Maximizing Enterprise SEM - SMX Advanced 2012

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My presentation from SMX Advanced 2012 in Seattle.

My presentation from SMX Advanced 2012 in Seattle.

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  • 1. Maximizing Enterprise SEM#SMX #14BTad Miller@jstatad @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 2. OUR HISTORY WITH MAZDA USA• 5 Years• 30,000,000 + Clicks• Generated hundreds of thousands of Quote Requests• Grew the budget over 265% in that 5 years• Worked for 5 different agencies Winner of the 2008 JD Power Automotive Online Marketer of the Year @searchmojo SEARCH-MOJO.COM
  • 3. THE GARAGE IS A GREAT PLACE FOR AUTOMOTIVE PPC • Search Mojo literally started in the room above my Garage in 2006.• It was in that room in 2006 we began managing Mazda USA SEO and later in 2007 that we began managing Mazda USA PPC.
  • 4. WE GOT OUT OF THE HOUSE…
  • 5. THE AGENCY BUREAUCRACY
  • 6. THE MAZDA REVOLVING DOOR• With attrition it’s hard to tell the players without a program…the only consistency over 5 years was us. We reported to all of these people over 5 years
  • 7. THE PROBLEMS WITH ENTERPRISE PPC• Serving many masters – Internal Departments • Legal, Marketing, Branding, IT, etc. – External Agencies• Lack of Communication between Silos• Lack of Understanding of the Ad Medium – “Media Buy” mentality – “Push media” vs. “Pull media”
  • 8. THE ENTERPRISE PPC ENEMY - HIPPOS Highest Paid Person’s Opinion --Avinash Kaushik • They make the decisions • Opinion/Ego based • Not based on data or facts
  • 9. KEYS TO ENTERPRISE SEM SUCCESS@searchmojo SEARCH-MOJO.COM
  • 10. KEYS TO ENTERPRISE PPC SUCCESS – BUILD TRUST• Build Trust – We earned Mazda’s trust by doing SEO for them first – Deliver results – Give them data that shows them how they are saving money • Cost Per Conversion Savings • Cost Per Click Reductions • Get more clicks for the same amount of budget • Shoot down costly “ideas” from Search Engine Reps that don’t deliver ROI
  • 11. KEYS TO ENTERPRISE PPC SUCCESS – DON’T MAKE DECISIONS• Take your direction from the massive amount of customer PPC search and conversion data at your disposal
  • 12. KEYS TO ENTERPRISE PPC SUCCESS - BEING DATA-DRIVEN• Mazda drank the “Analytics Kool-Aid” early – Established Key Performance Indicators (KPIs) and surveys to see which KPIs impact purchase – Willingly surrendered control to searchers and customers to determine what works (more importantly what doesn’t work) – Had a willingness to test and accept the results
  • 13. KEYS TO ENTERPRISE PPC - FOCUS ON THE FUNNEL • Low Funnel Shopping KPIs for the Ready to Buy Honda Civic • Mid-Funnel KPI to get in the Compact cars consideration set New compact car finance offers • Upper funnel KPIs – “Hey we exist” 2012 compact cars • Hard to justify spending budget on Mazda 3 Dealers upper funnel keywords likeMazda 3 Invoice Pricing competitor trademarks when budget is need for the ready to buy
  • 14. THE FUNNEL MIGHTIER THAN THE HIPPO?• Getting Buy-in on the “Funnel Strategy” is vital• What delivers the best low funnel conversion volume? – It gets fully funded budget – It gets the highest bids• The Funnel determines priority – Creates “Sacred Cows” that HIPPOs will yield to• Data-driven Execs want their ideas tested – but they don’t want to jeopardize results on the best performers
  • 15. KEYS TO ENTERPRISE PPC SUCCESS –YOU DON’T WIN ARGUMENTS… • Don’t argue with Executives or Agencies – Let the data do the arguing for you • Insist on testing ideas from up above • Keep the results in a ready spot…You will need them again, and again and again…
  • 16. KEYS TO ENTERPRISE PPC SUCCESS – BE A HISTORIAN• When you outlive all of the executives and agencies you start over again with the replacements • Be prepared for the same old bad ideas. Carry the equivalent of a Batman Utility Belt for Analytics Reports • You can usually stop the bad ideas in their tracks and not get diverted from the tactics that produce results
