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UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS Bill Barnes VP, Business Development Mediative
 
WHO WE ARE
 
UNDERSTANDING USER BEHAVIOR
<ul><li>Search is… </li></ul><ul><li>The connection between  intent and content </li></ul>User Behavior
<ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Get the Right Message to the Right Person </li></ul><ul><...
<ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Get the  Right Message  to the  Right Person </li></ul><u...
<ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Right Message </li></ul><ul><li>Right Person </li></ul><u...
 
Search Behavior:  Search Patterns on Major Engines
Google Live Yahoo Search Behavior:  Search Patterns on Major Engines Source-  Eye Tracking II: Enquiro
Search is… The connection between  intent and content User Behavior
User Behavior Search is… The connection between  intent and content Intent = Keywords
“ Digital Camera” Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use Digi...
 
“ until I find you john irving” Content matched intent
Contentmatched intent “ until I find you john irving”
Personalized Results <ul><li>Organic listings 3,  4 and 5 personalized </li></ul><ul><li>Study of 16 individuals </li></ul...
Personalized Results <ul><li>Organic listings 3,  4 and 5 personalized </li></ul><ul><li>Study of 16 individuals </li></ul...
The Area of Greatest Promise?
How Important is the Area  of Greatest Promise? Enquiro Microsoft Ad Relevance Test
SEO & SEM
Search is… The connection between  intent and content Intent = Keywords User Behavior
Keywords
 
Let ’ s talk about Spiders
Let ’ s talk about Spiders
3 Keys to SEO
3 Keys to SEO <ul><li>Content </li></ul>
3 Keys to SEO <ul><li>Content </li></ul><ul><li>Content </li></ul>
3 Keys to SEO <ul><li>Content </li></ul><ul><li>Content </li></ul><ul><li>Content </li></ul>
3 Keys to SEO <ul><li>Content </li></ul><ul><ul><li>Create as much as possible </li></ul></ul><ul><li>Content </li></ul><u...
Content is… <ul><li>Articles </li></ul><ul><li>Blogs </li></ul><ul><li>Corporate Info </li></ul><ul><li>Images </li></ul><...
 
3 Keys to SEM
3 Keys to SEM <ul><li>Test </li></ul>
3 Keys to SEM <ul><li>Test </li></ul><ul><li>Test </li></ul>
3 Keys to SEM <ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul>
3 Keys to SEM <ul><li>Test </li></ul><ul><ul><li>You ’ re your targeting </li></ul></ul><ul><li>Test </li></ul><ul><ul><li...
Paid Search Best Practices <ul><li>Understand your target market </li></ul><ul><li>Attract a qualified audience </li></ul>...
Top 10 Mistakes… <ul><li>Not understanding intent </li></ul><ul><li>Not using the same language as your target market </li...
Top 10 Mistakes… <ul><li>Broadly defined ad-groups </li></ul><ul><li>Set it and forget mentality </li></ul><ul><li>Focused...
 
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Vancouver - Bill Barnes

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Transcript of "Vancouver - Bill Barnes"

