Reaching Boomers Online


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Revolutionary new ad model that has made Google billions and billions of dollars Auction format Pay per click
  • Reaching Boomers Online

    1. 1. Reaching Boomers Online Building Successful Campaigns Presented By: William Leake CEO, Apogee Search Marketing [email_address] March 19, 2009
    2. 2. Why we *might* know something (aka shameless plug slide) <ul><li>Apogee Search is the largest “pure-play” online marketing firm in the Southwest, and one of the 20 largest nationwide </li></ul><ul><ul><li>150+ clients, including Keller Williams, Golfsmith, Lance Armstrong Foundation, Olive Garden, PerkinElmer, SAP, HP, Gannett Digital, Shell, Olive Garden + numerous VC-backed technology firms. More Inc. 5000 clients than any other firm </li></ul></ul><ul><ul><li>Paid Search, Organic Search, Online Media, Website Effectiveness </li></ul></ul><ul><li>Our management team built *the first* company to ever sell a million dollars of product on the internet </li></ul><ul><li>Our management team has been doing search engine optimization since 1995, and paid search since early 1998 (within 1 week of its start) </li></ul><ul><li>Founder’s background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms </li></ul><ul><li>All programs are results-focused and metrics-based </li></ul>
    3. 3. Why we *might* NOT know something (aka reality slide) <ul><li>Once you have something figured out, it is probably about to change on you </li></ul><ul><li>There are many roads to Rome </li></ul><ul><li>Hubris is the beginning of humiliation </li></ul><ul><li>What works for someone else, might not work for you </li></ul>
    4. 4. General Fundamentals <ul><li>Online (and search) just a piece of overall Marketing </li></ul><ul><li>(Avoid online industry myopia) </li></ul><ul><li>Integrated usually works best </li></ul><ul><ul><li>Both PPC and SEO together </li></ul></ul><ul><ul><li>Search plus other online </li></ul></ul><ul><ul><li>Online plus offline </li></ul></ul><ul><ul><li>Referral and word of mouth is always the best </li></ul></ul><ul><li>Measure twice, cut once </li></ul>
    5. 5. Internet Usage … Source: Pew
    6. 6. Internet Behavior <ul><li>younger generations … </li></ul><ul><li>more likely to view the Internet as a form of entertainment e.g. video sharing, gaming, downloading music and reading blogs </li></ul><ul><li>older generations … </li></ul><ul><li>More likely to utilize the Internet as more of a practical tool for banking, shopping, and researching their health. </li></ul>
    7. 7. Methodical Competitive Spontaneous Logical Emotional Quick Decisions Slow Decisions
    8. 8. Primary Conversion Approaches <ul><li>1. Heuristic (aka rules of thumb) </li></ul><ul><ul><li>Top ten lists </li></ul></ul><ul><ul><li>Checklists </li></ul></ul><ul><ul><li>Best practices </li></ul></ul><ul><li>2. Persona-based </li></ul><ul><ul><li>Determining Buyer Types </li></ul></ul><ul><ul><li>Based on MBTI, Disc, et. al. </li></ul></ul><ul><li>3. A/B & Analytics </li></ul><ul><li>4. Multivariate </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Omniture Test & Target, others </li></ul></ul>QUALITATIVE QUANTITATIVE
    9. 9. Online Marketing Trends
    10. 10. &quot;Last year advertisers spent $9.4 billion on SEM, up 63 percent over the $5.75 billion spent on search in 2005, and beating last year's estimate of $7.2 billion. Spending is projected to grow to $18.6 billion by 2011 in North America.&quot; - SEMPO, State of Search Engine Marketing report 2006. Search marketing is the largest and fastest growing online marketing channel!
    11. 11. It’s a Google World United States | July 2008 Source: Net Applications, July 2008
    12. 12. <ul><li>point </li></ul><ul><li>point point </li></ul><ul><li>point point point </li></ul>What is Search Marketing – Natural vs. Paid Natural Search a.k.a. Search Engine Optimization (SEO)
    13. 13. Natural Search Importance <ul><li>Direct Response / Lead Generation (obvious) </li></ul><ul><li>Branding (large and growing, less obvious) </li></ul><ul><ul><li>Brand Building </li></ul></ul><ul><ul><li>Brand Maintenance </li></ul></ul><ul><ul><li>Brand Defense (Online Reputation Management) </li></ul></ul><ul><li>Important to manage and balance all aspects </li></ul>
    14. 14. Steps to Optimizing your Site <ul><li>1. Help search engines find all pages of your site! (Indexing) </li></ul><ul><li>2. Choose Keywords, and which pages you’ll be working to rank each of them </li></ul><ul><li>(Keyword Research & Selection) </li></ul><ul><li>3. Tell the search engines what your site is about (Keyword Optimization) </li></ul><ul><li>4. Link Acquisition (ongoing and never-ending) </li></ul>
    15. 15. Search Engine Optimization (SEO) How We Do It – On-page Optimization Title Tags Alt Tags Page Text Meta Tags . . . And lots of other website components.
