Keywords are Key
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Keyword research is often overlooked as a valuable source of market research data. Most of the time, keyword research is handed off to junior bid strategists or non-analysts. But what happens when you combine search data with other data? You get incredible insights! Panel session given at 2012 eMetrics Marketing Optimization Summit. Sorry, some of the animation builds don't work here.
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Keywords are Key
- 1. Keywords are Key! Dana Todd, SVP Marketing June 25, 2012 eMetrics Chicago! 1
- 2. Tweeting? @danatodd and @performics Who’s the Chick with Purple Hair? Leader: SVP Marketing at Performics Pioneer: Co-founder of SEMPO, Newsforce and SiteLab Expert: 15 years Internet & search marketing, expert witness, influencer Analytics cred: Founded Supermath analytics conference (but can’t do math in my head) © All rights reserved. Performics. Proprietary and Confidential.
- 3. Performics inspires participation by integrating highly efficient media with relevant brand experiences. The original performance marketing agency We live performance: 25% of our revenue is from client ROI Top 5 buyers of search in the US, and top 10 globally More than 800 experts in 18 countries Category specialization includes automotive, CPG, education, financial services, healthcare, insurance, retail, tech, and telecomm 3
- 4. You Know You Need It: Unified Customer View Source: PulsePoint “Bridging the Digital Divide” 4 2012 PulsePoint.com
- 5. Behold! The lowly keyword… © All rights reserved. Performics. Proprietary and Confidential. 5
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- 7. One good insight can unlock inspiration… © All rights reserved. Performics. Proprietary and Confidential. 7
- 8. Case Study: Consumer Financial Brand Uncovers High Risk Customer behind Top Keywords Who’s behind the searches? Challenge: Look beyond clicks and conversions Method: - Map keywords to valued segments & behavioral data to drive strategic planning opportunities - Segmentation analysis via search data + other data sources Outcome: Detailed Searcher Profiles 8
- 9. Big Wins for Consumer Financial Services Client Key Take-aways: Searchers are unique in multiple ways One of “best performer” KWs clearly tied to a higher-risk financial profile (Millennials) Opportunities: - Modify experience & product offerings to the type of person, not just the keyword - Engage Millennials in a different pathway - Other sites of value for potential advertising or partnership 9
- 10. Methodology Approach: Leverage internal metrics, syndicated tools and third party research to identify qualified Company X searcher profiles (1 month of data) Search Term Segments Analyzed (based on top 10 qualified KWs) o Brand Terms o Reward Terms o Apply Terms o Offer Terms o Benefit Terms o Lending Product Terms o Credit Card Terms o Feature Terms o Partner Product Terms © All rights reserved. Performics. Proprietary and Confidential. 10
- 11. Demographics: Key Takeaways Searchers are unique by the keywords they use, suggesting we should strategically test by profile group or unique behaviors “Apply” KW term searchers skew lower HHI, but over-index for Millennial age group who are mobile savvy. Testing on their preferred screen could expose unique insight Contextual targeting & competitive ad copy is unique per profile –“Reward” term searchers are not only looking to collect reward points, they want to exchange them (barter) –“Apply” & “Partner Product” searchers might be more influenced by family oriented content © All rights reserved. Performics. Proprietary and Confidential. 11
- 12. Searcher Profile: Age Apply KWs = age 25-34 yrs • 25-34 age group is largest age group (29%) of US iPhone users - opportunity to increase keywords on mobile search. Lending Benefit & Lending Product = 35- Product terms, highly represented by 35-44 yr. olds is the second 44 yrs highest opportunity for mobile (20%) Brand, Reward, Offer, Credit Card • The top downstream destinations for Offer term searchers were and Feature Terms = 45-54 yrs aggregators: creditcards.com & smartcreditchoices.com. Opportunity for contextual targeting, ad copy focus on benefit Partner Product = 55-64 yrs comparisons Head of Household Age for Different Term Searchers % of term searchers 100 Apply Terms 80 Brand Terms 60 Credit Card Terms 40 20 Lending Product Terms 0 Offer Terms 18-24 25-34 35-44 45-54 55-64 65+ Partner Product Terms © All rights reserved. Performics. Proprietary and Confidential. 12
- 13. Searcher Profile: Income Apply Terms = HHI <$25K • Apply Term searchers makeup the lowest HH income – adjust expectations on volume of qualified applicants Benefit, Lending, Feature Card and Partner product = HHI • Top downstream websites for Reward Term searches $25-49K include Cashyourmiles.com, a mileage broker, pays users in cash in Offer Terms = $50-74K exchange for rewards points. Explore keywords and ad copy that speaks to cash/points exchange or ways to be rewarded without Brand & Reward terms = flying excessively $100k+ Income Levels for Different Term Searchers Apply Terms % of term searchers Brand Terms 80 Credit Card Terms 60 Lending Product Terms 40 Offer Terms 20 0 Partner Product Terms <$25k $25-49k $50-74k $75-99k $100k+ Reward Terms © All rights reserved. Performics. Proprietary and Confidential. 13
