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@nmpi_digital@PaulPerClick
How Important Are Keywords Today?
www.nmpidigital.com
22It Used to be All About KeywordsThey are still the foundation – but it’s a bit more complex
2013 - JuneSearch Retargeting
2013 - FebruaryEnhanced campaigns“bid modifiers” introduced
2015 - SeptemberEmail List Targeting
Importance of Keywords Over Time
Importance of Data Over Time
33
As competition levels increase andCPCs rise, how can you use audience
data to drive campaign efficiency?
44Search & CRM – Two Separate Disciplines…Search marketers have to start thinking like CRM people
Search CRM
55
What can we influence and how?Driving Efficiency Through Data Usage
Bids Adcopy LandingPages
SearchRetargeting
EmailLists
The Mechanisms
The Moving Pieces
GA ListRetargeting
66Retargeting Lists for Search Ads (RLSA)Targeting options based on actions & page-views. Separate bids. Separate ads.
Basket Abandoners
Previous Purchasers
Strategic Page Viewers
77RLSA: Black Friday GenericsNobody’s Child – Ethical London-based fashion brand
Bid on Broad Terms:• “black friday offers”• “black friday deal”
Target Audience-Specific: • basket abandoners• repeat purchasers
Increase in Sales during Black Friday week from board terms+2%
88Using Email Lists: Customer MatchTargeting as granular as your data segmentation
Previous purchasers
Seasonal purchasers
Quote requests
Newsletter opt-ins
Newsletter opt-outs
… any email list data you own
99Customer Match: Target Seasonal CustomersLife Style Sports – Ireland’s largest sports retailer
Using lists of lapsed buyers of 15/16 seasonal shirts
Timed around kit launch dates
Making use of search and shopping campaigns
Higher conversion rates than non-audience traffic+5%
1010
Smart options driven by multiple information points including:
Location
Device
Browser
Referrer
Session Duration
Page Depth
Return Frequency
Session-based targeting or machine learning based smart lists
Google Analytics Audience Lists
1111GA Lists: Sequential MessagingCrew Clothing – Casual wear specialist
Crew Clothing OnlineTime To Update The Winter Wardrobe? Try Crew Clothing - Shop Online Nowwww.CrewClothing.co.uk
Sessions = 1
Crew Clothing OnlineFind Great Deals In The Outlet WithUp To 60% Off. Save Online Today.www.CrewClothing.co.uk
Crew Clothing OnlineShop New In - From Statement ShirtsTo Our Bestselling Cosy Jumpers.www.CrewClothing.co.uk
Try Crew
Outlet
Crew Clothing OnlineLooking For Style Inspiration?Shop Our Favourite Looks Onlinewww.CrewClothing.co.uk
Crew Clothing OnlineTreat Your Loved Ones To A CrewGiftcard Or Browse Our Gift Range.www.CrewClothing.co.uk
Theme
New In
Style
Gifting
Sessions = 2
Sessions = 3
Sessions = 4
Sessions = 5
Using Google Analytics lists
Shows non-converting users sequential messages based on session numbers
Saw a 26% increase in conversion rate
ROAS rose 25% and Rev/Imp 22%
1212GA Smart Lists: Life-Cycle FunnelsExact – Dutch-based B2B software company
Generic Pageviews
Product-Specific Pageviews
Multiple Product Viewers
Demo Converters
Trial Converters
Trial Log-Ins
Subscribers
Specific bidding strategies to ensure customers are pushed over the line
Adcopy fine-tuned to where users are in the conversion journey
CTR up to 212% higher than non-list traffic
CPA measured at each stage of life-cycle
13
Demographic Device ToD/DoW Location
Overlay all available modifiers as well as your RLSA and Customer Match data
Further Segmentation
1414What’s Next?As the distinction between AdWords and DoubleClick dissolves…
More look-a-like options
Affinity audiences
3rd-party data integrations
In-market audiences
AdWords “if” function
Remarketing based on search history