10 Key Tactics to Marry Your Search and Display Programs
Jul 17, 2015
10 Key Tactics to Marry Your Search and Display Programs
Agenda
● Cross-pollination with an in-house team
● AdRoll’s top 5 tips for tying together search and display
● Getting to know Wpromote
● Wpromote’s top 5 tips for aligning seach and display
● Customer spotlights
Pull marketing Push marketing
Lower funnel Upper funnel
Direct response Branding/awareness
Supply scarcity Supply abundance
Pull marketing
Full-funnel
Intent-based
Variable supply
Search Display Retargeting
How can teams leverage cross pollination?
● Market perception
● Reporting on channel insights
● Audience segmentation
● Gauging industry and product knowledge
● Comprehension and driving adoption
Why Cross-Pollination?
Search
Tip #1: Intent Signals -
Search/Retargeting → Display
Promote: Creating Demand and Confidence
• Number of press mentions
• Number of hits
Educate: Thought Leadership and Knowledge
• Email open rate
• Form completes and CPL
Capture: Turning Leads Into Opportunities
• Account sign up
• MQL Capture
Display
Retargeting
Tip #2: Feeding the Funnel - Display
→ Search
• Leverage display’s scale to reach
faster conclusions on compelling
messaging
• These insights can inform search’s
use of unique selling points in copy
• Grow branded and non-brand
search volume with demand gen
● Search and display programs are typically in
place before retargeting programs
● Display/retargeting worlds are seamless for
users, so proper audience segmentation
includes audience exclusions
● This prevents disrupting the user experience,
and ultimately saves otherwise wasted
impressions and dollars
Tip # 3: Aligning Audience
Segments
● Display has the advantage when it comes to
demographic data (gender, age, parental status, etc.)
● Measuring the differences in how subsets of your target
audience interact and convert with ads can be used to
tailor messaging
● By layering demographic data onto search, you can
generate assumptions to test - i.e. if a retail advertiser
finds that their most highly engaged display audience is
unwed, that might influence their decision whether or
not to include ‘baby clothes’ as a sitelink in their search
campaign
Leveraging Demographics for
Search
Tip #4: Leveraging Demographics for
Search
Tip #5: Using Hybrid Models
Gmail Sponsored Promotions reaches across the over 500 million people using Gmail [1] and in tests conducted by Search Engine Journal found a 72.6% decrease in CPCs and 51% decrease in CPAs when compared with their non-branded search campaigns. [2]
[1] Covert, Adrian. "Gmail Turns 10: How Google Dominated E-mail." CNNMoney. Cable News Network, 1 Apr. 2014. Web. 03 Mar. 2015.[2] Castro, Joe. "Gmail Sponsored Promotions: Best Practices | SEJ." Search Engine Journal. Search Engine Journal, 08 Jan. 2015. Web. 03 Mar. 2015