Five Minutes with a Search Guru

IgnitionOne’s remarkable technology is backed by a global team of online experts, who are constantly building upon the company’s products through their extensive knowledge and expertise.

Based in the IgnitionOne UK office, Judy Chan has been working in the business of Search for the past 9 years in both agency and direct client roles, making her a seasoned veteran of all things PPC and SEO.

Is Search still a relevant channel for brands?

100%.  Search is the core part of any business.  When analyzing click path analysis, how often can you say search was not path of the click path?

Even if you disagree, test and learn.  It’s the only way to understand this fully. A handful of us are analyzing different attribution models, but not enough of us are moving away from the last-click model.  Search has always been one of our measurable channels.  We need to adapt and analyse attribute models to understand the conversion path.  Even for “brand” activity, yes I agree, tracking a conversion is difficult.  However, there are technology providers out there who can match back the analytical/ engagement data against your keywords to give you better insight and help you make better decisions on running search.

Google Enhanced Campaigns – good or bad for search marketers?

It depends on the vertical, to be honest.  A lot of us have spent the last few years breaking out our accounts, i.e. separate accounts for desktop / tablet / mobile.  We did this because we were able to target each device more specifically and become more granular and relevant in our campaign management. It was fantastic; we could suddenly see how CTR was affected. Google Enhanced Campaigns basically means reverting back to how it was, and managing devices at campaign level, the breakout including mobile, and desktop / tablet.

Regardless, Google has made its decision and we need to act as necessary.

Best piece of advice given to you about analysing search campaign results?

Focus on one target.  Try not to add too many variables, i.e. I want a £10 CPA overall, but I also want to monitor these generic terms and change them manually.  Use a technology to help you manage your time better.  You can then focus on strategy, testing and analysis.

We’re in an industry crammed with acronyms, any personal favourites?

SPOT, which is our predictive optimization technology.

This uses predictive bidding models to automate maximum efficiencies from search campaigns.

Does your work in search affect your personal computer use?

Yes!  I’m so analytical about what comes up and which ads I click on: bad habits.  I tend to make more searches to see who appears also, so my exposure sequence is probably 12 on average.  Geek alert.

 

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