Winning with Marketing Dollars 2009 10 01


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Presentation for the Spartina Summit IV given by Mike Rosenberg, Winning with Marketing Dollars.

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  • Hi I’m Mike Rosenberg, Vice President Client Acquisitions of EngineWorks.EngineWorks is a full-service Search Engine Marketing company that provides sophisticated data-driven, ROI-based solutions to enable businesses to dramatically improve online revenues.  Our proprietary SEO strategies improve the attractiveness of Web sites in order to generate highly ranked Natural search listings.  Professional Paid Search Marketing campaigns deliver qualified visitors through popular Pay-Per-Click networks.  Our Online Media Marketing services provide the greatest return on advertising budgets through tactically placed ads.  Finally, proven Social Media Marketing services leverage conversational marketing through social networks, blogs, and communities to increase the volume and richness of two-way communication.  We provide power through search engines.
  • My presentation today is how you can use Search Engine Marketing to Win with your Marketing Dollars
  • I’ll start with how search can not only drive direct sales, but also provide significant insight to drive your other marketing initiatives.Next I’ll highlight how leveraging ‘both sides of the page’ can provide great synergies.Then I’ll touch on how Data Driven, ROI Focused Decision Making will enable you to reach and increase your success metrics, and lastly explore winning traditional marketing dollars. And maybe touch on EngineWorks and our process if there is interest and time.
  • Knowledge in PowerSince the beginning of advertising, companies have spent untold fortunes on the creation of their marketing mix.The traditional approach to this process has been a ‘top-down’ strategyi.e.Messages were created to tout the attributes and benefits of company’s products or servicesFollowed by integration of messaging into each channel in the marketing mixThen, conventional marketing research would be employed to ascertain the effectiveness of the messages.Unfortunately, this traditional process often failed to hit its mark.The in-depth research and rigorous analysis of consumer actions, Coupled with instantaneous ROI tracking and measurement,Enables you to use the knowledge gained through professional search marketing engagementAs the foundation to actually create your marketing mixAnd, not just view search engine marketing as an ancillary channel within the mixRather than feed traditionally-created messaging into the search channel,SEM extracts the knowledge needed to create an effective overall marketing campaign.
  • Throughsearch marketing you can extract precise behavioral information pertaining to exactly who is searching for specific products and servicesWhich messages resonate with themWhat factors entice them to become customers.Armed with this knowledge, youCan create targeting and messaging to drive consumer actions Through all channels of the marketing mixBoth online and traditional channels.
  • First you need to employ a systemic approach tohoning-in on the search phrases and marketing messages that resonate with your target audience. Our process looks like this:Direct consultation with the marketing and IT dept to fully ascertain the purpose for youronline presence, and define the goals of our engagementObtain anOriginal set of keywords from the client (current list, mined from their site & competitors sites, brain storm)Evaluate the importance of these initial keywordsExpand the list through popularity analysis and competitiveness analysisExtrapolate trends identified during this keyword expansionStructure an optimized list of relevant keywords into proper bucketsArrange accounts and integrate strategies into each campaign.
  • This is process is done through Keyword Research andRegardless the specific intent of the engagement, comprehensive research and analysis can identify the phrases that resonates with target audience.Once again, a sophisticated process extracts the top performing search terms, enabling the gain of valuable behavior data and targeting.
  • We also identify target markets and specific audiences that our clients’ competitors are going after, through in-depth competitive analysisYou need to focus not only on your direct competitors, but also identify Search Landscape Competitors…All of this process is fairly straight forwardHowever, it’s the identification of clusters and trends that enable the us to turn the creation of the marketing mix on its head.
  • This approach enables you to hone-in on top producing search phrasesAnd extract messaging and targeting that cannot be obtained through anyother advertising medium.As we well know, through SEM, you can focus on very broad terms that arevery popular and highly competitiveBut, may not deliver many conversionsIdeal for branding campaignsOr we can drill down to very specific search phrases that may be highly focused with smaller audiences However drive a substantial number of conversions.Finding the right balance is crucial to success.
  • Here’s an example of how using search marketing knowledge can drive an overall marketing campaign,At the start of our engagement, this client put across initial set of keywordsFocused on current marketing phrases around the terms “gardens” and “butterflies”Through our comprehensive research and analysisWe were able to discover that the actual phrases that resonated with their target audience (the actual people traveling to and staying at this destination) were “Weddings”, “Golf”, and “Conferences” type termsNot only did we discover that these terms wereDriving almost 4 times the number of qualified visits (as shown here)But, once implemented, they also delivered three times the conversion rate.
