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Keyword research is often overlooked as a valuable source of market research data. Most of the time, keyword research is handed off to junior bid strategists or non-analysts. But what happens when you combine search data with other data? You get incredible insights! Panel session given at 2012 eMetrics Marketing Optimization Summit. Sorry, some of the animation builds don't work here.
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Keywords are Key!Dana Todd, SVP Marketing
June 25, 2012eMetrics Chicago!
Who’s the Chick with Purple Hair? Leader: SVP Marketing at Performics
Pioneer: Co-founder of SEMPO, Newsforce and SiteLab
Expert: 15 years Internet & search marketing, expert witness, influencer
Analytics cred: Founded Supermath analytics conference (but can’t do math in my head)
© All rights reserved. Performics. Proprietary and Confidential.
Tweeting? @danatodd and @performics
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Performics inspires participation by integrating highly efficient media with relevant brand experiences.
The original performance marketing agency We live performance: 25% of our revenue is
from client ROI Top 5 buyers of search in the US, and top 10
globally More than 800 experts in 18 countries Category specialization includes automotive,
CPG, education, financial services, healthcare, insurance, retail, tech, and telecomm
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You Know You Need It: Unified Customer View
Source: PulsePoint “Bridging the Digital Divide” 2012 PulsePoint.com
Behold! The lowly keyword…
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© All rights reserved. Performics Proprietary and Confidential.
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chicago hotelschicago hotels downtowndowntown chicago hotelschicago hotel dealscheap chicago hotelsbest chicago hotelschicago hotelchicago downtown hotelschicago il hotelschicago hotels dealschicago hotels mapchicago hotel packageschicago hotels cheaptop chicago hotelschicago downtown hoteldowntown chicago hotelcheap chicago hotelchicago hotel suiteschicago airport hotelschicago hotel roomschicago hotels magnificent milechicago loop hotelschicago cheap hotelschicago hotels with free parkingchicago hotel discountchicago hotel dealchicago cheap hoteldiscount chicago hotelschicago airport hotelchicago hotels with poolsaffinia chicago hotelchicago area hotelschicago hotels discountchicago luxury hotelschicago hotel cheapchicago hotel downtownchicago hotel rates
chicago hotel reservationschicago hotel reservationmagnificent mile chicago hotelschicago boutique hotelschicago o hare hotelsrenaissance chicago hotelchicago river hotelmichigan avenue chicago hotelsboutique chicago hotelschicago hotel suitechicago hotels near navy pierchicago discount hotelchicago hotels suitesdowntown chicago hotel dealschicago ohare hotels5 star chicago hotelschicago hotels near wrigley fieldchicago w hotelbelden stratford chicago hotelchicago fairmont hotelchicago hotel searchchicago hotel deals last minutechicago hotel specialschicago hotel pricesmccormick place chicago hotelscheap downtown chicago hotelshotels in chicagorenaissance blackstone chicago hotelchicago lakefront hotels
hotels downtown chicagocheap hotels in chicagohotels in downtown chicagoseneca hotel chicagow chicago hotelchicago hotel 71wyndham chicago hotelchicago cheap hotels downtownchicago hotels downtown cheapdowntown chicago hotel packageschicago hotel specialchicago illinois hotelstremont chicago hotelhotels chicago downtowndowntown chicago cheap hotelschicago ohare hotelfairmont chicago hoteldrake hotel chicagochicago hotels near union stationchicago and hotelhotel 71 chicagohotels chicago ilhotels in chicago illinoislast minute chicago hotel dealschicago hotel mapchicago sax hotelchicago chinatown hotelsuites chicago hotelcheap hotels in chicago downtownavenue hotel chicagohotel sax chicagochicago hostels
chicago hotel reviewscheap hotels downtown chicagochicago hotels lincoln parkbed and breakfast chicagochicago dealschicago magnificent mile hotelsmap of chicago hotelscheap hotels in downtown chicagotop hotels in chicagochicago best hotelsindigo hotel chicagochicago hotels downtown magnificent milecheap hotel in chicagodowntown chicago hotels mapchicago bed and breakfasthotels chicagochicago luxury hotelchicago suite hotelschicago hotel deals magnificent milechicago hotels near airporthotels in downtown chicago ilsutton hotel chicagohistoric chicago hotelschicago o hare airport hotelsthe dana hotel chicagochicago hotels navy pierchicago hotels on magnificent milepalmer hotel chicagoinexpensive chicago hotelshotels magnificent mile chicago illinois
chicago hotel deals downtownw hotel in chicagogold coast chicago hotelscheap chicago hotel roomsdrake hotel chicago ilcheap chicago hotel dealschicago motelsdiscounted chicago hotelschicago suitesinn of chicago hoteldowntown chicago hotels with poolschicago hotels magnificent mile dealscheap chicago hotels downtownmap of downtown chicago hotelscheapest chicago hotelsmotel chicagomagnificent mile hotels chicagohotel chicago usahostels in chicagochicago motelpet friendly chicago hotelsunion station chicago hotelshotel chicago cheapcheap hotels chicago ilchicago airport hotelschicago hotel rooms
It’s easy to drown…
One good insight can unlock inspiration…
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Who’s behind the searches? Challenge: Look beyond clicks and
