MatchCraft  Search Summit
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MatchCraft  Search Summit MatchCraft Search Summit Presentation Transcript

  • Local Search Brad Petersen Senior VP Global Business Development MatchCraft © 2010, MatchCraft Inc. Proprietary & Confidential. 1
  • agenda o introduction o who are we? o what is online marketing? o what is online marketing for SMB / MKB o what is local search? o why advertise online? o (word of mouth is enough!) o search engine marketing o how to advertise online o when to advertise online o what to measure o How will I know it is working? o what to change © 2010, MatchCraft Inc. Proprietary & Confidential. 2
  • introduction MatchCraft is the leader in automated bidding technologies. We specialize in solutions for directories, resellers & agencies that offer online marketing to small businesses around the world. Through these partnerships our technology platform currently manages over 150k merchant campaigns worldwide. 9 languages, 11 countries © 2010, MatchCraft Inc. Proprietary & Confidential. 3
  • what is online marketing o loosely advertising on the internet (online) o various types of advertising o can be targeted in many ways for many audiences o changes rapidly o market is constantly on the move © 2010, MatchCraft Inc. Proprietary & Confidential. 4
  • Setting the scene The following terms will be used throughout the presentation today: Online Advertising: Any form of advertising that can be found on the internet SEM: Search Engine Marketing SEA: Search Engine Advertising - also known as Paid Search or Price Per Click (PPC) advertising SEO: Search Engine Optimisation of a website (usually for organic results) Organic Results: Free listings within Search Results Page Search: All of the above, but for the purpose of today when we talk about ‘Search’ we mean SEA / Paid Search Proactive Advertising: showing an advertisement to someone actually looking for a product or service Reactive Advertising: Showing advertising to everyone on the internet © 2010, MatchCraft Inc. Proprietary & Confidential. 5
  • Marketing Options There are only two kinds: Reactive Proactive (Traditional) (Search) Billboard Pay Per Click TV commercial Site Placement Radio Ad Internet Yellow Pages Pop up’s Yellow Pages Banners Spam e-mail © 2010, MatchCraft Inc. Proprietary & Confidential. 6
  • Forms of Online Advertising © 2010, MatchCraft Inc. Proprietary & Confidential. 7
  • Fragmentation Reigns Variety of Models Variety of Formats © 2010, MatchCraft Inc. Proprietary & Confidential. 8
  • what does it mean for the MKB’er? o many advertising options for your business o know who to target & when o learn how to reach your audience o help is available o lots of free advice © 2010, MatchCraft Inc. Proprietary & Confidential. 9
  • How to Decide? o How does one know where and how to spend marketing dollars. o Vertical considerations o Primary goals (Awareness vs. action) © 2010, MatchCraft Inc. Proprietary & Confidential. 10
  • Customers vs. Clicks The Business Owner’s Goal: o To acquire more clients/sales as cost effectively as possible. o At the end of the day, a marketing budget is evaluated on how affordably it leads to conversion of ad Euros to business profit o Its not on how many people came to your site… Rather how many of the RIGHT people became aware of your business © 2010, MatchCraft Inc. Proprietary & Confidential. 11
  • Proactive Marketing Where to go with ad Euros: o Statistically, proactive marketing produces the lowest cost lead, and that lead will convert to your action (contact, call, buy) more readily that a reactive lead. What to do with ad dollars in Proactive Marketing: o The goal is not to get as many clicks as possible. Rather, it is to mine the most qualified proactive customers for the least amount of money, keeping the cost of conversion (cost per lead) as low as possible. © 2010, MatchCraft Inc. Proprietary & Confidential. 12
  • local search o based on traditional mediums such as: regional and local newspapers, local T.V. stations eg: Omroep Brabant, local and community radio o people want relevant information, services and businesses from their local area or the area they are searching for. o search results are then tailored to where you are searching from i.e. your physical location or the area you are searching or researching. © 2010, MatchCraft Inc. Proprietary & Confidential. 13
