Search Marketing 101


Published on

This is a basic overview of search marketing. It covers SEM, SEO and measurement. For more information go to

Published in: Business, Technology, Design

Search Marketing 101

  1. 1. Search Introduction 101 Thursday, 30 October 2008 Dominique Hind
  2. 2. Discussion Search introduction Search engine marketing Measuring search engine marketing Bringing a campaign to life Search engine optimisation Key take outs Summary
  3. 3. Search introduction
  4. 4. What does a search engine do? A user perspective Ask a question, get an answer A search engine perspective Find all the answers Give you the best ones…RANKED Measure the human interaction with it’s logic If you are not the answer, someone else is
  5. 5. Paid placements
  6. 6. Natural placements
  7. 7. Searcher strategy Search is more than just campaign activity, it needs to focus on all aspects of a client: their products, offerings & brand SEO SEM Products Handsets Offers Networks
  8. 8. 2008 Market Forecast Information & Communication Technology sector (ICT’s) is expected to increase search budgets: 57% of Consumer ICTs to increase their search budget 47% increase it by 10-30% 29% by 30-50%, 6% will increase it more than 90% 43% of Business ICTs to increase their search budget 54% increase it by 10-30% 15% by 30-50% 8% will increase it by more than 90% Of these extra budgets the planned allocation is as followed: 62% increase search engine keyword budgets 31% increase online directory budgets 28% increase contextual search budgets 16% increase mobile search budgets Source: Frost & Sullivan (Australian online search study 2008),
  9. 9. Australian paid search market 2004-2009 % of online advertising 400 30% 350 % of online advertising revenues 27% 300 26% 350 25% 250 24% A$ Million 23% 305 200 22% 150 240 20% 185 100 18% 130 50 70 0 15% 2004 2005 2006 2007 2008 2009 Compound Annual Growth Rate 2005-2009 – 28.1% p.a. Source: Frost & Sullivan (Australian online search study 2008),
  10. 10. How business approach search? Campaign activity
  11. 11. How businesses should approach it? Base line activity (consistency & presence in market) Campaign activity
  12. 12. Baseline activity Keyword bible Brand terms (Optus, Fusion) Generic terms Campaign 2 (Mobile, Broadband, Fixed Line) Campaign 3 Campaign 4 Campaign 1 Campaign 5 Campaign
  13. 13. Google’s Golden Triangle Note: Google Eyetracking study prior to recent updates & the introduction of Google Universal
  14. 14. Google Universal Note: Google Universal was introduced in late 2007
  15. 15. Google’s Universal Eye Tracker Note: Google Eyetracking study showing that most people focus on the image before looking at text.
  16. 16. Google’s Universal Eye Tracker Note: Google Eyetracking study shows the image is the first visual reference and then the eye is directed up to the content above.
  17. 17. Google Flights
  18. 18. Google Teleporting Note: Also called ‘search in search’, dictated by the site map
  19. 19. Miserable Failure Note: A great example of search manipulation – creating a word/phrase and content around it.
  20. 20. All segments search on generic terms Note: All segments, no matter of age or socioeconomic level, search based on generic terms like mobile phone, new car, cricket, etc.
  21. 21. Consumer Activity Online Telco specific Attract Engage Transact Retain Grow Generic Keywords Generic & Product Brand Terms Brand Related Terms Keywords (Mobiles, Nokia, (Optus Mobile, (Optus Mobile, My Optus) Sony Ericsson, Cap (W880i, Skypephone, Optus, with Low Avg. CPCs, High Avg. CTRs, Low Plans) N95) Conversion Rates with High Avg. with High Avg. with Low Avg. CPCs, Low CTRs, CPCs, Medium Avg. CPCs, High Avg. Low Conversion CTRs, Medium to CTRs, High Rates Low Conversion Conversion Rates Rates 64% learn more about 76% compare prices of 40% purchased/ 31% return to where they purchased a new telecommunication new telecommunication subscribed to a new telecommunications products for accessories & products online products online telecommunications product service after researching it online Source: MediaScreen Telecommunications Survey. July 2006 Note: The further down the purchase journey consumers go, the more specific their search terms become.
  22. 22. Landing Page Guidelines SEM (paid) Affiliate (paid) SEO (organic) Broadband Broadband Broadband Special deal for visitors What to look for from a Common features We have a great deal of X/Y/Z Broadband provider? for people who want to Specific copy specific connect their Call/order now & enjoy an The top 10 things to know copywriters broadband services exclusive offer when you are looking for broadband. Optus can offer you as a visitor Conversion driven Call now! of X/Y/Z a 10% extra download Many people have a lot of package on all broadband questions about choosing the Integrated approach Or leave your name to go in services ordered today. best broadband provider. What (1+1=3) the draw for a free Internet We will also send an email with are the key things to look for? Security Pack, available information on the Internet Download limits, costs, exclusively from Optus Security Pack… restrictions. Based on searcher demand - keywords Campaign driven Measurable conversion Keyword compliance Clear conversion Personal approach 1 per red keyword DM style Funnel by affiliate Leader –guru Short Provide info content Create trust SEO not main aim “Exclusive” deal SEO is main aim Written to sell Written to sell Written to inform Note: Dependent on your search campaign type, there are different landing pages you should create that cater content to the search origin.
