Search Marketing for Advertising Reps A presentation for Physics Today Advertising Reps
What is Search Marketing (1/2) <ul><li>Leveraging high exposure in the search engines in order to drive  </li></ul><ul><ul...
SEO vs. PPC (1/3)
SEO vs. PPC (2/3)
SEO  vs.  PPC  (3/3) <ul><li>Higher share (80%) </li></ul><ul><li>Lends trust, credibility </li></ul><ul><li>Better long-r...
Industry Overview (1/2) <ul><li>PPC commands majority of measurable dollars </li></ul><ul><li>SEO growing faster than PPC,...
Industry Overview <ul><li>http://www.imediaconnection.com/news/10998.asp </li></ul><ul><li>http:// www.imediaconnection.co...
Online Advertising Trends <ul><li>Shift away from fixed pricing </li></ul><ul><ul><li>No longer cost per month or per impr...
About SEO:  How To <ul><li>Technical Factors </li></ul><ul><ul><li>Site structure </li></ul></ul><ul><ul><li>HTML Code </l...
About PPC:  How To <ul><li>Totally different than SEO </li></ul><ul><li>Setup campaign structure </li></ul><ul><li>Bid on ...
About PPC:  How To <ul><li>Setting up an AdWords campaign is easy </li></ul><ul><li>Can be difficult to produce good ROI <...
Case Studies <ul><li>SEM industry experiencing dramatic growth </li></ul><ul><ul><li>Google’s stock price </li></ul></ul><...
1) Crisis Management Firm <ul><li>6 month period </li></ul><ul><li>Approx $20,000 investment </li></ul><ul><li>Generated $...
2) Custom Uniform Manufacturer <ul><li>$500-1,000 cost per month </li></ul><ul><ul><li>$6,000-12,000 per year </li></ul></...
3) Tax Attorney <ul><li>Increases </li></ul><ul><ul><li>Visitors:  40 per month to 1,000 per month </li></ul></ul><ul><ul>...
4) Telecom. Distributor <ul><li>B2B E-Commerce Sales (wireless products) </li></ul><ul><li>PPC only campaign showing rough...
OriginLab, Inc. <ul><li>Banner Ad on PT site  </li></ul><ul><ul><li>37,000 impressions in Sept </li></ul></ul><ul><ul><li>...
SEO Link Building Details <ul><li>www.physicstoday.org  is a highly “trusted” site </li></ul><ul><li>Equivalent to dozens ...
Sell the SEM-Related Strengths <ul><li>Supplement, not competition or alternative </li></ul><ul><ul><li>Sell the SEO benef...
PT Advertising vs. SEO <ul><li>Can help an SEO campaign </li></ul><ul><li>Their main need is to build inbound links from h...
PT Advertising vs. PPC Advertising <ul><li>More direct competition than supplement </li></ul><ul><li>PPC looks to be more ...
New Challenges <ul><li>Reach the right people </li></ul><ul><ul><li>SEM agencies with clients in your market </li></ul></u...
Additional Selling Points <ul><li>Offer guidance re: tracking performance </li></ul><ul><ul><li>Many clients have tracking...
Suggestions <ul><li>“Results” as listed on PDF… results now means sales and leads, not just traffic… </li></ul><ul><li>Cur...
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  1. 1. Search Marketing for Advertising Reps A presentation for Physics Today Advertising Reps
  2. 2. What is Search Marketing (1/2) <ul><li>Leveraging high exposure in the search engines in order to drive </li></ul><ul><ul><li>website traffic </li></ul></ul><ul><ul><li>sales/leads </li></ul></ul><ul><ul><li>greater brand awareness </li></ul></ul><ul><li>aka Search Engine Marketing (SEM) </li></ul><ul><li>Includes both </li></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Sponsored Search Advertising (PPC) </li></ul></ul>
  3. 3. SEO vs. PPC (1/3)
  4. 4. SEO vs. PPC (2/3)
  5. 5. SEO vs. PPC (3/3) <ul><li>Higher share (80%) </li></ul><ul><li>Lends trust, credibility </li></ul><ul><li>Better long-run ROI </li></ul><ul><li>Less certainty of results </li></ul><ul><li>Much longer ramp-up time </li></ul><ul><li>More work involved </li></ul><ul><li>Mostly fixed costs </li></ul><ul><li>Quick to set up </li></ul><ul><li>Highly measurable </li></ul><ul><li>A/B testing-friendly </li></ul><ul><li>Doesn’t require significant changes to website </li></ul><ul><li>More targeting and flow-control options </li></ul><ul><li>Less volume potential </li></ul><ul><li>Can be very costly (easy to spend inefficiently) </li></ul><ul><li>Mostly variable costs </li></ul>
  6. 6. Industry Overview (1/2) <ul><li>PPC commands majority of measurable dollars </li></ul><ul><li>SEO growing faster than PPC, but still very small </li></ul><ul><li>Paid Search spend includes estimated agency fees plus ad costs paid to search engines </li></ul>
