Turning Post-Holiday Data into 2017 Results

Fine Point Grey Natalie Barreda, Senior Client Manager, Point It

Turning Post-Holiday Data into 2017 Results

(30-minute podcast)

The holidays are finally past, and you have lots of fantastic data. Natalie Barreda, one of our top paid search experts shows you how to turn that treasure trove into actionable insights that will drive results throughout 2017. Along with our host, Maureen Jann, Director of Marketing we also cover retail holiday results, Amazon’s retail domination, building a reputation for transparency as an agency, top technologies for e-commerce marketers, chatbots for customer service, programmatic advertising, and voice-first browsing.

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Featured Experts:

Natalie Barreda, Senior Client Manager, Point It Digital Marketing

Guests and Experts

EXPERTS:
Natalie Barreda, Senior Client Manager, Point It Digital Marketing

Bio: Natalie Barreda is a digital marketing veteran who focuses on driving revenue for enterprise-level clients. Thanks to her six years of agency experience, she adept at predicting and responding to critical trends in paid search.  Currently a senior client manager at Point It Digital Marketing, she primarily focuses on year-round seasonality and B2C e-commerce digital advertising. Completely self-taught, Natalie considers herself a results maven.  In her down time, Natalie enjoys hanging out with her aptly-named dog Xena and exploring the Seattle beer scene.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

Transcript

Maureen: Welcome to Fine Point. A weekly digest of digital marketing updates. Each week will feature industry experts and some interesting guests to talk through what’s happening in digital marketing. I’m Maureen Jann, the Director of Marketing Pointed, a digital marketing agency here in Seattle, Washington and I’ll be your hostess. January is here and I think most of us are delighted that the egg nog is gone because my booty was getting larger, there’s no question about that. But what I’m really excited about is getting back to work and actually putting all those plans we devised in December into place in January in the new year so we’re back at it with a special kind of vigor and … But we have some great headlines to talk about today and we also have Natalie Barreda, the Senior Client Manager talking about a post holiday PPS Data. So welcome Natalie.

 

Natalie: Hey. How are you?

 

Maureen: Good, good.

 

Natalie: Good. My mornings off to a little bit of a rough start.

 

Maureen: Oh, yeah?

 

Natalie: I got myself a coffee this morning, decided to get a little bit crazy outside my normal latte, got a chai tea latte and it tasted terrible, which is a terrible thing for a  Monday morning so-

 

Maureen: That’s awful.

 

Natalie: Yeah, that’s where I’m at.

 

Maureen: I will happily say first world problems but I hope you’ll [crosstalk 00:01:14]

 

Natalie: Yeah. My life is really just a big first world problem.

 

Maureen: Wow. Let’s count ourselves as blessed-

 

Natalie: Yeah.

 

Maureen: Because I also have a lot of first world problems. You were saying before we got on that there was anew Blackberry coming out and I didn’t cover that in our headlines, but I think we need to talk about-

 

Natalie: So as a former avid Blackberry lover, there is a new Blackberry coming out. Some company in like China called like TCL or TLC, something like that. TLC’s the channel, not a company.

 

Maureen: Also a band.

 

Natalie: Also a band? Oh, yeah. Hey, most importantly a band.

 

Maureen: Right.

 

Natalie: But yeah, they’re coming out with the new Blackberry and it like looks … They released a photo of it and it looks like a big screen with the, you know, the Blackberry keyboard or whatever at the bottom and you know, the like think Blackberry logo and all that jazz. It looks like it’s gonna be running Android which should be interesting. I don’t know, I have been a hardcore iPhone since my old Blackberry died but … I don’t know, this like … If there is a way to get ios on a Blackberry, I’d be done. It’d be over.

 

Maureen: It’s almost it’s so retro what is old … What was old is new again.

 

Natalie: I know. Man, I loved my Blackberrys. I was a … I had every single one of them from the ones with the little scrolly ball on the side-

 

Maureen: God.

