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nextNY Online Marketing School - SEM Presentation nextNY Online Marketing School - SEM Presentation Presentation Transcript

  • Search Engine Marketing Explained
    6/18/2010
  • Agenda
    Industry Overview
    Success Lies In Fundamentals
    Regional Differences: All Markets Are Not Created Equally
    Cost Savings: True Impact Of Quality Scores
    Weed Out Irrelevant Traffic: Negative Keywords
    In-House Teams and 3rd Party Tools
    SMB Challenges & Automation
    Questions
  • INDUSTRY OVERVIEW
    View slide
  • Why PPC?
    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.
    View slide
  • What Are The Key Benefits Of PPC Advertising?
    • 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
  • What Are The Key Benefits Of PPC Advertising?
    • Easy to measure – accurate ROI
    • 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
  • What Are The Key Challenges Of PPC Advertising?
    • Slow Adoption
    • Significant Education
    • Management Complexity
    • Time Consuming
    • Multiple User Interfaces
    • Technology Variation
  • Who Are The Key Players?
    • Google, Yahoo & Bing results account for 90% of all search traffic.
    • 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.
  • Search Marketing Industry Landscape
    ~600K Active AdWords Customers
    <5K Customers
    <1% Market
    $10 Billion
    Enterprise
    >100K MS
    Agency
    <100K MS
    70K Customers
    9% Market
    ~$8 Billion
    $12 Billion Addressable Spending
    Medium
    <50K MS
    (Pro)
    Small
    < 10K MS
    (Pro)
    525K Customers
    90% Market
    ~$2 Billion (Google Revenues)
    Local
    < 2.5K MS
    (Leads)
  • SUCCESS LIES IN FUNDAMENTALS
  • Key Steps To Create a Successful PPC Campaign?
    STRATEGY
    • 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
  • Key Steps To Create a Successful PPC Campaign?
    EXECUTION
    • Campaign Set-up: Organize campaigns to boost budget & quality score
    • 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)
    • URLs (display/destination): Enhance display URLs to increase credibility
    • Other Third Party Tools: Competitive analysis, market trends, market sizing
  • Stages For Implementing a Successful PPC Campaign
  • Key Components Of Successful PPC Campaign
    GEOGRAPHY
    Process: Geo-Targeting is driven by the following criteria: Vertical Specification, Population, Density, & Market Competitiveness.
    Method: Geo Targeting & GEO Modification.
    Level: Zip, City, DMA/ Metro, County, State.
    Engines: Google, Yahoo & MSN
    TIME
    Process: Day Parting is driven by the customers’ operating hours and/ or conversion performance by part of day, week, month, etc.
    Method: Work Hours, Workdays, Weekends, Month.
    Level: Hourly, Daily, Weekly, Monthly
    Engines: Google, Yahoo & MSN
    SEO
    Process: SEO is utilized to help SEM. This process allows us to get better quality score, drive lower CPC, increase conversion & drive organic conversions.
    Method: Relevant, content, optimized Meta, H1, H2 & ALT tags, Titles, Site Map, Page load times, Anchor Text, Multiple Domains.
    Engines: Google, Yahoo & MSN
  • Imperatives: Track These or Lose
    TRACK
    Impressions
    Conversions/ Sales
    Clicks
    CPA
    Customer GEO
    CTRs
    Conversion Rates
    Time Of Conversion
    Cost
    Revenue
    CPC
    Demo, LTV, Behavioral, etc.
    ROI
    Avg. Position
    OPTIMIZE
  • What To Expect When Right Tactics Are Employed
    • Clickable overtakes creation & management of 1,500+ accounts across multiple levels of spend and areas of specialization & sub-specialization.
    • Re-posts 1,200+ brand new accounts (small spenders = aggregate optimization) & overtakes creation of high spending accounts.
    • Clickable’s newly attained management of the accounts produced in a 3X increase in the overall conversion rate (3.84% vs. 10.79%).
    • Clickable newly created accounts also outperformed legacy accounts by having a 34% lower CPA.
    • Clickable also managed to increase number of active customers & grow revenue (Ad Spend).
  • Top 10 Questions You Should Ask Your PPC Team
    How much revenue do we drive through PPC alone?
    What is our CPA? What is our ROI?
    What is our conversion rate? What is industry avg. CR?
    What percentage of our budget is fully utilized?
    Are there any opportunities to find more converting traffic?
