1415 track 2 richardson
•
1 j'aime•322 vues
This document provides an overview of topics from an eMetrics Summit presentation on making yourself indispensable to your search marketing team. It discusses viewability and campaign types in display advertising, targeting and ad types in social media, redirects and URLs in SEO, and match types, cannibalization, and complementarity in paid search. It also describes the presenter's company's approach to training through a generalist model and emphasizing emotional intelligence.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (15)
Similaire à 1415 track 2 richardson
Similaire à 1415 track 2 richardson (20)
Plus de Rising Media, Inc.
Plus de Rising Media, Inc. (20)
Dernier
Dernier (20)
1415 track 2 richardson
- 1. Make Yourself Indispensable to Your Search Marketing Team eMetrics Summit NY – October 31, 2017 img source: huffingtonpost.com
- 2. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 3. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 4. Viewability Giving Publishers Grey Hair Since 2014 Performance Display img source: marketingmag.ca
- 5. Viewability Greater than or equal to 50% of pixels in view for at least one second img source: stateofdigital.com Performance Display
- 6. Viewability – Video 2 continuous seconds of the ad played while still meeting 50% pixel requirements img source: marketingland.com Performance Display
- 7. So how do I use viewability to help my marketing team? Analyze viewability against performance • Size • Placement • Site/Domain/Publisher • Creative Type • Mobile/Desktop/Tablet • Engagement (Rich Media)
- 8. Use frequency combined with viewability to find opportunity Performance Display
- 9. Campaign Performance Different Campaigns, Different Measurement, Different Goals Performance Display img source: primosolutionsllc.com
- 10. Measuring marketing objectives against different goals Build Awareness Influence Consideration Drive Action Grow Loyalty Get customers to: Get customers to: Get customers to: Get customers to: • See your ad • Become aware of your brand Measurement examples: • Reach, Frequency, Viewability • Brand awareness growth • aided vs. unaided • Engage with your content • Visit your website (click/view- through) • Buy on your website/app • Call/Visit your business • Install your mobile app • Purchase repeatedly • Engage with your website/app Performance Display
- 11. Measuring Lift How do I know if this display stuff really worked? Delete this box and replace with image(s). Delete this box and replace with image(s). Delete this box and replace with image(s). img source: jlg.com, curtislifts.com, stowe.com Performance Display
- 12. Measuring Lift PSA / Placeholder Campaigns: split target audience, run PSA ads to one group creating a “control” that wasn’t exposed to our ads – measure lift. But… img source: google search Performance Display
- 13. Measuring Lift Intent-to-treat: Ignore all exposure info in treatment and control groups. Randomly divide target audience and show ads to one list to measure causal effect of the advertising. But… Performance Display img source: thinkwithgoogle.com
- 14. img source: webpacman.com Measuring Lift Ghost Ads: record when we wanted to show the ad, ensuring that control group who would have been exposed are comparable to treatment group Performance Display
- 16. Cross-Channel Impact Does display have an impact on the performance of other marketing channels or vice- versa? Performance Display Photo by Austin Chan on Unsplash
- 17. Cross-Channel Impact Moving Away From Last Click Performance Display
- 18. Cross-Channel Impact Some Findings from Harvard & Ozyegin Performance Display source: https://www.slideshare.net/gesterling/do-display-ads-influence-search •Display advertising does indeed generate more search volume, clicks and conversions •Search ads don’t drive increased interaction with display ads, however •The effect of display ad exposure on search may not be immediate but is significant “after a period of two weeks” •Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics •There are budget-allocation implications from the researchers’ “dynamic” ROI analysis that argue for a higher search spend
- 19. Cross-Channel Impact The Display-Search Connection Performance Display x% Increase In Branded Search Impressions Perform Geo Experiment Hypothesis: Display push drives incremental brand search lift
- 20. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 21. Paid Social Targeting Facebook and Instagram can target off of metrics found in Google Analytics – demographic, location, interests img source: facebook.com
