Search Marketing April 29, 2010
Background <ul><li>Mizzou graduate – Class of 2004 </li></ul><ul><li>Dual Major in Advertising and Statistics </li></ul><u...
What we will Lean Today <ul><li>Building a Search Marketing Campaign </li></ul><ul><ul><li>Keyword Research </li></ul></ul...
Keyword Research <ul><li>It all starts here … </li></ul><ul><li>Identify relevant keywords </li></ul><ul><li>Quickly see d...
Google’s Anatomy <ul><li>Set up an account with Google </li></ul><ul><li>Write ads and bid on keywords </li></ul><ul><li>S...
Advertisement Optimization Track, Tweak, Refine, Optimize <ul><li>Click Thru Rate (CTR) </li></ul><ul><li>Cost Per Click (...
Google’s Anatomy <ul><li>Free-ish </li></ul><ul><li>Determined by Algorithm </li></ul><ul><ul><li>age of website </li></ul...
On Page Optimization – Source Code <ul><li>Actual words on the page </li></ul><ul><li>Site architecture </li></ul><ul><li>...
Off Page Optimization - Links <ul><li>Textbooks.com – 1094 links </li></ul><ul><li>Half.com – 659 links </li></ul><ul><li>...
Beyond Search … Build a Community   Blog  Social Networks  Email Marketing  Viral Marketing
Lead Generation <ul><li>Online Customer Acquisition </li></ul><ul><li>Identified as one of the biggest growth areas in onl...
Lead Generation
Lead Generation – Lead Quality <ul><li>Can be referred to as Lead Score </li></ul><ul><li>Determines Likelihood of Convers...
Conversion Optimization <ul><li>What to do with visitors to your site. </li></ul><ul><li>Improving your website conversion...
Conversion Rate Optimization <ul><li>Converting at 5% </li></ul><ul><li>500 Visitors per month </li></ul><ul><li>25 Leads ...
Conversion Optimization Our website in 2005
Conversion Optimization Our website in 2007
Conversion Optimization Our website in 2010
What You’ve Learned Today <ul><li>Building an Online Campaign </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><u...
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Search Marketing at Mizzou