- 14. Searcher Profile: Children in Household Brand, Lending Product, Offer Searchers with children in HH may be more likely to relate and Reward Terms tend to be no children in household with content about financial budgeting, financial planning and savings opportunities, which could impact ad copy, Searchers for contextual targeting and landing page content Apply, Benefit, Credit Card, Feature Card and Partner Card Terms tend to have children in household Apply Terms Credit Card Terms Reward Terms Offer Terms 0 10 20 30 40 50 60 70 80 90 No Yes % of term searchers © All rights reserved. Performics. Proprietary and Confidential. 14
- 15. Business Intelligence Keyword Multi- data is Touch integral Attribution Predictive Modeling © All rights reserved. Performics Proprietary and Confidential. 15
- 17. Measurement Background comScore’s Search Planner, Search Term Profile report, shows the full behavioral profile of the searchers who used the selected terms during a specific month in 2011 Measurement Glossary Demographics % of Visitors: (Percent composition) All people within a specific demographic who used the selected terms, as a percentage of the total searchers on the selected terms. -Age, Income, Children in Household Search Engines % of Clicks for the terms: Percentage of total clicks for this set of terms that occurred on each top search engine. Additional Sites of Interest % Reach: The site's visitors who are members of the Term Searcher target group as a percentage of all searchers who searched on the term list. © All rights reserved. Performics. Proprietary and Confidential. 17
Editor's Notes
- Dana to speak
- Dana to add notes“How would you rate your company’s current ability or effectiveness in implementing each of the following digital marketing capabilities?”
- Dana:- Setup for what types of insights related to the Keyword Segmentation Analysis that we achieved, and how it was embedded into the presentation. What’s interesting about this is that clients aren’t asking for this type of analysis or view. Mostly because they tend to think REALLY big when they want to better understand the behaviors of their customers, and don’t fully think about all the tools we have at our finger tips. Ideally, we’d use an analysis like this and compliment it with a custom study; whether that be a qualitative social listening analysis or a panel based behavioral study. Methodologies: (background if you need it) Goal: Identify demo characteristics of today’s top searching existing and potential customers in order to inform strategies that effectively communicate with searchersApproach: Leverage internal campaign metrics, syndicated tools and third party research to identify qualified Company X searcher profilesSearch Term Segments Analyzed (based on top 10 qualified KWs):Brand Terms, Apply Terms,Benefit Terms,Credit Card Terms,Partner Product Terms,Reward Terms,Offer Terms,Lending Product Terms,Feature Terms
- Dana:Outcome: Associated clusters of queries to credit riskMapped keywords to valued segments & used behavior analytics to drive strategic planning opportunities Identified other sites of value for potential advertising or partnershipKey Take-aways:The insight we gained from this analysis is that searchers are in fact unique in their demo makeup as well as in their online interests outside of the word we monitor them in (for client X, this would be financial services and how they transact/buy new credit cards). From this segmentation analysis we were better able to understand what this person may look like, what types of non financial information they’re interested in and how we might be able to be creative in our messaging and testing approaches to better engage with them, in a way that they like to participate in. “Apply” term searchers skew lower HH income, but over index for Millennial age group who are mobile savvy. Testing on their preferred screen could expose a unique insight.Contextual targeting and competitive ad copy is unique per profile.“Reward” term searchers are not only looking to collect reward points, they want to exchange them (barter)“Apply” and “Partner Product” searchers might be more influenced by family oriented content
- pretty self explanatory. Sets up what we looked at and why. There is a appendix slide that shows specifically what terms we analyzed.
- The insights we gained from this analysis is that searchers are in fact unique in their demo makeup as well as in their online interests outside of the word we monitor them in (for client X, this would be financial services and how they transact/buy new credit cards). From this segmentation analysis we were better able to understand what this person may look like, what types of non financial information they’re interested in and how we might be able to be creative in our messaging and testing approaches to better engage with them, in a way that they like to participate in.
- 1comScore MobiliLens, July 2011 (resurfaced by eMarketer)2 Hitwise, Downstream Websites for Term Portfolio, 4 Weeks ending 10/1
- 1 Hitwise, Downstream Websites for Term Portfolio, , 4 Weeks ending 10/1