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Level Up Search Marketing
This document discusses search marketing strategies presented by a|muse digital agency. It covers how search connects brands with interested audiences, the impact of paid advertising on search rankings and brand awareness, and optimizing content for search engine visibility. Paid search ads can increase top-of-mind brand awareness by an average of 6.6 percentage points according to studies. Effective search marketing requires understanding user behavior across devices and how to target ads. Optimizing content through keywords, tags and descriptions can help content appear in search results and increase web traffic.
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Level Up Search Marketing
- 1. SEARCH MARKETING: WHERE INTENTMEETS ACTION #HTXLevelUp © a|muse digital agency, Inc. Proprietary.
- 2. CREATIVE Branding | UX/IA| Interactive | Design Video | 3D/Motion | Copywriting STRATEGY Research | SEO,SEM| Display Social | Mobile| Content | Analytics TECHNOLOGY Web Development | App Development Mobile | CMS| Kiosk | Gaming © a|muse digital agency, Inc. Proprietary.
- 3. DEMO REEL © a|musedigital agency, Inc. Proprietary.
- 4. A thought leadershipseries presented by A Hearst Digital Agency #HTXLevelUp t @amusedigital f fb.com/amusedigital g+ amuse digital in amuse – Hearst Digital Agency © a|muse digital agency, Inc. Proprietary.
- 5. OUR PRESENTATION PARTNER ©a|muse digital agency, Inc. Proprietary.
- 6. TABLE OF CONTENTS Brandingon Search Impact of Paid Advertising Optimizing Content for Search Attributing Search Efforts © a|muse digital agency, Inc. Proprietary.
- 7. FEATURED SPEAKERS Tiffany Miller Directorof Business Developer for Local at Kenshoo linkedin.com/in/tiffrowe © a|muse digital agency, Inc. Proprietary.
- 8. FEATURED SPEAKERS Antonio Mendoza Director- Search Marketing at a|muse linkedin.com/in/mendozaantonio © a|muse digital agency, Inc. Proprietary.
- 9. FEATURED SPEAKERS Ryan Greene SeniorSearch Strategist at a|muse linkedin.com/in/greenerc © a|muse digital agency, Inc. Proprietary.
- 10. FEATURED SPEAKERS Cory Matthews SeniorOrganic Search Strategist at a|muse linkedin.com/in/corybmatthews © a|muse digital agency, Inc. Proprietary.
- 11. FEATURED SPEAKERS Alison Sutton Director-Contentand Social Media Marketing at a|muse linkedin.com/in/alisonsutton © a|muse digital agency, Inc. Proprietary.
- 12. FEATURED SPEAKERS Rajani Sathyamurthy Managerof Analytics and Measurement at a|muse linkedin.com/in/rajanimurthy © a|muse digital agency, Inc. Proprietary.
- 13. WHERE INTENT © a|musedigital agency, Inc. Proprietary.
- 14. WHY SEARCH? • Searchis part of people’s everyday lives • It’s the world’s largest focus group • In what other medium do customers actively tell you what they want? • Reach a vast, interested audience at every stage of the customer journey • Influence people during the moments that matter © a|muse digital agency, Inc. Proprietary.
- 15. MORE SCREENS, MOREMOMENTS THAT MATTER Screens Smartphone (soon to be a billion users worldwide), tablets, desktop, and devices blurring the distinction between them. Mobile Study reads 77% of mobile searches are in a location (home or work) where people are likely to have a PC available to them. Focus on People: Need, Behavior, Intent Switch Screens According to research, 90% of multiple device owners switch between screens to complete tasks. Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.
- 16. HOW USERS SEARCH AffinitySearches Users are searching broadly with no product or category in mind. Category Searches Users are interested in a general type of product or service. Branded Searches Users know exactly what they are looking for. What’s the difference? © a|muse digital agency, Inc. Proprietary.
- 17. BUILDING YOUR BRAND It’simportant for brands to appear on the first page of search results. Refining the affinity, category and branded keyword list improves performance. • Search is not just a product. It’s a behavior. It’s changing the way people buy. • Zero “moment of truth.” • Use search to reach them – wherever they are. © a|muse digital agency, Inc. Proprietary.
- 18. CONNECTING WITH ANINTERESTED AUDIENCE Search Interest Over Time (U.S.) AVERAGE 2005 2007 2009 2011 2013 Curly Hair Pantene Google Trends, showing relative volumes of two searches Over 100 Billion searches each month 15% Each day are completely new Studying language and culture of the interested audience Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
- 19. REACHING AN INTERESTED AUDIENCE Whatare the related and interested searches? What impact do those have on the brand? What’s the impact of user search queries? Branded Category Affinity Brand presence Not present © a|muse digital agency, Inc. Proprietary.
- 20. ENGAGING AN INTERESTEDAUDIENCE • Connecting the search query with a related article (importance of relevance) • Position (first page; top of mind) • Ad content © a|muse digital agency, Inc. Proprietary.
