Beyond SEO: Leveraging Keyword Research to Inform Integrated Digital Planning<br />
Welcome<br />2<br />Holly Brown<br />SVP, Managing Director, MRM Seattle<br />
3<br />“Keywords represent <br />the database of intentions.”<br />John Battelle, <br />Chairman and CEO,<br /> Federated ...
Session Agenda<br />Search as Business Intelligence<br />Panel Q&A<br />Lab/Demos<br />4<br />
MRM Worldwide Intro —who we are and what we do!<br />5<br />Advertising & Direct, Online & Mobile Marketing<br />Web Devel...
Housekeeping<br />Tweet #mrmseattle<br />Ask lots of questions<br />Give us feedback<br />6<br />
Beyond Search<br />Leveraging Keyword Research to Inform Integrated Digital Planning<br />7<br />Jorie Waterman<br />SVP, ...
♥<br />I     keywords<br />
When users search for information…<br />9<br /><ul><li>68% of searchers click on the 1st page
Source: eMarketer, 2008
39% of searchers perceive those in the top ranks as top brands in their fields
Source: iProspect, 2008
87% of commercial clicks are on organic search results
Source: eMarketer, 2008</li></ul>Paid Search Results*<br />Google’s “Golden Triangle” gets 100% of the views and 85% of th...
Language goes beyond search<br />10<br /><ul><li>It’s all about keywords
Keywords are ultimately a lens into (or a connection to) our audience—people who are typing words that interest them, find...
Findings from search keyword data extends beyond search campaigns
Understanding the language consumers use can be applied to: </li></ul>Offline messaging<br />Television campaigns<br />Dis...
Selecting the right keywords<br />As evidenced with the terms “basic training” and “boot camp,” two keywords might have si...
Concentrate and ask again*<br />my keyword research mantra<br /><ul><li>Language is constantly changing
There is always something new at every point in the buying cycle
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MRM Seattle Digital Immersion Lab: Beyond SEO

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At the September Digital Immersion Lab event, attendees discovered how keyword analysis can inform digital marketing strategy and tactics, conversation strategy, and holistic planning. Panelists from comScore, Microsoft and TeachStreet talked about how to tap into that rich data source to inform search campaigns, marketing strategy, creative, user experience, and more.

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  • Welcome to MRM Worldwide, our Seattle office and the Digital Immersion Lab Great Crowd today – indicative of the interest level in Mobile MarketingWe are very excited about the panel and presenters here today, both from MRM and from a variety of partner companiesMobile has been a fractured and challenging channel for most marketers to navigateToday we hope to inform and simplify so that you can put mobile to work in your organization or further develop plans you have underwayTo do this, we going to spend our time as follows: MW to provide an overview of the mobile opportunity for context Niles from Ansible will provide a number of case studies that demonstrate mobile marketing in action Our panel will share insights and answer questions. We have some prepared questions, but look forward to answering question from the audience and being interactive, including texting questions from your mobile device After the panel , all our presenters and panelists will be available in our demo area to talk 1:1 Before we get into the meat of the program I’d like to share a little bit about the Digital Immersion Lab and the spirit behind these events.
  • My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
  • To that end, I think these 3 points are universally true most marketers today and frame the reasoning and vision for why our Digital Immersion Lab is an important part of our partnership to our clients, our partners and marketing community at large.Technology is enabling marketing (It use to be that non-technical folks were in marketing and the technical folks were either in IT or Dev.) Today, companies large and small are trying to figure out how to bridge the worlds of the CMO and the CIO. ) We could probably have a whole event on this topic alone. And maybe we will!. Innovation is creating both real and perceived complexity. I think we can all relate to the fact that marketers need to know about and understand tools and technologies as part of their core job function and we are frequently asked to address issues that have more to do with whether we can technically deliver something, than whether it’s the right business decision or marketing approach3. Everyone wants a seat at the table. Meaning. Agencies want to partner strategically with Clients. Clients want to partner with their customers, and marketers who are technology savvy want to be valued partners with their executive management. In short, technology is enabling a dizzying array of opportunities and challenges that make doing marketing complicated.
  • This complexity is no more evident than when you look at this eye chart, which is a “list” of MRM Service offerings. Yes – this slide is a bit of a commercial, but more to the point, Agency partners provide a wealth of technology solutions in service of marketing. It’s nearly impossible for any one person, or any single discipline to know everything there is to know. I often say that our two most important jobs are to be architects and general contractors.
  • My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
  • My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
  • My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
  • Transcript of "MRM Seattle Digital Immersion Lab: Beyond SEO"

