Hi.© 2010 Levelwing. All rights reserved   |   www.levelwing.com
presentation available at:    www.levelwing.com/sema/20SearchTips    jeff@levelwing.com2     © 2010 Levelwing. All rights ...
“Data is the most consumed product    and it affects all others.”       5 exabytes                                        ...
50             In 1993 __________ pages existed on                      the worldwide web.1                    354,000,000...
= “I want”5   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
= “I want”6   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
“I want”7   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Complimentary Strategies8    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 1: Start with the right content                                                                     Words     Quality ...
Tip 2: Call things what they are        “Honey, I’m going to                                                              ...
Google Insights For Search        alignment        steering and suspension11    © 2010 Levelwing. All rights reserved   | ...
Tip 3: Build for search engines                          Gateway Page      Flash Content                                  ...
Tip 4: Use keywords in title tags                      K&N High Performance Air Filters, Air Intakes, & Oil Filters      •...
Tip 4: Use keywords in title tags14    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 5: Use keyword-rich meta description 16015    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Win/Lose decided here16    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 6: Use keyword-rich urls                                                                       brake repair           ...
Tip 7: Use alt image attribute & name image      jl_knw_sidepromo_placeholder1.png18    © 2010 Levelwing. All rights reser...
Tip 8: Use keyword-rich anchor text19    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 9: Arrange content for scanning                                                                      Source: Jakob Nie...
21   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
22   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
What is Quality Score?     Quality Score or Quality Index      balances ecosystem     Ranked on a 1-10 scale      (10 = be...
What Influences Quality Score?                                                          Keyword      Landing Page         ...
What Does Quality Score Influence?                                                                  QS                    ...
26   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 10: Build organized foundation      •  Organize “Campaigns” within Account      •  5 or fewer unique keywords in an ad...
Tip 11: Build negatives28    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 11: Build negatives           meta http-equiv="Keywords" name="Keywords" content=“toms of maine,           toms of mai...
Tip 12: Check different locations30    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
31   © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 13: “Broad” match is for head terms                                Broad                                              ...
Tip 14: Use Search Query Reports33    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 15: Use Google Insights for Search34    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 15: Use Google Insights for Search     Web Search Interest: car battery35     © 2010 Levelwing. All rights reserved   ...
Tip 16: Focus on off-page SEO      •  Grow quality links      •  Do the socially respected share your content?            ...
Tip 17: Test, fail quickly, syndicate37    © 2010 Levelwing. All rights reserved   |   www.levelwing.com
Tip 18: Create real accountability                                                                      “Not everything th...
Tip 19: Benchmark     Benchmark Your Baseline Measurements Before Your SEM     Campaign Begins     •  Overall traffic by c...
Tip 20: Bottom line metrics trump all Cost Per Action/                                                     CPA/KPI Key Per...
9/8/2011 – Google Buys Zagat41    © 2010 Levelwing. All rights reserved   |   www.levelwing.com                           ...
Local Search42    © 2010 Levelwing. All rights reserved   |   www.levelwing.com                                           ...
Future of Search?43    © 2010 Levelwing. All rights reserved   |   www.levelwing.com                                      ...
Why is this Important?      59% of online shoppers customer product reviews have a      significant impact on their buying...
Why is this Important?      on Yelp ratings…                                                           = 9% revenue increa...
Thank you.        Or:        email: jeff@levelwing.com        phone: +1 646 216 8334        twitter: @jeffadelsonyan      ...
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SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing

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Search Engine Marketing is one of the only forms of advertising that fulfills demand; most forms of advertising merely attempt to create demand. As consumer attention gets more and more fragmented, Search Engine Marketing provides one of the best opportunities for brands to connect to consumers, convey information about products and services, and influence and drive purchase both online and offline. Learn how to utilize search engines to capture the attention and close the sale from consumers that are already in the market for your parts and services.

