Eye For Pharma Conference Final


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Search Marketing Workshop at Eye for Pharma Conference in Boston

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Eye For Pharma Conference Final

  1. 1. Search Marketing Workshop October 21, 2008
  2. 2. Agenda <ul><li>Search Overview </li></ul><ul><li>Organic Search </li></ul><ul><li>Break </li></ul><ul><li>Paid Search </li></ul><ul><li>Planning for Search </li></ul>
  3. 3. Search Defined <ul><li>SEM - Search Engine Marketing </li></ul><ul><li>The practice of using all forms of search as a marketing channel </li></ul><ul><li>This includes Paid Search, Organic, Video Search, PR, Social, etc. </li></ul><ul><li>SEO - Search Engine Optimization </li></ul><ul><li>Optimizing your site to be crawled and ranked by search engine spiders </li></ul><ul><li>Requires both marketing and technology </li></ul><ul><li>Paid Search </li></ul><ul><li>Paying for clicks based on a users’ questions </li></ul><ul><li>Requires both marketing and technology </li></ul>
  4. 4. How People Search - ?? <ul><li>Broad – Looking for general information </li></ul><ul><li>Research – More descriptive and can decipher the searchers intent </li></ul><ul><li>Transactional – Purchased based searches </li></ul><ul><li>Navigational – Uses search as way to skip the site navigation </li></ul>
  5. 5. What is your Homepage?
  6. 6. What is your Homepage?
  7. 7. Search Changed
  8. 8. Search Changed
  9. 9. And Fragmented
  10. 10. And People Looked to Others
  11. 11. And So You Have To Transform
  13. 13. SEO Myths & Facts <ul><li>Myth </li></ul><ul><li>I’m going to have to redesign my whole site </li></ul><ul><li>I have a great brand so people will always find me </li></ul><ul><li>I’m doing Paid Search covered </li></ul><ul><li>I can’t be creative </li></ul><ul><li>It takes too long to see results </li></ul><ul><li>Fact </li></ul><ul><li>Aspects of your site may change, but not the entire look and feel </li></ul><ul><li>This is not true for many “tail brand” searches </li></ul><ul><li>Organic gets 65% of search clicks </li></ul><ul><li>Creativity can be incorporated </li></ul><ul><li>Your site is long term </li></ul>
  14. 14. Expectation Setting for SEO <ul><li>Expectations </li></ul><ul><ul><li>What do you want to rank for? </li></ul></ul><ul><ul><li>Are you a subject matter expert? </li></ul></ul><ul><li>Analytics and reporting </li></ul><ul><ul><li>How do you track traffic? </li></ul></ul><ul><li>Implementation… </li></ul><ul><ul><li>66% encounter implementation problems </li></ul></ul><ul><ul><li>48% underestimated the demands of SEO </li></ul></ul>
  15. 15. What Do Spiders Look For? <ul><li>Keywords and Content </li></ul><ul><ul><li>What is the subject matter expertise of your site? </li></ul></ul><ul><ul><li>What Keywords and content are you using? </li></ul></ul><ul><li>Site Design and Architecture </li></ul><ul><ul><li>Is the page design search engine friendly? </li></ul></ul><ul><ul><li>Are there coding elements that impeded a search engine spider from crawling your site? </li></ul></ul><ul><li>Link Popularity </li></ul><ul><ul><li>What quality sites link to your site? </li></ul></ul><ul><ul><li>What keywords are they using when they link to you? </li></ul></ul><ul><li>Social Media and Universal Assets </li></ul><ul><ul><li>What other assets are optimized? </li></ul></ul><ul><ul><li>Are you optimized for videos, news, blogs, etc. </li></ul></ul>
  16. 16. Selecting Keywords <ul><li>Order of words, synonyms, etc. make a difference in targeting </li></ul><ul><li>Balance search volume and competition </li></ul><ul><li>Does your site have content related to selected keywords? </li></ul>
  17. 17. Site Theme <ul><li>Your site has multiple themes </li></ul><ul><li>Keywords should be focused on those segments </li></ul>
