The document discusses strategies for search engine marketing (SEM) in the classified advertising sector. It notes that 25-90% of traffic for classified sites comes from organic and paid search listings. The document considers whether search engine optimization (SEO) or pay-per-click (PPC) is better, but argues that combining the two approaches provides the maximum exposure in search engine results. Different client needs and perspectives on SEM are also examined. The presentation concludes that an effective SEM strategy must be tailored to each project's specific goals and incorporate SEM into the overall marketing strategy and mix.

1. SEM strategies for the classified sector How to gain maximum profits out of search? Maciej Gałecki bluerank Miami, Nov 7th, 2008 Your way to be no.1 in search engines worldwide… 1 Miami General Meeting 2008, November 5-9th, 2008

4. Question: SEO or PPC? It’s all about competition SEO PPC Links Content Quality Yes? No? All? To improve content, build links (SEO) or work on campaign quality (PPC)? Your way to be no.1 in search engines worldwide… 4 Miami General Meeting 2008, November 5-9th, 2008

5. Question: SEO or PPC? Specifics of SEO and PPC Your way to be no.1 in search engines worldwide… 5 Miami General Meeting 2008, November 5-9th, 2008

6. SEM strategy Why to plan Search Engine Marketing in the long term? SEM strategy is about combining SEO & PPC (as the main channels) in order to: Emphasizebenefits Reducedisadvantages Your way to be no.1 in search engines worldwide… 6 Miami General Meeting 2008, November 5-9th, 2008

7. Planning SEM strategy SEM is not a standaloneactivity It should also be a part of Marketing Mix: SEM Media convergency Marketing MIX Your way to be no.1 in search engines worldwide… 7 Miami General Meeting 2008, November 5-9th, 2008

8. Media convergency How does offline influence on online? Domiporta.pl, TV spot Your way to be no.1 in search engines worldwide… 8 Miami General Meeting 2008, November 5-9th, 2008

9. Question: Whatis YOUR experiencewithcombiningoffline and online(SEM) e-marketing activities? Doesitreallywork? Your way to be no.1 in search engines worldwide… 9 Miami General Meeting 2008, November 5-9th, 2008

10. SEO or PPC? Or both? Pros and cons of different approaches SEO PPC Do youhave time to wait for results…? Isitreallycheap…? SEO & PPC = = maximumexposureinsearchlistings Your way to be no.1 in search engines worldwide… 10 Miami General Meeting 2008, November 5-9th, 2008

11. A simple way of combining SEO with PPC Possible scenarios Switching on / off PPC givesnewpossibilities = a constantexposureinlistings: SEO – NO / PPC - YES SEO – YES / PPC - NO Your way to be no.1 in search engines worldwide… 11 Miami General Meeting 2008, November 5-9th, 2008

12. SEO or PPC – not a question anymore It’s WORTH combining both channels What if we switch on PPC when successful in SEO? „Surroundeffect” – double exposureinsearchenginelistings (paid & organic) atthe same time Your way to be no.1 in search engines worldwide… 12 Miami General Meeting 2008, November 5-9th, 2008

13. SEO or PPC – not a question anymore It’s WORTH combining both channels +50% (92% queriesattracted a click) (60% queriesattracted a click) Source: Nielsen ReelResearch Your way to be no.1 in search engines worldwide… 13 Miami General Meeting 2008, November 5-9th, 2008

14. SEO or PPC – not a question anymore It’s WORTH combining both channels +92% Source: iCrossing.com Your way to be no.1 in search engines worldwide… 14 Miami General Meeting 2008, November 5-9th, 2008

15. SEO or PPC – not a question anymore It’s WORTH combining both channels SEO PPC The Synergy Effect 1 + 1 = 3 Your way to be no.1 in search engines worldwide… 15 Miami General Meeting 2008, November 5-9th, 2008

