Search Segmentation and Cross- Channel Remarketing

Transcription

1 Search Segmentation and Cross- Channel Remarketing Matt Naeger EVP Digital Strategy

2 There are many reasons why people search I need a new car I just had a baby I got a new job There was a bad accident on my way to work I moved to a cold weather city from a warm weather area My neighbor just bought a Jeep I love my family I m feeling down

3 Search intent used to be just the keywords that we used SUV Reviews SUV Reviews SUV Reviews SUV Reviews SUV Reviews SUV Reviews SUV Reviews SUV Reviews 3

4 And we did very little to adjust our advertising 4

5 Connecting data from multiple channels can inform our programs DEVICE ONLINE COMMENTARY SITE VISITATION SOCIAL MEDIA USE BUYING BEHAVIOR DMA Owns a smartphone, 10.5 tablet, laptop Doesn t watch TV unless it is online Visits Sports, News, Fashion sites Travels with friends and family mostly Needs space and safety in a car Has a dog, and three kids Just moved and got a new job Has a PHD in Psychology Likes to hike in the mountains Sarah Age 34 Income $100K Female

6 But we must do something with it» Change our bidding Bid Up/Down Don t Bid at All» Change the experience Ad Copy Landing Pages Messaging Display Tagline Facebook Video Need» Develop sequencing of message/offer» Optimize to different KPI s Customer Offer Activity Value 6

7 Three people search for a shoe Sarah 26 years old Active Fashionable Social Single Mandy 37 Years old Active Fashionable Social Married 2 Kids $18 $65 $104 Jen 53 Years old Active Fashionable Social Divorced 2 Kids 1 Grandchild 7

8 Three people search for a shoe James 26 years old Active Fashionable Social Single Henry 37 Years old Active Fashionable Social Married 2 Kids $18 $65 $104 Kenny 53 Years old Active Fashionable Social Divorced 2 Kids 1 Grandchild 8

9 Inform you search programs through cross-channel remarketing Display 1-3 Paid Search Display Site Activity 4-X Paid Search Display Search Activity 6-X Paid Search Display Direct Mail Prior Experiences Look-a-like Cross-Channel Retention

10 Build out the customer journey Recreational Sports Family Ashley is planning a ski vacation for her family and she is looking to buy new gear. ski equipment She performs a search research the latest equipment and compare prices. As she runs errands, she receives an SMS message reminding her of her available The League reward points After visiting Sports Authority, Ashley later sees an ad on Facebook and Twitter showcasing ski gear. Sports Authority The Google RLSA program is utilized to prioritize and customize the branded ad After visiting the site through Search she selects specific products she would like to purchase and adds to her cart so she can review with her husband later. That evening she receives GDN Dynamic remarketing ad showcasing the specific products she has in her cart, which reminds her to go back and purchase. 10

11 Optimization of programs is done by different KPI s at each stage ROI, Cost Per New Customer, Margin KEYWORD: summer shoes Awareness KPI: % of Placed in RLSA % of New and Returning Customers Purchases memorial day shoe sales Consideration Product pages visited Items added to cart Purchases suede and python print gladiator sandal Conversion Purchases ROI Margin

12 Case Study CONTEXT Top 5 Telecom and Media Company Top 10 Search Spender Globally Personalization and Remarketing Multi-channel and cross device Locality and mobility Multi-Billion Dollar E-Commerce Business CHALLENGE Customer Insight and Segmentation emerchandising (i.e., enhancing the in-store experience) Loyalty and share of wallet Targeting the right offer & experience to the right audience at the right time SOLUTION Develop cross-device program using RLSA to up-sell and cross-sell key audience segments 12

13 Limitations of Traditional Search Remarketing Traditional Search Strategies only allow for site activity level Audience Targeting making it siloed from other channels. DMP Cross Channel Decisioning Site Activity 3 rd Party Audience Data CRM Customer Data Sophisticated Onsite Data Offline Data Real Time Integration Search Display Network Social Networks Site Personalization 13

14 New Remarketing Capability Allows for True Connected CRM Merkle has built a work-around to Remarketing for Search (RLSA) that allows for more sophisticated data to be pulled into remarketing lists. DMP Cross Channel Decisioning Site Activity 3 rd Party Audience Data CRM Customer Data Sophisticated Onsite Data Offline Data Real Time Integration Search Display Network Social Networks Site Personalization 14

15 Business Impact This advanced implementation of retargeting enabled our client to overcome many of their business challenges. It allowed for a more customer centric approach to Search marketing. Business Challenges Due to Search Restrictions Audiences Receive Conflicting Offers Across Channels Non Customers Receive Generic Offers or Offers Based on Pages Visited Existing Customers Receive Generic Customer Offers Competitors are increasing presence, which could increase Customer Churn Example of Solutions Available by Connecting AAM to Search Remarketing Align offer delivery and messaging by Audience to the experiences being served across Display and Site. Change offers based on services abandoned in the shopping cart or services likely to purchase. Serve offers specific to those products or tiers a consumer does not have in their bundle, or is likely to upgrade to in the future Target consumers who are likely to Churn when they are doing research for products or competitors. 40% Lift in Sales Value 25% Lift in Conversion Rate 15

16 Thank You! MerkleRKG.com Merkleinc.com 16