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Presented For:From Clicks to                                                                               TCAAN Annual Co...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
Where is my client appearing         in search engines?Are consumers finding my client easily         with a web search?  ...
Where is my client appearing         in search engines?Goal: learn how we went from this:           Page 3, #31-          ...
To this: page 1, #2Without ever hiring a programmer                     Yahoo! Search Marketing Proprietary and Confidenti...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
If you build it, they will come…Only in Your Dreams…                         Yahoo! Search Marketing Proprietary and Confi...
Your client’s front door is only as good as the numberof people who walk through it                To walk through…       ...
What is the difference between Search Marketing andother forms of advertising? Search – Pull Marketing      Traditional – ...
Search Industry Landscape                                   5 Media Consumption vs. Advertising Dollars Spent             ...
Most Cost Efficient Channel                                                         Average Cost Per Customer Acquisition ...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
Canadians love the web!3 out 4 Canadiansare onlineThey are onlineon average 80minutes a day                          Yahoo...
Search Engine Statistics 2007             93% of all Internet traffic is generated from                     Internet searc...
Global Search Statistics 2007      Over 60% of search engine visitors use at least two                  different search e...
Canadians use search to make purchase decisions                                                                           ...
Searcher Behavior                          3Search Engine Users – Rarely go beyond the first page of results              ...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
How do search engines work?                Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved...
1. New web site is posted, linked to, or has its contentaltered                                 Yahoo! Search Marketing Pr...
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved   20
Page 1, #1 under “hotels halifax”Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved   21
2. SE’s spiders crawl the page                                 Yahoo! Search Marketing Proprietary and Confidential. ©2007...
Skims text, image descriptions, meta data, page titles,and URL                                Yahoo! Search Marketing Prop...
How a Search Engine Crawler Sees the Valhalla Inn site                                     Yahoo! Search Marketing Proprie...
How a Search Engine Crawler Sees the Prince George Hotel Site                                    Yahoo! Search Marketing P...
3. Index key terms, count word frequency                                                                        hotel     ...
Follow links, count links in (backlinks), links out, and links within site                                           Yahoo...
Links within site: make page more crawlable – Valhalla Inn                                      Yahoo! Search Marketing Pr...
Backlinks: show relevancy to search engineBacklink summary for Valhalla Inn                                    Yahoo! Sear...
Backlinks – use your local network to your advantageBacklink summary for Prince George Hotel                              ...
4. Search Engine Assigns Weight Algorithm                               Other PagesThis Page                              ...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
Where are paid/ organic listings located?                                                paid listings                    ...
Pay Per Click Vs. Search Engine Optimization                    PPC                         paid listings                 ...
If “organic” listings are free, we’d be better off there, right? Pay-Per-Click (Paid listings) Vs.                        ...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
5 Steps to Improve your SEO  o  Make Your Page Crawlable and Search Engine Friendly      • Spider turn offs: Flash, AJAX o...
1   Why Search Marketing?              2   How Canadians are using                  search              3   Search Engine ...
How Paid Search (Pay Per Click)      Marketing Works                   Yahoo! Search Marketing Proprietary and Confidentia...
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved   40
How does PPC work?          vacation packages                               A potential customer                          ...
Getting Started with Paid Search                  Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights R...
Yahoo Sponsored Search1.Target Customers by Geographic Location Display your ad to  customers throughout the entire market...
1. Target Customers by Geographic Location•Select entire US and english speaking CanadaOR•Select specific cities and/ or p...
2. Choosing Keywords: start with what’s alreadyon your website                           3. SetCreate AdPrice             ...
green car 4-door 4 wheel-drive         SUV hybrid moon roof electric          car special offers Ford hybrid            To...
green car 4-door 4 wheel-driveSUV hybrid moon roof electric car special offers Ford hybrid   Toyota hybrid Lexus hybrid   ...
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved   48
Managing your Ad Groups                              About                              Ford Escape Hybrid SUV            ...
Managing your Ad Groups                            Build                            design Ford Escape Hybrid             ...
Structure at a glanceCampaign               Ford Escape Hybrid 2008     Ad Group                  Ford Escape About       ...
3. Set bid amount and daily budget•Select daily spending limit - $5 - $50•Questions to ask yourself:  o What are my profit...
4. Create your ad•Made up of title, description and URL•40 character limit: title•70 character limit: description•Tips:   ...
