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5 Relevancy Strategies to Break Through & Engage Your AudienceQ3 2014
Performics offers an end-to-end solution for Performance Marketing execution and consulting.
Performics Overview
Agenda for DateTime Item OneTime Item Two
Time Item Three
Time Item Four
Time Item Five
Time Item Six
AgendaNew Framework for Driving PerformanceToday’s Multi-Touch Journey
Relevancy Deep Dive
5 Ways to Increase Relevancy:• Leveraging participant data • Integrating search, display & social• Testing copy & landing pages• Engaging in the new world of organic search• Retargeting
Questions
1. VisibilityFind participants across channels & devices
2. RelevancyCreate experiences that break throughclutter & drive qualified clicks
3. ConversionActivate clicks, actions, leads, sales
4. OptimizationContinually improve results
4
Performance Activation Framework
More Relevant Ads = More Qualified Interactions = Less Costs & More Conversions
5
Today’s Fluid Multi-Touch Journey
5 Ways to Increase Relevancy
1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of
organic search5. Retargeting
1. See people through data– Participant insights– Social chatter– Search keywords– Browsing data– Demographics
2. Create experiences that are already optimized because they’re informed by participant engagement metrics uncovered via analytics
7
Leveraging Participant Data
ChallengeSoftware client needed to be nimble to capitalize on buzz, in real-time, around new product announcement
StrategyOn launch day, we implemented bids, keywords & copy based on dynamic participant data. We noticed higher-than-expected social conversations trending in anticipation; we used these insights to build/refine copy & keywords.
ResultsOn announcement day, relevant ads drove 328% higher-than-average CTR, an all-time high
8
Participant Data in Action
5 Ways to Increase Relevancy
1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of
organic search5. Retargeting
1. Understand competitive/participant landscape
– Right person, Right channel, right device
2. Create cross-channel, online-offline attribution plans, media-mix models
3. Enable data collection via tagging
4. Collect, report, optimize; shift budget in real-time to pounce on performance
10
Integrating Search, Display & Social
ChallengeEntertainment client sought to increase brand keyword search volume
StrategyExpand beyond paid search to display & social with theory that visibility would create demand in search– We tailored messaging through the journey
Results• Brand search volume increased 21% in the 1st month & 46% in the 2nd• Proof that display & social can not only drive direct conversions, but also fuel search
11
Integration in Action
5 Ways to Increase Relevancy
1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of
organic search5. Retargeting
1. Define success– Purchase, find store, sign-up
2. Optimize to success metrics3. Create pre-click (ads) &
post-click (landing page) experiences that convert
– Big ROI lies beyond the click– Yet for every $92 spent acquiring visitors, only $1 is spent converting them*– We routinely see 100%+ conversion rate increases via landing page testing (A/B, multivariate)
4. Never stop testing & learning
13
Keys to Testing
VS.
*Econsultancy (2012)
Landing Page Testing in Action
*Results may vary per brand/vertical. Test yourself!
Geo-Targeted Landing PagesCopy & imagery customized to region
Gender Landing PagesExperiences aligned with gender
Dynamic Landing Pages Elements (images, layouts, content) change based on keywords, location, or prior visits
Hispanic LandingPages & InsightsExperiences (language, layout & imagery) designed for Hispanics
Mobile Landing Page & InsightsExperiences tailored to mobile devices & associated behaviors
12% LIFT
41% LIFT
83% LIFT
420% LIFT
27% LIFT
17
15
Copy/Creative: Testing
Identif
y Busines
s Goa
ls
Identify
Challenges to Achievin
g Goal
s
Identify
Learning
Needs to
Overcome Challenge
s
Develop Hypotheses
Plan Measurement
, Research, and Testing
i.e. achieve $X Cost-Per-
Acquisition for Product
Campaigns
Uncertainty around the
precise copy to establish
relevancy with searchers
Identify language that establishes relevancy with searchers, and increases CTR, decreases CPA
“Quality” is the most relevant qualifier when
referring to retailer’s product
Copy Testing to let market determine
winner
FOR
EXAM
PLE:
5 Ways to Increase Relevancy
1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of
organic search5. Retargeting
The New World of Organic Search
• Panda 4.0: Implications, Defenses & Opportunities– May 20th organic algorithm update penalizing poor content,
rewarding quality relevant content• eBay has lost 2/3rd of its organic real estate
– Now, we take a Performance Content approach• Creating engaging experiences that are
awarded high rankings because they’re relevant to users
– Opportunity if you’re losing organic traffic– Can also use paid search to compensate for
organic loss
A lead gen client’s fragmented owned media ecosystem diluted its organic rankings, leaving paid search as the primary traffic source. The client sought to improve SERP presence by amplifying paid & organic, holistically.
Challenge
We aligned the client’s paid search team & web development teams to unify keywords & content:
- Paid Strategy SWOT analysis identified keywords that had the highest potential for organic performance
- Organic Strategy included content elements, technical site improvements
Solution
Organic Strategy
Paid Strategy
Organic in Action
Lead Gen Client: Results
Organic presence led to an 14% increase in
paid search CTR
Paid search presence led to 50% increase in
organic CTR
Paid & Organic Domination Boosted Overall CTRs
Organic Advancement Enabled Reduced Paid
Investment 12% increase in applications Y/Y
5 Ways to Increase Relevancy
1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of
organic search5. Retargeting
Standard Campaigns Retargeted Campaigns
0%
5%
10%
15%
20%
25%
30%
35%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Conv. Rate CTR
Encourage repeat visitors to engage and generate Trial Downloads from a software website.
The results from RLSA ads over the standard campaigns:1. Increased click-through rates 150% 2. Delivered a 164% greater conversion rate3. Higher CTRs help boost Quality Score, resulting in lower CPCs
Performics recommended launching a remarketing campaign using a DMP/Tag Management Solution. User pools were created within the platform to fit the target segment. These pools included visitors that had previously clicked through to a product page, but did not initiate a Trial. It also targeted users who initiated a Trial, but did not complete the process.
Challenge
Performance
Plan
more qualified retargeted audience
Driving Relevancy through Search Retargeting
Questions?
performics.comfacebook.com/performics@performics
Dan MalachowskiMarketing Director, Content & Community