Search marketing, Find the good media mix

SEARCH ENGINE MARKETING
January 5, 2011
NETBOOSTERASIA INC.

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010

UNTIL RECENTLY
MARKETING WAS ALL ABOUT
IMPRESSION & REACH

GET EXPOSURE FOR YOUR BRAND


ONLINE IT WAS SIMPLY
TRANSLATED
INTO BANNERS


WHAT IS THE SPECIFICITY
OF ONLINE ADVERTISING ?


THE PATH TO PURCHASE


BANNER ADVERTISING
SOCIAL MEDIA

SEARCH, CONTENT
NETWORKS

LANDING PAGE
CORPORATE SITE

REGISTRATION - LEAD


WE WANT TO
PUSH THE CONSUMER
TO MOVE FROM
ONE STEP TO THE NEXT ONE


HOW DO WE FOLLOW
OUR CONSUMER STEPS?

BANNER ADVERTISING SEARCH, CONTENT
NETWORKS
SOCIAL MEDIA

CTR CPC

LANDING PAGE - CORPORATE SITE

CPL

REGISTRATION - LEAD


SEARCH ENGINE MARKETING
IS OFTEN REDUCED TO
ADVERTISING ON
GOOGLE,
AND YAHOO!


WHILE IN FACT
IT S MUCH MORE
THAN THAT


TODAY WE WILL EXPLORE
2 MAJOR DIRECTIONS


ONE IS

MAKE SURE A PERSON FIND
WHAT HE IS LOOKING FOR WHEN
HE NEEDS TO

SEARCH


THE OTHER ONE IS

INTERCEPT SOMEONE NOT LOOKING
FOR OUR OFFERS
BECAUSE WE THINK WE ARE RELEVANT
TO HIM

DISPLAY
VS
SEARCH


IF WE LOOK FIRST AT
HOW WE
SEARCH FOR INFORMATION


GOOGLE & YAHOO SHOW SIMILAR PATTERNS:


WE ONLY LOOK AT
THE TOP OF
THE RESULT PAGE

TOP RESULTS GOT
MOST OF THE
TRAFFIC


EYES TRACKING
STUDY CONFIRMED
THIS BEHAVIOUR


PAID VS ORGANIC

PAID SEARCH
RESULTS

ORGANIC
RESULTS


HOW TO ?

BE PROPERLY POSITIONED
ON ORGANIC SEARCH

SEO


POSITIONING IS ALL
ABOUT KEYWORDS AND
CONTENT

SEARCH ENGINES READ AND
UNDERSTAND EVERY CONTENT IT
INDEXES
FROM TEXT, TO IMAGE TO VIDEO

PROPER VISIBILITY TODAY IS
ABOUT SEMANTIC


HOW SEARCH ENGINES INDEX A SITE?

A NEW WEB SITE OR PAGE IS POSTED, LINKED TO, OR HAS ITS
CONTENT ALTERED



SE’S SPIDERS CRAWL THE PAGE



CRAWL TEXT, IMAGE DESCRIPTIONS, META DATA, PAGE
TITLES, AND URL



FOLLOW LINKS, COUNT LINKS IN AND OUT


INDEX KEY TERMS, COUNT WORD FREQUENCY

Search
Wiki
Engine
SEO
SEM

Web



WEIGHT ALGORITHM

Other Pages
This Page



SITES ARE RANKED ACCORDING TO THEIR
KEY TERM RANK
10 Tons

9 Tons
8 Tons

6 Tons


IF WE SUMMARIZE
SEO IN 1 SENTENCE


NOTHING NEW HERE…


BUT IN FACT THERE IS A MAJOR
CHANGE
HAPPENING IN THE WORLD OF SEARCH


GOOGLE INSTANT
GIVES ANSWER ON THE FLY


CUSTOMIZATION OF THE SEARCH IS
CHANGING THE RULES

FRESHNESS BECOME
A KEY FACTOR


AS MARKETER

OUR JOB IS TO
ANTICIPATE
WHAT OUR CLIENT
WILL SEARCH WHEN
THINKING ABOUT OUR
PRODUCTS


1
PRODUCT

2
PROJECT

3
BRAND

http://searchengineland.com/giving‐customers‐what‐they‐want‐a‐search‐behavior‐analysis‐45171

BUILD A
KEYWORD TREE
TO MAKE SURE
YOU FULLY
COVER YOUR
FIELD


TOOLS TO HELP YOU IDENTIFY THESE
KEYWORDS

KEYWORD TOOL
https://adwords.google.com/select/KeywordToolExternal

GOOGLE INSIGHT
http://www.google.com/insights/search/


KEYWORDS

KEYWORD TOOL
https://adwords.google.com/select/KeywordToolExternal


KEYWORDS
GOOGLE INSIGHT


KEYWORDS

GOOGLE INSIGHT


NOW THAT WE
KNOW ON WHAT
TO POSITION
OURSELVES

IT S TIME TO
ADVERTISE


WHAT IS PAID SEARCH ?

PAID SEARCH
RESULTS

ORGANIC
RESULTS


WHAT IS PAID SEARCH ?