Published in: Automotive, Technology, Design
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SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing

  1. 1. Hi.© 2010 Levelwing. All rights reserved | www.levelwing.com
  2. 2. presentation available at: www.levelwing.com/sema/20SearchTips jeff@levelwing.com2 © 2010 Levelwing. All rights reserved | www.levelwing.com
  3. 3. “Data is the most consumed product and it affects all others.” 5 exabytes (5.0x10ˆ19) - Eric Schmitt 5 = all info created exabytes created every 482003 through hours3 © 2010 Levelwing. All rights reserved | www.levelwing.com
  4. 4. 50 In 1993 __________ pages existed on the worldwide web.1 354,000,000 Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2 1United Nations Data, 1994 2Google, October, 20114 © 2010 Levelwing. All rights reserved | www.levelwing.com
  5. 5. = “I want”5 © 2010 Levelwing. All rights reserved | www.levelwing.com
  6. 6. = “I want”6 © 2010 Levelwing. All rights reserved | www.levelwing.com
  7. 7. “I want”7 © 2010 Levelwing. All rights reserved | www.levelwing.com
  8. 8. Complimentary Strategies8 © 2010 Levelwing. All rights reserved | www.levelwing.com
  9. 9. Tip 1: Start with the right content Words Quality Fresh Engaging Source: Jakob Niellsen, 20109 © 2010 Levelwing. All rights reserved | www.levelwing.com
  10. 10. Tip 2: Call things what they are “Honey, I’m going to “Honey, I’m going to Meineke for some Meineke to get my steering and suspension alignment checked.” services.”10 © 2010 Levelwing. All rights reserved | www.levelwing.com
  11. 11. Google Insights For Search alignment steering and suspension11 © 2010 Levelwing. All rights reserved | www.levelwing.com
  12. 12. Tip 3: Build for search engines Gateway Page Flash Content Missing rich HTML text Site Loads Slowly Missing Title Tags12 © 2010 Levelwing. All rights reserved | www.levelwing.com
  13. 13. Tip 4: Use keywords in title tags K&N High Performance Air Filters, Air Intakes, & Oil Filters •  Should be unique for each page •  Should be concise and explain page content •  Typically have 66 characters13 © 2010 Levelwing. All rights reserved | www.levelwing.com
  14. 14. Tip 4: Use keywords in title tags14 © 2010 Levelwing. All rights reserved | www.levelwing.com
  15. 15. Tip 5: Use keyword-rich meta description 16015 © 2010 Levelwing. All rights reserved | www.levelwing.com
  16. 16. Win/Lose decided here16 © 2010 Levelwing. All rights reserved | www.levelwing.com
  17. 17. Tip 6: Use keyword-rich urls brake repair ????17 © 2010 Levelwing. All rights reserved | www.levelwing.com
  18. 18. Tip 7: Use alt image attribute & name image jl_knw_sidepromo_placeholder1.png18 © 2010 Levelwing. All rights reserved | www.levelwing.com
  19. 19. Tip 8: Use keyword-rich anchor text19 © 2010 Levelwing. All rights reserved | www.levelwing.com
  20. 20. Tip 9: Arrange content for scanning Source: Jakob Niellsen, 201020 © 2010 Levelwing. All rights reserved | www.levelwing.com
  21. 21. 21 © 2010 Levelwing. All rights reserved | www.levelwing.com
  22. 22. 22 © 2010 Levelwing. All rights reserved | www.levelwing.com
  23. 23. What is Quality Score? Quality Score or Quality Index balances ecosystem Ranked on a 1-10 scale (10 = best) Users Higher quality score usually means higher position and lower CPC Search Advertisers Engine23 © 2010 Levelwing. All rights reserved | www.levelwing.com
  24. 24. What Influences Quality Score? Keyword Landing Page Relevancy Quality Historical Ad Relevancy Performance QS Click- Other Through Rate Relevancy (CTR) Factors24 © 2010 Levelwing. All rights reserved | www.levelwing.com
  25. 25. What Does Quality Score Influence? QS Above Eligibility Organic Results Price Position25 © 2010 Levelwing. All rights reserved | www.levelwing.com
  26. 26. 26 © 2010 Levelwing. All rights reserved | www.levelwing.com
