paid search full court press: integrating paid search into your wider marketing program
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Twitter: @PASC
Paid Search Full Court PressMaking Search the MVP of Your Digital Marketing Mix
Twitter: @PASC2
About Me• Pascal Inderabudhi• Paid Search Strategist at Anvil• 4+ years Paid Media experience• Industry experience across hospitality, retail, B2B,
e-comm, financial services, healthcare, more
Twitter: @PASC3
Twitter: @PASC4
1. A defensive tactic where a team covers opponents throughout the court and not just near their own basket
2. An instance of aggressive pressure
Twitter: @PASC5
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Make Paid Search Work HarderMost Points All-time Most Efficient All-time
Twitter: @PASC7
Paid Search Has Evolved
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Consumer Behavior Has Evolved
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Consumer Behavior Has Evolved
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Consumer Behavior Has Evolved
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Paid Search MVPIntegrating data cross-
channel to amplify your marketing programs
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More FrequencyWider Reach
Better Quality
Paid Search MVP
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Make Paid Search Work HarderData capabilities
Data applications
Online• Shopping• Video• Social• Email
Offline• TV and Radio• Direct Response• Creative
Messaging
Twitter: @PASC15
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Audience Is Everything
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Remarketing
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Watch the Game Film
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Even Better Game Film
Twitter: @PASC20
Customer Match = Inside Info— Upload a list of email
addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way.
— Limited to Search, Youtube, and Gmail
— Essentially 1st-Party data integration into AdWords’ Search
Twitter: @PASC21
Proper Tracking Using UTMs
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GA Audiences = Hypertargeting
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Putting Audiences into Practice
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Online Applications
Twitter: @PASC25
Search— RLSAs— Customer Match— Ad Customizers— AdWords Scripts
Applications:— Target specific audience
with wider / top-funnel keywords
— Customize creative based on recency / sequencing
— Customize creative based on external data
Week Impr. Clicks CTR CPC Cost Conv. CPA CVRWeek 2 194,102 4,048 2.09% $0.86 $3,467.65 31 $111.86 0.77%Week 1 217,594 3,783 1.74% $0.91 $3,456.75 15 $230.45 0.40%
Twitter: @PASC26
ShoppingPotential Audiences:— Returning Visitors— Shopping Cart Abandoners— Past Buyers— Past 30-days Visitors
Applications:— Upsell/re-sell to current
customer base— Capture comparison
shoppers— Segment spend new versus
returning
Twitter: @PASC27
Video— Youtube Remarketing Lists— GA Remarketing Audiences
Applications:— Increase top-of-funnel
frequency (repeat views from the same audiences) and relevancy (target high brand affinity users) for delivery
— Drive users who have viewed videos further down the funnel through Search and Display
Twitter: @PASC28
Social / Display— Target specific social and display
campaigns users on search— Incorporate social data layers into
search remarketing— Repeat messaging and branding cross-
platform and device
Applications:— Target widely on social incorporating
data layers unavailable on search (occupation, interests, behaviors, demographics, etc.)
— Define this audience in Google Analytics based on Source / Medium / Campaign
— Sequence messaging and landing pages down the funnel to increase relevancy to these audiences
Twitter: @PASC29
Email— Customer Match— RLSAs— Bid modifiers and adjustments
Applications:
— Amplify email blast offerings with bid mods /budget increase on featured products or services
— Create audiences for engaged email readership versus low-engagement email opens to reach on Search and Display
— Create audiences using Customer Match to refine targets on Search based on lists / automation sequences, etc.
Week Impr. Clicks CTR CPC Cost Tran. ROAS Rev.Week 1 23,843 969 4.06% $0.40 $388.53 20 6.47 $2,512.32Week 2 18,684 962 4.95% $0.40 $392.29 29 9.01 $2,408.46
Twitter: @PASC30
Offline Applications
Twitter: @PASC31
TV and RadioH/T to @Kayla_Kirsch
— TV & Radio Log Times— Ad scheduling— Day Parting— Non-brand bid adjustments— Specific keyword targets
Applications
— Adjust specific search creative to launch based on log times
— Implement day-parting bid modifiers based on log times
— Amplify branded search coverage and target higher-funnel related non-brand terms
— Remarket based on specific URLs if used
Week Impr. Clicks CTR CPC Cost Conv. CPA CVRWeek 1 7,028 359 5.11% $9.61 $3,449.90 11 $313 3.06%Week 2 8,463 304 3.60% $11.75 $3,572.92 20 $178 6.60%
Twitter: @PASC32
Direct Response— RLSAs— Narrow geo/radius targets— Creative sequencing
Applications:
— Create audiences based on unique/vanity URLs from mailers
— Narrow in geo-targets based on mailers/zipcodes
— Mirror / continue messaging from mailer to search for specific audiences
Twitter: @PASC33
Creative Messaging— Align paid search messaging
with ongoing marketing programs
— Add campaign specific brand and non-brand keywords
— Include searchable keywords into wider marketing campaigns
— Sequence creative to continue storylines for branding campaigns