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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.

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

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  • Transcript

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