Advanced Search Marketing_Click Asia Summit 2011
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Advanced Search Marketing_Click Asia Summit 2011

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  • All we really have on our website is words They are the fundamental building blocks of communication Our keywords can be powerful As searchers, they are all we have to go onFinding keywords that resonate with your searchers can create a positive reaction in their mindsYou want to use keywords that are specific to you and what you can offer the searcher
  • Get rid of corporate speak and jargonRealize that your target audience may not talk the same way you do
  • Build out possible variations of keywords from original list Think plurals, misspellings, synonyms and other long-tail queriesAnalyze the keyword list and reorganize/group keywords based on themesBuild preliminary list of Negative keywords Read through initial keyword list and consider which words may trigger an ad in an undesirable or irrelevant manner Search for various keywords on Google and Bing/Yahoo to determine possible places we do not want our ads to appear
  • Build out possible variations of keywords from original list Think plurals, misspellings, synonyms and other long-tail queriesAnalyze the keyword list and reorganize/group keywords based on themesBuild preliminary list of Negative keywords Read through initial keyword list and consider which words may trigger an ad in an undesirable or irrelevant manner Search for various keywords on Google and Bing/Yahoo to determine possible places we do not want our ads to appear
  • Build out possible variations of keywords from original list Think plurals, misspellings, synonyms and other long-tail queriesAnalyze the keyword list and reorganize/group keywords based on themesBuild preliminary list of Negative keywords Read through initial keyword list and consider which words may trigger an ad in an undesirable or irrelevant manner Search for various keywords on Google and Bing/Yahoo to determine possible places we do not want our ads to appear
  • Create “Campaigns” within AccountBe methodical- think about how the account can be best organized for current needs and anticipate future growth and changeBe conscious of organizing keywords: Branded terms, head terms, mid-tail terms, long-tail terms, Geo terms, etc.Segment into relevant ad groupsAim for 5 (or less) unique keywords within each ad groupWrite targeted text adsInclude keywords from the group in the text ad to increase relevancyInclude the brand in the ad when possibleStrong Calls to action3-5 ads per ad group (allows for testing and data-driven refinement)
  • Anytime a page has been moved or removed from a website, implementing a 301 Redirect will automatically forward inbound users coming from the old link to the new URL. When a search engine encounters a 301 Redirect, it does 3 things:It drops the old page from its index.It includes the new page in its index.It transfers the old pages link equity to the new URL.Best Practice: Always implement a 301 Redirect anytime a page is removed from your site or when pages or directories have been reorganized.
  • A robots.txt file should always be placed in the root directory of your site. A robots.txt lets the search engine know that it is okay to crawl your site and also allows you the opportunity to block the search engines from crawling any directories on your site.The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.Place a robots.txt file in your root directory and make sure that the file name is all lower case.
  • There are a number of different important metrics to measure to establish a meaningful baseline for any search engine marketing project. At a minimum, the following metrics should have baseline values for the keywords or campaigns in your integrated SEM campaign. More……In order to determine these baseline values, you will need two kinds of web analytics tools. First, a robust website analytics tool will give you accurate Internet traffic data, including keyword referrals and the conversions based on those referrals. This tool can typically provide the first five out of the six metrics listed above. Second, to determine current keyword rankings, you will need a keyword rank reporting tool.
  • NOTE: THERE ARE OVER 800MM SEARCHES ON TWITTER ALONE EACH DAY!
  • Use data to refine and optimize offline initiatives Include profitable keywords and themes into print, radio and TV initiatives

Advanced Search Marketing_Click Asia Summit 2011 Advanced Search Marketing_Click Asia Summit 2011 Presentation Transcript

  • Advanced Search Engine Marketing
    Presented by
    Jeff Adelson-Yan, Co-Founder & Managing Partner
  • 3 exabytes (3.0x10ˆ19)
    “Data is the most consumed product and it affects all others.”-J. Walker Smith
    3 exabytes created
    every 48 hours
    = all info created through 2003
  • In 1993 __________ pages existed on the worldwide web.1
    50
    387,000,000
    Today, ____________ pages are being indexed on Google alone for the term “search marketing”.2
    1United Nations Data, 1994
    2Google, January 13, 2011
  • There are 76.1 billion searches conducted each month.1
    To whom did we pose questions BG?