  7. 7. Industry Overview <ul><li>http://www.imediaconnection.com/news/10998.asp </li></ul><ul><li>http:// www.imediaconnection.com/news/10677.asp </li></ul><ul><li>http://www.searchenginelowdown.com/2006/01/online-ad-spending-on-rise-keyword.html </li></ul><ul><li>Firms are shifting offline advertising dollars to online marketing </li></ul><ul><ul><li>Pontiac </li></ul></ul><ul><ul><li>Foster’s Beer </li></ul></ul><ul><li>Online ad spend </li></ul><ul><ul><li>Up 32% vs. 2005 </li></ul></ul><ul><ul><li>$16.6 Billion </li></ul></ul><ul><li>SEM is best value </li></ul><ul><ul><li>More traffic </li></ul></ul><ul><ul><li>Lower cost per visitor </li></ul></ul>
  8. 8. Online Advertising Trends <ul><li>Shift away from fixed pricing </li></ul><ul><ul><li>No longer cost per month or per impressions </li></ul></ul><ul><ul><li>Now Cost Per Click (CPC) or Cost Per Action (CPA) </li></ul></ul><ul><ul><li>Affiliate programs, PPC Search Marketing, etc. </li></ul></ul><ul><li>Role of Banner Ads and Graphic Ads Changing </li></ul><ul><ul><li>Produce poor traffic volume </li></ul></ul><ul><ul><li>Seen more as a branding tool </li></ul></ul><ul><ul><li>Better at generating signups or downloads than sales or leads </li></ul></ul><ul><ul><li>Requires more management time than PPC networks </li></ul></ul>
  9. 9. About SEO: How To <ul><li>Technical Factors </li></ul><ul><ul><li>Site structure </li></ul></ul><ul><ul><li>HTML Code </li></ul></ul><ul><li>On-Page Factors </li></ul><ul><ul><li>Content </li></ul></ul><ul><li>Off-Page Factors </li></ul><ul><ul><li>Links = Credibility </li></ul></ul><ul><ul><ul><li>Quality </li></ul></ul></ul><ul><ul><ul><li>Relevance </li></ul></ul></ul><ul><ul><ul><li>Quantity </li></ul></ul></ul>
  10. 10. About PPC: How To <ul><li>Totally different than SEO </li></ul><ul><li>Setup campaign structure </li></ul><ul><li>Bid on keywords </li></ul><ul><ul><li>for which you want your ad to appear </li></ul></ul><ul><li>Create ad titles, descriptions and landing pages </li></ul><ul><li>Pay literally “per click” </li></ul><ul><ul><li>10 cents to 10 dollars per click or more </li></ul></ul><ul><li>Very conducive to testing and measurement </li></ul><ul><ul><li>“ Direct marketing on steroids” </li></ul></ul>
  11. 11. About PPC: How To <ul><li>Setting up an AdWords campaign is easy </li></ul><ul><li>Can be difficult to produce good ROI </li></ul><ul><ul><li>Easy to spend a lot </li></ul></ul><ul><ul><li>Some people track sales/leads, some don’t bother, some think they have a better ROI than they do </li></ul></ul><ul><li>Very data-driven, tangible </li></ul><ul><ul><li>Yet not overwhelming </li></ul></ul>
  12. 12. Case Studies <ul><li>SEM industry experiencing dramatic growth </li></ul><ul><ul><li>Google’s stock price </li></ul></ul><ul><ul><li>SEM firms growing, number increasing </li></ul></ul><ul><ul><li>More firms participating in the marketplace </li></ul></ul><ul><ul><ul><li>Shifting dollars from offline to online media </li></ul></ul></ul><ul><ul><li>Price inflation (PPC and SEO) </li></ul></ul><ul><li>“Search” is #1 online marketing method </li></ul><ul><ul><li>More traffic (60-70% of all internet traffic) </li></ul></ul><ul><ul><li>More actionable – “active” vs. “passive” visitor mindset </li></ul></ul>
  13. 13. 1) Crisis Management Firm <ul><li>6 month period </li></ul><ul><li>Approx $20,000 investment </li></ul><ul><li>Generated $500,000 traceable new business </li></ul><ul><li>Major media inquiries (PR) </li></ul><ul><ul><li>ABC World News Tonight </li></ul></ul><ul><ul><li>CBS Radio </li></ul></ul><ul><ul><li>New York Times </li></ul></ul>
  14. 14. 2) Custom Uniform Manufacturer <ul><li>$500-1,000 cost per month </li></ul><ul><ul><li>$6,000-12,000 per year </li></ul></ul><ul><ul><li>Reasonably low </li></ul></ul><ul><li>100 leads per month </li></ul><ul><li>20-30 sales per month </li></ul><ul><li>$150,000-250,000 resulting sales per year </li></ul><ul><ul><li>On only $6,000-12,000 ad cost </li></ul></ul>
  15. 15. 3) Tax Attorney <ul><li>Increases </li></ul><ul><ul><li>Visitors: 40 per month to 1,000 per month </li></ul></ul><ul><ul><li>Leads: <1 per month to 20-30 per month </li></ul></ul><ul><li>ROI </li></ul><ul><ul><li>Roughly 20 times SEM advertising costs </li></ul></ul>
