search engine marketing in 2016 | digital leaders masterclass #dlmleeds
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© 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?