  • local search… o Google has made recent adjustments to the suggestion functionality to accommodate local search Search physically done in NYC © 2010, MatchCraft Inc. Proprietary & Confidential. 14
  • local search… o Google.nl can accommodate local search down to street level as you can see below Search physically done in AMS © 2010, MatchCraft Inc. Proprietary & Confidential. 15
  • local search… o Google.nl can accommodate local search down to street level & surrounds as you can see below © 2010, MatchCraft Inc. Proprietary & Confidential. 16
  • Reaching Local Audience o bidding on “hotels” in all of the US might cost you $3 per click o geo targeting “hotels” to a smaller region decreases your cost per click significantly $0.10 per click Cost = $3 per click © 2010, MatchCraft Inc. Proprietary & Confidential. 17
  • Exponential complexity Locations Hyper-locales X Categories Subcategories X Keywords © 2010, MatchCraft Inc. Proprietary & Confidential. 18
  • why advertise online? o new / more customers o you can be in complete control of € o people move house on average every 5 years in NL alone o people search within a 5 – 10 km radius of where they live o because search is becoming more specific and relevant for small businesses – more local o word of mouth is not measurable or reliable © 2010, MatchCraft Inc. Proprietary & Confidential. 19
  • Introduction to: Search Engine Marketing © 2010, MatchCraft Inc. Proprietary & Confidential. 20
  • why Search Engine Marketing? o you only pay, when the search engine has done its job and sent you the prospective customer. (Pay Performance) o as much as 80% of all searches have local intent. o online activity drives offline conversion o paid search will account for 49% of Western European online ad spending by 2012! © 2010, MatchCraft Inc. Proprietary & Confidential. 21
  • © 2010, MatchCraft Inc. Proprietary & Confidential. 22
  • what determines where my site is shown on Google? © 2010, MatchCraft Inc. Proprietary & Confidential. 23
  • the search results page © 2010, MatchCraft Inc. Proprietary & Confidential. 24
  • Organic Listings (SEO) © 2010, MatchCraft Inc. Proprietary & Confidential. 25
  • what impacts organic search engine ranking? There are over 100 factors that influence organic search engine results- however, as far as Google is concerned, many SEO experts focus on… Relevance Popularity Authority (Content) (Links) (Importance) © 2010, MatchCraft Inc. Proprietary & Confidential. 26
  • Search Engine Ranking Relevance Popularity Authority © 2010, MatchCraft Inc. Proprietary & Confidential. 27
  • who appears where and why? © 2010, MatchCraft Inc. Proprietary & Confidential. 28
  • Paid Listings (PPC “the Auction”) © 2010, MatchCraft Inc. Proprietary & Confidential. 29
  • what are the complexities of running a SEM campaign? © 2010, MatchCraft Inc. Proprietary & Confidential. 30
  • how can I do it? o firstly you must have a website or landing page for click from the text ad on Google to go to. o this example is ClearPainting services at www.clearpainting.nl © 2010, MatchCraft Inc. Proprietary & Confidential. 31
  • How can I do it? o Secondly you must create an Ad group and choose relevant keywords for your business, that potential buyers would use to search for your product or service on a Search Engine, o Then create a text ad to match the keyword selection. keyword group Create a TextAd for the group of Keywords Clearpainting Schilder Schilder nodig? Schildersbedrijf Kwaliteits schilderwerk met garantie. Ruim 30 jaar ervaring! Binnen schilder www.clearpainting.nl Huis schilder Buiten schilder Muurschilder Muur preparatie Schilders Schilderbinnen © 2010, MatchCraft Inc. Proprietary & Confidential. 32
  • Do your research Search Potential for a painter in NL Total: 675,938.00 © 2010, MatchCraft Inc. Proprietary & Confidential. 33
  • Set your bids o What is your total budget o Daily, weekly, monthly? o How much are you prepared to pay per click? o What type of clicks are most important to your business? Which would provide you with the highest ROI? © 2010, MatchCraft Inc. Proprietary & Confidential. 34
  • Seek out the sweet spot .80 .78 .70 .75 .40 © 2010, MatchCraft Inc. Proprietary & Confidential. 35
  • Google’s View .72 max cpc, Available budget, Quality score (CTR) .76 .68 .70 .40 © 2010, MatchCraft Inc. Proprietary & Confidential. 36
