Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
Why A ‘Channel Agnostic’ Approach To
Search Can Deliver Greater ROI
Mike McDougall,
Organic Search Director at Stickyeyes

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Before we start… house keeping
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Recommended Smart Insights Resources
Smart Insights top 'Quick Wins' to help you improve your SEO

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A quick intro…
Search Director
Mike McDougall
• 17 years in digital
• Variety of roles from client services, Paid, SEO,
Strategy
• I help our clients set their strategies using as
much data as we can get our hands on!
• Loves a good spreadsheet

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The way people
search is always
changing.

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The future of search.
Big players are
changing their
algorithms, new players
are entering the
market, e-retailers are
owning product search
and YouTube is
becoming the source
for inspiration. And at
the same time, new
technology is disrupting
behaviour.

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New consumer journeys.
Eretailers – particularly Amazon – are rapidly replacing Google as the top
platform for product searches and fundamentally changed search
behaviour.
MINDSET
Product
Searches
Reviews Price
ComparisonProduct
Research
Brand
Consideration
In-Store
STAGES AWARENESS CONSIDERATION SALES EXPERIENCE
REPURCHASE/
RECONSIDER
Product Use
Reviews
Reorder
Brand Search
INSPIRATION
FUNCTION
Source: Jumpshot “The competitive state of eCommerce marketplaces data report, Sep 6 2018
eRetail

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Tech is evolving.
Device manufacturers are integrating assistant technology such as TV’s,
Computers and Screen-based home assistant devices, meaning content
will need to tie into query intent.
“How do I wrap a parcel for
shipping”

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EVERY SUCCESSFUL BUSINESS FINDS
WAYS TO DRIVE EFFICIENCY
WHO DOESN’T WANT MORE FOR
LESS?

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SEM market reach, PPC vs SEO.
A lot of the data we review for clients shows a heavy weighting towards Paid
channels where last click ROI can more easily be measured.

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SO HOW DO WE START TO
EFFECTIVELY TREAT SEARCH AS ONE
CHANNEL?

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Integrating paid and organic.
The below diagram shows a typical channel split for search through the
funnel – using data to understand which levers to pull when.
PAID
ORGANIC
SEE THINK DO CARE
SEARCHVOLUME
PAID
PAID
PAID
ORGANIC
ORGANIC ORGANIC

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DATA SHARING & MEETINGS
Vital that there’s a flow of data
between all digital agencies,
especially the Paid & SEO.
More all-agency meetings and
encourage greater collaboration
– not just driven by client
INCENTIVISATION
Flat fee for SEO but Paid on
percentage of spend? This is at
odds with an efficiency driven
approach.
With one agency incentivized to
spend more it’s going to be tough
to make it work.

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Equilibrium.
Optimise performance and unlock major cost efficiencies by
operating your paid and organic search campaigns in perfect
harmony.
AUTOMATION
Automatically adjust
bidding strategy as
organic performance
changes over time.
BIDDING
INTELLIGENCE
Intelligently align
bidding strategy with
your commercial goals;
reduce cost or
dominate?
REAL-TIME TRACKING
Organic rankings are
analysed by the
minute, 24 hours a day,
7 days a week.
DATA INTEGRATION
Integrate external
performance data in
real-time to align with
cross-channel KPIs.
INTEGRATES WITH: GOOGLE / BING / YAHOO! / YANDEX / BAIDU

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Equilibrium in action.
Stickyeyes have deployed the full Equilibrium functionality for a leading
global luxury retail brand – month 1 savings of £26k globally on brand
bidding.
TOOL SETTINGS
CALIBRATED
MONITOR PAID
DATA
PULL INTO
GOOGLE SHEET
MEASURE
OUTPUT
Our biddable
specialists input
bespoke rules on
client by client
basis.
BID ACTIONS
MADE
Tracking the PPC
SERP and
monitoring where
Brand bidding &
PLA presence
Data syncs with a
Google sheet &
pushes out into
Equilibrium system.
Equilibrium script
takes the data &
maps actions
against approved list
Measure the
impact vs.
expectation &
amend calibration
accordingly

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Smarter Targeting
CRM data, cookie data, 1st party, 3rd party
– there’s A LOT of ways to use this.

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Evolved targeting
HT GENERICS
MID + TAIL GENERICS
COMPETITORS
BRAND - GENERIC
CORE BRAND
THE OLD TARGETING APPROACH THE NEW TARGETING APPROACH
AUDIENCE
CENTRIC

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“The more you know
about your audience has
benefits for both you and
your end users. This
helps to bring you greater
cost efficiency through
greater sophistication
and accuracy of your
targeting, whilst
delivering your audience
a greater and more
personalised experience”

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Smarter Investments.
Brands can apply what they know about a users previous engagement with
their website in order to instruct how much they bid for these users.
LOWEST LOW MID
LEVEL
HIGH HIGHES
T
£1.10 £1.30 £1.50 £1.70 £1.90
Content
Engager
Category Page
Viewer
Product Page
Viewer
Requested a
Brochure
Abandoned Cart
Viewer
ENGAGEMENT LEVEL & PROPOSED
AUDIENCE BID
HigherLower

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Better Use of Data.

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KIT.
Unlock the biggest quick wins through an intelligent, data-led
approach to keyword strategy.
FAST RESULTS
Identify the keywords
with the greatest short-
to-medium term
potential to grow
traffic.
TARGETED BATTLES
Pinpoint keywords
with the lowest
barriers to traffic
driving performance.
GOAL ALIGNMENT
Prioritise keywords
based on your wider
business goals and
commercial value.
BESPOKE STRATEGY
Develop a bespoke
keyword strategy
tailored to your budget
and position in the
market.
KIT CONSIDERS: SEARCH VOLUME / RANKINGS / AVG. DA (TOP 10) / AVERAGE CPC / ADWORDS COMPETITION DATA

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Identifying opportunities.
Our KIT tool identifies opportunities, tells us where we need new or
optimized content, and recommends a unified one-search strategy
approach.
Keyword Cluster
Cluster
Monthly SV
Cluster Avg.
Rank
EOW
Score
Avg. DA
Top 10
Content
Score – top
10
Content
Score -
Client
Cluster Search
Strategy
Cluster 1 51,010 101 67% 73.8 66% 30% Type 1
Cluster 2 21,490 94.5 66% 76.2 38% 22% Type 1
Cluster 3 28,300 11.3 69% 53.7 60% 29% Type 2
Cluster 4 2,560 3.3 65% 54.7 58% 23% Type 3
Cluster 5 8,970 14.25 65% 57.5 52% 18% Type 3
Cluster 6 23,900 13 68% 56 61% 28% Type 2
Cluster 7 2,600 10.8 57% 58.5 60% 22% Type 3
Cluster 8 37,440 20.16 59% 66.8 56% 22% Type 2
Cluster 9 1,200 101 48% 72 42% 16% Type 4
Type 1
Long Term SEO
Mid Term PPC
High EOW
Type 2
Aggressive SEO
Short Term PPC
High EOW
Type 3
Aggressive SEO
Short Term PPC
Mid EOW
Type 4
Aggressive SEO
Seasonal PPC
Low EOW

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Integrated Search
Reporting.

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Channels working in harmony.
The below data shows how the balance of investment could split for a brand over
a year whilst overall search performance is driven up.

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Unified
reporting.
Products like Google data
studio allow for unified
reporting to gives brand
access to the 360 degree
search data view.
ONE SEARCH REPORTING DASHBOARD

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Want more insight?
Download our free whitepapers and sector
reports at:
https://www.stickyeyes.com/resources/

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