Title. How to use paid search as part of a multi-channel strategy. Body text

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1 Title Subtitle Body text How to use paid search as part of a multi-channel strategy Ann Stanley F o u n d e r & M a n a g i n g D i r e c t o r o f A n i c c a D i g i t a l

2 A bit about Anicca.

3

4 Agenda Traditional integration of paid search with other channels Paid search and display Paid search and SEO Importance of remarketing and retargeting strategies Using Honeypot strategies Using paid social for your honeypot strategy Using other channels as the traffic source for honeypots Paid display Affiliate traffic SEO and PR Offline marketing/traffic to your site Using your own customer data in AdWords Making these strategies happen! Takeaways

5 Traditional integration of paid search with other channels

6 Traditional integration strategies involving paid search Many paid media specialists advocate the integrated use of paid search (PPC) and paid display (especially if both are carried out through Google) Paid search is often used in combination with search engine optimisation (SEO), as it can provide insights in keyphrase, ad copy/snippets, landing page tactics/cro and audience insights You can even use paid search to drive sales on marketplaces such as Amazon and ebay although it is not possible to track conversions

7 Paid search and paid display

8 How paid search and paid display have traditionally been used together History of using search and display networks in the same campaign due to use of keywords for contextual targeting (recommend separate campaigns unless you have a layered targeting strategy) Paid display (within AdWords) was simpler to set-up than going to other ad serving networks (outside of GDN) and was sold on a CPC Paid display (within AdWords) tends to be used when paid search is exhausted, expensive or to supplement traffic Paid display is not always the first choice for advertisers, as the results (conversions and CPA) were often poor

9 Why paid display should be reconsidered There are new targeting methods available that are much more effective than just choosing keyphrases, topics or placements Demographics (age, gender and parental status) which can also be used for search Interests In-market and affinity Remarketing lists which can also be use for search and shopping ads (RLSA) Possible to combine multiple methods Display campaigns can be used for both brand awareness and generating conversions Volume of traffic is often high with a lower CPC With good optimisation it can result in comparable cost per acquisition

10 Paid search and SEO

11 Keyphrase insight AdWords keyword planner and other PPC tools are often used for SEO research to help identify keyphrases that have: High volume Low competition (or easier to get SEO results) More likely to convert It is better to identify search terms that convert on your site by using data from paid search campaigns (text, shopping and Dynamic search) This approach allows SEO s to focus on specific phrases that are known to convert rather than the ones that have high volumes and low competition

12 Ad insight Ad testing is easy in paid search traffic and gives additional insight that can be used for SEO Easy to set-up and test individual messages or elements of the ads within AdWords Allows learnings on CTR and conversion rates, which can be used as part of snippet improvements in title tags and particularly descriptions (which have less of an impact on SEO rankings) Testing of snippet elements for SEO pages, can be carried out using Tag Manager before transferring to live page

13 Landing page and conversion insight Paid search is often the biggest driver of traffic for new sites, so Analytics, site errors, conversion rate can be tested and/or improved using paid search as the traffic driver Landing page testing can easily be set-up using paid search: Use of AdWords Experiments Other 3 rd party CRO tools like Google Optimise, Unbounce etc Result will identify elements that can be improved and applied sitewide Paid search often involves the creation and testing of PPC specific landing pages (e.g. to cover new topics areas) these can then be considered for use as an SEO page

14 Audience insight (using AdWords and Analytics) Creating an audience/remarketing list of your converting users and from your updated database of customers (Customer match) Profile your own customers or converting audiences using insights in AdWords Create a segment within Analytics to understand the audience characteristics of converting users (i.e. Audience Demographics and Interest data) Use the profile characteristics of converters, to find more users with a similar profile; for example, create Similar audiences for use in Display and more recently in Search and Shopping Also consider creating and profiling custom audiences in Facebook and creating Lookalike audiences Use the profiles of converters in conjunction with a Honeypot strategy (to be discussed later)

