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Winning Strategies for Software Marketing in Search

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View the full recorded webinar at http://bit.ly/10iLUXd. ...

View the full recorded webinar at http://bit.ly/10iLUXd.

Search Marketing has become a huge marketing channel, particularly for hyper-competitive industries like software sales. It is important to stay up to date on the latest developments and ad types within search, in addition to evolving and testing your campaigns over time. Search Mojo reviews these concepts in the webinar, Winning Strategies for Software Marketing in Search. If you are new to online marketing or are a veteran marketing but think your campaigns could use a refresher, you will find this webinar valuable.

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  • Not like other types of marketing
  • Helps showcase all of your offeringsGreat for broad keywords or brand keywordsFree!
  • Talk about deleting ad sitelinks set instead of editing, that way you don’t lose all of your data by editing.From our experience, the avg is typically 25-30% increase in overall account CTR. may be higher for certain campaigns usually works best for brand or really generic campaigns
  • Clicks/Clickthrough’s here just show how many times the ad itself was clicked on when the ad sitelinks showed…Does NOT depict how many times the actual sitelinks were clicked on. Flaw in reporting.There are ways to get around it (parameters, etc. move on to next slide)
  • Couldn’t find image of product ad with a missing book image… can talk to it.
  • Customize Columns in Campaign ViewSelect all Call Data Columns
  • Dimensions tabView drop-down: Call Details
  • explain no day-parting only solution would be to have two ad groups that mirror each other, one with call metrics, one without. Set day-parting hours accordingly. Show #during work hours, not when no one can answer the phoneCould put phone number on LP to track them even if they call after they clickthrough… Con to this  phone number changes over time, without notice from Googlepull data on wps decline in conversions when call metrics launched in the account
  • Repeat keyword in the headlineConcise message, keeps message from ad consistentSpecific call to action – short form
  • Janet
  • I’ll leave this one for sue to discuss. I have the points from the tests.Ironically, the button WITHOUT the word “free” outperformed the button with the word “free” on it.
  • Company brand messaging Vs.Product-focused messagingThis was done for product-specific keywords, like PrologProduct-focused won
  • Product videoVersusArchived webinar- Product video won