  • Top 10 Questions You Should Ask Your PPC Team
    Do we do geo-targeting? Do we do day parting?
    What kind of tools do we use? Do we use automation?
    Do we do testing? PPC testing and/or landing page testing?
    Do we send PPC traffic only to one location?
    How are our quality scores?
  • All Markets Are Not Created Equally
  • Regional Differences
    $14.7 CPC
    (140K Active Lawyers; Divorce Rate: 2.8 Per 1,000)
  • Regional Differences
    $4.3 CPC
    (17K Active Lawyers; Divorce Rate: 4.7 Per 1,000)
  • Top 5 Tips For Utilizing Market Differences
    GEO Modified Campaigns (National/ Larger Area)
    General Search Campaign (Geo-Targetted)
    Create Local Ads
    Custom Local City & General Landing Pages
    25 Mile Radius
  • Quality Scores
  • Impact Of Quality Scores
    Ad Rank = Bid x Quality Score
  • True Impact Of Quality Scores
  • True Impact Of Quality Scores – Case Study
  • Top 5 Tips To Increase Quality Scores
    Split Keywords into smaller more targeted Ad Groups
    Create relevant ad copy for each AdGroup
    Optimize Creatives
    Experiment with matching options
    Build your SEO
    Link Building And SEO
    Implement Keywords
    Essential Site Pages
    Make Sure Google Thinks You’re Relevant
  • Negative Keywords
  • Negatives: Weed out irrelevant traffic!
  • True Impact Of Negative Keywords – Case Study
  • How To Find Negative Keywords?
    Keyword Research Tools
    Google's keyword tool, wordtracker and keyworddiscovery are typically the first place advertisers look for negative keyword help.
    Search Query Performance Report
    Once your account has been active for several days, the Search Query Performance Report becomes the most relevant resource for identifying negative keywords.
    Your Analytics tool
    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.
    Competitive Intelligence Tools
    Tools such as keycompete, compete.com and ispioage provide insight into your competitors' keyword lists.
  • IN-HOUSE TEAMS AND 3rd PARTY TOOLS
  • When And How: Build Successful In-House PPC Team
    WHEN
    • DEMAND EXISTS: You have a product or service that can sell
    • DEMAND FULFILLMENT: You are ready to fulfill demand
    • ECONOMICS: You are certain that it makes business sense
    • STABLE STORE: Your web-site is stable & functioning
    • DEFINED METRICS: Your metrics are well defined
    • TRACKING: You are capable to track your sales funnel
    • REPORTING: Make sure that you have a clear visibility into your metrics
    • COMMITEMENT: Commitment to build and maintain technology & intelligence
    HOW
    • GOALS: Establish clear business objectives
    • HIRE SMART: Do not try to save on resource, Search is complex and can be costly.
    • TOOLS: Get Relevant Tools that can help you be more efficient.
    • EDUCATION: Make Sure Your Resources Understand Your Business.
  • What To Evaluate When Choosing 3rd Party Vendors?
    • CREDIBILITY: Ask for case studies, references, customer feedback
    • TRANSPERENCY: Make sure that you will have full transparency in metrics
    • COMMITMENT: Don’t settle for long contracts & commitments
    • FLEXIBILITY: Vendors should easily adjust as your business goals and needs are changing
    • SCALABILITY: There needs to be a capacity to grow as your business expands
    • PRICE: Get a defined pricing model that is beneficial to your business
    • CLEAR ROI: Make sure that there is a clear ROI opportunity
    • INTEGRATION: Integration should be simple and should not delay you business growth
    • SERVICE: Establish clear communication channels and levels of service
  • SBM CHALLENGES & AUTOMATION
  • Can We Bring More SMBs To PPC Advertising?
    CURRENT CHALLENGES
    • ADOPTION: SMBs still struggle to adopt new forms of advertising
    • COMPLEXITY: Diverse and complex user experiences, levels of engagement, etc.
    • INEFFICIENCY: Most self managed PPC programs fail due to inexperience
    • EQUIPMENT: High proportion of SMBs have inadequate Web sites and tracking technologies
    LONG TERM SOLUTIONS
    • EDUCATION: Constant education about performance aspect of PPC
    • TOOLS & PLATFORMS: Create simple and single UE to manage PPC across engines
    • AUTOMATION: Build automated recommendations that drive efficiency
    • OFFERING: Provide technology that can scale and provide simple and effective products & services
  • The Right Approach To Automation
  • The Right Approach To Automation