- 22. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 23. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 24. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 25. Paid Social Right Rail Once the persona non grata of the Facebook ad family, the right rail ad is making a comeback img source: giphy.com
- 26. Paid Social Photo by Igor Ovsyannykov on Unsplash Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results
- 27. Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results Paid Social AD TEXT AD HEADLINE LINK DESCRIPTION
- 28. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •The most popular headline is just 5 words long •Ad text are slightly longer at 14 words •Link descriptions are 18 words on average •Most popular/used words •You, Free, Because, Instantly, New •If you want to stand out, go negative •Sentiment analysis may generate stronger reactions and more activity on your ads – help solve a problem ”hate it when” “isn’t it awful” •CTA’s aren’t used effectively •Test, test, test, test – one ad won’t cut it Paid Social Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results
- 29. Photo by Eric Michael on Unsplash Paid Social Engagement Engagement on social media might not matter for your brand success
- 30. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 31. Redirects 301 vs. 302 Server side vs. Browser SEO Photo by Jamie Street on Unsplash
- 32. SEO
- 33. SEO
- 34. Photo by imgix on Unsplash img source: cbronline.com & amazon.com SEO
- 35. URL’s From the old… SEO Photo by John-Paul Joseph Henry on Unsplash
- 36. URL’s …to the new SEO img source: businessinsider.com
- 38. Views How many of you have separate views for blog, support, other subdomains? SEO
- 39. NotSetNotSetNotSet Organic is already at a data disadvantage by missing keywords img source: marketingmag.ca SEO
- 40. • Landing Pages • Page Titles • Hostname • Source • Medium • Campaign • Content • Organic Keywords • Paid Keywords • Browser • Browser Version • Geo Location • Reverse Goal Path Areas Where You Might See (not set) SEO img source: sciencemag.org
- 41. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 42. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Paid Search
- 43. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
- 44. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
- 45. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase data conference in New York Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
- 46. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
- 47. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
- 48. Keyword Cannibalization Keyword cannibalization is when pages on your site compete for the same keywords img source: searchenginejournal.com Paid Search
- 49. Email Cannibalization Your fantastic marketing automation campaigns can sometimes cannibalize from SEO and Paid Search – but is this bad? Yes? No? Paid Search
- 50. Cannibalization of SEO by Paid Search (and vice- versa) This isn’t true based on research and anecdotal evidence img source: google.com Paid Search bit.ly/SEOSEMIncremental
- 51. I was not aware of your brand img source: youtube.com Paid Search
- 52. img source: 512pixels.net Paid Search
- 53. •Is there a page that SEO sees a very high conversion rate or high revenue that is NOT being bid on by Paid Search? Paid Social Complimentary Paid Search Are there opportunities within your site to improve performance from paid or organic traffic?
- 54. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •If you find high bounce, high traffic SEO pages, perhaps bidding on keywords (as limited as this data is) and trying to send people to a different page? •Using Search Console and AdWords together with teams to discover untapped opportunities – create hypotheses and see if data reflects it – dig into data and create hypotheses from that Paid Social Complimentary Paid Search Are there opportunities within your site to improve performance from paid or organic traffic? •Is there a page that SEO sees a very high conversion rate or high revenue that is NOT being bid on by Paid Search?
- 55. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
- 56. Elite Academy Our one stop shop for every aspect of training
- 57. How we do it Macro training Photo by Douglas Williams on Unsplash
- 58. How we do it Micro training Photo by Chetan Menaria on Unsplash
- 59. Marketing Analytics Technical Analytics Marketing Analytics Lead Technical Analytics Lead Senior Marketing Analyst Marketing Analyst Associate Analyst Analytics Engineer Associate Analyst Associate Analyst Associate Analyst Associate Analyst Technical Analyst
- 60. Photo by MI PHAM on Unsplash
- 61. Photo by Vlad Tchompalov on Unsplash
- 62. Photo by Cristian Newman on Unsplash