Wake Forest University – Spring ‘09Alex Cohen, Marketing ManagerClickEquations | www.clickequations.comThe MBA Guide to Search Marketing

AgendaAlex Who?Why Does Search Matter?The Need For Search LiteracyAllocating Budgets and Measuring ROIFree Tools

Alex Who?Marketing Manager at ClickEquationsacohen@clickequations.com | 484-362-1321Site - www.clickequations.comBlog - www.clickequations.com/blogTwitter – @clickequations Blogger at Digital AlexBlog - www.alexlcohen.comLinkedIn - http://www.linkedin.com/in/alexcohenTwitter - @digitalalex

Why Does Search Matter?

2 Kinds of Search MarketingPaidPaidOrganic

Everyone Loves Search“12 billion searches were conducted in July 2008” - comScore“Half of all internet users perform a search every day.Search is growing at a faster rate than other activities on the Web…"Search is now taking center stage...whereas e-mail is still primary for communications, search is now primary for information activity," - Susannah Fox, Assoc. Director at Pew Internet.

Paid Search is Precise

Paid Search is Fully Optimizable and CheapClicks cost - $0.05 - $0.75+Targeted, relevant ads aimed at active searchers convert efficientlyEverything can be measured, analyzed and improved

Organic search attracts 5-8 times as many clicks as paid search¹7.8 billion searches are performed each month²The most valuable terms are the most competitive, but can potentially translate into thousands of incremental orders¹ Pew Internet Research Project (2008) ² Nielson Media (2007)Why Does SEO Matter?

Organic search attracts 5-8 times as many clicks as paid search¹

7.8 billion searches are performed each month²

The most valuable terms are the most competitive, but can potentially translate into thousands of incremental orders

Organic Search Is CheapHigh Fixed Costs, Negligible Incremental ExpensesSustained Competitive Advantage

The Need for Search Literacy

The Problem: Scarce Attention, High CompetitionSources: 1: Cornell University eyetracking study, http://bit.ly/20hHNY; 2: Eyetools eyetracking study, http://bit.ly/LYX5l

Attention Decreases Down The PageSource: An eye-tracking study of information usage in Web search: Variations in target position and contextual snippet length - Edward Cutrell, Zhiwei Guan, http://bit.ly/OGzsx

The Rising Demand for Search Literacy

Google is a matchmaker pairing search queries with pagesRelevance rules the matchmaking, based on:On-page elementsOff-page elementsYour ability to rank depends on the competition and your SEO effortsOur Goal: Determine which queries we want to rank for then optimize accordinglyOrganic Search Deconstructed

Google is a matchmaker pairing search queries with pages

Relevance rules the matchmaking, based on:

On-page elements

Off-page elements

Your ability to rank depends on the competition and your SEO efforts

Our Goal: Determine which queries we want to rank for then optimize accordingly

Picking The Right QueriesConsumers dictate the language used to describe your products when searchingWe choose queries at the intersection of:High(er) search volumeSearch query intentLow(er) competition

Consumers dictate the language used to describe your products when searching

We choose queries at the intersection of:

High(er) search volume

Search query intent

Low(er) competition

Good sites perform well in 1-2 areas and achieve industry-average returnsGreat sites perform well in all areas and outperform their peersRanking For Your Targeted Queries

SEO Methodology

Paid Search Deconstructed1234

Paid Search is PreciseText AdNegative KeywordsHomepageCategory pageProduct pageSearch resultsKeywordsSearch EnginesWebsitesBidsMatch TypeWhat you sellCompetitorsRelated Products

Text Ad

Negative Keywords

Homepage

Category page

Product page

Search results

Keywords

Search Engines

Websites

Bids

Match Type

What you sell

Competitors

Related Products

Paid Search Results Depend on a Bit More…REFINESATISFYTARGETANALYZE

PPC MethodologyBuild learning into the processStart with the most relevant queries and expandOptimize before you expand to avoid waste

Allocating Budgets and Measuring ROI

Paid Search ROI CurveLearning & OptimizationROICostTime

Organic Search ROI CurveAuthority & TimeROICostTime

The Evolution of Your Search Marketing Mix

4 Basic Elements of Web Analytics

Slice the Data, Find the InsightsMeasure Through the FunnelSegment Incessantly,Follow the Trends

The Hierarchy of Smart Search Questions

Questions?ClickEquations is an advanced paid search platform for large advertisers and agenciesacohen@clickequations.com | 484-362-1321Site - www.clickequations.comBlog - www.alexlcohen.com

Free ToolsAdvanced Paid Search Advicewww.clickequations.com/blogwww.clickequations.com/learnwww.google.com/analyticswww.google.com/websiteoptimizerwww.wordpress.orghttp://tech.groups.yahoo.com/group/webanalytics (user group)http://4q.perceptions.comwww.quantcast.comwww.compete.comwww.google.com/insights/searchwww.google.com/trendswww.crazyegg.comwww.clicktale.com

Wake Forest University – Spring ‘09Alex Cohen, Marketing ManagerClickEquations | www.clickequations.comThe MBA Guide to Search Marketing