Search Marketing


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  • According to Technorati (blog-monitoring company), a new blog is being created every second. Blogs are personal websites that are highly dependent on linking for their traffic. Because their currency is opinion, bloggers tend to be more outspoken that other web users. Blogging is already catching up with mainstream media in terms of becoming news sources in their own rights. There are also blogs out there by disgruntled customers that are dedicated to brand-bashing and these sites can often appear higher in search listings than the official sites of these brands.
  • Assuming total online revenues of £2195m, with a 40% share for search totalling £878m. Radio is predicted to reach £671m.
  • Search Marketing turns the concept of demographics on its head: “ you can segment your markets and target your marketing based on what people want rather than who they are ” (Weboptimiser)
  • Talk to people in their own language. “ By telling you what people are looking for in their own words, in their own time and at their own PC, keyword research helps to turn communication paradigms upside down. Like having access to the largest, most honest and unself-conscious focus group in the world, keyword research gives you priceless insight into your target market”. You can formulate your PR strategy on what people wan to know Do keyword research once a month.
  • Other forms of Paid Search include: Paid inclusion: listings are still subject to search engine’s algorithms but pay be to be included in exchange for more frequent updates and/or flexible listing descriptions. Trusted feed: web pages are submitted directly into the search engine’s index every 24hrs. A fixed cost-per-click is agreed in advance. Often used and limited to large sites with constantly updated content or a large database eg: travel sites, eBay..etc
  • Taking the number one spot might not necessarily be the best strategy for the SME with limited resources. Some can get swamped by being in this position and cannot deliver on their promise.
  • In order to make full advantage of the traffic you are directing to your website from your search campaign, make sure you are considering the quality and relevancy of your landing pages, the power of the calls to action and the number of steps a user has to take before completing a purchase. Some companies consider creating a dedicated microsite for each campaign in order to make sure the content is as relevant as possible to the search ad. This also helps with tracking conversions.
  • Even the smallest of businesses can benefit from search. Search listings can be bought by credit card and can be capped at a low fixed price per click allowing the business to keep costs under control. By selecting very precise keywords and phrases relevant to the business, bid prices tend to be less expensive that those that are more general and vague.
  • There are disadvantages: results can be slow, up-to-date knowledge and skills essential and there is no guarantee of position
  • type in the service they require and postcode, geo-targeted by IP address,
  • Search Marketing

    1. 1. Your guide to Search Marketing IAB Search Council
    2. 2. Introducing the online consumer Back to index
    3. 3. We are confident users of the internet <ul><li>£25.5 billion is spent annually online </li></ul><ul><li>(IMRG, Jan 2005) </li></ul>25.7 million people are online – over 50% with Broadband (Nielson NetRatings, Jan 2005) 86% of users have been online for over 4 years (NetObserver, Nov 2004) It is estimated that people in the UK are signing up to broadband at a rate of 1 every 10 seconds (BT, Dec 2004)
    4. 4. The internet is a part of our daily lives <ul><li>They’re using the internet to find information, to share ideas, to get advice, make new friends and contacts and research their purchases before they buy. </li></ul>(Search is Brand, Market Senital/Weboptimiser, July 2005) The majority of the UK population (62%) uses the internet- but not just to buy things.
    5. 5. <ul><li>“ 87% of internet users use search engines as their primary means of finding sites .” </li></ul><ul><li>(Search is Brand, Market Senital/Weboptimiser, July 2005) </li></ul>We use Search as a gateway to the web
    6. 6. We VALUE search as a tool 44 53 60 60 61 67 68 73 73 90 90 73 73 68 67 61 60 60 53 44 (Henley Centre/AOL 2004)
    7. 7. The web is a democracy- what is being said about your brand? In a recent survey of ACNielsen’s top 50 UK grocery brands, it was found that 40% of them had critical or negative commentary in the top 10 Google results. (Search is Brand, Market Senital/Weboptimiser, July 2005) If you can’t be found under the search terms that people are using to find you … then someone else, perhaps a competitor or disgruntled customer will take the visibility – and the resulting mindshare. Coca-Cola 3,4,7,8 Walker’s Crisps 2 Warburton’s Bakery 9 Cadbury’s Dairy Milk 10 Kingsmill 1,2 Bernard Matthews 5,9 KitKat 10 McCain 3 Flora 6 Fanta 3,6 Heinz Baked Beans 9 Google ranking of Negative site Source: ACNielsen, 6 th June 2005
    8. 8. The consumer is in control… The Economist, 8th April 2005
    9. 9. The story of Search so far…. Back to index
    10. 10. The growth of search £m Source: PricewaterhouseCoopers / Internet Advertising Bureau
    11. 11. Search and the media mix % share of revenues for Jan to June 2005 Source: PricewaterhouseCoopers / WARC Recruitment Classifieds / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Half year total - £490.8 Million
    12. 12. Huge Growth in Search Engine Marketing UK search marketing to experience strong growth in coming years Search marketing will experience strong near-term growth (Forrester Research, March 2005) Note: Forecast of UK commercial search market, including paid listings, contextual search, site optimisation and paid inclusion.
