Search Engine Marketing Explained<br />6/18/2010<br />
Agenda<br />Industry Overview<br />Success Lies In Fundamentals<br />Regional Differences: All Markets Are Not Created Equ...
INDUSTRY OVERVIEW<br />
Why PPC?<br />	PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared b...
What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Large volume of traffic – high upside
Receptive to message – want you now
Not “interruption advertising”
Highly targeted traffic
“Implied intent” – can show stage in buying cycle
Precise targeting opportunities
Geo Targeting, Day Parting & Demographics</li></li></ul><li>What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Eas...
Control of placement on page
Control of creative messaging
Control of destination
Real-time activation and optimization
Cost-effective & best ROI advertising in many cases</li></li></ul><li>What Are The Key Challenges Of PPC Advertising?<br /...
Significant Education
Management Complexity
Time Consuming
Multiple User Interfaces
Technology Variation</li></li></ul><li>Who Are The Key Players?<br /><ul><li>Google, Yahoo & Bing results account for 90% ...
Google drove close to 80% of US paid search in 2009, up from 60% in 2006.
Largely at the expense of Yahoo, for which spending share decreased by 12.4%.
Number two, Yahoo!, collected a mere 8% share, while everyone else split 12% of the pie. </li></li></ul><li>Search Marketi...
SUCCESS LIES IN FUNDAMENTALS<br />
Key Steps To Create a Successful PPC Campaign?<br />STRATEGY<br /><ul><li>Knowledge: Know your target market and product
Goals: Define business objectives
Metrics: Define key performance indicators (KPIs)
Success: Define conversion events
Intelligence: Collect data and assess
Optimize: Make changes and repeat</li></li></ul><li>Key Steps To Create a Successful PPC Campaign?<br />EXECUTION<br /><ul...
Keywords: Identify keywords, negative keywords, match types, plural vs. singular
AdCopy: State unique value proposition, call to action, and friendly display URLs
Budgeting/Bidding: Set account & campaign level budgets, keyword bidding strategies
Targeting:  Utilize targeting methodologies (geo-targeting, by demographics, day-parting)
Distribution/Networks: Decide which engines you should use. Search vs. content network?
Landing Pages: Chosecontent, design & images, calls to action.
Tracking & Analytics: Set keyword level tracking (Depth pays off)
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nextNY Online Marketing School - SEM Presentation

  1. 1. Search Engine Marketing Explained<br />6/18/2010<br />
  2. 2. Agenda<br />Industry Overview<br />Success Lies In Fundamentals<br />Regional Differences: All Markets Are Not Created Equally<br />Cost Savings: True Impact Of Quality Scores<br />Weed Out Irrelevant Traffic: Negative Keywords<br />In-House Teams and 3rd Party Tools<br />SMB Challenges & Automation<br />Questions<br />
  3. 3. INDUSTRY OVERVIEW<br />
  4. 4. Why PPC?<br /> PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared by most online marketers, who in 2007, according to Marketing Sherpa, ranked PPC and email marketing as the two channels with the highest ROI.<br />
  5. 5. What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Large volume of traffic – high upside
  6. 6. Receptive to message – want you now
  7. 7. Not “interruption advertising”
  8. 8. Highly targeted traffic
  9. 9. “Implied intent” – can show stage in buying cycle
  10. 10. Precise targeting opportunities
  11. 11. Geo Targeting, Day Parting & Demographics</li></li></ul><li>What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Easy to measure – accurate ROI
  12. 12. Control of placement on page
  13. 13. Control of creative messaging
  14. 14. Control of destination
  15. 15. Real-time activation and optimization
  16. 16. Cost-effective & best ROI advertising in many cases</li></li></ul><li>What Are The Key Challenges Of PPC Advertising?<br /><ul><li>Slow Adoption
  17. 17. Significant Education
  18. 18. Management Complexity
  19. 19. Time Consuming
  20. 20. Multiple User Interfaces
  21. 21. Technology Variation</li></li></ul><li>Who Are The Key Players?<br /><ul><li>Google, Yahoo & Bing results account for 90% of all search traffic.
  22. 22. Google drove close to 80% of US paid search in 2009, up from 60% in 2006.
  23. 23. Largely at the expense of Yahoo, for which spending share decreased by 12.4%.