 

Natalie: I loved those things.

 

Maureen: I hated them.

 

Natalie: It was beautiful.

 

Maureen: I hated them.

 

Natalie: I was so good at the like, the weird Blackberry texting where it was like two letters or button or something like that. It was great, I loved it.

 

Maureen: It makes me die a little inside. I was the, I was the one who knew that the phones were getting better at an exponentially rate and all I wanted is for today’s phone to be that phone ten years ago. I was like, “Where’s my camera, where’s my music, where’s my photos? I don’t wanna carry around more than one device.”

 

Natalie: Yep.

 

Maureen: So like the Blackberry was a little bit of my nightmare-

 

Natalie: Yeah.

 

Maureen: Cause all it did was this, [inaudible 00:03:09]

 

Natalie: Yeah, you could-

 

Maureen: Yeah.

 

Natalie: It was great for email.

 

Maureen: Yeah.

 

Natalie: This was before I even worked in digital marketing so like I didn’t care about email but it looked … It was really nice and sleek, the nice keyboard. It was a great phone.

 

Maureen: Funny.

 

Natalie: But-

 

Maureen: Okay, well let’s dive into it. We’ve reminisced, gone down memory lane. Hello Blackberrys.

 

Natalie: Well I’m welcoming you with open arms.

 

Maureen: Good to know. So, I was looking through the news today and the big things that jumped out at me were agency reputations. There was a conversation that didn’t save our reputation which I thought was really interesting. Our retail holiday numbers are a big business this week because you know, it’s the second week back and they’re starting to compile some information and the tools you’ll need in 2017 as marketers. So that was pretty interesting. A lot of them aligned with, you know, flags we’ve been waving around for a while so that was helpful.

 

Natalie: Yeah.

 

Maureen: Anyways, let’s start with credibility. So, I was on AdAge and I was reading Survival Guide 2017: How Agencies Can Rebuild Credibility. And I just felt that was really interesting cause I-

 

Natalie: Yeah.

 

Maureen: … We’ve been talking so much about transparency. In fact, media post that was the word of the year, transparency.

 

Natalie: That’s so funny.

 

Maureen: Yeah.

 

Natalie: That, yeah. Go ahead.

 

Maureen: Oh, it was just a … It … What … As I read through the article, a couple of things jumped out at me. It was like … It was a two sided issue. It’s not really just about the agencies and their transparency although that’s a huge part of it. It’s also about advertisers asking agencies to do more than with less, so there’s this slight of hand that has to happen in order to achieve goals. And you know, we’re so results oriented here-

 

Natalie: Yeah.

 

Maureen: … but we’re also, I mean, that is on a foundation of transparency.

 

Natalie: It really is. It’s kind of funny like I’ve worked at a couple different places and you know, everywhere I’ve worked, transparency has kind of been a big thing. But maybe because I’ve been here a little it longer or you know, point at work kind of we really drink our own kool-aid if you will.

 

Maureen: True.

 

Natalie: And transparency is something that we’re really, truly all about. And that seems so cliché, right?

 

Maureen: It does, right.

 

Natalie: “Yeah, we’re all … We’re really transparent.” Like, cool. Everyone says that, what does that really mean?

 

Maureen: Yeah.

 

Natalie: But like, you know … Something that I’ve really cherished about working with some of the folks that I have is, you know, being transparent with results of their clients. Like, you know, when things don’t work, owning the things don’t work and talking about it and taking learnings from it and being able to accept failure is part of a like processed grow and I feel like some of the agencies … You know, I’m not thinking of anyone in particular but you know, some of what I’ve like heard out there is like if things don’t work, they don’t want to talk about it. They don’t want to address it, they want to kind of like hide if you will and I really tend to kind of air on the side of like … Failures great, failures awesome because that tells us what doesn’t work and we’re learning and for me like some of the stuff about digital advertising is, we don’t know. We’re learning about our consumers, we’re learning about our audiences, our demographics, you know, what’s the best way for us to optimize our campaigns and stuff like that and being able to like share those learnings with your clients is, you know … Helps them instruct … You know, helps them … You know, inform conversations they’re having on their end too.