  27. 27. Tip 10: Build organized foundation •  Organize “Campaigns” within Account •  5 or fewer unique keywords in an ad group •  Minimum of 3 to 5 text ads/ad group •  Minimum of 3 to 5 calls-to-action27 © 2010 Levelwing. All rights reserved | www.levelwing.com
  28. 28. Tip 11: Build negatives28 © 2010 Levelwing. All rights reserved | www.levelwing.com
  29. 29. Tip 11: Build negatives meta http-equiv="Keywords" name="Keywords" content=“toms of maine, toms of maine, natural personal care products, toms of maine products, toms of maine products, natural care products, oral care products, choose cruelty free, wind energy company, kate and toms of maine, certified organic products, tom, toms, kate and toms, toms of maine, toms of maine, maine products, toms products, tomsofmaine" (ADD these as negative keywords)29 © 2010 Levelwing. All rights reserved | www.levelwing.com
  30. 30. Tip 12: Check different locations30 © 2010 Levelwing. All rights reserved | www.levelwing.com
  31. 31. 31 © 2010 Levelwing. All rights reserved | www.levelwing.com
  32. 32. Tip 13: “Broad” match is for head terms Broad Phrase & Exact Search Volume Generic Keywords Specific Keywords32 © 2010 Levelwing. All rights reserved | www.levelwing.com
  33. 33. Tip 14: Use Search Query Reports33 © 2010 Levelwing. All rights reserved | www.levelwing.com
  34. 34. Tip 15: Use Google Insights for Search34 © 2010 Levelwing. All rights reserved | www.levelwing.com
  35. 35. Tip 15: Use Google Insights for Search Web Search Interest: car battery35 © 2010 Levelwing. All rights reserved | www.levelwing.com
  36. 36. Tip 16: Focus on off-page SEO •  Grow quality links •  Do the socially respected share your content? Source: Google & Bing via Danny Sullivan Interview, 201036 © 2010 Levelwing. All rights reserved | www.levelwing.com
  37. 37. Tip 17: Test, fail quickly, syndicate37 © 2010 Levelwing. All rights reserved | www.levelwing.com
  38. 38. Tip 18: Create real accountability “Not everything that can be counted counts, and not everything that counts can be counted.” -Albert Einstein.38 © 2010 Levelwing. All rights reserved | www.levelwing.com
  39. 39. Tip 19: Benchmark Benchmark Your Baseline Measurements Before Your SEM Campaign Begins •  Overall traffic by channel/keyword •  Search engine traffic •  Paid vs. organic traffic •  Conversions by channel/keyword •  Top traffic-driving keywords •  Top conversion-driving keywords •  Keyword rankings39 © 2010 Levelwing. All rights reserved | www.levelwing.com
  40. 40. Tip 20: Bottom line metrics trump all Cost Per Action/ CPA/KPI Key Performance Indicators (good) “Good” ROAS •  •  Initial optimizations (better) Return On Ad Spend •  “Better” ROI •  Sales data layered in (best) Return On Investment •  “Best” •  Sales data with profit margin data •  Profitability/Best Customers40 © 2010 Levelwing. All rights reserved | www.levelwing.com
  41. 41. 9/8/2011 – Google Buys Zagat41 © 2010 Levelwing. All rights reserved | www.levelwing.com 41
  42. 42. Local Search42 © 2010 Levelwing. All rights reserved | www.levelwing.com 42
  43. 43. Future of Search?43 © 2010 Levelwing. All rights reserved | www.levelwing.com 43
  44. 44. Why is this Important? 59% of online shoppers customer product reviews have a significant impact on their buying behavior Source: Marketing Charts, 9/201144 © 2010 Levelwing. All rights reserved | www.levelwing.com 44
  45. 45. Why is this Important? on Yelp ratings… = 9% revenue increase Source: Michael Luca, 201145 © 2010 Levelwing. All rights reserved | www.levelwing.com 45
  46. 46. Thank you. Or: email: jeff@levelwing.com phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com46 © 2010 Levelwing. All rights reserved | www.levelwing.com

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