    13. 13. Search is expected to overtake radio before the end of 2007
    14. 14. Google is now the biggest media company on the planet
    15. 15. How Search Marketing works… Back to index
    16. 16. Paid for Search and Natural Search Sites appear in Natural listings because the site has been indexed by the search engine as being of relevance to the search term. Search Engine Optimisation is the process whereby a site can be optimised to be ‘search engine friendly’ in order to improve its natural position Sites appear in the sponsored links because they have paid search engines to appear here ‘ Pay per Click’ (PPC) is the buying model for this whereby the advertiser bids on certain keywords and pays for each click on their link
    17. 17. Keywords and Search Behaviour Back to index
    18. 18. Keyword research <ul><li>Use online tools to research what people are searching for and how </li></ul>Use keyword insight as foundation for your marketing strategy Continually review and monitor search behaviour Brainstorm words relevant to your business: think like the consumer Overture and Google keyword suggestion tools
    19. 19. Keyword insight: understanding your online audience 1) Measure level of awareness and demand for a particular product, service or concept <ul><ul><li>2) not only find out what people are looking for but how they are asking for it </li></ul></ul><ul><ul><li>3) consider what news and information as well as products and services people may be looking for </li></ul></ul>All results taken from Overture keyword assistant and all searches made in December 2005 You can use an online keyword assistant to: Home job loan 9031 Mortgage home loan   11540 Home improvement loan 13481 Home owner loan 29657 Home equity loan 38368 Home loan 893129  credit rating uk 734 check my credit rating   782 loan for bad credit rating 927 credit rating report 1089 bad credit rating 1137 Credit Rating 12703   Home job loan 9031 Mortgage home loan   11540 Home improvement loan 13481 Home owner loan 29657 Home equity loan 38368 Home loan 893129 
    20. 20. How people search: your customer and their purchasing cycle Overture search results for March 2005 Bidding to position 1 (18 th April 2005) laptop 451,519 sony vaio 13,924 sony vaio z1 97 cheap sony vaio laptop 103 computer 444,202 £0.60 £0.57 £0.51 £0.19 £0.13
    21. 21. Think about your brand integrity <ul><li>A fifth of web searches are for specific brand names and the user expects the relevant site to appear high in the search results . (Doubleclick) </li></ul>Remember that search can make it a level playing field- think about protecting your brand integrity
    22. 22. Paid for Search Back to index
    23. 23. There are 6 key provides of Paid for Search Your position in the list mostly depends on how much you are prepared to pay or ‘bid’ for a keyword (Google have a slightly different system) You only pay your keyword bid price when someone clicks upon your link 12p a click for no.1 position All providers offer the facility to bid on keywords relevant to your business so a link to your site and short description written by you appears in the sponsored search list when that word or phrase is part of a web search
    24. 24. Managing a Pay per Click (PPC) campaign Bid prices and conversions (click-throughs) need to be regularly tracked. Most providers offer a free ‘bid management’ tool which can be used to monitor this. The tool can be used to optimise a campaign by showing which keywords are performing the best. Each Paid for Search provider has a slightly different system and you need to be able to understand the listing strategies of each or hire an agency that can handle the whole process for you. How much you bid for a keyword should depend on what you can afford to pay for a ‘targeted lead’ (your ‘cost per acquisition’ or CPA) Working out your Cost Per Acquisition (CPA): ‘ Holiday cottage in Cornwall’: estimated searches at position 1 are 3,032 Current bid price: £1.54 per click Click-through rate: 3.73% Result: around 113 targeted leads for around £174 approx. £1.53 cost per lead (Overture, April 2005)
    25. 25. The ongoing process of a PPC campaign (adapted from an Overture chart) Writing compelling copy for the link headline and description Drives Quality of Leads Keyword research, monitoring of search behaviour and bid management Drives Quantities of Leads Making sure the website landing page is targeted Drives Conversion
    26. 26. Paid for Search is a formidable Direct Response tool <ul><li>It is cost effective </li></ul><ul><li>The advertiser only pays when a customer clicks on their link </li></ul>It is targeted The advertiser is reaching the consumer at the point of active interest It is measurable, flexible and fast A campaign can achieve results quickly and it can be managed and optimised in real time The beauty of Paid for Search is your customers find you and you only pay when they turn up!
