Search Engine Marketing - Online Pazarlama 3 Ocak 2013 EPN

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Seminar " Search Engine Marketing" …

Seminar " Search Engine Marketing"
(SEM landscape Turkey)

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  • 1. SEARCH ENGINE MARKETING
  • 2. Who is Websem?• 15 years of combined knowledge & experience in SEM• Fields of expertise: SEARCH ENGINE MARKETING * SEO * SEA (Google AdWords) “best practices” * Online Marketing & Digital Strategies * Web Analytics & Business Intelligence * Consultancy & training• Clients in : Benelux, Europe, Asia & USA
  • 3. Agenda 03/01/2013 • What is Search Engine MarketingSEARCH ENGINEAdvertising & AdWords • Importance of Display MARKETING • Video Insights practices” “best • Importance of SEO (organic results) • Impact Social Media • Facts about the Turkish Ecommerce market
  • 4. What is ? SEARCH ENGINE MARKETING “best practices”“ SEM contains a wide range of different digital channels. The combinationof SEO, SEA, Social Media, Display Advertising, Video Marketing can turn astandard marketing strategy into a solid digital asset. ”
  • 5. Measuring is Knowing1) Measure for successes… and failures with Google Analytics ”2) Check your rankings, traffic, conversions and other key metrics3) Focus on the strategies that are providing the best ROI and keep rolling out the content
  • 6. Importance of Display AdvertisingSEARCH ENGINE MARKETING “best practices”
  • 7. Display ad  maximize your reachSEARCH ENGINE MARKETING “best practices”
  • 8. Best known channel for Paid AdvertisementSEARCH ENGINE MARKETING  Targeted Reach “best practices” Control  Greater  Increases traffic  Measurable value  Useful data for SEO
  • 9. Google AdWords DashboardSEARCH ENGINE MARKETING “best practices”
  • 10. Digital Ad Spend Growth (Turkey)SEARCH ENGINE MARKETING “best practices”
  • 11. Digital Ad Spend Characteristics (Turkey) SEARCH ENGINE MARKETING “best practices”
  • 12. Video Insights (Turkey)  Men: 60% vs Women: 40%SEARCH ENGINE MARKETING  Monthly Time Spend on Video: 22,5 hrs  Video Time  15-17 age : 32,4 hrs “best practices”  Most popular channels: Youtube, Dailymotion & Izlesene.com
  • 13. Video Pre roll exampleSEARCH ENGINE MARKETING “best practices”
  • 14. SEARCH ENGINE MARKETING “best practices”Importance of SEO (organic results)
  • 15. SEARCH ENGINE MARKETING “best practices”
  • 16. SEO is a nice digital investment! No direct domination on the web, but longterm authority Keeps the balance between paid and organic searchSEARCH ENGINE MARKETING Is supported by Social Media, the evolution of the last decade “ practices” The majority of web traffic is driven by the major commercial search best engines such as Google or Bing It’s NOT an auction like AdWords (= no cost per click) Less than 25% of users search the 2nd page of search engines Most intensive process to acquire results 3 Core elements : 1) Website structure 2) Content 3) Link Popularity
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  • 20. Impact of Social Media!  Good for SEO & temporary links”   Pushes the authority of the website Became the most important CRM channel  Conversion by conversation  It’s a modern transformation of a Call Center  Exact match profiling & data research  Online Reputation Management  Content & Image Sharing made easy
  • 21. Facts Social Media in Turkey!  32 million Facebook users” 12 million Facebook Mobile users  9 million Twitter users  1 million LinkedIn users  Only 4% of the Internet Users is NOT using Social Media
  • 22.
  • 23. Facts about the Turkish E-commerce Market ”TotalE-commerceSpending
  • 24. Facts about the Turkish Ecommerce Market ”
  • 25. Online Shoppers in Turkey”
  • 26. Basket Size in Turkey”
  • 27. ”The most purchased products online in Turkey… Any guesses ???
  • 28.
  • 29. How did they found the websites before purchasing? ”  Search Engines : 32%  Friend referral : 30%  Advertisement : 13%
  • 30. ” Questions?
  • 31. ” Erdal Gül Founder www.websem.be erdal@websem.be seo_websem