Holistic Search 2.0: Optimizing and Measuring Organic & Paid Performance
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In today’s competitive digital landscape, understanding the full impact of both organic and paid search efforts is crucial for driving effective marketing strategies. Let us help. Check out as we delve into the intricate relationship between organic and paid search channels, offering actionable insights for measuring success to maximize their combined potential. We’re providing a comprehensive understanding of how to measure, analyze, and optimize holistic search marketing efforts, ensuring sustainable growth and superior ROI. You’ll learn tips for: - Integrated Metrics and KPIs: Define and track key metrics to capture performance of organic and paid search, to make informed strategic decisions with a holistic view. - Attribution Models: Explore attribution models to understand the customer journey, identify influential touchpoints, and allocate budget effectively for maximum ROI. - Optimization Strategies: How to leverage data from organic and paid search to optimize campaigns and increase conversions. With Shaubhik Ray, we’ll equip you with the knowledge and tools necessary to excel in holistic search measurement. We’ll share marketing strategies that are data-driven, aligned with business goals, and poised to lead your organization to success.
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Holistic Search 2.0: Optimizing and Measuring Organic & Paid Performance
- 2. But first…. a little housekeeping Click the screen to Enable Sound 🔊 Closed Caption is available: click the CC Add your questions for the Q&A at the end ● Breakout room opens after presentation ● Stick around for the post-webinar survey
- 3. 2 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. SHAUBHIK RAY • Over 15 years of analytics leadership experience • Currently Sr. Director, Digital Analytics at iQuanti and leads the digital analytics practice • Focuses on developing and implementing digital analytics solutions for clients, with a focus on financial services and retail • Previously, worked at Oracle and Tableau
- 4. 3 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. 1 Power of a Holistic Search Strategy Today we’ll discuss… 2 Roles of the Channels 3 Delivering a Connected Search Program
- 5. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4 Integrating Paid & Organic Search Power of a Holistic Search Strategy
- 6. 5 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. • Integrates organic and paid search strategies to create a unified approach • Ensures both channels complement each other, maximizing visibility and efficiency Understanding Holistic Search Paid PAA Organic Local Stories Answer Box
- 7. 6 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. • Enhanced Visibility: Combining efforts can improve overall search engine visibility. • Cost Efficiency: Optimize budget allocation by understanding the strengths and weaknesses of each channel. • Better User Experience: A cohesive strategy provides a consistent message to users across touchpoints. • Improved Data Insights: Holistic approach offers a more complete picture of user behavior and campaign performance. Why Holistic Search Matters
- 8. 7 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile OBSTACLES
- 9. 8 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . OBSTACLES
- 10. 9 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . Siloed Departments Brands may have siloed departments responsible for paid and organic search efforts, which can make it difficult to create a unified strategy that leverages the strengths of both channels. OBSTACLES
- 11. 10 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . Siloed Departments Brands may have siloed departments responsible for paid and organic search efforts, which can make it difficult to create a unified strategy that leverages the strengths of both channels. Lack of Coordination Even when departments are not siloed, a lack of coordination between the teams responsible for paid and organic search can lead to fragmented efforts and inconsistent messaging OBSTACLES
- 12. 11 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . Siloed Departments Brands may have siloed departments responsible for paid and organic search efforts, which can make it difficult to create a unified strategy that leverages the strengths of both channels. Lack of Coordination Even when departments are not siloed, a lack of coordination between the teams responsible for paid and organic search can lead to fragmented efforts and inconsistent messaging Compliance & Regulatory Most assets need to go through compliance which can delay or even derail messaging or pivot campaigns OBSTACLES
- 13. 12 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . Siloed Departments Brands may have siloed departments responsible for paid and organic search efforts, which can make it difficult to create a unified strategy that leverages the strengths of both channels. Lack of Coordination Even when departments are not siloed, a lack of coordination between the teams responsible for paid and organic search can lead to fragmented efforts and inconsistent messaging Compliance & Regulatory Most assets need to go through compliance which can delay or even derail messaging or pivot campaigns Measurement Difficulty Measuring the ROI of both paid and organic search can be challenging as attribution models and tracking metrics can differ between the two channels. OBSTACLES
- 14. 13 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. An Integrated Search Strategy Can be Difficult to Compile Limited Resources Firms struggle to allocate the necessary resources to both channels. Paid search requires a budget for advertising spend, while organic search requires investment in content creation, technical SEO, and other efforts. . Siloed Departments Brands may have siloed departments responsible for paid and organic search efforts, which can make it difficult to create a unified strategy that leverages the strengths of both channels. Lack of Coordination Even when departments are not siloed, a lack of coordination between the teams responsible for paid and organic search can lead to fragmented efforts and inconsistent messaging Compliance & Regulatory Most assets need to go through compliance which can delay or even derail messaging or pivot campaigns Measurement Difficulty Measuring the ROI of both paid and organic search can be challenging as attribution models and tracking metrics can differ between the two channels. Competitive Landscape Google organic is often referred to as a black box, while the paid landscape is competitive and changes frequently OBSTACLES
- 15. 14 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. A QUICK POLL: Which of the following challenges resonate with you? a. Limited Resources b. Siloed Departments c. Compliance & Regulatory d. Measurement Difficulty
- 16. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Understanding the roles and expectations for maximum contribution Roles of the Channels
- 17. 16 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Customer Centricity is Key Always consider your customer’s needs, preferences, and behaviors Customer’s Needs Understanding what your customer needs to educate themselves to make a purchasing decision. Customer’s Behaviors Get in the mindset of your customer to know what their behaviors, thoughts, and pain points may be.
