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Audiences & AttributionChristi Olson, Microsoft Search Evangelist
Christi OlsonSearch Evangelist, Bing | MicrosoftProfessional Background
@ChristiJOlson
Introducing Roy: May 8th, 2016
Boy Meets Girl Happily Ever After
Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer
AgendaEVOLUTION OF SEARCH
ATTRIBUTION
AUDIENCES & REMARKETING
@ChristiJOlson @BingAds #DDWNE
Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow.
2000Query SearchMatch Types Text Ads
2010Demographic SearchDay PartingLanguage
2012Mobile SearchDevice BiddingLocation
2016Voice Search
TOMORROWPersonalized SearchActionablePredictive BEYOND
Artificial Intelligence
2013AudiencesRLSA
1990 1st Search Engine
@ChristiJOlson @BingAds #DDWNE
Type here...ALL RESULTS 1–10 of 600,000,000 results
Evolution of Search
@ChristiJOlson @BingAds #DDWNE
Evolution of Search
Future Voice SearchCalling Mechanic
Call Mechanic.
. . . Personalized
Predictive
Actionable
“Recall on your 2009 Ford Edge, fire risk”
“Oil change due in 200 miles”
“$20 Jiffy Lube oil change” Book
now
@ChristiJOlson @BingAds #DDWNE
Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
LocalizedPredictive
Customized
Personalized
@ChristiJOlson @BingAds #DDWNE
@ChristiJOlson @BingAds #DDWNE
Like my family is expanding
@ChristiJOlson @BingAds #DDWNE
See Search Compare Test Drive Purchase
The Path To Purchase Were Simple and Straight Forward
@ChristiJOlson @BingAds #DDWNE
Attribution
Automotive Consumer Decision JourneyMultiple Touchpoints
See friends post pictures of various Volvo SUVs on social media.
Search for “safest vehicle reviews”. Click organic listing.
Search for “best family vehicle”. Click paid listing.
Visit Volvo website.
Notice Volvo display ad on Car and Driver.
See TV ad for Volvo Summer
Sales Event.
Search for “Volvo XC90”. Click paid listing.
Visit Volvo website. Find local dealer.
Purchase at dealership.
Attribution
First Click Attribution
@ChristiJOlson @BingAds #DDWNE
Last Click AttributionTop of the Funnel (TOFU)Favors: Awareness & AcquisitionMost likely inefficient (low ROI)
Bottom of the Funnel (BOFU) Favors: BRAND + Remarketing
Good Efficiency (High ROI)
Attribution
Last Click AttributionLast Non-Direct Click Attribution
@ChristiJOlson @BingAds #DDWNE
Organic
Non-Brand PPC
Social Organic
Branded PPC
DirectNon-Brand PPC
Removes LAST non-paid channel clickSame issues as last click
Attribution
Last Non-Direct Click AttributionPole-Based Attribution
@ChristiJOlson @BingAds #DDWNE
Splits value (80%) to first & last clicksNot good for long purchase cycles
Attribution
Pole Based AttributionRegression Based Attribution
@ChristiJOlson @BingAds #DDWNE
Distributes across touch pointsSimilar TOFU issues
Attribution
Regression Based Attribution
@ChristiJOlson @BingAds #DDWNE
Distributes across touch pointsSimilar BOFU issues
Attribution
Data-Driven Attribution
@ChristiJOlson @BingAds #DDWNE
Regression Based AttributionUnique to your business purchase cycle
High effort/work for you
Attribution
Which is the Perfect Attribution Model?
Paid DigitalRemove non-paid channels and brand attribution goes
to last paid channel before conversion
First / Last ClickThe last of the first channel
clicked is awarded 100% for the conversion
Data-DrivenIncludes same level of
scoring – allocate value to channel based on assists to
the final conversions
@ChristiJOlson @BingAds #DDWNE
Attribution
Are you favoring TOFU or BOFU or neither?
@ChristiJOlson @BingAds #DDWNE
Awareness
Consideration
Purchase
Loyalty
Online to OfflineAcross Channels (Walled-Garden)Across Devices
@ChristiJOlson @BingAds #DDWNE
bit.ly/attributionmodels
bit.ly/attributiongap
20@ChristiJOlson @BingAds #DDWNE
More reading about Attribution:
Audience & Remarketing
A Shift in Digital Media Towards Audience“I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months in digital… what’s happening it’s all brand money… What brands are moving to are finding an audience.”
