search integration - latitude
DESCRIPTION
Slides from the CEO of Latitude, Alex Hoye, presented at the Online Marketing Show in London looking how to integrate search engine marketing with other online and offline marketing channels.TRANSCRIPT
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Search needs to integrate on a
bigger stage
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The Anglian holistic strategy
TV
Direct Mail/Door
DropsPPC
SEO
All channels working together for mutual benefitAll channels working together for mutual benefitAll channels working together for mutual benefitAll channels working together for mutual benefit
Holistic Marketing Strategy
PressDisplay & Affiliate
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PPC working with other channels
• PPC both drove and captured sales
• PPC was used to test messaging and based on CTR the
messaging was carried through to other promotional activity
Anglian Double Glazing
Pick & Mix Home Improvements Sale
Which 3 savings will you choose?
AnglianHome.co.uk/Pick&Mix_Sale
Anglian Double Glazing
40% off your home improvements
If we use your house as a showhome
AnglianHome.co.uk/Showhome_Offer
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Creative messaging
<Press ad>
Anglian Double Glazing
Pick & Mix Home Improvements Sale
ad>Sale
Which 3 savings will you choose?
AnglianHome.co.uk/Pick&Mix_Sale
Maintain consistent messaging to customerMaintain consistent messaging to customerMaintain consistent messaging to customerMaintain consistent messaging to customer
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2005 – 20 positions on P1
2010 – 40+ positions on P1
Social media & online PR in SERPs
A multitude of related
media content within
Google’s first page
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Images
Tag them
- Title tag- Alt tag
Host them on
your serveryour server- Not on image
server
Build a link
campaign
Pictures of:Pictures of:
- products
- events
- launches
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Video
Video back
channel
Video back
catalogue to
create
channel
ResultsResultsResultsResults
- Increase page presence
- Improve brand awareness
- Integrate into social media
brand strategy
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Online PR Increasing prominence
of online PR and social
media within SERP’s
Need to control news
results with release
distribution
Need to monitor Need to monitor
Twitter for real-time
results
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Social media monitoring
Monitor social networks to Monitor social networks to Monitor social networks to Monitor social networks to
ensure negative mentions ensure negative mentions ensure negative mentions ensure negative mentions
don’t explode on to the don’t explode on to the don’t explode on to the don’t explode on to the
SERPsSERPsSERPsSERPs
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What’s TV serving up for search?
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TV & Search in Travel1300% increase in PPC
after TV campaign
1300% increase in PPC
brand impressions and
700% increase in clicks
after TV campaign
TV campaign starts
PPC mops up brand clicks from TV campaignfor as little as 1-2p
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TV & Search in TravelCheaper slots later
clicks
Cheaper slots later
in the day create
better correlation in
clicks
Expensive GMTV slot
doesn’t generate
correlation in PPC clicks
Brand Clicks for Operator vs TV Spot Impacts by hour –Jan 15th
Measure effectiveness of TV slots using click and impression data from PPC
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Display and Search...
...they’re starting to appear similar, and now they should work together.
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Search techniques are important for brand
CPC CPM
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More channels are using search techniques
CPC CPM
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More channels are using search techniques
CPC CPM
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More channels are using search techniques
CPC CPM
![Page 20: Search integration - Latitude](https://reader034.vdocuments.site/reader034/viewer/2022051412/54876341b47959d80c8b541d/html5/thumbnails/20.jpg)
More channels are using search techniques
CPC CPM
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Extending the search campaign with
What?What?What?What?● Free & legal music streaming
● 10 – 15k new UK users per day
Why?Why?Why?Why?● Branding
● Drive response and ROI
● Accountability● Accountability
● Target by
- Age
- Gender
- Postcode
- Day part
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What we didPushed downloads of free 3
day pass
Pushed downloads of free 3
day pass
35 downloads in first 3 days!
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Branded playlistsIncreased engagement with Increased engagement with
exercise themed branded
playlist
Members could submit favorite
workout tunes to playlist, then
submit to social networks
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Use the right technology to measure what’s converting
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Engagement mapping
Display
Online video
Spotify
AffiliatePPC
Spotify
SEO
Game, set and match!Game, set and match!Game, set and match!Game, set and match!