Transcript

  • 1. WINNING STRATEGIES FOR MARKETING SOFTWARE IN SEARCH SUE WATKINS, MERIDIAN SYSTEMS DIRECTOR OF MARKETING JANET DRISCOLL MILLER, SEARCH MOJO PRESIDENT AND CEO MARCH 15, 2012@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 2. ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, Va • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX, PubCon and more @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 3. OUR SOFTWARE CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 4. ABOUT MERIDIAN SYSTEMS• We help Building Owners and Construction firms to build a better world • Software solutions that improve project constructability & deliverability• Our customers deliver the world’s infrastructure projects that make work and life possible• Founded in 1993, today at 6,000 customers and 100,000 users• A division of Trimble, $1.6B global GPS Leader• Invested in Search Marketing to expand reach to new customers• More info: www.meridiansystems.com@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 5. SEARCH ESSENTIALS FOR SOFTWARE COMPANIES@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 6. MARKETING SOFTWARE WITH SEARCH• Longer sales cycle• Trying to determine user intent – Example: home users vs. corporate users• Attribution can be difficult@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 7. 3 KEY STEPS TO SUCCESS1. Determine conversion actions and set up tracking2. Implement ad extensions in Google AdWords3. Incorporate landing pages@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 8. STEP 1: CONVERSION TRACKING• Implement code from: – Google – Bing• Cookie lasts for 30 days• Make sure that you put the code on the ―receipt‖/Thank You page@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 9. STEP 2: AD EXTENSIONS• Additional information appended to Google AdWords ads Location Product Call Sitelinks Social Form Metrics B2B X X X X X B2C X X X X Government X X X@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 10. SITELINKS• Provides way to extend ad• Up to six additional links on the ad – Enter all 10 possible links per ad – Google will choose.• Shows for ads that appear above organic results• Need a 7/10 quality score minimum to show• FREE!@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 11. PROS/CONS OF SITELINKS • Pros: – Extend visibility ―On average, – Extend links for broader advertisers who keyword terms use Ad Sitelinks have seen their – Great for seasonal offers or sales ad clickthrough – Increase CTR rates improve by • Cons: 30%.‖ – AdWords tracking is limited —Google Ad – Can’t edit or pause ad sitelinks Innovations Team once added @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 12. MEASURING SITELINK PERFORMANCE @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 13. PRODUCT EXTENSIONS• Link Google Merchant Center and Google AdWords• Provide additional information with your ads regarding specific products• Ensure you have images for all products – Once merchant center is connected to AdWords, you cannot control individual products showing/not showing – Google will show most relevant products to search query• FREE!@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 14. PROS/CONS OF PRODUCT EXTENSIONS • Pros: – Images help improve ad visibility – Use Data Feed for Google Shopping – Improve lead quality • Cons: – Have to have images for every product • Example: book seller client – Google decides which products to show @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 15. PHONE EXTENSIONS• Adds phone number to ad• Tracks call information in AdWords• Great for organizations with inside sales or telesales• FEE PER CALL@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 16. PHONE EXTENSIONS CAMPAIGN REPORTING @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 17. PHONE EXTENSIONS DIMENSIONS REPORTING @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 18. PROS/CONS OF CALL METRICS • Pros: – Great for measuring calls from AdWords – Many people will prefer to simply call vs. fill out forms – Further insight into the types of ad respondents that paid search generates • Cons: – Can bring in calls that are not sales calls – Can cannibalize clicks and/or conversions – Timing of when ads are live and inside sales’ hours – Charged if someone calls, similar to if they had clicked @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 19. SOCIAL EXTENSIONS• Three types: – No annotations – Basic annotations • Shows number of +1s for the brand. – Personal annotations • Shows number of +1s for the brand AND pictures of those that have +1ed the brand.• You don’t choose the type – Google does.• Free!@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 20. COMING SOON? “FORM” EXTENSIONS• Fill out a form directly in the ad• Currently in limited beta@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 21. STEP 3: LANDING PAGES• Special landing pages can help improve conversion rates and cost/conversion• Important that you ―keep the promise‖ from the keyword to the ad to the landing page• Has a focused call to action@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 22. NEXT STEPS…@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 23. MARKETING AUTOMATION • Meridian Implemented Marketing Automation system 5 years ago – Building up a formal lead generation program – Better tracking of email campaigns – More sophisticated database management – Lead nurturing/automated drip campaigns – Landing page creation/tracking @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 24. LANDING PAGE TESTING • To keep improving landing page results, always be testing! • Test all sorts of things to examine improvement: – Page elements (buttons, etc.) – Form length – Offers • Google Website Optimizer www.google.com/websiteoptimizer @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 25. CASE STUDY 1: TESTING PAGE ELEMENTS (WORDS ON A BUTTON)@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 26. CASE STUDY 2: MESSAGING (PRODUCT VS. COMPANY BRAND)@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 27. CASE STUDY 3: OFFER TESTING (PRODUCT VIDEO VS. ARCHIVED WEBINAR)@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 28. WANT TO WORK WITH SEARCH MOJO? Are you interested in improving your search marketing efforts? CONTACT: Justin Champion Sales Consultant jchampion@search-mojo.com 800-939-5938 x 116 @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 29. UPCOMING WEBINAR SEO + Google+ = Total SERP Domination • Thursday, April 5th • 2 p.m. ET • To register visit - www.search-mojo.com/Google @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 30. CONTACTJanet Driscoll Miller Sue Watkinsjmiller@search-mojo.com swatkins@meridiansystems.com800-939-5938 x101Google+: +Janet Driscoll Miller Twitter: @susankwatkins(and +Search Mojo) (and @MeridianSystems)Twitter: @janetdmiller(and @SearchMojo)Facebook:www.facebook.com/SearchMojo @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 31. QUESTIONS? @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM