2. About Jim McKinley Grew up in St. Louis, Missouri Graduated with a BA in Business from Baylor University Major: Marketing Graduated in 1990 MBA from the University of Chicago Serial entrepreneur will skills in marketing Currently co-founder and principal of 360Partners Personal Married and have an 1-year old son Enjoy running, playing basketball and traveling 2
3. 3 The First 10 Years of My Career had Very Little to do with Marketing 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 Strategy consultant - Made recommendations on strategy to Fortune 500 companies Fulltime MBA Student Software Developer - Programmed and designed custom computer software Role: 3
4. 4 Example of the Type of Work I was Involved in during 1995-1996
11. Online, direct response ad agency Different from a traditional ad agency “We do marketing with Excel not Photoshop” Specializing in online marketing Organic search, pay-per-click search marketing, and display advertising Founders have over 10 years experience in online marketing Over 35 clients across the United States Across a variety of industries Founded in 2005 26 employees Located in Austin, TX About 360Partners 8
17. Agenda Online Marketing Introduction Case Studies Search Engine Marketing Keys to Success (and Top 10 Mistakes) Performance Measurement After lunch today. Come see Brian Massey talk about improving the conversion of your website in his presentation “Killing Brad Pitt: Define and Understand Your Visitors” (1pm) 11
97. Agenda Online Marketing Introduction Case Studies Search Engine Marketing Keys to Success (and Top 10 Mistakes) Performance Measurement 27
98. Case Study: EyeBuyDirect – Worlds Largest Online Glasses Retailer Based in Beijing, China Sells prescription glasses for as low as $7.95 No brand knowledge with U.S. Consumers Competing against other online and traditional glasses retailers such as Lens Crafters 28 Where would you advertise?
99. 29 Case Study: We have run a lot of pay-per-click search engine marketing ads 29
100. 30 Case Study: Users Click on the Ad and are Directed to the EyeBuyDirect.com Website 30
101. 31 Case Study: We can See What Users did on the Website after they Clicked 31
102. Case Study: On an Aggregate Level We can Measure Results Over Time 32
103. Case Study: On an Aggregate Level We can Measure Results Over Time 33
104. Case Study: University of Texas- Arlington Nursing Degree Program Nursing degree targeted at registered nurses (RN) to help them get their bachelors of nursing degree (BSN) RN’s have the equivalent of an associates degree Need two more years of school to complete a bachelors degree Financial incentives for RNs to complete the program Higher pay Many hospitals will help pay for tuition University of Texas – Arlington’s program is widely recognized Highly rated Extremely low cost compared to competitors Competitors include full-time programs as well as “for profit” online schools such as the University of Phoenix 34 Where would you advertise?
107. Case Study 3: Nortel Networks Recently Went Through Bankruptcy Nortel Networks is a large manufacturer of telecommunications, computer network equipment and software At one point in time Nortel was the largest private employer in Canada Went into bankruptcy protection in 2009 Company was either going to reorganize as a smaller company or be sold Sales pipeline froze with uncertainty of bankruptcy Over $1B is sales prospects in the pipeline Customers stopped talking to sales rep, paused or cancelled orders Nortel’s Challenge: Assure prospective customers, vendors, employees, investors, etc. that the company will be around for the long-term 37 Where would you advertise?
