The Secret to Great Search Campaigns

THE SECRET TO GREAT
SEARCH CAMPAIGNS
matching intent to content
Joelle Gropper Kaufman, Head of Marketing and BD, BloomReach
Jeffrey Eisenberg, marketing optimization expert and Author

PAID SEARCH
going from good to great

MOVING PAID SEARCH CAMPAIGNS AND
RESULTS FROM GOOD TO GREAT TAKES WORK
YOU CAN OPTIMIZE AND BID ALL DAY BUT
GREAT SEARCH CAMPAIGNS (METRIC FOR
SUCCESS BEING CONVERSIONS) HAVE GREAT
LANDING PAGES

THE CONVERSION TRINITY
When looking at your landing pages, ask yourself 3 questions:
© 1998 - 2013 Eisenberg Holdings LLC
Relevance
Value
Call to action
Are you relevant to MY query?
Do I know WHY you are the right solution for me?
Is it obvious WHAT I need to do next?

3 TYPES OF LANDING PAGES
Take an Action
Fill Out a Form
Link to Information

MAIN LANDING PAGE SECTIONS
• Logo
• Headline
• Offer
• Descriptive copy
• Product/Service Presentation
• Calls to action
• Confidence Building
• Link to more information
• Template elements
Logo
Call to Action
Headline
Product presentation
Links to More Information
Offer
Template elements

Logo
Call to Action
Headline
Confidence building
Offer
BREAKDOWN SECTIONS

Logo
Call to Action
Headline
Offer
Product
presentation
Confidence building
Template elements

Logo
Call to
Action
Headline
Offer
Confidence building
Template elements/ Navigation
Call to Action
Call to
Action

THE VISIBLE ANATOMY
5 Dimensions
• Relevance
• Quality
• Location
• Proximity
• Prominence
Logo
Call to Action
Headline
Offer
Confidence
building
Template elements
Confidence
building
Call to Action
Links to More
Information
Confidence
building

THANKS TO PING JEN FOR QS INSIGHTS
“Because Bing Ads' quality score is established after the fact, it isn't used
directly to determine your bid and your ad rank. We generate quality
score to help advertisers identify improvement opportunities.”
“Many people think that landing page relevance is between your keyword
and your landing page. It's actually based on the search query your
keywords trigger.”

• Spend $125K
• QS 4.2
• Penalty 40-75%
• Cost $65,000
QUALITY SCORE IMPACT ON CPC

LANDING PAGE GUIDELINES

Relevance

GOOGLE EXPLAINS RELEVANCE
"We provide strong SCENT so users don't lose time," he
said. "We take the text from the page that is relevant to
the query, and include it in the summary…
Advertisers are coming to the realization that ads must
have a scent that the user will likely find useful."
- Krishna Bharat, senior research scientist at Google
Relevance

Scent cues:
• Trigger Words / Offers
• Graphics
• Color
• Shape
• Location
WHERE GRAVITY DOESN’T EXIST

GOOD SCENT

LANDING PAGE OPTIMIZED

THE ENTIRE CUSTOMER JOURNEY

Conversion rate is a measure of your ability to
persuade visitors to take the action you want them
to take. It's a reflection of your effectiveness and
customer satisfaction. For you to achieve your
goals, visitors must first achieve theirs. (2001)
CONVERSION IS A JOURNEY
NOT A DESTINATION

• First time visitor vs repeat customer
• West coast vs east coast
• Local vs International
• Early bird vs lunchtime vs late night browsers
• Technical feature creature vs. price pouncer
• Brand/model searchers vs. broad category searchers
• Who makes up your segments?
SHOULD WE TREAT THESE THE SAME?

“DVD Players”
“Sony DVP-NS500V”
“Compare DVD Players”

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
EYETRACKING 4 TYPES: JAKOB NIELSEN

• Simple Personas - include decision making styles, buying stages and some basic
segmentation presented with simple narratives
• Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles,
market research, competitive analysis and detailed segmentation presented
with robust narratives
PERSONAS TO BUILD PREDICTIVE MODELS

Value

Call to action

THE CONVERSION TRINITY IN ACTION
When looking at your landing pages, ask yourself 3 questions:
Relevance
Value
Call to action
Are you relevant to MY query?
Do I know WHY you are the right solution for me?
Is it obvious WHAT I need to do next?

