Wake Forest University – Spring ‘09<br />Alex Cohen, Marketing Manager<br />ClickEquations | www.clickequations.com<br />T...
Agenda<br />Alex Who?<br />Why Does Search Matter?<br />The Need For Search Literacy<br />Allocating Budgets and Measuring...
Alex Who?<br />Marketing Manager at ClickEquations<br />acohen@clickequations.com | 484-362-1321<br />Site - www.clickequa...
Why Does Search Matter?<br />
2 Kinds of Search Marketing<br />Paid<br />Paid<br />Organic<br />
Everyone Loves Search<br />“12 billion searches were conducted in July 2008”     - comScore<br />“Half of all internet use...
Paid Search is Precise<br />
Paid Search is Fully Optimizable and Cheap<br />Clicks cost - $0.05 - $0.75+<br />Targeted, relevant ads aimed at active s...
<ul><li>Organic search attracts 5-8 times as many clicks as paid search¹
7.8 billion searches are performed each month²
The most valuable terms are the most competitive, but can potentially translate into thousands of incremental orders</li><...
Organic Search Is Cheap<br />High Fixed Costs, Negligible Incremental Expenses<br />Sustained Competitive Advantage<br />
The Need for Search Literacy<br />
The Problem: Scarce Attention, High Competition<br />Sources: 1: Cornell University eyetracking study, http://bit.ly/20hHN...
Attention Decreases Down The Page<br />Source: An eye-tracking study of information usage in Web search: Variations in tar...
The Rising Demand for Search Literacy<br />
<ul><li>Google is a matchmaker pairing search queries with pages
Relevance rules the matchmaking, based on:
On-page elements
Off-page elements
Your ability to rank depends on the competition and your SEO efforts
Our Goal: Determine which queries we want to rank for then optimize accordingly</li></ul>Organic Search Deconstructed<br />
Picking The Right Queries<br /><ul><li>Consumers dictate the language used to describe your products when searching
We choose queries at the intersection of:
High(er) search volume
Search query intent
Low(er) competition</li></li></ul><li>Good sites perform well in 1-2 areas and achieve industry-average returns<br />Great...
SEO Methodology<br />
Paid Search Deconstructed<br />1<br />2<br />3<br />4<br />
Paid Search is Precise<br /><ul><li>Text Ad
Negative Keywords
Homepage
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The MBA Guide to Search Marketing

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Budgets are moving online and moving to search marketing faster than any other channel. Today's MBA's need to understand what paid and organic search are and how they fit into the marketing mix. This presentation discussed the channels conceptually and gives practical tips to use them.

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The MBA Guide to Search Marketing

