SEM in 2013 & Beyond

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SEM in 2013 & Beyond

  1. 1. SEM in 2013 & Beyond Proven Ways to Increase Visibility, and Generate Leads BMA Milwaukee Morning Workshop: June, 2013
  2. 2. I n t r o d u c t i o n s •  Anthony Piwarun •  Search Engine Marketing Manager •  5 years of SEM experience •  Local clients: – Wheaton Franciscan – Johnson Controls – Associated Bank
  3. 3. I n t r o d u c t i o n s •  Cassy McClure •  Senior Search Marketing Specialist •  4+ years SEM experience •  Key accounts: –  MOSH –  Wacker Neuson –  CCH Group –  Fisheries Supply
  4. 4. I n t r o d u c t i o n s •  Allie Kelly •  Senior Search Marketing Specialist •  4 years SEM experience •  Key Accounts: – ASQ – Generac – Johnson Controls
  5. 5. ANN ARBOR, MI MILWAUKEE, WI A b o u t Z e o n S o l u t i o n s Founded in 2003 HQ Milwaukee, WI Merged with Grand River January 2012
  6. 6. ENTERPRISE E-COMMERCE ENTERPRISE CMS DIGITAL MARKETING DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES For more than 10 years, Zeon Solutions has successfully delivered enterprise-scale, effectively-designed custom applications and e-business solutions on time and within budget for customers worldwide. Our broad range of services include: Development & Design •  Customization & Support •  Mobile & Search Marketing
  7. 7. 24 7350+Worldwide Employees Development & Support Global Delivery Model MILWAUKEE, WI SEATTLE, WA ANN ARBOR, MI BOSTON, MA NAGPUR A b o u t Z e o n S o l u t i o n s
  8. 8. Recognized as one of the fastest growing private companies in North America by Inc. 500 ‣  Four-time honoree ‣  6th in IT/e-commerce segment in 2010 ‣  90th in IT services in 2011 Recognized as a Future 50 company by Metro Milwaukee Association of Commerce (MMAC) - 2008, 2009, 2011; Earned Master Mettle Award. Recognized as a Fastest Growing Firm by Milwaukee Business Journal – 2011, 2012 A b o u t Z e o n S o l u t i o n s
  9. 9. S e l e c t e d S E M C l i e n t s
  10. 10. •  Quick Poll •  Background •  What is SEM? •  Convergence of Media •  Alignment •  Case Study •  Q&A Agenda
  11. 11. Q u i c k P o l l
  12. 12. •  How many of you know what Search Engine Marketing is? •  How many of you know what SEO is? •  PPC? •  What are Panda & Penguin? Show of hands…
  13. 13. W h a t i s S E M ?
  14. 14. W h a t i s S E M ?
  15. 15. W h a t i s S E M ? ( c o n t . )
  16. 16. W h a t i s S E M ? ( c o n t . )
  17. 17. S E M i n a N u t s h e l l ( P P C ) •  Paid Search –  Paid visibility using keyword-based auction system •  Pay by volume impressions or clicks •  Target via keywords, audience demographics, etc. –  Channels include •  Display advertising on Google Display Network •  Product Listing Ads (PLA’s) via Google AdWords •  Social Advertising on Facebook, LinkedIn, Twitter & YouTube –  Quick turnaround for fast visibility and testing –  Gives insight into search behavior for long-term organic search strategy development
  18. 18. S E M i n a N u t s h e l l ( S E O ) •  Organic Search –  Organic (Free) visibility based on •  Relevance: is content on your website relevant enough to match the searcher’s query? •  Trust: what type of industry are in? Are you in a bad neighborhood? •  Authority: Quality links, citations, and social mentions –  Building up relevance through content, and trust / authority via link building, social media engagement and citation acquisition takes time –  SEO never ends… it’s constantly evolving
  19. 19. W h y i s S E M I m p o r t a n t ?
  20. 20. W h y i s S E M I m p o r t a n t ? 85% of internet sessions begin on a search engine
  21. 21. W h y i s S E M I m p o r t a n t ? 73% of all clicks occur in the top four search results
  22. 22. W h y i s S E M I m p o r t a n t ? $26.8b Estimated value of SEM industry by end of CY 2013; continued growth in YOY revenue
  23. 23. S E M : B a c k i n t h e D a y •  A realized opportunity – Somewhat spammy… •  SEO – Heavy on-page – Unnatural off-page •  PPC – Less control
  24. 24. H o w S e a r c h H a s C h a n g e d •  Changes in user behavior – Mid/long-tail keyword searches – Mobile & tablet devices – Social media •  Blended search results •  Multi-channel funnel tracking •  Website engagement activities – Downloads, external links, pageviews, etc.
  25. 25. H o w O r g a n i c S e a r c h H a s C h a n g e d •  Organic Search –  Content is king! –  Return high-quality sites to top of SERPs •  Panda (February 2011) –  Penalizing “low-quality sites” & “thin sites” •  Penguin (April 2012) –  Penalize websites using manipulative techniques for high rankings »  Keyword stuffing, cloaking, duplicate content
  26. 26. H o w P a i d S e a r c h H a s C h a n g e d •  Paid Search – Enhanced campaigns •  Sitelinks, call extensions, etc. – Experiments – Keyword research tools for multi-devices – Remarketing – Shopping
  27. 27. C o n v e r g e n c e I n t e g r a t i o n o f P a i d , O w n e d & E a r n e d M e d i a
  28. 28. C o n v e r g e d M e d i a PAID MEDIA ü  social ads ü  online ads ü  paid search
  29. 29. C o n v e r g e d M e d i a PAID MEDIA ü  social ads ü  online ads ü  paid search EARNED MEDIA ü  organic search ü  press mentions ü  social mentions