- 18. 17 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Connected Search & Customer Journeys Leveraging paid for bottom funnel and organic & content marketing for mid-top funnel Organic Search Paid Search Top funnel Mid funnel Bottom funnel
- 19. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Understanding the roles and expectations for maximum contribution Delivering a Connected Search Program
- 20. 19 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Navigating Towards Delivering a Connected Search Program Start attacking the SERP positions and journey milestones collectively Organic Search Testing Find optimization opportunities Integrated Measurement • Prioritize keywords for respective channels based on performance benchmarks and cost efficiency • Finalize testing ideas with business buy-in • Create roadmap for hypothesis testing to improve cumulative performance of organic and paid search channels • Choose metrics that are important, actionable, and can be influenced by your team • Start measuring together • Bring together bottom funnel metrics
- 21. 20 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Use the connected search dashboard to inform strategy Use the connected dashboard to identify the highest impact areas of opportunity and for monitoring ongoing performance Insights • Understanding of the SERP landscape • Get visibility into performance of different keyword segments • Understand which queries are impactful for each channel • Evaluate content performance
- 22. 21 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Use cases to test incrementality • Discovery of high potential keywords across products – Low CPA and High SEO Strength • In a non-competitive environment, lower your reliance on SEM keywords to reinvest and expand into additional themes • Determine incrementality for SEM on keywords ranking at different position to prioritize SEO efforts & content strategy Use integrated search dashboard to identify optimization opportunities across SEM & SEO Illustrative: Integrated Search Dashboard to measure cumulative performance
- 23. 22 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. In Non-Brand Search Our Approach is Focused on Segmenting Intents by Conversion Potential Leverage paid search to win in 1, 3 and selective strategic pockets in 2; prioritize organic for other categories Search Volume High Harvest Traffic Economically Maximize Search Presence Reduce Focus; Only Defend Capture the Niche High Low Conversion Potential Typically, Upper-funnel broad terms Typically, Lower-funnel terms Typically, Upper-funnel niche terms Typically, Lower-funnel niche terms
- 24. 23 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Creating a hypothesis testing roadmap Illustrative Plan Identify & Prioritize Opportunities • Short term when SEO is strong • Mid term when SEO can be improved (rank and/or CRO) • Long term when SEO needs to be built
- 25. 24 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Methods for measuring brand incrementality testing This method involves finding two distinct geolocations that have users with similar traits and exposing them to different conditions. Illustrative list of features for identification of similar Geos 1.Exposure data (SA 360): Spends, Impressions, etc. 2.Web behavior (GA4): Sessions, Engagement Rate, etc. 3.Conversion data (GA4/Backend system): Approvals, Booked loans, etc. Clustering approach Match markets using time series model Geo test This method involves stop bidding on a set of keywords for a period and analyzing traffic and conversions before and during the test period. Illustrative list of criteria for selecting keywords for testing 1. Organic performance (GSC, GA4): Organic position, traffic , CTR, Conv. Rate, etc. 2. Paid performance (SA 360): Spend, CPA, etc. 3. Competition (SA 360/Third-party tools): Impressions share, etc. Segmentation approach Identify keywords with high organic performance and low paid performance or low competition On-off test This method integrates geo testing and on-off testing, wherein we first identify geographies of similar characteristics along with a list of target keywords. Subsequently, we suspend bidding on these selected keywords in the test geography while continuing to bid on them in the control geography Hybrid test
- 26. 25 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Illustrative Testing Plan: Phased Approach Phase 1 (4-6 Weeks) Phase 2 (4-6 Weeks) Phase 3 (4-6 Weeks) • Low-risk segments (low/no competition* and top SEO) • Medium-risk segment (low/medium competition* and top SEO) • Expand test to include device type as a variable (high competition and top SEO) Keyword Segment • Geo-Test OR On-Off Test • Geo Test • Geo Test Test Approach Test outcomes • Incrementality of keyword segment • Variation in CTR by search terms • Variation in CVR for organic pages with incremental traffic • Variation in CTR by search terms • Variation in CVR for organic pages with incremental traffic • Variation in traffic and conversions by device Note: Competition is measured based on competition impression share