BOOSTED SIGN-UPS BY 52.8%
Relevance
Value
Call to action

Alloy wheels
In stock: ready to ship
Buy
Relevance
Value
Call to action

127 Alloy wheels
What’s in stock?
When does it ship?
Can you make it
more obvious what
to click on?
Relevance
Value
Call to action

Wheels, yes – are
they alloy?
‘Clearance’ is vague
Get clearance
pricing – more
specific?
Relevance
Value
Call to action

Summer wheel
clearance but where
are the wheels?
Pareto Principal
What is this clearance?
How much do I save?
Be specific.
Too much white
space, make the
CTA standout – try
a form or a button
Relevance
Value
Call to action

PPC Management
Software
Love you again, huh?
#FAIL
Relevance
Value
Call to action

PPC Management
Software
Where is it?
Learn more about
Acquisio + GA. Not
what I was looking
for.
Relevance
Value
Call to action

PPC Management
Software. Is it
software?
Try free for 15 days
Try free
Relevance
Value
Call to action

PPC Management
Software: 3 PPC
engine logos
Instant, simple,
profitable bullets
Free trial
Relevance
Value
Call to action

DON’T DO SLICE & DICE OPTIMIZATION

NATURAL SEARCH
building relevance

YOU’RE DOING GREAT WITH PAID SEARCH
BUT WHAT ABOUT NATURAL SEARCH?
THERE IS MASSIVE UNMET DEMAND IN
NATURAL SEARCH THAT CAN BE CAPTURED
USING THE CONTENT YOU ALREADY HAVE.

YOUR PROBLEM IS RELEVANCE, OR LACK OF
What is the biggest influencer of happiness?
content that matches intent
relevant experience is core to user happiness

YOU ARE IRRELEVANT TO SEARCH ENGINES
*Experian & SEO Moz, 2013
you have
thousands of products
and
millions of ways to express intent
so…
627 possible long-tail
queries for iPhone 5 case
you can’t solve this
problem manually
only 25% of your pages get found*

LL BEAN HAS FABULOUS CONTENT
dress
stripe
pullover
nautical
mariner
comfortable
fitted
soft
three-quarter sleeve
jersey knit
cotton
machine wash
navy

BUT, THEY ARE NOT GETTING FOUND…
nautical
stripe
pullover
dress
navy stripe
cotton
dress
fitted jersey
knit navy
dress

YOU ARE MISSING A HUGE OPPORTUNITY
millions of queries
relevant to you
queries you
currently rank for
paid
billions of queries
on the web
there are millions of
dollars of lost revenue
hidden in the content
that you already have
you need data to marry
your existing content
with demand

YOU NEED BIG DATA TO DELIVER RELEVANCE
leverage the collective intelligence of your site and
the web to drive relevance and happiness…
relevant user experiences that
match content with demand
continuous machine
learning
natural language
processiong
demand prediction
large scale web crawl
thousands of Hadoop jobs
millions of pages
billions of interactions
deep site crawl
static page
product catalog
queries

BLOOMSEARCH
going from good to great

SO HOW DO YOU GET FOUND
AND CREATE RELEVANCE?
MARKET YOUR CONTENT

THE SOLUTION – DELIVERING ULTIMATE RELEVANCE
problem bloomsearch big data marketing application
Existence
Search engine doesn’t know
the right page exists.
Irrelevance
Content on the page does not
capture intent.
Non-existence
There is no page on that topic.
Related Searches add the most relevant links to flatten
site structure and enhance richness and crawling ease.
Related Products identify and add the most
relevant content to a page making it more
discoverable to users and crawlers.
Thematic Pages match products with expressed
consumer intent and create new category
pages across relevant themes.

INSIDE THE WEB RELEVANCE ENGINE
site-wide data
web-wide data
user data
structure data
build query models
create link structure
predict demand
generate queries
reveal undiscovered pages
create new pages
add relevant content
review quality
traffic
conversions
clicks
machine learning
machine learning machine learning
gather
interpret
optimize
adapt
analyze

BLOOMSEARCH IN ACTION
content added to
product page to
enhance link graph
and discovery
relevant data-driven landing page
created to enhance user experience
and drive results
thematic pages
related searches & content
added content:
washable
elastic
breathable
printed
flattering
rayon
soft
stretch
feminine
summer

BLOOMSEARCH VALUE PROPOSITION
1 2 3 4 5 6 7 8 9 10 11 12 13 14
125%
100
75
50
25
0
months since bloomsearch launch
naturalsearchuplift
90%
equal or
higher
conversion
rates
delivering unparalleled results

THE TRUE VALUE OF BEING BLOOMSEARCHED
established brands emerging brands
ROI 195%,
payback 2.2 days
ROI 638%,
payback 1.2 months
commissioned study proves economic value of bloomsearch technology
bloomsearch delivers:
conversions similar to internal lists
new customers not reached
elsewhere
efficiently remarket
bloomsearch delivers:
higher conversions than paid
lower cost brand-building
acquire new customers not
reached elsewhere

CUSTOMERS: PB TEENS & POTTERY BARN KIDS

THANK YOU
joelle@bloomreach.com
jeffrey@bryaneisenberg.com

The Secret to Great Search Campaigns

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