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Getting the Most Hits: Search Engine Marketing Best Practices


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Getting the Most Hits: Search Engine Marketing Best Practices

  1. 1. Getting the Most Hits: Search Engine Marketing Best Practices Julie Gibbs, Adam Lewis, Google Kraig Swensrud, David Bergstrom, Yamaha Corporation of America Track: Marketing
  2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at /investor . </li></ul><ul><li>Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all.  Customers who purchase our services should make purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
  3. 3. Agenda <ul><li>Welcome </li></ul><ul><li>Introductions </li></ul><ul><li>Search Marketing 101 </li></ul><ul><li>Google Best Practices </li></ul><ul><li>Salesforce for Google AdWords </li></ul><ul><li>Yamaha Corporation of America: Getting Started </li></ul><ul><li>Q&A </li></ul>
  4. 4. Adam Lewis Account Strategist Google [email_address]
  5. 6. Search: Fueling the Growth of Online Ads Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2005); ComScore (December 2005 ) % Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other 40% 20% 18% 5% 8% 3% 0% 20% 40% 60% 80% 100% Type of Online Media Referrals/Lead Generation 6% <ul><li>Search sites have 85% reach </li></ul><ul><li>37 searches per user per month </li></ul>In the U.S. Alone:
  6. 7. Target Customers When They Search high speed internet Paid Search Advertising Your message reaches customers at the moment they demonstrate interest in what you sell Organic Search Results Results generated algorithmically – unpaid SEO SEM
  7. 8. Campaign Strategy Objectives Metrics <ul><li>Site visitors </li></ul><ul><li>Time spent on site </li></ul><ul><li>Pages viewed </li></ul>Build Awareness <ul><li>Sales inquiries </li></ul><ul><li>Data sheet downloads </li></ul><ul><li>Product demos </li></ul>Generate Leads
  8. 9. Map Keywords to the Buy Cycle piano player piano musical instruments grand piano disklavier yamaha disclavier piano DC3M4PRO yamaha dealer san francisco digital recording piano elton john piano compare piano prices electric piano reviews RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE
  9. 10. Make Your Ad Specific and Relevant <ul><ul><li>Clear benefit statement </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Headline matches keyword </li></ul></ul><ul><ul><li>Ad reflects landing page </li></ul></ul><ul><ul><li>Test 3-4 variations </li></ul></ul><ul><ul><li>5 Creative Best Practices </li></ul></ul>Online Advertising Get a Better ROI From Your Website. Start Gaining New Customers Today! Good Google interested in online advertising? we have what you need Bad Query = Online Advertising
  10. 11. Build the Bridge from Search to Sale Too much info for a landing page No obvious call to action, lead in or value proposition. No conversion activity Overwhelming options for the user.
  11. 12. Build the Bridge from Search to Sale Clear value proposition Concise product information Short, obvious conversion activity Product and customer images
  12. 13. Kraig Swensrud Salesforce for Google AdWords, inc. [email_address]
  13. 14. Google Owns 80% of Search Marketing ~80% ~15% >5% others… Source: estimates based on publicly available data
  14. 16. + CRM
  15. 17. + CRM
  16. 18. <ul><li>Who are my paid search leads? </li></ul><ul><li>What is my Google cost-per-lead? </li></ul><ul><li>What does my Google pipeline look like? </li></ul><ul><li>What are my top performing _____? </li></ul><ul><li>What are my top performing _____? </li></ul><ul><li>What are my top performing _____? </li></ul><ul><li>Which customers from Google, how many? </li></ul><ul><li>What is my Google return? </li></ul>The Gap Between Clicks and Customers
  17. 19. Buy Words Track to Close Place Your Ad Here Advertise with Google AdWords And Track Leads in Salesforce!
  18. 20. Demonstration
  19. 21. David Bergstrom Corporate Planning Manager Yamaha Corporation of America [email_address]
  20. 22. Yamaha Corporation of America EMPLOYEES: 450 GEOGRAPHY: North America PRODUCT(S) USED: SFA, Salesforce for Google AdWords, AppExchange API, Salesforce Service & Support, Vertical Response, ClickTools # USERS: 250 (Oct 15 th ) The North American operating unit of Yamaha Corporation is the leading supplier of musical instruments in the US. Products include pianos and electronic keyboards, woodwind and brass instruments, guitars and drums.
