Top 5 Paid Search Strategies in a Down Economy


Published on - This presentation covers marketing budget trends during a recession and aims to help you understand where smart marketers are spending their money. You'll learn how to tweak ad copy tactics to meet the market, how to increase keyword efficiency with less money, how to synchronize your SEO & PPC efforts, and much more.

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Top 5 Paid Search Strategies in a Down Economy

  1. 1. Top 5 Paid Search Strategies in a Down Economy Jon Lisbin – Principal 206.525.3000
  2. 2. Topics• About Us• Macro Economy• Paid Search Economy• 5 Key strategies to stay ahead of the game• Some Q&A
  3. 3. About Point It!• Seattle-based Search Engine Marketing Firm• 14 team members• Servicing mid-market firms and new ventures• Incorporated April 2002
  4. 4. Our Clients
  5. 5. Macro Economic Impact•The bull market $10 trillion in shareholder wealth since 2002.•The bear market has wiped out more than $7 trillion in shareholder value.•This bear market is already harsher than most of the 10 bear markets since the 1930s.•People in 2000-02 saw their 401(k)s become 201(k)s, but the impact on their personallives otherwise was minimal. This time people who have home equity lines and use themto pay for holidays or buy a car are finding that their loan facilities are getting pulled. Thataffects the way they look at their own spending.
  6. 6. Advertising During a RecessionIn a 1980-1985, McGraw-HillResearch’s Laboratory of AdvertisingPerformance reported that b2b firmsthat maintained or increased theiradvertising expenditure during the1981-1982 recession averagedsignificantly higher sales growth,both during the economic downturnand three years following, than thosethat eliminated or decreasedadvertising.
  7. 7. Advertising During a RecessionA recessionary market can provide anopportunity for businesses to build agreater share of market throughaggressive advertising. This accordingto The Strategic Planning Institute ofCambridge, MA. Correspondingly,businesses that reduce mediaexpenditures suffer loss of marketshare. It was demonstrated thataggressive businesses can accomplishthese gains through greaterexpenditures without reducing short-term profitability.
  8. 8. Are Marketers Cutting Back in a Down Economy?• Advertising spending on “new media” does not decline during or after a recession, it just grows more slowly.• eMarketer estimated in August 2008 that online ad spending would reach $24.9 billion this year, down slightly from its March forecast. That still represents 17.4% growth over 2007.
  9. 9. Where are Online Marketing Dollars Going? Approximate Customer Acquisition Costs Across Various Channels$80.00 $70.00$70.00 $60.00$60.00 $50.00$50.00$40.00$30.00 $20.00$20.00 $8.50$10.00 $- Search Yellow Pages Online Email Direct Mail Display Ads
  10. 10. Where are Online Marketing Dollars Going?
  11. 11. The number of US Searches has grownsteadily, with Google outpacing the market.
  12. 12. Industry Economic Picture
  13. 13. Industry Economic Picture
  14. 14. Top 5 Strategies in a down economy1. Ad Copy – Changing tactics to meet the market2. Keywords – Increasing Efficiency with less $3. SEO & PPC – Synchronize your efforts4. Web Analytics – More insights for you and top management5. After the Click – Build a better mouse trap!
  15. 15. #1 - Ad Copy• Reconsider calls to action and copy points. – Price consciousness in. Conspicuous consumption is out. – Clear benefits and messaging is in. Fluff & spin is out. – Free and easy escapism is in. Complex is out.• Stand out from the crowd! – Emphasize value and demonstrate it. – Differentiate from competitive ads
  16. 16. 72% of Retail Consumerswould seek Free Shipping
  17. 17. Ad Copy
  18. 18. # 2 - SEO/PPC Syncing• In a weakened economy, marketers looking for best ROI• Search proves to be far more effective than other forms of marketing.• Combine SEM strategy that includes SEO and PPC.• Online study commissioned by Google and conducted by Enquiro research there is a 16% increase in unaided brand recall by having a brand presence in both the top sponsored and top organic listings of a SERP.
  19. 19. #3 - SEO/PPC Syncing
  20. 20. #4 - Keyword Strategies• Cut the tail• Control your ego• Review of negative keywords• Daypart analysis for B2B sites
  21. 21. Cutting the tailMajority of keywords did not convert in past 6 months Keywords 1400 Converted Non Convert 6229
  22. 22. Equaling 6% of total ad spend. Cost 6% Converted Non Convert 94%
  23. 23. # 5 - After The Click• Now’s the time to test out those new Landing Pages.• Utilize Google LP Optimizer, it’s free.• Set up your goals in Google Analytics• Review click stream behavior.
  24. 24. Site Overlay
  25. 25. Google LP Optimizer
  26. 26. Segmentation
  27. 27. Goal Tracking
  28. 28. Web Search Volume
  29. 29. Salesforce Integration
  30. 30. Key Take Aways• Economy is your opportunity to grab market share• The recession is accelerating the shift from traditional to online.• Look at your SEM program as a system• Write ad copy to help you stand out and offer value.• Synchronize your SEM efforts• Carefully review your keyword tactics• Use analytics tools to – demonstrate success to the C-Level – Improve post click performance.
  31. 31. Top 5 Paid Search Strategies in a Down Economy Jon Lisbin – Principal 206.525.3000