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Search Marketing Strategies: Optimising Paid Search and
Search Engine Optimisation to Maximise Site Traffic



by Chris Smith
General Manager, Digital
Direct Banking, NAB

chris.x.smith@nab.com.au
28 September 2010
Agenda


• Fundamentals of a search marketing strategy
• Trade-offs between search engine optimisation and paid
  search
• Social media optimisation: Why it’s relevant for search
  marketing campaigns
• Examples of NAB search marketing campaigns: Analysing
  campaign strengths and areas for improvement
Fundamentals: Search Marketing Terminology

                                               • PPC Pay per click
                                 SEA           • CPM Cost per 1000        Ongoing
                              Search
                              Engine
                                               • CPA Cost per action      Cost, AKA
                            Advertising        • Display                  Paid Search
                                               • etc


                                             SEO                       Mainly upfront
                                            Search       • Content     cost, then top-up
                                            Engine       • Links
                                          Optimisation                 AKA Organic Search
                   SEM
              Search Engine
                Marketing
           or Search Marketing                           • Forums
                                             SMO         • Twitter
                                          Social Media   • Facebook
                                          Optimisation   • Blogs
                                                         • Etc
                                                                         Ongoing time
                                                                         commitment

                              ORM
                              Online           • Monitoring Tool
                            Reputation         • Manual monitoring
                           Management




2
Examples of Organic and Paid Search


• Right side and sometimes the top of the page
  are paid or sponsored search results
• Left side search results are the organic, or
  natural results
• Publisher sites are eligible to display the same
  text ads or display ads (CPM) aka AdSense.
Fundamentals: SEO in a nutshell


• Searchers type simple phrases (the
  “search term”) in a search engine.

• Search engines index all pages they
  have discovered (by following links)

• When the query is processed, the
  search engine checks its index and
  presents no more than 1000 results,
  typically 10 results per page.

• These results are ranked based on
  their relevancy to the search phrase.

• The ultimate goal is optimise your site
  to rank #1.



4
SEO involves many people
                                    Server               Hosting
                                  Efficiency
                                                                   Domain Name
                       Security
                                                                    Registration
                   Page coding

             URL length               Technical                        Page markup

                                                                          Content
                                                                        Management
         Related
        companies
                                                                                    Design
                                               RANKING
       Publicity                               SUCCESS                              Writing for
                                                                                     the Web
        News
        media              Links               TRUST
                                                         Content                          Style guides
                                                                                     Product
                                                                                      Facts
    Social networks
                                                                              Multimedia

                                                                        Usability
5
Fundamentals: Pay-Per-Click (PPC) advertising in a nutshell



• Searchers type simple phrases (the “search
    term”) in a search engine.
• The results page displays the most relevant and
    most effective ads on the right and sometimes at
    the top of the page.
• The higher-placed ads are clicked more than the
    lower ads.
• A high placement can be achieved by:
    > Compelling copy (attracts a click)
    > A landing page that matches the search term
    > Setting not necessarily the highest bid, but
      enough to be high on the first page:
6
SEO vs PPC: Some interesting statistics


• Source of Clicks
  - 92% of all clicks are from Organic Listing
  - 8% of all clicks are from Paid Search.

• Marketing Budgets: SEO
  - 61% of companies surveyed spent up to
  $75k/year on optimising content
  - 28% of the largest companies (rev > $1
  Billion/ year) spent nothing on SEO.

• Marketing Budgets: SEM
  - 63% of companies surveyed spent between
  $3-$5m on PPC

• Disconnect? A fraction of spend is used to
  attract majority of “free” clicks, whereas >
  30x spend to attract minority of “paid” clicks.
                          * Source: SEMPO State of Search Engine Marketing Report - 2010
SEO vs PPC: Where to put your spend in 2011?