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Search Marketing at Mizzou

  1. 1. Search Marketing April 29, 2010
  2. 2. Background <ul><li>Mizzou graduate – Class of 2004 </li></ul><ul><li>Dual Major in Advertising and Statistics </li></ul><ul><li>First job in 2004 out of school was for ShowMeTickets.com </li></ul><ul><li>Marketing team began work on VA Mortgage Center.com </li></ul><ul><ul><li>5 employees </li></ul></ul><ul><ul><li>Some web exposure </li></ul></ul><ul><ul><li>Generating roughly 20 online leads per week </li></ul></ul><ul><li>Drive traffic to the Website </li></ul><ul><li>How to Convert Visitors on your Website </li></ul>Enter Search Marketing & Lead Generation Fast Forward 5 Years … <ul><li>Number 1 provider of VA Loans Nationwide </li></ul><ul><li>300+ employees in 7 states </li></ul><ul><li>Annual revenue over $30MM </li></ul>
  3. 3. What we will Lean Today <ul><li>Building a Search Marketing Campaign </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Google - Organic vs Paid Search </li></ul></ul><ul><ul><li>Paid Search Optimization </li></ul></ul><ul><ul><li>Organic Search Optimization </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Conversion Rate Optimization </li></ul></ul>
  4. 4. Keyword Research <ul><li>It all starts here … </li></ul><ul><li>Identify relevant keywords </li></ul><ul><li>Quickly see demand and volume </li></ul><ul><li>Very first step in site planning </li></ul><ul><li>To an online marketer, this might be the first step in planning a new business </li></ul>https://adwords.google.com/select/KeywordToolExternal To a search marketer, every single phrase in an opportunity to acquire traffic and make money, from ‘textbooks’, to ‘tickets’ to ‘mortgage’
  5. 5. Google’s Anatomy <ul><li>Set up an account with Google </li></ul><ul><li>Write ads and bid on keywords </li></ul><ul><li>Set max bid </li></ul><ul><li>Pay when someone clicks on your ad </li></ul>Paid Ads Pros & Cons <ul><li>Can be a way to quickly test interest </li></ul><ul><li>Affordable </li></ul><ul><li>Long term can get expensive </li></ul>
  6. 6. Advertisement Optimization Track, Tweak, Refine, Optimize <ul><li>Click Thru Rate (CTR) </li></ul><ul><li>Cost Per Click (CPC) </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Cost Per Acquisition (CPA) </li></ul><ul><li>Keywords and negative keywords </li></ul>Annualized, Ad 1 will yield 576 more leads and cost $9,000 less! Ad 1 Ad 2
  7. 7. Google’s Anatomy <ul><li>Free-ish </li></ul><ul><li>Determined by Algorithm </li></ul><ul><ul><li>age of website </li></ul></ul><ul><ul><li>on the page factors </li></ul></ul><ul><ul><li>back links </li></ul></ul>Organic, Algorithmic Results <ul><li>Not Really Free </li></ul><ul><li>Takes a long time to obtain </li></ul><ul><li>Hard to obtain </li></ul><ul><li>Often competing against established sites </li></ul>Pros & Cons
  8. 8. On Page Optimization – Source Code <ul><li>Actual words on the page </li></ul><ul><li>Site architecture </li></ul><ul><li>Page <title> </li></ul><ul><li>Meta tags </li></ul><ul><li>Spiders ignore images & Flash </li></ul>Spiders index content If it is not in the source code when you “View Source” a search engine can’t see it.
  9. 9. Off Page Optimization - Links <ul><li>Textbooks.com – 1094 links </li></ul><ul><li>Half.com – 659 links </li></ul><ul><li>BN.com – 140 links </li></ul><ul><li>Abes – 660 links (poor quality) </li></ul>Yahoo Site Explorer http://siteexplorer.search.yahoo.com/ Ranking for “textbooks” Link text helps determine relevancy “Find Chuck Norris” To determine the importance of a page, we first need to know the importance of all the pages linking to it
  10. 10. Beyond Search … Build a Community Blog Social Networks Email Marketing Viral Marketing
  11. 11. Lead Generation <ul><li>Online Customer Acquisition </li></ul><ul><li>Identified as one of the biggest growth areas in online marketing. </li></ul>“ Sign Ups” for Newsletters, Emails, More information. A request to be contacted
  12. 12. Lead Generation
  13. 13. Lead Generation – Lead Quality <ul><li>Can be referred to as Lead Score </li></ul><ul><li>Determines Likelihood of Conversion </li></ul><ul><li>“Home Loan” is much more likely to result in a profitable sale. </li></ul>Phrase - “Home Loan” Ave Credit: Good Ave Home Value: $300,000 When: Within a Month Phrase - “Loan” Ave Credit: Fair Ave Home Value: $120,000 When: Over 6 Months
  14. 14. Conversion Optimization <ul><li>What to do with visitors to your site. </li></ul><ul><li>Improving your website conversion can exponentially increase your profits, with almost no added expenses. </li></ul><ul><li>Give your visitors a path to find the information they need. </li></ul><ul><li>Guide visitors into taking the desired action on your site. </li></ul>
  15. 15. Conversion Rate Optimization <ul><li>Converting at 5% </li></ul><ul><li>500 Visitors per month </li></ul><ul><li>25 Leads a Month </li></ul><ul><li>A lead is worth $10 </li></ul><ul><li>Revenue = $250 </li></ul><ul><li>Profit = $100 </li></ul><ul><li>Converting at 10% </li></ul><ul><li>500 Visitors per month </li></ul><ul><li>50 Leads a Month </li></ul><ul><li>A lead is worth $10 </li></ul><ul><li>Revenue = $500 </li></ul><ul><li>Profit = $350 </li></ul>You’ve doubled your revenue with no additional expenses! Two Websites
  16. 16. Conversion Optimization Our website in 2005
  17. 17. Conversion Optimization Our website in 2007
  18. 18. Conversion Optimization Our website in 2010
  19. 19. What You’ve Learned Today <ul><li>Building an Online Campaign </li></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Google’s Anatomy - Organic vs Paid </li></ul></ul><ul><ul><li>Paid Search Optimization </li></ul></ul><ul><ul><li>Organic Search Optimization </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Conversion Rate Optimization </li></ul></ul>
  20. 20. Open Discussion

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