 

Maureen: Yeah.

 

Natalie: So, you know, being really transparent about all that is really, really good and I love that it’s the world of the year. It’s a little cheesy that it’s the word of the year but I totally get it and if you’re not using it in the cliché manner then I, you know … I’m totally on board with it.

 

Maureen: Yeah.

 

Natalie: Yeah, I think it’s important if you’re an agency that isn’t really valuing transparency and really partnering with your clients instead of working for them, if you will. I think-

 

Maureen: It’s huge.

 

Natalie: Yeah, I think you’re gonna … It’s gonna put you in a really good spot.

 

Maureen: Yeah, so takeaway from that is look for an agency that’s willing to be super transparent, offer deep partnership and has [inaudible 00:07:26] taken expertise.

 

Natalie: Yeah, one of my big things is like I don’t like … I really like that partnering with people.

 

Maureen: Me too.

 

Natalie: And even like before coming and working here and, you know, and some of my endeavors in the past, it’s like I don’t like working for people, I like working with people. You’re hiring me not to like manage your stuff, you’re hiring me because I know some things that … You know, I’m an expert on some things that you’re maybe not an expert on and I could learn from you that there’s things that you know about and there’s things that I know about.

 

Maureen: Right.

 

Natalie: And we could share learnings and it ‘s more of a partnership instead of a, “Hey do it, click here.” Kind of thing.

 

Maureen: Yeah, I’m with you.

 

Natalie: Yeah.

 

Maureen: I’m the same way. I do some … You know, I’ve always been a contractor and with my clients I’m very, very specific … Well, you know I’m very particular about the people I take on because it’s that same thing. You really wanna … I want feel like the work we’re doing is meaningful to both of us, so that’s key.

 

Natalie: Yep, totally.

 

Maureen: Well we go down the rabbit hole on this, I’m sure. So the next article that I found that I thought was pretty interesting, especially since what we’re talking about today is-

 

Natalie: Yeah.

 

Maureen: … around holiday data. This is more mackerel holiday data than what we’re gonna be talking about in a few minutes but Amazon made ten times more money than other eCommerce sites during the 2016 holidays. This one was on Search Engine Land and it was 1.3 million US shoppers and Amazon claimed 38% of them.

 

Natalie: One million of them is probably me.

 

Maureen: You’re our Amazon queen, aren’t you?

 

Natalie: I-

 

Maureen: Wow, that could be taken in so many directions.

 

Natalie: Yeah, I know right.

 

Maureen: You can put the [crosstalk 00:08:59] up, you can put the Amazon on a sash for you.

 

Natalie: I’m too short.

 

Maureen: No, we don’t judge Natalie.

 

Natalie: I have a pretty aggressive online shopping problem. But, you know it’s okay. As my parents always said, “As long as I’m good at making money, then it’s okay that I’m good at spending it.”

 

Maureen: Don’t forget about the saving. We bought my daughter a little bank for her Christmas and it was a spend, save, and share bank. And I was like, “We should all be using this philosophy in our day to day lives.”

 

Natalie: Oh, one hundred percent.

 

Maureen: Yeah.

 

Natalie: Instead of all just spent, which is me. You know, whatever. I thought this was kind of interesting just cause I kind of used this in one of my strategies over this past holiday, is knowing that Amazon is the biggest market place.

 

Maureen: Oh, yes.

 

Natalie: Arguably.

 

Maureen: Hundred percent.

 

Natalie: The biggest marketplace in the US, if not globally maybe compared to Ali Baba I think is the other known, probably-

 

Maureen: I don’t have those problems here so I don’t-

 

Natalie: Yeah, but either way, using that I have an advertiser who is a competitor with Amazon, which is frankly everyone. Cause-

 

Maureen: Yeah.