  • The messaging and targeting that we extrapolated from this search marketing campaign has been fully embraced by our client, The knowledge we provided them is now being integrated in everychannel of their marketing mix.Not just their online media buys, but has actually been used as the foundation for their overall marketing campaign.
  • This is the messaging and imagery of theirad campaign prior to Gaining insight from our in-depth search phrase research and analysis.
  • After being provided with the evidence that the messaging that Actually resonating with their target audience, our client embraced an overall marketing campaign centered around ‘golf’, ‘weddings’ and ‘conventions’.This messaging is being used in all facets of their marketing mix, including e-mail, print, outdoor, and television.
  • Another compelling phenomenon to highlightis the tremendous value that can be created by having the knowledge gained from both sides of a concerted search marketing campaign, Natural SEO and Paid Search Marketing can enable each campaign to perform at a higher level than if they runindependantly.
  • Here is another real-world example that showsthe benefits of the cross-pollination of ideas and discoveries between Natural SEO and Paid Search Marketing isThe Institute of Culinary Education or ICE Culinary, a world-renown cooking school in NY.
  • With this particular client we started by identifying keywords driving visits and conversions NOW through the Paid campaignsThen Optimized the SEO elements around those converting keywords to dramatically improve their Natural search positioningWhich lead to an exponential gain in the number of leads they received.
  • The keyword research processes are quite different for Paid and SEO, however when shared the findings from one campaign can provide great insight to the other.
  • In this specific example the Paid Search team discovered that terms around ‘pastry’ where converting very well and shared that information with the SEO team to optimized for them
  • Prior to being identified by PPC department, outside of Top 100 in Google
  • As shown in this graph, our concerted professional search engine marketing engagement has resulted in a dramatic increase in the number of leads for our world-renowned client.Increase in number of leads throughPastry chef school +200%Pastry schools +500%Pastry school +440%
  • More importantly, however, The Institute of Culinary Education has realized a 433% increase in Total Monthly Revenue through these three relevant keywords since we implemented our cross-discipline search marketing campaign.Now, that’s making some dough!
  • They have also been featured repeatedly on shows like Top Chef and The Apprentice.
  • The next way to win with marketing dollars making data driven, ROI focused decisions.
  • What does this mean?
  • For this, I’ll use Evan and Ron’s company Liftopia
  • Due to low profit margins per transaction we needed to focus on very long-tail keywords featuring resort and discount specific keywords and low CPCs. Outside of the Branded Campaigns we did not buy general terms like “lift tickets”, we were always very targeted to the specific resorts and specific deals Liftopia was offering. The result is less expense and more targeted campaign.
  • Again, due to thin margins we had to be very aggressive with keyword bids…to be profitable we could not exceed a specific CPC. This required continuous active monitoring and adjusting of the CPC bids to maintain exposure in the top five ad positions (above the fold) while maintaining a low CPC. Basically keeping a balance between exposure and low CPC. This was achieved by analyzing data from three main timeframes, historical performance, monthly performance, and weekly performance.
  • The third main action attributing to Liftopia’s Paid Search success was Ad Copy Updating and Testing.Across the board, the ad copy containing percentage discounts out performed the ad copy with the price. However, the results did vary by resort.Another interesting finding was that, in general, the Resort-Generic ads containing price were the better performers but the Resort-Long Tail ads containing the percentage discount were the better performers. This is likelydue to the fact that the people searching for the generic keywords are trying to get an idea of how much the lift tickets cost while the people searching for the long tail keywords are further along in the buying cycle (and may already have an idea of price) so those searchers were looking for the best % discount. Since the Resort-Long Tail ad groups out performed the Resort-Generic ad groups, this lead to the overall ad performance being better for the ads containing the percentage discount.The key take-away here to Winning with Marketing Dollars is to find the metrics that matter!
  • Decreased Cost-Per-Conversion The goal for Liftopia was to increase the number of customers purchasing lift tickets on their site at a specific Cost-Per-Conversion. Through active management and data driven, ROI focused decision making, Our team surpassed their goal in January 2009 (and ended up below50% of the goal in Feb, Mar & Apr). As shown in the firstchart, Cost-Per-Conversion decreased more than six times (6x). Increased Conversion Rate Our emphasis on highly optimized, geo-targeted phrases such as ‘crested butte discount passes’ (and not on expensive, general search terms such as ‘lift tickets’), achieved an increase in Liftopia’s Conversion Rate of almost six times (6x) from 0.82% to 5.54%, as depicted in the middle graph.Return-On-Ad-Spend Performance Ultimately, the success of anyMarketing campaign should be measured by the increase in total revenue driven. As depicted in the third graph, EngineWorks dramatically increased Liftopia’s ROAS from -82% in November 2008 to almost 400% in April 2009.