conversions Method:
Map keywords to valued segments & behavioral data to drive strategic planning opportunities
Segmentation analysis via search data + other data sources
Outcome: Detailed Searcher Profiles
Case Study: Consumer Financial Brand Uncovers High Risk Customer behind Top Keywords
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Big Wins for Consumer Financial Services Client
Key Take-aways: Searchers are unique in multiple ways One of “best performer” KWs clearly tied to a
higher-risk financial profile (Millennials) Opportunities:
Modify experience & product offerings to the type of person, not just the keyword
Engage Millennials in a different pathway Other sites of value for potential
advertising or partnership
Approach: Leverage internal metrics, syndicated tools and third party research to identify qualified Company X searcher profiles (1 month of data)
Search Term Segments Analyzed (based on top 10 qualified KWs)
o Brand Termso Apply Termso Benefit Termso Credit Card Termso Partner Product Terms
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Methodology
o Reward Termso Offer Termso Lending Product Terms o Feature Terms
Searchers are unique by the keywords they use, suggesting we should strategically test by profile group or unique behaviors
“Apply” KW term searchers skew lower HHI, but over-index for Millennial age group who are mobile savvy. Testing on their preferred screen could expose unique insight
Contextual targeting & competitive ad copy is unique per profile– “Reward” term searchers are not only looking to collect reward points, they want
to exchange them (barter)– “Apply” & “Partner Product” searchers might be more influenced by family
oriented content
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Demographics: Key Takeaways
Apply KWs = age 25-34 yrs
Benefit & Lending Product = 35-44 yrs
Brand, Reward, Offer, Credit Card and Feature Terms = 45-54 yrs
Partner Product = 55-64 yrs
18-24 25-34 35-44 45-54 55-64 65+0
102030405060708090
Head of Household Age for Different Term SearchersApply TermsBrand TermsCredit Card TermsLending Product TermsOffer TermsPartner Product TermsReward Terms
• 25-34 age group is largest age group (29%) of US iPhone users - opportunity to increase keywords on mobile search. Lending Product terms, highly represented by 35-44 yr. olds is the second highest opportunity for mobile (20%)
• The top downstream destinations for Offer term searchers were aggregators: creditcards.com & smartcreditchoices.com. Opportunity for contextual targeting, ad copy focus on benefit comparisons
% o
f ter
m s
earc
hers
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Searcher Profile: Age
Apply Terms = HHI <$25K
Benefit, Lending, Feature Card and Partner product = HHI $25-49K
Offer Terms = $50-74K
Brand & Reward terms = $100k+
<$25k $25-49k $50-74k $75-99k $100k+0
1020304050607080
Income Levels for Different Term Searchers Apply TermsBrand TermsCredit Card TermsLending Product TermsOffer TermsPartner Product TermsReward Terms
• Apply Term searchers makeup the lowest HH income – adjust expectations on volume of qualified applicants
• Top downstream websites for Reward Term searchesinclude Cashyourmiles.com, a mileage broker, pays users in cash in exchange for rewards points. Explore keywords and ad copy that speaks to cash/points exchange or ways to be rewarded without flying excessively
% o
f ter
m s
earc
hers
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Searcher Profile: Income
Brand, Lending Product, Offerand Reward Terms tendto be no children in household
Searchers for Apply, Benefit, Credit Card, Feature Card and Partner Card Terms tend to have children in household
Offer Terms
Lending Product Terms
Reward Terms
Brand Terms
Credit Card Terms
Partner Product Terms
Apply Terms
0 10 20 30 40 50 60 70 80 90
No Yes
Searchers with children in HH may be more likely to relatewith content about financial budgeting, financial planning and savings opportunities, which could impact ad copy, contextual targeting and landing page content
% of term searchers© All rights reserved. Performics. Proprietary and Confidential. 14
Searcher Profile: Children in Household
Keyword data is integral
Business Intelligence
Multi-Touch Attribution
Predictive Modeling
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comScore’s Search Planner, Search Term Profile report, showsthe full behavioral profile of the searchers who used the selected terms during a specific month in 2011
Measurement Glossary
Demographics% of Visitors: (Percent composition) All people within a specific demographic who used the selected terms, as a percentage of the total searchers on the selected terms.-Age, Income, Children in Household
Search Engines% of Clicks for the terms: Percentage of total clicks for this set of terms that occurred on each top search engine.
Additional Sites of Interest% Reach: The site's visitors who are members of the Term Searcher target group as a percentage of all searchers who searched on the term list.
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Measurement Background
![arXiv:1610.07939v2 [math.NA] 27 Jan 2017 · key properties are best fulfilled by the grid constructed with the monitor metric approach. Keywords: elliptic grid generation, discontinuous](https://img.dokumen.tips/doc/110x75/5ea663b4fee1e921c1091b61/arxiv161007939v2-mathna-27-jan-2017-key-properties-are-best-fulilled-by-the.jpg)
