0
Measure and Optimize    Paid & Organic Search    Together     Featuring:     Adobe SearchCenter+     Conductor Searchlight...
Agenda        1                  Paid & Organic Solution Overview        2                  Demo        3                 ...
Presenters Panel                                       §    Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe     ...
Poll: Paid vs. Organic Results© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   4
“62 percent of consumers dont know the difference                 between paid and organic results.”                      ...
Adobe SearchCenter Manages Over $1 Billion                                             Ad Spend Under Management          ...
“I’ve found it annoying that over the years more            and more people use SEM to mean paid search,                  ...
SEM 101: Organic Search vs. Paid Search                            Organic                                                ...
The Problem with Search       Typical Paid Search guy….© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confi...
The Problem with Search       Typical SEO guy….© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential....
“You don’t have paid goals and organic goals –                          you have Search goals.”                           ...
Adobe SearchCenter’s New Approach to SEM     §    Improve share of voice and total conversions from search           by o...
Only Adobe SearchCenter+ Views SEM Holistically       Use one underlying data set (SiteCatalyst) to make decisions       a...
An Integrated Paid & Organic Solution                                              •  Rank gathering                      ...
Most Widely Used Enterprise SEO platform               Powering SEO Teams for Over 100 Leading Brands55+ People - Largest ...
SEO History       SEO Wild West                                                                 The rise of paid          ...
26.6 Billion Searches                  16% YOY                                   Monthly Across Search Engines            ...
92% of Search Engine Clicks Originate                                                                  From Natural Search...
Only                8% of Search Spend Goes on                                                                            ...
Is SEO more or less important as influencers                                      of business strategy than a year ago?   ...
Natural Search is a Zero Sum Game                      You                                                           Compe...
Natural Search is a Zero Sum Game                      You                                                        Competit...
Natural Search is a Zero Sum Game                      You                                                       Competito...
Scale                              Measure        ROI                                                                     ...
Searchlight                                                        Search Engine         Competition Discovery            ...
SEO Cloud© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.        26
Adobe Omniture Integration                                                                        Managed SEO Keywords    ...
Agenda        1                  Paid & Organic Solution Overview        2                  Demo        3                 ...
Agenda        1                  Paid & Organic Solution Overview        2                  Demo        3                 ...
How do you measure paid and organic search                               today?© 2011 Adobe Systems Incorporated. All Righ...
How will the Adobe/Conductor solution help your                         paid search efforts?© 2011 Adobe Systems Incorpora...
What additional features would you like to see                                  added?© 2011 Adobe Systems Incorporated. A...
Optimizing across SEM channels: Key takeaways                              Jointly Optimize Paid & Organic Programs       ...
See the SEO Cloud in action at the                              Conductor booth in the main hall or                       ...
Q&A© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.       Adobe Systems Incorporated. All Right...
Upcoming SlideShare
Loading in...5
×

Measure and Optimize Paid and Organic Search Together

971

Published on

Presented by:
Seth Besmertnik, Conductor CEO and Billy Mungovan, Adobe Sr. Director, Visitor Acquisition
Wednesday, March 9, 2011
Adobe Omniture Summit 2011

Seth and Billy introduce the first-ever paid and organic SEM solution from Adobe and Conductor. Its groundbreaking integration lets you automatically improve your combined paid and organic search marketing results based on your existing underlying SiteCatalyst data. In this presentation, you will learn how this exciting new SEM solution:

-Measures paid and organic rank, clicks and most importantly, revenue in one report
-Automatically optimizes paid bids based on fluctuations in your organic rank
-Expands paid keyword sets based on organic traffic and competitive input

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
971
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Measure and Optimize Paid and Organic Search Together"

  1. 1. Measure and Optimize Paid & Organic Search Together Featuring: Adobe SearchCenter+ Conductor Searchlight© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. Presenters Panel §  Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe §  Seth Besmertnik, CEO & co-founder, Conductor §  Brandon Proctor, Build.com© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  4. 4. Poll: Paid vs. Organic Results© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  5. 5. “62 percent of consumers dont know the difference between paid and organic results.” — “Search Engine Users” Pew Research Study© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. Adobe SearchCenter Manages Over $1 Billion Ad Spend Under Management Adobe SearchCenter $1,000MM $700MM $300MM $100MM $0© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. “I’ve found it annoying that over the years more and more people use SEM to mean paid search, as if SEM excludes SEO.” — Danny Sullivan© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. SEM 101: Organic Search vs. Paid Search Organic Paid Technical process of Auction-based media optimizing your web site buying© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. The Problem with Search Typical Paid Search guy….© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. The Problem with Search Typical SEO guy….© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  11. 11. “You don’t have paid goals and organic goals – you have Search goals.” — Josh Palau, razorfish© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  12. 12. Adobe SearchCenter’s New Approach to SEM §  Improve share of voice and total conversions from search by optimizing organic and paid search together© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. Only Adobe SearchCenter+ Views SEM Holistically Use one underlying data set (SiteCatalyst) to make decisions across paid and organic search §  Adobe SearchCenter+ SEM strategies: §  Maintain top position for brand terms across paid and organic §  Automatically increase bids for paid keywords when competitors gain a higher organic rank §  Automatically decrease bids for paid keywords when you achieve a high organic rank §  Optimize bids to achieve a calculated “total conversions” metric© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. An Integrated Paid & Organic Solution •  Rank gathering •  Competitive positioning •  Search volume •  SEO score SEO WORKFLOW SMARTER BID AUTOMATION OPPORTUNITY DISCOVERY •  Paid and organic VISIBILITY •  Visits •  Conversions •  Revenue Comprehensive Closed Loop Search Marketing Reporting §  SEO ROI §  Traffic §  Conversions §  SEO Opportunity §  Share of Search §  Share of Voice© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  15. 15. Most Widely Used Enterprise SEO platform Powering SEO Teams for Over 100 Leading Brands55+ People - Largest SEO Technology Company in the World Managing Over $3 billion Worth of SEO Revenue© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. SEO History SEO Wild West The rise of paid Marketing search – executives companies realize the focus hard “white-space” SEO opportunity 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Marketers try Technology SEO with automates paid marginal success search© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  17. 17. 26.6 Billion Searches 16% YOY Monthly Across Search Engines Growth ComScore 2010© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. 92% of Search Engine Clicks Originate From Natural Search ComScore 2010© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. Only 8% of Search Spend Goes on Natural Search ComScore 2010© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Is SEO more or less important as influencers of business strategy than a year ago? 78% 18% 4% Marketing Sherpa 2010© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. Natural Search is a Zero Sum Game You Competitor Investment in SEO required just to maintain position© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. Natural Search is a Zero Sum Game You Competitor Reducing investment allows competitors to succeed© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. Natural Search is a Zero Sum Game You Competitor Small investments in SEO can have considerable effects© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Scale Measure ROI 0 5 10 15 $© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. Searchlight Search Engine Competition Discovery Inputs Analysis Outputs Data Collection Web Crawling Research Inputs Workflow© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. SEO Cloud© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  27. 27. Adobe Omniture Integration Managed SEO Keywords SEO Milestones Search Position Traffic Success Revenue Metrics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  29. 29. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. How do you measure paid and organic search today?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  31. 31. How will the Adobe/Conductor solution help your paid search efforts?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  32. 32. What additional features would you like to see added?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  33. 33. Optimizing across SEM channels: Key takeaways Jointly Optimize Paid & Organic Programs Use Analytics as the Foundation Automate paid bids based on paid & organic performance Increase lift from SEM© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. See the SEO Cloud in action at the Conductor booth in the main hall or visit seocloud.com© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  35. 35. Q&A© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×