  1. 1. UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS Bill Barnes VP, Business Development Mediative
  2. 3. WHO WE ARE
  3. 5. UNDERSTANDING USER BEHAVIOR
  4. 6. <ul><li>Search is… </li></ul><ul><li>The connection between intent and content </li></ul>User Behavior
  5. 7. <ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Get the Right Message to the Right Person </li></ul><ul><li>In the Right Place at the Right Time and </li></ul><ul><li>deliver the Right Experience </li></ul>User Behavior
  6. 8. <ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Get the Right Message to the Right Person </li></ul><ul><li>In the Right Place at the Right Time and </li></ul><ul><li>deliver the Right Experience </li></ul>User Behavior
  7. 9. <ul><li>The 5 foundations of Search Marketing: </li></ul><ul><li>Right Message </li></ul><ul><li>Right Person </li></ul><ul><li>Right Place </li></ul><ul><li>Right Time </li></ul><ul><li>Right Experience </li></ul>User Behavior
  8. 11. Search Behavior: Search Patterns on Major Engines
  9. 12. Google Live Yahoo Search Behavior: Search Patterns on Major Engines Source- Eye Tracking II: Enquiro
  10. 13. Search is… The connection between intent and content User Behavior
  11. 14. User Behavior Search is… The connection between intent and content Intent = Keywords
  12. 15. “ Digital Camera” Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use Digital Camera Semantic Mapping in Search
  13. 17. “ until I find you john irving” Content matched intent
  14. 18. Contentmatched intent “ until I find you john irving”
  15. 19. Personalized Results <ul><li>Organic listings 3, 4 and 5 personalized </li></ul><ul><li>Study of 16 individuals </li></ul><ul><li>Tracked History from a previous session </li></ul><ul><li>Provided listings based both on past clickstream and assumed place in buying funnel </li></ul>
  16. 20. Personalized Results <ul><li>Organic listings 3, 4 and 5 personalized </li></ul><ul><li>Study of 16 individuals </li></ul><ul><li>Tracked History from a previous session </li></ul><ul><li>Provided listings based both on past clickstream and assumed place in buying funnel </li></ul>
  17. 21. The Area of Greatest Promise?
  18. 22. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test
  19. 23. SEO & SEM
  20. 24. Search is… The connection between intent and content Intent = Keywords User Behavior
  21. 25. Keywords
  22. 27. Let ’ s talk about Spiders
  23. 28. Let ’ s talk about Spiders
  24. 29. 3 Keys to SEO
  25. 30. 3 Keys to SEO <ul><li>Content </li></ul>
  26. 31. 3 Keys to SEO <ul><li>Content </li></ul><ul><li>Content </li></ul>
  27. 32. 3 Keys to SEO <ul><li>Content </li></ul><ul><li>Content </li></ul><ul><li>Content </li></ul>
  28. 33. 3 Keys to SEO <ul><li>Content </li></ul><ul><ul><li>Create as much as possible </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Unlock the content you have Share it with the world through linking </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Keep creating more </li></ul></ul>
  29. 34. Content is… <ul><li>Articles </li></ul><ul><li>Blogs </li></ul><ul><li>Corporate Info </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Press Releases </li></ul><ul><li>Podcasts </li></ul><ul><li>Webinars </li></ul><ul><li>Whitepapers </li></ul><ul><li>Microsites </li></ul><ul><li>Promotions </li></ul>
  30. 36. 3 Keys to SEM
  31. 37. 3 Keys to SEM <ul><li>Test </li></ul>
  32. 38. 3 Keys to SEM <ul><li>Test </li></ul><ul><li>Test </li></ul>
  33. 39. 3 Keys to SEM <ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul>
  34. 40. 3 Keys to SEM <ul><li>Test </li></ul><ul><ul><li>You ’ re your targeting </li></ul></ul><ul><li>Test </li></ul><ul><ul><li>Your ad copy and landing pages </li></ul></ul><ul><li>Test </li></ul><ul><ul><li>Keep testing </li></ul></ul>
  35. 41. Paid Search Best Practices <ul><li>Understand your target market </li></ul><ul><li>Attract a qualified audience </li></ul><ul><li>Coach the click </li></ul><ul><li>Allow visitors to convert in a way that is natural to them </li></ul><ul><li>Monitor performance to enable continuous improvement </li></ul><ul><li>Write ad copy to match intent </li></ul><ul><li>Use keywords (remember semantic mapping) </li></ul><ul><li>Test different ad copy </li></ul><ul><li>Landing Pages match the ad </li></ul>
  36. 42. Top 10 Mistakes… <ul><li>Not understanding intent </li></ul><ul><li>Not using the same language as your target market </li></ul><ul><li>Basic optimization not done (SEO) </li></ul><ul><li>Landing pages too generic or not giving the user what they want. </li></ul><ul><li>No Analytics or not capturing the right information (i.e. cookies not set to buying cycle) </li></ul>
  37. 43. Top 10 Mistakes… <ul><li>Broadly defined ad-groups </li></ul><ul><li>Set it and forget mentality </li></ul><ul><li>Focused on click metrics instead of conversion metrics </li></ul><ul><li>Not doing day-parting and geo-targeting </li></ul><ul><li>Big 3 blindness </li></ul>
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