Search is a critical marketing element both from a research perspective as well as a marketing tactic.
The better we can integrate into the marketing mix the wider the adoption into the marketing organization we will have.
Traditional Budget Setting Methods Affordable Setting the Budget at the Level the Company Thinks They Can Afford. Percent of Sales Setting Promotion Budget at a Certain % of Current or Forecasted Sales Competitive Parity Setting the Budget to Match Competitors’ Outlay Objective or Task Setting Promotion Budget by Defining Objectives, Tasks & Costs.
Search Budget Setting Methods SWAG “ Scientific Wild Ass Guess” Cost Per Action Mathematically derived budget based on allowable Keyword Dominance A budget based around ownership of specific keywords & share of voice Objective or Task Setting Promotion Budget by Defining Objectives, Tasks & Costs.
Successful Recession Budgeting Increased Budget Closes a Gap Compliments Current Activities Demonstrated Conversions
Most execs rise to the challenge of being beaten by competition
Show examples of successful affiliates
Are your affiliates beating you on your own products?
Develop missed opportunity matrix
How many searches for each term?
What is the expected revenue that your competition now gets?
Budget Allocation By Segment Objective: Spend the most money where you can get the highest return Conversion Rate Estimations 1% 3-5%+ 2-5% # of terms Up to 50 terms 5,000 – 50,000 terms 100 – 500 terms CPC Expensive Moderate to Expensive Inexpensive Learn Buy Shop Search Volume High Low Medium Keywords
Show the Gap 300k searches $1.125M Sales (3% conversion rate) (5% click through) ($2.5K average trans.) Total Budget - $50,000 150 critical “Buy Phase” Keyword phrases – Zero Exposure
Show the Gap Show “Easy Fix” Issues that will have immediate impact Search Phrase: Ford SUV Search Phrase: Ford truck fuel efficiency
Help Marketers Understand the Impact Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement Topical Sites Blogs & News Sites Search placements are key to direct those who don’t know where to go after initial awareness Social Media Competition
Demonstrate Search Demand from TV Adverts Chart: Daily volume of Google.com searches on “rarget keywords)” originating from the US Event 1 Demand up 78% Event 2 Demand up 134% Event 3 Demand Up 134% Event 4 Demand up 217% Baseline: Dec. 12 – 18