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SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
 

SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation

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  • Ad Definition: The marketing message displayed to prospective customers. An ad contains a title, description, and URL. Search Engine Definition: A web site that searches other web sites for specified keywords and returns a list of the sites where the keywords were found. Typically, a search engine works by sending out "spiders" to explore as many web sites as possible. Another tool, called an indexer, then reads the web site information and creates an index based on the words contained on each site. Each search engine uses a proprietary algorithm to create its index so that, ideally, only meaningful results are returned for each keyword query. Search Engine components The crawl The index Runtime system – interface for the user. Manages relevance and ranking How does search work? Search engine connects your query to a database it has created of web pages, an index. It then produces a list of URL s it believes are relevant. Rank the Matches – performed by a ranking algorithm . Paid placement Inclusion guarantees the site has been catalogued by engine which consults a database of submitted listings from advertisers.
  • Ad Definition: The marketing message displayed to prospective customers. An ad contains a title, description, and URL. Search Engine Definition: A web site that searches other web sites for specified keywords and returns a list of the sites where the keywords were found. Typically, a search engine works by sending out "spiders" to explore as many web sites as possible. Another tool, called an indexer, then reads the web site information and creates an index based on the words contained on each site. Each search engine uses a proprietary algorithm to create its index so that, ideally, only meaningful results are returned for each keyword query. Search Engine components The crawl The index Runtime system – interface for the user. Manages relevance and ranking How does search work? Search engine connects your query to a database it has created of web pages, an index. It then produces a list of URL s it believes are relevant. Rank the Matches – performed by a ranking algorithm . Paid placement Inclusion guarantees the site has been catalogued by engine which consults a database of submitted listings from advertisers.
  • Yahoo! is not only following the global internet patterns, we are helping to drive this growth. In fact, in some emerging countries the internet is synonymous with Yahoo! 71% Worldwide Reach / #1 in U.S. 1 in every 8 minutes on the internet is spent on Yahoo! 260 minutes per visitor per month globally Total global monthly page views: 143B Average global daily network reach: 164M
  • Yahoo! is not only following the global internet patterns, we are helping to drive this growth. In fact, in some emerging countries the internet is synonymous with Yahoo! 71% Worldwide Reach / #1 in U.S. 1 in every 8 minutes on the internet is spent on Yahoo! 260 minutes per visitor per month globally Total global monthly page views: 143B Average global daily network reach: 164M
  • Yahoo! is not only following the global internet patterns, we are helping to drive this growth. In fact, in some emerging countries the internet is synonymous with Yahoo! 71% Worldwide Reach / #1 in U.S. 1 in every 8 minutes on the internet is spent on Yahoo! 260 minutes per visitor per month globally Total global monthly page views: 143B Average global daily network reach: 164M
  • Distribution overview: Display advertiser listings across all of these leading Australian search engines. Any questions at this point???

SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation Presentation Transcript

  • Carl Bellamy Yahoo! Search Marketing - Small Business SME Tech Summit 2009
  • Agenda
    • What is Search Engine Marketing? (SEM / PPC)
    • How does it work?
    • What are some of the sites my ad’s appear on?
    • What can SEM do for my business?
    • Case Study – LawLive Australia.
    • SEM is essentially a way of advertising your website on search engine results pages (in the sponsored result listing.)
    • You don’t go looking for customers, they find you!
    • You only pay when someone clicks on your ad!
    What is Search Engine Marketing? (SEM / PPC)
  • How does it work?
  • Sources: Yahoo! Internal data Show me some examples…
  • Sources: Yahoo! Internal data Yahoo!7 example… Organic, Natural Search Results, SEO Paid Search Results, SEM, PPC
  • Sources: Yahoo! Internal data Organic, Natural Search Results, SEO Bing example… Paid Search Results, SEM, PPC
  • What are some of the sites my ad’s appear on?
  • What can SEM do for my business?
    • SEM offers you an easy and powerful way to connect with customers who are already interested in your product / service.
    • SEM provides you with a Pay for performance advertising medium.
    • SEM is a fully measurable advertising option in the tough economic climate.
  • Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved Introducing Stuart Milne Operations Manager for LawLive Australia
  • CPC Case Study: www.LawLive.com.au SME Technology Summit 2009 Stuart Milne LawLive
  • Agenda
    • What is LawLive?
    • Account Structure
    • Campaign Management
    • Results
    • Q & A
  • What is LawLive?
    • Legal Contracts & Documents Online
    • Find your Document
    • Answer Questions
    • Document is Customised & Delivered
    NO COMPROMISE ON QUALITY
    • Campaign
      • Ad Group
        • Keywords
    Account Structure Budgets and Preferences The advertisements users see The words users search on Basic Structure Keep it simple
  • Account Structure LawLive Example Document Category (Campaign) Sub-Categories (Ad Groups) Keywords Casual employee agreement Casual employee contract Casual employee contracts Casual employee policy Casual employment agreement Casual employment agreements Casual employment contracts Casual Employment Documentation Casual employment form Casual work agreement documents Casual employment templates Casual employment
    • Reporting Metrics
      • Impressions
      • Clicks
      • Click Through Rate (CTR)
      • Cost per Click (CPC)
      • Average Position
      • Conversions
    Campaign Management TEST, TEST & TEST
    • Drivers
      • Keywords
      • Advertisement
      • Relevance
      • Bid
      • Landing Page
      • Site Content
    • Average Results
      • CPC between $0.02 and $2.00
      • Between 2% and 21% CTR
    • Document Price = $60 * 6 Conversions = $360 (Ex GST)
    • Advertising cost = $90.11 (Ex GST)
    • ROI is equal to 3.99
    • #1 provider in Australia, New Zealand and South Africa*
      • *as ranked by Alexa
    • Reduce Guess Work
      • Take the lessons you learn to other marketing activities
    Results
  • Questions Question Time