  16. 16. 4) Telecom. Distributor <ul><li>B2B E-Commerce Sales (wireless products) </li></ul><ul><li>PPC only campaign showing roughly 15-20% positive ROI </li></ul><ul><ul><li>Revenue = $100 </li></ul></ul><ul><ul><li>CGS = $65 </li></ul></ul><ul><ul><li>Margin = $35 </li></ul></ul><ul><ul><li>PPC Ad Cost = $20 </li></ul></ul><ul><ul><li>Profit = $15 </li></ul></ul>
  17. 17. OriginLab, Inc. <ul><li>Banner Ad on PT site </li></ul><ul><ul><li>37,000 impressions in Sept </li></ul></ul><ul><ul><li>CTR around 0.1% </li></ul></ul><ul><ul><li>40 clicks in Sept </li></ul></ul><ul><ul><li>$3,000/quarter </li></ul></ul><ul><ul><ul><li>$1,000/month </li></ul></ul></ul><ul><li>PPC Comparison </li></ul><ul><ul><li>Fewer impressions needed </li></ul></ul><ul><ul><li>CTR likely 1.0% to 5.0% </li></ul></ul><ul><ul><li>No flat monthly fee </li></ul></ul><ul><ul><li>40 clicks for $20 to $80 in any time period </li></ul></ul><ul><ul><li>“ Buyers” rather than “browsers” </li></ul></ul>
  18. 18. SEO Link Building Details <ul><li>www.physicstoday.org is a highly “trusted” site </li></ul><ul><li>Equivalent to dozens of average links </li></ul><ul><li>Measurable via: </li></ul><ul><ul><li>Alexa ranking is 145,000 (approx) </li></ul></ul><ul><ul><li>Google PR is 8/10… WOW! </li></ul></ul><ul><ul><li>Over 10,000 pages indexed </li></ul></ul><ul><ul><li>Over 20,000 total inbound links </li></ul></ul><ul><ul><ul><li>1,860 .edu links </li></ul></ul></ul><ul><ul><ul><li>118 .gov links </li></ul></ul></ul><ul><li>(Compare with Physics Today competitors) </li></ul>
  19. 19. Sell the SEM-Related Strengths <ul><li>Supplement, not competition or alternative </li></ul><ul><ul><li>Sell the SEO benefit </li></ul></ul><ul><li>Text links </li></ul><ul><ul><li>from PT site to advertiser’s site </li></ul></ul><ul><ul><li>helps boost organic Google rankings (SEO) </li></ul></ul><ul><ul><li>should be able to sell for more than $250 per month </li></ul></ul><ul><ul><li>possibly sell presell pages? (see next slide) </li></ul></ul><ul><li>Hyperlink in buyer’s guide </li></ul><ul><ul><li>great value to those in the SEO field </li></ul></ul>
  20. 20. PT Advertising vs. SEO <ul><li>Can help an SEO campaign </li></ul><ul><li>Their main need is to build inbound links from highly trusted & relevant sites </li></ul><ul><li>Could offer a full profile page </li></ul><ul><ul><li>Presell pages </li></ul></ul><ul><ul><li>Hosted marketing pages </li></ul></ul><ul><ul><li>Can sell at higher rate than Text Link Ads </li></ul></ul>
  21. 21. PT Advertising vs. PPC Advertising <ul><li>More direct competition than supplement </li></ul><ul><li>PPC looks to be more cost-effective than PT </li></ul><ul><ul><li>Better for traffic (clicks) </li></ul></ul><ul><ul><li>Better for sales/leads/actions </li></ul></ul><ul><ul><li>More transaction and action based </li></ul></ul><ul><li>Banner ads are better for branding and brand awareness building </li></ul><ul><ul><li>PPC can only reach those who are actively looking </li></ul></ul><ul><ul><li>Much more control over the ad’s message, style, etc. </li></ul></ul>
  22. 22. New Challenges <ul><li>Reach the right people </li></ul><ul><ul><li>SEM agencies with clients in your market </li></ul></ul><ul><ul><li>Often the clients themselves may not understand </li></ul></ul><ul><ul><li>Of clear tremendous value to those who understand SEO (small group) </li></ul></ul><ul><ul><li>Ask for their SEO person or Webmaster </li></ul></ul><ul><li>New advertising methods </li></ul><ul><ul><li>More content-based or contextual ads, reviews, etc. </li></ul></ul><ul><ul><li>Look at other ad programs </li></ul></ul><ul><ul><ul><li>Google AdSense </li></ul></ul></ul><ul><ul><ul><li>Text Link Ad brokers </li></ul></ul></ul><ul><li>Accountable, measurable marketing </li></ul>
  23. 23. Additional Selling Points <ul><li>Offer guidance re: tracking performance </li></ul><ul><ul><li>Many clients have tracking setup for PPC or other campaigns </li></ul></ul><ul><ul><li>Can likely use tracking URLs to measure PT ad performance in producing sales, leads </li></ul></ul>
  24. 24. Suggestions <ul><li>“Results” as listed on PDF… results now means sales and leads, not just traffic… </li></ul><ul><li>Current PDF has a “print” feel. Price in terms of months instead of quarters. </li></ul>
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