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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  • 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 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. 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