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SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing
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SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing

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Search Engine Marketing is one of the only forms of advertising that fulfills demand; most forms of advertising merely attempt to create demand. As consumer attention gets more and more fragmented, …

Search Engine Marketing is one of the only forms of advertising that fulfills demand; most forms of advertising merely attempt to create demand. As consumer attention gets more and more fragmented, Search Engine Marketing provides one of the best opportunities for brands to connect to consumers, convey information about products and services, and influence and drive purchase both online and offline. Learn how to utilize search engines to capture the attention and close the sale from consumers that are already in the market for your parts and services.

Published in: Automotive, Technology, Design

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  • 1. Hi.© 2010 Levelwing. All rights reserved | www.levelwing.com
  • 2. presentation available at: www.levelwing.com/sema/20SearchTips jeff@levelwing.com2 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 3. “Data is the most consumed product and it affects all others.” 5 exabytes (5.0x10ˆ19) - Eric Schmitt 5 = all info created exabytes created every 482003 through hours3 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 4. 50 In 1993 __________ pages existed on the worldwide web.1 354,000,000 Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2 1United Nations Data, 1994 2Google, October, 20114 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 5. = “I want”5 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 6. = “I want”6 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 7. “I want”7 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 8. Complimentary Strategies8 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 9. Tip 1: Start with the right content Words Quality Fresh Engaging Source: Jakob Niellsen, 20109 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 10. Tip 2: Call things what they are “Honey, I’m going to “Honey, I’m going to Meineke for some Meineke to get my steering and suspension alignment checked.” services.”10 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 11. Google Insights For Search alignment steering and suspension11 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 12. Tip 3: Build for search engines Gateway Page Flash Content Missing rich HTML text Site Loads Slowly Missing Title Tags12 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 13. Tip 4: Use keywords in title tags K&N High Performance Air Filters, Air Intakes, & Oil Filters •  Should be unique for each page •  Should be concise and explain page content •  Typically have 66 characters13 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 14. Tip 4: Use keywords in title tags14 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 15. Tip 5: Use keyword-rich meta description 16015 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 16. Win/Lose decided here16 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 17. Tip 6: Use keyword-rich urls brake repair ????17 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 18. Tip 7: Use alt image attribute & name image jl_knw_sidepromo_placeholder1.png18 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 19. Tip 8: Use keyword-rich anchor text19 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 20. Tip 9: Arrange content for scanning Source: Jakob Niellsen, 201020 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 21. 21 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 22. 22 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 23. What is Quality Score? Quality Score or Quality Index balances ecosystem Ranked on a 1-10 scale (10 = best) Users Higher quality score usually means higher position and lower CPC Search Advertisers Engine23 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 24. What Influences Quality Score? Keyword Landing Page Relevancy Quality Historical Ad Relevancy Performance QS Click- Other Through Rate Relevancy (CTR) Factors24 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 25. What Does Quality Score Influence? QS Above Eligibility Organic Results Price Position25 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 26. 26 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 27. Tip 10: Build organized foundation •  Organize “Campaigns” within Account •  5 or fewer unique keywords in an ad group •  Minimum of 3 to 5 text ads/ad group •  Minimum of 3 to 5 calls-to-action27 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 28. Tip 11: Build negatives28 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 29. Tip 11: Build negatives meta http-equiv="Keywords" name="Keywords" content=“toms of maine, toms of maine, natural personal care products, toms of maine products, toms of maine products, natural care products, oral care products, choose cruelty free, wind energy company, kate and toms of maine, certified organic products, tom, toms, kate and toms, toms of maine, toms of maine, maine products, toms products, tomsofmaine" (ADD these as negative keywords)29 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 30. Tip 12: Check different locations30 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 31. 31 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 32. Tip 13: “Broad” match is for head terms Broad Phrase & Exact Search Volume Generic Keywords Specific Keywords32 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 33. Tip 14: Use Search Query Reports33 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 34. Tip 15: Use Google Insights for Search34 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 35. Tip 15: Use Google Insights for Search Web Search Interest: car battery35 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 36. Tip 16: Focus on off-page SEO •  Grow quality links •  Do the socially respected share your content? Source: Google & Bing via Danny Sullivan Interview, 201036 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 37. Tip 17: Test, fail quickly, syndicate37 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 38. Tip 18: Create real accountability “Not everything that can be counted counts, and not everything that counts can be counted.” -Albert Einstein.38 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 39. Tip 19: 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 rankings39 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 40. Tip 20: Bottom line metrics trump all Cost Per Action/ CPA/KPI Key Performance Indicators (good) “Good” ROAS •  •  Initial optimizations (better) Return On Ad Spend •  “Better” ROI •  Sales data layered in (best) Return On Investment •  “Best” •  Sales data with profit margin data •  Profitability/Best Customers40 © 2010 Levelwing. All rights reserved | www.levelwing.com
  • 41. 9/8/2011 – Google Buys Zagat41 © 2010 Levelwing. All rights reserved | www.levelwing.com 41
  • 42. Local Search42 © 2010 Levelwing. All rights reserved | www.levelwing.com 42
  • 43. Future of Search?43 © 2010 Levelwing. All rights reserved | www.levelwing.com 43
  • 44. Why is this Important? 59% of online shoppers customer product reviews have a significant impact on their buying behavior Source: Marketing Charts, 9/201144 © 2010 Levelwing. All rights reserved | www.levelwing.com 44
  • 45. Why is this Important? on Yelp ratings… = 9% revenue increase Source: Michael Luca, 201145 © 2010 Levelwing. All rights reserved | www.levelwing.com 45
  • 46. Thank you. Or: email: jeff@levelwing.com phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com46 © 2010 Levelwing. All rights reserved | www.levelwing.com