  • © 2010, MatchCraft Inc. Proprietary & Confidential. 37
  • Setup and ongoing activities behind high yielding SEA campaigns Targeted/Relevant Keywords o What, how many and how deep o Long tail o Negative exclusion abilities o Matching _broad, exact, phrase o Customization based on merchant needs Targeted/Relevant/action oriented Ad-copy o Multiple ad-copies per ad-group for G to select best performing o Tied back to landing page o Tying ad copy to Keywords Targeted/Relevant Location o Geo targeting according to client need but limited to API capabilities Optimization of Keywords o Removal of underperforming o Adding or expanding when desired o Ad-copy o CPC – changing the bids Optimization to… o Clicks o Budget o Action Pacing © 2010, MatchCraft Inc. Proprietary & Confidential. 38
  • Other considerations.. Understanding the micro-economies of how verticals act in an auction The forces that effect those micro-economies Geo-local implications Mining the opportunities, why its worth your while © 2010, MatchCraft Inc. Proprietary & Confidential. 39
  • How Verticals Categories Act In An Auction o Each vertical category has its own individual economy, for that matter so does every keyword, determined by… o Geographic location o Amount of activity o Consumer usage (inventory) o Number of active auction participants (bidders) o Level of participation (budget) o Goal of auction participants © 2010, MatchCraft Inc. Proprietary & Confidential. 40
  • o So far pretty obvious and on the surface the perfect setting for natural economic dynamics to be in control. o The Auction is after all designed to be a self moderating environment o Lets look at what happens when these forces unbalanced the auction … © 2010, MatchCraft Inc. Proprietary & Confidential. 41
  • Estimated Average CPC – Position 3 (US) This data was gathered using up to 5 location specific keywords on Google © 2010, MatchCraft Inc. Proprietary & Confidential. 42
  • Estimated Average CPC – Position 3 (UK) This data was gathered using up to 5 location specific keywords on Google © 2010, MatchCraft Inc. Proprietary & Confidential. 43
  • The Forces At Work Within… o Vertical players o Highly concentrated, focus on extracting as much value from a specific vertical o Usually approach market on a geo basis, sticking to highest population centers. o Horizontal’s (IYP’s, ETC.) o Vertical strength aligned with core print/IYP o Individual merchants o Others (eBay, Amazon, National Brands) © 2010, MatchCraft Inc. Proprietary & Confidential. 44
  • Business Type Distribution – First page results (equated to 10, UK) Real Estate Automotive Travel Restaurants Home & Garden This data was gathered using up to 5 location specific keywords on Google © 2010, MatchCraft Inc. Proprietary & Confidential. 45
  • The Forces At Work Within… Top Categories By Market: Northern Central Central Western European Country European European European "A" Country "A" Country "B" Country "A" Builders Lawyers Windows Hotels Plumbers Painters Roofers Restaurants Electricians Hotels Movers Funeral homes Category density is highly variable from country to country, same level of variation from metro to metro Certain Keywords can become “played out” “The Auction” is not a bottomless pit “The Auction” has seasonal, geo local, activity ebbs and flows © 2010, MatchCraft Inc. Proprietary & Confidential. 46
  • The Importance Of Geography This data was gathered using up to 5 location specific keywords on Google © 2010, MatchCraft Inc. Proprietary & Confidential. 47
  • Why an engineering solution? o Search Engine Marketing demands an analytic engineering solution o The scale and complexity of certain programs prohibit manual solutions o Only an adaptive engineered solution can respond dynamically to the many changes faced by a complex SEM program. © 2010, MatchCraft Inc. Proprietary & Confidential. 48
  • Why a customized solution? © 2010, MatchCraft Inc. Proprietary & Confidential. 49
  • Quality vs. Quantity o It’s a numbers game where you don’t win by reaching more numbers than everyone else. o Business Owner vs. Competition AND Business Owner vs. the Ad Platform o To maximize ROI you must utilize intelligence and expertise to drive the highest amount of qualified relevant traffic. © 2010, MatchCraft Inc. Proprietary & Confidential. 50
  • Thank You!! © 2010, MatchCraft Inc. Proprietary & Confidential. 51