Search Marketing

Marketing Upside Down How online search is turning marketing on it’s head

What is Search Marketing? Kids drum sets $ $

The Old Way: A Marketer… Identifies a market, Consumers Marketer

The Old Way: A Marketer… Identifies a market, Chooses target customers Consumers Consumers Consumers Consumers Consumers Marketer

The Old Way: Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs Consumers Consumers Marketer

The Old Way: Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message Consumers Consumers Marketer =

The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences Marketer =

The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. Marketer =

The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. So when the need arises Marketer

The Old Way: Consumers Consumers Consumers Marketer A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. So when the need arises, The marketer’s product comes to mind.

The New Way: Consumer A Consumer… Expresses a product need, X To a Sales Person Consumers Consumers Consumers Marketer Marketer? $ Sales Person

The New Way: Consumer A Consumer… Expresses a product need, To a Sales Person Who sells the product. $ $ Sales Page Consumers Consumers Consumers Marketer

“ Lookingforness”

Unprecedented drop in acquisition cost 1/50

Good, but not perfect. The Old Way The New Way

Search Marketing In Two Words: Data Language

A Day of GPS

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1,293 permutations in a single day No permutation with more than 5% of volume 747 (57%) single instance

What is this?

Patriotic rug

Round rug

36” rug

Braided rug

Beaded rug

Welcome mat

Cotton rug

Washable rug

Bath Mat

Bathroom rug

Theme rug

Red White and Blue Rug

American Rug

Flag Rug

Stars and Stripes rug

Thank You

;)

Keyword distribution Keyword Percentile 1 100 Percentage of Total Queries 1 16 Cumulative Percentage 100 1 50 / 20 16 / 1 80 / 60

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The Battle For Customers

Google is now… Worth $165 billion dollars in market capitalization The fastest growing 4 year old public company in history 3 times for valuable than Disney 11 times more valuable than GM Leading the fastest growing segment of marketing