  21. 23. Getting Started <ul><li>Installed SFGA </li></ul><ul><li>Enabled Web-to-Lead </li></ul><ul><li>Set up Landing Page </li></ul><ul><li>Created first campaign </li></ul><ul><li>Chose set of keywords </li></ul><ul><li>Wrote 3 text ads </li></ul><ul><li>Set up lead assignment </li></ul>Week 1 Week 2 Week 3 Revised campaigns Added keywords Changed landing page Updated text ads UP and RUNNING OPTIMIZATION #1 Update landing page More optimization! OPTIMIZATION #2
  22. 26. Week 1 Optimization <ul><li>4 Days, 14 SEM Leads </li></ul><ul><li>Assess Lead quality </li></ul><ul><ul><li>Some testing </li></ul></ul><ul><ul><li>Some Mickey Mouse </li></ul></ul><ul><li>Optimization Techniques </li></ul><ul><ul><li>New campaigns </li></ul></ul><ul><ul><li>Revise ad text </li></ul></ul><ul><ul><li>New keywords, new bids </li></ul></ul><ul><ul><li>Misspelled words </li></ul></ul><ul><ul><li>Update landing page </li></ul></ul>
  23. 27. Week 1 Optimization – Ad Text & Keywords <ul><li>Text Ad </li></ul><ul><ul><li>Examined Clicks </li></ul></ul><ul><ul><li>Examined Lead Generation </li></ul></ul><ul><ul><li>Evaluated Lead Quality </li></ul></ul><ul><ul><li>Noticed the keyword piano in copy generated high CTR </li></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>AdWords keyword tool </li></ul></ul><ul><ul><li>Bought “cheap” misspellings </li></ul></ul><ul><ul><li>Separated specific keywords </li></ul></ul>
  24. 28. Week 1 Optimization – Landing Page
  25. 29. Moving Forward & Next Steps <ul><li>Create a more compelling reason to acquire contact info </li></ul><ul><ul><li>Elton John Red Piano Show </li></ul></ul><ul><li>Apply to other trademarked brand and product names </li></ul><ul><ul><li>Steinberg </li></ul></ul><ul><ul><li>Tyros </li></ul></ul><ul><ul><li>Clavinova </li></ul></ul><ul><li>Create a system that links dealer locator to lead forwarding </li></ul><ul><li>Create a program with dealers to measure ROI </li></ul><ul><li>Partner with retail channel partners on creating specific promotions </li></ul>
  26. 30. QUESTION & ANSWER SESSION Google Yamaha Adam Lewis Account Strategist David Bergstrom Corporate Planning Manager Interactive Marketing Julie Gibbs Kraig Swensrud Salesforce for Google AdWords
  27. 31. Appendix
  28. 32. Summary of Best Practices <ul><li>Optimize spend to focus on terms that bring in most leads and conversions </li></ul><ul><li>Refresh creative messaging regularly but maintain consistent brand platform </li></ul><ul><li>Track keywords to lead/opportunity </li></ul><ul><li>Testing 1-2-3-4 </li></ul><ul><ul><li>A/B test multiple landing page layouts </li></ul></ul><ul><ul><li>Build keyword-targeted landing pages based on A/B results </li></ul></ul>
  29. 33. ServePath uses Salesforce for Google Adwords to drive Marketing Visibility & ROI Sales Sales Service & Support Marketing Customer Delight Sales Service & Support GOT Campaigner Campaign Members Google AdWords
  30. 34. Salesforce for Google AdWords Delivers Seamless integration with Google AdWords Sales Sales Service & Support Marketing Customer Delight Sales Service & Support Demo Inventory Vacation Requests Call Scripting Google AdWords
  31. 35. SEO Summary of Best Practices <ul><li>On Page Methods : Page titles, descriptions, and metadata, headline copy, keyword density and position, internal links, etc. </li></ul><ul><li>Off-page methods require bulk of SEO spending and direct traffic to site but have indirect tie to leads. </li></ul><ul><ul><li>Important driver of organic search because search engine algorithms respond to number of in-bound links. </li></ul></ul>
  32. 36. Thank You!