  18. 18. SEO Content Writing <ul><li>Assign 2 – 3 keywords to a page </li></ul><ul><li>Use important keywords in the copy at the beginning, middle, and at the end to ensure the page is focused on a single theme </li></ul><ul><li>Use links within the content, if necessary, to related pages. This will allow the engines to determine relevancy of the target page </li></ul><ul><li>Are there any content gaps worth pursuing? </li></ul>
  19. 19. Content Sources <ul><li>Do not limit to the content on your site </li></ul>
  21. 21. SEO Best Practices vs. Marketing <ul><li>Best Practices </li></ul><ul><li>HTML website </li></ul><ul><li>Use of CSS </li></ul><ul><li>Text over images </li></ul><ul><li>Unique tags for each page </li></ul><ul><li>Marketing </li></ul><ul><li>Technical Analysis </li></ul><ul><ul><li>Domain & Sub-domain strategy </li></ul></ul><ul><li>Competitive Site Analysis </li></ul><ul><ul><li>Evaluate optimization of competitor site </li></ul></ul><ul><li>Keyword & Content Optimization </li></ul><ul><ul><li>How should the terms be integrated into the pages and content? </li></ul></ul><ul><li>Link Analysis & Development </li></ul><ul><ul><li>Inbound link strategy and development </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogs, Wikis, PR </li></ul></ul><ul><li>Continued SEO Recommendations </li></ul><ul><ul><li>Business analysis of traffic and site data </li></ul></ul><ul><ul><li>Recommendations to further optimize campaign </li></ul></ul>
  22. 22. Site Coding & Architecture <ul><li>Most common challenges </li></ul><ul><ul><li>Pages only accessible from forms or drop-down boxes </li></ul></ul><ul><ul><li>www.website.com vs. site.com </li></ul></ul><ul><ul><li>Heavy use of images </li></ul></ul><ul><ul><li>Sub Directories vs. Sub Domains </li></ul></ul><ul><ul><li>URL Formatting </li></ul></ul><ul><ul><li>Site redirects </li></ul></ul><ul><ul><li>Flash / rich media </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><ul><li>Poor Link Popularity </li></ul></ul>
  23. 23. Page Layout Page Title Page Header Content Title and Description tag Paragraph Header
  24. 24. Page Tags <ul><li>Title Tags </li></ul><ul><ul><li>Headline of your pages </li></ul></ul><ul><ul><li>Unique titles for each page and use targeted keyword terms </li></ul></ul><ul><ul><li>Link in results page </li></ul></ul><ul><li>Description Tags </li></ul><ul><ul><li>Description of your page </li></ul></ul><ul><ul><li>Unique summary of page </li></ul></ul><ul><ul><li>Body copy in results page </li></ul></ul>
  25. 25. Site Design – What You See
  26. 26. Site Design – What a Spider Sees
  27. 27. (Re)Design Considerations <ul><li>SEO Intersects at multiple points in web development and marketing </li></ul>
  29. 29. <ul><li>High quality sites linking to your site has a positive impact on your ranking </li></ul><ul><li>External links allow an alternate path for spiders </li></ul><ul><li>It is important to use a target keyword in the hyperlink </li></ul>Link Popularity “ Symptoms of Diabetes” High Ranking Diabetes Sites “ Symptoms of Diabetes” “ Symptoms of Diabetes” Site B Site C Site A
  30. 30. Evaluating Link Partners <ul><li>Formational Links </li></ul><ul><li>Initial set of links that should be pursued for any site </li></ul><ul><li>Authoritative Links </li></ul><ul><li>High value inbound links from trusted online sources </li></ul><ul><li>Naturally Generated Links </li></ul><ul><li>Any links secured without direct pursuit - news, wikipedia, etc </li></ul><ul><li>Community Links </li></ul><ul><li>Web 2.0 – blogs, reviews, social and user generated media </li></ul>
  31. 31. Evaluating Link Partners <ul><li>How is link value determined? </li></ul><ul><ul><li>Relevancy of content compared to yours </li></ul></ul><ul><ul><li>Domain extension (.gov, edu, etc.) </li></ul></ul><ul><ul><li>Link popularity of that page </li></ul></ul><ul><ul><li>Domain age </li></ul></ul><ul><li>Where can you find easy links? </li></ul><ul><ul><li>Professional associations </li></ul></ul><ul><ul><li>Educational partnerships </li></ul></ul><ul><ul><li>Community involvement and sponsorships </li></ul></ul><ul><ul><li>Other company sites </li></ul></ul>
