Quantum Search Marketing

Franco De BonisHead of Digital Solutions, Red Hot Penny

W H E N R E S U L T S A R E E V E R Y T H I N G


QuantumSearch

Marketing


Quantum Physics is the study of the very small.

It studies the nature of the universe at the atomic and sub-atomic level to make

sense of our world and how we can harness it.


Quantum Search Marketing is the study of the very granular.

It extends the best practice principles of search marketing to the

very small detail to extract maximum growth, ROI and profit.


WHAT “QUANTUM SEARCH MARKETING” CAN ACHIEVE

Growth in PPC Driven Profit (2016 vs. 2015)

ROI Improvement In Last 18 Months

Change in CPA (2014 vs. 2015)

Growth In PPC Driven Transactions(2014 vs. 2016)

Growth In PPC Driven Revenue(2014 vs. 2016)

PAID SEARCH

WHAT “QUANTUM SEARCH MARKETING” CAN ACHIEVE

Total Rev Growth From Organic

Rev Growth In Prom Dresses Category

Increase In Conversions

Improvement In Rank For Dresses Category

Overall Growth In Organic Visibility

ORGANIC SEARCH


How We Applied

Quantum Search Marketing

ForLipsy

W H E N R E S U L T S A R E E V E R Y T H I N GW H E N R E S U L T S A R E E V E R Y T H I N G

PaidSearch


1) Minimum Search Volume Rules No Longer Apply

In most campaigns you would only focus on phrases with minimum search volumes in the hundreds/month

In Quantum Search Marketing, you actively review phrases with as little as 5 searches per month

Even low volume searches are pulled into separate ad groups


2) Harnessing The Power Of CPC

A campaign is unlikely to be profitable unless you find the optimum CPC for the given term

However, a common issue is over-paying for clicks

Lipsy had a great deal of competition on their own brand searches and were paying 25p CPC

Over a few months we drove this down to as low as 1p, while maintaining key positions.

How?• Being more granular:

The more you can align account structure, keyword lists, match types, ads and page content to what is being searched, the lower your CPC will be

• Quality & Testing:Ad Copy, Extensions & Ongoing Structured Testing


3) Reduce Reliance On Automation

Automating aspects of a campaign (i.e. BM,

BMM, DSAs) can be useful at the very start

But achieving maximum ROI won’t be

possible if you overly rely on it

With Lipsy’s campaign the focus is manual

management

The mantra is Dig, Test, Measure, Optimise,

Measure, Repeat


4) Look For Opportunities In Ad Copy

Ad copy is one of the key elements to test, measure & adjust• Most campaign managers stop when

improvements in CTR and Conversions become ‘too small’

• But for volume campaigns remember that every 0.5% improvement counts

Test combinations of editorial and try including perks/offers within the ad copy

Capitalisation can impact CTR “Order Before Midnight” rather than “Order

Before 10pm”

For Lipsy we are constantly testing different combinations of ad copy – it NEVER stops


5) Own The Search Space

Changes to the Search Results Pages have created more competition

Brands must own the search space for brand related searches for impulse/ commodity purchases

Lipsy online sales compete with other retailers that range and advertise Lipsy products

So we aimed to be position 1 at the lowest CPC possible

Also made maximum use of ad space with relevant sitelinks • Make it as relevant as possible, so other ads were

less relevant.


OrganicSearch


1) Helped Them Understand That

EVERY CHANGE MATTERS!

We looked at the deep mechanics of the site to identify key issues

• Excessive Page Creation:New pages were created rather than editing existing ones. So we found over 100K active pages!

• File Naming:No conventions or policies existed, so we found filenames like “summer---dresses”

• Categorisation:We found over 600 active categories

The Impact Of Penguin & Panda

Decline InOrganic Revenue*

4 35

8

13

22

39

1214

20

1417 16 15

13 12 12

5 4 42

OCT 2

014

NO

V 2

014

DEC 2

014

JAN

2015

FEB 2

015

MAR 2

015

APR 2

015

MAY 2

015

JUN

2015

JUL 2

015

AU

G 2

015

SEPT 2

015

OCT 2

015

NO

V 2

015

DEC 2

015

JAN

2016

FEB 2

016

MAR 2

016

APR 2

016

MAY 2

016

JUN

E 2

016

Dresses - Ranking

* Feb – Dec 2104 vs. Same Period 2015• (Excludes Jan due to unique Kardashian collection skewing data)

RHP Took Over

Account


2) More Granular Categorisation

Once outdated categories were removed we could focus on what was needed

We did a deep dive of search data and got very granular

We saw that Lipsy’s categorisation was too top-level for good ranking and conversions

We significantly expanded the categorisation for better matching to smaller volume searches

Granular Categorisation


3) Timing Is Everything!

We looked at trends data at a micro level and identified that search volumes started increasing for seasonal products 3 or more months before the season began

This led to a change to when pages and products were made live

By launching a page a month or so before search volumes start to rise, so by the time the season has begun, high level ranking has been achieved

Timing Is Everything

FEB MAR APR MAY JUN

Prom Dresses - Traffic

2015 2016

FEB MAR APR MAY JUN

Prom Dresses - Revenue

2014 2015

Overall Increase Overall Increase

Timing Is Everything

JAN FEB MAR APR MAY JUN

Co-Ords - Traffic

2015 2016

JAN FEB MAR APR MAY JUN

Co-Ords - Revenue

2015 2016

Overall Increase Overall Increase


CombinedSearch


It’s Two Channels…Intertwined…In One Funnel

You shouldn’t treat these 2 disciplines as completely separate

Your PPC and SEO teams should work much more closely together to maximise return

ASSISTED CLICKS!• Lipsy PPC to Organic assists (& Vice Versa)

grew from 13% in early 2015 to >50% by Mid 2016

Owning The SERPs• With changes in the search results pages,

the teams work together to own both the key paid and organic positions…or at least one of them

Google Shopping• Facilitates a stong visual engagement for

more generic searches• We see a high % of assists from GS

Let’sGet

Together

Got Questions?You Want Some Of This?


Thanks

Franco De BonisHead of Digital Solutions, Red Hot Penny