    1. 1. Beyond SEO: Leveraging Keyword Research to Inform Integrated Digital Planning<br />
    2. 2. Welcome<br />2<br />Holly Brown<br />SVP, Managing Director, MRM Seattle<br />
    3. 3. 3<br />“Keywords represent <br />the database of intentions.”<br />John Battelle, <br />Chairman and CEO,<br /> Federated Media<br />
    4. 4. Session Agenda<br />Search as Business Intelligence<br />Panel Q&A<br />Lab/Demos<br />4<br />
    5. 5. MRM Worldwide Intro —who we are and what we do!<br />5<br />Advertising & Direct, Online & Mobile Marketing<br />Web Development,<br />Emerging & Social Media<br />Strategy & Planning<br />Measurement & Analytics <br />Customer & Partner<br />Relationship Management<br />Database Management<br />Search Engine Marketing & Optimization<br />Technology Architecture <br />& Development<br />Interactive Design,<br />Motion Graphics &<br />Flash Development<br />Application & Client-side Development,<br />Content Management Solutions<br />
    6. 6. Housekeeping<br />Tweet #mrmseattle<br />Ask lots of questions<br />Give us feedback<br />6<br />
    7. 7. Beyond Search<br />Leveraging Keyword Research to Inform Integrated Digital Planning<br />7<br />Jorie Waterman<br />SVP, Director of Search, MRM New York<br />
    8. 8. ♥<br />I keywords<br />
    9. 9. When users search for information…<br />9<br /><ul><li>68% of searchers click on the 1st page
    10. 10. Source: eMarketer, 2008
    11. 11. 39% of searchers perceive those in the top ranks as top brands in their fields
    12. 12. Source: iProspect, 2008
    13. 13. 87% of commercial clicks are on organic search results
    14. 14. Source: eMarketer, 2008</li></ul>Paid Search Results*<br />Google’s “Golden Triangle” gets 100% of the views and 85% of the clicks<br />Organic Search Results<br />Paid Search Results<br />* Not guaranteed<br />
    15. 15. Language goes beyond search<br />10<br /><ul><li>It’s all about keywords
    16. 16. Keywords are ultimately a lens into (or a connection to) our audience—people who are typing words that interest them, finding results, then taking action on those discoveries
    17. 17. Findings from search keyword data extends beyond search campaigns
    18. 18. Understanding the language consumers use can be applied to: </li></ul>Offline messaging<br />Television campaigns<br />Display advertisements<br />User experience—navigation<br />On-site search applications<br />Anywhere language is used to connect with consumers<br /><ul><li>The effort of keyword research helps us create a more intuitive, relational environment online and offline</li></li></ul><li>Where do we start?<br />11<br />
    19. 19. Selecting the right keywords<br />As evidenced with the terms “basic training” and “boot camp,” two keywords might have similar meanings, but have drastic differences in search volume<br />12<br />It is critical that site content reflect the language people use when searching for relevant information<br />Source: Google Keyword Tool<br />
    20. 20. Concentrate and ask again*<br />my keyword research mantra<br /><ul><li>Language is constantly changing
    21. 21. There is always something new at every point in the buying cycle
    22. 22. Listen carefully
    23. 23. Concentrate on what is being said, act on it, repeat that process, ask again
    24. 24. Keyword research is iterative, never ending, and fun (really)</li></ul>CONCENTRATE<br />AND ASK<br />AGAIN<br />* Credit to the Magic 8-Ball® by Mattel<br />13<br />
    25. 25. Turning consumer intentions into actionable strategyPanel Discussion<br />14<br />
    26. 26. Panel Discussion<br />15<br />Panelists:<br />Darryn Lavery, Microsoft Advertising Intelligence<br />Chris Blakely, comScore Marketer<br />Natala Menezes, TeachStreet<br />
    27. 27. Keyword data helps answer…<br />General Search and Language<br /><ul><li>How many searches (queries) occurred for a term last month, or for the past 13 months broken out by month?
    28. 28. How can I tell if interest in a term has grown over time based on comparing month-over-month traffic? How does interest in a term change with the seasons?
    29. 29. What terms might mean the same thing, but have significant differences in volume/opportunity?
    30. 30. What keywords/ad groups need optimization to improve performance as compared to market?
    31. 31. What keywords are showing buzz and popularity right now?
    32. 32. How do searchers look for information in my category?
    33. 33. What keywords do advertisers bid on when they bid on my terms too? </li></ul>16<br />
    34. 34. Keyword data helps answer…<br />Audience<br /><ul><li>What percentage of my audience is male or female?
    35. 35. What is the average age range of my audience?
    36. 36. Where is my audience searching?
    37. 37. What types of visitors convert at the highest rate for me?</li></ul>Competitive Insight<br /><ul><li>What keywords are my competitors focusing on in their content? </li></ul>Keyword Lists<br /><ul><li>What keywords is my site relevant for?
    38. 38. How can I expand my keyword lists?
    39. 39. How can I make sense of all these keywords?
    40. 40. How can I group my keywords? </li></ul>17<br />
    41. 41. Website<br /><ul><li>How should I prioritize my website content build out?
    42. 42. What language should I use to describe my content?
    43. 43. What landing pages should I map to keywords to improve landing page/keyword relevancy?
    44. 44. How is my site trending against the market for a keyword or group of keywords? </li></ul>Campaigns<br /><ul><li>How should I prioritize my advertising campaigns?
    45. 45. Did my offline/online campaign have an immediate impact on the number of search queries performed?</li></ul>Keyword data helps answer…<br />18<br />
    46. 46. Keyword data helps answer…<br />Budgeting<br /><ul><li>When should I expect to budget more for specific keywords?
    47. 47. How many queries is a term expected to get in the future?
    48. 48. What is the market opportunity for a keyword or a group of keywords?</li></ul>Performance<br /><ul><li>What are the key performance indicators for keyword ads?
    49. 49. What are core KPIs by vertical?
    50. 50. What is the average CTR and average CPC for all advertisers in a specific match type/position scenario?
    51. 51. Can I bid for a lower position and still get the same, or better CTR? </li></ul>19<br />
    52. 52. Hands-on Demos<br />20<br />Microsoft Advertising Intelligence<br />comScore Marketer<br />
    53. 53. Contact Us<br />Keep the conversation going! #MRMSeattle<br />MRM Worldwide<br />Holly Brown | holly.brown@mrmworldwide.com<br />Jorie Waterman| jorie.waterman@mrmworldwide.com<br />Brian Ladyman | brian.ladyman@mrmworldwide.com<br />Panel Discussion<br />Darryn Lavery, Microsoft | darrynl@exchange.microsoft.com<br />Chris Blakely, comScore | cblakely@comscore.com<br />Natala Menezes, TeachStreet | natala007@gmail.com<br />21<br />MRMSeattle.com<br />MRM Seattle<br />MRMSeattle<br />

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