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Franco De BonisHead of Digital Solutions, Red Hot Penny
W H E N R E S U L T S A R E E V E R Y T H I N G
W H E N R E S U L T S A R E E V E R Y T H I N G
QuantumSearch
Marketing
W H E N R E S U L T S A R E E V E R Y T H I N G
Quantum Physics is the study of the very small.
It studies the nature of the universe at the atomic and sub-atomic level to make
sense of our world and how we can harness it.
W H E N R E S U L T S A R E E V E R Y T H I N G
Quantum Search Marketing is the study of the very granular.
It extends the best practice principles of search marketing to the
very small detail to extract maximum growth, ROI and profit.
W H E N R E S U L T S A R E E V E R Y T H I N G
WHAT “QUANTUM SEARCH MARKETING” CAN ACHIEVE
Growth in PPC Driven Profit (2016 vs. 2015)
ROI Improvement In Last 18 Months
Change in CPA (2014 vs. 2015)
Growth In PPC Driven Transactions(2014 vs. 2016)
Growth In PPC Driven Revenue(2014 vs. 2016)
PAID SEARCH
WHAT “QUANTUM SEARCH MARKETING” CAN ACHIEVE
Total Rev Growth From Organic
Rev Growth In Prom Dresses Category
Increase In Conversions
Improvement In Rank For Dresses Category
Overall Growth In Organic Visibility
ORGANIC SEARCH
W H E N R E S U L T S A R E E V E R Y T H I N GW H E N R E S U L T S A R E E V E R Y T H I N G
PaidSearch
W H E N R E S U L T S A R E E V E R Y T H I N G
1) Minimum Search Volume Rules No Longer Apply
In most campaigns you would only focus on phrases with minimum search volumes in the hundreds/month
In Quantum Search Marketing, you actively review phrases with as little as 5 searches per month
Even low volume searches are pulled into separate ad groups
W H E N R E S U L T S A R E E V E R Y T H I N G
2) Harnessing The Power Of CPC
A campaign is unlikely to be profitable unless you find the optimum CPC for the given term
However, a common issue is over-paying for clicks
Lipsy had a great deal of competition on their own brand searches and were paying 25p CPC
Over a few months we drove this down to as low as 1p, while maintaining key positions.
How?• Being more granular:
The more you can align account structure, keyword lists, match types, ads and page content to what is being searched, the lower your CPC will be
• Quality & Testing:Ad Copy, Extensions & Ongoing Structured Testing
W H E N R E S U L T S A R E E V E R Y T H I N G
3) Reduce Reliance On Automation
Automating aspects of a campaign (i.e. BM,
BMM, DSAs) can be useful at the very start
But achieving maximum ROI won’t be
possible if you overly rely on it
With Lipsy’s campaign the focus is manual
management
The mantra is Dig, Test, Measure, Optimise,
Measure, Repeat
W H E N R E S U L T S A R E E V E R Y T H I N G
4) Look For Opportunities In Ad Copy
Ad copy is one of the key elements to test, measure & adjust• Most campaign managers stop when
improvements in CTR and Conversions become ‘too small’
• But for volume campaigns remember that every 0.5% improvement counts
Test combinations of editorial and try including perks/offers within the ad copy
Capitalisation can impact CTR “Order Before Midnight” rather than “Order
Before 10pm”
For Lipsy we are constantly testing different combinations of ad copy – it NEVER stops
W H E N R E S U L T S A R E E V E R Y T H I N G
5) Own The Search Space
Changes to the Search Results Pages have created more competition
Brands must own the search space for brand related searches for impulse/ commodity purchases
Lipsy online sales compete with other retailers that range and advertise Lipsy products
So we aimed to be position 1 at the lowest CPC possible
Also made maximum use of ad space with relevant sitelinks • Make it as relevant as possible, so other ads were
less relevant.
W H E N R E S U L T S A R E E V E R Y T H I N GW H E N R E S U L T S A R E E V E R Y T H I N G
OrganicSearch
W H E N R E S U L T S A R E E V E R Y T H I N G
1) Helped Them Understand That
EVERY CHANGE MATTERS!
We looked at the deep mechanics of the site to identify key issues
• Excessive Page Creation:New pages were created rather than editing existing ones. So we found over 100K active pages!
• File Naming:No conventions or policies existed, so we found filenames like “summer---dresses”
• Categorisation:We found over 600 active categories
The Impact Of Penguin & Panda
Decline InOrganic Revenue*
4 35
8
13
22
39
1214
20
1417 16 15
13 12 12
5 4 42
OCT 2
014
NO
V 2
014
DEC 2
014
JAN
2015
FEB 2
015
MAR 2
015
APR 2
015
MAY 2
015
JUN
2015
JUL 2
015
AU
G 2
015
SEPT 2
015
OCT 2
015
NO
V 2
015
DEC 2
015
JAN
2016
FEB 2
016
MAR 2
016
APR 2
016
MAY 2
016
JUN
E 2
016
Dresses - Ranking
* Feb – Dec 2104 vs. Same Period 2015• (Excludes Jan due to unique Kardashian collection skewing data)
RHP Took Over
Account
W H E N R E S U L T S A R E E V E R Y T H I N G
2) More Granular Categorisation
Once outdated categories were removed we could focus on what was needed
We did a deep dive of search data and got very granular
We saw that Lipsy’s categorisation was too top-level for good ranking and conversions
We significantly expanded the categorisation for better matching to smaller volume searches
W H E N R E S U L T S A R E E V E R Y T H I N G
3) Timing Is Everything!
We looked at trends data at a micro level and identified that search volumes started increasing for seasonal products 3 or more months before the season began
This led to a change to when pages and products were made live
By launching a page a month or so before search volumes start to rise, so by the time the season has begun, high level ranking has been achieved
Timing Is Everything
FEB MAR APR MAY JUN
Prom Dresses - Traffic
2015 2016
FEB MAR APR MAY JUN
Prom Dresses - Revenue
2014 2015
Overall Increase Overall Increase
Timing Is Everything
JAN FEB MAR APR MAY JUN
Co-Ords - Traffic
2015 2016
JAN FEB MAR APR MAY JUN
Co-Ords - Revenue
2015 2016
Overall Increase Overall Increase
W H E N R E S U L T S A R E E V E R Y T H I N GW H E N R E S U L T S A R E E V E R Y T H I N G
CombinedSearch
W H E N R E S U L T S A R E E V E R Y T H I N G
It’s Two Channels…Intertwined…In One Funnel
You shouldn’t treat these 2 disciplines as completely separate
Your PPC and SEO teams should work much more closely together to maximise return
ASSISTED CLICKS!• Lipsy PPC to Organic assists (& Vice Versa)
grew from 13% in early 2015 to >50% by Mid 2016
Owning The SERPs• With changes in the search results pages,
the teams work together to own both the key paid and organic positions…or at least one of them
Google Shopping• Facilitates a stong visual engagement for
more generic searches• We see a high % of assists from GS
Let’sGet
Together
Got Questions?You Want Some Of This?
W H E N R E S U L T S A R E E V E R Y T H I N G