    27. 27. Search Engine Optimisation Back to index
    28. 28. How it works <ul><li>Search Engine Optimisation is the process of making a website ‘readable’ to search engines or ‘spiderable’ (so called because of the automated ‘spider’ technology used by most search engines to index a site) in order to improve its natural search ranking </li></ul>Search engine spiders look for Search term keywords in the text and in the meta-tags A depth of relevant content Internal and external links and their popularity Alternative text on images NB : Certain website elements cannot be ‘read’ by search engines such as: Flash, content management systems, frames, redirects. An agency can help you get round these barriers. Html code
    29. 29. <ul><li>functionality: the site becomes fast-loading, intuitive, interactive and easy to use </li></ul><ul><li>user loyalty: the content is welcoming and has been tailored to be relevant to the search term which encourages return visits </li></ul><ul><li>site profitability: the products on offer are relevant to what the customer was searching for and transactions are fast and easy to complete. </li></ul>Success! Number 1 result in the natural search listings SEO not only improves visibility but working with an agency can also help improve the general performance of the site in terms of:
    30. 30. Managing a SEO campaign SEO is an ongoing concern as search engines change their criteria on a regular basis. An agency can handle this process on your behalf and offer advanced knowledge and skill beyond simple optimisation. There are web analytic tools that allow you to measure the success of your site improvements and compare your traffic from natural search and your paid listings. <ul><li>Some of the other things you can measure: </li></ul><ul><li>Traffic from different sources </li></ul><ul><li>Pages visited </li></ul><ul><li>Most requested pages </li></ul><ul><li>Average time spent on page </li></ul><ul><li>Customer paths through the site </li></ul><ul><li>Sales funnels </li></ul>(HBX Web analytics tool from Web Side Story)
    31. 31. SEO secures your site visibility <ul><li>It produces real results </li></ul><ul><li>SEO can raise site traffic dramatically </li></ul>It is cost-effective Unlike Paid For Search, your traffic is ‘free’- the only cost is ongoing agency fees It can help build your brand Your customer will expect to find you when they search for your product/service and high visibility and a well optimised site improves user experience Search is not just about selling- it is about securing online mindshare and SEO is a vital element of making sure your voice is heard
    32. 32. <ul><li>Planning a Search campaign </li></ul>Back to index
    33. 33. SEO and Paid for Search <ul><li>SEO and Paid for Search work best if they are done together. </li></ul><ul><li>Listings in both the natural and paid listings increases propensity to click </li></ul>If Paid for Search is your advertising, then SEO is your online PR: they go hand in hand <ul><li>Paid for Search is an excellent short term strategy whilst SEO is a more long term, ongoing concern. </li></ul><ul><ul><li>For example, Paid for Search can be used to promote a special offer or certain products whereas dedicated SEO programme ensures continuation of site visibility and making sure your customers can always find you </li></ul></ul>
    34. 34. How your agency will work with you <ul><li>Talk to you about your objectives </li></ul><ul><ul><li>Do you want to drive more traffic to your site? </li></ul></ul><ul><ul><li>Are you launching a new product and want to drive sales? </li></ul></ul><ul><ul><li>Do you want to reduce your cost per acquisition? </li></ul></ul><ul><li>Do an audit of your competition </li></ul><ul><li>Do an audit of your current situation- how optimised is your site? </li></ul><ul><li>Advise about timescale and find out whether you would rather pay (Paid for Search) or wait (Search Engine Optimisation) or preferably do a combination of the two? </li></ul><ul><li>Test and learn </li></ul><ul><li>Offer consultation and training or go on to manage the whole service for you </li></ul>
    35. 35. The future of Search… Back to index
    36. 36. New search products <ul><li>Mobiles: Search engines are now available on mobile phones with search results designed specifically to fit smaller mobile screens. </li></ul><ul><li>Local search: users can now search in their locality for specific services (eg: plumber) or entertainment (eg: nearest Pizza Express). These search results can be made available on mobiles and can be integrated with online maps. </li></ul><ul><li>Vertical search: there are a number of new specialist search engines emerging dedicated to one sector eg: Megasoccer search </li></ul><ul><li>Personalisation: personalised search history as a loyalty tool, integration with desktop search and other volunteered data capture from msn and email..etc, opportunity to share search results with friends and family </li></ul><ul><li>Advanced bid management software: search providers are developing their products to allow increased flexibility for marketers eg: now they can day-part campaigns, monitor more closely the CPA…etc </li></ul><ul><li>Multimedia search : in 2006 we will see the launch of Google video search </li></ul>
    37. 37. With thanks to:
    38. 38. What about sending this to a friend or explore 1000’s of presentations /