 

Natalie: … if it’s selling

 

Maureen: If they’re selling something.

 

Natalie: Yeah, they’re competitors. Yeah.

 

Maureen: Yeah.

 

Natalie: So we included Am … And this is something we never done in the past, we included Amazon in our competitive strategy to, you know, target Amazon focused terms with our product names.

 

Maureen: Oh, interesting.

 

Natalie: So say we’re selling … I don’t know, sneakers and you’re like, “Amazon sneakers.” Then like its relevant to me as an advertiser because I am selling sneakers. I’m not Amazon but at least at that point I’m getting that out there and showing my promotions. Specially if I have really good promotions for those things, showing my promotions over … Or like along with an Amazon ad. So you’re just getting in front of the some audience.

 

Maureen: Sure.

 

Natalie: Which I actually did not think was gonna do well but did fairly well-

 

Maureen: Interesting.

 

Natalie: … which was really interesting. I don’t have the numbers off the top of my head but … Really well and something that, you know, as we start talking about the holiday here in a sec, having that learning that I say like, “Hey that kind of works.” So now I know for next year-

 

Maureen: And for other clients.

 

Natalie: … and for other clients and for even other big like shopping seasons that I can start to … You know, implement this more of … This more competitive strategy. That might be a little higher than the funnel, if you will, but it’s broadening my reach especially if … You know, depending on where your budgets are at and if you’re already capping out the lower end of the funnel, why not open it up and see if you can just try to get in front of people that are obviously shopping for what you’re selling?

 

Maureen: I agree, absolutely. But I mean, that leaves all the rest of those retailers, those big box retailers who talk about competitors. I mean, if you’re anywhere … If you’re smaller than Amazon, you’re in trouble. I was looking at the graphs and they’re pretty intense. It’s Amazon, I say with arms reached out and the rest of everybody with about four inch span. You know what I mean?

 

Natalie: Yep.

 

Maureen: It was pretty grim and I mean, we’re seeing the reality of that come about with all of those Macy’s closures and the layoffs.

 

Natalie: Isn’t that crazy?

 

Maureen: Yeah.

 

Natalie: There’s another one. Limited, which I think is a clothing store for young women or something like that-

 

Maureen: Yes, in Manhattan.

 

Natalie: … that completely closed.

 

Maureen: They’ve been bankrupted.

 

Natalie: Yeah, completely shut down every single store. Isn’t that crazy?

 

Maureen: Yes.

 

Natalie: And then like Macy’s kind of blows my mind a little bit-

 

Maureen: Yeah.

 

Natalie: … cause like, I don’t know … I picture Macy’s like a Nordstrom.

 

Maureen: Yeah.

 

Natalie: Like, it’s like-

 

Maureen: I think they’re direct competitors but the differences I mean, what do you know Macy’s for? What do you know Nordstrom for?

 

Natalie: Yeah, quality-

 

Maureen: Customer service.

 

Natalie: Customer … Well, that’s true. Nordstrom’s customer service is notoriously great.

 

Maureen: Right, and that’s differentiator. That’s the difference.

 

Natalie: Yeah.

 

Maureen: It’s so interesting.

 

Natalie: That’s a good point. There’s like a … There’s a hardcore brand loyalty with Nordstrom.

 

Maureen: Absolutely.

 

Natalie: And I would say with Macy’s there’s probably as not, because with Macy’s you have folks that are, you know, doing like the sales-

 

Maureen: Right.

 

Natalie: … and then maybe like, you know, also maybe like your JC Penny shoppers-

 

Maureen: Yeah.

 

Natalie: … stuff like that. Who are same audience, maybe doing more like comparison shopping versus Nordstrom folks. Like I feel like-

 

Maureen: I go to Nordstrom-

 

Natalie: … people who shop at Nordstrom, shop at Nordstrom.

 

Maureen: Right, I think you’re dead on.

 

Natalie: Which is … That’s where even if it’s a little bit higher, you’re really winning them over with customer service.

