Digital Dealer 21 Christi Olson, Microsoft Search Evangelist
Digital Dealer 21Christi Olson, Microsoft Search Evangelist
Christi OlsonSearch Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy: May 8th, 2016
Boy Meets Girl Happily Ever After
Our Fur Kids: Bella the Wunderpug & Elsa the Not-So-Mini Schnauzer
AgendaEVOLUTION OF SEARCH
ATTRIBUTION
AUDIENCES & REMARKETING
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Evolution of Search
Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow.
2000Query SearchMatch Types Text Ads
2010Demographic SearchDay PartingLanguage
2012Mobile SearchDevice BiddingLocation
2016Voice SearchAudience Based Buying1st and 3rd Party Data
TOMORROWPersonalized SearchActionablePredictive BEYOND
Artificial Intelligence
2013AudiencesRLSA
1990 1st Search Engine
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Evolution of Search
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Evolution of Search
Future Voice SearchCalling Mechanic
Call Mechanic.. . .
Personalized
Predictive
Actionable
“Recall on your 2009 Ford Edge, fire risk”
“Oil change due in 200 miles”
“$20 Jiffy Lube oil change” Book
now
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match typeDesktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
Localized
Predictive
Customized
Personalized
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Attribution
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
See Search Compare Test Drive Purchase
Attribution Would Be Easy If The Path To Purchase Were Simple and Straight Forward…
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Attribution
Automotive Consumer Decision JourneyMultiple Touchpoints
See friends post pictures of various Volvo SUVs on social media.
Search for “safest vehicle reviews”. Click organic listing.
Search for “best family vehicle”. Click paid listing.
Visit Volvo website.
Notice Volvo display ad on Car and Driver.
See TV ad for Volvo Summer Sales Event.
Search for “Volvo XC90”. Click paid listing.
Visit Volvo website. Find local dealer.
Purchase at dealership.
TV Organic Non-branded PPC Direct Display Branded PPC
Attribution
Last Click AttributionLast Non-Direct Click AttributionLinear AttributionData-Driven AttributionFirst Click Attribution
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Social
AttributionYour Attribution model can feed your remarketing funnel
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Attribution
Which is the Perfect Attribution Model?
Paid DigitalRemove non-paid channels and brand attribution goes
to last paid channel before conversion
First / Last ClickThe last of the first channel
clicked is awarded 100% for the conversion
Data-DrivenIncludes same level of
scoring – allocate value to channel based on assists to
the final conversions
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
We are no longer focused on "touch points" during the marketing and sales process, but instead meaningful, ongoing relationships that involve frequent online and real-world interactions.
So there is no perfect attribution model…
What should I think about for allocating budget across Paid Search and Paid Social?
Audience & Remarketing
Audience & Remarketing A Shift in Digital Media Towards Audience
“I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months in digital… what’s happening it’s all brand money… What brands are moving to are finding an audience.”
- Shane SmithVice Media, CEO
Source: Digiday, Shane Smith interview, May 20, 2016
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Yesterday’s Search
- Centric
Campaigns are structuredaround
Reach audiences through their
Product
products
keywords
People
people
activity
Tomorrow’s Search
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing Reaching Audiences Behind Your Clicks
Expanded ToolsetPages visitedCombination of pages visitedPages not visited Abandoned shopping cartsReferral URLDuration of time since last visit
KeywordsMatch Types
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
The value and benefits of remarketingRemarketing in Paid Search can help you achieve a number of goals:
Drive actions that are valuable to your business
Improve your ROI
Upsell or cross-sell to customers
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Breaks in your houses
Leaves things behind Eats your food
Awful Burglar
Stoned Burglar
First-yearRoomate
Santa Claus
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Re-thinking Campaign StructureProduct Ad
Groups
Apparel PetsGarden
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Re-thinking Campaign Structure
Ready to buy LoyalDisengaged
Abandoned Shopping Cart within the last 7
days
No activity on site in over 30
days
Made a purchase within last 7
days
Increase BidsBroaden KeywordsProduct Landing Page
Increase BidsBroaden KeywordsCreate Promos
Decrease BidsExact KeywordsRemove Promos
People
Product
Ad GroupsRemarketing Strategies
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Extended Reach
Site Activity 1st & 3rd Party Data
Ready to buy
Disengaged Loyal Email lists Salesforce
YouTubeCustomer
Match
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audiences
How You Can Leverage Remarketing ListsMessaging
PromotionsFinancing
Maintenance/Repair
KeywordsTop of the Funnel
Refining the Funnel &
Congruent Customer Journeys
Optimization
Bid Strategy
User Visits your Website User Searches on Bing
Audience & Remarketing
How UET on Bing works UID allow passing CRM data back to analytics
Bing Audience
Google Analytics and Bing UET Bing
USER ID
Tag Manager & UET Code
UID added to Audience
Sends UID to Analytics
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing Create Holistic Audience Strategy
SEARCH
DISPLAY EMAILS
SEARCH
DISPLAY EMAILS
Audience & Remarketing
The Intersection of Audiences and Attribution
AttributionAudiences
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
Audience & Remarketing
Should you advertise on just AdWords?
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
20.1% U.S. search share1
%
% 32.8% Bing Network
Bing’s Unique AudienceExclusive Searchers
158M Global56M U.S.
Exclusive Opportunities to Engage
3B Global Searches2B U.S. Searches
12% of U.S. search share is exclusive to the Bing Network
Core Take Aways• There is no perfect attribution model – but if you use last click attribution, make sure you aren't de-valuing top of the funnel
channels AND continue to feed your funnel!• Think of how you can track in dealership activities to tie them to digital performance.• Search has evolved beyond keywords & match types. • Think beyond search when creating audience lists. Integrate data from other channels like display and social media.
Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]
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Contact Info
Full Name: Christi OlsonCompany: Microsoft, Bing AdvertisingJob Title: Search EvangelistEmail: [email protected]: @ChristiJOlson