how important are keywords today?

@nmpi_digital@PaulPerClick

How Important Are Keywords Today?

www.nmpidigital.com

22It Used to be All About KeywordsThey are still the foundation – but it’s a bit more complex

2013 - JuneSearch Retargeting

2013 - FebruaryEnhanced campaigns“bid modifiers” introduced

2015 - SeptemberEmail List Targeting

Importance of Keywords Over Time

Importance of Data Over Time

33

As competition levels increase andCPCs rise, how can you use audience

data to drive campaign efficiency?

44Search & CRM – Two Separate Disciplines…Search marketers have to start thinking like CRM people

Search CRM

55

What can we influence and how?Driving Efficiency Through Data Usage

Bids Adcopy LandingPages

SearchRetargeting

EmailLists

The Mechanisms

The Moving Pieces

GA ListRetargeting

66Retargeting Lists for Search Ads (RLSA)Targeting options based on actions & page-views. Separate bids. Separate ads.

Basket Abandoners

Previous Purchasers

Strategic Page Viewers

77RLSA: Black Friday GenericsNobody’s Child – Ethical London-based fashion brand

Bid on Broad Terms:• “black friday offers”• “black friday deal”

Target Audience-Specific: • basket abandoners• repeat purchasers

Increase in Sales during Black Friday week from board terms+2%

88Using Email Lists: Customer MatchTargeting as granular as your data segmentation

Previous purchasers

Seasonal purchasers

Quote requests

Newsletter opt-ins

Newsletter opt-outs

… any email list data you own

99Customer Match: Target Seasonal CustomersLife Style Sports – Ireland’s largest sports retailer

Using lists of lapsed buyers of 15/16 seasonal shirts

Timed around kit launch dates

Making use of search and shopping campaigns

Higher conversion rates than non-audience traffic+5%

1010

Smart options driven by multiple information points including:

Location

Device

Browser

Referrer

Session Duration

Page Depth

Return Frequency

Session-based targeting or machine learning based smart lists

Google Analytics Audience Lists

1111GA Lists: Sequential MessagingCrew Clothing – Casual wear specialist

Crew Clothing OnlineTime To Update The Winter Wardrobe? Try Crew Clothing - Shop Online Nowwww.CrewClothing.co.uk

Sessions = 1

Crew Clothing OnlineFind Great Deals In The Outlet WithUp To 60% Off. Save Online Today.www.CrewClothing.co.uk

Crew Clothing OnlineShop New In - From Statement ShirtsTo Our Bestselling Cosy Jumpers.www.CrewClothing.co.uk

Try Crew

Outlet

Crew Clothing OnlineLooking For Style Inspiration?Shop Our Favourite Looks Onlinewww.CrewClothing.co.uk

Crew Clothing OnlineTreat Your Loved Ones To A CrewGiftcard Or Browse Our Gift Range.www.CrewClothing.co.uk

Theme

New In

Style

Gifting

Sessions = 2

Sessions = 3

Sessions = 4

Sessions = 5

Using Google Analytics lists

Shows non-converting users sequential messages based on session numbers

Saw a 26% increase in conversion rate

ROAS rose 25% and Rev/Imp 22%

1212GA Smart Lists: Life-Cycle FunnelsExact – Dutch-based B2B software company

Generic Pageviews

Product-Specific Pageviews

Multiple Product Viewers

Demo Converters

Trial Converters

Trial Log-Ins

Subscribers

Specific bidding strategies to ensure customers are pushed over the line

Adcopy fine-tuned to where users are in the conversion journey

CTR up to 212% higher than non-list traffic

CPA measured at each stage of life-cycle

13

Demographic Device ToD/DoW Location

Overlay all available modifiers as well as your RLSA and Customer Match data

Further Segmentation

1414What’s Next?As the distinction between AdWords and DoubleClick dissolves…

More look-a-like options

Affinity audiences

3rd-party data integrations

In-market audiences

AdWords “if” function

Remarketing based on search history