  33. 33. How Social Media and Search Collide <ul><li>Social sites appear in search engines </li></ul><ul><li>Increase share of page </li></ul><ul><li>Provide spiders with more access points </li></ul><ul><li>Improve link popularity </li></ul><ul><li>Drive organic search traffic </li></ul><ul><li>Control the experience </li></ul>
  34. 34. Social Search Optimization <ul><li>SSO is the process of leveraging Social Influence Marketing to gain more search results. SSO requires you to optimize all of your assets – which include assets on your brand website as well as offsite assets. </li></ul><ul><ul><li>Social media profiles </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Videos and images </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Press releases or news feeds </li></ul></ul>
  35. 35. Sample Ideas <ul><li>Media Sharing </li></ul><ul><li>Social Networks </li></ul><ul><li>Blogs </li></ul>
  36. 36. BREAK
  37. 37. PAID SEARCH
  38. 38. Level Setting All get the same results
  39. 39. Factors That Effect Search Position <ul><li>Engines use a secret quality score to determine rankings </li></ul><ul><ul><li>Bid price </li></ul></ul><ul><ul><li>Click through rate </li></ul></ul><ul><ul><li>Ad copy </li></ul></ul><ul><ul><li>Landing page quality </li></ul></ul><ul><ul><li>Relevance to query </li></ul></ul>
  40. 40. 5 Levers of Paid Search Keyword Expansion <ul><li>Targeted to what people search for and not marketing language </li></ul><ul><li>Fully-expanded keywords are essential </li></ul><ul><li>Variations of brand names and misspellings </li></ul>Bid Management <ul><li>Test different bid positions for best conversion rates </li></ul><ul><li>Identify bid strategy </li></ul><ul><li>Overlay geographical and Hispanic targeting </li></ul>Landing Pages <ul><li>Drive traffic to the most relevant pages </li></ul><ul><li>Test multiple landing pages </li></ul>Copy Optimization <ul><li>Use industry best practices </li></ul><ul><li>Test qualifying offers within copy to filter out non-converting clicks </li></ul><ul><li>Use promotional language when applicable </li></ul><ul><li>Ensure that keyword is mentioned in copy </li></ul>Sub- Campaign Development <ul><li>Budget management </li></ul><ul><li>Potential growth opportunity identification </li></ul><ul><li>Isolation measurement </li></ul><ul><li>Keyword group strategy </li></ul>
  41. 41. 5 Levers of Paid Search <ul><li>Paid Search allows for targeting and testing numerous keywords </li></ul>Rheumatoid Arthritis 320,000 Searches 390,000 Searches rheumatiod arthritis rheumatoid rheumatism
  42. 42. Keyword Expansion <ul><li>Don’t limit your target list – Test and Refine </li></ul>Information on Info on Information of Info of Information about Info about About Articles Article Fact Facts Study Studies Faq about Rheumatoid arthritis Rheumatiod arthritis Rheumatism Rheumatoid Rheumatiod Reumatoid arthritis Reumatiod arthritis Ra
  43. 43. Broad / Phrase / Exact Match <ul><li>Broad: If your terms appear anywhere in the query </li></ul><ul><li>Phrase: If your terms appear in order in the query </li></ul><ul><li>Exact: If ONLY your terms appear in the query </li></ul>“ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis” “ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis” “ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis”
  44. 44. Keyword Expansion <ul><li>Include misspellings, variations and phrases </li></ul><ul><li>It doesn’t cost money to include a term, only when it is clicked on </li></ul><ul><li>Test running terms on each match type to analyze performance and traffic </li></ul><ul><li>Search is scalable and nimble – you can turn search on a dime </li></ul>
