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Advanced Search Marketing_Click Asia Summit 2011


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Advanced Search Marketing_Click Asia Summit 2011

  1. 1. Advanced Search Engine Marketing<br />Presented by <br />Jeff Adelson-Yan, Co-Founder & Managing Partner<br />
  2. 2. 3 exabytes (3.0x10ˆ19)<br />“Data is the most consumed product and it affects all others.”-J. Walker Smith<br />3 exabytes created <br />every 48 hours<br />= all info created through 2003<br />
  3. 3. In 1993 __________ pages existed on the worldwide web.1<br />50<br />387,000,000<br />Today, ____________ pages are being indexed on Google alone for the term “search marketing”.2<br />1United Nations Data, 1994<br />2Google, January 13, 2011<br />
  4. 4. There are 76.1 billion searches conducted each month.1<br />To whom did we pose questions BG?<br />1Google, 2010<br />
  5. 5. The need for search engines<br /><ul><li>Search engines try to deliver happiness
  6. 6. They want to process sites and rank sites using factors that they think human searchers would use
  7. 7. They are robots trying to mimic real humans</li></li></ul><li>Paid Placement Search<br /><ul><li>Customer Focused
  8. 8. Only form of advertising that fulfills demand as opposed to creating it
  9. 9. Provides information as the customer is seeking it
  10. 10. Campaign Structure
  11. 11. Increase campaign relevancy with tightly focused keywords and text ads
  12. 12. The Long-Tail
  13. 13. 25% of daily searches have never been seen before by the search engines1
  14. 14. Build out the long-tail to target searchers in different phases of the purchase funnel
  15. 15. Testing and Refinement
  16. 16. Continuous optimization and testing of new keywords and text ad creative</li></ul>1Source: Avinash Kaushik, 2009<br />
  17. 17. Complimentary Strategies<br />
  18. 18. Complimentary Strategies<br />Paid Placement (SEM) and Organic Search Optimization<br /><ul><li>Combine their strengths to develop a strong marketing campaign
  19. 19. Utilizing both strategies increases density of listings on search results pages
  20. 20. As optimization improves organic search ranking, the cost per click on branded keywords can be reduced on Paid Placement campaigns
  21. 21. Organic Search Optimization is a long-term strategy, whereas Paid Placement campaigns will produce more immediate, measureable results
  22. 22. Though Organic Search Optimization can drive qualified traffic through the major search engines’ main pages, Paid Placement has great reach when you take into account the extended search and content networks</li></li></ul><li>Get ready for web guests<br />You need to get your house in order before you have people over.<br />
  23. 23. Understand the Power of our Keywords<br />What humans see…<br />what engines see<br />
  24. 24. Understand the Power of our Keywords<br />choosing the right keywords <br />=<br />RELEVANCY<br />
  25. 25. Call Things What They Are<br />Which language is your target audience more likely to use?<br />“Honey, I’m going to Meineke for some <br />Steering and Suspension Services.”<br />OR<br />“Honey, I’m going to Meineke to get my alignment checked.”<br />
  26. 26. Consider the Location of Keywords<br />79% <br />of users <br />scan a webpage<br />Source: Jakob Niellsen, 2010<br />
  27. 27. Consider the Location of Keywords<br /><ul><li>Build for those who only scan content
  28. 28. The manner in which you arrange your content and keywords is critical to helping people find it faster because they’re scanning
  29. 29. Give users structured information to look at through:headlines, sub-headings, clear navigation, etc.</li></li></ul><li>Build a Solid Foundation: Keywords<br />
  30. 30. Build a Solid Foundation: Keywords<br /><ul><li>Analyze the website: How are content categories are grouped?
  31. 31. What are the goals of campaign?