• The case for SEO
  — Great opportunity exists local,
     news, blog, video, image, product
     feeds.
  — Much better ROI based on overall
     spend
  — PPC is “easier”

• The case for PPC                     •Good reasons to do both
  — Flexibility in spending, quick             —Learn which keywords are
     results                                   performing well from paid search
  — Ability to adjust quickly                  —Good optimisation leads to
  — Less reliance on your Web/IT               quality scores
     teams                                     —Own as much real estate as
  — Pretty straightforward                     possible, less for competition
  — Placement of results more reliable         —Multiplier effect
Social Media in a nutshell

• Social networks have been
  around for over 20 years. Key
  message is that only some of
  them are relevant to banks.

      >Social Networks, e.g. Forums    >Audio, e.g. Podcasts
      (discussion groups), Facebook,   >Video, e.g. YouTube, Vimeo
      MySpace, LinkedIn                >Aggregators, e.g. my.yahoo.com,
      >Blogs                           Google Reader
           —Comments                   >Bookmarking/recommendation
           —Promotion tools, e.g.      tools, e.g. Delicious, StumbleUpon
           Feedburner                  >Ratings & Reviews, e.g. Digg
           —Blog search tools e.g.     >Photo Sharing, e.g. Flickr
           Technorati                  >Wikis, e.g. Wikispaces, MediaWiki
           —Blog communities, e.g.
           BlogCatalog, MyBlogLog
           —Microblogging, e.g.
 9
           Twitter
Social Media in the Search Marketing Mix


• Everyone seems to have embraced social media (SM).
• Is your SM campaign integrated with the rest of your search marketing
  strategy?
Social Media Optimisation (SMO)


• Simply using various popular social networks is
  half the journey.

• You can optimise each in different ways, e.g.
  — Facebook Pages are the only part of Facebook
    that is crawled and indexed by Google
  — Videos can be optimised to benefit SEO
  — Customers have conversations at social
    networking sites and references to a company
    serve as “Citations” to their website even
    when there are no clickable links.

• You can be proactive in maintaining a good
  reputation by educating your marketing and
  corporate affairs department.
Press Release Optimisation (PRO)


• Press releases are now known as Media
  Releases and some companies have Social
  Media Releases

• Submit to various online distribution services
  such as PRWeb and PRNewsWire

• Apply standard SEO principles:
  — Use plain English
  — Insert deep links to a specific part of your
    website
  — Provide links to relevant supporting media
    such as images and videos.
  — Provide links to your profiles at various
    social media outlets e.g. Twitter, blogs

• See http://schools.nsw.edu.au for local example
Search Marketing Strategy: Pulling it all together
                                                                           Rank #1
                 Keyword                Write
                 research              content



                                                           Relevant
Social Network                                             Content
     page
                        (links)
                                                                      Website
                                    Credit card
     (Word of mouth,
       viral effect)              comparison site                     Success
                                                           Relevant
                                                            Deep
                                                  (link)    Links
                              (link)

                                                 (link)

      Credit card
       info site
                             Article about
                            personal finance
13
Case Study: Optimising Your PPC Spend


• If you are not happy with your Google or Yahoo PPC results, your
  campaigns might simply need a tweak.
• Clues:
  — You are paying too much per click.
  — You are not getting enough conversions.
  — You don’t know if your ads are working for you.
Case Study: Improving your Google Quality Score


The Quality Score is fairly simple to grasp:
• Scale from 1 to 10 (10 is best)
• Are the keywords in your ad group present on the landing page?
• Are the keywords in the ad copy?
• Does the landing page load fast?
• Is the landing page a quality page?
  — Is it relevant to the keyword?
  — Is your business transparent?
  — Is the content original?
  — Is it navigable?




                            Yes, a high Quality Score is achievable
Case Study: Lowering the cost per conversion


     • Comparing two dissimilar ad groups, one being non-competitive and the
       other being very competitive, we can see not only the difference in the cost
       per click, but also the lower cost per conversion.




