Digital Search


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Digital Search

  1. 1. 1
  2. 2. 2
  3. 3. Search 101 Matt Duffy 3
  4. 4. Agenda Resolution Media Obligatory Creds Search Industry Introduction to the Engines Value of Search Why is Search important? Search Execution Paid vs. Natural Search Creative Applications & Innovations Current and future search trends 4
  5. 5. Resolution Media Overview Staff: 85+ dedicated search marketing professionals Locations: Headquartered in Chicago, IL with offices in NYC, San Francisco, and Los Angeles Chicago (314 Superior) Chicago (225 Michigan) - OMD NYC (195 Broadway) NYC (488 Madison Ave) - PHD San Francisco (555 Market) Los Angeles (5353 Grosvenor Blvd) – TBWA/Chiat History: Founded September 2003. Acquired by Omnicom Media Group in 2005 5
  6. 6. Partner Agencies and Clients Agencies: Clients: 6
  8. 8. The Consumer is in Control 8
  9. 9. What % of Internet Traffic Starts at a Search Engine? 85% Source: Seventh World Wide Web User Survey; Georgia Institute of Technology 9
  10. 10. Everyone Searches 61 80 Billion monthly Monthly searches per searches searcher (on avg) Content Commerce Community Source: comScore August 2007 10
  11. 11. 2009 Ad Investment Outlook Source: Interpublic Group, Dec 2008 11
  12. 12. The Growth of Search Engine Marketing 2008 U.S. Online Advertising Spend, by Format Lead Sponsorships Email Generation 3% 2% 7% Classifieds 13% Search 45% Rich Media 8% Video Display 2% 20% $10.7 Billion for Paid Search in 2008 • ~20% Yearly Growth for SEO $19.5 Billion projected in 2013 Investments Source: eMarketer, Nov 2008; Feb 2009 12
  13. 13. The Engines
  14. 14. Share of U.S. Searches Ask AOL 4% 5% Bing 10% Yahoo Google 22% 59% Google, Yahoo!, and Bing make up 90% of searches Comscore: “Share of Searches”, Feb. 2008 14
  15. 15. There are many other players beyond Google Is now the #2 search engine in the world! 15
  16. 16. A Search Engine‟s Goals & Objectives 1. Index: Accumulate large index (database) of web documents to search 2. Be Relevant: Provide highly-relevant results to users (better than competitors) 3. Make Money: Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic 16
  17. 17. Commonality: Search Starts with a Query… FedEx FedEx Freight Overnight shipping Printing services 17 | Proprietary & Confidential
  18. 18. Search is All About Connections Community Passions Products Information
  19. 19. Value of Search Why is it Important? 19
  20. 20. Search Review Activation Medium • Ability to drive consumers to desired action onsite (Transaction Channel) Fuel for Business Intelligence • Online search behavior uncovers opportunity for advanced consumer targeting Unique Marketing Channel • Push vs. Pull Medium 20
  21. 21. 21
  22. 22. 17% of Online Searchers 9% of Online Searchers are are driven by radio ads driven by outdoor media Other Media Drives Search Activity 37% of Online Searchers are driven by television ads 25% of Users exposed to display ads searched on a brand term 30% of Online Searchers are driven by magazine & newspaper ads 22 Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007
  23. 23. Search Connects Intent with Content Intent Query Successful Through Market Exposure Connection • Online Banners • Television • Print • Video Relevant Content Result Action - New Customer - Showtime Interaction - Interest in new shows - Brand Consideration - Brand Loyalty - Research of Programs - Contact a Provider
  24. 24. Missed Opportunity…. Intent Query Unsuccessful Through Market Exposure Connection • Online Banners • Television • Print • Video Relevant Content Result Action - New Customer - HBO Interaction - Interest in new shows - Brand Consideration - Brand Loyalty - Research of Programs - Contact a Provider
  25. 25. Buzz Words Optimization Efficiency Content Outreach Maximization Traffic Linking Strategy Expansion What is the SEM Meta Data Testing VALUE? Account Structure SEO Natural Search Algorithm Analytics Keyword Ad Group Tracking Bids Campaign Tagging 25 | Proprietary & Confidential
  26. 26. When were Was their query they informational or searching? transactional? How many How long were they times did on the site? they visit? Where did What other sites are they come from? Why didn’t they visiting? Where were they take What path did they take they through our searching? action? site? How old are Did they they? buy? What What other gender are terms did they they? search? When did What is their they leave? Where did annual they go? income?
