what’s a search worth? using intent data to uncover buyers
TRANSCRIPT
WordStream Confidential
What’s a Search Worth?Using Intent Data to Uncover Buyers
Magnetic & Wordstream
07.21.2015Live Webinar
WordStream Confidential
LIVE WEBINAR
Agenda
What Is Intent Data
Why is Intent Data Valuable?
Using Intent Data for Search
Identifying High Intent Keywords
Intent Data for Customer Retention
How to Re-engage After The Click
WordStream Confidential
LIVE WEBINAR
Speakers
Erin Sagin
Customer Success Manager, Wordstream
•Voted #3 Most Influential PPC Expert 2015
•Oversees a team managing 3,000+ Paid Search accounts
•When she's not working, you’ll find her hula hooping,
vacationing in the Caribbean and binging on reality TV
Chip Overstreet
SVP, Business & Corporate Development, Magnetic
•Oversees development & delivery of solutions for e-
commerce, internet advertising, marketing automation &
SaaS for Magnetic & MyBuys
•Chip has a BA in Economics from Stanford
WordStream Confidential
Site
Activity
Products
Viewed
Pages
Visited
New car
Car ratings
Mortgage
Car ratings
The Data is “Out There”…
Site activity
Search history
Shopping behaviors
Demographics
Geographic data
Purchase history
CRM data
WordStream Confidential
Breaking Down The Data
External Sites
Sources:
Search Engines
Review Sites
Ecommerce Sites
Vertical Sites
Data Types:
Search Activity
Browsing Patterns
Historical Trends
On-Site, In-Store
Sources:
Your Website
CRM Data
Data Types:
Site Activity/ Pages Viewed
Products Purchased
CRM Data
WordStream Confidential
No Surprise. Intent Data is Valuable
78%Believe that intent data
improves the relevancy
of ads
81%Agree that analyzing
customer data is a valuable
way to predict intent
WordStream Confidential
64%Agree they need better data
to support their prospecting
strategy
But Only 2 in 3 Need Better Data?
WordStream Confidential
8%
15%
11%
15%
25%
25%
Cross-Site Behavioral Data
Search Data
Shopping Cart Behavioral Data
Geographic/ Location Data
Site Interaction Data
Demographic/ Contextual Data
But it’s Misunderstood
Ranked as the most important source of data for customer
acquisition by marketers
WordStream Confidential
Right Message at The Right Time
Tailor your ad cadence to show the right message
at the right time
Summer
dress
Free People
Roberta maxi dress
Banana Republic
Floral dress
Free people
dress saleNew Dress
Floral dress
Maxi dress
Tunic Dress
Lord & Taylor
dress sales
Free People dress
Dress sales
TOP PICKS
FOR YOU
WordStream Confidential
Re-engaging After The Click –
Onsite Recommendations
Past & current behavioral insights
Products
viewedTime spent in
category, …
Predict on-site
recommendations+
WordStream Confidential
Re-engaging After The Click-
Email Recommendations
TOP PICKS FOR YOU
Style
preferences
Sales
shopper
eMails
at 7PM+ +
$
Past behavioral insights
WordStream Confidential
Assessing Keyword Intent
High commercial intent keywords =
your greatest area of opportunity!
WordStream Confidential
Identifying High Commercial Intent
Keywords
“Buy Now”
Keywords
Buy
Discounts
Deals
Coupons
Free Shipping
Next Day Delivery
Product Based
Keywords
Branded Terms
Specific Products
Product Categories
Affordable
Best
Top
*While these terms may have lower search volume, they’re more likely
to yield conversions!
WordStream Confidential
High-Intent Keyword Research–Tools
Google’s Keyword
Planner
WordStream’s
Competitor Website
Crawler
WordStream Confidential
Capturing High Intent Searchers’ Clicks
• Showing up
for the high
intent
searchers is
only half the
battle
• Promote clicks
through
unique ad
creative
In a sea of options,
how do you stand
out??
WordStream Confidential
Experiment with Vertical Specific Ad
Formats (New!)
Custom
options for
“top” PPC
industries
like travel,
finance,
insurance,
automotive
sales, etc.
Example: New Hotel Ad Format
WordStream Confidential
Utilize Ad Customizers
• Use FoMO to
inspire action
• As sale ends (or
quantity goes to
zero), CVR
increases up to
3x!!
WordStream Confidential
Key Takeaways
The Data Is Out There
Use Intent Data To Fuel Your Strategy
Think About The Customer Journey As A Whole
Pay Attention to What They Want
Keep Your Message Consistent
WordStream Confidential
Poll Question- Launch
• Are You Interested In…
A. Getting your copy of The Forrester Report Tab
B. Getting an AdWords Assessment from
Wordstream
C. Both
D. Neither