  45. 45. Sub-Campaign Development <ul><li>An organized campaign allows for: </li></ul><ul><ul><li>Budget management </li></ul></ul><ul><ul><li>Potential growth opportunity identification </li></ul></ul><ul><ul><li>Campaign change isolation and impact measurement </li></ul></ul><ul><ul><li>Turnkey management </li></ul></ul>Campaign AdGroup Keyword Theme at which budget allocations can be made Level at which similar themed keywords are grouped and copy applied Represents the search query
  46. 46. Budget Management <ul><li>All keywords are pulled from the same budget </li></ul><ul><li>Budget is slowed down regardless of the type of keyword </li></ul><ul><li>Branded terms would be compromised by higher volume terms </li></ul>BRAND Campaign Total Budget: $2,000/day Branded RA PSA JRA AS DocLocator Spanish Caregiver Total POTENTIAL Budget: $3,550/day
  47. 47. <ul><li>Allow for prioritization </li></ul>Budget Management BRAND Campaign Total Budget: $2,000/day Branded AS RA PSA JRA DocLocator Spanish Caregiver $100/day $100/day $150/day $500/day $1,000/day $25/day $200/day $25/day
  48. 48. <ul><li>Change and campaign isolation </li></ul>Growth Identification BRAND Campaign Total Budget: $3,560/day Branded AS RA PSA JRA DocLocator Spanish Caregiver $100/day $100/day $150/day $500/day $1,000/day $25/day $200/day $25/day Campaigns that hit daily caps mean there is more opportunity available
  49. 49. Sub-Campaign Development <ul><li>Organize your campaign based on priorities </li></ul><ul><li>Define proper budget allocations to maximize overall performance </li></ul><ul><li>Identify potential growth opportunities to better understand searcher behaviors </li></ul>
  50. 50. Copy Optimization <ul><li>Create relevancy by adjusting the headline and copy to speak to searcher </li></ul><ul><li>Copy too general for all terms; user would respond more favorably to more relevant copy </li></ul>rheumatoid arthritis ra symptoms Brand
  51. 51. Copy Optimization <ul><li>Create relevancy by developing copy that speaks to each group of terms </li></ul>rheumatoid arthritis ra symptoms BRAND
  52. 52. Copy Optimization <ul><li>Use “Official Site” on brand terms where applicable </li></ul><ul><li>Be cautious with marketing speak </li></ul><ul><li>Keep the copy in line with keywords while still creating relevancy with the user </li></ul><ul><li>Avoid “click here“ callouts </li></ul><ul><li>Test multiple pieces of copy </li></ul>
  53. 53. Copy Optimization <ul><li>Use “Official Site” on brand terms where applicable </li></ul><ul><li>Be cautious with marketing speak </li></ul><ul><li>Keep the copy in line with keywords while still creating relevancy with the user </li></ul><ul><li>Avoid “click here“ callouts </li></ul><ul><li>Test multiple pieces of copy </li></ul>
  54. 54. Landing Pages
  55. 55. Landing Pages Fulfill promise made to the user within the landing page Strong product callouts Easy navigation for users to get around the site
  56. 56. Landing Page Testing <ul><li>Testing landing pages can be done quickly and allow you to understand what page elements are needed </li></ul>
  57. 57. Landing Pages <ul><li>Manage consumers’ expectations before they are sent to landing page to increases user interaction </li></ul><ul><li>Send users to the most relevant landing page to avoid confusion and back-clicks which result in wasting money </li></ul><ul><li>Don’t just dump on the homepage for them to navigate </li></ul><ul><li>Investigate testing various landing pages to compare user behaviors </li></ul>
  58. 58. Bid Management <ul><li>Search is a moving target </li></ul><ul><li>Performance based bid-models have decreased the importance of constant bid management and increased the importance of relevancy </li></ul><ul><li>Copy, keywords, & landing pages play a much larger role </li></ul><ul><li>A user cannot be forced to click regardless of the bid cost </li></ul>
