search engine marketing in 2016 | digital leaders masterclass #dlmleeds

© Search Laboratory Ltd 2014. All rights reserved.New York T: 646-473-1826London T: +44 207 147 9980

Search in 2016

About Search LaboratoryFounded in 2005International search specialists140 staff, Leeds and New YorkAnalytical scientific approach

Some clients

Japanese PPC Management

First Call

2121211Mrs Dye

Search was a simple conceptIT ServicesIT SupportNetwork Support

What’s new?

IT Services

AgeIncomeInterestsCustomer

What’s new?

2015: More mobile than desktop searches

CPCInventory

What’s new?

What is search?

PAID

LISTIN

GS

OR

GA

NIC

LISTIN

GS

web search apps other search

What’s new?Cross device conversion tracking

Analytics API

PPC

SEO

Direct

Referral

Display

Other

CRM

Traffic Actions Enquiries Orders

What should you do?

What is commercial reality of digital?

Conversion

Our historic interpretation of thatHigh relevance

High action intent

ConvertNot convert

end of story

Organic search channel Paid search channel

site

Question

How did you last convert?

Buying behaviours

68% conversions didn’t convert on 1st touch point

What do we do?

Treat users differently based on their intentions

Give users what they want

Understanding intent

Action Research Related

Action intent

- Users looking for you, or your exact product / service

- Higher propensity to convert

- Easier to attribute to immediate channel

‘internet marketing leeds’

‘buy hunter wellies online’

‘depression rehab clinic’

Research intent

- Users thinking about your product / service

- Some propensity to convert

- Users may shop around & convert on a different session- Which could be a different medium

‘best festival wellies’

‘depression treatment’

Related intent

- Users looking for information- Related to your products / services- Ideally your target demographic / user

- No immediate intent to buy

- Primary aim is brand awareness‘glastonbury camping tips’

‘depression symptoms’

Examplequery

Search volume Intent Page Content Conversions

depression clinic 50 looking for a depression clinic

/depression

Information about the centre’s offering for depression

click to call, request call back, request consultation

depression rehab 90 looking for a rehab centre or understanding more of what it entails

/depression

click to call, request call back, request consultation

depression treatment 1,600 looking for options on treatment... rehab is one

option of many/depression/treatments

Download - coping with depression or depression self-help guide

depression symptoms 33,100

looking for information about depression or could be to see if they have it or if they think someone may have it. A proportion of this traffic may eventually be looking for a service like the one priory offer but it could be some way away. /depression/

symptomsImpartial information

Take the depression test

Targeting ‘related’ intent - without buying intent

Content

Give users what they want

‘ultimate festival guide 2015’

Content

‘ultimate festival guide 2015’

Social- seeding- organic

Manual outreac

h

Search- organic

- paid

referral traffic (via coverage/links)social traffic

search traffic

links

Acquire engaged social users

Why?

‘ultimate festival guide 2015’

Either:1. In return for their email

(download print-off guide)

2. For free

Programmatic retargeting

Users that landed on this post18-25 femaleCeleb / music affinity category

‘ultimate festival guide 2015’

Programmatic retargeting

18-25 femaleAffinity category

‘ultimate festival guide 2015’

Search Retargeting

Bid up following brand engagement

Future digital marketing

£Performance marketing campaignsObjective - to give a return

Audience building campaignsObjective - to attract new, relevant users

£

SummaryHigh relevance, high intent search marketing– Still valid– In isolation is missing a trick

Think customers, think people

Value engagement

Questions?