Greg Slama, manager of the search engine marketing team at One to One Interactive, shares insights on optimizing search marketing strategies for 2011, emphasizing the importance of managing queries, leveraging mobile and local search, and integrating social media efforts. The document outlines various techniques such as query management, rich ad formats, and landing page optimization to enhance ROI and campaign performance. It concludes with statistics suggesting that search marketing must adapt to current trends and highlighted the significance of collaboration across channels.

1. Search Marketing Success: Dominate Search In 2011 Greg Slama September 23, 2010 www.onetooneinteractive.com

2. Greg Slama As Manager of the Search Engine Marketing Team, Greg leads all Paid Search and Natural Search programs for OTOi clients, and provides cross-channel support to ensure optimization across all media tactics. With over nine years of experience in SEM, he understands how to translate complex goals from various departments into search strategies that meet client objectives. Since joining the firm in 2005, Greg has been instrumental in launching best-of-breed acquisition strategies for various clients in the financial services, life sciences and telecommunications industries. During his tenure, Greg has been responsible for helping to forge OTOi as an industry leader in SEM. Greg majored in Information Technology at the University of Massachusetts Lowell. Manager, Search Marketing

3. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

4. Today's Goal Discuss real opportunities you can test in Q4 Expand reach, eliminate waste and improve ROI Effectively integrate priority channels Grow your campaigns for 2011

5. Agenda Manage Queries Not Keywords Move Beyond the Engines Mobilize Your Search Strategy Get Local Socialize Your SEO Tailor Your Results Let Your Visitors Help You Optimize Hitch Yourself To The Google Wagon Educate To Integrate Budget For Failures

6. Manage Queries Not Keywords

7. Queries versus Keywords Queries Keywords Over 20% of queries performed on Google each day are new Advanced query management allows advertisers to evolve campaigns as search behaviors change

8. Designed To Bounce Query Decision Cycle Non-interest bearing account Non-Conversion Is there an alternative product to drive to? Yes No Create new ad group and drive to proper landing page Include as a Negative Match keyword

9. Keyword Matching Overview Match Type Keyword Example Ads Will Show For Ads Will Not Show For Exact [tennis shoes] tennis shoes red tennis shoes tennis shoe buy tennis shoes Phrase "tennis shoes" red tennis shoes buy tennis shoes tennis shoes photo shoes for tennis tennis shoe tennis sneakers Broad tennis shoes tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers Modified Broad +tennis +shoes Nike tennis shoes tennis shoes buy tennis shoes tennis sneakers tennis shoes Negative tennis shoes -used tennis shoes buy tennis shoes tennis used tennis shoes shoe used for tennis

10. Getting Started With Query Management Use a layered match-type approach by duplicating ad groups and targeting differently Exact match ad groups should be prioritized with higher bids Broad match used as a reconnaissance tool to continue to develop keyword lists Phrase matching is recommended for long-tail terms and queries requiring tighter control Run query reports a minimum of once a week to identify new and negative keywords based on conversion performance

11. Move Beyond The Engines

12. Where Are People Searching? YouTube generates more queries than Yahoo! Craigslist + Facebook + eBay = Bigger than Bing comScore Expanded Search Query Report June 2010 vs. May 2010 Total U.S. – Home/Work/University Locations Source: comScore qSearch Expanded Search Entity Search Queries (MM) 10-May 10-Jun Percent Change Jun-10 vs. May-10 Total Internet 24,415 24,933 2% Google Sites 14,444 14,617 1% Google 10,822 10,936 1% YouTube/All Other 3,622 3,681 2% Yahoo! Sites 2,994 3,206 7% Yahoo! 2,981 3,194 7% All Other 13 12 -8% Microsoft Sites 2,001 2,178 9% Bing 1,636 1,722 5% Microsoft/All Other 365 456 25% Ask Network 714 678 -5% ASK.COM 319 315 -1% MyWebSearch.com/ All Other 395 363 -8% craigslist, inc. 689 657 -5% AOL LLC 610 629 3% AOL Search Network 290 298 3% MapQuest/All Other 320 331 3% Facebook.com 609 621 2% eBay 647 620 -4% Fox Interactive Media 310 295 -5% MySpace 307 292 -5% All Other 3 3 0% Amazon Sites 280 290 4%

13. YouTube Channels Natural Listing Sponsored Listing

14. Ebay Store Front

15. Facebook Ads Targeted Sponsored Listing

16. Getting Started Identify the business reason for entering each space Find active channels where your audience is present Identify how customers want to interact (buy, educate, engage, tell friends) Determine digital asset requirements Build measures of success Ensure proper resourcing to support interactions

17. Mobilize Your Search Strategy

18. Mobile Search Is Growing Mobile accounts for over 10% of total queries on Google Expected to reach 20% by 2012 (RBC Capital Markets) 50% of ALL web traffic will be driven by mobile in the next 5 years (Morgan Stanley)

19. Mobile Ad Formats Sponsored Ads Search Click To Call

20. Getting Started With Mobile Search Recommended to test using 2-5% of total budget Use top performing terms (Brand & Generic) and geo-queries Run campaign independently of search (if current campaigns are opted into mobile, opt out and seperate) Segment WAP and HED separately (HED may have a drastically different user experience) Leverage campaign specific phone numbers for call tracking Use new metrics (Cost Per Call)

21. Get Local

22. The New Yellow Pages Local Search has always been a hot topic - the mobile explosion suggests this will continue Mobile users accessing business directories and Internet Yellow Pages (IYPs) increased 14% YoY (17.3MM users in 3/2010) 30% of Mobile searches on Google are Local 10% of Desktop searches on Google are Local comScore Local Search Study (2010)

23. Opportunities For Local Search Maps Listings Website Content IYPs

24. Getting Started With Local Claim and optimize maps listings while ensuring all appropriate locations are included and accurate Devise an on-site content strategy based on areas you do business (individual pages) Assess your IYP/Directory strategy (YellowPages.com, SuperPages.com, Business.com)

25. Socialize Your SEO

26. Social Media and SEO SEO should never be the primary reason to engage in social media… but Social content that is not found has no value Optimizing social content will provide more ROI for social media efforts Inbound links are the primary currency of SEO and social media can be a link building machine Visitors who engage in your social conversations tend to use the terminologies your target audience is using Social profiles tend to rank well for brand terms

27. Social SEO Opportunities… To Name A Few Also Consider Social Opportunity SEO Opportunity Expanded content, cross linking and visitor posts/commentary Tweets may rank high, real-time indexing, and great for saturating results on brand Little SEO value aside from saturating results on branded terms Great for building inbound links and capturing traffic via image searches Almost guaranteed first page ranking for your brand Builds inbound links, traffic from YouTube searchers

28. Getting Started With Social Media SEO Review the entire social media game plan for SEO opportunities Train social media stakeholders on SEO best practices Ensure SEO is not forced into the mix Keep your corporate blog within the domain (e.g. website.com/blog) as increased content and inbound links build authority Provide social bookmarking capabilities on your website Identify where your target audience socializes and engage Fill in on-site keyword gaps through social activities Build a plan to ‘announce’ new content and help real-time indexing

29. Tailor Your Results

30. Rich Ad Formats = Tailored Results New ad formats and deep link options are becoming more prevalent and provide great opportunities to cater results Enhanced ads drive higher engagement with search results Providing multiple paths (research -> purchase) can align with various level of intent and increase click through Deep linking and the inclusion of steps in the conversion path can significantly increase conversion rates

31. Paid Search Ad Format Examples Match Type Keyword Example Ads Will Show For Google Sitelinks Ability to provide multiple links within a search ad for keywords with mixed intent (now Brand and Generic terms) Yahoo! RAIS (Rich Ads In Search) Customized formats to enhance ad interactions Google Image Search Ads Ability to show images in search ads within Google Image Search Google Product Extensions Displays deep links to products within Google Search Google Local Extensions (Maps) Allows for closest map listing to be displayed based on user location and location search capability

32. Getting Started With Rich Ads Identify options which best align with your keyword types, target audience and desired actions Build a test plan based on individual capabilities (e.g. A/B or pre/post) Plan for cross-channel analysis (Branded sitelinks may cannibalize Branded SEO) Identify content that aligns with user queries based on different levels of intent and test Discuss technical feasibility of advanced options (e.g. adding step 1 of lead input)

33. Let Your Visitors Help You Optimize

34. Visitor Based (Landing Page) Optimization Buy or bounce, when the visitor is in control – the right experience is essential. Let them tell you what they want… Landing page testing is essential to conversion optimization Design tests using a ‘wave’ approach to allow for progressive improvements Use a phased approach including A/B/C and Multivariate tests Landing page optimization can provide dramatic yield and in many cases we have seen conversion rates increase by 100%

35. The A/B/C Redesign Test Design A Design B Design C

36. A/B/C Redesign Test – Winner Chosen Design A Design B Design C WINNER

37. The Multivariate Test (Based on Winner)

38. Example Wave Approach Base conversion rate before testing: 1.60% Conversion rate after wave 6: 2.60% Lift: 63% Impact of Testing on Conversion Rates Redesign Tests MVT Optimizations