108. 38 For Many Search Terms, Competitors and Other Parties were Framing the Discussion about Nortel
109. 39 Landing Page Example – Vendors were Framing Themselves as the Source of Information
110. 40 Landing Page Example – Competitors were Using Fear, Uncertainty and Doubt as a Means to Promote their Own Products
111. 41 Landing Page Example – Other Competitors were Suggesting Current and Potential Customers “Upgrade” to Their Brand
112. 42 Landing Page Example – Creditor Liquidation Company Attempting to Purchase Nortel Receivables
113. Case Study – In addition to Paid Search, the Team Focused on an Aggressive Display Campaign 43
114. Agenda Online Marketing Introduction Case Studies Search Engine Marketing Keys to Success (and Top 10 Mistakes) Performance Measurement 44
115. Two Key Principals for Successful Pay-per-Click Search Engine Marketing Answer the specific question searchers are asking Remove any barriers or “friction” that prevent searchers from taking the action you want them to take 45
116. Answer the Question Searchers are Asking 46 … landing page answers the specific question using the searchers language. User enters a search query…. … ad answers the specific question using the searchers language… “Men’s Prescription Eyeglasses” “Men’s Prescription Eyeglasses for sale” “Men’s Prescription Eyeglasses” page of the website
129. 56 Mistake #7: Asking for Unnecessary Information… and Not Providing Help
130. 57 Mistake #7: Asking for Unnecessary Information… and Not Providing Help
131. 58 Mistake #7: Asking for Unnecessary Information… and Not Providing Help
132. Mistake #8: Running Ads on the iPhone/SmartPhone Platform Ad running on my SmartPhone for a $60,000 Industrial Generator
133. Mistake #9: Allowing Google to Opt You into Options which May or May not be Applicable 60
134. Mistake #10: Only Running Ads on Google Google is not the only online channel out there Google has reach (i.e. a lot of searches) but can be expensive Yahoo/Bing alliance offers a viable alternative to Google Google has ~65% market share Yahoo/Bing have ~30% market share Other mediums outside of search Facebook (depending on your product) Display advertising (specifically retargeting) Other social media techniques 61
135. Summary Search engine marketing can be powerful Done correctly it can be a wildly successful advertising channel to help your business grow However, you can make costly mistakes Like fire – you can use it to cook your food or burn down your house Key to successful search engine marketing Answer the specific question searchers are asking Remove any barriers or “friction” that prevent searchers from taking the action you want them to take 62
137. Agenda Online Marketing Introduction Case Studies Search Engine Marketing Keys to Success (and Top 10 Mistakes) Performance Measurement 64
138. Online Marketing has a Huge Advantage to Traditional Advertising as it is Highly Measurable “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker, ~1910 Wanamaker’s statement is still true today for most forms of advertisements Online marketing has a huge advantage is that it is highly measurable Transparency into what a user does once they click on an ad Can get quick feedback on what is working and what is not working 65
155. After lunch today. Come see Brian Massey talk about improving the conversion of your website in his presentation “Killing Brad Pitt: Define and Understand Your Visitors” (1pm) 80
157. Principles for Good Landing Page Design Skim-able and Scan-able Important elements above the fold Guide the eye to the point of action Limited exit points (i.e. hyperlinks) Attention-grabbing headline that answers the question “WIIFM” (What’s in it for me?) Clear call to action Clear value proposition (What value do you offer, what makes you better than your competitors?) Benefit-oriented language (Focus on benefits for the consumer, “We” versus “You”) High-quality, relevant images (users often engage best with faces) Prominent button with a clear call to action (avoid “submit”) Privacy and security assurances Match the language on the page to the search query 82
158. Example of a Quality Landing Page 83 Repeats the search query Call to action “What’s In It For Me” Minimal number of fields Video, form and button all appear above the fold Prominent button Page is simple, uncluttered, & easy to digest
159. Bad Example #1: The Overly-Long Form 84 Itty, bitty text at the top says nothing about the service. Why should I fill all of this out? Call to action is tiny Only 4 fields are required – why so many extra fields? How do I submit this thing? Oh, there’s the button!
160. Bad Example #2: Word Glut 85 Very text heavy. Who wants to read all this? Summarize it in a few points. “Learn More” button blends in too much What are you supposed to do on this page? Should you click here, or here, or here? With a simpler design, a call to action, and a prominent “Learn More” button, the course of action would be clearer
161. Bad Example #3: Too Many Options on the Page 86 Page is filled with links: upper navigation links, middle of the page links, right side navigation links. Where do you start? Download button gets lost, even though it is brightly colored and animated
162. Bad Example #4: What’s the Benefit? 87 This had nothing to do with their business. What do they do exactly? This a very generic description of the service. What makes it distinct? What unique benefits does it offer? Besides phone number, there is nothing to do on this page. Users will probably exit. They need something to interact with.
163. Bad Example #5: Homepage is the Landing Page 88 User must navigate through huge list on the homepage to find their category. Why not direct them to a specific page?
