attention: paid search
TRANSCRIPT
• BACK TO MARKETING
• MICRO MOMENTS
• CUSTOMER JOURNEY MAPPING
• THE NEW SEARCH
• MICRO MOMENT POSSIBILITIES IN PAID SEARCH
• INTENT ANALYSIS – SEMANTIC
• INTENT ANALYSIS – CONTEXT
• INTENT ANALYSIS – PAST BEHAVIOUR
• INTENT ANALYSIS - MORE MOMENTS
• YOUR EUREKA MOMENT
TODAY
You
BACK TO MARKETINGYOU + AUDIENCE + THE RIGHT MOMENT = EXCHANGE OF VALUE
PERCEIVED NEED/ PERCEIVED VALUE
Target Audience
(personal) micro
moments
intent/ needs
immediacy
audience
context
THE MICRO-MOMENTSMOMENT MARKETING IS THE #1 TREND OF 2016*
*Deloitte Digital and WARC, Digital Toolkit 2016
The use of data and tech to identify brief opportunities to put the right message in front of the right consumer
FOUR KEY INTENTION MOMENTSGOOGLE
‘I WANT TO KNOW’
MOMENTS
‘I WANT TO DO’
MOMENTS
‘I WANT TO GO’
MOMENTS
‘I WANT TO BUY’
MOMENTS
66% of
smartphone users turn to their
smartphones to learn more about
something they saw in a TV ad. 1
Searches related to ‘how to’ on You Tube are growing
70% year-on-
year. 3
‘Near me’ searches
have grown 2X in
the past year. 2
82% of
smartphone users consult their
phone while in a store. 4
1. Google Consumer Surveys, US May 20152. Google Trends, US March 20153. Google Data, US, Q1 2015 vs. 20144. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015
OPTIMISE ACROSS THE
JOURNEY
USE CONTEXT TO DELIVER RIGHT EXP.
UNDERSTAND CUSTOMER
NEEDS
MEASURE MICRO
MOMENTS
DEFINE THE MOMENTCUSTOMER JOURNEY PLANNING
MAKE A MOMENTS
MAP
NAVIGATIONAL INFORMATIONAL COMMERCIAL-INVESTIGATION
TRANSACTIONAL
Reach a site Research Discriminate Action
‘trainline app’/ ‘adidowebsite’/ ‘Lloyds bank login’
‘actor who played wolverine’/ ‘weather in Bournemouth’/ ‘how to choose a ppc agency’/ ‘best DSLR camera’/ ‘credit cards’
‘Nikon D810 reviews’/ ‘adido vs. thinking juice’/ ‘difference between plastic and metal gutters’/
‘get insurance quote’/‘apply for credit card’/ ‘buy 76mm gutters online’/ ‘nearby Greek restaurant’/ ‘contact adido’
Competitor hijack Offer value/ enter the consideration set
Sway purchase decision Achieve final (or highestonline value) objective
Get ancillary or investigatory traffic
Alternative conversions Higher value alternative conversions
Paid search/ paid promotion
Organic search/ paid promotion/ paid search
Paid search Paid search
Low-mid value Mid value Mid-high value High value
Dependent on brand High volume Mid volume Low-mid volume
Low cost/ penalties High cost Mid-high cost Mid cost
INTENT ANALYSIS - SEMANTICSALL CLICKS ARE NOT EQUAL
INTENT ANALYSIS – PAST BEHAVIOURREMARKETING FOR SEARCH/ CUSTOMER MATCH
CUSTOMER MATCH
• Create & target (or exclude) first party user lists by uploading email addresses
REMARKETING LISTS FOR SEARCH ADS
• Tailor search campaigns based on whether a user has previously visited the site/ app and what actions they have taken there
• Bid on more generic terms/ DSA campaigns
• Competitor bidding
• Brand bidding to new searchers only
• Exclude converted users from your campaign
• Model bids on perceived value
• Tailor messages & landing pages to upsell, cross sell
or re-engage
RLSA/ CUSTOMER MATCH UTILISATION
Generate Awareness
Influence Consideration
Drive Purchases
Increase Loyalty
OBJECTIVES
• The impact on bottom line from RLSA is significant,
especially in markets where multiple browsing and
longer conversion journeys are the norm (increasing
for most industries)
• CPAs can be 3X lower on previous visitors
• List size will be impacted by the level of segmentation
• Map your site journeys first and identify the best
potential cohorts
RLSAPERFORMANCE
Right time marketing. If delivered at the optimal moment, it can feel like real time.
Model bidding/ manage ads based on:
• Certain programmes airing on TV
• Competitors/ you/ partners advertise on TV
• Changes in weather conditions
• Live events
• Stock market performance
• Inventory changes
• Delays
• CRM data
INTENT ANALYSISMORE MOMENTS
DEFINE THE MOMENTWHICH MOMENTS CAN’T YOU LOSE? WHERE DO YOU TACKLE EACH MOMENT?
5 videos 34 searches
380 web page visits
87% of mobile
searches
419 digital moments
APR JUNEMAY
EXPLORE. CAPTIVATE.CREATE.
© Adido 2016
01202 586 300
WWW.ADI.DO
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