  24. 24. Number two, Yahoo!, collected a mere 8% share, while everyone else split 12% of the pie. </li></li></ul><li>Search Marketing Industry Landscape <br />~600K Active AdWords Customers<br /><5K Customers<br /><1% Market<br />$10 Billion <br />Enterprise<br />>100K MS<br />Agency<br /><100K MS<br />70K Customers<br />9% Market<br />~$8 Billion<br />$12 Billion Addressable Spending<br />Medium<br /><50K MS<br /> (Pro)<br />Small<br />< 10K MS<br /> (Pro)<br />525K Customers<br />90% Market<br />~$2 Billion (Google Revenues)<br />Local<br />< 2.5K MS<br /> (Leads)<br />
  25. 25. SUCCESS LIES IN FUNDAMENTALS<br />
  26. 26. Key Steps To Create a Successful PPC Campaign?<br />STRATEGY<br /><ul><li>Knowledge: Know your target market and product
  27. 27. Goals: Define business objectives
  28. 28. Metrics: Define key performance indicators (KPIs)
  29. 29. Success: Define conversion events
  30. 30. Intelligence: Collect data and assess
  31. 31. Optimize: Make changes and repeat</li></li></ul><li>Key Steps To Create a Successful PPC Campaign?<br />EXECUTION<br /><ul><li>Campaign Set-up: Organize campaigns to boost budget & quality score
  32. 32. Keywords: Identify keywords, negative keywords, match types, plural vs. singular
  33. 33. AdCopy: State unique value proposition, call to action, and friendly display URLs
  34. 34. Budgeting/Bidding: Set account & campaign level budgets, keyword bidding strategies
  35. 35. Targeting: Utilize targeting methodologies (geo-targeting, by demographics, day-parting)
  36. 36. Distribution/Networks: Decide which engines you should use. Search vs. content network?
  37. 37. Landing Pages: Chosecontent, design & images, calls to action.
  38. 38. Tracking & Analytics: Set keyword level tracking (Depth pays off)
  39. 39. URLs (display/destination): Enhance display URLs to increase credibility
  40. 40. Other Third Party Tools: Competitive analysis, market trends, market sizing</li></li></ul><li>Stages For Implementing a Successful PPC Campaign<br />
  41. 41. Key Components Of Successful PPC Campaign<br />GEOGRAPHY<br />Process: Geo-Targeting is driven by the following criteria: Vertical Specification, Population, Density, & Market Competitiveness.<br />Method: Geo Targeting & GEO Modification.<br />Level: Zip, City, DMA/ Metro, County, State.<br />Engines: Google, Yahoo & MSN<br />TIME<br />Process: Day Parting is driven by the customers’ operating hours and/ or conversion performance by part of day, week, month, etc.<br />Method: Work Hours, Workdays, Weekends, Month.<br />Level: Hourly, Daily, Weekly, Monthly<br />Engines: Google, Yahoo & MSN<br />SEO<br />Process: SEO is utilized to help SEM. This process allows us to get better quality score, drive lower CPC, increase conversion & drive organic conversions. <br />Method: Relevant, content, optimized Meta, H1, H2 & ALT tags, Titles, Site Map, Page load times, Anchor Text, Multiple Domains.<br />Engines: Google, Yahoo & MSN<br />
  42. 42. Imperatives: Track These or Lose<br />TRACK<br />Impressions<br />Conversions/ Sales<br />Clicks<br />CPA<br />Customer GEO<br />CTRs<br />Conversion Rates<br />Time Of Conversion<br />Cost<br />Revenue<br />CPC<br />Demo, LTV, Behavioral, etc.<br />ROI<br />Avg. Position<br />OPTIMIZE<br />
  43. 43. What To Expect When Right Tactics Are Employed <br /><ul><li>Clickable overtakes creation & management of 1,500+ accounts across multiple levels of spend and areas of specialization & sub-specialization.
  44. 44. Re-posts 1,200+ brand new accounts (small spenders = aggregate optimization) & overtakes creation of high spending accounts.
  45. 45. Clickable’s newly attained management of the accounts produced in a 3X increase in the overall conversion rate (3.84% vs. 10.79%).
  46. 46. Clickable newly created accounts also outperformed legacy accounts by having a 34% lower CPA.
