Case Study presented at the Adobe Summit 2012 in london, Leveraging paid and organic search" showcases Searchmetrics Suite integration to Adobe SearchCenter+ used for the benefit of General Motors acquisition endeavours in EMEA

1. #AdobeSummit
Leveraging paid and organic search data to manage & #AdobeSummit
optimise your search programme (15203)
Cameron Cowan, Adobe | Rina Patel, Chevrolet Europe | Alice Morgan, Consultant | Sam Holt, Performics
Bio Area – Credibility booster
Meet the speaker, speaker pic accomplishments, clients
the speaker deals or products a master of with and or
positions held at organisation names etc
(ie a mini facebook/ linkedin profile mockup area)?
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2. #AdobeSummit
Cameron Cowan
Product Manager, Adobe SearchCenter
@SEM Cameron | ccowan@adobe.com
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3. #AdobeSummit
Integrating organic search data into SiteCatalyst
#Advertising
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4. #AdobeSummit
SEO technology partners
#Advertising
 Accredited Genesis integrations
 Provide SEO data into DMS platform
Organic search rank
Competitor(s) rank
Organic search volume
 Pass site analytics data to SEO tool
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5. #AdobeSummit
How can I leverage organic search data
to make smarter and more effective
campaign management and optimisation decisions?
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6. #AdobeSummit
Leveraging integrated SEO data to manage and optimise search programmes #Advertising
 Holistic search reporting
 Relevant keyword research
 Smarter bid optimisation
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7. #AdobeSummit
Integrating organic search data into SearchCenter — unified search reporting #Advertising
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8. #AdobeSummit
Valuable source of relevant keyword research #Advertising
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9. #AdobeSummit
Valuable source of relevant keyword research #Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

10. #AdobeSummit
Smarter bid optimisation #Advertising
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11. #AdobeSummit
Smarter bid optimisation #Advertising
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12. #AdobeSummit
Smarter bid optimisation #Advertising
Increase reach:
Increase bid when Organic Rank
greater than 10 and Organic
Revenue greater than €300
Test cannibalisation:
Decrease bid when Organic Rank is
equal to/greater than 2 and Paid
Average Position is also equal
to/greater than 2
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. #AdobeSummit
Rina Patel Alice Morgan Sam Holt
Chevrolet Europe Consultant to Chevrolet Europe Performics
Website Operations Manager SEO and Content Strategy Account Director
rina.patel@gm.com am@alicemorgan.co.uk sam.holt@performics.com
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14. #AdobeSummit
Past Practices
Online PR  Each marketing channel was treated as a
solo entity of the business model
Websites Mobile
 Multiple technologies to support either all
or some of our marketing channels
 Last click model does not allow you to
Offline (TV, BUSINESS understand your consumers journey
Email
Radio) NEEDS
 Missed opportunities to delivery real
actionable insights
 Unable to make effective optimisation
SEO PPC
decisions across multiple channels
Social media  Unable to allocate our budget effectively
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15. #AdobeSummit
Current digital marketing practices
Adobe
SEO Display
Attribution is Key
PPC
Path Data: See the funnel in action. 3. Cross
Understand your consumers’ user 1. Path
Channel Analysis
experience. Optimisation
Contribution Modelling: Weight the
different media influences on your
consumers.
Cross-Channel Optimisation: Allocate 2. Contribution
your dollars to maximise impact. Modelling
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16. #AdobeSummit
Solution to success
 Say good bye to the “last Click” and say hello to “Attribution” analysis
 Creating synergies within the organisation and digital marketing group
 Having a successful team that is dedicated & passionate in implementing a solution and delivering
results
Business focus - Alice
Business Analyst – Rina
Understanding how Search (PPC+SEO) supports our
Developing technical solutions to meet business needs.
business needs
Identifying opportunities to the business.
Developing a strategy to match.
