Toronto - Bill Barnes
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Toronto - Bill Barnes

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Harness the power of online marketing

Harness the power of online marketing

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Transcript

  • 1. UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS Bill Barnes VP, Business Development Mediative
  • 2.  
  • 3. WHO WE ARE
  • 4.  
  • 5. UNDERSTANDING USER BEHAVIOR
  • 6.
    • Search is…
    • The connection between intent and content
    User Behavior
  • 7.
    • The 5 foundations of Search Marketing:
    • Get the Right Message to the Right Person
    • In the Right Place at the Right Time and
    • deliver the Right Experience
    User Behavior
  • 8.
    • The 5 foundations of Search Marketing:
    • Get the Right Message to the Right Person
    • In the Right Place at the Right Time and
    • deliver the Right Experience
    User Behavior
  • 9.
    • The 5 foundations of Search Marketing:
    • Right Message
    • Right Person
    • Right Place
    • Right Time
    • Right Experience
    User Behavior
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14. Google Live Yahoo Search Behavior: Search Patterns on Major Engines Source- Eye Tracking II: Enquiro
  • 15. Search is… The connection between intent and content User Behavior
  • 16. User Behavior Search is… The connection between intent and content Intent = Keywords
  • 17. “ Digital Camera” Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use Digital Camera Semantic Mapping in Search
  • 18. Digital Camera
  • 19.  
  • 20. “ until I find you john irving” Contentmatched intent
  • 21. Contentmatched intent “ until I find you john irving”
  • 22. Personalized Results
    • Organic listings 3, 4 and 5 personalized
    • Study of 16 individuals
    • Tracked History from a previous session
    • Provided listings based both on past clickstream and assumed place in buying funnel
  • 23. Personalized Results
    • Organic listings 3, 4 and 5 personalized
    • Study of 16 individuals
    • Tracked History from a previous session
    • Provided listings based both on past clickstream and assumed place in buying funnel
  • 24. The Area of Greatest Promise?
  • 25. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test
  • 26. SEO & SEM
  • 27. Search is… The connection between intent and content Intent = Keywords User Behavior
  • 28. Keywords
  • 29.  
  • 30. Let’s talk about Spiders
  • 31. 3 Keys to SEO
  • 32. 3 Keys to SEO
    • Content
  • 33. 3 Keys to SEO
    • Content
    • Content
  • 34. 3 Keys to SEO
    • Content
    • Content
    • Content
  • 35. 3 Keys to SEO
    • Content
      • Create as much as possible
    • Content
      • Unlock the content you have Share it with the world through linking
    • Content
      • Keep creating more
  • 36. Content is…
    • Articles
    • Blogs
    • Corporate Info
    • Images
    • Video
    • Press Releases
    • Podcasts
    • Webinars
    • Whitepapers
    • Microsites
    • Promotions
  • 37.  
  • 38. 3 Keys to SEM
  • 39. 3 Keys to SEM
    • Test
  • 40. 3 Keys to SEM
    • Test
    • Test
  • 41. 3 Keys to SEM
    • Test
    • Test
    • Test
  • 42. 3 Keys to SEM
    • Test
      • You’re your targeting
    • Test
      • Your ad copy and landing pages
    • Test
      • Keep testing
  • 43. Paid Search Best Practices
    • Understand your target market
    • Attract a qualified audience
    • Coach the click
    • Allow visitors to convert in a way that is natural to them
    • Monitor performance to enable continuous improvement
    • Write ad copy to match intent
    • Use keywords (remember semantic mapping)
    • Test different ad copy
    • Landing Pages match the ad
  • 44. Top 10 Mistakes…
    • Not understanding intent
    • Not using the same language as your target market
    • Basic optimization not done (SEO)
    • Landing pages too generic or not giving the user what they want.
    • No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)
  • 45. Top 10 Mistakes…
    • Broadly defined ad-groups
    • Set it and forget mentality
    • Focused on click metrics instead of conversion metrics
    • Not doing day-parting and geo-targeting
    • Big 3 blindness
  • 46.