CHOOSE YOUR KEYWORDS

Keyword Generation
• Choose a wide range of keywords (The Long Tail)
• Consider user intent
– Use customer lingo, not just industry lingo
• Group thematically and linguistically
– These become your Ad Groups
• Also:
– Synonyms
– Misspellings
– Geographic keywords
– Brand and Trademarked terms


CREATE THE AD-TEXT

http://adwords.google.com/support/aw/bin/static.py?hl=en&pa
ge=guide.cs&guide=23640


RUN AND OPTIMIZE

OPTIMIZATION IS DRIVEN BY CPA
IF “GROUP/KEYWORDS” GOT A LOT OF TRAFFIC BUT NO
CONVERSION ON SITE.
SO IT HAS BEEN PAUSED


MAIN POINTS OF OPTIMIZATION

1. CPC BIDDING ADJUSTMENT PER KEYWORD
2. ON/OFF KEYWORDS
3. CREATIVE AD-TEXT
4. A/B TESTING

WITH ONE GOAL IN MIND

ROI


SOME ADVICES:

DON’T DO IT YOURSELF
ASK YOUR AGENCY TO DO IT FOR YOU

GIVE THEM A CLEAR ROI TARGET

BE READY TO INITIALLY SPEND MORE BUDGET
TO BUILD CAMPAIGN HISTORY


YOU MIGHT HAVE THIS LAST QUESTION

SHOULD I ADVERTISE
ON GOOGLE
OR
ON YAHOO!


IS EVERYTHING
OK ?


REMEMBER THAT WE HAVE
2 MAJOR DIRECTIONS


THE OTHER ONE IS

CATCH SOMEONE BROWSING
BECAUSE WE THINK OUR OFFER IS
RELEVANT TO HIM

DISPLAY
VS
SEARCH


WHEN YOU LAUNCH A
NEW PRODUCT
OR
PUSH A PRODUCT NOT
WIDELY KNOWN


EVEN IF SEARCH IS EFFICIENT
IF YOU HAVE NO VOLUME
YOU WON’T REACH YOUR OBJECTIVE


WHAT CAN INFLUENCE THE SEARCH
VOLUME
?


WE WILL EXPLORE 6
PLACEMENT STRATEGIES


AUDIENCE TARGETING

CONTEXTUAL TARGETING

EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

RON


AUDIENCE TARGETING

WHEN A PUBLISHER GIVES US
A WAY TO TARGET THE DEMOGRAPHY
OF OUR AD


AUDIENCE TARGETING


ADVERTISE IN THE CONTEXT OF WHAT
THE USER IS BROWSING


AUDIENCE TARGETING


EFFICIENCY PRICING

MODEL ON COST PER CLICK
ENGAGEMENT


AUDIENCE TARGETING


EFFICIENCY PRICING

PREMIUM PRICING

PREMIUM PLACEMENT IN A PUBLISHER
SITE


AUDIENCE TARGETING


EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

AD CUSTOMIZED FOR USER WHO
ALREADY SAW THE AD BEFORE


AUDIENCE TARGETING


EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

RON

CONTENT NETWORK, RUN OF SITE


RELATIVE REACH OF EACH PLACEMENT
STRATEGY


LIFT IN SITE VISITATION
AND BRAND SEARCHES
AFTER 4 WEEKS

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Money Moves to Digital, Where Should It Go” Comscore study Sept 2010
Source: “When

RON, EFFICIENCY, AND CONTEXTUAL
DELIVER LARGE AUDIENCE SO IMPACT
ON SITE VISITATION

GOOD TO PUSH TRAFFIC TO SITE


PREMIUM AND AUDIENCE GOOD LIFT
IN TRADEMARK SEARCH

CREATE BRANDING AT THE COST OF
THE REACH


RETARGETING BEST CHANNEL TO
GENERATE LIFT FOR BOTH
SITE VISITATION AND SEARCH

LARGE MEDIA PARTNER WILL ENSURE
EFFFECTIVENESS AND REACH ABILITY


IF WE LOOK AT
THE LOCAL MEDIA
LANDSCAPE


2 PLAYERS ARE WAY AHEAD

76.5% Reach 69% Reach

FOLLOWED BY SMALLER SITES:
BLOGSPOT 21.9%
TWITTER 11.4%
SULIT 10.2%

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Google AdPlanner December 2010

DO WE HAVE A LIFT IN SEARCH
WHEN USING DISPLAY ?


ONE OF THE MOST OFTEN ASKED QUESTION
ON THE MEDIA MIX

WHAT ABOUT OFFLINE VERSUS ONLINE
DO WE HAVE COMPLEMENTARY EFFECT?


CONVERSION RATE INDEX

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Source: “Actionable analytic” Razorfish

IF MEDIA CHANNELS INTERACT TO
INFLUENCE CUSTOMER BEHAVIOUR,

ARE WE SURE THAT WE CORRECTLY
ATTRIBUTE SALES TO
THE GOOD CHANNEL?


COMMON BELIEVE:
100% OF THE CREDIT FOR A CONVERSION
IS GIVEN TO THE LAST CLICK


NICHE SITES CAN BE THE STARTING POINT
WHICH LEAD TO A CONVERSION

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Source: “Actionable analytic” Razorfish

HOW TO BE ABLE TO GO AT
THIS LEVEL OF DETAILS ?


GETTING THE RIGHT TOOLS
ADSERVING PLATEFORM WITH STRONG
ANALYTICAL CAPABILITIES

EXAMPLE MEDIAMIND


PLAN CAREFULLY YOUR CAMPAIGN

CONSIDER ALL CHANNELS FROM
SEO, TO SEARCH AND DISPLAY

ALWAYS KEEP IN MIND YOU ROI TARGET


THANK YOU

LAURENT GOIRAND
CEO, NETBOOSTER ASIA
LGOIRAND@NETBOOSTERASIA.COM


Search marketing, Find the good media mix

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