 

Maureen: Yep, hundred percent. Differentiation all over the place.

 

Natalie: Yeah, Nordstrom right here in Seattle.

 

Maureen: Right? Hey-o. So that same article was also interesting cause it talked a little bit about … Oh, it fell out of my head. How sad? Anyways. Let’s just store closures. Too bad, I have some friends who work in the Bellevue store and I know that I was checking on them and they’re doing okay. But it’s just a little scary.

 

Natalie: Yeah.

 

Maureen: And it really goes to show what Amazon’s power is in the market. Both from a … As a search engine and … And I know that they govern most their advertising as an advertising platform, but it’s still there-

 

Natalie: Yeah.

 

Maureen: … and like it’s still real like-

 

Natalie: Yeah.

 

Maureen: … sponsored advertisements or sponsored products are still a real thing there-

 

Natalie: Absolutely.

 

Maureen: So, so something to keep in mind for your high volume traffic.

 

Natalie: Absolutely and I think I said this … I think I said this during the last podcast that we did that … Yeah, you want to make sure that you’re taking advantage of, you know, showing on Amazon and stuff like that because-

 

Maureen: Absolutely.

 

Natalie: … yeah, people are there.

 

Maureen: Yeah, and you’re optimizing for it-

 

Natalie: Yeah.

 

Maureen: … which is crazy too. I like to bring up Amazon. I like to wave that flag because I think that, you know, as shoppers we think of it just as a shopping area instead of a … And then as marketers we fail to see like especially if you’re selling your product, like what is the possibility and how long will it take them to start selling service?

 

Natalie: Yeah.

 

Maureen: Because that’s coming.

 

Natalie: Yeah, totally.

 

Maureen: So the other article that I saw was on Search Engine Journal and it’s The Nine Technologies eCommerce Marketers Must Use In 2017 And Beyond and because we deal with so many eCommerce clients, this is so relevant to us and I pulled out my favorite ones that made me wanna like throw confetti in the air. So the first one is engagement with bots. Chat bots for customer service and what was interesting about that was I was like thinking, “Alaskan Airplanes has been doing this for a really long time.” Jen. Do you know, have you ever used Jen the chat bot?

 

Natalie: Oh, I have. There’s also a bunch of people who are using them for like through like Facebook messenger. What is it, like Hotels.com? One of those.

 

Maureen: Oh, interesting.

 

Natalie: One of the, one of the hotel OTA companies.

 

Maureen: Yeah.

 

Natalie: Are … Have a Facebook messenger bot that you can chat with through Facebook messenger to like get information on like flights or something like that. It’s so crazy.

 

Maureen: That makes so, so much sense. Right?

 

Natalie: Yeah. It’s so crazy. Yeah, there’s a bunch of them out there.

 

Maureen: Yeah.

 

Natalie: It’s like a … It’s a big thing now. I haven’t engaged with any of them but it’s really interesting and I am intrigued to see how that performs like results wise.

 

Maureen: Yeah, cause it combines a bunch of things right? It combines messaging which is the new social media.

 

Natalie: Mm-hmm (affirmative).

 

Maureen: Which I’m still trying to grapple with. It combines that with voice search or natural language search.

 

Natalie: Yeah, yeah, that’s it.

 

Maureen: And how long till you have sponsored answers?

 

Natalie: Yeah.

 

Maureen: Cause that’s a coming. That is on it’s way. If you’re searching … If you can, if you can message on Facebook any, like Expedia for instance-

 

Natalie: Yeah.

 

Maureen: … you say, you say, “Flights to Atlanta on these dates.” And it responds with your sponsored and then the rest of the flights-

 

Natalie: Like, the rest … That would be crazy and you know what? I could totally see that happening.

 

Maureen: Why wouldn’t it?

 

Natalie: Yeah, why wouldn’t it happen? You would just like what, bid on … Yeah, bid on terms just like you normally would in a regular search campaign or something like that-

 

Maureen: Totally.