Next Generation Analysis
Data Analyst – Sam Developer – Frank (Ignition)
Implementing test methodologies and analysing the Translating technical requirements directly across the
impact across our marketing mix. brand sites
Feeding back results to the business Ensuring discrepancies are aligned at the early stages
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17. #AdobeSummit
Hands up please #Advertising
1. Name a car model made by Volkswagen
2. Name a car model made by Ford
3. Name a car model made by Chevrolet
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18. #AdobeSummit
Business problem and our challenge #Advertising
1 2 3
Low product Small market Small media
awareness share budgets
Without
the big
bucks
Spontaneous awareness for
Chevrolet products is
Currently in No interruptive or
virtually nil Europe at 1.36% broadcast media
But we need to grow awareness, consideration and leads!
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19. #AdobeSummit
Chevrolet and search #Advertising
Brand
SEARCH  protection
19
markets
37
markets
 Acquisition
(generics)
Harnessing
 combined
Chevrolet power of
Europe
HQ in
27 paid/natural
languages
Zurich search
SEARCH SEARCH
44 The holy
22 websites
17
languages grail
websites
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20. #AdobeSummit
What we wanted to know from this test #Advertising
 How can we make informed decisions about our search strategy?
 How can we do this across multiple markets and multiple languages?
 How can Attribution further our understanding of the relationship
between channels?
 How can we squeeze every last drop out of our media budgets?
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21. #AdobeSummit
Explore! #Advertising
“To test and analyse an integrated OneSearch approach to ascertain the
benefits of managing paid and natural search in synergy”
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22. #AdobeSummit
Sharing data is integral to OneSearch #Advertising
OneSearch strategy development
Indexation Campaign structure
Keyword management
Content optimisation PPC
Content management
Link optimisation SEC Landing page management
Targeted distribution distribution
OneSearch optimisation process
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23. #AdobeSummit
Test fundamentals #Advertising
What exactly did we want to find out?
Shared keyword learning
What keywords can we leverage from paid search to target in SEO?
Which keywords from both channels add value to the Chevrolet business?
How did we go about this?
Shared bid strategy
Use advanced bidding logic in SearchCenter+ to test different OneSearch scenarios
Bidding based on SEO rank through one interface
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24. #AdobeSummit
3 test scenarios, 3 markets, 3 months #Advertising
Dominate Separate Remove
SEO Rank = 1-3 SEO Rank 1-3 SEO Rank 1-3
Implement bid rules to Implement bid rules to Implement bid rules to
ensure ensure ensure
PPC Rank = 1 PPC Rank = 4-5 PPC Rank = below first
page bid
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25. #AdobeSummit
How we selected our keywords #Advertising
 PPC keywords the starting point
 Proven record of driving relevant
traffic (that converts)
 Cover with available budget
 We can compare in SEO and PPC
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26. #AdobeSummit
Results: separate/remove #Advertising
630% decrease in Paid traffic
SEO + PPC Traffic
10% increase in SEO traffic
Avg. Paid Position
474% decrease in conversions
45% decrease in CPA
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27. #AdobeSummit
Results: dominate #Advertising
542% increase in Paid traffic
241% increase in SEO traffic
SEO + PPC Traffic
380% increase in conversions
Avg. Paid Position
2% increase CPA
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28. #AdobeSummit
Dominate – the details #Advertising
Site
conversions
CPA
After an initial increase,
CPA is now on a
downward path.
Combined presence of high paid
and natural results = huge
impact on conversion volume
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29. #AdobeSummit
Everything on one chart #Advertising
Everything can be mapped on one chart
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30. #AdobeSummit
New layer of potency revealed by attribution #Advertising
Keyword Library
Valuable to Chevrolet
22 keywords drove 100%
of the conversions in both
SEO and PPC
Data allowed us to highlight 3 new SEO keyword targets for 2012 based on their value to Chevrolet in PPC.
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31. #AdobeSummit
New layer of potency revealed by attribution #Advertising
1000
900
800
700
600
25% more conversions
500
attributed to generics when U-
Conversions
shaped model applied
400
= their true value
300
200
100
0
u shaped last click
U SHAPED LAST CLICK
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32. #AdobeSummit
Key takeaways #Advertising
1 Uniting Paid and Organic search produces qualitative
data for less dollars
Understanding the relationship between Paid and
Organic constructs powerful bid strategies
2
3 Attribution reveals new insights between Paid and
Organic exposing hidden conversions
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33. #AdobeSummit
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34. #AdobeSummit
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