  59. 59. Bid Management <ul><li>Based on the model below, Client is able to maintain a #1 position because of it’s high performance on Click Through Rate and History </li></ul><ul><li>When a position is lost, don’t simply adjust the bid price, but instead look at several factors to determine </li></ul>X X = = = = X X Advertiser Max CPC CTR Quality Score Rank A $3.00 3% 9 1 B $4.00 1% 4 4 C $0.50 9% 4.5 3 D $1.50 5% 7.5 2
  61. 61. What’s next? Bid Management Keyword Development Copy Testing Landing Pages Quality Score Management Cross-Media Attribution Modeling Branding implications of search Search Marketing International search marketing Paid + Natural Integration Search-focused content strategies and asset management Feed management and content distribution Search and impact on offline sales Search and media mix planning Holistic Search Marketing Site Content Coding Link building Mobile search Social search
  62. 62. How Search & Display Differ <ul><li>The creative elicits an emotion and is typically identical across sites and/or personas </li></ul><ul><li>This ad is placed in relevant content, but may not be relevant </li></ul><ul><li>Consumer is required to leave page of content that interested them </li></ul><ul><li>Can’t always target mothers who need sleep help </li></ul>
  63. 63. How Search & Display Differ <ul><li>Actively seeking the answer to a specific question </li></ul><ul><li>“ Creative” answers a question and is unique to specific keyword categories </li></ul><ul><li>Ability to target a specific message that meets the needs of that individual </li></ul>
  64. 64. Evaluating Search Spend Based on Competition <ul><li>Search is your commercial, but tailored to an individuals specific question </li></ul><ul><li>Every search query is a consumer asking a question </li></ul><ul><li>You need to respond to these questions – regardless of your competition </li></ul><ul><ul><li>Your competitors are irrelevant </li></ul></ul><ul><ul><li>Query volume is relevant </li></ul></ul><ul><ul><li>Unlike traditional media, pricing is blind so you are unable to determine how much a competitor is spending </li></ul></ul>
  65. 65. Evaluating Search Spend Based on Competition <ul><li>Keyword “Facial Cleanser” </li></ul><ul><ul><li>Keyword receives 20,000 searches per month at CPC range of $1.70 - $2.38 </li></ul></ul><ul><ul><li>Coverage is the % of time an advertiser appears against a specific phrase </li></ul></ul><ul><li>Neutrogena competitors are Olay, Clinique, Dove, and Ponds </li></ul><ul><ul><li>None of which are bidding on this term </li></ul></ul><ul><ul><li>Using “traditional” model, J&J may not fund this properly and miss the opportunity of 2.4 million annual searches for one word </li></ul></ul>Source: AdGooRoo
  66. 66. Success Metrics <ul><ul><li>Driving Traffic </li></ul></ul><ul><ul><ul><li>Most cost efficient way to drive users to a site </li></ul></ul></ul><ul><ul><ul><li>Weight key pages heavier </li></ul></ul></ul><ul><ul><li>Promote brand/product launch </li></ul></ul><ul><ul><ul><li>Users often search after seeing offline ads/news stories </li></ul></ul></ul><ul><ul><li>Drive leads/ coupon / downloads Based on campaign goals we can optimize towards higher performing terms </li></ul></ul>
  67. 67. Success Metrics <ul><ul><li>Success is what works for you, not what works for other advertisers </li></ul></ul><ul><ul><li>Establishing a metric helps you make decisions </li></ul></ul>
  68. 68. Why Search is Critical “ Do I really need my stomach stapled?” “ I hate migraines” “ I need a good sugar free recipe” “ I hate when my skin breaks out” “ What is the right dose?”
  69. 69. Thank You <ul><li>[email_address] </li></ul><ul><li>Search Marketing Trends (http://www.searchmarketingtrends.com) </li></ul><ul><li>Twitter.com/searchtrends </li></ul>