  32. 32. Determine the scalability/organization of the account in terms of budget and KPIs
  33. 33. Use keyword tools or existing analytics platforms to build a data-driven keyword list
  34. 34. Utilize keyword reports (if available) to determine keywords that are currently driving valuable traffic
  35. 35. Google Adwords Keyword Tool
  36. 36. Build word clouds based on site content to determine larger themes within website content:</li></li></ul><li>Build a Solid Foundation: Keywords<br />
  37. 37. Build a Solid Foundation: Keywords<br /><ul><li>Build variations of keywords from original list
  38. 38. Think plurals, misspellings, synonyms and other long-tail queries
  39. 39. Analyze the keyword list and reorganize/group keywords based on themes
  40. 40. Build preliminary list of Negative keywords
  41. 41. Ask yourself, “Which keywords in my initial keyword list might trigger an ad in an undesirable or irrelevant manner?”
  42. 42. Search for various keywords on search engines to determine places where you do not want your ads to appear</li></li></ul><li>Build a Solid Foundation: Organization<br /><ul><li>Create “Campaigns” within Account
  43. 43. Be methodical - think about how the account can be best organized for current needs and anticipate future growth and change
  44. 44. Be conscious of organizing keywords: Branded terms, head terms, mid-tail terms, long-tail terms, Geo terms, etc.
  45. 45. Segment into relevant ad groups
  46. 46. Aim for 5 (or less) unique keywords within each ad group
  47. 47. Write targeted text ads
  48. 48. Include keywords from the group in the text ad to increase relevancy
  49. 49. Include the brand in the ad when possible
  50. 50. Strong Calls to action
  51. 51. 3-5 ads per ad group (allows for testing and data-driven refinement)</li></li></ul><li>Understand Paid Search Quality Score<br /><ul><li>Quality score, or Quality Index (MSN) is the search engines’ way of balancing the interests of all parties in the online advertising ecosystem
  52. 52. Higher quality score usually means higher position and Lower CPC
  53. 53. Ranked on a 1-10 scale, with 10 being the best</li></li></ul><li>Quality Score Influencers<br />
  54. 54. What Does Quality Score Influence?<br />
  55. 55. How do I improve my Quality Score?<br /><ul><li>Organize Account
  56. 56. Choose Relevant Keywords
  57. 57. Create straight-forward, targeted ads
  58. 58. Relevant landing page with relevant html copy
  59. 59. User-friendly site that loads fast
  60. 60. Note: Even if you have done everything right, you might not have a perfect quality score</li></li></ul><li>Use Keywords in Title Tags<br /><ul><li>The 1stmarketing message a user will see
  61. 61. Needs to be unique and concise and explain the content on page
  62. 62. You typically have 66 characters to get your critical message out to users
  63. 63. This is where the battle is won in the Search Engine Result’s Page!</li></li></ul><li>Incorporate Keywords into Other Site Elements<br /><ul><li>Meta Tags - Include a unique meta tag description on each page of your site that includes keywords that are relevant to the copy on the page (meta descriptions typically are truncated after 160 characters)
  64. 64. Alt Image Attributes - Utilize both an alt image attribute and an image file name that is relevant and keyword friendly
  65. 65. Keyword Friendly URLs - Include keywords within your URL that match the content on the page.
  66. 66. Clear Heading Structure - Use Heading tags to present structure to site visitors and this easy to understand hierarchy will help the search engines better understand the page’s content (use <H1> tags for important headings and avoid over using heading tags)
  67. 67. Anchor Text - Use anchor text on important keywords when linking to internal web pages.
  68. 68. HTML Body Copy - Incorporate as much HTML content and code as you can into your new site build…The best SEO strategy is relevant content. </li></li></ul><li>301 Redirects<br />
  69. 69. robots.txt<br /><ul><li>A robots.txt file should always be placed in the root directory of your site. A robots.txt lets the search engine know that it is okay to crawl your site and also allows you the opportunity to block the search engines from crawling any directories on your site.
  70. 70. The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.