    16. 16. Search Engine Optimization (SEO) How We Do It – Off-Page Optimization (Link Building) <ul><li>What matters? </li></ul><ul><li>Number sites linking to you </li></ul><ul><li>Quality of linking sites </li></ul><ul><li>Relevance of linking sites </li></ul><ul><li>Keywords around links </li></ul><ul><li>Keywords on top of links </li></ul><ul><li>. . . Among other variables </li></ul>High quality link example
    17. 17. Search Engine Optimization (SEO) Google Rankings – The 80/20 Rule <ul><li>On-page = 20% </li></ul><ul><ul><li>In non-competitive markets, on-page optimization may be enough </li></ul></ul><ul><li>Off-page = 80% </li></ul><ul><ul><li>In competitive markets, off-page optimization (i.e. link building) is the primary factor determining top keyword rankings </li></ul></ul>
    18. 18.
    19. 19. Reputation Management <ul><li>“ Managing” search results on your company name, brands, trademarks, & executive officers’ names </li></ul><ul><li>How to best do it </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Web optimized PR </li></ul></ul><ul><ul><li>Wikipedia (risky) </li></ul></ul><ul><ul><li>You Tube & other video sites </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Web 2.0 (Facebook, MySpace, et. al.) </li></ul></ul><ul><ul><li>Secondary corporate web properties </li></ul></ul><ul><ul><li>Other currently ranking Google listings </li></ul></ul>
    20. 20. SEO Trends: Universal
    21. 21. SEO Trends: Local
    22. 22. Indexing <ul><li>What coding language SHOULD I use? Are there any I should NOT use? </li></ul><ul><li>Focus on what you need your site to do and go with that solution </li></ul><ul><li>It is possible to build an SEO friendly site almost any language </li></ul><ul><li>HTML – it’s the oldest, and the best! </li></ul><ul><li>PHP, ASP – also good </li></ul>
    23. 23. Indexing <ul><li>Javascript </li></ul><ul><li>Not readable by search engines </li></ul><ul><li>Avoid using for Navigational Links & Content </li></ul><ul><li>Use it to make your page “smaller” to the search engines </li></ul><ul><li>Flash </li></ul><ul><li>Not fully indexable by search engines </li></ul><ul><li>Consider what exact page you want search engines to return for your different products & services </li></ul><ul><li>Avoid using for Navigational Links & Content </li></ul>
    24. 24. Does it really matter?
    25. 25. What is Search Marketing – Natural vs. Paid Paid Search Advertising
    26. 26. PPC Trends #1 <ul><li>SITE TARGETING - try it, use it, possibly love it </li></ul><ul><ul><li>YOU choose the sites </li></ul></ul><ul><ul><li>Very threatening to large ad firms </li></ul></ul><ul><ul><li>Can by CPM, and get an arbitrage benefit </li></ul></ul><ul><ul><li>Can buy ads today, through a Google log-in </li></ul></ul><ul><ul><li>Both Text and Display </li></ul></ul><ul><li>More to come!!! </li></ul>
    27. 27. PPC Trends #2 - Testing <ul><li>A/B split testing </li></ul><ul><li>Keywords, Ads, and Landing Pages </li></ul><ul><li>Taguchi </li></ul><ul><li>Test Plan </li></ul><ul><li>LOTS OF COOL TOOLS (Omniture/Offermatica, Optimost, Google Optimizer) </li></ul>
    28. 28. PPC Trends #3 - Other <ul><li>“ Proctor & Gamble” strategy (own an unfair share of the shelf space) </li></ul><ul><li>Main page </li></ul><ul><li>Secondary sites </li></ul><ul><li>Captive affiliates </li></ul><ul><li>Channel/coop partners </li></ul><ul><li>Resource sites </li></ul>
    29. 29. Exploiting Search Traffic with Post-web Follow-on Marketing <ul><li>Search + Email is a powerful combination </li></ul><ul><li>Assign mailing list signup with a conversion value and factor into overall ROAS </li></ul><ul><li>Confirmation email immediately after lead capture </li></ul><ul><li>Lead nurturing with marketing automation tools Additional follow-on with direct mail or other integrated campaigns </li></ul>
    30. 30. TIP: Event-Driven Search Marketing <ul><li>How much do you spend on events per year? </li></ul><ul><li>Planning to exhibit at an important conference for your industry. . . Start running PPC search ads on the conference name to reach your target audience </li></ul><ul><li>Consider having a “virtual trade show” both pre-and post- your physical show, and also for shows you don’t attend </li></ul>
    31. 31. Alternate Conversion Types <ul><li>Conversion doesn’t have to occur on your website </li></ul><ul><li>Tracking phone calls from search </li></ul><ul><li>Integrating chat to drive conversions </li></ul><ul><li>Printing coupons for in-store purchase tracking </li></ul>
    32. 32. Using Online to Inform Offline <ul><li>Contrary to Conventional Wisdom </li></ul><ul><li>Email  Direct Mail </li></ul><ul><li>Online Video / Rich Media  TV and Broadcast </li></ul><ul><li>Online Display Advertising  Print Ads </li></ul><ul><li>Paid Search  All </li></ul>
    33. 33. Q&A (aka additional resources) <ul><li>Apogee Search Blog ( </li></ul><ul><li>Apogee Glossary ( </li></ul><ul><li>Digital Point Forums ( </li></ul><ul><li>Google Webmaster Central ( </li></ul><ul><li>John Battelle’s Searchblog ( </li></ul><ul><li>Daily SearchCast ( </li></ul><ul><li>Sphinn ( </li></ul><ul><li>MarketingSherpa ( </li></ul><ul><li>ClickZ ( </li></ul>