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Top Tips:
Identify valuable keywords, share data, de-duplicate the task and achieve better visibility
Share paid, organic and website searches to identify and cater better to user intent
Use paid ads to identify high performing and engaged audiences
Use remarketing to close the funnel and align messaging across channels
Get first-hand insight from Google using the URL function in Keyword Planner to see how it reads your pages
Top Tips:
The journey to conversion is not linear
Proving cause & effect - It’s not easy to estimate the true effects of marketing interventions when isolated from other factors.
We need to continually balance business decisions that drive long-term growth against the short-term returns required.
Fragmented approach and teams lead to inconsistent views and no clear unified method.
Creating and using Demand & Supply models in Paid Search - Byron Tassoni-Resch
We don't have access to the slides but here is a summary of the presentation from Byron:
The presentation delves into leveraging demand and supply models in paid search, exemplified through the AA Driving School case study.
It outlines the dynamic nature of demand (customer need for services) and supply (business capacity to meet those needs), highlighting the importance of balancing these factors for effective marketing.
The case study element of the presentation covered the work WeDiscover did with their client The AA.
WeDiscover worked with the Driving School division within the AA, and they hit upon a smart idea to keep their driving instructors, who operate like franchisees, happy and busy. They noticed instructors were leaving because they weren't getting enough students. So, they rolled out a new Demand and Supply model tool, designed to match students with available instructors in their local areas, making sure instructors always had someone to teach.
The tricky part was figuring out how to attract students in just the right places without wasting money, since the AA makes its dough from the instructor network, not directly from student sign-ups. They needed to be smart about where and how they advertised, keeping in mind things like instructors' changing schedules and the seasonal ups and downs of people wanting to learn to drive.
Enter Themis (the Demand and Supply model), the game-changer. This system was all about getting super local with ads, making sure they targeted potential students in areas where instructors had room for more pupils. It was a bit of a puzzle, considering Google Ads isn't really set up for this kind of nimble, location-specific work. But with some clever tweaks and a lot of testing, they figured out a setup that worked.
The results? Pretty impressive. Themis has been a hit, bringing in over 2,000 students in just six months and doing it way cheaper than anyone expected. It's a win-win: instructors get a steady stream of learners, and the AA strengthens its network. This story's all about finding a smart solution to a tricky problem, and it's a great example of how a bit of tech savvy can make a big difference.
