It’s Not Multichannel
Marketing If You Don’t
    Include Search
      Lisa Raehsler
  SEM Strategy Consultant
        Octo...
Is SEM Overlooked?


This is Search

1 line item
1 budget




                       @lisarocksSEM
Best Practice #1: Goals
                          Buying Funnel
Fit into overall
strategic goals
•Can help define
goals
•D...
Best Practice #2: Listen
                        Keyword                             Global Monthly Searche
              ...
Best Practice #3: Creative

Creative
consistency
•Old Navy:
•Same ad copy on
every search
•Missed
opportunity!


         ...
Best Practice #4: Budget

Proper budget allocation
•This is a real budget allocation for a national
product launch!




  ...
Best Practice #5: Engagement

                                     2. Search
1. Watch
 TV
                                ...
Killer Tactic #1

Retargeting
• Reach them
  anywhere on the
  web




                    @lisarocksSEM
Killer Tactic #2
Drive social
media fans and
followers with
PPC




                   @lisarocksSEM
Killer Tactics #3

Promotions and special offers
• Escalating discounts

           Free Shipping



                10% o...
Killer Tactics #4
                 Extreme Makeover: Home Edition
Ad scheduling
• TV Spots
• Key programs




            ...
Final Thought…




  Search can be integrated into any campaign!




                                      @lisarocksSEM
Thank You!

Contact:
Lisa Raehsler
SEM Strategy Consultant


Certified Google Advertising Professional


raehsler@gmail.co...
Upcoming SlideShare
Loading in …5
×

It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010

720
-1

Published on

It’s Not Multichannel Marketing If You Don’t Include Search
We all know multichannel marketing – reaching customers through multiple avenues such as a retail store, website, catalogue, or direct personal communications via snail mail, email or text message. But what about search? If you’re not engaging through the search channel, you’re missing out on one of the most powerful forms of engagement: people telling you specifically what they want! This session explores the best ways to integrate search into the marketing mix.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
720
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010

  1. 1. It’s Not Multichannel Marketing If You Don’t Include Search Lisa Raehsler SEM Strategy Consultant October 6, 2010
  2. 2. Is SEM Overlooked? This is Search 1 line item 1 budget @lisarocksSEM
  3. 3. Best Practice #1: Goals Buying Funnel Fit into overall strategic goals •Can help define goals •Different goals for search? @lisarocksSEM
  4. 4. Best Practice #2: Listen Keyword Global Monthly Searche eco products 49,500 "eco products" 12,100 Listen to what people [eco products] green products 4,400 90,500 want "green products" 40,500 [green products] 9,900 •This is what they eco friendly products "eco friendly products" 33,100 18,100 search for! [eco friendly products] 9,900 eco friendly cleaning products 3,600 environmentally friendly products 40,500 eco friendly 450,000 eco friendly promotional products 1,900 eco friendly home products 880 green eco friendly products 720 eco friendly products wholesale 480 green home products 2,400 @lisarocksSEM
  5. 5. Best Practice #3: Creative Creative consistency •Old Navy: •Same ad copy on every search •Missed opportunity! @lisarocksSEM
  6. 6. Best Practice #4: Budget Proper budget allocation •This is a real budget allocation for a national product launch! @lisarocksSEM
  7. 7. Best Practice #5: Engagement 2. Search 1. Watch TV 3. Visit Website 4. Off-line purchase? @lisarocksSEM
  8. 8. Killer Tactic #1 Retargeting • Reach them anywhere on the web @lisarocksSEM
  9. 9. Killer Tactic #2 Drive social media fans and followers with PPC @lisarocksSEM
  10. 10. Killer Tactics #3 Promotions and special offers • Escalating discounts Free Shipping 10% off 20% off @lisarocksSEM
  11. 11. Killer Tactics #4 Extreme Makeover: Home Edition Ad scheduling • TV Spots • Key programs Hoarders @lisarocksSEM
  12. 12. Final Thought… Search can be integrated into any campaign! @lisarocksSEM
  13. 13. Thank You! Contact: Lisa Raehsler SEM Strategy Consultant Certified Google Advertising Professional raehsler@gmail.com @lisarocksSEM blog: onlinemarketingmavens.com

×