Effective Search and Social in 2016

@JonnyGrum & @Phil_McMinn

#????@JonnyGrum @Phil_McMinn

#CCSouthWest

So, Why are we here?

Organic Search & Social

Plugging the gaps with paid

10 tips for paid campaigns

Organic search

What does organic search look like in 2016?

Two things to consider for context:

1. Google would quite like you to pay

2. Google want to answer queries themselves

Organic search: a key change

Oh look why are the ad buttons green now?

Weren’t they yellow before?

Organic search: a key change

So long, Grantspro…

• More paid (expanded text) ads at the top of Google than before

• Increased use of “Position 0” / featured snippets

• Knowledge graph results

• Twitter / News verticals

• (not provided) data

Organic search: changes and challenges

One obscured organic result above the fold

:(

Latest Searchmetrics 2016 report into SEO shows

Organic search

SEO….

It’s always been hard, but it’s getting harder.

What can we do about it?

2006-2007

“Facebook was primarily a consumer product at the time. Back then, We gave all those things away for free.

Only after we had a good, organic kind of interaction... did we really layer ads on top of that.”

Mark Zuckerberg

2007-2011

“Ideally, we want News Feed to show all the posts people want to see in the order they want to read them.

….every time someone visits News Feed there are on average 1,500 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all.” Facebook Ads FAW

“Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” - Ogilvy, 2014.

So has it hit zero?

Your Message

Here

Jab Jab

Hook

Organic social

It’s getting harder but we’ve not hit Facebook zero!

Can paid social support your campaigns and help you meet your objectives? Of course!

SEOPaid Search

2 examples of how Paid and SEO can work together

1. Use Paid to plug the gaps in your organic search

Paid search: plugging the gaps

Paid search: plugging the gaps

Let’s talk about Bryan Adams

What happens when you Google:

“here I am”?

Paid search: plugging the gaps

Paid search: plugging the gapsCEO on Radio 4 that morning? Write an ad!

Panorama documentary coming up on something relevant to you? Write an ad!

Breaking news about something in your field? Write an ad!

Got a rubbish FAQ page covering 25 different topics in one page that doesn’t rank for any of them? Write an ad! Write lots of ads!

2. Use AdWords data to improve your SEO, and vice versa

2 examples of how Paid and SEO can work together

Where are the gaps in our SEO?

What content are we missing on the site that we could be ranking for?

How can we outrank the competition for competitive terms?

How should we divide up our paid search budget? What are the priorities for paid?

Common problems to solve

What SEO can teach AdWords

What AdWords can teach SEO

What AdWords can teach SEO

What AdWords can teach SEO

Plug the gaps where your content might let you down

Provide new content generation ideas (and hard stats) to improve your SEO and your overall Domain Authority.

You’ll have the data to make a good case around content generation!

A USUAL NON-PAID ROUTINE?

CREATE CONTENT

OPTIMISE CONTENT

SHARE CONTENT

DRIVE ACTIONS

A USUAL ROUTINE?

CREATE CONTENT

OPTIMISE CONTENT

SHARE CONTENT

PAID PROMOTION

DRIVE ACTIONS

How about a new routine?

CREATE CONTENT

OPTIMISE CONTENT

AMPLIFY CONTENT

BUILD AUDIENCES

SEGMENT AUDIENCE

REMARKET

REPEAT

DRIVE ACTIONS

An integrated campaign…

An integrated campaign…

The results?

629% ROI

10 TIPS TO IMPROVE YOUR PAID CAMPAIGNS

1. Know your objectives 2. Know your audience 3. Beware! Broadmatch! 4. Use remarketing 5. Custom Audiences 6. Concentrate on content 7. Optimise for site engagement 8. Tag your URLs 9. Expand what you track 10. Attribution modelling

1. Know your objectives

Know your objectives.

Choose the right platform.

Set benchmarks & KPIs.

Pay for what matters to you!

2. Know your audience

Our alternative title for today’s talk…

- Use your platform analytics to understand who your audience is and what they’re looking for.

- Define your target audience(s) after you’ve defined your objectives.

- Targeting large numbers of people isn’t precise or cost-effective!

3. BEWARE! BROAD MATCH!

4. Use remarketing

Define your audiences in Google Analytics Import those audiences into AdWords

• Show those people tailored ads • Increase your bids for just those users • Bid on keywords only when those users search • Send them to a specific, tailored landing page

(e.g. Unbounce built) for special offers

Example audiences might include:

• Users who viewed your Jobs page but didn’t apply

• Users who downloaded a PDF but didn’t donate

• Users who started to donate but dropped out somewhere in the funnel

• Users who donated last year

Use segments in Google Analytics to build audiences based on your goals and your user behaviour.

5. Use custom audiences

Use Facebook & Twitter tracking pixels

Measure CPAs more effectively

Build custom audiences & lookalike audiences.

Think outside the box to grow your audiences!

Remarketing

Behaviour & interest targeting

Demographic targeting

6. Concentrate on content

Promote your best content

Optimise your ads to increase quality scores

Think about using how & where to use video

7. Optimise for site engagement

Get rid of rubbish content

Optimise campaigns through site analytics

Interrogate your metrics

‘Peter Drucker was right when he wrote: What gets measured gets managed.’

Larry Prusak, Harvard Business Reviewhttps://hbr.org/2010/10/what-cant-be-measured/

8. Tag URLs

Tag your URLs correctly using a tool like Google Analytics URL builder.

http://bit.ly/Epik-1

9. Expand what you track

Think of what more you could be tracking

• Scrolling behaviour • Eventbrite signups • Video plays • Adjust your bounce rate for long form content

10. Look at attribution modelling

• Don’t settle for last-click • Try position-based or time decay models • Build your own

http://bit.ly/Custom-Attribution

To recap…

1. Know your objectives 2. Know your audience 3. Beware! Broadmatch! 4. Use remarketing 5. Custom Audiences 6. Concentrate on content 7. Optimise for site engagement 8. Tag your URLs 9. Expand what you track 10. Attribution modelling

And lastly… test & learn!

Any questions?

Get in touch

Jonny Grum jonny.grum@torchbox.com

Phil McMinn phil.mcminn@torchbox.com