  23. 23. Different types of Search Engines
  24. 24. Shopping Search Engines
  25. 25. Kids Search Engines
  26. 26. News Search Engines
  27. 27. Multimedia Search Engines
  28. 28. Specialty Search Engines Answers Searching Computer Search Engines Domain Searching Financial Search Engines Government Search Invisible Web Legal Search Engines Mailing Lists Medical Search Engines Newsgroup Search Science Search Engines Shopping Search Travel Search Engines WAP Search Engines Other Specialty Services Source:
  29. 29. Search Engine Marketing (SEM)
  30. 30. SEM Methods There are a few different search engine marketing methods: Paid for Performance (P4P) Contextual placements Paid Inclusions
  31. 31. P4P Search Listings P4P is also known as Pay Per Click (PPC) or Cost Per Click (CPC) search listings. They appear at the top & right-hand side of the search results. Benefits High level of control & security Low level of click fraud Highly accountable Great ROI Disadvantages Poor venue for some industries Not suitable for branding campaigns Increasingly competitive with inflating CPC’s
  32. 32. Contextual Search Contextual search takes your search listing beyond the search engine - & onto sites with matched content. Benefits Few… Disadvantages Lack of control Expensive Most exposed to click-fraud
  33. 33. Paid Inclusion Paid Inclusion looks similar to P4P. The main operator within this space is: Yahoo Search Submit Pro Search Submit Pro increases your business' exposure in search results beyond sponsored search. No keyword bidding required. Site listings are displayed based on the relevancy of your site content to search terms.
  34. 34. Yahoo! Search Submit Pro Paid Optimisation Source:
  35. 35. Paid Inclusion Benefits Access organic traffic immediately Harvest keywords from content feeds Often cheaper than P4P Disadvantages Can cannibalise organic traffic
  36. 36. Bringing a Campaign to Life
  37. 37. Basic Search Strategy The key elements in setting up a basic search strategy: Refine customer goals Select methods (P4P, PI, SEO) Keyword Research Tracking set-up Rules based bid-management Creative rotation & optimisation Landing page strategy Organic site review & recommendations
  38. 38. What does a campaign look like? Advertiser Campaigns Ad Groups Keywords Creative (campaign) (brand, campaign) (copy) (brand, campaign) (test 1, test 2) Competitors Travel News syd General KWs lhr Destinations Travel Airport Codes gtw Airport Names jfk Reward names etc Rewards Travel News programs General terms Provider Car Rental Cos Transport Bus / Train Cos Cheap flight General terms Discount flights Hostels Train to Accommodation Hotels Car hire General terms Travel guide Airline names Airlines Classes, tickets Source: Downstream
  39. 39. What is involved in developing a SEM campaign? landing keywords bid price ad copy page sourcing position headline product specific categorising CPA kw insertion general tactics matching ROI brand integration education testing volume offer navigation purging testing call to action relevance conversion tracking combine, test and learn optimal rule implementation Source: Downstream
  40. 40. Average CPC within the industry Keyword CPC Searches /day (Rank 1-3) Broadband $6 - $9 4,250 Coke Zero $5 2 Home Loans $10 - $16 5,000 Hotel $4 8,500 Skin Care $2 2,000 Used Cars $2.40 1,500 Credit Cards $7 - $15 7,000 Note: Figures are only approximate and from early 2008
  41. 41. Brand Terms: Do you buy your brand name? Benefits: 1. Integrated Marketing messages - Tag lines - Price or offer changes 2. Control over top placement 3. Search Volume grows with brand awareness Disadvantages: 1. Cost when you have “built” that term eg Nike. 2. Engine doing a good job then you should be the most relevant right? 3. Competitor terms Key Times to Buy: Strong offline brand campaigns. New product launch or offering. While SEO is poor
  42. 42. Search Engine Optimisation (SEO)
  43. 43. Search Engine Optimisation Definition The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a web search. The process has two major components: “On page” optimisation site technology & accessibility site content “Off page” optimisation link popularity link reputation
  44. 44. “On page” optimisation Site accessibility Make the site accessible to search engine crawlers HTML is better than Flash Multiple files rather than one large file The absolute minimum: Robots.txt file Correct HTML coding Meta tags with relevant information “use text” visible information should be in text (html) not embedded in graphics such as .jpg or flash Site navigation that the crawler can follow i.e. site map For dynamic (database driven or Flash sites): Ensure the URL structure is crawlable by the engine Have a browse function as well as a search function Consider static pages for key content (terms)