With so many advertisers out there, what determines my adranking?                      hotels                    Relevant ...
6. Track results and test! A tale of two ads with differentcopywriting                                         Yahoo! Sear...
6. Track your results – Daily performance report                                Yahoo! Search Marketing Proprietary and Co...
6. Track your results – keyword performance                               Yahoo! Search Marketing Proprietary and Confiden...
Track clicks by geographic source                              Yahoo! Search Marketing Proprietary and Confidential. ©2007...
6. After the click - Tracking your results – Other Tools to TrackConversions•Yahoo “Full Analytics” Analytics toolOR•Conve...
Why Add Search to Your Service Portfolio?•Put your client where their customers can find them.•Low cost marketing service ...
THANK YOU   Questions?                                Contact :                   adina@yahoo-inc.com              ca-adve...
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Transcript of "Yahoo! Search Marketing Presentation "

  1. 1. Presented For:From Clicks to TCAAN Annual ConferenceConversions Presented By: ADINA ZAIONTZUsing Search Marketing to DriveTargeted Traffic and Build Your BrandYahoo! Proprietary and Confidential. © 2007 All Rights Reserved Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  2. 2. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’ll 4 SEM: Search Enginecover Marketing 5 SEO: Search Engine Optimization 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  3. 3. Where is my client appearing in search engines?Are consumers finding my client easily with a web search? Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 2
  4. 4. Where is my client appearing in search engines?Goal: learn how we went from this: Page 3, #31- Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 3
  5. 5. To this: page 1, #2Without ever hiring a programmer Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 4
  6. 6. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’ll 4 SEM: Search Enginecover Marketing 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  7. 7. If you build it, they will come…Only in Your Dreams… Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  8. 8. Your client’s front door is only as good as the numberof people who walk through it To walk through… they have to find the door Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 7
  9. 9. What is the difference between Search Marketing andother forms of advertising? Search – Pull Marketing Traditional – Push Marketing CUSTOMER CUSTOMER Your customers are searching for Traditional media is a passive you. You don’t have to look for way to reach your target them. audience. Online media is a more “interactive” way to reach your audience. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 8
  10. 10. Search Industry Landscape 5 Media Consumption vs. Advertising Dollars Spent Time Spent Ad Spend Opportunity 35% Areas of Areas of Knocks inefficiency opportunity The average person 26% 25%22% consumes 15% of their 21% 21% 17% media online. 12% 6% When using 4% 5% Broadband, the 3% 2% 2% number jumps to 25%.Network Cable Radio Magazine Newspaper Internet Other Leverage the Disconnect! Source: Time Spent SRI Knowledge Networks, Spring 2005 Ad Spend TNS AdSpender 2005 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 9
  11. 11. Most Cost Efficient Channel Average Cost Per Customer Acquisition $80.00 $70 $70.00 $60 $60.00 $50 $50.00 $40.00 $30.00 $20 $20.00 $8.50 $10.00 $0.00 Search Yellow Online Display E-mail Direct Mail Pages AdsSource: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” October 2006 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 10
  12. 12. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’ll 4 SEM: Search Enginecover Marketing 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  13. 13. Canadians love the web!3 out 4 Canadiansare onlineThey are onlineon average 80minutes a day Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 12
  14. 14. Search Engine Statistics 2007 93% of all Internet traffic is generated from Internet search engines. 99% of Internet searchers do not search beyond the top 30 results. Top 10 positions receive 78% more traffic than those in positions 11-30. 93% of global consumers use search engines to find websites. Source: Forrestor Research, 2006Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 13
  15. 15. Global Search Statistics 2007 Over 60% of search engine visitors use at least two different search engines. Searcher behaviour varies on different search engines. Source: TShe Search Landscape , Search Engine Strategies Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved Yahoo! UK , 2007 14
  16. 16. Canadians use search to make purchase decisions Canadians perform more than 90 2,900 million searches a day. 2,800 78% of Canadians online will use search engines to research online and offline purchases. Searches (MM) 2,700 27% of those who researched 2,600 product information online. 2,500 45% of those who searched for product information online still purchased via offline retail. 2,400 2,300 Oct-07 Nov-07 Dec-07 Jan-08Source: ComScore qSearch, Canada All Locations, October 2007 to January 2008 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 15
