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Josh Palau discussed how marketers can get more value of out of search - by integrating search into your broader marketing efforts, not just squeezing more efficiency out of organic and paid search - at the Razorfish Client Summit in Boston.

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  • Solicited feedback – invest more than the numbers should justify.What is the channel marketing measurement – people are self directed
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  • ClientSummit2010_SearchWorkshop

    1. 1. Getting More Out of Search<br />Joshua Palau, VP Search<br />
    2. 2. Getting more out of search<br />Razorfish Creates Experiences that Build Businesses<br />
    3. 3. Getting more out of search<br />Search Creates Discovery Experiences that Build Loyalty<br />
    4. 4. Getting more out of search<br />But We Rarely Track All of Those Experiences<br />
    5. 5. Getting more out of search<br />Evolution = Understanding that Every Interaction Counts<br />
    6. 6. Evolve by Understanding Valuable Actions<br />Total Clicks = $500.00<br />We only measured against the two who converted<br />Optimize to those two<br />Getting more out of search<br />
    7. 7. Closing the Loop<br />Channel Evolution<br /><ul><li>Leverage learning’s from existing programs
    8. 8. Use Search to identify contact opportunities
    9. 9. Use Email to identify new keyword categories
    10. 10. Close the loop through confirmations
    11. 11. Build loyalty </li></ul>?<br />Getting more out of search<br />
    12. 12. Delivering the Experience<br />Content Evolution<br /><ul><li>Deliver the experience by meeting consumer demand
    13. 13. Bounce rate by keyword group + landing page uncovers improvement areas
    14. 14. Provide choice when queries are too broad to match searcher intent
    15. 15. Rank organically for broad and specific terms</li></ul>Getting more out of search<br />
    16. 16. The Target is Evolving<br />Extend Beyond the Desktop<br /><ul><li>The experience should match searcher intent
    17. 17. Product searches with location based results
    18. 18. Scanner usage increased dramatically
    19. 19. Product comparisons, coupons, inventory management, GPS-based offers</li></ul>Getting more out of search<br />
    20. 20. Search Evolution Requires Goal Evolution<br />Getting more out of search<br />
    21. 21. CMO/CEO Job is Evolving<br />The best or nothing. That is what drives us.<br />Getting more out of search<br />
    22. 22. Stay away from this<br />Bounce Rate<br />Site Copy<br />CTR / CPC / Imps / Rankings<br />Traffic<br />Too Much Data<br />Cool<br />Getting more out of search<br />
    23. 23. Evolve the Conversation into this<br />Missed revenue opportunities<br />Delivering the Experience<br />Conversion / Sales / LTV<br />Engaging your Audience<br />Actionable Insights<br />Sales<br />Getting more out of search<br />
    24. 24. Evolve…<br /><ul><li>Optimize the entire experience – not just the 2%
    25. 25. Deliver a true discovery experience
    26. 26. Evolve your goals
    27. 27. Speak the CMO language</li></li></ul><li>Thank You<br />Joshua Palau, VP, Search<br /><br />@searchshots<br />