The document is a summary of a webinar about using intent data to optimize paid search efforts. It discusses what intent data is and why it is valuable for understanding customer journeys. It provides examples of intent signals that can be used to identify high commercial intent keywords for search campaigns. The webinar also discusses how intent data can be used to personalize on-site and email recommendations, as well as tips for ad creative and campaign structure to capture users with high commercial intent.

1. WordStream Confidential
What’s a Search Worth?
Using Intent Data to Uncover Buyers
Magnetic & Wordstream
07.21.2015
Live Webinar

2. 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

3. 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

4. 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

5. 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

6. 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

7. WordStream Confidential
64%
Agree they need better data
to support their prospecting
strategy
But Only 2 in 3 Need Better Data?

8. 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

9. 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 sale
New Dress
Floral dress
Maxi dress
Tunic Dress
Lord & Taylor
dress sales
Free People dress
Dress sales
TOP PICKS
FOR YOU

10. WordStream Confidential
Re-engaging After The Click –
Onsite Recommendations
Past & current behavioral insights
Products
viewed
Time spent in
category, …
Predict on-site
recommendations+

11. WordStream Confidential
Re-engaging After The Click-
Email Recommendations
TOP PICKS FOR YOU
Style
preferences
Sales
shopper
eMails
at 7PM+ +
$
Past behavioral insights

12. WordStream Confidential
LIVE WEBINAR
Using Intent Data
Signals to
Optimize Paid
Search Efforts

13. WordStream Confidential
Assessing Keyword Intent
High commercial intent keywords =
your greatest area of opportunity!

14. 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!

15. WordStream Confidential
High-Intent Keyword Research–Tools
Google’s Keyword
Planner
WordStream’s
Competitor Website
Crawler

16. 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??

17. WordStream Confidential
Run Google Shopping Campaigns

18. 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

19. WordStream Confidential

20. WordStream Confidential
Implement Ad Extensions

21. WordStream Confidential
Utilize Ad Customizers
• Use FoMO to
inspire action
• As sale ends (or
quantity goes to
zero), CVR
increases up to
3x!!

22. WordStream Confidential
Keep it Consistent

23. 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

24. 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

25. WordStream Confidential
Chip Overstreet- @magneticIS Erin Sagin- @erinsagin