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Jon Myers, VP & Managing Director – EMEA
Search Engine Journal – London May 2015
Unifying Search with Performance Media
“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
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Marin At A Glance: 2014
3
Leading Ad Cloud enabling audiences across search, display and social
Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP
$7.2 BillionAd Spend Managed
Worldwide66% US vs 34% Int’lRevenue Split
29% Growth$99.4 Million in Revenue YoY
The only true multi-channel platform &
Audience Marketing Suite
#1 Ad Cloud Global leader in search, only independent vendor to combine search, display and social through synchronous audiences
36% of Fortune 100 use Marin
#SEJSummit#Searchmetrics @JonDMyers
The Silo Digital Cliché
Marketers Have Talked a lot about it over the years!....Love them or Hate them??!!!
#SEJSummit#Searchmetrics @JonDMyers
• Get away from the Silo thing……hate them!
• Think about Audience AND Intent
• Mobile world we live in
Integration between digital marketing discipline still has a way to go
How do we remove people based silos in digital channels? Can audience data be the glue which ties together our digital channels with a focus on the
consumer?
Digital Marketing Manager CensorMarin Software commissioned independent market research company Censuswide to survey 200 digital marketing managers in October and November 2014. The respondents all work in companies with an annual turnover of at least £20 million.
#SEJSummit#Searchmetrics @JonDMyers
The marketing and IT partnership is growing
How can we work with IT to better surface data from legacy
technologies, which will fuel better online advertising optimisation?
Over half (54%) of respondents say they are already working
closely with their IT department, and one in five (19%) are planning
to do so in future.
#SEJSummit#Searchmetrics @JonDMyers
Increasing Complexity in the Advertising Market
Anytime, Anywhere Access All Brands, Publishers & Channels
Personalization
Limited Access Mass MarketTop Brands & Agencies
THEN
NOW
#SEJSummit#Searchmetrics @JonDMyers
Search and Social Have Become Go-To Channels
Rapid and Continuous Growth
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm ,
Consumer Usage is Omnipresent
Marketers Are Embracing
50% of Total Media Budgets
50% of Marketers Will Increase
5.7 Billion Google Searches / Day
1.35 Billion Monthly Facebook Users
Google / Facebook = #1 / #2 for ROI
75% See as Critical for Cross-Channel
#SEJSummit#Searchmetrics @JonDMyers
The Buyer’s Journey is Highly Fragmented
47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and
inspire purchase decisions (eMarketer)
Sources: Brand Perfect, “Adventures in Retail”
#SEJSummit#Searchmetrics @JonDMyers
Looking at Search and Social Separately Doesn’t Tell the Full Story
Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another
converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
#SEJSummit#Searchmetrics @JonDMyers
Social Advertising Drives Better Search Performance
44% of Marketers Have Seen Search Performance Improve
Following launch of a Social campaign
Brands Experience a 50% Increase in Search CTRWhen their target audience is also exposed to Social ad
Brands Experience a 11% Lift in Brand SearchesIf they’re also running FB ads
Consumers Are 2.8x More Likely to Search for Your BrandIf they’ve been exposed your Social ad
#SEJSummit#Searchmetrics @JonDMyers
Customers Who Touch Both Channels Are More Valuable
Search Touches + Social Touches = Better Performance • 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve
Google / Bing Click+ Facebook Click
Facebook Click Only
Google /BingClick Only
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPC
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
#SEJSummit#Searchmetrics @JonDMyers
Female, age 25-35 who haspurchased shoes in the past
Focus on the Customer, Not the Channel
Target Customer Customer Intention
?? “buy black running shoes”
Social Advertising
• Audience targeting capabilities
• Reach a specific audience based on demo, behavior, or customer characteristics
• Use to Push advertising message to customers
Search Advertising
• Intention targeting capabilities
• Reach customers based on their buying intentions at a specific moment in time
• Use to Pull customers into your advertising message
Female, age 25-35 who has purchased shoes in the past
#SEJSummit#Searchmetrics @JonDMyers
Search, Social and Display65% of online revenue comes from purchases with touch points across multiple channels1
Source: Magna Global, December 2014; Magna Global, Programmatic Forecasts, September 2014; Display includes banners, video, display1. Google Analytics Q4 2012, The Customer Journey to Online Purchase report
SEARCH is the largest digital ad segment.
