Bringing SEO and PPC together around Common Business Objectives

Gord Hotchkiss President & CEO Enquiro Hosted by: Bill Barnes EVP Business Development Enquiro Ryan DeShazer Director of Interactive Strategy HSR Business-to-Business Olivier Lemaignen Group Manager of Global Search Marketing Intuit Panelists:

Gord Hotchkiss President & CEO Enquiro

Searches of Verb Search Email Display Print Trade Shows Direct Mail Telemarketing Electronic Event Marketing

Connecting the Dots Search

Navigating Search Real Estate

Ryan DeShazer Director of Interactive Strategy HSR Business-to-Business

About HSR Business to Business 27-year old integrated marketing communications firm focused on the complexities of business to business communications. Offices across North America: Cincinnati, OH Chicago, IL Denver, CO

27-year old integrated marketing communications firm focused on the complexities of business to business communications.

Offices across North America:

Cincinnati, OH

Chicago, IL

Denver, CO

Why This Discussion is Important Current economic climate necessitates more accountable marketing communications Search is ideal to engage targets across all roles and phases of the purchase decision cycle

Current economic climate necessitates more accountable marketing communications

Search is ideal to engage targets across all roles and phases of the purchase decision cycle

Search – Steps to Success Understand business objectives and how those relate to the online environment. Create strategy, supported by Search tactics. Understand Search as an activity and how it operates as an integrator across channels.

Understand business objectives and how those relate to the online environment.

Create strategy, supported by Search tactics.

Understand Search as an activity and how it operates as an integrator across channels.

Understand Business Objectives Begin by asking “why?” Why are we looking to engage in marketing activities? Answering that question completely will enable the organization to frame a strategic point-of-view. Example “Statement of Strategy” – To capitalize on the current economic climate and introduce our solutions to corporations within industry verticals that are under duress.

Begin by asking “why?”

Why are we looking to engage in marketing activities?

Answering that question completely will enable the organization to frame a strategic point-of-view.

Example “Statement of Strategy” – To capitalize on the current economic climate and introduce our solutions to corporations within industry verticals that are under duress.

The Strategic Role of Search In this example, Search can identify and engage a qualified audience across all phases of the purchase decision cycle. Establish a presence quickly for new, niche opportunities Complement to offline advertising, PR Drive traffic to specific points of opt-in Boost brand equity via timely thought leadership content

In this example, Search can identify and engage a qualified audience across all phases of the purchase decision cycle.

Establish a presence quickly for new, niche opportunities

Complement to offline advertising, PR

Drive traffic to specific points of opt-in

Boost brand equity via timely thought leadership content

The Strategic Role of Search In general, Search acts as a marketing program integrator, utilized as a(n): Standalone lead generation tactic Supporter of offline marketing and/or PR Enhancer to digital display media programs Navigational tool for branded queries Sandbox for message testing and refinement

In general, Search acts as a marketing program integrator, utilized as a(n):

Standalone lead generation tactic

Supporter of offline marketing and/or PR

Enhancer to digital display media programs

Navigational tool for branded queries

Sandbox for message testing and refinement

SEM/SEO – Why Play Nice Together? Though twice as many users trust organic results than paid, post-click interactions and conversion rates appear to be near-identical (WebSideStory, 2006) Paid Search can fill in the gaps while SEO efforts gain momentum Rapid feedback loops from paid Search lead to better informed SEO programs.

Though twice as many users trust organic results than paid, post-click interactions and conversion rates appear to be near-identical (WebSideStory, 2006)

Paid Search can fill in the gaps while SEO efforts gain momentum

Rapid feedback loops from paid Search lead to better informed SEO programs.

What Does an Integrated Search Program Look Like? Phased approach to integrated campaigns Initial assessment will shed light on the competitive landscape Identify key “micro” conversions along path to ultimate conversion

Phased approach to integrated campaigns

Initial assessment will shed light on the competitive landscape

Identify key “micro” conversions along path to ultimate conversion

Phased approach to integrated campaigns (cont.) Organic optimization to initially target head and torso terms Paid programs to initially target head, torso and tail terms All programs refined over time, and with support of data What Does an Integrated Search Program Look Like?

Phased approach to integrated campaigns (cont.)

Organic optimization to initially target head and torso terms

Paid programs to initially target head, torso and tail terms

All programs refined over time, and with support of data

Closing the Loop Typically, paid Search learnings will inform organic programs Programs should have single source oversight Analytics need to be in place to communicate insights around common objectives to both Search teams.

Typically, paid Search learnings will inform organic programs

Programs should have single source oversight

Analytics need to be in place to communicate insights around common objectives to both Search teams.

Olivier Lemaignen Group Manager of Global Search Marketing Intuit

Defining the Integration Landscape Success Measures Organizational Structure Processes Customer Centric Mindset And that’s just the beginning…

Benefits of Integration How would you answer these questions? Should you buy your branded terms in PPC? Is your paid search campaign optimized? How many times do you touch a page on your web site to make it SEO friendly? Does your search program get all the credit? Does search have a single purpose? Traffic? Revenue?

How would you answer these questions?

Should you buy your branded terms in PPC?

Is your paid search campaign optimized?

How many times do you touch a page on your web site to make it SEO friendly?

Does your search program get all the credit?

Does search have a single purpose? Traffic? Revenue?

Breaking Mental & Org silos Search can play more than just one role Search as research tool Paid search as testing ground for SEO Search as the first step on the way to the site A place to leverage ALL your assets Moving beyond online Educate the organisation

Search can play more than just one role

Search as research tool

Paid search as testing ground for SEO

Search as the first step on the way to the site

A place to leverage ALL your assets

Moving beyond online

Educate the organisation

Keys to Success Budget autonomy Executive support Team structure & coverage Tools & metrics Evangelization & Education Results Education is not a ”nice-to-have”

Budget autonomy

Executive support

Team structure & coverage

Tools & metrics

Evangelization & Education

Results

Q & A Olivier Lemaignen Group Manager of Global Search Marketing Intuit Gord Hotchkiss President & CEO Enquiro Ryan DeShazer Director of Interactive Strategy HSR Business-to-Business

Thank you Contact us at: [email_address] 1.800.277.9997 www.b2bexpertseries.com Next webinars: December 2 Part II: The Usability and Brand Lift of Search December 18 Part III: Tactical Methods to Coordinate your SEO and PPC Campaigns