- Shane SmithVice Media, CEO
Source: Digiday, Shane Smith interview, May 20, 2016
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Yesterday’s Search
- Centric
Campaigns are structuredaroundReach audiences through their
Product
products
keywords
People
people
activity
Tomorrow’s Search
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Reaching Audiences Behind Your Clicks
Expanded ToolsetPages visitedCombination of pages visitedPages not visited Abandoned shopping cartsReferral URLDuration of time since last visit
KeywordsMatch Types
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
The value and benefits of remarketingRemarketing in Paid Search can help you achieve a number of goals:
Drive actions that are valuable to your business
Improve your ROI
Upsell or cross-sell to customers
@ChristiJOlson @BingAds #DDWNE
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Automotive Consumer Decision JourneyMultiple Touchpoints
Learn of various auto brands though social.
Search for “safest vehicle reviews”. Click organic listing.
Search for “best family vehicle”. Click paid listing.
Visit Volvo website.
Notice Volvo ad in Car and Driver.
See TV ad for Volvo Summer
Sales Event.
Search for “Volvo XC90”. Click paid listing.
Visit Volvo website. Find local dealer.
Purchase at dealership.
Audience & Remarketing
@ChristiJOlson @BingAds #DDWNE
Bid and Target
Include+% Bid
Exclude-% Bid
Layer Audience
sTogether
Audience & Remarketing
Re-thinking Campaign StructureProduct Ad
Groups
Apparel PetsGarden
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Re-thinking Campaign Structure
Ready to buy LoyalDisengaged
Abandoned Shopping Cart within the last 7
days
No activity on site in over 30
days
Made a purchase within last 7
days
Increase BidsBroaden KeywordsProduct Landing Page
Increase BidsBroaden KeywordsCreate Promos
Decrease BidsExact KeywordsRemove Promos
People
Product
Ad GroupsRemarketing Strategies
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Extended Reach
Site Activity 1st & 3rd Party Data
Ready to buy
Disengaged Loyal Email lists Salesforce
YouTubeCustomer
Match
@ChristiJOlson @BingAds #DDWNE
Audiences
How You Can Leverage Remarketing ListsMessaging
PromotionsFinancing
Maintenance/Repair
Keywords
Top of the Funnel
Refining the Funnel &
Congruent Customer Journeys
Optimization
Bid Strategy
@ChristiJOlson @BingAds #DDWNE
Create a messaging strategy based on where the consumer is in their purchase journey Think Do
@ChristiJOlson @BingAds #DDWNE
See
User Visits your Website User Searches on Bing
Audience & Remarketing
How UET on Bing works UID allow passing CRM data back to analytics
Bing Audience
Google Analytics and
Bing UET
BingUSER ID
Tag Manager & UET Code
UID added to Audience
Sends UID to
Analytics
@ChristiJOlson @BingAds #DDWNE
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Create Holistic Audience Strategy
SEARCH
DISPLAY EMAILS
SEARCH
DISPLAY EMAILS
Audience & Remarketing
The Intersection of Audiences and Attribution
AttributionAudiences
@ChristiJOlson @BingAds #DDWNE
Non-linearMulti-channel
PersonalizedLong term
Holistic
MessagingValue
Digital strategy Purchase path
Future Campaigns
Audience & Remarketing
Why advertise on Bing?
@ChristiJOlson @BingAds #DDWNE
20.1% U.S. search share1
%
% 32.8% Bing Network33%
Bing’s Unique AudienceExclusive Searchers
158M Global56M U.S.
Exclusive Opportunities to Engage
3B Global Searches2B U.S. Searches
12% of U.S. search share is exclusive to the Bing Network
Core Take Aways• There is no perfect attribution model – but if you use last click
attribution, make sure you aren't de-valuing top of the funnel channels AND continue to feed your funnel!
• Think of how you can track in dealership activities to tie them to digital performance.
• Search has evolved beyond keywords & match types. • Think beyond search when creating audience lists. Integrate data from
other channels like display and social media.
@ChristiJOlson @BingAds #DDWNE
Share an important takeaway you received from this session using hashtag #DD21 for a chance to win an iPad!
Contact Info
Full Name: Christi OlsonCompany: Microsoft, Bing AdvertisingJob Title: Search EvangelistEmail: [email protected]: @ChristiJOlson