  45. 45. “On page” optimisation Site content Start with researching which terms that you want to get found for. Build genuinely useful content relevant to someone searching for that topic. Make that content accessible & readable. Meta tags i.e. keyword = car insurance are important but the search engines check for “visible” text that is relevant, not just the html source code. Consider offering additional content other than that which is strictly required to sell your product i.e. mortgage calculator, hotel information & facilities, whitepaper’s on industry etc. The more useful your content & the more that consumers appreciate it, then the more that the search engines will want your site to rank well for relevant terms.
  46. 46. “Off page” optimisation In order to provide more relevant results, the search engines look further than the content of a particular page/site. Google led the trend, they measured “link popularity” If lots of other sites have links to a site then the site must have some value to consumers The more recent extension of this is “link reputation” If sites link with a tag that includes terms, then the page is more likely to be relevant for those terms: For example, “click here if you want information on car insurance” Beware artificially boosting link popularity is now being monitored by the engines & will be penalised. Use a genuine strategy of contacting relevant sites and request appropriate reciprocal links.
  47. 47. Best Practice SEO: Design Several on page elements are taken into account by Spiders (not limited to): Page Titles Meta Description & Keywords Page Copy (Body Content) Image Alt Text Internal Link Anchor Text File names Search Friendly Navigation Site Map Heading Tags A clearly distinguishable site architecture & navigation structure can help with inclusion & improving rankings.
  48. 48. Best Practice SEO: Content Content is King! The Internet is mainly a source of information & that is what search engines look for. So the more content the better. Consider how people would find information By brand By product capability By Issue Develop content around the selected keywords (Or Augment the existing content to cover target terms) Fresh content is favored by search engines Blogs, Press Releases, community areas
  49. 49. Keyword in title Keyword in directory Content tab Keyword in H1 Keyword body spread Hyperlinked text Keyword meta tags
  50. 50. Measuring Search
  51. 51. Tracking Paid Search What to look for from the Media Company? From Search Tool: actual term clicked click count audit (click fraud filter) Site side conversion event (count, dollar value, id) Search portal (ninemsn or Yahoo?) What does this tell you? The conversion rate of the term, creative & landing page The ROI on the term, group of terms, Search Engine or campaign Audit trail to check search engine costs What can you do? Optimise bids, creative & buy type Compare Search Engines Which will lead to improved ROI from search
  52. 52. Tracking Search What to look for with organic listings? No data from Search Engines (in most cases) All tracking is site side (log files) or SEO tags Manual log file tracking ok for very low traffic sites 80%+ of the time a tracking tool will capture: Search portal Search term that led to the visit.
  53. 53. Tracking Paid Search What is the end result of this tracking? Useful & meaningful reports Campaign strategies can be informed by the data & optimisation strategies implemented Bid management can be automated for so that the ROI of individual terms can be maximised
  54. 54. Closing thoughts
  55. 55. Ego search Note: Blogs and social networks appear higher than other sites because they have been optimised during build.
  56. 56. Things to remember Google doesn’t automatically reference offline patents, TM or R brands online. All clients must registered their TM & R status with Google if they want to exclusively own the terms. Ask you clients if they have done this?
  57. 57. Register your trademark
  58. 58. Submit your site
  59. 59. Quick Exercise
  60. 60. IAG Unworry Exercise
  61. 61. Homework Pick one of our clients Think about 5 keywords that might be important to them Go to Google, yahoo! & Sensis & do a search on all five words Note where our client appears on the blog & any observations about competitors or the client’s search engine activity Paid vs natural Brand vs keyword Ask your clients if they have registered their company details with Google.
  62. 62. Questions
  63. 63. Five key Search take outs 1. Constant Search isn’t just a campaign, it must be on 100% 2. Nurture Search must be nurtured, whether it is paid or organic 3. Integration Search must be integrated into campaigns. Only 2% of people remember URLs shown in TVCs or other activity. 4. Optimisation Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Measurement What does success look like? What were the take outs from the campaign (ATL elements)?
  64. 64. Thank you! Dominique Hind Email: Blog: