Four game changers for search engine and online marketing presented at Charlotte, NC's SearchExchange by Jeff Campbell of Resolution Media. Deck covers evolution of search engine results page & consumer's definition of search, measurement attribution across marketing channels & offline, behavioral data & targeting, and consumer privacy.

1. SEARCH GAME CHANGERS
JEFF CAMPBELL – CO-FOUNDER & MANAGING DIRECTOR
RESOLUTION MEDIA
JULY 2012
@CJeffCampbell

2. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
It is not necessary to change.
Survival is not mandatory.
-Edward Deming
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3. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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4. THE SEARCH RESULTS PAGE HAS EVOLVED
Website
Locations
Videos
Social
Apps
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5. • Display
• Content Networks
• Paid Social
Awareness/Branding • SEO
• Video
• Search Networks
Consideration • Content Networks
• IYPs
• Educational Content
Lead Generation • Email
• Landing Page Optimization
• Affiliate Programs
Purchase • Content Optimization
• Comparison Shopping
• Email
Remarketing • Display Retargeting
• Search Retargeting
• Incentive Programs
Loyalty • Social Sharing
• SEO
• Content Optimization
• Search Networks
Future Purchases • Gaming
• Video
• SEO 4

6. THE CONSUMER HAS EVOLVED – SEARCH IS “SOCIAL”
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7. CONNECTION OF THE PHYSICAL & DIGITAL WORLD
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8. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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9. MEASUREMENT EVOLUTION
Advanced
Management
Balancing Branding •Local, Feed-Based
vs. Direct Response Inventory & Pricing
•Automation
•Device Targeting
• Targeting/ Cross-
Channel
Cross-Channel Optimization
Attribution •Cost to
•Online & Offline Acquire/LTV/CRM
Silo’d
Performance
•Last Click / Sales
Eq.
•Brand vs. Non-
Brand
Relationship
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10. INTRA-SEARCH KEYWORD ATTRIBUTION
1st Click 2nd Click 3rd Click, Order
“rental “las vegas “hertz” keyword gets all the
Last Click: “hertz”
car” rental car” revenue associated with this
order
$0 $0 $500
Proposed “rental “las vegas Revenue is shared among
“hertz” keywords that contributed
Attribution: car” rental car” in the purchase funnel
$30 $70 $400
• Hypothesis: Giving “credit” to supporting keywords will focus
media spend more effectively and possibly improve overall
performance
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11. PAID VS. NATURAL SEARCH CANNIBALIZATION
Paid
+
Natural
=
2X
Visits
vs.
Natural
Only
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12. ONLINE TO OFFLINE TESTING
• Determine a baseline of
store sales activity within
each market
• Saturate online advertising
for defined product
category
• Determine the difference in
in-store sales lift between
Test test and control markets
Control
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13. DEVICE TARGETING
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)
Night Morning Day Evening
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop 12
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

14. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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15. ANSWERING THE TOUGH QUESTIONS WITH DATA
What content
When do they are they
engage and interested in?
convert?
How do they
What are their look for my
demographic? products &
services?
What devices Where do they
do they use spend their time
and for what? online?
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16. DEFINING YOUR DIGITAL TARGET AUDIENCE
• Age • KWs • Devices • Audience Profile • Media Planning & Strategy
• Gender • Categories • Browsers • Competitive • Creative & Content
• Geography • Engines • Networks Profile Development
• Language • Clickstream • Operating • Category Profile • Target Sites
• Income • Competitive Systems • Target Keywords
• Audience
Affinity
• Referrers
• SERP Positions
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17. 1:1 TARGETING & MESSAGING
IMMEDIATE IMPACT ENHANCE
Audience Insight & Activation Audience Exploration
1.0 - Segment Audience profile
activation, analytics and insight exploration, strategic and tactical
(existing) planning, and activation
2.0 - Customer (customers + prospects)
activation, analytics and insight
Strategic Data Management
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18. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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19. WHEN DOES COOL BECOME CREEPY?
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20. THANK YOU! --- QUESTIONS?
Jeff Campbell
JCampbell@ResolutionMedia.com
@CJeffCampbell
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