Looking Beyond Paid Search For Better Biddable Results

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1 like•2,453 views

Sam Vandermark, Associate Director - Digital at The Specialist Works, provides a quick overview on the current search landscape and changes in user search behaviour before delivering some key advice on other biddable channel execution to support bigger digital growth.

Marketing

Sam Vandermark
THE SPECIALIST WORKS
Looking Beyond Paid Search For
Better Biddable Results
@sammivandermark
https://www.slideshare.net/thespecialistworks

SEARCH MARKETING
#BrightonSEO @sammivandermark

Source: Statista
#BrightonSEO @sammivandermark

Are you making the most of it?
SEARCH DATA-DRIVEN

Changing behaviours
BREAK OUT OF
THE BUBBLE

Affinities
#BrightonSEO @sammivandermark

Be brave with audiences – you might be surprised
DISCOVERY
#BrightonSEO @sammivandermark
PAGE LIFT
COLGATE 374
ABSOLUT VODKA 271
GUINNESS 232
MINI 214
GUERLAIN 191
LISTERINE 186
WORLD COSPLAY SUMMIT 154

OPPORTUNITY
John Freida
BathStore 274 309
296 148

55
Take a holistic view
…and share insight

User completes view
on premium publisher
site pre-roll ad
Retarget
segment
with CTA
Facebook
ad
FB INTEREST
OVERLAY

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ABC1Ads35+Impacts(000s)
SearchQueries
Hour
Search Queries ABC1 Ads 35+ Impacts (000s)
#BrightonSEO @sammivandermark

Deploy alternate creative to their
audience on Facebook related to
their recently advertised
products…
SHOP NEW SEASON

55
INTEGRATE & AMPLIFY
BE BRAVE & DISCOVER

55
samvandermark@thespecialistworks.com
@sammivandermark
THANK YOU!

Looking Beyond Paid Search For Better Biddable Results

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Looking Beyond Paid Search For Better Biddable Results

1. Sam Vandermark THE SPECIALIST WORKS Looking Beyond Paid Search For Better Biddable Results @sammivandermark https://www.slideshare.net/thespecialistworks

2. Google don’t do search marketing anymore. #BrightonSEO @sammivandermark

3. SEARCH MARKETING #BrightonSEO @sammivandermark

6. Source: Statista #BrightonSEO @sammivandermark

7. #BrightonSEO @sammivandermark

8. Are you making the most of it? SEARCH DATA-DRIVEN

9. 55 READY?

10. Changing behaviours BREAK OUT OF THE BUBBLE

11. WE’RE NOT LIKE “NORMAL” PEOPLE!

12. Female 30 - 55 ABC1 Likes candles

13.

14. Affinities #BrightonSEO @sammivandermark

15. Be brave with audiences – you might be surprised DISCOVERY #BrightonSEO @sammivandermark PAGE LIFT COLGATE 374 ABSOLUT VODKA 271 GUINNESS 232 MINI 214 GUERLAIN 191 LISTERINE 186 WORLD COSPLAY SUMMIT 154

16. OPPORTUNITY John Freida BathStore 274 309 296 148

17. CONNECTIONS

18. 55 Take a holistic view …and share insight

19. User completes view on premium publisher site pre-roll ad Retarget segment with CTA Facebook ad FB INTEREST OVERLAY

20. 55 0:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 6:00… 10:00… 14:00… 18:00… 22:00… 2:00… 6:00… 10:00… 14:00… 18:00… 22:00… ABC1Ads35+Impacts(000s) SearchQueries Hour Search Queries ABC1 Ads 35+ Impacts (000s) #BrightonSEO @sammivandermark

21. GET CLEVER (AND A BIT SNEAKY)

22. Deploy alternate creative to their audience on Facebook related to their recently advertised products… SHOP NEW SEASON

23. TIMING + CONTEXT + MESSAGE

24. 55 INTEGRATE & AMPLIFY BE BRAVE & DISCOVER

25. 55 samvandermark@thespecialistworks.com @sammivandermark THANK YOU!