LBi Digitali Academy | Class #3

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LBi Digitali Academy | Class #3

  1. 1. #DIGITALACADEMY
  2. 2. Search Engine Marketing
  3. 3. WHY ARE WE HERE TODAY?
  4. 4. 41%
  5. 5. ATLDisplay SEM & SEO Loyalty
  6. 6. YOY REVENUE UP 75% CONVERSION RATE UP 25%RETURN ON INVESTMENT 29:1
  7. 7. Promote your brand / increase customers to your websitePromote an offer on your website / brand new websiteIncrease sales on your website / drive offline salesImprove Return on Investment (ROI)Decrease Cost per Acquisition (CPA)
  8. 8. Is SEM recession proof?All advertising slowed during the recession. Except digital, which grew 4.5%. Of all advertising, search grew the most.
  9. 9. Where are brands investing?
  10. 10. "Half the money I spend on advertising is wasted; the trouble is I dont know - JOHN WANAMAKER -
  11. 11. $90B
  12. 12. 36%
  13. 13. Buying online doesntmean transacting online
  14. 14. WHERE IS SEM?
  15. 15. SEM (bought ads) SEM (bought ads)
  16. 16. YahooGoogle
  17. 17. HOW DO I GET MY BRAND TO THE TOP?
  18. 18. Getting your SEM campaign started1. Pick the search terms that are relevant to your business goals2. Decide the maximum you are willing to pay to attract a customer to your website3. Write your ads to attract them
  19. 19. Targeting C-Suitesiphone 5 dubai
  20. 20. A closer look at the auction model Ad Quality Max BidPosition Score
  21. 21. EXERCISE
  22. 22. ExerciseYou have a business website www.Richmond.com.Create the online goals your business:1. What does your website do?2. Who is your audience?3. What are the business goals for the website?4. What 2 products, or services you offer? Time: 4 minutes
  23. 23. OPTIMISE YOUR SEARCH ENGINEMARKETING (SEM)
  24. 24. What makes a good SEM ad?A call to action phraseA clear selling/information messageAvoid repetitionBe as relevant aspossible to the userSupport competitiveclaims
  25. 25. Mini exercise
  26. 26. EXERCISE
  27. 27. Exerciseservices:1. Consider adding product price in the ad2. Consider your business USPs3. Consider using a promotion4. Consider who your audience isCharacter limits: 25 35 Time: 10 minutes 35
  28. 28. Targeted ads relating to search termsGeneral ad text, keywords covering Tightly themed keywords, relevantseveral topics ad texts Everything to refine Premium Olive Oil Highest Quality from Italy. Keywords: olive oil your food Order today and save money! www.oil-shop-london.co.uk buy olive oil High quality produtcs for seasoning olive oil greece your food. Visit our online store! www.oil-shop-london.co.uk Keywords: olive oil buy olive oil olive oil greece Balsamic Vinegar Keywords: balsamic vinegar Premium Quality at an. balsamic vinegar affordable price. Order here. buy balsamic www.oil-shop-london.co.uk buy balsamic vinegar vinegar basil oil buy basil oil premium basil oil Gourmet Basil Oil Keywords: For fish, pasta and more. basil oil Order today and save money! www.oil-shop-london.co.uk buy basil oil premium basil oil
  29. 29. EXERCISE
  30. 30. Exercise -brainstorm 15 keywords per product:1. Consider the search your target customers are most likely to do search2. Consider whether these terms are likely to achieve your business goals Time: 5 minutes
  31. 31. SEM (bought ads) SEM (bought ads)
  32. 32. Tier Low organic Listings TIER ONE 1 Paid Search : Aggressive approach (Target High Availability positions 1-2) High Competition Tier 2 Top 10 Organic ListingsTIER TWO Paid Search : Aggressive approach (Target Medium Availability positions 3-5) Moderate Competition Tier Top 3 organic listingsTIER THREE 3 Paid Search : Conservative approach (Target Low Availability positions 6-10) Low Competition
  33. 33. £60m in revenue generated in December 2011!
  34. 34. The mobile movement
  35. 35. The mobile movement
  36. 36. Sitelinks Extensions• These allow companies to show additional deeplinks into their website• Can be a great way of directing people to where you want/highlightingdeals
  37. 37. Remarketing
  38. 38. FUTURE OF PAID SEARCH
  39. 39. 5 factors driving the growth in mobile internet usage 1.Computing Power Memory cost 2.Clever Devices Transistors per chip Time 3.Connectivity increasing 5.Cloud Computing 4.Costs Decreasing
  40. 40. Factors in the M Commerce Equation23% 20 Million 27% £500mof time accessing mobile internet of UK mobile Value ofthe internet is via a users in the UK in subscribers have a m-commerce inmobile device 2010 smart phone the UK in 2010IAB/PWC mobile study, Apr 2010 Mobile Squared, Oct 2010 UK Ofcom, Aug 2010 IAB/PWC mobile Adspend study Apr 201012% 38% 2007: 2 Secondsof all UK shoppers penetration of 3G £40/month for frequency of salesuse mobiles to in the UK (from iPhone 2G via a mobile deviceresearch before 28% in 2009) on ebaythey shop Morgan Stanley, Nov 2010ITPro.co.uk, 2010 2010: $1 Billion £20/month for Amazon’s revenue iPhone 3Gs from M-commerce Tesco, O2
  41. 41. Search plus Your WorldAn Extension of Personal ResultsSocial + SearchCan also just search in social
  42. 42. New ad formats
  43. 43. New models Keywordless SEMCost Per Click  Cost Per Action
  44. 44. SUMMARY
  45. 45. QUERY FULFIL MYBUSINESS GOALS?
  46. 46. DOES THIS MESSAGE QUERY?
  47. 47. Digital packWhat do you need toknowHow digital buildsbusiness valueWhats the bottom line
  48. 48. CRM 31st January 2013 What the age of the customer means for multi-channel CRM strategy How Social and Digital are disrupting tried and trusted business models across every industry How CRM can enable you to win in this context CRM case studies – good & bad Designing multi-channel CRM StrategyLed by Tom Burrell Global CRM Director, LBi Exercise to apply these principles to yourLeads LBi EMEA multi-channel CRM, Social businessCRM and mobile CRM strategy offering @tomburrell
  49. 49. Stay in contact with uswww.lbi.com/mena : www.facebook.com/LBiMENA : @lbimena : +971 444 62404Roy Badawi Firas WahidaRoy.Badawi@lbi.com Firas.Wahida@lbi.com : @roy.badawi : @FirasWahida : +971 55 3688 069 : +971 55 8977 872

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