  71. 71. Place a robots.txt file in your root directory and make sure that the file name is all lower case.</li></ul>Sample robots.txt file<br />User-agent: *<br />Disallow:<br />Disallow: /ext2<br />Disallow: /scripts<br />Disallow: /dcr8<br />Disallow: /cms<br />Disallow: /template<br />Disallow: /zones<br />Disallow: /tirequote<br />
  72. 72. No end to the puzzle<br />
  73. 73. Measurement & Reporting<br />“Not everything that can be counted counts, and not everything that counts can be counted.”<br /> -Albert Einstein.<br />
  74. 74. Step #1: Benchmark<br />Benchmark Your Baseline Measurements Before Your SEM<br />Campaign Begins<br /><ul><li>Overall traffic by channel/keyword
  75. 75. Search engine traffic
  76. 76. Paid vs. organic traffic
  77. 77. Conversions by channel/keyword
  78. 78. Top traffic-driving keywords
  79. 79. Top conversion-driving keywords
  80. 80. Keyword rankings </li></li></ul><li>Step #2: Monitor & Refine<br />Begin to Measure and Monitor the impact your<br />campaign is having on both traffic and conversions for <br />your organic and paid search traffic<br />SEO<br /><ul><li>Monitor engagement and traffic increases from the keywords that have been incorporated into your keyword strategy
  81. 81. Segment by search engine to monitor different behaviors of each engine
  82. 82. Monitor other engagement metrics:
  83. 83. Average page views per visitor
  84. 84. Average time on site
  85. 85. Bounce rate
  86. 86. Percentage of New Visitors</li></li></ul><li>Step #2: Monitor & Refine<br />Begin to Measure and Monitor the impact your<br />campaign is having on both traffic and conversions<br />SEM<br /><ul><li>Measure both conversions and revenue by paid search campaign & keyword
  87. 87. Create business rules to optimize campaign that capitalize on efficiencies discovered in the data mining process
  88. 88. Continually build long-tail terms and expand on profitable pieces of the campaign</li></li></ul><li>Bottom Line Metrics<br />Success Metrics Progression:<br />Cost Per Acquisition/Key Performance Indicators<br /><ul><li>“Good”
  89. 89. Initial optimizations
  90. 90. Cost-per-name
  91. 91. Cost-per-segment</li></ul>Return On Ad Spend<br /><ul><li>“Better”
  92. 92. Sales data layered in</li></ul>Return On Investment<br /><ul><li>“Best”
  93. 93. Sales data with profit margin data
  94. 94. Profitability/Best Customers</li></ul>CPA/KPI<br />(good)<br />ROAS<br />(better)<br />ROI<br />(best)<br />
  95. 95. Recap key points<br />Relevancy & Measurement is the key to any successful<br />Search initiative<br /><ul><li>Build your website to clearly target the keywords and themes that are important to your customers
  96. 96. Create relevant and focused paid search campaigns to give you a higher quality score and better overall performance
  97. 97. Keep in mind SEO best practices when incorporating your important keywords into your web site
  98. 98. Combine the strengths of your SEO and PPC campaigns to develop a strong SEM campaign
  99. 99. Use data to measure, refine and assign a value to your SEM initiatives
  100. 100. Use revenue and profitability as your main metric of success and capitalize on positive trends and eliminate negative trends</li></li></ul><li>Additional considerations…<br />
  101. 101. Mobile search<br />
  102. 102. The future mobile search<br />
  103. 103. Increasingly less control<br />25% of Search Results<br />For the World’s Top 20 brands are<br />Links to user-generated content<br />34%_of_bloggers_post_opinions_about_products<br />Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25<br />
  104. 104. Yes, “Social Authority” matters <br /><ul><li>Number of followers on Twitter
  105. 105. People you “follow”
  106. 106. Known public authorities</li></ul>Source: Google & Bing via Danny Sullivan Interview, 2010<br />
  107. 107. Reject faith-based decisions<br />
  108. 108. Make evidence-based decisions<br />
  109. 109. Share and extend the knowledge<br />
  110. 110. Questions? Thank you!<br />Or:<br />email:<br />phone: +1 646 216 8334<br />follow on Twitter: @jeffadelsonyan<br />