Non-competitive, High Quality Score




  Competitive, Low Quality Score
Wrapping it up


To summarise:

  — Effective search engine marketing is a blend of SEO, SMO, PRO and PPC
  — SEO is the cheapest to implement but it involves your own organisation
    on an ongoing basis, not a short engagement with an agency.
  — PPC is essential to fill gaps in search engine visibility and gives instant
    results and gratification.
  — Social media needs careful planning and splendid implementation. It is
    not for everyone, but for consumer brands it is essential and should be a
    long term commitment.
Questions?




Thank you.

  —   Chris Smith
  —   General Manager, Digital; Direct Banking, NAB
  —   Chris.x.smith@nab.com.au
  —   http://www.nab.com.au

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Search Marketing: Strategies for SEO and SEM

  • 1. Search Marketing Strategies: Optimising Paid Search and Search Engine Optimisation to Maximise Site Traffic by Chris Smith General Manager, Digital Direct Banking, NAB chris.x.smith@nab.com.au 28 September 2010
  • 2. Agenda • Fundamentals of a search marketing strategy • Trade-offs between search engine optimisation and paid search • Social media optimisation: Why it’s relevant for search marketing campaigns • Examples of NAB search marketing campaigns: Analysing campaign strengths and areas for improvement
  • 3. Fundamentals: Search Marketing Terminology • PPC Pay per click SEA • CPM Cost per 1000 Ongoing Search Engine • CPA Cost per action Cost, AKA Advertising • Display Paid Search • etc SEO Mainly upfront Search • Content cost, then top-up Engine • Links Optimisation AKA Organic Search SEM Search Engine Marketing or Search Marketing • Forums SMO • Twitter Social Media • Facebook Optimisation • Blogs • Etc Ongoing time commitment ORM Online • Monitoring Tool Reputation • Manual monitoring Management 2
  • 4. Examples of Organic and Paid Search • Right side and sometimes the top of the page are paid or sponsored search results • Left side search results are the organic, or natural results • Publisher sites are eligible to display the same text ads or display ads (CPM) aka AdSense.
  • 5. Fundamentals: SEO in a nutshell • Searchers type simple phrases (the “search term”) in a search engine. • Search engines index all pages they have discovered (by following links) • When the query is processed, the search engine checks its index and presents no more than 1000 results, typically 10 results per page. • These results are ranked based on their relevancy to the search phrase. • The ultimate goal is optimise your site to rank #1. 4
  • 6. SEO involves many people Server Hosting Efficiency Domain Name Security Registration Page coding URL length Technical Page markup Content Management Related companies Design RANKING Publicity SUCCESS Writing for the Web News media Links TRUST Content Style guides Product Facts Social networks Multimedia Usability 5
  • 7. Fundamentals: Pay-Per-Click (PPC) advertising in a nutshell • Searchers type simple phrases (the “search term”) in a search engine. • The results page displays the most relevant and most effective ads on the right and sometimes at the top of the page. • The higher-placed ads are clicked more than the lower ads. • A high placement can be achieved by: > Compelling copy (attracts a click) > A landing page that matches the search term > Setting not necessarily the highest bid, but enough to be high on the first page: 6
  • 8. SEO vs PPC: Some interesting statistics • Source of Clicks - 92% of all clicks are from Organic Listing - 8% of all clicks are from Paid Search. • Marketing Budgets: SEO - 61% of companies surveyed spent up to $75k/year on optimising content - 28% of the largest companies (rev > $1 Billion/ year) spent nothing on SEO. • Marketing Budgets: SEM - 63% of companies surveyed spent between $3-$5m on PPC • Disconnect? A fraction of spend is used to attract majority of “free” clicks, whereas > 30x spend to attract minority of “paid” clicks. * Source: SEMPO State of Search Engine Marketing Report - 2010