15 Audience insights for your converting audience (AdWords data) Sports clothing ecommerce brand aimed at women

16 Age and gender of converters vs all users (Analytics data) Sports clothing ecommerce brand aimed at women Most converters were aged Whereas the majority of visitors were 25-54

17 Interests Most converters were interested in: Media & TV Travel & Accommodation Art, Celebrities & entertainment

18 Importance of remarketing and retargeting strategies

19 Role of AdWords remarketing as the glue between techniques Creation of remarketing audiences within Analytics using hundreds of combination of dimensions and metrics Use of UTM tracking codes to create specific campaigns from unique traffic sources, which can then be used to create an audience Within AdWords you can then combine these audiences to meet specific objectives e.g. traffic from a specific Facebook ad, cart abandoners etc Remarketing audiences can be used for Display, Gmail and video Search/shopping/DSA (RLSA)

20 Honeypots

21 Honeypots - cross-channel strategies Honeypots is where a target audience is attracted to honeypot content on your site using low cost traffic sources such as paid social or display Analytics remarketing audiences can be created based on utm tracked URLs in the ads or based on the landing page of the honeypot content Remarketing in AdWords can be used to convert these primed users into customers; for example by using increased bids with RLSA (with or without Shopping ads)

22 Steps in a Honeypot strategy 1 Cheap but targeted traffic from another channel 2 Visit Honeypot Content on your Site 3 Use of un-branded keyword Search (RLSA) 4 Visitor returns and converts Feed the Sales funnel with users with the same profile as your converting audience Traffic tagged with UTM codes, so remarketing lists can be created in Analytics Users targeted in RLSA with bids adjusted (and possibly unique ads) Focus AdWords budget on users that are more likely to convert (correct profile and been to your site before)

23 Which channels can be used for Honeypots Paid media - Paid social ads (allowing you to target an audience similar to your converters) Paid display ads (allowing you to target an audience similar to your converters) Affiliate traffic (after cookie expires) Owned or earned media - SEO traffic to unique pages Organic Social posts and content on your site PR or influencer traffic to your site Offline and other marketing activities - As long as traffic is driven to a vanity URL many channels can be used for Honeypots

24 Using paid social for your honeypot strategy

25 Why is paid social a great honeypot traffic source Traffic is cheap and plentiful and can uplift paid search results Works for both B2B ad B2C audiences due to targeting options Possible to target your specific audience (that matches your known converters) Possible to create Lookalike audiences for greater reach, including uploading your own customers details Lots of ad and creative options to act as the honey to get them back to your site Easy to negative out compers and other unwanted visitors You can also use social retargeting, upload your customers, create Lookalikes and use sequential ads

26 Social traffic is cheap You don t have to just use Facebook ads, all other social platforms both organic and paid could be considered

27 Impact of paid social ads on paid search

28 Audience targeting options and multi-layering

29 Story-led content

30 Competition based content

31 Thought leadership content

32 Honeypot content for our Apparel example (TLC Sport)

33 Use UTM tracking code so you can identify the traffic source

34 Facebook ads web traffic campaign

35 Create remarketing audience in AdWords Add your UTM codes to build audience from your honeypot source

36 Using other channels as the traffic source for honeypots

37 Paid display as a honeypot

38 Use of paid display as the traffic source Display traffic can also be cheap and targeted by user profile (demographics and interests etc) Start by using GDN traffic but consider using other ad networks Test different honey concepts i.e. ads and content ideas - as it will be more difficult to stand out on placements on third party sites

39 Affiliate traffic as a honeypot

40 Affiliate traffic Most affiliates get paid a commission for sales within 30 days (cookie length) Affiliates can drive large amount of relevant traffic, which can be wasted, but could be valuable in the future Create audiences from the affiliate traffic, but add a delay of more than 30 days (or whatever cookie length you have selected) so you don t have to pay commission

41 Analytics audience builder to remarket to visitors from affiliate traffic

42 SEO and PR as a honeypot

43 Honeypots with owned or earned media Great SEO, content marketing or PR can often result in large volumes of traffic to specific pages The landing page can then be used to create an Analytics segment, which can then be used for remarketing/retargeting (with paid search, display or social) This works even better if you layer another audience with the same demographics or interests as your converters