    1Google, 2010
  • The need for search engines
    • Search engines try to deliver happiness
    • They want to process sites and rank sites using factors that they think human searchers would use
    • They are robots trying to mimic real humans
  • Paid Placement Search
    • Customer Focused
    • Only form of advertising that fulfills demand as opposed to creating it
    • Provides information as the customer is seeking it
    • Campaign Structure
    • Increase campaign relevancy with tightly focused keywords and text ads
    • The Long-Tail
    • 25% of daily searches have never been seen before by the search engines1
    • Build out the long-tail to target searchers in different phases of the purchase funnel
    • Testing and Refinement
    • Continuous optimization and testing of new keywords and text ad creative
    1Source: Avinash Kaushik, 2009
  • Complimentary Strategies
  • Complimentary Strategies
    Paid Placement (SEM) and Organic Search Optimization
    • Combine their strengths to develop a strong marketing campaign
    • Utilizing both strategies increases density of listings on search results pages
    • As optimization improves organic search ranking, the cost per click on branded keywords can be reduced on Paid Placement campaigns
    • Organic Search Optimization is a long-term strategy, whereas Paid Placement campaigns will produce more immediate, measureable results
    • Though Organic Search Optimization can drive qualified traffic through the major search engines’ main pages, Paid Placement has great reach when you take into account the extended search and content networks
  • Get ready for web guests
    You need to get your house in order before you have people over.
  • Understand the Power of our Keywords
    What humans see…
    what engines see
  • Understand the Power of our Keywords
    choosing the right keywords
    =
    RELEVANCY
  • Call Things What They Are
    Which language is your target audience more likely to use?
    “Honey, I’m going to Meineke for some
    Steering and Suspension Services.”
    OR
    “Honey, I’m going to Meineke to get my alignment checked.”
  • Consider the Location of Keywords
    79%
    of users
    scan a webpage
    Source: Jakob Niellsen, 2010
  • Consider the Location of Keywords
    • Build for those who only scan content
    • The manner in which you arrange your content and keywords is critical to helping people find it faster because they’re scanning
    • Give users structured information to look at through:headlines, sub-headings, clear navigation, etc.
  • Build a Solid Foundation: Keywords
  • Build a Solid Foundation: Keywords
    • Analyze the website: How are content categories are grouped?
    • What are the goals of campaign?
    • Determine the scalability/organization of the account in terms of budget and KPIs
    • Use keyword tools or existing analytics platforms to build a data-driven keyword list
    • Utilize keyword reports (if available) to determine keywords that are currently driving valuable traffic
    • Google Adwords Keyword Tool
    • Build word clouds based on site content to determine larger themes within website content: http://www.wordle.net/
  • Build a Solid Foundation: Keywords
  • Build a Solid Foundation: Keywords
    • Build variations of keywords from original list
    • Think plurals, misspellings, synonyms and other long-tail queries
    • Analyze the keyword list and reorganize/group keywords based on themes
    • Build preliminary list of Negative keywords
    • Ask yourself, “Which keywords in my initial keyword list might trigger an ad in an undesirable or irrelevant manner?”
    • Search for various keywords on search engines to determine places where you do not want your ads to appear
  • Build a Solid Foundation: Organization
    • Create “Campaigns” within Account
    • Be methodical - think about how the account can be best organized for current needs and anticipate future growth and change
    • Be conscious of organizing keywords: Branded terms, head terms, mid-tail terms, long-tail terms, Geo terms, etc.
    • Segment into relevant ad groups
    • Aim for 5 (or less) unique keywords within each ad group
    • Write targeted text ads
    • Include keywords from the group in the text ad to increase relevancy
    • Include the brand in the ad when possible
    • Strong Calls to action
    • 3-5 ads per ad group (allows for testing and data-driven refinement)
  • Understand Paid Search Quality Score
    • Quality score, or Quality Index (MSN) is the search engines’ way of balancing the interests of all parties in the online advertising ecosystem
    • Higher quality score usually means higher position and Lower CPC
    • Ranked on a 1-10 scale, with 10 being the best
  • Quality Score Influencers
  • What Does Quality Score Influence?
  • How do I improve my Quality Score?
    • Organize Account
    • Choose Relevant Keywords
    • Create straight-forward, targeted ads
    • Relevant landing page with relevant html copy
    • User-friendly site that loads fast
    • Note: Even if you have done everything right, you might not have a perfect quality score
  • Use Keywords in Title Tags
    • The 1stmarketing message a user will see
    • Needs to be unique and concise and explain the content on page
    • You typically have 66 characters to get your critical message out to users
    • This is where the battle is won in the Search Engine Result’s Page!
