level up search marketing

SEARCH MARKETING: WHERE INTENT MEETS ACTION #HTXLevelUp

© a|muse digital agency, Inc. Proprietary.

DEMO REEL


A thought leadership series presented by

A Hearst Digital Agency

#HTXLevelUp

t @amusedigital

f fb.com/amusedigital

g+ amuse digital

in amuse – Hearst Digital Agency


OUR PRESENTATION PARTNER


TABLE OF CONTENTS

Branding on Search

Impact of Paid Advertising

Optimizing Content for Search

Attributing Search Efforts


FEATURED SPEAKERS

Tiffany Miller Director of Business Developer for Local at Kenshoo

linkedin.com/in/tiffrowe


FEATURED SPEAKERS

Antonio Mendoza Director - Search Marketing at a|muse

linkedin.com/in/mendozaantonio


FEATURED SPEAKERS

Ryan Greene Senior Search Strategist at a|muse

linkedin.com/in/greenerc


FEATURED SPEAKERS

Cory Matthews Senior Organic Search Strategist at a|muse

linkedin.com/in/corybmatthews


FEATURED SPEAKERS

Alison Sutton Director-Content and Social Media Marketing at a|muse

linkedin.com/in/alisonsutton


FEATURED SPEAKERS

Rajani Sathyamurthy Manager of Analytics and Measurement at a|muse

linkedin.com/in/rajanimurthy


WHERE INTENT


WHY SEARCH?

•  Search is part of people’s everyday lives

•  It’s the world’s largest focus group

•  In what other medium do customers actively tell you what they want?

•  Reach a vast, interested audience at every stage of the customer journey

•  Influence people during the moments that matter


MORE SCREENS, MORE MOMENTS THAT MATTER

Screens Smartphone (soon to be a billion users worldwide), tablets, desktop, and devices blurring the distinction between them.

Mobile Study reads 77% of mobile searches are in a location (home or work) where people are likely to have a PC available to them.

Focus on People: Need, Behavior, Intent

Switch Screens According to research, 90% of multiple device owners switch between screens to complete tasks.

Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.

HOW USERS SEARCH

Affinity Searches Users are searching broadly with no product or category in mind.

Category Searches Users are interested in a general type of product or service.

Branded Searches Users know exactly what they are looking for.

What’s the difference?


BUILDING YOUR BRAND It’s important for brands to appear on the first page of search results. Refining the affinity, category and branded keyword list improves performance.

•  Search is not just a product. It’s a behavior. It’s changing the way people buy.

•  Zero “moment of truth.”

•  Use search to reach them – wherever they are.


CONNECTING WITH AN INTERESTED AUDIENCE

Search Interest Over Time (U.S.)

AVERAGE 2005 2007 2009 2011 2013

Curly Hair Pantene Google Trends, showing relative volumes of two searches

Over 100 Billion searches each month

15% Each day are completely new

Studying language and culture of the interested audience

Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.

REACHING AN INTERESTED AUDIENCE What are the related and interested searches? What impact do those have on the brand? What’s the impact of user search queries?

Branded Category Affinity

Brand presence Not present


ENGAGING AN INTERESTED AUDIENCE •  Connecting the search query with a

related article (importance of relevance)

•  Position (first page; top of mind)

•  Ad content


MEASURING THE RESULTS Performance Marketing Metrics Clicks, CTR, cost per conversion. Success here means efficiently driving conversions.

Search Marketing Impact Monitoring the coverage of the search terms you want your brand to be associated with. Impression share (the search equivalent of share of voice) and engagement actions (average duration on site, pages visited, exit rates).

30 Right now

Active visitors on site

23% 37% 23% 17%

Direct Organic Referral Campaign


IMPACT OF PAID ADS Results show that search ads have a clear and positive impact on brand awareness.

SEARCH ADS LIFT TOP-OF-MIND

AWARENESSAN AVERAGE OF 6.6 PERCENTAGE POINTS

14.8%

8.2%NO AD IN GOOGLE SEARCH

AD APPEARED IN GOOGLE

SEARCH 19%10%

AUTOMOTIVE

9pp*Lift

15.2%6.2%

B2B

9pp*Lift

19.1%11.1%

CPG

8pp*Lift

17.7%11.7%

RETAIL

6pp*Lift

Vertical Highlights

Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.

MEETS ACTION


LET’S TAKE A BREAK


IMPACT OF PAID ADS


WHAT ARE PAID ADS? Paid search advertising offers the chance to pay (by the click) for visibility on major search engines such as Google, Bing and Yahoo! when people search for terms related to the product or service that the website is talking about.


WHY USE PAID ADS? •  Pay per click

•  Higher visibility

•  Show up for search queries that you aren’t appearing organically

•  Bid flexibility

•  Ad Rank

•  Ads with higher Quality Scores may show up higher than other ads, even with lower bids


*Enquiro Study

PAID & ORGANIC SEARCH Studies show that when both a paid and natural listing existed for a given site, brand recall, brand affinity and purchase intent increased.*

Awareness

Interest

Desire

Action

Organic is strongest for leading visitors into the conversion funnel

Paid is strongest for converting users at the last click


UNDERSTANDING USER BEHAVIOR


AD RANK Understanding the importance of position across

•  Device

•  Keyword categories

•  Regions

•  Content

•  Landing pages


80% Don’t leave home without their device

A CONNECTED WORLD


SMARTPHONES FOR SEARCH

59% Product Information

50% Restaurants Pubs & Bars

31% Travel

25% Job Offers

18% Apartments, Housing Info


Then purchased via computer

Then purchased it offline

CROSS-DEVICE PURCHASE

37%

32%

Research on Smartphone


IMPACT OF PAID VIDEO


[email protected]

TRUEVIEW

•  Find and reach your target demographic

•  Gain valuable insights about your video and audience

•  Spread video messages on a large scale to 1B + visitors each month

•  Reach new customers wherever they are, on desktop, tablet and mobile

TrueView will allow your brand to: In-Stream

Skip Ad

In-Display


TARGETING LAYERS

•  Age & Gender

•  Video Topics: Specific placements on videos that fall within categories of your choosing.

•  Interests: Show your video to people who have previously watched videos on topics of your choosing. This leverages their search history to show targeted users, regardless of the topic of the current video.

•  Keywords: Use search and contextual targeting to show your videos to people searching for a specific term, or contextually across Google Display Networks sites.

•  Placements: Run your video on specific YouTube videos, or on specific sites across the Google Display Network.


THE NEW PRIMETIME Engagement is steadily high on smartphone and desktops throughout the day, whereas engagement on tablets and TVs peaks at primetime hours.


QUESTIONS?


LET’S TAKE A BREAK


WHY OPTIMIZE CONTENT?

Impact the Research/

Buying Cycle

Build Trust & Credibility

Increase Web Traffic

Competition Help Build Your Brand


CONTENT TYPES

BBlog / Articles Website Text Imagery

Video Infographics Interactive Elements


HOW TO OPTIMIZE •  Create search themes based on what you know about your audience

•  Perform keyword research

•  Choose your content medium

Optimize Header

Populate Page Tags

Embed Link Back to Site

Google Authorship

Optimize Teaser And Body Copy

Descriptions Alt-tags Social Post Copy

Category Tags


QUESTIONS?


level up search marketing

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