  • 9. SEO vs PPC: Where to put your spend in 2011? • The case for SEO — Great opportunity exists local, news, blog, video, image, product feeds. — Much better ROI based on overall spend — PPC is “easier” • The case for PPC •Good reasons to do both — Flexibility in spending, quick —Learn which keywords are results performing well from paid search — Ability to adjust quickly —Good optimisation leads to — Less reliance on your Web/IT quality scores teams —Own as much real estate as — Pretty straightforward possible, less for competition — Placement of results more reliable —Multiplier effect
  • 10. Social Media in a nutshell • Social networks have been around for over 20 years. Key message is that only some of them are relevant to banks. >Social Networks, e.g. Forums >Audio, e.g. Podcasts (discussion groups), Facebook, >Video, e.g. YouTube, Vimeo MySpace, LinkedIn >Aggregators, e.g. my.yahoo.com, >Blogs Google Reader —Comments >Bookmarking/recommendation —Promotion tools, e.g. tools, e.g. Delicious, StumbleUpon Feedburner >Ratings & Reviews, e.g. Digg —Blog search tools e.g. >Photo Sharing, e.g. Flickr Technorati >Wikis, e.g. Wikispaces, MediaWiki —Blog communities, e.g. BlogCatalog, MyBlogLog —Microblogging, e.g. 9 Twitter
  • 11. Social Media in the Search Marketing Mix • Everyone seems to have embraced social media (SM). • Is your SM campaign integrated with the rest of your search marketing strategy?
  • 12. Social Media Optimisation (SMO) • Simply using various popular social networks is half the journey. • You can optimise each in different ways, e.g. — Facebook Pages are the only part of Facebook that is crawled and indexed by Google — Videos can be optimised to benefit SEO — Customers have conversations at social networking sites and references to a company serve as “Citations” to their website even when there are no clickable links. • You can be proactive in maintaining a good reputation by educating your marketing and corporate affairs department.
  • 13. Press Release Optimisation (PRO) • Press releases are now known as Media Releases and some companies have Social Media Releases • Submit to various online distribution services such as PRWeb and PRNewsWire • Apply standard SEO principles: — Use plain English — Insert deep links to a specific part of your website — Provide links to relevant supporting media such as images and videos. — Provide links to your profiles at various social media outlets e.g. Twitter, blogs • See http://schools.nsw.edu.au for local example
  • 14. Search Marketing Strategy: Pulling it all together Rank #1 Keyword Write research content Relevant Social Network Content page (links) Website Credit card (Word of mouth, viral effect) comparison site Success Relevant Deep (link) Links (link) (link) Credit card info site Article about personal finance 13
  • 15. Case Study: Optimising Your PPC Spend • If you are not happy with your Google or Yahoo PPC results, your campaigns might simply need a tweak. • Clues: — You are paying too much per click. — You are not getting enough conversions. — You don’t know if your ads are working for you.
  • 16. Case Study: Improving your Google Quality Score The Quality Score is fairly simple to grasp: • Scale from 1 to 10 (10 is best) • Are the keywords in your ad group present on the landing page? • Are the keywords in the ad copy? • Does the landing page load fast? • Is the landing page a quality page? — Is it relevant to the keyword? — Is your business transparent? — Is the content original? — Is it navigable? Yes, a high Quality Score is achievable
  • 17. Case Study: Lowering the cost per conversion • Comparing two dissimilar ad groups, one being non-competitive and the other being very competitive, we can see not only the difference in the cost per click, but also the lower cost per conversion. Non-competitive, High Quality Score Competitive, Low Quality Score
  • 18. Wrapping it up To summarise: — Effective search engine marketing is a blend of SEO, SMO, PRO and PPC — SEO is the cheapest to implement but it involves your own organisation on an ongoing basis, not a short engagement with an agency. — PPC is essential to fill gaps in search engine visibility and gives instant results and gratification. — Social media needs careful planning and splendid implementation. It is not for everyone, but for consumer brands it is essential and should be a long term commitment.
  • 19. Questions? Thank you. — Chris Smith — General Manager, Digital; Direct Banking, NAB — Chris.x.smith@nab.com.au — http://www.nab.com.au