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Does it Blend? How to Get the Most Out of Your Cross-Channel Marketing Data - Audrey Bloemer
- 1. Does It Blend?
How To Get The Most Out Of Your Cross-Channel Marketing Data
October 10, 2018
- 2. © 2018 Seer Interactive • All Rights Reserved • Page 2
Hey!
I’m Audrey…
… and yes.
I’m an
obnoxious
Eagles Fan!
Last time I was
in Dallas..
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Going Beyond the Search
Focusing on the Big Picture
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Outline ways PPC Managers can enhance
campaign performance by leveraging resources
from all digital channels.
GOAL:
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Your audience is not exclusive to Paid Search...
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They’re offline...
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They’re on their phones...
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They’re in Philadelphia...
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They’re in Dallas...
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They’re looking for answers.
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PPC
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PPC
SEO
Social
Stores
TV
RadioAmazon
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PPC
SEO
Social
Stores
TV
RadioAmazon
Geographic
location
Demographics
Weather Friends
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One cohesive strategy
- 17. © 2018 Seer Interactive • All Rights Reserved • Page 17Photo: brpconsulting.com
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mul·ti·chan·nel
ˈməltēˌCHanl,ˈməltīˌCHanl/ adjective
practice by which companies interact
with customers via multiple channels,
both direct and indirect, in order to sell
them goods and services.
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So when we are making PPC (or any business)
decisions…
we need to look at the whole picture
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At Seer… we are living into a new approach we
call ‘Data Strategy’
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Digital
Marketing
Sales
Team
Content
& Design
Teams
Traditional
Marketing
Product
Managers
Customers
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Digital Marketers are Online Sales People
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Putting it into Practice...
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Sales Data
to Inform Paid Social and Paid Search
Strategies
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Website Sales Data
Industry: eCommerce / Retail
Tactic: Using email addresses for
Social targeting → online
purchase history and shopping
behaviors to influence campaign
structure, budgets and ad
messaging.
Channels: Facebook, Instagram
Tools: Sales Data (w/ emails)
from CRM
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“Current Customer” Targeting Examples:
● Purchased Last 0-12 Months
● Repeat Purchases Last 0-12 Months
Align Campaign Structure with Purchasing Behaviors to
Improve Results (CTR, CVR, Optimize Budgets)
“Acquisition by Email” Targeting Examples:
● Fashion Purchasers Last 13-24 months
● Non-Fashion Purchasers Last 13-24 mos
● Back-To-School Purchasers 2017
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Align Campaign Structure with Purchasing Behaviors to
Improve Results (CTR, CVR, Optimize Budgets)
Performance Is Not
One Size Fits all…
“Current Customer” Targeting Examples:
● Purchased Last 0-12 Months
● Repeat Purchases Last 0-12 Months
“Acquisition by Email” Targeting Examples:
● Fashion Purchasers Last 13-24 months
● Non-Fashion Purchasers Last 13-24 mos
● Back-To-School Purchasers 2017
- 29. © 2018 Seer Interactive • All Rights Reserved • Page 29
“Current Customer” Ad Examples:
● Focused on latest product release….
○ We know they are active shoe buyers
Align Campaign Structure with Purchasing Behaviors to
Inform Creative Messaging
“Acquisition by Email” Ad Examples:
● Focused on ‘lifestyle’ and outfits
○ Haven’t purchased in a while, looking
to inspire
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How do we create consistency?
Know Email schedule and what they are seeing in their emails and what coupon code and hot brands...
Social Ad Email Blast
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Offline Sales Data
Industry: B2B / SaaS
Tactic: Using offline Sales Data
to influence Paid Search
campaign structure and budgets
Channels: Paid Search
Tools: CRM (Salesforce) +
Microsoft PowerBI
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Paid Search Cost Per Lead (CPL) by State
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Remember:
Online Leads do not mean Sales (Revenue)
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$413
Cost/Sale
$238
Cost/Sale
Paid Search Cost Per Sale (CPS) by State
Low
Sales
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Using these Insights...
Dig in to:
● Campaign Budgets & Targeting
○ Drill into Cities
● Search Queries by Region
● Review Ad Copy and Landing Pages
● Interview Sales Reps
● Review Sales Rep Training / Processes
● Census Data
● Company Sizes
- 37. © 2018 Seer Interactive • All Rights Reserved • Page 37
The Power of PowerBI is in the integrated
visuals to enhance analyses
1. Click on
State
2. Campaigns
auto update to
selected State
Data
3. Click on
Campaign & KW
auto update
selected
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Bridge
Relationship
Editor
Relationships
(joins)
Relationships
(joins)
Output:
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seerinteractive.com/blogyoutube.com/seerinteractive
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Online Behavior
to Inform Paid Search, Video and Paid
Social Strategies
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1
2
3
4
5
6
7
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1
2
3
4
5
6
7
1 SERP, 7 Features
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Search Engine Results Pages (SERP) can
inform keyword, copy and competitive
strategies
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Understanding the entire search landscape...
