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SEM: The Foundation of Growth Teams

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By Evan Waters – Naspers

Influential search marketers leverage unique data to improve not only their campaigns, but guide other channels and even business propositions. With these insights alongside strong partnership from other business units, we’ll examine what some of the largest digital consumer brands have accomplished. Drawing on Evan’s experience guiding top internet companies growth paths, together we will discuss high level strategy and specific tactics to impact channel selection, conversion optimization, content marketing, attribution, and how we think about customer segmentation.
To connect with Evan, visit www.evanmwaters.com

Published in: Marketing
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SEM: The Foundation of Growth Teams

  1. 1. SEM: The Foundation of Growth Teams @EvanMWaters #SavageMKTG Evan Waters June 2017 EvanMWaters.com
  2. 2. Leverage SEM For: @EvanMWaters #SavageMKTG BRAND EvanMWaters.com
  3. 3. A $75B market cap. company $12.2B revenue $1.2B earnings 130 countries 1.5B audience reach 27,000 people *Year ending 31 March 2016
  4. 4. @EvanMWaters #SavageMKTGEvanMWaters.com
  5. 5. Some companies want great apps, all companies need great mobile web @EvanMWaters #SavageMKTGEvanMWaters.com
  6. 6. Source: YourStory 44% 13% 13% 9% 9% 6% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Android OS Whatsapp Apps Music Videos Images Other ShareofDeviceStorage Typical Use of Storage on Indian Mobile @EvanMWaters #SavageMKTGEvanMWaters.com
  7. 7. Note: Monthly frequency = 30 / Days to open, Days to open = Leaders install base / Leaders daily active users. Source: SimilarWeb, Euromonitor Medium frequency use with medium installed base Indian Apps: Frequency vs. Install Base Low frequency of use with small installed base High frequency use with small installed base High frequency use with high installed base @EvanMWaters #SavageMKTGEvanMWaters.com
  8. 8. “It’s nice that I could do the entire thing on the mobile version of the site which is something that a lot of sites don’t have.” “It’s not very convenient to have an app for every website on the phone…so this saved me a lot of space.” “Thankfully I did not have to download an app.” @EvanMWaters #SavageMKTGEvanMWaters.com
  9. 9. @EvanMWaters #SavageMKTGEvanMWaters.com
  10. 10. @EvanMWaters #SavageMKTGEvanMWaters.com
  11. 11. UX PRODUCT GOOGLE REP MANAGEMENT SEO ANALYTICS SOCIAL PARTNERSHIPS MARKETING @EvanMWaters #SavageMKTGEvanMWaters.com
  12. 12. @EvanMWaters #SavageMKTGEvanMWaters.com
  13. 13. Leverage SEM For: @EvanMWaters #SavageMKTG BRAND EvanMWaters.com
  14. 14. Building a Brand is a Headache @EvanMWaters #SavageMKTGEvanMWaters.com
  15. 15. @EvanMWaters #SavageMKTGEvanMWaters.com
  16. 16. Search is Positioned to Notice Trends Quickly @EvanMWaters #SavageMKTGEvanMWaters.com
  17. 17. @EvanMWaters #SavageMKTGEvanMWaters.com
  18. 18. @EvanMWaters #SavageMKTGEvanMWaters.com
  19. 19. @EvanMWaters #SavageMKTGEvanMWaters.com
  20. 20. @EvanMWaters #SavageMKTGEvanMWaters.com
  21. 21. Leverage SEM For: @EvanMWaters #SavageMKTG BRAND EvanMWaters.com
  22. 22. SEO Title Testing is a Headache @EvanMWaters #SavageMKTGEvanMWaters.com
  23. 23. @EvanMWaters #SavageMKTGEvanMWaters.com
  24. 24. DSA SEO Title Testing Set Up @EvanMWaters #SavageMKTG 1 2 3 4 5 Maintain segmented DSA campaigns Select similar performing categories Change title in test group Segment DSA search term report by day Analyze effects EvanMWaters.com
  25. 25. Product Category Product Category + # Results Click-Through-Rate 35% Source: Naspers @EvanMWaters #SavageMKTGEvanMWaters.com
  26. 26. Testing New Affiliates is a Headache @EvanMWaters #SavageMKTGEvanMWaters.com
  27. 27. Discover Placements and Pricing with GDN 32% Google’s Share of AdSense Revenue @EvanMWaters #SavageMKTG Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site Example Site EvanMWaters.com
  28. 28. Leverage SEM For: @EvanMWaters #SavageMKTG BRAND EvanMWaters.com
  29. 29. Landing Page Optimization is a Headache @EvanMWaters #SavageMKTGEvanMWaters.com
  30. 30. @EvanMWaters #SavageMKTGEvanMWaters.com
  31. 31. • Amenities • Square footage • Lot size • Year built • Neighborhood crime • Local schools • Nearby businesses • Commute time • Natural disaster likelihood • Price history • Tax assessment @EvanMWaters #SavageMKTGEvanMWaters.com
  32. 32. @EvanMWaters #SavageMKTG BIG PHOTOS BIG CONVERSION RATE EvanMWaters.com
  33. 33. Leverage SEM For: @EvanMWaters #SavageMKTG BRAND • Power global PR program • Test SEO titles with DSA • Find affiliates with GDN • Let copy influence product EvanMWaters.com
  34. 34. QUESTIONS? @EvanMWaters #SavageMKTG @EvanMWaters evan.waters@naspers.com linkedin.com/in/evan-waters EvanMWaters.com

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