SOCIAL 15% of the digital ad
segment with high growth.
DISPLAY programmatic is the fastest growing display segment.
MOBILE 47% of digital ad spend expected to be on mobile ad formats by 2019.
#SEJSummit#Searchmetrics @JonDMyers
Use the Strengths of Each Channel to Reach the Right Customer at the Right Time
Powering Cross-Channel Revenue Acquisition
Create & Convert Your Most Valuable Audience Segments across Channels
DATA SOURCES PLATFORMS
Google Gemini Bing Yahoo! JapanBaidu Yandex
DoubleClickPubMaticRubiconOpen XBrightroll
Yahoo AXMicrosoft AXAppNexusMoPubNexage
FacebookLinkedInTwitter
Search
Display
Social
#SEJSummit#Searchmetrics @JonDMyers
Capture, build and activate Custom and Tailored Audiences based on search intent, website behavior, and demographic traits from third-party data sources
Capture Build
Engage Activate
Target Audience
Cross Channel Audience Activation
#SEJSummit#Searchmetrics @JonDMyers
Audience Segmentation, Optimisation and Reporting
STEP 1: COLLECT DATA
STEP 2: ANALYSE INTENT SIGNALS
Audience Value Map
STEP 3: BUILD AUDIENCES
STEP 4: CAMPAIGN MANAGEMENT, REPORTING & OPTIMISATION
Out
of
the B
ox
Cust
om
Social
CRM
Behavioral
Search Intent
Revenue
Lower Intent,Lower Value
Higher Intent,Higher Value
High Intent, High Value
High-value Prospects
Private AudienceNetworks
#SEJSummit#Searchmetrics @JonDMyers
Audiences are built using a combination of different intent signals
High Intent Medium Intent Lower Intent
+ Clicked on branded PPC ad+ Interested in high-value product+ Added product to shopping cart+ Belongs to high-value demographic+ Recently signed up for promo emails
+ Clicked on mid-value PPC ad+ Viewed fashion category pages+ Viewed fashion product page+ CRM lookalike audience from FB+ non recent past shoppers
+ Unbranded PPC ad click+ Viewed home page, left w/o purchase+ New CRM subscriber+ Recent in-market data+ CRM lookalike audience
#SEJSummit#Searchmetrics @JonDMyers
Campaign and Creative Consistency
Creative
Messaging
Contents
• Big, bold product images• Brand and Product mentions
• Top products• New offerings
• Strong CTAs
• Dynamic creative
• Time limited offers• Price breaks
• Strong CTAs• Pricing information
• Unbranded, high volume terms
• Generic Terms• Product Info
• Softer CTAs
#SEJSummit#Searchmetrics @JonDMyers
Integrate with leading in-app analytics solutions Identify desktop users and target them across mobile devices Target users with premium, global, mobile ad inventory
Cross-Device Targeting and Mobile Attribution
Match users across devices using blended probabilistic/deterministic model
Cross-Device ID & Targeting
Display in-app and mobile ads on premium mobile inventory
Serve Targeted Mobile Ads
#SEJSummit#Searchmetrics @JonDMyers
Where Next??.........
Television
#SEJSummit#Searchmetrics @JonDMyers
Radio
#SEJSummit#Searchmetrics @JonDMyers
Outdoor
Your world
#SEJSummit#Searchmetrics @JonDMyers
• Get away from the Silo thing……hate them!
• Think about Audience AND Intent
• Mobile world we live in
Thank You.
@JonDMyers