Download
from STAT
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Analyze SERP Features triggering on your Search
Terms
Download
from STAT
Shows what
position
Videos are
ranking
No Videos in Top 4 in January
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Reviewing Performance Changes overtime
No Videos in Top 4 in January Videos in Top 4 in June
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Increase in Video Search Results for your Search Terms
PPC Strategy: Prioritize PPC Keyword Coverage (Bids/Budget)
Digital Strategy: Video Optimization, Creation, Ads
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Using these Insights...
“Seven in 10 B2B buyers watch a
video sometime during their buying
process. Use that to your
advantage, and send them a
customized video.”
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“Questions about your prospect’s pain
points and objectives are closely tied to
a won deal.”
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Maximize opportunity by understanding the
full SERP landscape...
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Utilize “People Also Ask (PAA)” to influence
ads & landing page copy
Ads = Opportunity for
you to answer these
questions!
- 54. © 2018 Seer Interactive • All Rights Reserved • Page 54
STAT pulls PAA and ranking domains across search
terms that we use to inform strategy
PPC Strategy: Update Ad Copy, Update Sitelinks, Ad Extensions, Landing Pages
Search Strategy: Update Meta-description
- 55. © 2018 Seer Interactive • All Rights Reserved • Page 55
PPC informs SEO SEO updates
metadescriptions
+$16.7k
Monthly
Revenue
+69.62%
CTR
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Saving Benjamins
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What you need...
Organic Ranking
Data
PPC Search
Terms
Two Data Sets:
Three Reports
to Inform Strategy
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NGrams
Report #1
KW Intent based on SEO Rankings
RankRank
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http://guidetodatamining.com/ngramAnalyzer/
Ngrams help you quickly
ID themes for expansion
or efficiency optimization
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Report #2
Keyword & URL Themes
Using Rankings & Search Terms
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Report #3
Converting Search Terms + SEO Rank
Low SEO Rank
High PPC Converter
Opportunity to Optimize Page
(SEO)
High SEO Rank
Low PPC Converter
Opportunity to Improve Keyword
(PPC)
- 62. © 2018 Seer Interactive • All Rights Reserved • Page 62
Looking beyond the SERP, leveraging onsite
data
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Heat Map
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“Hospice vs.
Palliative Care”
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Google Analytics Top Page Report, Filtered by
Pageviews & Bounce Rates
Outdoor Kitchen
How to Clean Your Deck
Decks & Railings
- 66. © 2018 Seer Interactive • All Rights Reserved • Page 66
Google Analytics Top Page Report, Filtered by
Pageviews & Bounce Rates
Outdoor Kitchen
How to Clean Your Deck
Decks & Railings
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The Process...
Review
Search
Terms
Review
Rank,
Result
Types
Review
Onsite
Behavior
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Useful Tools to Start / Use the Data
Advanced ($)
● STAT Search Analytics
● SEMRush
● Conductor
● Moz
● Hot Jar
● Crazy Egg
Free
● Google Searches
● Google Search Console
● Google Analytics
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Customer Sentiment
to Inform Paid Search and Paid Social
Strategies
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Where to Find the Data...
Offline:
Customer Call Logs
Customer Interviews
Sales Reps Interviews
Online:
Search Queries
Online Forums
Customer Reviews
Google / HotJar Surveys
Dynamic Search campaigns
- 71. © 2018 Seer Interactive • All Rights Reserved • Page 71
● Sales Rep Ride Alongs
● Customer Interviews
● Online Reviews
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“offered in 5 counties”
“Experts in care”
Not Speaking to our
audiences
emotional needs.
“Best in hospice”
Before
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“Focuses on comfort”
“We bring hospice to you,
Wherever you call home”
Addressing our
audience and their
emotions.
After
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Launched New, Emotional Ad Copy
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Launched New, Emotional Ad Copy
+70.5%
Higher
CTR
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Useful Tools to Start / Use the Data
DATAMINER - Online Scraping
https://data-miner.io/
Buzzsumo - Find Most Shared Content and Influencers
buzzsumo.com/
Categorize Queries & Comments at Scale
TagCrowd
Online NGram Analyzer
MeaningCloud - Extract Meaning from Content
meaningcloud.com/
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Audience Insights
To build targeting and understand intent
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The Power of Affinity Audiences
The Affinity Audience has
accounted for all Career Lead
Completions and Calls
(compared to in-market)
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Homepage Visitors
Audience Insights Report
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Audience Insights Report | Digging Deeper
Converters
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Before
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After
+5%
CVR
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Understanding How Facebook Influences Search
Marketing...
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Use data to determine
marketing budgets, prove
value of Social, create full
funnel strategy
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Useful Tools to Start / Use the Data
Sprout Social - Social management, advocacy, analytics
sproutsocial.com
Creative Monitoring Online
Moat.com
Adespresso
Facebook.com
Audience Insights
Facebook
Google Ads
Google Analytics
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To Sum it all up...
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We all win...
When we work together