0
Part 2 : Paid Search and Web Analytics Michael Carney ,  Strategic Planning Director, Media Counsel Author,  Trade Me Succ...
80% Natural
Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009  Data is based on four-week rolling periods (ending Oct....
Three Search Modes
A. Browse
Browsers more likely to respond  to “natural” search results
For Browsers: Focus on SEO
B.  Window Shopping
Close to a purchase decision, but ...
Descriptive Terms Work Well BEST! CHEAPEST! REVIEW
Try To Convert Them * * Limited Time Only
C. Buy Now 70-inch Sony Bravia  LCD TV
They’re Ready To Buy Tempt Them With Hot Offers
<ul><ul><li>IAB New Zealand Online Advertising Insight Q3 2009 </li></ul></ul><ul><ul><li>IAB Australia Online Advertising...
<ul><ul><li>Source: Comscore qSearch, Searches for August 2009 </li></ul></ul>209 MILLION Monthly searchers on Google Site...
Clothing & Retailers (3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009) Search Volume Search...
Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, New Zealand, Jan 07 =100) Mo...
Total: 3,220 respondents (400 per category) Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb...
81% of internet users enter websites via a search engine Source: Forrester Research Inc., “UK Internet User Monitor”
7 Search Tips
1. Watch The Clock
Source: Example only
3. Use Long Tail  Keywords
4. Go Negative
5. Think (Anti) Seasonal
6. Words Really Matter
7. Use the free Google Tools <ul><li>Keyword Tool  </li></ul><ul><li>Search Query  Performance Reports </li></ul><ul><li>A...
 
Google Confidential and Proprietary 3 Am I creating  effective content? How do I improve  site interaction? How can I make...
Print Ad PR Mention Search Campaign Launch
Promoted Videos Ads Advertisers bid on these positions Organic “Natural” Search Results Cost free; results are based on Yo...
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Paid Search and Web Analytics - SEO Part 2

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This session follows on from the Search Engine Optimisation (SEO) presentation (also available here). It covers Paid Search (PPC - pay per click) advertising, and the use of web analytics for tracking, measuring and tuning website and advertising effectiveness.

Michael Carney, Strategic Planning Director, Media Counsel, Auckland, New Zealand

Published in: Business, Technology
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Transcript of "Paid Search and Web Analytics - SEO Part 2"

  1. 1. Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz
  2. 2. 80% Natural
  3. 3. Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009 Data is based on four-week rolling periods (ending Oct. 3, 2009, and Aug. 29, 2009) from the Hitwise sample of 10 million U.S. Internet users. Longer search queries, 4-8+ words, have increased up to +72% between June 2008 and Sept 2009. Shorter search queries - those averaging one to two words long - have decreased up to -23%. Subject June 2008 Sept 2009 Year Over Year % Change One word 32.42% 24.32% - 25% Two Words 29.92% 23.55% - 21% Three Words 19.24% 20.52% + 1% 4 Words 10.16% 13.69% + 35% 5 Words 4.60% 7.99% + 74% 6 Words 1.79% 4.30% + 240% 7 Words 0.96% 2.33% + 243% 8+ words 0.89% 3.35% + 376%
  4. 4. Three Search Modes
  5. 5. A. Browse
  6. 6. Browsers more likely to respond to “natural” search results
  7. 7. For Browsers: Focus on SEO
  8. 8. B. Window Shopping
  9. 9. Close to a purchase decision, but ...
  10. 10. Descriptive Terms Work Well BEST! CHEAPEST! REVIEW
  11. 11. Try To Convert Them * * Limited Time Only
  12. 12. C. Buy Now 70-inch Sony Bravia LCD TV
  13. 13. They’re Ready To Buy Tempt Them With Hot Offers
  14. 14. <ul><ul><li>IAB New Zealand Online Advertising Insight Q3 2009 </li></ul></ul><ul><ul><li>IAB Australia Online Advertising Expenditure Report March 2009 </li></ul></ul><ul><ul><li>IAB UK Fact Sheet: Online adspend - H1 2009 </li></ul></ul>M A R K E T M A T U R I T Y
  15. 15. <ul><ul><li>Source: Comscore qSearch, Searches for August 2009 </li></ul></ul>209 MILLION Monthly searchers on Google Sites in New Zealand
  16. 16. Clothing & Retailers (3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009) Search Volume Searches for Products 96% 3.7 million opportunities to speak to customers in June 2009 Source: internal Google tools
  17. 17. Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, New Zealand, Jan 07 =100) Monthly Query Volume Growth (year on year, New Zealand) Source: internal Google tools
  18. 18. Total: 3,220 respondents (400 per category) Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09 <ul><li>1 in 3 for: </li></ul><ul><li>Clothing </li></ul><ul><li>Entertainment </li></ul><ul><li>(incl Books) </li></ul><ul><li>1 in 2 for: </li></ul><ul><li>Beauty & Skincare </li></ul><ul><li>Soft Homewares </li></ul><ul><li>Toys </li></ul><ul><li>Consumer Electronics </li></ul><ul><li>Furniture </li></ul><ul><li>2 in 3 for: </li></ul><ul><li>Computers & Gaming </li></ul>
  19. 19. 81% of internet users enter websites via a search engine Source: Forrester Research Inc., “UK Internet User Monitor”
  20. 20. 7 Search Tips
  21. 21. 1. Watch The Clock
  22. 22. Source: Example only
  23. 23. 3. Use Long Tail Keywords
  24. 24. 4. Go Negative
  25. 25. 5. Think (Anti) Seasonal
  26. 26. 6. Words Really Matter
  27. 27. 7. Use the free Google Tools <ul><li>Keyword Tool </li></ul><ul><li>Search Query Performance Reports </li></ul><ul><li>AdWords Editor </li></ul><ul><li>Dynamic Keyword Insertion Tool </li></ul>
  28. 29. Google Confidential and Proprietary 3 Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Where and why are visitors abandoning my shopping cart?
  29. 30. Print Ad PR Mention Search Campaign Launch
  30. 31. Promoted Videos Ads Advertisers bid on these positions Organic “Natural” Search Results Cost free; results are based on YouTube ranking algorithm of relevance to search query
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