  47. 47. Clickable also managed to increase number of active customers & grow revenue (Ad Spend).</li></li></ul><li>Top 10 Questions You Should Ask Your PPC Team<br />How much revenue do we drive through PPC alone?<br />What is our CPA? What is our ROI?<br />What is our conversion rate? What is industry avg. CR? <br />What percentage of our budget is fully utilized?<br />Are there any opportunities to find more converting traffic?<br />
  48. 48. Top 10 Questions You Should Ask Your PPC Team<br />Do we do geo-targeting? Do we do day parting?<br />What kind of tools do we use? Do we use automation?<br />Do we do testing? PPC testing and/or landing page testing?<br />Do we send PPC traffic only to one location? <br />How are our quality scores?<br />
  49. 49. All Markets Are Not Created Equally<br />
  50. 50. Regional Differences<br />$14.7 CPC<br />(140K Active Lawyers; Divorce Rate: 2.8 Per 1,000)<br />
  51. 51. Regional Differences<br />$4.3 CPC<br />(17K Active Lawyers; Divorce Rate: 4.7 Per 1,000)<br />
  52. 52. Top 5 Tips For Utilizing Market Differences<br />GEO Modified Campaigns (National/ Larger Area)<br />General Search Campaign (Geo-Targetted)<br />Create Local Ads<br />Custom Local City & General Landing Pages<br />25 Mile Radius<br />
  53. 53. Quality Scores<br />
  54. 54. Impact Of Quality Scores<br />Ad Rank = Bid x Quality Score<br />
  55. 55. True Impact Of Quality Scores<br />
  56. 56. True Impact Of Quality Scores – Case Study<br />
  57. 57. Top 5 Tips To Increase Quality Scores<br />Split Keywords into smaller more targeted Ad Groups<br />Create relevant ad copy for each AdGroup<br />Optimize Creatives<br />Experiment with matching options<br />Build your SEO<br />Link Building And SEO<br />Implement Keywords<br />Essential Site Pages<br />Make Sure Google Thinks You’re Relevant<br />
  58. 58. Negative Keywords<br />
  59. 59. Negatives: Weed out irrelevant traffic!<br />
  60. 60. True Impact Of Negative Keywords – Case Study<br />
  61. 61. How To Find Negative Keywords?<br />Keyword Research Tools<br />Google's keyword tool, wordtracker and keyworddiscovery are typically the first place advertisers look for negative keyword help. <br />Search Query Performance Report<br />Once your account has been active for several days, the Search Query Performance Report becomes the most relevant resource for identifying negative keywords.<br />Your Analytics tool<br />If you are not using a third party web analytics tool to track your traffic sources - install one ASAP. Google Analytics is a robust web analytics tool and best of all its free. <br />Competitive Intelligence Tools<br />Tools such as keycompete, compete.com and ispioage provide insight into your competitors' keyword lists. <br />
  62. 62. IN-HOUSE TEAMS AND 3rd PARTY TOOLS<br />
  63. 63. When And How: Build Successful In-House PPC Team<br />WHEN<br /><ul><li>DEMAND EXISTS: You have a product or service that can sell
  64. 64. DEMAND FULFILLMENT: You are ready to fulfill demand
  65. 65. ECONOMICS: You are certain that it makes business sense
  66. 66. STABLE STORE: Your web-site is stable & functioning
  67. 67. DEFINED METRICS: Your metrics are well defined
  68. 68. TRACKING: You are capable to track your sales funnel
  69. 69. REPORTING: Make sure that you have a clear visibility into your metrics
  70. 70. COMMITEMENT: Commitment to build and maintain technology & intelligence</li></ul>HOW<br /><ul><li>GOALS: Establish clear business objectives
  71. 71. HIRE SMART: Do not try to save on resource, Search is complex and can be costly.
  72. 72. TOOLS: Get Relevant Tools that can help you be more efficient.
  73. 73. EDUCATION: Make Sure Your Resources Understand Your Business.</li></li></ul><li>What To Evaluate When Choosing 3rd Party Vendors?<br /><ul><li>CREDIBILITY: Ask for case studies, references, customer feedback
  74. 74. TRANSPERENCY: Make sure that you will have full transparency in metrics
  75. 75. COMMITMENT: Don’t settle for long contracts & commitments
  76. 76. FLEXIBILITY: Vendors should easily adjust as your business goals and needs are changing
  77. 77. SCALABILITY: There needs to be a capacity to grow as your business expands
  78. 78. PRICE: Get a defined pricing model that is beneficial to your business
  79. 79. CLEAR ROI: Make sure that there is a clear ROI opportunity
  80. 80. INTEGRATION: Integration should be simple and should not delay you business growth
  81. 81. SERVICE: Establish clear communication channels and levels of service</li></li></ul><li>SBM CHALLENGES & AUTOMATION<br />
  82. 82. Can We Bring More SMBs To PPC Advertising?<br />CURRENT CHALLENGES<br /><ul><li>ADOPTION: SMBs still struggle to adopt new forms of advertising
  83. 83. COMPLEXITY: Diverse and complex user experiences, levels of engagement, etc.
  84. 84. INEFFICIENCY: Most self managed PPC programs fail due to inexperience
  85. 85. EQUIPMENT: High proportion of SMBs have inadequate Web sites and tracking technologies</li></ul>LONG TERM SOLUTIONS<br /><ul><li>EDUCATION: Constant education about performance aspect of PPC
  86. 86. TOOLS & PLATFORMS: Create simple and single UE to manage PPC across engines
  87. 87. AUTOMATION: Build automated recommendations that drive efficiency
  88. 88. OFFERING: Provide technology that can scale and provide simple and effective products & services</li></li></ul><li>The Right Approach To Automation<br />
  89. 89. The Right Approach To Automation<br />
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