  27. 27. 70% 60% 50% 4,523,579 Missed Opportunities Percent of Site Visitors 40% 30% 20% 10% 496,599 Reservations 0% 5,020,178 Clicks
  28. 28. “Your most unhappy customers are your greatest source of learning.” -Bill Gates Founder of Microsoft Corporation
  29. 29. When does “Spring” begin & end? Source: Google Insights for Search 29
  30. 30. What‟s the subject of our Spring spot? 30
  31. 31. Paid Search 31
  32. 32. The Search Engine Results Page (SERP) Organic Listings (aka Natural Search) Sponsored Listings (aka Paid Search) Be the content that people are looking Buy ads around for (SEO) the content people are looking for 32
  33. 33. How Do You Run a Paid Search Campaign? Select Keywords Write Ad Copy Choose Landing Page Set Bid Price (cost per click auction) Rinse and Repeat! (as often as hourly) 33
  34. 34. PPC – Account Structure (Family Tree) Account - Client Campaign Campaign Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Keyword Creative Keyword Keyword Creative Keyword Keyword Keyword Creative 34 | Proprietary & Confidential
  35. 35. PPC – Account Structure (Family Tree) FedEx Ground Office Freight Small Biz Brand Locations Supplies Biz Cards Letters Printing Printing Print Copies Online Printing Print Services In-Store Printing Prints 35 | Proprietary & Confidential
  36. 36. Copy Points Mirror Search Cycle Stages of the Search Cycle Search Attention Interest Consideration Action Online Checking Interest Earning Lion Power Keyword: Banking Account Checking Account Free Checking Wide Selection of Earn up to 3.4% Apply Today and Use Copy Online Banking No Fees Interest With Your Our Harris Switch Kit Points: Services. Securely No Minimums Free Checks Choice of Many to Make the Moving Manage Your Accounts Different Accounts Process Simple 36
  37. 37. Targeted Landing Page Selection to Increase Relevancy Online Banking Checking Account Lion Power Free Checking 37
  38. 38. Natural Search (SEO) Search Engine Optimization 38
  39. 39. Two Ways to Connect Your Brand to Queries Sponsored Listings (aka Paid Search) Buy ads around the content people are looking for Organic Listings (aka Natural Search) Be the content that people are looking for (SEO)
  40. 40. Search Engine Optimization Defining SEO Refers to the process of “optimizing” both the on-page and off- page ranking factors in order to achieve high search engine rankings for targeted search terms SEO is a program, not a campaign (no Media spend) Three main optimization areas for improving rankings Content (title tags, keyword density) Technical Architecture (HTML coding) Linking Relationships (quantity of quality links)
  41. 41. What do Searchers prefer? 41
  42. 42. Engine Activity What We See What the Engines See
  43. 43. How results show up in natural search? Step 1: Finding Content Search spider “crawls” the web to find new documents (web pages, other documents) Step 2: Indexing Content Search engines files the content and adds it to its database. Step 3: Searching Index Search engine searches its own database when user enters in a search to find related documents Step 4: Ranking Results Search engine ranks resulting documents using an algorithm that assigns various weights to various ranking factors 43
  44. 44. How Do You Run a Natural Search Campaign? Select Keywords Optimize Website Content Architecture Code Generate Links Rinse and Repeat! (working within web dev. cycle) 44
  45. 45. SEO Overview Crawlability Become more „crawlable‟ to search engines Competition Become more Drive More Content Outreach competitive in the online space Traffic to site Increase link popularity and relevance Ranking Increase position on pinnacle keywords
  46. 46. Why Natural Rankings Matter… Natural Search Study The „Fold‟ 88.4% Reality Check: • If you‟re not on the first page, no one will see your text link • If no one sees your text link, no one will click • If no one clicks, no one will go to your site *Data provided by 2007 Cornell panel study
  47. 47. Paid and Natural Search Synergy Increased Consumer Activity • Studies have shown integration of natural and paid search will drive superior ROI • When appearing in both natural and paid search for the same keyword impression… • Clicks increased 92% • Page views increased 44% • Actions increased 45% • Visitors increased 41% • Orders Increased 45% • Time onsite increased 40% Source: iCrossing Search Synergy: Natural & Paid Search Symbiosis Study, March 07 47