  • My final example is winning traditional marketing dollars
  • Data driven decision makings should obviously go beyond just search or online campaigns. It is often not as easy and the metrics are likely not as precise, but making a real comparison of where you are spending your marketing dollars and shifting those dollar to your best producing channels must be implemented.
  • Like many companies in recent time, this client started to run out of advertising dollars so they needed to determine what was really working and what was not.In Q4 2008, they paused or ended much of their ‘off-line’ advertising with no-change in conversions (things like print ads, billboards, direct mailings and regional tv ads).Then in Q1 2009 they planned to do the same with our search campaigns. After two months without search marketing, conversion tanked, so we restarted the search campaigns earrly. And as you can see from the graph here, when our campaigns returned bookings returned as well.
  • Since advertising and Marketing budgets are traditionally the first to get cut let me give some stats from clients of oursOn a Paid Search Campaign; Gray Line Cost-Per-Conversion reduced 70%, Cost-Per-Click down 60%, Revenue Increased 275% and 8X Return-On-Ad-Spend… another PPC client – Cost-Per-Conversion down 50%, Conversion Rate doubled, 115% ROAS, We are delivering 80% of their online traffic.SEO Client – Revenue increased 50%, Average-Order-Size up 21% and Number of Transactions increased 31%***monthly numbers from January vs. December
  • Winning with Marketing Dollars 2009 10 01

    1. 1. Mike Rosenberg<br />Vice President Client Acquisition<br />
    2. 2. Winning with Marketing Dollars<br />
    3. 3. Search . . . Driving Business Online<br />◉4 out of 5 new visitors arrive through engines.<br />◉ 62% of online shoppers use general search engines.<br />◉ 90% abandon search within first 3 pages of results.<br />◉ Top 10 results visited 78% more than next 20.<br />SOURCE: February, 2009, comScore Networks (New York)<br />
    4. 4. Winning with Marketing Dollars<br /><ul><li>Search Powering Your Marketing Mix
    5. 5. Natural SEO + Paid Search
    6. 6. Data Driven, ROI Focused Decision Making
    7. 7. Winning ‘Traditional’ Marketing Dollars
    8. 8. About EngineWorks</li></li></ul><li>Search Powering Your Marketing Mix<br />Knowledge is Power<br />
    9. 9. Powering Your Marketing Mix<br /><ul><li>In-depth research and analysis
    10. 10. How customers seek-out your products
    11. 11. Most effective targeting and messaging
    12. 12. Integrated through all media channels</li></li></ul><li>Keywords: The Foundation Of SEM<br />
    13. 13. Keyword Research & Analysis<br /><ul><li> Search Popularity
    14. 14. Relevancy
    15. 15. Competitiveness</li></li></ul><li>Competitive Analysis<br />
    16. 16. Keyword Selection<br />Vacation<br />Ski Vacation<br />Colorado Ski Vacation<br />Vail Colorado Ski Vacation<br />Vail Colorado Family Ski Vacation<br />
    17. 17. Traffic Driving Keywords<br />►<br />
    18. 18. Drive Messaging through All Channels<br />
    19. 19. Pre-Optimized Messaging<br />
    20. 20. Optimized Messaging<br />
    21. 21. Natural SEO + Paid Search<br />Cross-Discipline Campaigns<br />
    22. 22. Cross-Discipline Search Campaign<br />
    23. 23. Natural SEO + Paid Search<br /><ul><li>Identify keywords driving conversions NOW
    24. 24. Optimize SEO elements around current keywords
    25. 25. Dramatically improve natural search positioning
    26. 26. Substantial increase in number of leads</li></li></ul><li>Paid Search Real-Time Insight<br />
    27. 27. Keywords Driving Conversions<br />
    28. 28. Cross-Discipline Results<br />Improved Natural Search Positioning<br />
    29. 29. Cross-Discipline Results<br />Percent Increase in Number of Leads<br />pastry chef school<br />+200%<br />pastry schools<br />+500%<br />pastry school<br />+440%<br />
    30. 30. Cross-Discipline – Making Dough<br />Natural Search Engine Performance<br />Total Monthly Revenue Increase<br />+433%<br />Through Natural Search Results for these 3 Priority Keywords<br />January 2008 through June 2008<br />
    31. 31.