16. SEO & PPC in SEM strategy It’sWORTH combiningbothchannels 2 x 2 = 8  Source: iCrossing.com Your way to be no.1 in search engines worldwide… 16 Miami General Meeting 2008, November 5-9th, 2008

17. Question: Whatis YOUR experiencewithcombiningSEO and PPC? Doesitreallywork? Your way to be no.1 in search engines worldwide… 17 Miami General Meeting 2008, November 5-9th, 2008

19. SEO preferred to PPC;

21. Youcannot be 100% surewithresultsinthefuture? Your way to be no.1 in search engines worldwide… 18 Miami General Meeting 2008, November 5-9th, 2008

23. PPC only;

25. Unstableresults – theyare as long as youspendmoney;Your way to be no.1 in search engines worldwide… 19 Miami General Meeting 2008, November 5-9th, 2008

28. …so we turn to „We can’twait” model Your way to be no.1 in search engines worldwide… 20 Miami General Meeting 2008, November 5-9th, 2008

30. One channel: SEO or PPC at a time;

33. Aggresive exposure – really eye-catching;

35. Maximum traffic – certainly;

36. Brand recognition and awareness – certainly! Your way to be no.1 in search engines worldwide… 22 Miami General Meeting 2008, November 5-9th, 2008

38. Ifthekeywordconverts – „Maximumtraffic – thisisimportant to us”;

42. Test differentapproaches – alsothebadones.Your way to be no.1 in search engines worldwide… 24 Miami General Meeting 2008, November 5-9th, 2008

43. SEM is not onlyaboutsearchresultspages Don’tforgetcontextualadvertising A succesful SEM strategyincorporatesotheropportunitiesdelivered by searchengines – likecontenttargetting. Your way to be no.1 in search engines worldwide… 25 Miami General Meeting 2008, November 5-9th, 2008

44. SEM is not onlyaboutsearchresultspages Don’tforgetcontextualadvertising Result: Widereachin a short time withmultiple ad formatsbringingcheaptraffic. Your way to be no.1 in search engines worldwide… 26 Miami General Meeting 2008, November 5-9th, 2008

46. A coherentcommunication;

47. Makinguse of media convergency;

48. Example: an articlementioningyourbrand / website – areyousurethereisalways a link available for theinterestedpeople?Your way to be no.1 in search engines worldwide… 27 Miami General Meeting 2008, November 5-9th, 2008

50. Homepage (1);

51. „Place an ad” (2);

52. Importantsections, e.g. „cars” (3, 5);

53. PR news (6);

54. Web 2.0 – forum, RSS (7, 8);

55. 2 otherbrands of the company (4, 10);

56. Wikipedia (9);NO negativeentries! Your way to be no.1 in search engines worldwide… 28 Miami General Meeting 2008, November 5-9th, 2008

58. Whenyoucannot do SEO withyourapplication;

59. Or whenthekeywordsaretoocompetitivein SEO;

60. Finally, whenyourcompetitorsaretoogoodin SEO Your way to be no.1 in search engines worldwide… 29 Miami General Meeting 2008, November 5-9th, 2008

62. SEM strategyissomething to plan inthelong term;

63. SEM isalwaysa part of Marketing Mix– and has to be includedinthe general marketing strategy of the company;OR… „Ifyouarelistednowherein Google, youdon’texist” Your way to be no.1 in search engines worldwide… 30 Miami General Meeting 2008, November 5-9th, 2008

64. TheFinal Question: Which SEM approachisthe most relevant one for you? Your way to be no.1 in search engines worldwide… 31 Miami General Meeting 2008, November 5-9th, 2008

65. Thankyou, Maciej Gałecki, CEO, Bluerank 80 Gdańska street 90613 Łódź, Poland P: 004842 6323321 M: 0048 0502 224 467 m.galecki@bluerank.pl www.bluerank.pl|bluerank.blogspot.com Your way to be no.1 in search engines worldwide… 32 Miami General Meeting 2008, November 5-9th, 2008