The MBA Guide to Search Marketing

Wake Forest University – Spring ‘09
Alex Cohen, Marketing Manager
ClickEquations | www.clickequations.com
The MBA Guide to Search Marketing

Agenda
Alex Who?
Why Does Search Matter?
The Need For Search Literacy
Allocating Budgets and Measuring ROI
Free Tools

Alex Who?
Marketing Manager at ClickEquations
acohen@clickequations.com | 484-362-1321
Site - www.clickequations.com
Blog - www.clickequations.com/blog
Twitter – @clickequations
Blogger at Digital Alex
Blog - www.alexlcohen.com
LinkedIn - http://www.linkedin.com/in/alexcohen
Twitter - @digitalalex

Why Does Search Matter?

2 Kinds of Search Marketing
Paid
Paid
Organic

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 Cheap
Clicks cost - $0.05 - $0.75+
Targeted, relevant ads aimed at active searchers convert efficiently
Everything can be measured, analyzed and improved

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
¹ Pew Internet Research Project (2008)
² Nielson Media (2007)
Why Does SEO Matter?

Organic Search Is Cheap
High Fixed Costs, Negligible Incremental Expenses
Sustained Competitive Advantage

The Need for Search Literacy

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

Attention Decreases Down The Page
Source: 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 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
Organic Search Deconstructed

Picking The Right Queries
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 returns
Great sites perform well in all areas and outperform their peers
Ranking For Your Targeted Queries

SEO Methodology

Paid Search Deconstructed
1
2
3
4

Paid Search is Precise
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…
REFINE
SATISFY
TARGET
ANALYZE

PPC Methodology
Build learning into the process
Start with the most relevant queries and expand
Optimize before you expand to avoid waste

Allocating Budgets and Measuring ROI

Paid Search ROI Curve
Learning & Optimization
ROI
Cost
Time

Organic Search ROI Curve
Authority & Time
ROI
Cost
Time

The Evolution of Your Search Marketing Mix

4 Basic Elements of Web Analytics

Slice the Data, Find the Insights
Measure Through the Funnel
Segment Incessantly,
Follow the Trends

The Hierarchy of Smart Search Questions

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

Free Tools
Advanced Paid Search Advice
www.clickequations.com/blog
www.clickequations.com/learn
www.google.com/analytics
www.google.com/websiteoptimizer
www.wordpress.org
http://tech.groups.yahoo.com/group/webanalytics (user group)
http://4q.perceptions.com
www.quantcast.com
www.compete.com
www.google.com/insights/search
www.google.com/trends
www.crazyegg.com
www.clicktale.com

Wake Forest University – Spring ‘09
Alex Cohen, Marketing Manager
ClickEquations | www.clickequations.com
The MBA Guide to Search Marketing

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The MBA Guide to Search Marketing

by Alex Cohen on Aug 22, 2009

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