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Digital Marketing: Search Engine Marketing (SEM) in Belgium

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A quick overview on Search Engine Marketing and the possibilities in Belgium. By Zenith Optimedia.

A quick overview on Search Engine Marketing and the possibilities in Belgium. By Zenith Optimedia.

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  • 1. What is SEMSearch Engine Marketing Tom Rijsbrack – Search Engine Manager
  • 2. Internet in Belgium
  • 3. Country Key Facts Belgium 55% 10.839.905 (2,3 pers/household) 01.01.2010 44% North (N I + II) = 5.236.490 (56,3 %) Brussels 30 urban municipalities (N III) = 1.080.220 (Total: 11,6 % - Fr: 10,1 % - D: 1,5 %) South (N IV + V) = 2.986.540 (32,1 %) Source: SPF Economie / CIM PMP 2010
  • 4. Internet penetration Belgian Internet penetration (inhabitants of Belgium who use the Internet at least monthly) equals 66% (in 2009). Most of them is connected to broadband infrastructure. Source: MCDC Insites 2009
  • 5. Internet Key Figures The Belgian Internet penetration keeps increasing (+30%) since 2002. It is now equals 69%. Most of them is connected to broadband infrastructure. 90% 78% 80% 74% 72% 69% 69% 70% 66% 65% 66% 64% 61% 61% 58% 60% 55% 56% 52% 50% 47% 43% 39% pc penetration 40% internet penetration 30% 20% 10% 0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: CIM PMP 12+
  • 6. Internet Key Figures
  • 7. Google in BelgiumSource: Comscore November 2010
  • 8. Search Marketing
  • 9. SEM - Description Planning SEM SEM SEM (Search Engine Marketing) SEO SEA (Search Engine Optimisation (Search Engine Advertising) (Search Engine Advertising) or Organic Seach) Improve ranking through Improve ranking through Improve ranking through sites bidding on keywords. bidding on keywords. coding, presentation, structu struct Largest WW networks are Largest WW networks are re or adding unique content ure or adding unique Google, MSN and Yahoo! Google, MSN and Yahoo! to a site to a site content
  • 10. SEM - Description Planning SEM SEM SEA SEO
  • 11. SEM – Google’s Golden triangle vs Universal Eye Tracker
  • 12. SEA – Explaining the SEA/PPC cycle When using SEA or PPC you want people to visit you site, right? That’s a good start but in fact there are more steps when aiming for a maximum ROI. • When people use a Search Engine, they expect the given result to show them the information they need. • The next step is to convince those visitors to interact on your website in order to convert them into leads and/or customers. • After that you need to retain the existing customers and keep growth in mind. • During these steps you constantly need to measure your online marketing actions and customer behavior in order to optimize the traffic and conversions, in order to maximize you active customers
  • 13. SEA – Adtext & displayOn Google, 2 formats:1. Adtext2. Creative formats on Display Network The adtext are shown on Google when someone types a keyword present in the keyword list but can also be present on the « Display » Network where we can choose the kind of creative (text / Gif / Flash / Video / …).1 2
  • 14. Search Engine AdvertisingThe Anatomy ofSuccessful PPC AdsAlthough occasionally used on itsown, paid search can be a greatcomplement to an organicoptimization strategy. Research hasshown that having a presence inboth natural and paid resultsincreases the overall likelihood ofreceiving a click. This infographicbreaks down some of the main waysin which PPC advertisers canpositively affect campaign click-through rates.
  • 15. SEA: How it works? Keyword List Creation 1 Develop list of search terms based on campaign goals. Don’t overlap with other campaigns 2 Targeted Messaging Write tailored, relevant and compelling ad copy microsoft office suite office software microsoft office word 3 Landing Page Optimisation microsoft office student Identify, create and optimise the ideal landing page for each ad standard edition ms office Generic Keywords Product/Service Brand Keywords Ex: Keyword Ex: Antwerpen, evenementen, job, w Ex: Politie, Brandweer onen, groen
  • 16. SEA: How it works? Keyword List Creation 1 Develop list of search terms based on campaign goals. Don’t overlap with other campaigns Microsoft Office 2 Targeted Messaging Low prices on Microsoft Office Write tailored, relevant and Fast Delivery. Buy Now & Save! compelling ad copy www.ht.com.au 3 Landing Page Optimisation Identify, create and optimise the ideal landing page for each ad
  • 17. SEA: How it works? Keyword List Creation 1 Develop list of search terms based on campaign goals. Don’t overlap with other campaigns 2 Targeted Messaging Write tailored, relevant and compelling ad copy 3 Landing Page Optimisation Identify, create and optimise the ideal landing page for each ad