    32. 32. Data Driven, ROI Focused<br />EngineWorks Approach<br />
    33. 33. Data Driven, ROI Focused<br /><ul><li>Search Marketing provides much more control
    34. 34. Instant results to react to immediately
    35. 35. Ability to fully measure and track results to prove without a doubt what is working and what is not
    36. 36. Not locked into specific publications, mediums, Web sites</li></li></ul><li>Paid Search Case Study<br />
    37. 37. Keyword Selection – Long Tail Approach<br />Ski Discount<br />Park City Discount<br />Park City Ski Discount<br />Park City Lift Tickets Discount<br />Park City Ski Lift Tickets Discount<br />
    38. 38. Active Bid Management at Keyword Level<br /><ul><li>Historical Performance (all-time)
    39. 39. Monthly Performance (current & previous month)
    40. 40. Weekly Performance (current week )</li></li></ul><li>Ad Copy Updating & Testing <br /><ul><li>A/B Testing
    41. 41. Inclusion of Specific Deals in Ad Copy
    42. 42. Different Results for Different Segments</li></ul>Crested Butte Lift Ticket<br />Cheap Lift Tickets at Crested Butte<br />Limited Offer: Lift Ticket From $42<br /><br />Crested Butte Lift Ticket<br />Save Money at Crested Butte, CO.<br />Limited Offer: Get 14% Off Sat/Sun!<br /><br />
    43. 43. Liftopia Paid Search Case Study<br /><ul><li>Decreased Cost-Per-Conversion Six Times (6x)
    44. 44. Increased Conversion Rate Six Times (6x)
    45. 45. 400% Return-On-Ad-Spend</li></li></ul><li>Winning Traditional Marketing Dollars<br />Data Driven, ROI Focused Internet Marketing<br />
    46. 46. Data Driven Decision Making<br /><ul><li>Comparison of what is working
    47. 47. Pause of Direct Mailings, Billboards, and Print Ads = No Change
    48. 48. Pause Search Marketing = Reduced Conversions</li></li></ul><li>Search Marketing…Real Results<br />First three (3) months of concerted SEM campaign<br />More that 4x online traffic<br />+200% monthly bookings<br />Surpassed aggressive monthly goals<br />►<br />
    49. 49. EngineWorks<br />High Performance Search Marketing<br />
    50. 50. Types of Search Engine Marketing<br />Search Engine Optimization<br />• Keyword Research & Analysis<br />• Competitive Analysis<br />• Search Engine Optimization Audits<br />• Optimization Consulting<br />• Optimized Content Development<br />• Link Building<br />Social Media Marketing<br />• Engaging Content Creation <br />• Optimized Press Releases<br />• Blog Strategy Development<br />• Blog Content Development<br />• Social Media Development<br />• Social Media Networking<br />Paid Search Marketing<br />• Pay-Per-Click Campaigns <br />• Paid Search Landing Pages<br />• A/B & Multivariate Testing<br />• Paid Inclusion<br />• Content Search Network<br />• Image & Display Ads<br />
    51. 51. EngineWorks SEO Strategy<br />1. Improve Rankings <br />2. Increase Qualified Visitors<br />3. Generate More Conversions<br />4. ROI Focused<br />
    52. 52. Search Engine Marketing Process<br />1. Keyword Research<br />2. Competitive Analysis<br />3. Implementation<br />4. Tracking & Reporting<br />
    53. 53. Site-Wide SEO<br />Elements that could have an effect on the ability of search engines to correctly index and rank a Web site:<br /><ul><li> Server Considerations
    54. 54. Information Architecture
    55. 55. URL Structure
    56. 56. Accessibility
    57. 57. Duplicate Content</li></li></ul><li>On-Page Optimization<br />Web page attributes that help the search engines understand and categorize your content:<br /><ul><li> Title Tags
    58. 58. Meta Tags
    59. 59. Semantic Markup
    60. 60. Images
    61. 61. Internal Linking
    62. 62. Latent Semantic Indexing</li></li></ul><li>Off-Page SEO<br />External links that the search engines use to evaluate authority for specific keywords.<br /><ul><li> Link Building
    63. 63. Blog Strategy
    64. 64. Optimized Press Releases
    65. 65. Social Media Marketing</li></li></ul><li>Promotion + Presence = Success<br /><ul><li> Prominent Rankings
    66. 66. Increased Qualified Traffic
    67. 67. Customer Centric Design
    68. 68. Goal Driven Development
    69. 69. Improved Conversions</li></li></ul><li>Why EngineWorks?<br />Focus on ROI<br />Commitment of an In-House Marketing Team<br />Track Record<br />Customer Service<br />Results<br />
    70. 70. EngineWorks World-Class Clients<br />
    71. 71. THANK YOU!Questions?Presented by:Mike Rosenberg - VP Client<br />