  1. 1. Wake Forest University – Spring ‘09<br />Alex Cohen, Marketing Manager<br />ClickEquations | www.clickequations.com<br />The MBA Guide to Search Marketing<br />
  2. 2. Agenda<br />Alex Who?<br />Why Does Search Matter?<br />The Need For Search Literacy<br />Allocating Budgets and Measuring ROI<br />Free Tools<br />
  3. 3. Alex Who?<br />Marketing Manager at ClickEquations<br />acohen@clickequations.com | 484-362-1321<br />Site - www.clickequations.com<br />Blog - www.clickequations.com/blog<br />Twitter – @clickequations <br />Blogger at Digital Alex<br />Blog - www.alexlcohen.com<br />LinkedIn - http://www.linkedin.com/in/alexcohen<br />Twitter - @digitalalex<br />
  4. 4. Why Does Search Matter?<br />
  5. 5. 2 Kinds of Search Marketing<br />Paid<br />Paid<br />Organic<br />
  6. 6. Everyone Loves Search<br />“12 billion searches were conducted in July 2008” - comScore<br />“Half of all internet users perform a search every day.<br />Search is growing at a faster rate than other activities on the Web…<br />&quot;Search is now taking center stage...whereas e-mail is still primary for communications, search is now primary for information activity,&quot; <br /> - Susannah Fox, Assoc. Director at Pew Internet. <br />
  7. 7. Paid Search is Precise<br />
  8. 8. Paid Search is Fully Optimizable and Cheap<br />Clicks cost - $0.05 - $0.75+<br />Targeted, relevant ads aimed at active searchers convert efficiently<br />Everything can be measured, analyzed and improved<br />
  9. 9. <ul><li>Organic search attracts 5-8 times as many clicks as paid search¹
  10. 10. 7.8 billion searches are performed each month²
  11. 11. The most valuable terms are the most competitive, but can potentially translate into thousands of incremental orders</li></ul>¹ Pew Internet Research Project (2008) <br />² Nielson Media (2007)<br />Why Does SEO Matter?<br />
  12. 12. Organic Search Is Cheap<br />High Fixed Costs, Negligible Incremental Expenses<br />Sustained Competitive Advantage<br />
  13. 13. The Need for Search Literacy<br />
  14. 14. The Problem: Scarce Attention, High Competition<br />Sources: 1: Cornell University eyetracking study, http://bit.ly/20hHNY; 2: Eyetools eyetracking study, http://bit.ly/LYX5l<br />
  15. 15. Attention Decreases Down The Page<br />Source: An eye-tracking study of information usage in Web search: Variations in target position and contextual snippet length - Edward Cutrell, Zhiwei Guan, http://bit.ly/OGzsx<br />
  16. 16. The Rising Demand for Search Literacy<br />
  17. 17. <ul><li>Google is a matchmaker pairing search queries with pages
  18. 18. Relevance rules the matchmaking, based on:
  19. 19. On-page elements
  20. 20. Off-page elements
  21. 21. Your ability to rank depends on the competition and your SEO efforts
  22. 22. Our Goal: Determine which queries we want to rank for then optimize accordingly</li></ul>Organic Search Deconstructed<br />
  23. 23. Picking The Right Queries<br /><ul><li>Consumers dictate the language used to describe your products when searching
  24. 24. We choose queries at the intersection of:
  25. 25. High(er) search volume
  26. 26. Search query intent
  27. 27. Low(er) competition</li></li></ul><li>Good sites perform well in 1-2 areas and achieve industry-average returns<br />Great sites perform well in all areas and outperform their peers<br />Ranking For Your Targeted Queries<br />
  28. 28. SEO Methodology<br />
  29. 29. Paid Search Deconstructed<br />1<br />2<br />3<br />4<br />
  30. 30. Paid Search is Precise<br /><ul><li>Text Ad
  31. 31. Negative Keywords
  32. 32. Homepage
  33. 33. Category page
  34. 34. Product page
  35. 35. Search results
  36. 36. Keywords
  37. 37. Search Engines
  38. 38. Websites
  39. 39. Bids
  40. 40. Match Type
  41. 41. What you sell
  42. 42. Competitors
  43. 43. Related Products</li></li></ul><li>Paid Search Results Depend on a Bit More…<br />REFINE<br />SATISFY<br />TARGET<br />ANALYZE<br />
  44. 44. PPC Methodology<br />Build learning into the process<br />Start with the most relevant queries and expand<br />Optimize before you expand to avoid waste<br />
  45. 45. Allocating Budgets and Measuring ROI<br />
  46. 46. Paid Search ROI Curve<br />Learning & Optimization<br />ROI<br />Cost<br />Time<br />
  47. 47. Organic Search ROI Curve<br />Authority & Time<br />ROI<br />Cost<br />Time<br />
  48. 48. The Evolution of Your Search Marketing Mix <br />
  49. 49. 4 Basic Elements of Web Analytics<br />
  50. 50. Slice the Data, Find the Insights<br />Measure Through the Funnel<br />Segment Incessantly,<br />Follow the Trends<br />
  51. 51. The Hierarchy of Smart Search Questions<br />
  52. 52. Questions?<br />ClickEquations is an advanced paid search platform for large advertisers and agencies<br />acohen@clickequations.com | 484-362-1321<br />Site - www.clickequations.com<br />Blog - www.alexlcohen.com<br />
  53. 53. Free Tools<br />Advanced Paid Search Advice<br />www.clickequations.com/blog<br />www.clickequations.com/learn<br />www.google.com/analytics<br />www.google.com/websiteoptimizer<br />www.wordpress.org<br />http://tech.groups.yahoo.com/group/webanalytics (user group)<br />http://4q.perceptions.com<br />www.quantcast.com<br />www.compete.com<br />www.google.com/insights/search<br />www.google.com/trends<br />www.crazyegg.com<br />www.clicktale.com<br />
  54. 54. Wake Forest University – Spring ‘09<br />Alex Cohen, Marketing Manager<br />ClickEquations | www.clickequations.com<br />The MBA Guide to Search Marketing<br />

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