Paid Search in Technology & Media Mix
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Christi Olson is a Search Evangelist at Bing who discusses how search is evolving from query-based searches on desktops to personalized searches across multiple devices using technologies like Cortana, Siri and Alexa. Bing research shows search plays an important role across all stages of a customer's decision journey. The document also discusses how search is becoming more predictive, personalized and proactive through artificial intelligence and how this benefits advertisers on Bing.
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Paid Search in Technology & Media Mix
- 1. @ChristiJOlson Search Evangelist SEMPO Houston Paid Search in Technology & Media Mix
- 2. Christi Olson Search Evangelist, Bing | Microsoft Professional Background @ChristiJOlson Introducing Roy: May 8th, 2016 Boy Meets Girl Happily Ever After Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer
- 4. What is the Customer Decision Journey? The CDJ is the series of behaviors and interactions a customer takes throughout the purchase path
- 5. My purchase decision journey began a little over 5 years ago… When I needed a new car and knew we wanted to have a baby.
- 6. Consumer Decision Journey: My car seat doesn’t fit in my sedan! See friends post pictures of various Volvo SUVs on social media. Search for “safest vehicle reviews”. Click organic listing. Search for “best family vehicle”. Click paid listing. Visit Volvo website. Notice Volvo display ad on Car and Driver. See TV ad for Volvo Summer Sales Event. Search for “Volvo XC90”. Click paid listing. Visit Volvo website. Find local dealer. Purchase at dealership.
- 7. Search is the glue – It fits across all stages of the Customer Decision Journey Learn More Become Informed Explore Refine Options Compare: Ratings, Reviews, Features & cost Availability & Price Loyalty & Get Help
- 8. Understanding the cost of failure…
- 9. Understanding the Types of Journeys FrequencyofPurchases Cost of Failure Consideration Low High Buying Diapers Buying a Home Buying Baby Mattress & Crib Buying a Car Seat Buying a Car
- 10. Where is the consumer on the continuum? FrequencyofPurchases Cost of Failure Impulse Habitual Deeply Considered Somewhat Considered Somewhat Considered
- 11. Understanding the Somewhat Considered Purchase:
- 12. Understanding the Deeply Considered Purchase:
- 13. Matching Queries to Intent in Each Stage Broad - Generic Keywords Brand - Make - Model Questions: “Where” Price
- 14. Using search across the Journey
- 15. Bing Proprietary Research What is the value of search participating across the journey? There is incremental value outside of receiving a paid click. Consumers who see a brand ad on non-brand queries have a measurable, and statistically significant lift in: • Unaided Brand Awareness • Purchase Intent • Market Leadership StatisticallySignificant Increase
- 16. 72% of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click. Bing Proprietary Research How brand and non-brand keywords fit into the journey Non-Brand … Brand Non-Brand … Brand
- 17. Bing Proprietary Research Appearing in on Non-Brand queries in the TOFU increases future brand searches 30% More likely to do a branded search after being exposed to a brand ad on a generic search query or a competitors branded query
- 18. 15% Increase to conversion rate after users were exposed to a branded ad on a generic or competitive brands search query. Bing Proprietary Research And there is a statistically significant lift to conversion.
- 19. Understanding the Type of Customer
- 20. CDJ Action and Takeaways 1. Leverage site links that allow consumers to self-identify their CDJ stage, and immediately take them where they want to go. 2. Create custom landing pages for the different stages of the CDJ. 3. Create longer-tail keyword phrases to catch searchers within different stages of the CDJ. 4. Place UET tracking tags on your site and set up remarketing campaigns which will enable you to reach consumers throughout their journey. 1. Leverage Product Ads, where pricing and promos can be listed. 2. Focus on “Where.” The keyword “where” signals an intent to buy. 3. Be sure your campaign and site are mobile-friendly to catch consumers on the go. 4. Set up remarketing campaigns targeting users with strong intent signals, such as those demonstrating product page engagement and shopping cart abandonment.
- 22. Technology is advancing rapidly
- 23. Evolution of Search Cortana. Siri. Alexa. Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow. 2000 Query Search Match Types Text Ads 2010 Demographic Search Day Parting Language 2012 Mobile Search Device Bidding Location 2016 Voice Search TOMORROW Personalized Search Actionable Predictive BEYOND Artificial Intelligence 2013 Audiences RLSA 1990 1st Search Engine
- 24. Evolution of Search Language in Search is Expanding OLD SEARCH Match type Desktop QueriesClicks Product Driven NEW SEARCH Mobilized People-Driven Actionable Integrated Localized Predictive Customized Personalized
- 25. Search is the glue
- 26. PERVASIVE Everywhere on any device PREDICTIVE Anticipating events & needs PROACTIVE Giving answers before I ask Anticipating the future of search
- 27. Cortana & Windows 10 Pervasive Intelligence
- 29. Why advertise on Bing? 20.1% U.S. search share1 % % 32.8% Bing Network
- 30. Predicitive Intelligence Predicting a cure for cancer?