44 Offline marketing/traffic to your site as a honeypot

45 Honeypots with traffic from offline marketing Offline marketing such as print, radio, outdoor, or TV can be used to drive traffic to vanity URLs such as yoursite.co.uk/radio Similar to landing page targeting - a remarketing audience can be created for this vanity URL and remarketing strategies used to reinforce branding or conversion messages When remarketing to an offline audience make sure you include the same messages in your AdWords ad copy as the offline ad that they saw originally (so they link to two experiences)

46 Getting more from your honeypots

47 Honeypots top tips You can use a range of methods/channels to act as the original source of traffic You need to have a big enough honeypot budget to get a minimum of 1000 visitors/cookies to create an Analytics remarketing audience You need to understand your audience to determine the best type of content to use as your honey You need to test both the ads and the end content (on your landing page) to get the best results In addition to bid modifiers, try testing remarketing ads with #tags or other messages seen in the original source adverts Don t forget to use retargeting in paid social and display, for example by setting up a Facebook Pixel

48 Using your own customer data in AdWords

49 Collection of s (Customer match or customer audience) Collection of addresses can be used for creating customer match (AdWords) or custom audiences in Facebook and LinkedIn s can be collected offline or uploaded from existing databases (e.g. MailChimp integration in Facebook) Lead generation ads can be used in Facebook and LinkedIn to collect details, which can then be used for customer match or custom audiences Use of lead generation forms or customer data on ecommerce sites, can also be used for this however you will need to proactively ask consent due to the new GDPR regulations (May 2018)

50 Creating Similar or Lookalike audiences Use Customer match to create an audience

51 Creating a similar audience in AdWords

52 CRM or lifetime sales value data imported into Analytics or AdWords Importing sales data from ecommerce website into AdWords or Analytics can be used to identify individual sales and customer ID S and for creating lifetime value analysis. This can also be used for creating remarketing layers Salesforce has an inbuilt functionality for integrating with AdWords, but it is also possible to import other data from other CRM system for use in creating remarketing audiences Any other data collected in store, e.g. Loyalty cards or EPOS systems can also be imported into AdWords or Analytics for matching with GCLID or GA unique identifiers

53 Making these strategies happen!

54 Success factors To carryout these techniques you are going to need a mix of skills or a team of staff with different specialised knowledge Success will depend on a balance between depth of technical knowledge, breadth of job role and siloed or integrated department structure Depth of technical knowledge Breadth of job role Integration vs siloed departments

55 Managing multi-channel campaigns Integrated approach will often be hindered if teams work in siloes Skills of the individual or team will impact the effectiveness of an integrated strategy Ideal team management would be: Senior account manager (with multi-channel experience and lots of client management experience) A team of several technical specialist (each with expertise in a specific channel) Anicca uses a combination of account managers/directors and mixed teams of technical specialists

56 Don t forget KPI and attribution Agree KPI in advance Total number of conversions Cost of conversions within AdWords Total cost of conversions across all channels (so cost of original channel is included) Need to consider attribution techniques (last click is not applicable with these integrated techniques)

57 Takeaways

58 Takeaways Paid search can still provide insight for SEO teams Reconsider paid display new targeting options can give great results Use various tools to profile your converters (remarketing lists or uploaded customer data) including AdWords Insights, Analytics demographics or Interests and even Facebook Insights Use remarketing and retargeting to link techniques togethers we call this honeypots when it uses more than one channel Use honeypot content to attract your target audience back to your site, with traffic from a range of cheap sources this can include paid social, paid display, affiliate traffic, SEO/PR and offline traffic to a unique page Test various types of honeypot content for both B2C and B2B Use remarketing to re-engage your users when they are actively searching or shopping Use your customer data from your CRM within AdWords and Analytics (Customer match or custom audiences) Look at your skill set and team structure to break down the siloes!

59 Thank You anicca.co.uk Anicca Digital Leicester