 

Natalie: … and it would … Yeah, you would get that sponsor out. That would be really interesting. That’s weird. That’s so weird.

 

Maureen: Oh, see I’m nerding out about this stuff.

 

Natalie: Yeah.

 

Maureen: My bot.

 

Natalie: 2017 is weird.

 

Maureen: Babies pushing bots like big time right now and we’re actually gonna have Alan Klein from Microsoft come and talk about bots-

 

Natalie: Oh, nice.

 

Maureen: And I’m sure we’re gonna … I’m gonna dig into this with them and I’ll be like, “What do you think? Is this happening?”

 

Natalie: That’s so funny. Yeah, I would be … I would like to see the numbers from that.

 

Maureen: Yeah.

 

Natalie: I think it would be higher in the funnel, maybe … Yeah, I would imagine it to be a little bit higher in the funnel. I don’t really imagine people completing the conversion on a message bot. However, I think it’s part of the research phase.

 

Maureen: Oh, a hundred percent. And if you think about it’s a really efficient company response to the public’s desire to get everything right now.

 

Natalie: Yeah, that’s true. That’s a good-

 

Maureen: So it’s a cost saving measure on one point and it serves the user in a really efficient way and it can be easily translated to a home assistant.

 

Natalie: Yeah, that’s a really good pint. Yeah, I, as someone who yells at her Amazon echo very regularly and once accidentally called my dog Alexa. I can totally see that. I’m … There are times that I wish I could ask dif … Like things like that, like you know-

 

Maureen: Right.

 

Natalie: … where, you know, how much is a flight to this place cost me? Or something like that.

 

Maureen: Right, it’s just a matter of time.

 

Natalie: Yeah, that’s interesting.

 

Maureen: Yeah, there you go. That’s where my heads at right now. I’m nerdingg out on things like that. So let’s move on to holiday. So, post holiday PPC Data, Natalie is a Senior Client Manager here at Pointed and works with some of our largest clients. She’s made it her business to fine tune her expertise around seasonal paid search and last year, you were featuring on a Microsoft webinar, can you tell us a little bit about that?

 

Natalie: Yeah, so I partner with a contact through Microsoft store and we talked about one of … Some of our results that we had with being UET. So being UET quick background is essentially being response to Google word marketing text. So maybe I guess you could almost call it like Google’s response to Google analytics in some what of a way cause there’s a lot of insights you can get out of being UET but what we were specifically talking about is what we got out of remarketing and how our remarketing through being UET compared to our marketing through Google AdWords and I don’t think you should have one or the other, I think you should have both. But it was really interesting to, you know, just kind of sit down and chat with some of the folks who, you know, built this product and us talk about our results and kind of give some recommendations and stuff on like how other people, can you use them?

 

Maureen: Oh, cool.

 

Natalie: And then to, you know, kind of pair down your audiences. One big thing that I harp on, you mentioned fine tuning, you know, at my expertise are around paid, seasonal paid search. It’s definitely something I work on a lot but another thing is audiences kind of another big passion of mine.

 

Maureen: Oh, okay.

 

Natalie: And learning a lot about, you know, your audiences and learning about who’s coming to your site and how you can take advantage of that. So it was cool to talk about that.

 

Maureen: Okay.

 

Natalie: Yeah, yeah.

 

Maureen: Cool. Well I’m glad. I’m glad we get a chance to have you with us again. We always have fun in the webinar format.

 

Natalie: Yes.

 

Maureen: So, just to … We’re gonna a few questions to give people a teaser on your upcoming webinar.

 

Natalie: Ou.

 

Maureen: Yes, exciting.

 

Natalie: Exciting.

 

Maureen: So let’s get started with the first question. What kind of data are retailers collecting from their holiday push from PPC perspective?

