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"Planning, Budgeting and  Keeping Exploration Alive" 212 New York 2009 Presented by: Bill Hunt May 13, 2009
Agenda <ul><li>Making the Case for Funding </li></ul><ul><li>Creative Budget Options </li></ul><ul><li>Integration into Ma...
Search in the Marketing Mix <ul><li>Search is a critical marketing element both from a research perspective as well as a m...
Traditional Budget Setting Methods Affordable Setting the Budget at the Level the Company Thinks They  Can Afford. Percent...
Search Budget Setting Methods SWAG “ Scientific Wild Ass Guess” Cost Per Action Mathematically derived budget based on all...
Successful Recession Budgeting Increased Budget Closes a Gap Compliments Current Activities Demonstrated Conversions <ul><...
Selling your budget to Management <ul><li>We will spend wisely & effectively </li></ul><ul><li>How it will close a Gap or ...
“ We’ll spend the money well” <ul><li>We will experiment with small amounts of money  </li></ul><ul><ul><li>We can buy buy...
Competitive Forces <ul><li>Show competitor’s ads </li></ul><ul><ul><li>Most execs rise to the challenge of being beaten by...
Budget Allocation By Segment Objective: Spend the most money where you can get the highest return Conversion Rate Estimati...
Missed Opportunity Matrix
Show the Gap 300k searches $1.125M Sales (3% conversion rate) (5% click through) ($2.5K average trans.) Total Budget - $50...
Show the Gap Show “Easy Fix” Issues that will have immediate impact  Search Phrase:  Ford SUV Search Phrase:  Ford truck f...
Help Marketers Understand the Impact Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Wor...
Makes Display More Effective <ul><li>Better brand awareness </li></ul><ul><ul><li>Visitors have 60% greater recall of site...
Demonstrate Search Demand from TV Adverts Chart:  Daily volume of Google.com searches on “rarget keywords)” originating fr...
What happened when?  <ul><li>16/20 highest CPC terms had Top 4 ranking </li></ul><ul><li>8/20 highest CPC terms converted ...
What happened when?  <ul><li>Tested subject lines with PPC </li></ul><ul><ul><li>220% increased open rate  </li></ul></ul>...
What happened when?  <ul><li>Click rate on PPC/Organic results increased 85% </li></ul><ul><li>Bounce rate decreased from ...
Tips for getting your SEM Budget <ul><li>There is rarely any “NEW MONEY” so give sold justification of what should be cut ...
<ul><li>Group Discussion </li></ul>
<ul><li>Contact </li></ul>Now to May 29 th   Bill Hunt  CEO, Global Strategies  [email_address]   Twitter: billhunt After ...
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Hunt 212 Nyc

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Creative ways to convince your managers you should allocate more money to search marketing activities.

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  • Transcript of "Hunt 212 Nyc"