  48. 48. SEM and SEO Comparison Paid Search (SEM) Natural Search (SEO) • Involves Media Spend • It‟s a program, not a with Engines campaign. No media spend. • Results take 2 weeks to 4 • Results in 1-2 days months • Generally more costly per • Generally more cost- visitor and per conversion effective, doesn‟t penalize for more traffic • Easy to compete in highly competitive market space • Difficult to compete in highly competitive market space (but it will cost you) 48
  50. 50. Emerging Trend: Extended Content Impact: ALL online content must be optimized for Searchers 50
  51. 51. Emerging Trend: Personalization Impact: People can customize how information is digested, so it must be compelling. 51
  52. 52. Emerging Trend: Targeting Impact: Ability to overlay additional targeting beyond the query. Device targeting Language targeting Contextual Targeting Geo-targeting Re-targeting 52
  53. 53. Emerging Trend: Interaction Impact: Point & click replaces keyword search. 53
  54. 54. Search Review Activation Medium • Ability to drive consumers to desired action onsite (Transaction Channel) Fuel for Business Intelligence • Online search behavior uncovers opportunity for advanced consumer targeting Unique Marketing Channel • Push vs. Pull Medium 54
  55. 55. Search Industry 55
  56. 56. Questions 56
  57. 57. Thank You! Matt Duffy 917-344-3240 57
  58. 58. Appendix 58
  59. 59. Testing 59
  60. 60. Creative Messaging
  61. 61. Consumer Behavior and Ad Relevance Click Through Rate 12.4% 11.6% Impressions: 125,000 Impressions: 137,000 Clicks: 15,500 Clicks: 16,000
  62. 62. Creative Testing Story The „Shipping‟ Campaign Click through Rate for the ad below is currently 2.30%... Currently, we‟re getting an average of 50,000,000 impressions per month, so at the current CTR we‟re averaging 1,150,000 clicks/mo. After running a four week creative test, we find that the ad below has a higher CTR by 0.85%, equating to 3.15% Assuming average number of impressions stays relative, the lift in click volume would be 425,000 per month…. and a total of 5,100,000 clicks per year
  63. 63. Testing: Landing Pages
  64. 64. Testing: Landing Pages Conversion Percentage 1.75% 2.20%
  65. 65. Conversion Story Conversion Percentage through July is ~9.6% If we increase conversion percentage by 2%, equating to 11.6% Then at the current click volume, reservations will increase by 21% adding ~87,167 reservations for January– July A total of 12,452 additional reservations per month
  66. 66. Understanding the Math Total additional Reservations per month = 12,452 If the Reservation to Actual Pickup rate is… 65% If the Avg. Cost Per Reservation / Day is… $35 If the Avg. Length of Rental is… 2.5 days Total Additional Revenue per month = $708,208
  67. 67. Understanding the Math $8,496,000 Additional Revenue for the Year
  68. 68. Proprietary Tool for Data Analytics and Workflow Search Engines Campaign Management Web Analytics Data Tools Data Warehouse Workflow / Best Practices Campaign Performance Campaign Management Evaluation Budget Reporting Analytics Optimizations Pacing 68
  69. 69. Resolution Media Why should our clients use Resolution Media rather than working directly with Google? Hint: 3 Main Reasons Centralized Source for Engines Ability to choose media platform Holistic Search Solution SEM and SEO services Focus on Client Goals Focus on Driving Revenue (KPIs), not Clicks 69
  70. 70. Data Set Week v Impressions v Clicks v Cost Avg.vCPC v CTR Units v CPU v Conv % v May 29 390,000 12,100 v $40,200 v $3.32 v 3.10% v 908 v $44.27 v 7.50% May 22 266,000 11,500 v $37,800 v $3.28 v 4.32% v 829 v $45.59 v 7.20% May 15 168,000 12,230 v $46,000 v $3.76 v 7.27% v 915 v $50.27 7.48% v May 8 174,000 11,875 v v $43,600 v $3.67 v 6.82% v 841 v $51.84 v 7.08% May 1 32,000 v 6,100 v $14,300 v $2.34 v 19.06% v 460 v $31.08 v 7.54% 70 | Proprietary & Confidential
  71. 71. How will the recession change your behavior? Proprietary and Confidential 71
  72. 72. 3 Pillars of SEO Site Architecture Marketing Content Three main optimization areas for improving rankings 1. Page Content (title tags, keyword use) 2. Technical Architecture (HTML coding) 3. Linking Relationships (quantity of quality links) 72
  73. 73. It‟s Not Just about Websites User Gen Social Media News Video