 

Natalie: So, there’s a ton of data. So like it’s really tough to pair it down to like, “They’re collecting this kind of data from their holiday quest …” you collected all the data cause it’s all there. However, it’s really just what you’re gonna do with it so there’s two big things that I say that you should do with it. Is one, you just spent a ton of money, you just got a ton of traffic, take advantage of it. Learn about your customers, I just talked about audiences. I’m all about it, love audiences. I think it’s really, really important to know who your audience is-

 

Maureen: Sure.

 

Natalie: … and to target them. And so learn about … Like learn about your customers, learn about their journal. Learn about how their interacting with mobile, learn about how your audiences are you know, interacting with your site, how many times are they going to your site to come back to purchase? Like how many times … How does the research phase look? I guess is one good way to say it and then learn about what kind of promotions are resonating best with people? So take advantage of all the traffic data from that and just analyze the data.

 

Maureen: Sure. But I mean that takes me to my next question, is like data overload, data avalanche, data madness. Like how do you turn it into an inside.

 

Natalie: That’s a good question. Like, short answer, those pivots manipulate … Manipulate everything out of it.

 

Maureen: Right, yeah.

 

Natalie: It like … Pull all your data from the holidays, segment it out by, you know, depending on if you’re looking specifically at like maybe like the black Friday weekend. If you want to look at like longer term, I recommend doing both. But looking at like … Depending on when your buying cycle begins or when your, you know, shopping cycle begins. Maybe look at like November, December, segment things off by week, look at device data, look at, you know, audience data. Something that I also recommend is such you do have so much traffic and you have so much data, there’s some really cool reports in AdWords that I really recommend people go into. They are the attribution reports in the conversion section in AdWords. They are wildly under utilized I think. You could learn so much out of there.

 

Maureen: Sure.

 

Natalie: Like, they get … You get stuff out of like first versus last click analysis, conversion paths, cross device activity and learning about like what terms are driving your conversions. Like is there a path? What terms are assisting to drive that? That you’ll see like a nice play between brand and non-brand.

 

Maureen: Sure.

 

Natalie: There’s a lot of really good stuff out of there that it’s at your fingertips, you already have it. You just have to go and look for it.

 

Maureen: Yep, and one thing. I mean, if all else fails, all this still feels super overwhelming, go back to your goals right?

 

Natalie: Mm-hmm (affirmative).

 

Maureen: You know, what are your goals? Working your way back and then figure out what kind of insights you need to make decisions on your KPI’s and see if you’re meeting all those, I mean … Cause I think that, I think that what you’re talking about bars all of that stuff being from the mind-

 

Natalie: Yeah.

 

Maureen: … and I think sometimes you can be overwhelming and you lose track of that and if you start there then you can use all that stuff you were talking about to help-

 

Natalie: Yeah, absolutely.

 

Maureen: … find focus.

 

Natalie: That’s why I think starting with that attribution report and the conversation tab, like it’s literally housed in the conversion section. It is literally talking about your goals so go down, sit down, talk about what you like … Talk about what your goals were, be it CPA, be it return on ads spent, be it whatever it is. Pull those reports, learn about how you got to those goals-

 

Maureen: Yeah.

 

Natalie: … and expand.

 

Maureen: Perfect.

 

Natalie: Yeah.

 

Maureen: Yeah. So how can all of that data and those insights inform ad strategies for the rest of the year. I mean, don’t give away all of it because we have such a good webinar coming up.

 

Natalie: Yeah, for sure. Two big things is you’ve got your evergreen strategy which is like your day to day, right?

 

Maureen: Yeah.

 

Natalie: Use this data to inform some of that. Like if you typically opt out of mobile but because typically folks don’t convert on it or you know, it doesn’t necessarily drive results like desktop does which frankly is kind of the case but mobiles more of a research tool than a [crosstalk 00:25:34] conversion tool.

 

Maureen: Conversion tool.

 

Natalie: yeah.

 

Maureen: yeah.

 

Natalie: But if you typically opt out of mobile but then over the holidays you opted into it-

 

Maureen: Yeah.

