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Search and Your Marketing Mix
First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting  25+ person SEO and PPC firm Traine...
Part 1     Marketing Media@stonetemple / + Eric Enge
Influence of Media on Decisions              Source: Fleishman-Hilliard   @stonetemple / + Eric Enge
Selected Data on Media Consumption                                   Source: Fleishman-                                   ...
TV / Print / Radio   About branding   Creates impressions   Controlled Messaging   Long established Cost / ROI Models ...
Example Display Ad@stonetemple / + Eric Enge
Online Display Advertising   About branding   Creates impressions   Controlled Messaging   Emerging Cost / ROI Models ...
Classic Marketing Rule of Thumb        7 impressions per sale       @stonetemple / + Eric Enge
And What About Search?@stonetemple / + Eric Enge
Are You In Control of the Message?     @stonetemple / + Eric Enge
Do You Interrupt The User? @stonetemple / + Eric Enge
No, The User Must Do 3 Things11                   1 2          3                                  1     @stonetemple / + E...
Search Step 1 – Go to a Search Engine      @stonetemple / + Eric Enge
Search Step 2 – Enter a Query  @stonetemple / + Eric Enge
Search Step 3 – Click on a Result    @stonetemple / + Eric Enge
Where is Search in the Conversion Funnel?                 Marketing Campaigns Awareness      Interest                     ...
Search Always Starts With a Need• I need:  – Information  – A product  – A service  – To be entertained            @stonet...
Push vs. Pull       MY BENEFITS!       MY NEED!@stonetemple / + Eric Enge
Harvesting Demand TV, Print, Radio                       Generic DemandDiaper       Create                             Cry...
Why Are Facebook Shares Down?$38.00                                      $19.00         @stonetemple / + Eric Enge
Facebook Continued But Facebook offers all this amazing  targeting, right? Yes, but it is a display ad network It is in...
Ads on my Wall@stonetemple / + Eric Enge
Part 2          SEO vs PPC@stonetemple / + Eric Enge
Natural vs. Paid                                  Paid                                  Paid                              ...
PPC and SEO are SynergisticSource: Brad Geddes on Search Engine Land     @stonetemple / + Eric Enge
Observation 73% of clicks went to SEO   One high volume keyword was used   Similar data obtained in other tests        ...
Paid Vs. Organic Click Volume        22%        PPC                    2010 Data                               PPC Share  ...
Paid vs. Organic Click Volume                   All Relevant Keywords            Keywords you            Keywords 75%     ...
Organic RankingKeyword      Create             Black BoxResearch     Pages                 Algo                           ...
Paid Ranking                              Quality Score                                 Historical                        ...
Part 3        Justifying SEO@stonetemple / + Eric Enge
SEO Ranking Timeline                                           6                                         mos Create a   Bl...
• Classic SEO                       Sales Pitch@stonetemple / + Eric Enge
1.I don’t know what                      we are going to do                      yet@stonetemple / + Eric Enge
1.I don’t know what                      we are going to do                      yet                    2.I don’t know whe...
1.I don’t know what                      we are going to do                      yet                    2.I don’t know whe...
Sign here, $10,000 a                   month!@stonetemple / + Eric Enge
Google AdWords Keyword Tool  @stonetemple / + Eric Enge
Bing Webmaster Tools                  Real Numbers                  for searches                  at Bing.com!@stonetemple...
Wordtracker@stonetemple / + Eric Enge
Coming Up with a Total          @stonetemple / + Eric Enge
@stonetemple / + Eric Enge
Calculating                             Search Potential                               (Data from                         ...
Do The Math!@stonetemple / + Eric Enge
Alternate Method@stonetemple / + Eric Enge
Not doing SEO? You’re Leaving            Money on the Table• Calculate the missed opportunity cost of not  ranking well fo...
Show Competitors Winning @stonetemple / + Eric Enge
Part 4  Justifying Paid Search@stonetemple / + Eric Enge
Setup An Account Today and …  @stonetemple / + Eric Enge
Get Traffic Today@stonetemple / + Eric Enge
Margin in Competitive DR MarketsHave to combat this with active optimizationSet it and forget it does not work       @st...
@stonetemple / + Eric Enge
Calculating ROIExpense Happens TodayRevenue May Happen Over Time       @stonetemple / + Eric Enge
Thank You!Eric Enge  eenge@stonetemple.com  @stonetemple  + Eric Enge  (508) 485-7751  www.stonetemple.com
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Sempo Atlanta keyote - Eric Enge: Search and your Marketing Mix - given 9/14/12.

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A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

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  • Or being outranked by affiliates of your own company name - like Bissell.com is for "Bissell cleaners” and LernerCatalog.com is for "Lerner catalog"?
  • Transcript of "Sempo Atlanta keyote - Eric Enge: Search and your Marketing Mix - given 9/14/12."

