Sis tue 1315 sponsored lunch zeta interactive


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Sis tue 1315 sponsored lunch zeta interactive

  1. 1. Zeta Interactive Sangram KachwahaSearch Insider Summit Vice President, Digital Services © 2012 Zeta Interactive – Proprietary & Confidential 1
  2. 2. TODAY’S CONVERSATIONTOP ROI SECRETS… Know Your Competitors Beyond Brick And Mortar Landing Page Optimization – Do More With Less Work Road To Quality Links - Qualify Before You Quantify LT V – Revenue Comes From Customers, Not Clicks Re-Blog, Reuse, Recycle – Rinse & Repeat Content Multi Channel Attribution – Give Credit Where Due Easy Tip To Find Your Vertical’s Hot Mobile Keywords Branding – It’s Not just About Traditional Advertising © 2012 Zeta Interactive – Proprietary & Confidential 2
  3. 3. KNOW YOUR COMPETITORS BEYOND BRICK AND MORTAR It doesn’t stop at Brick and Mortar. Know how well your competitors are competing online. Keyword Ranking Media - Images & Video Geography – Local Listings Share of Voice What do the engines think? ROI SECRET  Brick and Mortar stores are competing in organic search in different ways.  Understand how the competition is gaining ground from keywords and how visible their media is in Google Images, Videos, Shopping Results, etc., to see who is interacting with their customers.  Identify who the search engines categorize as your actual competitors. © 2012 Zeta Interactive – Proprietary & Confidential 3
  4. 4. LANDING PAGE OPTIMIZATION – DO MORE WITH LESS WORKMany Marketers Still Do Not… Zeta SEM LP Optimization Examples Test Landing Pages with A/B tests. Test Landing Pages with Multivariate tests. +54%Very Few Marketers Are… Conducting tests iteratively and ongoing. Conducting dozens of tests concurrently.Why? +11% Because getting creative teams, development teams, IT Departments and search marketing teams to work on the same project is hard. +10% ROI SECRET Try easier-to-use testing platforms like Ion LiveBall for variation testing in your SEM program using minimal IT resources and coding changes. © 2012 Zeta Interactive – Proprietary & Confidential 4
  5. 5. ROAD TO QUALITY LINKS – QUALIFY BEFORE YOU QUANTIFY Spend time qualifying link targets to ensure clean neighborhoods and levels of authority. Nurture relationships to ensure security of link placements and future support. Leverage for Panda- preventive measures - a method that even Google would APPROVE. © 2012 Zeta Interactive – Proprietary & Confidential 5
  6. 6. LT V – REVENUE COMES FROM CUSTOMERS, NOT CLICKS Keywords Don’t Drive Revenue. People do. Customers KeywordsROI SECRET Generic keywords that convert higher percentages of new visitors (customers) are worth more to your business. Consider bidding more aggressively for terms that bring new customers and more aggressively still for terms that bring in customers with a higher lifetime value. © 2012 Zeta Interactive – Proprietary & Confidential 6
  7. 7. RE-BLOG, REUSE, RECYCLE – RINSE & REPEAT CONTENT No need to reinvent any content wheel. Analyze data for your most popular content and rework it for guaranteed returns. ROI SECRET  Reuse old blog posts and articles with high traffic Create and comments. Content  Freshen data by rewriting and expanding the topic to include humor, updated questions, news and announcements. Add a  Summarize longer content to have quick takeaways and leverage the same short content in pinch of your email marketing efforts. FRESH  Great opportunity for improving internal linking and to promote on directories and social channels Publish & to gain visibility as link bait. Promote Search engines are qualifying sites on content, so consistency in topic relevance and quality is the key to driving success in traffic, conversions and leads. © 2012 Zeta Interactive – Proprietary & Confidential 7
  8. 8. MULTI CHANNEL ATTRIBUTION – GIVE CREDIT WHERE DUEROI SECRET Multi-Channel Attribution Analysis Shows You: Multi-Channel  # of channel touch-points your customers have: Attribution for the  Which channels masses is here in  What sequence Google Analytics.  Top paths and average path lengths. Use to redefine your CPA Targets by Channel. Use Insights To:  Adjust your CPA targets by channel.  Re-align budgeting between channels.  Develop relevant messaging © 2012 Zeta Interactive – Proprietary & Confidential 8
  9. 9. EASY TIP TO FIND YOUR VERTICAL’S HOT MOBILE KEYWORDS ROI SECRET  Export search volume stats for your site or vertical’s keywords from the Google KW Tool  Compare % of Mobile Searches vs. Desktop © 2012 Zeta Interactive – Proprietary & Confidential 9
  10. 10. BRANDING – IT’S NOT JUST ABOUT TRADITIONAL ADVERTISING How can marketers measure the effectiveness of their digital branding campaigns?ROI SECRET Create a common language around correlated success metrics and KPIs Leverage competitive benchmarking tools for proving brand health  Tracking branded searches against competitors gives marketers a window to see comparisons and seasonality  Consider using panel-based competitive tools—like comScore or Nielsen—to dig deep into how customers are trending and changing relative to competitive sets & target demographics © 2012 Zeta Interactive – Proprietary & Confidential 10
  11. 11. Sangram KachwahaVice President, Digital © 2012 Zeta Interactive – Proprietary & Confidential 11