- 27. 26 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Use Causal Inference for analyzing test results What is Causal Inference? Causal inference is the process of determining the independent, actual effect of a particular phenomenon that is a component of a larger system. Tools for conducting analysis • Difference-in-Difference • Synthetic Control • Matching Application of Causal Inference in Financial Services • Measurement of marketing campaign effectiveness • Measuring brand awareness efforts • Optimization of Websites and Apps
- 28. 27 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Bid Strategies; How Paid Can Be a Lever to Compliment Organic Based on the maturity of your organic program, paid can compliment and fill in gaps
- 29. 28 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Boosting Efficiency: Annualized $840K savings on branded terms Client Challenge The client is a leading financial services corporation, specializing in credit cards, personal, student, and home equity loans, and offers a comprehensive suite of digital banking solutions. The client is spending over 50% their paid search budget for branded searches and aims to optimize this spending without significantly affecting traffic and conversions. Solution • Developed and executed a comprehensive experimentation program aimed at uncovering optimization opportunities. • A total of 1,930 overlapping search terms were evaluated based on SEM CPA, Imp Share and SEO coverage • Eight keywords were identified for the first phase of testing, including keywords with low paid performance, medium conquesting, and high conquesting • We conducted a on-off test for 4 weeks. During which we paused bidding on these 8 keywords. To rule out any seasonality, we created synthetic controls using SEO performance data. • Set up detailed monitoring reports for ongoing assessment of organic performance and competitor activities during the test period. • Applied a causal inference framework to accurately assess the incremental impact of branded paid search • Identified opportunity to redeploy $840K brand spend into non- brand and achieve ~1,000 incremental annual accounts • Identified keyword segments where optimizing the organic experience resulted in a ~2X improvement in conversion rate • Organic search was able to capture 53% of the paid traffic and 33% of accounts overall • Mobile was able to capture higher share of paid traffic and accounts 57% and 43% respectively • Desktop less effective at capturing same level of traffic and accounts 47% and 18% respectively Learnings
- 30. 29 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Holdout tests conducted for Paid search ads for a leading consumer lending brand Non-Brand Holdout Test & Results A holdout test was launched to understand true incrementality of Non-Brand Search over Brand SEM and SEO. Learnings from these tests was factored into channel strategy & budget planning for the remainder of the year • Majority of Non-Brand incrementality is in new & former customer segments. Approvals lost by 100% and loans by 92% • The negative impact on Brand volumes in Holdout DMAs marginally validates the hypothesis -customers that become aware of the brand via a Non-Brand SEM ad and subsequently convert via a Brand SEM ad are impacted • In present customer segment, SEO & Brand captured more loans than BAU indicating low incrementality • Present customer segments were suppressed from existing Non- Brand campaigns • For budget allocation Non-Brand search was given higher weightage in the custom-built attribution Campaign changes 50% of DMAs in Holdout; 50% DMAs in BAU. DMAs selected randomly but validated for historical SEM/SEO channel performance similarly Test Design • BAU: 50% of target states where the non brand search campaign continues running at BAU levels • Holdout: 50% of target states are held out from the campaign. Customers searching from non brand keywords here will not see our ad, but may see our SEO result if applicable Split Non-Brand SEM+Brand SEM+SEO Apps, Loans in Holdout DMAs vs. BAU DMAs KPI
- 31. 30 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Operationalization of SEO/SEM Initiatives Holistic Dashboard Keyword Mapping Align Roles Test OR Implement Initiatives Execute & Measure Operationa lize the Learning SEO & SEM Synergies • Key focus areas • Establish KPIs and Visualize • Automation and monthly cadence • Establish KW universe • Identify funnel stages • Dual Placements • Paid to play primary role • Organic to play primary role • Implement learnings • Test opportunities • Performance monitoring • Learning plan • Scale the opportunity tested across the KW universe
- 32. 31 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. A QUICK POLL: Of all the tactics demonstrated today, which one you need assistance/consultation with? a. Assessing your current search strategies b. Delivering a “Connected Search Program” c. Identifying optimization opportunities with SEO & SEM d. Measurement & Testing e. None
- 34. 33 This document and the informationin it are provided in confidence, and may not be disclosed to any third party. Bangalore Singapore London Toronto New York Chicago San Francisco Mexico City Thank You! Shaubhik Ray Sr.Director, Digital Analytics Shaubhik.R@iquanti.com