- 31. Proactive Intelligence Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
- 32. Bing is reshaping advertising as we know it…
- 33. TopSpot is a Bing Ads Partner Benefits of being a Bing Ads Partner grants TopSpot: • Access to the robust Bing Ads API for easy and efficient campaign creation, optimization and management. • Expanded suite of advertising solutions for your clients, including the Microsoft Advertising Exchange. • Access to training, account service support and marketing tools to help drive more effective advertising solutions for your clients. What that means to you, as a business owner: • More time to focus on daily operations and providing better service to their customers. • The ability to reach their desired audience through advanced targeting capabilities, including location, radius and demographic targeting. • Assurance of working with a Bing Ads SMB Partner to maximize their return on investment. • A high-quality audience. Reach 168 million unique searchers on Bing and Yahoo who spend 24 percent more online than the average Internet searcher.1 Partnering with Top Spot & Bing 34
- 34. Contact Info Full Name: Christi Olson Company: Microsoft, Bing Advertising Job Title: Search Evangelist Twitter: @ChristiJOlson THANK YOU!
Notes de l'éditeur
- For years, paid search has centered around clicks. Getting the most clicks. Getting the highest click-through rate. Marketers have obsessed at delivering the most clicks for the lowest cost. But who is behind all of those clicks? And what are they really looking for? New research at Bing Ads now allows us to better understand the customers behind those clicks and where they are in the customer decision journey (CDJ). Such insights not only help advertisers to optimize their campaigns, they also help to further search as the personal assistants of tomorrow. All consumers go through five distinct stages, which vary depending on the type of purchase: initiation, research, comparison, transaction and experience. For different types of journeys, each stage has a different level of importance, depending on cost of failure, frequency, cost and complexity of the task, and the type of shopper. Whether you are hopping online to replace a broken espresso maker or find yourself in the rather unpleasant market for a new hot water heater, you are subject to the same five CDJ stages, although they will vary in length and importance. For the espresso maker, you’ll probably skip the initiation and research stages and start to compare models for an immediate purchase. For the hot water heater, you’ll need much more time to get educated before making a decision. Who knew the future of water heaters was tankless? And that a tankless water heater could save you hundreds each year? You’re now ready to enter the comparison stage.
- As we look at the consumer deskins journey, we had three key questions we were looking to answer: What type of journey is this customer on Where is the consumer on the DCJ What type of consumer is it By identifying the type of journey, the shopper’s CDJ stage and the type of shopper, you can deliver a higher-utility set of content and actions within Search We’ll look at each one a little more closely.
- In an slightly considered, consumers are likely to skip or condense the education and consideration phases. These consumers are acting in response to familiar sources and/or low cost of failure. If your customers center mostly around shorter/habitual/impulse journeys, then it is highly important to appear at the critical purchase stage. Your content should focus on ratings, reviews, pricing, promotions and local targeting. Your consumers are thinking, “Which stores have the best deal?,” “Are there coupons available?” and “How quickly can I get it?”
- In order to better understand the unique journey types all consumers go through, researchers created a continuum chart below that compares two driving factors within every purchase: frequency of a purchases against the potential cost of failure. These two elements will help advertisers pinpoint the consumer mindset and which CDJ stages are most important to their customers. Highly frequent, high-cost-of-failure purchases place customers on a deeply considered journey type. Infrequent, low-cost-of-failure purchases place consumers on a slightly considered/habitual/impulse journey type. Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
- In a deeply considered journey, consumers may come to us at any point in the process. We can expect that they will look for answers that address any stage of the journey, and look to accomplish the specific goal of that stage before making a purchase. As a consumer gains confidence with a particular journey type or a specific source for answers, the overall journey may shorten. If most of your consumers are within deeply considered journeys, it will be important for your brand to appear within each stage of the CDJ. Your search strategy should be to help consumers initiate, research, compare, purchase and continue with a follow-up. You should develop content around research, buying guides, ratings, reviews, features, pricing, availability and future services. Your customers span across various stages and are thinking, “What are my options?,” “Do I need one?,” “Which model got the best reviews?” and “How much will it cost?” You can see this example come through for consumer that may be interested in replacing their water heater – a complex decision. And you will want to provide touchpoints and answers across the different stages. Initiation: I need a water heater. What IS a tank-less water heater? Why would I buy one? Research: I learned enough to know I want a tank-less water heater. What do I need to know about my house to select one? What are the options and features I need to choose from? Comparison: I’ve narrowed my list of options. Which model has the best set of features for me? Which model and manufacturer get the best reviews? How much will it cost? Transaction: I want to buy a Rheem RTE-13. Which store has the best deal? Is there a coupon I can use? Can I get it delivered and installed Customer Services: I need an install kit for my water heater. Which model did I buy again?
- Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
- Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
- Note: The data from this study is from a large US Auto Manufacturer. Source Data: Internal Microsoft Research August 2016 Bidding on non-brand/conquest terms display inherent value aiding brand recall leading to higher conversion rates. 72% of Branded ad clicks were preceded by a conquest or non-brand term. A conquest query is a search query involving one of the competitors brand terms. For instance, at Bing, Adwords, Google or Yahoo Gemini would be examples of conquest queries. Generic queries are queries that do not contain your brand, i.e. Microsoft or Bing, or product specific brands (example: adCenter, Bing Ads, Hotmail, Outlook), generic would be something like email.
- Note: The data from this study is from a large US Auto Manufacturer. Source Data: Internal Microsoft Research August 2016 Bidding on non-brand/conquest terms display inherent value aiding brand recall leading to higher conversion rates. 72% of Branded ad clicks were preceded by a conquest or non-brand term. A conquest query is a search query involving one of the competitors brand terms. For instance, at Bing, Adwords, Google or Yahoo Gemini would be examples of conquest queries. Generic queries are queries that do not contain your brand, i.e. Microsoft or Bing, or product specific brands (example: adCenter, Bing Ads, Hotmail, Outlook), generic would be something like email.
- Note: We can’t mention the brands that are here in notes. We can only mention that it is a large US Auto Manufacturer. Source Data: Internal Microsoft Research August 2016 Data and Findings: 30% 70% Exposure to a branded PPC ad on a non-term query increased conversion rate 15% on subsequent branded searches Bidding on non-brand/conquest terms display inherent value aiding brand recall leading to higher conversion rates. 72% of GMC Branded ad clicks were preceded by a conquest or non-brand term. Users exposed to a GMC ad on non-brand/conquest query had a 15% higher CR.
- Understanding the consumer also has tremendous benefits. Roughly 2/3rds of shoppers fall into 1 of 3 shopping styles. Knowing what type of consumer you might have for your business can help solve for what type of experiences you should deliver to them. For a Researcher, they are looking for help from all sides and like advice in the form or recommendations or buying guides For the overwhelmed, they know what they want from the start and are more generally knowledgeable about the purchase decision and would prefer curation For the expert, since they already are knowledgeable, developing experiences that show them the latest trends maybe helpful
- As the search providers continue to invest in tools and capabilities to target audiences, it becomes increasingly important to understand user intent and the consumer mindset. Consumers expect search results that are personalized, localized and actionable. They are shouting, “What is a tankless water heater?” from across the room to their Amazon Echo. They’re searching for espresso makers on their phones. And in their cars. Tomorrow’s leading advertisers need to be ready with contextualized content delivered at the right moments. Now is the time to move away from the click mindset and start building out strategies to better connect with your customers.
- Now, information is not what it used to be. The way we think about it has changed. The information we get, the way we access it, the way we consume it and the way we search for it has changed. The results we want and the searches we’re conducting are shifting. We don’t want a barrage of information or a list of links. We expect more from our technology. We don’t want to learn it, we want it to learn us. Where we are, who we are, what we’re thinking, even what we should be thinking. We want predictive, personal results. We want results that are intuitive and smarter than the keywords we might clumsily thumb into a search field. We want results that are with us not just in location, not just in subject, but with us in mindset.
- Build out to the content on the next slide. This could be done with three separate slides or
- The first is pervasive intelligence, Cortana will be there with you on any device wherever you go. So it doesn’t matter if you are on a phone, or a tablet of a laptop, a smart TV, Xbox or hololens – Cortana and by extension search will be there with you to give you the information that you need.
- Now we’re bringing together all of that intelligence into some really cool experiences powered by Cortana. Being able to anticipate needs and remove barriers to get the things you need easier and quicker all with a very natural interface. We call this conversation as a platform and I want to show you what that’s like.
- We’re using Bing searches as an early warning signal for people suffering from pancreatic cancer. Currently the 5 year survival rate for pancreatic cancer is just 3%. This methodology more than doubles that survival rate to 7% by looking for tell tale signs in search behaviour that could mean people have cancer. Optimistic estimates suggest 1 in 6 pancreatic cancer patients could be discovered this way. And the accuracy is phenomenal with just 1 in 100,000 false positives. There are 340,000 new cases of pancreatic cancer every year globally and sadly that number is on the rise. That’s 51,000 people (a packed football stadium) we could help by doubling their chance of beating cancer and an additional 2040 people that don’t have to die needlessly.
- Now predictive intelligence is a fascinating area and one that is developing rapidly for us. We are using the power of search and the machine learning algorithms behind Bing to anticipate what’s going to happen in the future.