    1. 1. Search and Your Marketing Mix
    2. 2. First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google Plus: +Eric Enge @stonetemple / + Eric Enge
    3. 3. Part 1 Marketing Media@stonetemple / + Eric Enge
    4. 4. Influence of Media on Decisions Source: Fleishman-Hilliard @stonetemple / + Eric Enge
    5. 5. Selected Data on Media Consumption Source: Fleishman- Hilliard @stonetemple / + Eric Enge
    6. 6. TV / Print / Radio About branding Creates impressions Controlled Messaging Long established Cost / ROI Models  Comfortable for traditional marketers Immediate action is not an option @stonetemple / + Eric Enge
    7. 7. Example Display Ad@stonetemple / + Eric Enge
    8. 8. Online Display Advertising About branding Creates impressions Controlled Messaging Emerging Cost / ROI Models  Comfortable for traditional marketers  Similar return model to TV/Print/Radio Immediate action is an option  But, “Interruption Mode” @stonetemple / + Eric Enge
    9. 9. Classic Marketing Rule of Thumb 7 impressions per sale @stonetemple / + Eric Enge
    10. 10. And What About Search?@stonetemple / + Eric Enge
    11. 11. Are You In Control of the Message? @stonetemple / + Eric Enge
    12. 12. Do You Interrupt The User? @stonetemple / + Eric Enge
    13. 13. No, The User Must Do 3 Things11 1 2 3 1 @stonetemple / + Eric Enge
    14. 14. Search Step 1 – Go to a Search Engine @stonetemple / + Eric Enge
    15. 15. Search Step 2 – Enter a Query @stonetemple / + Eric Enge
    16. 16. Search Step 3 – Click on a Result @stonetemple / + Eric Enge
    17. 17. Where is Search in the Conversion Funnel? Marketing Campaigns Awareness Interest Search Evaluation Involved At Every Commitment Stage Referral Repeat @stonetemple / + Eric Enge
    18. 18. Search Always Starts With a Need• I need: – Information – A product – A service – To be entertained @stonetemple / + Eric Enge
    19. 19. Push vs. Pull MY BENEFITS! MY NEED!@stonetemple / + Eric Enge
    20. 20. Harvesting Demand TV, Print, Radio Generic DemandDiaper Create Crying babyDry baby Demand I need sleep Traditional Harvest Internet Outlets Demand @stonetemple / + Eric Enge
    21. 21. Why Are Facebook Shares Down?$38.00 $19.00 @stonetemple / + Eric Enge
    22. 22. Facebook Continued But Facebook offers all this amazing targeting, right? Yes, but it is a display ad network It is interruption based advertising @stonetemple / + Eric Enge
    23. 23. Ads on my Wall@stonetemple / + Eric Enge
    24. 24. Part 2 SEO vs PPC@stonetemple / + Eric Enge
    25. 25. Natural vs. Paid Paid Paid Paid Paid Natural Natural25 @stonetemple / + Eric Enge
    26. 26. PPC and SEO are SynergisticSource: Brad Geddes on Search Engine Land @stonetemple / + Eric Enge
    27. 27. Observation 73% of clicks went to SEO  One high volume keyword was used  Similar data obtained in other tests @stonetemple / + Eric Enge
    28. 28. Paid Vs. Organic Click Volume 22% PPC 2010 Data PPC Share 78% Growing Organic Over Time @stonetemple / + Eric Enge
    29. 29. Paid vs. Organic Click Volume All Relevant Keywords Keywords you Keywords 75% rank for in You Bid onOf clicks Organic Search 100% Of clicks 25%Of clicks @stonetemple / + Eric Enge
    30. 30. Organic RankingKeyword Create Black BoxResearch Pages Algo Rank for terms as determined by Algo @stonetemple / + Eric Enge
    31. 31. Paid Ranking Quality Score Historical CTRKeyword AdWords +Research Account Keyword & Landing Page Relevance + Rank for terms Landing Page largely defined Relevance by you + Other Max Bid @stonetemple / + Eric Enge
    32. 32. Part 3 Justifying SEO@stonetemple / + Eric Enge
    33. 33. SEO Ranking Timeline 6 mos Create a Black Box laternew page Algo Maybe rank For something @stonetemple / + Eric Enge
    34. 34. • Classic SEO Sales Pitch@stonetemple / + Eric Enge
    35. 35. 1.I don’t know what we are going to do yet@stonetemple / + Eric Enge
    36. 36. 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits@stonetemple / + Eric Enge
    37. 37. 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits 3.I don’t know how large the benefits will be@stonetemple / + Eric Enge
    38. 38. Sign here, $10,000 a month!@stonetemple / + Eric Enge
    39. 39. Google AdWords Keyword Tool @stonetemple / + Eric Enge
    40. 40. Bing Webmaster Tools Real Numbers for searches at Bing.com!@stonetemple / + Eric Enge
    41. 41. Wordtracker@stonetemple / + Eric Enge
    42. 42. Coming Up with a Total @stonetemple / + Eric Enge
    43. 43. @stonetemple / + Eric Enge
    44. 44. Calculating Search Potential (Data from Ahrefs.com)@stonetemple / + Eric Enge
    45. 45. Do The Math!@stonetemple / + Eric Enge
    46. 46. Alternate Method@stonetemple / + Eric Enge
    47. 47. Not doing SEO? You’re Leaving Money on the Table• Calculate the missed opportunity cost of not ranking well for products & services that you offer? # of people engine share expected click- average average searching for your (Google = through rate conversion rate transaction keywords x 70%) x x x amount  E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/daysearchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189 47 @stonetemple / + Eric Enge
    48. 48. Show Competitors Winning @stonetemple / + Eric Enge
    49. 49. Part 4 Justifying Paid Search@stonetemple / + Eric Enge
    50. 50. Setup An Account Today and … @stonetemple / + Eric Enge
    51. 51. Get Traffic Today@stonetemple / + Eric Enge
    52. 52. Margin in Competitive DR MarketsHave to combat this with active optimizationSet it and forget it does not work @stonetemple / + Eric Enge
    53. 53. @stonetemple / + Eric Enge
    54. 54. Calculating ROIExpense Happens TodayRevenue May Happen Over Time @stonetemple / + Eric Enge
    55. 55. Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com
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