  30. 30. C o n v e r g e d M e d i a PAID MEDIA ü  social ads ü  online ads ü  paid search EARNED MEDIA ü  organic search ü  press mentions ü  social mentions OWNED MEDIA ü  branded search ü  corporate publications
  31. 31. C o n v e r g e d M e d i a CONVERGED MEDIA OWNED MEDIA ü  branded search ü  corporate publications EARNED MEDIA ü  organic search ü  press mentions ü  social mentions PAID MEDIA ü  social ads ü  online ads ü  paid search
  32. 32. A l i g n m e n t
  33. 33. •  Benefits of alignment – Utilizing core strengths – Shared media schedule – Complimentary targeting methods – Consistent advertising messages A g e n c y / I n - H o u s e A l i g n m e n t
  34. 34. •  Shared Media Calendars – Integrated campaigns – Boost visibility with offline media – Ensure measurability with baseline measurements A g e n c y / I n - H o u s e A l i g n m e n t
  35. 35. •  Subject matter expert 1x1’s – As search engine marketers, we *need* to be subject matter experts – SME interviews allow marketers to gain invaluable insight in an “open mic” setting A g e n c y / I n - H o u s e A l i g n m e n t
  36. 36. •  Status meetings (internal & external) – Scheduling monthly in-person meetings allow us to illustrate progress and speak to what we’ve done to move the needle – Meeting with internal teams (in-house or agency) allow marketers to align and prioritize A g e n c y / I n - H o u s e A l i g n m e n t
  37. 37. M e t r i c s B e h i n d t h e M a d n e s s •  Agree upon KPIs – Ensure they are measurable •  Campaign-specific KPIs •  Campaign-specific reporting
  38. 38. M e t r i c s B e h i n d t h e M a d n e s s : O r g a n i c •  Off-site – Link inventory – Search visibility •  Rankings •  Keywords driving visits •  Landing pages receiving traffic •  On-site (actual traffic) – Engagement – Conversions
  39. 39. M e t r i c s B e h i n d t h e M a d n e s s : P a i d •  Off-site – Visibility among competitors •  Impression share, impressions, average position, etc. – Activity and quality •  CTR, “Quality Score,” average cpc, etc. •  On-site – Engagement – Conversions
  40. 40. C a s e S t u d y
  41. 41. C a s e S t u d y •  Began working with Wheaton Franciscan in July 2012 to increase visibility in search through both SEO and PPC Management •  Campaign-based approach on hospitals, service offerings, and locations •  Search marketing efforts closely tied to offline media buys •  Idea was to increase awareness in search when potential patients would see an offline ad
  42. 42. C a s e S t u d y : O r g a n i c S e a r c h •  Goal for WFMG from an organic perspective was to increase non-branded search traffic to the site as a whole •  Campaign-specific integrated digital marketing also a top priority •  Traffic baseline and benchmarks established prior to activities to ensure measurability
  43. 43. C a s e S t u d y : O r g a n i c ( c o n t . ) Four Step SEO Approach
  44. 44. C a s e S t u d y ( c o n t . ) •  MOSH – Main objectives •  Visibility •  Lead Generation – Requirements •  Geographical locations •  Demographics •  Budget
  45. 45. C a s e S t u d y A p p r o a c h •  MOSH Approach – Target core areas •  Brand •  Physicians •  Services – Testing •  Keywords •  Ad copy •  Landing pages •  Enhanced targeting  
  46. 46. C a s e S t u d y A p p r o a c h ( c o n t . ) •  MOSH Visibility Results – Top 3 ad positions on Google – 90%+ average impression share – Paid search increased traffic to website 17% in first month •  2-4% incremental increases each month following account launch – Bounce rate lower than website average – Average # pageviews higher than website average
  47. 47. C a s e S t u d y A p p r o a c h ( c o n t . ) •  MOSH Lead Generation Results – Phone lead measurement •  77% - 84% of monthly lead generation – Form submissions •  Physician appointment request forms launched •  On average, 400% increase in form submissions – Average cost-per-acquisition exceeding expectations
  48. 48. C a s e S t u d y A p p r o a c h ( c o n t . ) •  PPC Advertising – Where? •  Start on Google SERPs – When? •  Work alongside other marketing initiatives – What? •  Service offering by entity – How •  Leverage enhanced targeting •  Perform ongoing testing
  49. 49. C a s e S t u d y A p p r o a c h ( c o n t . ) •  Worked alongside marketing initiatives – Media calendar – SEO insights – Internal experts
  50. 50. C a s e S t u d y A p p r o a c h ( c o n t . ) •  Leverage enhanced targeting – Location targeting – Day parting – Phone call extensions – Sitelink extensions
  51. 51. C a s e S t u d y A p p r o a c h ( c o n t . ) •  Perform ongoing testing – Ad copy – Location targeting – Mobile variations – Interface features
  52. 52. C a s e S t u d y A p p r o a c h ( c o n t . ) •  Test results and ongoing management resulting in… – Growing off-site and on-site engagement – Full impression share – Driving force for new traffic
  53. 53. K e y T a k e a w a y s
  54. 54. K e y T a k e a w a y s •  Alignment •  Integration •  Strategy •  Training •  Evangelism
  55. 55. Q u e s t i o n s ?
  56. 56. Thank You! Email any questions to: Anthony.Piwarun@ZeonSolutions.com

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