My presentation from the Eastern Michigan University Search Marketing Workshop in November of 2014. How to create and optimize integrated search marketing strategies and the role of search, display, social and local within digital marketing.

1. Integrated Search Marketing
SCOTT DEROCHE
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2. #EMUDigital 2
Identify your business objectives
What are your marketing goals?
Define your key performance indicators
Goals & KPIs

3. Channel Diversity
Leverage website analytics
Monitor KPIs by marketing channel
Be channel agnostic
Question last click attribution
43%
18%
17%
8%
6%
5%
2% 1%
organic cpc direct (none) referral newsletter email blog videos
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4. Every SERP can contain
multiple channels
Multiple “optimization”
opportunities
Real estate for top terms
within organic, paid, local,
and social snippets
Text Ad
Sitelink
Sitelink
Description
Knowledge
Panel
Product
Listing Ads
Organic
Result
Trusted
Stores Rating
Location
Extension
Sitelinks
Search
Box
Organic
Sitelinks
“In the
news” /
Trending
Anatomy of
the evolving
SERPs
Social Paid Organic
Social
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5. Organic Search
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6. Researching Keyword Targets
Google Keyword Tool
Google Trends
AdWords “Search Terms” report
SEMrush.com
ubersuggest.org
keywordtool.io
soovle.com
moz.com (keyword difficulty tool)
http://google.com/complete/search?q=
GUITAR&STRINGS&output=toolbar
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7. 18.20%
10.05%
7.22%
4.81%
3.09% 2.76%
1.88% 1.75% 1.52%
1.04%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
1 2 3 4 5 6 7 8 9 10
ClickThroughRate
Google Organic Position
CTR by Organic Position
* Source Slingshot SEO http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
“Above the fold”
snippets dominate
organic
Over 75% of page-one organic clicks
originate from the first three positions
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8. Organic Traffic Takes Time
0
5,000
10,000
15,000
20,000
25,000
Organic Paid
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9. * Source http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
SEM Can Compensate for SEO
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10. 6.6%
1.9%
1.3%
1.0%
0.8% 0.7% 0.6% 0.5%
0.2%
0%
1%
2%
3%
4%
5%
6%
7%
1 2 3 4 5 6 7 8 9
ClickThroughRate
Ad Position
CTR by AdWords Average Position
Top Ad Positions
Drive Top Results
* Client study based on 3 million impressions
40% of PPC traffic driven by #1 position ads
80/20 Rule – Over 80% of PPC traffic driven
by top 3 positions
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11. Ad Extensions = Real Estate
Sitelink Extensions
Sitelink Descriptions
Call Extensions
Location Extensions
Call Out Extensions
Review Extensions
App Extensions
Also:
Product Listing Ads
Betas
540px x 240px
480px x 150px
400px x 50px
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12. Quality Score Optimization
SEO/PPC Relationship
Ad/landing page relevance
Remove low QS keywords
Use BMM to pull in long-tail
Lower costs = drive more traffic
0
1
2
3
4
5
6
7
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
QualityScore
AverageCPC
Quality Score / CPC Relationship
AVG CPC Quality Score
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13. Search Remarketing (RLSA)
Re-engage with your audience on the Search Network
Use broad search terms
Can be as effective as email lists
Site Retargeting on the GDN
Re-engage with your audience on the Display Network
Exclude these placements:
•adsenseformobileapps.com
•anonymous.google
•appspot.com
But Wait…There’s More: Retargeting
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14. @scottderoche
www.linkedin.com/in/scottderoche
Thank You!
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