  17. 17. Searcher Behavior 3Search Engine Users – Rarely go beyond the first page of results 39% Being on the front page of 23% 19% search results is vital 9% 10% 62% of search engine users don’t look past the 1st page of results. Only a First First 2 First 3 More few page pages pages than 3 pagesSource: iProspect April 2006 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 16
  18. 18. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’ll 4 SEM: Search Enginecover Marketing 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  19. 19. How do search engines work? Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 18
  20. 20. 1. New web site is posted, linked to, or has its contentaltered Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 19
  21. 21. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 20
  22. 22. Page 1, #1 under “hotels halifax”Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 21
  23. 23. 2. SE’s spiders crawl the page Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 22
  24. 24. Skims text, image descriptions, meta data, page titles,and URL Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 23
  25. 25. How a Search Engine Crawler Sees the Valhalla Inn site Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 24
  26. 26. How a Search Engine Crawler Sees the Prince George Hotel Site Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 25
  27. 27. 3. Index key terms, count word frequency hotel Thunder Bay Spa Inn Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 26
  28. 28. Follow links, count links in (backlinks), links out, and links within site Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 27
  29. 29. Links within site: make page more crawlable – Valhalla Inn Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 28
  30. 30. Backlinks: show relevancy to search engineBacklink summary for Valhalla Inn Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 29
  31. 31. Backlinks – use your local network to your advantageBacklink summary for Prince George Hotel Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 30
  32. 32. 4. Search Engine Assigns Weight Algorithm Other PagesThis Page Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 31
  33. 33. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’ll 4 SEM: Search Enginecover Marketing and SEO 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC 7 Other Search Marketing Tools Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  34. 34. Where are paid/ organic listings located? paid listings organic listings paid listings paid listings Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 33
  35. 35. Pay Per Click Vs. Search Engine Optimization PPC paid listings organic listings PPC SEO/ SEM paid listings PPC paid listings Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 34
  36. 36. If “organic” listings are free, we’d be better off there, right? Pay-Per-Click (Paid listings) Vs. SEO (Organic Listings) 1. Need Immediate Results. A basic campaign 1. Takes longer to optimize for organic search can be up and running and driving visitors to listings. It can also take a lengthy amount of your web site in a matter of hours. time to be indexed. 2. May require changes to the website which 2. Flexible in changing campaigns to work with can require programming, and be time existing website. inefficient and costly. 3. Searchers are more prone to click on top 3. Does Not Guarantee Top Placement. paid listings as opposed to organic listings. Best of Both Studies show that when a paid listing is displayed beside an organic listing in the Search Engine Results Page, this is a seal of approval for most searchers. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 35
  37. 37. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’llcover 4 SEM: Search Engine Marketing 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  38. 38. 5 Steps to Improve your SEO o Make Your Page Crawlable and Search Engine Friendly • Spider turn offs: Flash, AJAX or sites where much of the content sits behind a user registration firewall o Links • within site • outbound: the amount of sites you link to • backlinks: the amount of sites linking to you • authority of links: .gov or .edu domain sites linking to you o Content • # crawlable pages • site architecture: site maps o Keywords • Long tail search: The more specific the better (i.e., “pizza”, vs. “croation pizza with anchovies”) – result in higher relevanc searches for your niche • keywords in titles, metatags, and throughout site text. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 37
  39. 39. 1 Why Search Marketing? 2 How Canadians are using search 3 Search Engine BasicsToday we’llcover 4 SEM: Search Engine Marketing 5 Search Marketing Tools - SEO 6 Search Marketing Tools - PPC Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
  40. 40. How Paid Search (Pay Per Click) Marketing Works Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 39
  41. 41. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 40
  42. 42. How does PPC work? vacation packages A potential customer types in the keyword “vacation packages” in the search browser. The Travel Agency’s ad may appear in the Hotels at The Travel Agency Book your hotel here. Save 40% search results page. on hotels at The Travel Agency. www.thetravelagency.com The Travel Agency pays only when its ad is clicked. This method is called Pay-Per-Click. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 41
  43. 43. Getting Started with Paid Search Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 42
