Twitter: @PASC

Paid Search Full Court PressMaking Search the MVP of Your Digital Marketing Mix

Twitter: @PASC2

About Me• Pascal Inderabudhi• Paid Search Strategist at Anvil• 4+ years Paid Media experience• Industry experience across hospitality, retail, B2B,

e-comm, financial services, healthcare, more

Twitter: @PASC3

Twitter: @PASC4

1. A defensive tactic where a team covers opponents throughout the court and not just near their own basket

2. An instance of aggressive pressure

Twitter: @PASC5

Twitter: @PASC6

Make Paid Search Work HarderMost Points All-time Most Efficient All-time

Twitter: @PASC7

Paid Search Has Evolved

Twitter: @PASC8

Consumer Behavior Has Evolved

Twitter: @PASC9

Consumer Behavior Has Evolved

Twitter: @PASC10

Consumer Behavior Has Evolved

Twitter: @PASC11

Twitter: @PASC12

Paid Search MVPIntegrating data cross-

channel to amplify your marketing programs

Twitter: @PASC13

More FrequencyWider Reach

Better Quality

Paid Search MVP

Twitter: @PASC14

Make Paid Search Work HarderData capabilities

Data applications

Online• Shopping• Video• Social• Email

Offline• TV and Radio• Direct Response• Creative

Messaging

Twitter: @PASC15

Twitter: @PASC16

Audience Is Everything

Twitter: @PASC17

Remarketing

Twitter: @PASC18

Watch the Game Film

Twitter: @PASC19

Even Better Game Film

Twitter: @PASC20

Customer Match = Inside Info— Upload a list of email

addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way.

— Limited to Search, Youtube, and Gmail

— Essentially 1st-Party data integration into AdWords’ Search

Twitter: @PASC21

Proper Tracking Using UTMs

Twitter: @PASC22

GA Audiences = Hypertargeting

Twitter: @PASC23

Putting Audiences into Practice

Twitter: @PASC24

Online Applications

Twitter: @PASC25

Search— RLSAs— Customer Match— Ad Customizers— AdWords Scripts

Applications:— Target specific audience

with wider / top-funnel keywords

— Customize creative based on recency / sequencing

— Customize creative based on external data

Week Impr. Clicks CTR CPC Cost Conv. CPA CVRWeek 2 194,102 4,048 2.09% $0.86 $3,467.65 31 $111.86 0.77%Week 1 217,594 3,783 1.74% $0.91 $3,456.75 15 $230.45 0.40%

Twitter: @PASC26

ShoppingPotential Audiences:— Returning Visitors— Shopping Cart Abandoners— Past Buyers— Past 30-days Visitors

Applications:— Upsell/re-sell to current

customer base— Capture comparison

shoppers— Segment spend new versus

returning

Twitter: @PASC27

Video— Youtube Remarketing Lists— GA Remarketing Audiences

Applications:— Increase top-of-funnel

frequency (repeat views from the same audiences) and relevancy (target high brand affinity users) for delivery

— Drive users who have viewed videos further down the funnel through Search and Display

Twitter: @PASC28

Social / Display— Target specific social and display

campaigns users on search— Incorporate social data layers into

search remarketing— Repeat messaging and branding cross-

platform and device

Applications:— Target widely on social incorporating

data layers unavailable on search (occupation, interests, behaviors, demographics, etc.)

— Define this audience in Google Analytics based on Source / Medium / Campaign

— Sequence messaging and landing pages down the funnel to increase relevancy to these audiences

Twitter: @PASC29

Email— Customer Match— RLSAs— Bid modifiers and adjustments

Applications:

— Amplify email blast offerings with bid mods /budget increase on featured products or services

— Create audiences for engaged email readership versus low-engagement email opens to reach on Search and Display

— Create audiences using Customer Match to refine targets on Search based on lists / automation sequences, etc.

Week Impr. Clicks CTR CPC Cost Tran. ROAS Rev.Week 1 23,843 969 4.06% $0.40 $388.53 20 6.47 $2,512.32Week 2 18,684 962 4.95% $0.40 $392.29 29 9.01 $2,408.46

Twitter: @PASC30

Offline Applications

Twitter: @PASC31

TV and RadioH/T to @Kayla_Kirsch

— TV & Radio Log Times— Ad scheduling— Day Parting— Non-brand bid adjustments— Specific keyword targets

Applications

— Adjust specific search creative to launch based on log times

— Implement day-parting bid modifiers based on log times

— Amplify branded search coverage and target higher-funnel related non-brand terms

— Remarket based on specific URLs if used

Week Impr. Clicks CTR CPC Cost Conv. CPA CVRWeek 1 7,028 359 5.11% $9.61 $3,449.90 11 $313 3.06%Week 2 8,463 304 3.60% $11.75 $3,572.92 20 $178 6.60%

Twitter: @PASC32

Direct Response— RLSAs— Narrow geo/radius targets— Creative sequencing

Applications:

— Create audiences based on unique/vanity URLs from mailers

— Narrow in geo-targets based on mailers/zipcodes

— Mirror / continue messaging from mailer to search for specific audiences

Twitter: @PASC33

Creative Messaging— Align paid search messaging

with ongoing marketing programs

— Add campaign specific brand and non-brand keywords

— Include searchable keywords into wider marketing campaigns

— Sequence creative to continue storylines for branding campaigns

Twitter: @PASC

Thank you!