  • 18. SEA – campaign structure
  • 19. SEA needs – (Google Analytics) Tracking We recommend Google Analyics for your website tracking. For the moment this tool is offered for free, and integrate Adwords completely. This way we are able to to draw extra conclusions. •Do all results are similar to the results for CoreMetrics? •Complete integration of available cost data in Analytics •Tools (keywords, sources, ...) to optimize traffic in order to get more conversions (online demands) •Access to Google Analytics API and extra data which makes reporting much easier and faster.
  • 20. SEA needs – Quality Site URLs Flash websites in combination with Google Adwords result in a lower Adwords Quality Score. Other normal websites (readable by Search Engine Robots) will result in higher Quality Scores, as well as lower CPC and higher Ad positioning. It is very important to have searchable (for search engines/robots) Adwords destination URLs. Google searches for keyword matches in Ads and final Destination URL, and figures out if you’re linking to a relevant page are not. If our combination is seen as relevant for Google, it will also be granted a higher Quality Score and cheaper CPC. This also means relevant pages have to be set-up and targeted for both Dutch and Franch languages.
  • 21. SEA – Explaining Adwords Quality Score Also Google Adwords will perform not optimized and will return us with a bad Quality Score (metric used to define the quality of the keywords). Quality Score in Adwords looks at a variety of factors to measure how relevant your keyword is to your ad text and to a users search query. It updates frequently and is closely related to its performance. • CTR • Keyword, Ad and Landing Page relevancy • Historical performance • … many more A Low Quality score will inevitably lead to: • Higher costs • Lower ad position • Less clicks • Lower CTR
  • 22. CPC vs Conversion Tracking Because clicks and impressions are sound metrics but outdated, you will need to change strategy and focuss more on advanced metrics such as Conversion Rate or Cost per Lead in the near future. On short terms it is good to aim for an ideal CPC (cost per click). On long terms aiming for the conversion KPI and will become more important (more than impressions, CTR or CPC).
  • 23. CPC vs Conversion Tracking Visitors that convert on your website, show more interest in your brands because their action is measured right away. Every conversion shows us the corresponding source, keywords, date, ... Every action can be measured in a matter of days. Dont think … but better think … 10000 visitors on my site are great! 500 visitors that subscribe for a newsletter of demand a free sample are fantastic! A low CPC guarantees me of 10000 visitirs this month An optimal CPC brings less visitors BUT offers more conversions on the right keywords.
  • 24. SEO Planning SEM SEM SEA SEO
  • 25. SEO – Professional Audit Before launching a new or altered website an thorough SEO Audit is needed. The Audit will save you time and money, as you get recommendations in an early stage from a SEO-expert. • Zenith Optimedia Digital can fully take care off this advise. The Audit will teach you how to get your project(s) on the right track, the right way. • Our advice and analysis are only the first steps in the complex SEO process, as from then the real Optimisation begins physically by applying everything.
  • 26. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 27. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 28. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 29. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 30. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 31. Content – What to avoid1 Title tag has not been optimised2 Page content is minimal3 Content hidden behind forms4 Text used within an image5 Internal site linking is poor6 Page heading is not optimised
  • 32. Content – What works1 Appropriate use of heading tags2 Links through to relevant articles3 Use of relevant anchor text4 Text link navigation
  • 33. Content – What works1 Appropriate use of heading tags2 Links through to relevant articles3 Use of relevant anchor text4 Text link navigation
  • 34. Content – What works1 Appropriate use of heading tags2 Links through to relevant articles3 Use of relevant anchor text4 Text link navigation
  • 35. Content – What works1 Appropriate use of heading tags2 Links through to relevant articles3 Use of relevant anchor text4 Text link navigation

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