    1. 1. &quot;Planning, Budgeting and Keeping Exploration Alive&quot; 212 New York 2009 Presented by: Bill Hunt May 13, 2009
    2. 2. Agenda <ul><li>Making the Case for Funding </li></ul><ul><li>Creative Budget Options </li></ul><ul><li>Integration into Master budget </li></ul><ul><li>Group Discussion </li></ul>
    3. 3. Search in the Marketing Mix <ul><li>Search is a critical marketing element both from a research perspective as well as a marketing tactic. </li></ul><ul><li>The better we can integrate into the marketing mix the wider the adoption into the marketing organization we will have. </li></ul>
    4. 4. 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.
    5. 5. 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.
    6. 6. Successful Recession Budgeting Increased Budget Closes a Gap Compliments Current Activities Demonstrated Conversions <ul><ul><li>Motivating management to want to spend on search </li></ul></ul>
    7. 7. Selling your budget to Management <ul><li>We will spend wisely & effectively </li></ul><ul><li>How it will close a Gap or Missed Opportunity </li></ul><ul><li>How it will compliment Campaign Goals & exceed Objectives </li></ul><ul><li>How you can show desired actions </li></ul><ul><li>Do activities in advance with little to no expense to demo the concept </li></ul><ul><li>Don’t Compare to other marketing tactics lesser performance </li></ul><ul><li>Don’t box in or embarrass the CMO </li></ul>
    8. 8. “ We’ll spend the money well” <ul><li>We will experiment with small amounts of money </li></ul><ul><ul><li>We can buy buy-cycle keyword phrases at lower Cost Per Click </li></ul></ul><ul><ul><li>Paid & Organic Synergies </li></ul></ul><ul><li>We will measure constantly </li></ul><ul><ul><li>We will drop poor performing keywords </li></ul></ul><ul><ul><li>We will increase spend on what is working </li></ul></ul><ul><ul><li>Monitor Collaboration with other tactics </li></ul></ul>
    9. 9. Competitive Forces <ul><li>Show competitor’s ads </li></ul><ul><ul><li>Most execs rise to the challenge of being beaten by competition </li></ul></ul><ul><li>Show examples of successful affiliates </li></ul><ul><ul><li>Are your affiliates beating you on your own products? </li></ul></ul><ul><li>Develop missed opportunity matrix </li></ul><ul><ul><li>How many searches for each term? </li></ul></ul><ul><ul><li>What is the expected revenue that your competition now gets? </li></ul></ul>
    10. 10. 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 <ul><li>Customer Relationship Management (CRM) </li></ul><ul><li>Notebook Computers </li></ul><ul><li>CRM White Papers </li></ul><ul><li>P4 Notebook Computer </li></ul><ul><li>CRM Vendors or Canon 50D </li></ul><ul><li>ThinkPad T30 </li></ul>
    11. 11. Missed Opportunity Matrix
    12. 12. 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
    13. 13. Show the Gap Show “Easy Fix” Issues that will have immediate impact Search Phrase: Ford SUV Search Phrase: Ford truck fuel efficiency
    14. 14. 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
    15. 15. Makes Display More Effective <ul><li>Better brand awareness </li></ul><ul><ul><li>Visitors have 60% greater recall of sites found in search vs. 20% for banner ads and tiles (2008 IAB) </li></ul></ul><ul><li>Extend the reach of Display Ads </li></ul><ul><li>“ 27% of internet users search as their “initial” response to an online display ad” </li></ul><ul><li>Better Return on Investment with collaboration </li></ul><ul><ul><li>49% of Internet users who respond to online display ads eventually perform a search related to the ad </li></ul></ul><ul><ul><li>14% performed the search and purchased the product </li></ul></ul>Source: iProspect & Forrester Search & Display Report 2009
    16. 16. 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
    17. 17. What happened when? <ul><li>16/20 highest CPC terms had Top 4 ranking </li></ul><ul><li>8/20 highest CPC terms converted 2x via organic more than PPC (12 of 20 PPC converted better) </li></ul><ul><li>2 of highest CPC terms had no Google rankings </li></ul><ul><li>$1.3 million increase in clicks </li></ul>Combined PPC & Organic Data
    18. 18. What happened when? <ul><li>Tested subject lines with PPC </li></ul><ul><ul><li>220% increased open rate </li></ul></ul><ul><li>Paid Search keyword/offer with email retargeting </li></ul><ul><ul><li>45% increase in leads going to next step of conversion </li></ul></ul><ul><li>$700k in new revenue </li></ul>Combined PPC & eMail Marketing
    19. 19. What happened when? <ul><li>Click rate on PPC/Organic results increased 85% </li></ul><ul><li>Bounce rate decreased from 65% to 20% </li></ul><ul><li>Depth of Engagement increased 145% </li></ul><ul><li>78% increase in conversion </li></ul>Intent Modeling & Landing Pages
    20. 20. Tips for getting your SEM Budget <ul><li>There is rarely any “NEW MONEY” so give sold justification of what should be cut and the business case for change. </li></ul><ul><li>Understand the goals of the current budget allocations and show how search can compliment or increase results over current spend </li></ul><ul><li>Explain the situation with general and specific market data </li></ul><ul><li>Explain competitive pressures & missed opportunities </li></ul><ul><li>Prepare for turf warfare and budget battles </li></ul><ul><li>Your traditional or interactive agency may be your biggest barrier </li></ul>
    21. 21. <ul><li>Group Discussion </li></ul>
    22. 22. <ul><li>Contact </li></ul>Now to May 29 th Bill Hunt CEO, Global Strategies [email_address] Twitter: billhunt After May 29 th [email_address] Twitter: billhunt
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