Search Council

Telling Stories Though Search

Search Council

IF YOU WANT TO FIGHT THE DRAGON TURN TO PAGE 20

IF YOU WANT TO TAKE THE LONG WAY AROUND THE MOUNTAIN TURN TO PAGE 35

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Above the Line Media Great For Setting The Scene

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But, The Consumer No Longer Takes a Linear Path

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And this has become completely mainstream

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And Lots Of Other Factors Effect Behaviour

Seasonality / competition

Time of day / Weather

Price / Offers

Device / Available Time

Friends & Fashion & Influences

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We need a solution to manage the endless possibilities

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Search joins the dots

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Search and Story Telling

Discovery –Search

Website interactio

n

Remarketing

In-Store Purchase

Broadcast Media Search Defensive

Strategy

Online Interactio

n

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Choose Your Own Adventure

Landing Pages

Phone Numbe

rs Mobile Apps

Site Listings

Maps

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Search Can Help You Choose How To Tell Your Story

Brand Searc

h Volum

e

TV/Radio

Press

Digital

Outdoor

Real Time Feedback

Planning Team

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Search can work with different initiators of stories

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Horizon Launch

BackgroundKnown for the fastest broadband in Ireland, UPC wished to focus on its "extraordinary" new TV product

Campaign Objectives1.Drive understanding2.Communicate product superiority3. Intrigue non-customers 4.Make it an easy purchase for non-

customers

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Development Of Search Queries

2 weeks pre

launch

1 week pre

launch

Launch week

1 week post

launch

2+ weeks post

launch

“UPC Horizon” overtakes

general UPC keywords. Also

questions about Horizon

service develop

Users ask functional questions

about Horizon product quality

“How to use Horizon” keywords

emerge. Also post purchase

support keywords develop

Users ask about

Programming, Broadband Speed and

How to Contact UPC.

Some “What is Horizon”

searches begin

More focus on TV

programming, Broadband Speed and

Sports Programming. Users start to

ask about product updates

Search Council

Development Of Search Queries

2 weeks pre

launch

1 week pre

launch

Launch week

1 week post

launch

2+ weeks post

launch

“UPC Horizon” overtakes

general UPC keywords. Also

questions about Horizon

service develop

Users ask functional questions

about Horizon product quality

How to use Horizon” keywords

emerge. Also post purchase

support keywords develop

Users ask about

Programming, Broadband Speed and

How to Contact UPC.

Some “What is Horizon”

searches begin

More focus on TV

programming, Broadband Speed and

sports. Users start to ask

about product updates

Search Council

Focus on BB, TV Channels and Contact UPC

Search Council

Development Of Search Queries

2 weeks pre

launch

1 week pre

launch

Launch week

1 week post

launch

2+ weeks post

launch

“UPC Horizon” overtakes

general UPC keywords. Also

questions about Horizon

service develop

Users ask functional questions

about Horizon product quality

How to use Horizon” keywords

emerge. Also post purchase

support keywords develop

Users ask about

Programming, Broadband Speed and

How to Contact UPC.

Some “What is Horizon”

searches begin

More focus on TV

programming, Broadband Speed and

sports. Users start to ask

about product updates

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Can Now Announce Horizon Bundle

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Development Of Search Queries

2 weeks pre

launch

1 week pre

launch

Launch week

1 week post

launch

2+ weeks post

launch

“UPC Horizon” overtakes

general UPC keywords. Also

questions about Horizon

service develop

Users ask functional questions

about Horizon picture quality

How to use Horizon” keywords

emerge. Also post purchase

support keywords develop

Users ask about

Programming, Broadband Speed and

How to Contact UPC.

Some “What is Horizon”

searches begin

More focus on TV

programming, Broadband Speed and

sports. Users start to ask

about product updates

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New Ads Focus on Functionality & Benefits

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What we learned

Search used to

understand basic

product message

Search used to find all

important user

reviews

Search used for practical switching

help

Finally, search used to

learn how to use the product

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A Different Story Depending On The Weather

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When to present which Story?

BBQ Recipes

Sunny Weather

Other Recipes

Poor Weather

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The weather determines our creative

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Forecast our story

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What we have learned

Stories can be

launched by external

factors

Search trends can present the “mood of

the nation”

We can plan to adapt search

creative responsivel

y

Presenting the best

story improves

user experience

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Use search to facilitate the user’s adventure

Think about the eco-system and environment surrounding the campaign

Stories can begin in many ways, think about opportunities

Finally, search can join the dots and turn your stories into business

Final Take Aways

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And for Those Missing Breaking Bad

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