- 21. MEASURING THE RESULTS PerformanceMarketing Metrics Clicks, CTR, cost per conversion. Success here means efficiently driving conversions. Search Marketing Impact Monitoring the coverage of the search terms you want your brand to be associated with. Impression share (the search equivalent of share of voice) and engagement actions (average duration on site, pages visited, exit rates). 30 Right now Active visitors on site 23% 37% 23% 17% Direct Organic Referral Campaign © a|muse digital agency, Inc. Proprietary.
- 22. IMPACT OF PAIDADS Results show that search ads have a clear and positive impact on brand awareness. SEARCH ADS LIFT TOP-OF-MIND AWARENESS AN AVERAGE OF 6.6 PERCENTAGE POINTS 14.8% 8.2% NO AD IN GOOGLE SEARCH AD APPEARED IN GOOGLE SEARCH 19%10% AUTOMOTIVE 9pp* Lift 15.2%6.2% B2B 9pp* Lift 19.1%11.1% CPG 8pp* Lift 17.7%11.7% RETAIL 6pp* Lift Vertical Highlights Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.
- 23. MEETS ACTION © a|musedigital agency, Inc. Proprietary.
- 24. LET’S TAKE ABREAK © a|muse digital agency, Inc. Proprietary.
- 25. IMPACT OF PAIDADS © a|muse digital agency, Inc. Proprietary.
- 26. WHAT ARE PAIDADS? Paid search advertising offers the chance to pay (by the click) for visibility on major search engines such as Google, Bing and Yahoo! when people search for terms related to the product or service that the website is talking about. © a|muse digital agency, Inc. Proprietary.
- 27. WHY USE PAIDADS? • Pay per click • Higher visibility • Show up for search queries that you aren’t appearing organically • Bid flexibility • Ad Rank • Ads with higher Quality Scores may show up higher than other ads, even with lower bids © a|muse digital agency, Inc. Proprietary.
- 28. *Enquiro Study PAID &ORGANIC SEARCH Studies show that when both a paid and natural listing existed for a given site, brand recall, brand affinity and purchase intent increased.* Awareness Interest Desire Action Organic is strongest for leading visitors into the conversion funnel Paid is strongest for converting users at the last click © a|muse digital agency, Inc. Proprietary.
- 29. UNDERSTANDING USER BEHAVIOR ©a|muse digital agency, Inc. Proprietary.
- 30. AD RANK Understanding theimportance of position across • Device • Keyword categories • Regions • Content • Landing pages © a|muse digital agency, Inc. Proprietary.
- 31. 80%Don’t leave home withouttheir device A CONNECTED WORLD Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
- 32. SMARTPHONES FOR SEARCH 59%Product Information 50% Restaurants Pubs& Bars 31% Travel 25% Job Offers 18% Apartments, Housing Info Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
- 33. Then purchased viacomputer Then purchased it offline CROSS-DEVICE PURCHASE 37% 32% Research on Smartphone Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
- 34. © a|muse digitalagency, Inc. Proprietary.
- 35. IMPACT OF PAIDVIDEO © a|muse digital agency, Inc. Proprietary.
- 36. Fffany.miller@kenshoo.com TRUEVIEW • Findand reach your target demographic • Gain valuable insights about your video and audience • Spread video messages on a large scale to 1B + visitors each month • Reach new customers wherever they are, on desktop, tablet and mobile TrueView will allow your brand to: In-Stream Skip Ad In-Display © a|muse digital agency, Inc. Proprietary.
- 37. TARGETING LAYERS • Age& Gender • Video Topics: Specific placements on videos that fall within categories of your choosing. • Interests: Show your video to people who have previously watched videos on topics of your choosing. This leverages their search history to show targeted users, regardless of the topic of the current video. • Keywords: Use search and contextual targeting to show your videos to people searching for a specific term, or contextually across Google Display Networks sites. • Placements: Run your video on specific YouTube videos, or on specific sites across the Google Display Network. © a|muse digital agency, Inc. Proprietary.
- 38. THE NEW PRIMETIME Engagementis steadily high on smartphone and desktops throughout the day, whereas engagement on tablets and TVs peaks at primetime hours. © a|muse digital agency, Inc. Proprietary.
- 39. QUESTIONS? © a|muse digitalagency, Inc. Proprietary.
- 40. LET’S TAKE ABREAK © a|muse digital agency, Inc. Proprietary.
- 41. WHY OPTIMIZE CONTENT? Impactthe Research/ Buying Cycle Build Trust & Credibility Increase Web Traffic Competition Help Build Your Brand © a|muse digital agency, Inc. Proprietary.
- 42. CONTENT TYPES B Blog /Articles Website Text Imagery Video Infographics Interactive Elements © a|muse digital agency, Inc. Proprietary.
- 43. HOW TO OPTIMIZE • Create search themes based on what you know about your audience • Perform keyword research • Choose your content medium Optimize Header Populate Page Tags Embed Link Back to Site Google Authorship Optimize Teaser And Body Copy Descriptions Alt-tags Social Post Copy Category Tags © a|muse digital agency, Inc. Proprietary.
- 44. QUESTIONS? © a|muse digitalagency, Inc. Proprietary.