  • Incorporate Keywords into Other Site Elements
    • Meta Tags - Include a unique meta tag description on each page of your site that includes keywords that are relevant to the copy on the page (meta descriptions typically are truncated after 160 characters)
    • Alt Image Attributes - Utilize both an alt image attribute and an image file name that is relevant and keyword friendly
    • Keyword Friendly URLs - Include keywords within your URL that match the content on the page.
    • Clear Heading Structure - Use Heading tags to present structure to site visitors and this easy to understand hierarchy will help the search engines better understand the page’s content (use <H1> tags for important headings and avoid over using heading tags)
    • Anchor Text - Use anchor text on important keywords when linking to internal web pages.
    • HTML Body Copy - Incorporate as much HTML content and code as you can into your new site build…The best SEO strategy is relevant content.
  • 301 Redirects
  • robots.txt
    • A robots.txt file should always be placed in the root directory of your site. A robots.txt lets the search engine know that it is okay to crawl your site and also allows you the opportunity to block the search engines from crawling any directories on your site.
    • The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.
    • Place a robots.txt file in your root directory and make sure that the file name is all lower case.
    Sample robots.txt file
    User-agent: *
    Disallow:
    Disallow: /ext2
    Disallow: /scripts
    Disallow: /dcr8
    Disallow: /cms
    Disallow: /template
    Disallow: /zones
    Disallow: /tirequote
  • No end to the puzzle
  • Measurement & Reporting
    “Not everything that can be counted counts, and not everything that counts can be counted.”
    -Albert Einstein.
  • Step #1: Benchmark
    Benchmark Your Baseline Measurements Before Your SEM
    Campaign Begins
    • Overall traffic by channel/keyword
    • Search engine traffic
    • Paid vs. organic traffic
    • Conversions by channel/keyword
    • Top traffic-driving keywords
    • Top conversion-driving keywords
    • Keyword rankings
  • Step #2: Monitor & Refine
    Begin to Measure and Monitor the impact your
    campaign is having on both traffic and conversions for
    your organic and paid search traffic
    SEO
    • Monitor engagement and traffic increases from the keywords that have been incorporated into your keyword strategy
    • Segment by search engine to monitor different behaviors of each engine
    • Monitor other engagement metrics:
    • Average page views per visitor
    • Average time on site
    • Bounce rate
    • Percentage of New Visitors
  • Step #2: Monitor & Refine
    Begin to Measure and Monitor the impact your
    campaign is having on both traffic and conversions
    SEM
    • Measure both conversions and revenue by paid search campaign & keyword
    • Create business rules to optimize campaign that capitalize on efficiencies discovered in the data mining process
    • Continually build long-tail terms and expand on profitable pieces of the campaign
  • Bottom Line Metrics
    Success Metrics Progression:
    Cost Per Acquisition/Key Performance Indicators
    • “Good”
    • Initial optimizations
    • Cost-per-name
    • Cost-per-segment
    Return On Ad Spend
    • “Better”
    • Sales data layered in
    Return On Investment
    • “Best”
    • Sales data with profit margin data
    • Profitability/Best Customers
    CPA/KPI
    (good)
    ROAS
    (better)
    ROI
    (best)
  • Recap key points
    Relevancy & Measurement is the key to any successful
    Search initiative
    • Build your website to clearly target the keywords and themes that are important to your customers
    • Create relevant and focused paid search campaigns to give you a higher quality score and better overall performance
    • Keep in mind SEO best practices when incorporating your important keywords into your web site
    • Combine the strengths of your SEO and PPC campaigns to develop a strong SEM campaign
    • Use data to measure, refine and assign a value to your SEM initiatives
    • Use revenue and profitability as your main metric of success and capitalize on positive trends and eliminate negative trends
  • Additional considerations…
  • Mobile search
  • The future mobile search
  • Increasingly less control
    25% of Search Results
    For the World’s Top 20 brands are
    Links to user-generated content
    34%_of_bloggers_post_opinions_about_products
    Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25
  • Yes, “Social Authority” matters
    • Number of followers on Twitter
    • People you “follow”
    • Known public authorities
    Source: Google & Bing via Danny Sullivan Interview, 2010
  • Reject faith-based decisions
  • Make evidence-based decisions
  • Share and extend the knowledge
  • Questions? Thank you!
    Or:
    email: jeff@levelwing.com
    phone: +1 646 216 8334
    follow on Twitter: @jeffadelsonyan