39. Getting Started With Landing Page Optimization Identify the right testing platform for your organization (free or enterprise, integration with current analytics platform) Start with the highest volume keyword themes/product lines Design concepts should differ significantly, but keep a modular approach in mind for future multivariate phases Build a matrix of distinct content you want to test (message, offer, CTA, headline, image) Prepare for short term efficiency shifts but long term gains Leverage learnings to inform other web assets (organic search pages)

40. Hitch Yourself To The Google Wagon

41. Google Webmaster Tools Overview Google has become more transparent regarding SEO and this tool provides data on crawling, indexing , traffic and provides diagnostics to fix potential SEO pitfalls Find out how Google ‘sees’ your website Analyze search data and identify new opportunities Diagnose issues and receive alerts Get inbound link information (limited, but powerful) Communicate site changes Matt Cutts Head of Google’s Web Spam Team

42. Getting Started With Webmaster Tools Verify your website – various options (upload file, add META tag, add DNS record or link to Google Analytics) Submit your sitemap – an XML sitemap is recommended Review settings such as geographic target, preferred domain and parameter handling Review diagnostics to identify crawling issues, crawl statistics and duplicate Titles and Descriptions

43. Advanced Webmaster Tools Options Site Performance Google factors page load time in it’s ranking algorithm and improving this metric can impact your visibility and user experience This site could be sped up If issues are present, get suggestions

44. Advanced Webmaster Tools Options Sitelinks If you are lucky enough to get deep links listed you can review them and block links you do not want (adding links is not allowed) Sitelinks

45. Advanced Webmaster Tools Options Your Site On The Web Search Queries - shows what terms a website is triggered for and performance by position (Impressions, Clicks and CTR) Links to Your Website - identifies what backlinks Google sees and the words sites are using to describe yours Internal Links - shows which pages have the most navigational links within your site and which pages the architecture tells Google are important

46. The Case For Webmaster Tools SEO does not always have to be slow Launch new site design w/ SEO Tasks Verify website Submit sitemap Set preferred domain A recent client saw a 500% traffic increase from Google Organic within 2 days of launching a new website… and it keeps climbing Tasks Ongoing diagnostics Alerts Reporting

47. Educate To Integrate

48. The Search Channel Needs To Be Fed Media that triggers searches for products and services 42% 38% 37% 29% 11% Magazines TV Newspapers Radios Billboards Source: BIGresearch, “Simultaneous Media Usage Study” as cited in press release, February 17, 2009.

49. Educate Across The Enterprise Non-search marketers who understand the value of search can help fill your funnel Enable the assistance from other channels Educate teams with advertising influence Get involved in key planning activities to drive integration

50. Getting Started With Integration Cross training and inter-agency relationships Shared marketing calendars Unified message testing Central advertising asset repositories Regular meetings and integrated budgeting/planning

51. Budget For Failures

52. Efficiency Cannot Be The Only Goal Paid Search is likely one of your most efficient acquisition tools But many marketers are forced to leave volume on the table and are outpaced by competitors Oppressive CPA goals will let competitors leave you in the dust

53. New Approaches Require ‘Fail’ Budget Learn by doing, not just reading or spying Budget for the long term and prepare for a wide range of results Learn from non-converters and find new venues Build a portfolio with a mixed bag CPA thresholds Performance sacrifices can be mitigated

54. Getting Started With A Portfolio Approach Base Core Expansion New & fringe tactics, keyword & targeting Most efficient & proven Lower efficiency & higher competition 60% budget allocation 30% budget allocation 10% budget allocation Significantly over CPA goal Under CPA goal At or above CPA goal Continuously balance allocation to meet overall CPA goals

55. Conclusion

56. Let’s Wrap It Up Query reports are your friend Search Marketing is no longer just about traditional engines Search is now in your prospects pocket Just having locations does not make a local advertiser Social media has compound effects on SEO New Ad formats = new opportunities Visitor interactions are a big opportunity to test and improve Google wants to help you with SEO (finally) Media integration drive search efficiencies Not all search spend is created equal

57. Okay, One More Thing Many of today's topics focused on Integration Channel influence Unified marketing Stayed tuned for our upcoming webinar on: Channel Attribution & Media Mix Modeling w/ Lisa Evans, SVP Measurement & Analytics

58. Questions? Greg Slama [email_address] For copies of the presentation or further info on OTOinsights services please email: [email_address]

59. Future Webinars from One To One Interactive Join us for our next Webinar On November 4 th at 11 AM Eastern Time: “ Human-Centered Marketing With Jeremi Karnell, President One to One Interactive Register at: http://bit.ly/d3jxV8