  44. 44. Yahoo Sponsored Search1.Target Customers by Geographic Location Display your ad to customers throughout the entire market, or select specific regions or cities.2.Choose Keywords Related to Your Business Enter words or phrases related to the products and services your business provides.3.Tell Us How Much Youd Like to Spend Specify your daily spending limit and maximum bid.4.Create Your Ad Write the ad that will be displayed to prospective customers.5.Activate or Save Your Ad Review your ad and activate it by entering your billing information, or save it until you are ready to activate. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 43
  45. 45. 1. Target Customers by Geographic Location•Select entire US and english speaking CanadaOR•Select specific cities and/ or provinces Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 44
  46. 46. 2. Choosing Keywords: start with what’s alreadyon your website 3. SetCreate AdPrice 2. Your Bid 1. Choose Keywords Hotels Destination Guides Title/ Heading Hotels at TravelocityCruises Description Book your getaway here. Save on 52 cents per click Travel Deals Hotels Anywhere, Anytime. URL www.Travelocity.com Vacation Packages Flight Deal Las Vegas Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 45
  47. 47. green car 4-door 4 wheel-drive SUV hybrid moon roof electric car special offers Ford hybrid Toyota hybrid Lexus hybrid Honda hybrid GM Lexus dealer dealer Forddealer Honda Toyota dealer dealer Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 46
  48. 48. green car 4-door 4 wheel-driveSUV hybrid moon roof electric car special offers Ford hybrid Toyota hybrid Lexus hybrid Honda hybrid Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 47
  49. 49. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 48
  50. 50. Managing your Ad Groups About Ford Escape Hybrid SUV Ford Escape Hybrid exterior Ford Escape Hybrid accessories Ford Escape Hybrid options Buy purchase Ford Escape Hybrid Ford Escape Hybrid sales buy Ford Escape Hybrid Ford Escape Hybrid for sale Price Ford Escape Hybrid pricing Ford Escape Hybrid quote Ford Escape Hybrid lease Ford Escape Hybrid finance Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 49
  51. 51. Managing your Ad Groups Build design Ford Escape Hybrid customized Ford Escape Hybrid custom Ford Escape Hybrid build Ford Escape Hybrid Test Drive Ford Escape Hybrid road test test drive Ford Escape Hybrid test drive Escape Hybrid test drive 2008 Escape Hybrid Photos Ford Escape Hybrid pictures Ford Escape Hybrid photos Ford Escape Hybrid pics Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 50
  52. 52. Structure at a glanceCampaign Ford Escape Hybrid 2008 Ad Group Ford Escape About Ford Escape Hybrid SUV Keywords Ford Escape Hybrid exterior Ford Escape Hybrid accessories Ford Escape Hybrid options Ford Escape Hybrid Ad The Most Fuel Efficient SUV On The Planet. With No Compromise. www. Ford.ca Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 51
  53. 53. 3. Set bid amount and daily budget•Select daily spending limit - $5 - $50•Questions to ask yourself: o What are my profit margins? o How much do I want to pay for every lead? o What kind of conversion goals do I have? o How much “mad money” do I have to experiment with? o My tip: start with a small campaign until you get comfortable with the process•Cool tool: o Cost per Customer Acquired Calculator o http://www.roi-web.com/calculator.shtml Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 52
  54. 54. 4. Create your ad•Made up of title, description and URL•40 character limit: title•70 character limit: description•Tips: o Concise and factual o Precise o Not salesy o Strong call to action o URL should take people back to URL related to keywords Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 53
  55. 55. With so many advertisers out there, what determines my adranking? hotels Relevant More Relevant Super Hot Savings Hotels at The Travel Agency Hot deals on all 4 star ratings! Book your hotel here. Save up to 40% Click here for savings! on hotels at The Travel Agency. www.thetravelagency.com www.thetravelagency.com Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 54
  56. 56. 6. Track results and test! A tale of two ads with differentcopywriting Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 55
  57. 57. 6. Track your results – Daily performance report Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 56
  58. 58. 6. Track your results – keyword performance Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 57
  59. 59. Track clicks by geographic source Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 58
  60. 60. 6. After the click - Tracking your results – Other Tools to TrackConversions•Yahoo “Full Analytics” Analytics toolOR•Conversionruler.com•ClickTracks.com•WebTrends PRO Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 59
  61. 61. Why Add Search to Your Service Portfolio?•Put your client where their customers can find them.•Low cost marketing service “staple” and steady stream of income•Relatively easy to administer OR have Yahoo! manage campaigns for you•Get analytics and learning that drive subsequent campaigns• If theyre not getting it from you, they may be getting it somewhere else.•Position yourself as technology solutions leader for your clients. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 60
  62. 62. THANK YOU Questions? Contact : adina@yahoo-inc.com ca-advertise@yahoo-inc.com SMB search site: http://tinyurl.com/4nk8ev Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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