 

Natalie: … then, you know, test it out in your evergreen strategy. Maybe don’t make your bed modifiers as negatively aggressive as they … As you typically do. Expand out, see how it … Don’t segment out mobile when looking up performance, see how it helps like the bigger picture.

 

Maureen: Right.

 

Natalie: So, you know, that’s one way to do it but then also holiday season isn’t the only busy time of the year. There’s back to school, there’s memorial day, there’s when people get their taxes back.

 

Maureen: Oh, yeah. What a great point.

 

Natalie: Yeah, there’s times … Yeah, there’s other times when people are shopping, take advantage of it.

 

Maureen: Mm-hmm (affirmative).

 

Natalie: You know? Get yourself out there, you know, during tax time increase mobile. You know, maybe from … I don’t know, the beginning of April to the end of April, you know, be a little bit more aggressive and try to you know, fund a little bit more there.

 

Maureen: Yeah.

 

Natalie: You know, do your existing audiences, they might be a little more valuable at that point, increase some modifiers there. So, yeah I would recommend just looking at the data and seeing how you can just do more of it.

 

Maureen: Yeah, and then the audience side of that is probably pretty valuable as well when you get to take the audience data you learned from holiday cause you get such volume. You ca probably take that or apply that as well.

 

Natalie: Absolutely, absolutely. It’s … Yeah. I think during holiday it’s a great time to test things out, right? So you test out all this stuff, you were super aggressive and you opened things up really wide and it’s not just like done anything. I think there’s things that you can take out of that and just make more like your evergreen strategy. Like I’ve done that in the past where we, you know, we’re always pret aggressive on audiences, and like evergreen strategy was always to be pretty aggressive but like during holiday we were like, “Wow. These perform like so much better than our … Than our non like RLSA or our non remarketing audiences. You know what? Maybe we should be more. We should be more aggressive, maybe we should do more and it’s worked out pretty well. I highly recommend it.

 

Maureen: Yeah. Audience is one of those things that if you can fine tune your audience in any one of your channels, you can use it to also inform all of your other channels.

 

Natalie: Mm-hmm (affirmative).

 

Maureen: Which we talk about a lot in Programmatic because Programmatic has such an intense algorithm-

 

Natalie: Oh my god.

 

Maureen: … and they get so much data so quickly, and it makes it-

 

Natalie: Yeah, it’s so audience focused.

 

Maureen: Right. So if you could do like a Programmatic campaign and then take those learnings and put it towards your paid search, that can be huge.

 

Natalie: Oh, I’ve done that. We’ve done that with some of my clients in the past where we were running a multi channel program for them and I’ve shared some of my learnings from the Programmatic team and have shared down to me. You know, they’re higher funnel, right? They’re at the top. That’s where they sit, I’m at the bottom. That’s the, you know, that where search is intent focus, it’s intent based, it’s at the bottom of the funnel so, you know, they get these learnings and did get to do it in a more, I guess, paired down way. But hey, it helps drive additional revenue, conversions, leads, whatever it is that you’re trying to do.

 

Maureen: Yeah, sure. Absolutely. Well I think that wraps us up here. If you’d like to know more about how you can use your post holiday PPC data, be sure to join us for Natalie’s webinar. It’s on 1/25 or January 25th as I like to say. At 11 AM Pacific. And you can find that registration page on our website at www.pointed.com/resources/events-webinars. Yep. It’s awful. At least it’s awful in an audio format. It’s not too bad when you look at the actual written out one. But anyway, thanks for joining us Natalie and I’m sure we’ll have you back soon.

 

Natalie: Awesome, thank you for having me.

 

Maureen: Yeah, absolutely. And now it’s time to say goodbye. Thank you guys for joining us. I’m Maureen Jann, the Director of Marketing for Pointed Digital Marketing and this is Fine Point, a weekly digest of digital marketing updates. Find us on Twitter for our latest content, podcasts and more. Subscribe to our podcast via your favorite podcast distribution source including the iTunes store. See you next week and stay on point.

 

 

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