DRAFT - BP18 SEARCH STRATEGY

INTEGRATED�SEARCH�STRATEGY
Your�guide�to�reaching�full�potential�in�search
 
 
 

SEO

SEARCH�BASICS
 
 
 
WHY�AN�INTEGRATED�SEARCH�STRATEGY�IS�IMPORTANT
 
• The integrated search strategy across all of Red Bull provides the basis to maximize
SEM for the Red Bull brand. The�4S's�of�Search�helps you:

-Gain strength in your campaigns

-Set up a clear structure
-Use synergies between SEO and SEM and overall advertising
-Optimize through global learnings and innovation
 

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DRAFT - BP18 SEARCH STRATEGY

 
 
 
 
 
 
 
 
 
 
 

 
HOW�THE�INTEGRATED�SEARCH�STRATEGY�FITS�INTO�OUR�MEDIA�STRATEGY
Your search should integrate the 3 principles of audience centric targeting within our 2018 media strategy:

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DRAFT - BP18 SEARCH STRATEGY

 
1. Drive�acquisition by garnering new reach through always on campaigns via paid search
• Focus�on�Flankers. To maximize your search spend for a ticketed event, ensure you coordinate
with your ticketing partner so that you are only live with search support when the ticketing partner
is not on air. The ticketing provider always promotes on our behalf in order to drive registration/
ticket sales, so take advantage of their promotion by excluding these dates from our search
campaign dates to avoid bidding on same keywords.
• Goals for our SEM campaigns will be to drive awareness for the event prior to ticket on sale
date. The ticketing provider will focus on driving ticket sales during ticket on sales.
• Support Cartoon & Occasions. Ensure you plan SEM campiagns to keep Red Bull top of mind in
the energy drink category and during moments of need.
• For Cartoon, ensure SEM flights are coordinated with on-air times of other channels to
complement the activation for an always on approach with the goal of driving new reach.
• With the new Occasions search strategy, there are two places to drive consumers: 1. Drive
new reach to the new Cartoon World of Red Bull or 2. Direct to Occasions relevant content
on .com through the ESO toolkit.
2. Retargeting audiences with message to drive Exploration�of�Full�World�of�Red�Bull�through search
support
• Expose new consumers brought in through the acquisition campaigns by retargeting them with
relevant audience marketing content (here�(link�to�RBMH�Programming�overview�to�be
added)�with the goal of increasing engagement of our content. Read the audience centric
targeting approach on how to reach these audiences with the most relevant content.
3. Retain�audiencesby surfacing relevant content to drive loyal engagement.
• No paid spend to support this phase with SEM. The support will come through SEO on our
properties.

 
HOW�TO�IMPLEMENT�AN�INTEGRATED�SEARCH�STRATEGY

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DRAFT - BP18 SEARCH STRATEGY

 
1. • One local agency per market: Working with one agency is the best way to avoid overlaps in
keyword bidding and cannibalisation. Other long-term benefits include:
• Agency�can�be�fully�on-boarded�on�the�integrated�search�strategy�which�leads
to�better�understanding�of�Red�Bull�brand,�tonality�and�objectives
on�agency�side.
• Agency�grows�expertise�and�knowledge�according�to�Red�Bull�needs
which�leads�to�better�outcomes�and�efficiency.
• Exclusive�partnerships�might�lead�to�lower�agency�fees�and�higher
discounts.
• Please�contact�Amy Lee�if�you�have�any�question�on�your�search�agency
setup.
• Structure�your�search�activities�according�to�the�Red�Bull�search�categories
•
• A clear�territory�structure�is�required�for�successful�search
implementation. It is mandatory�that�all�campaigns�are�assigned�to�one�of
the�6�search�territories.
• Please ensure your search agencies are fully on-board and organise your search accounts and
campaigns accordingly.
• Link local accounts to Global Red Bull Multi Client Center (MCC)
• It�is�mandatory�to�connect�all�your�local�AdWords�accounts�and
any�NEW�accounts�in�the�future�to�the�Global�Red�Bull�MCC�so�that
we�can�collect�global�learnings�in�one�system.�Please�follow�this guide�that
describes�the�process�on�how�your�AdWords�accounts�can�be�linked�to�the
Global�Red�Bull�MCC.

 
For�any�questions�on�search,�please�reach�out�to�Amy Lee or�your�HQ �Media�Manager.