  • 17. SITUATIONS TO PUT THE KEYS TO USE Uhhhhh…Yeahhhh. We’re going to need you to change a few things. Mmm’ kay?@searchmojo SEARCH-MOJO.COM
  • 18. I’VE HEARD SOME GOOD ONES…I was up late last night and searched What do you mean our Quality Oh Boy. for___________ and our ad didn’t Scores will be low advertising on Here it show… competitor trademarks? Comes… I want our ads to More show for a search on Emotion! “Spirited” Don’t call it a Hatchback. It’s a “5-door”. Those keywords don’t fit with our I want an AdGroup “Brand Guidelines” about our Flag I don’t care what it costs I want…This doesn’t say Zoom-Zoom to me. What do mean? Thousands of people call us “Mazada” when they search? I know the conversions What’s next “Mooz-Mooz-Mooz?!” are great, but I just care about Impressions
  • 19. DEALING WITH THE “BRANDERS” “Fun to Drive”“The Emotion of Motion” “Spirited”
  • 20. FEELINGS Write a 25 Character Headline That Makes Me Feel Like This:@searchmojo SEARCH-MOJO.COM
  • 21. NOW CONVEY “EMOTION” IN AD COPY!• With Nagare as a basis for creativity and exploration, Mazdas approach is now evolving. The underlying design philosophy for the next generation of Mazda cars is adding the power and beauty that one sees in the instantaneous movement of animals or humans. This is the form displayed in the moment motion begins – for example, the instant when a cheetah pounces on its prey, or the moment of a sword strike in the ancient Japanese martial art of kendo. It is this moment where accumulated force is released that contains the most finely-honed balance of strength and streamlined beauty. It is in this instant – which requires maximum concentration – that we feel instantaneous power, speed, a dignified tension, a sophisticated beauty. It is, in its way, highly seductive.• Now put that in a 25 character headline and two 35 character description lines and SELL! SELL! SELL!
  • 22. LET’S GET OUR CREATIVE PEOPLE ON THIS PPC THING…@searchmojo SEARCH-MOJO.COM
  • 23. BRAND VS. RELEVANCE IN AD COPY • We gave the “Branders” and “Creatives” all the rope they wanted and tested our ads that emphasized the keyword searched vs. ad copy that said things like: “Rip the road a new pot hole anywhere you please” • Our Findings: Unless creativity and cleverness is rewarded by the searchers with higher click through rates – which it almost universally is NOT – Relevant and seemingly dull usually performs much better with Click Through Rate and Conversion performance • Tag lines don’t work • “Zoom Zoom” is wasted space in ad copy
  • 24. HOW YOU WANT TO BE SEEN AND WHO YOU ARE…@searchmojo SEARCH-MOJO.COM
  • 25. BRAND VS. REALITY• Sometimes what you want people to call your product and what people actually call it are two different things Vs. MAZDA3 5-door Mazda 3 Hatchback
  • 26. SAVING THE HATCHBACK • Brand managers and copy writers were appalled that we would call the car a “Hatchback” -– “Brand Guidelines” • Reality: almost 2000% more search for “Hatchback” over “5 door” • Used the same memo twice in 5 years to save the word usage on ads and pages
  • 27. RUN YOUR RACE, NOT SOMEONE ELSE’S@searchmojo SEARCH-MOJO.COM
  • 28. FOCUS ON THE COMPETITION • All of my clients are obsessed with their competitors • Mentality – spend anything in Advertising to squash competitors. But won’t spend a dime to improve sites, CRO, or landing pages • “Conquesting” – Bidding on competitor names or product names • Keeping “Focus on the Funnel” allowed us to maintain budget on tactics that work better long term
  • 29. SOMETIMES THE RULES DON’T ALLOW IT@searchmojo SEARCH-MOJO.COM
  • 30. WHEN ALL ELSE FAILS USE “THE FORCE” • At some point you are going to have to use “the dreaded Q-word” • Educate on Quality Score concepts for those stakeholder “pet projects” that aren’t working • Highly recommend “Quality Score in High Resolution” by Craig Danuloff
  • 31. CONTACTTad Millertmiller@search-mojo.com THAT’S THE800-939-5938 x 102 END!Twitter: @JstaTad @SearchMojoFacebook: www.facebook.com/SearchMojo@searchmojo SEARCH-MOJO.COM