The presentation discusses using search marketing to drive targeted traffic and build brands. It covers why search marketing is important given that Canadians spend much of their online time conducting searches. It then discusses key search engine marketing concepts like search engine marketing (SEM) and search engine optimization (SEO) to help businesses improve their search engine rankings and visibility. The goal is to learn how to move a business from low search engine result pages to the top through search marketing techniques without hiring programmers.

1. Presented For:
From Clicks to TCAAN Annual Conference
Conversions Presented By:
ADINA ZAIONTZ
Using Search Marketing to Drive
Targeted Traffic and Build Your Brand
Yahoo! Proprietary and Confidential. © 2007 All Rights Reserved
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

2. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll 4 SEM: Search Engine
cover Marketing
5 SEO: Search Engine
Optimization
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

3. Where is my client appearing
in search engines?
Are consumers finding my client easily
with a web search?
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 2

4. Where is my client appearing
in search engines?
Goal: learn how we went from this:
Page 3, #31-
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 3

5. To this: page 1, #2
Without ever hiring a programmer
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 4

6. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll 4 SEM: Search Engine
cover Marketing
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

7. If you build it, they will come…
Only in Your Dreams…
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

8. Your client’s front door is only as good as the number
of people who walk through it
To walk through…
they have to find the door
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 7

9. What is the difference between Search Marketing and
other forms of advertising?
Search – Pull Marketing Traditional – Push Marketing
CUSTOMER CUSTOMER
Your customers are searching for Traditional media is a passive
you. You don’t have to look for way to reach your target
them. audience.
Online media is a more
“interactive” way to
reach your audience.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 8

10. Search Industry Landscape 5
Media Consumption vs.
Advertising Dollars Spent
Time Spent
Ad Spend Opportunity
35%
Areas of Areas of
Knocks
inefficiency opportunity The average person
26% 25%
22% consumes 15% of their
21% 21%
17% media online.
12%
6%
When using
4% 5% Broadband, the
3% 2% 2%
number jumps to 25%.
Network Cable Radio Magazine Newspaper Internet Other
Leverage the
Disconnect!
Source:
Time Spent SRI Knowledge Networks, Spring 2005
Ad Spend TNS AdSpender 2005 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 9

11. Most Cost Efficient Channel
Average Cost Per Customer Acquisition
$80.00
$70
$70.00
$60
$60.00
$50
$50.00
$40.00
$30.00
$20
$20.00
$8.50
$10.00
$0.00
Search Yellow Online Display E-mail Direct Mail
Pages Ads
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” October 2006
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 10

12. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll 4 SEM: Search Engine
cover Marketing
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

13. Canadians love the web!
3 out 4 Canadians
are online
They are online
on average 80
minutes a day
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 12

14. Search Engine Statistics 2007
93% of all Internet traffic is generated from
Internet search engines.
99% of Internet searchers do not search beyond
the top 30 results.
Top 10 positions receive 78% more traffic than those
in positions 11-30.
93% of global consumers use search engines
to find websites.
Source: Forrestor Research, 2006Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 13

15. Global Search Statistics 2007
Over 60% of search engine visitors use at least two
different search engines.
Searcher behaviour varies on different search
engines.
Source: TShe 'Search Landscape' , Search Engine Strategies Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Yahoo! UK , 2007 14

16. Canadians use search to make purchase decisions
Canadians perform more than 90
2,900
million searches a day.
2,800 78% of Canadians online will use
search engines to research online
and offline purchases.
Searches (MM)
2,700
27% of those who researched
2,600 product information online.
2,500 45% of those who searched for
product information online still
purchased via offline retail.
2,400
2,300
Oct-07 Nov-07 Dec-07 Jan-08
Source: ComScore qSearch, Canada All Locations, October 2007 to January 2008
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 15

17. Searcher Behavior 3
Search Engine Users – Rarely go beyond the first page of results
39%
Being on the front page of
23%
19% search results is vital
9% 10% 62% of search engine users don’t look
past the 1st page of results.
Only a First First 2 First 3 More
few page pages pages than 3
pages
Source: iProspect April 2006 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 16

18. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll 4 SEM: Search Engine
cover Marketing
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

19. How do search engines work?
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 18

20. 1. New web site is posted, linked to, or has its content
altered
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21. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 20

22. Page 1, #1 under “hotels halifax”
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 21

23. 2. SE’s spiders crawl the page
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24. Skims text, image descriptions, meta data, page titles,
and URL
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25. How a Search Engine Crawler Sees the Valhalla Inn site
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26. How a Search Engine Crawler Sees the Prince George Hotel Site
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 25

27. 3. Index key terms, count word frequency
hotel
Thunder Bay
Spa
Inn
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28. Follow links, count links in (backlinks), links out, and links within site
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 27

29. Links within site: make page more crawlable – Valhalla Inn
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30. Backlinks: show relevancy to search engine
Backlink summary for Valhalla Inn
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31. Backlinks – use your local network to your advantage
Backlink summary for Prince George Hotel
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 30

32. 4. Search Engine Assigns Weight Algorithm
Other Pages
This Page
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 31

33. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll 4 SEM: Search Engine
cover Marketing and SEO
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
7 Other Search Marketing Tools
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

34. Where are paid/ organic listings located?
paid listings
organic listings
paid listings
paid listings
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 33

35. Pay Per Click Vs. Search Engine Optimization
PPC paid listings
organic listings PPC
SEO/ SEM
paid listings
PPC
paid listings
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 34

36. If “organic” listings are free, we’d be better off there, right?
Pay-Per-Click (Paid listings) Vs. SEO (Organic Listings)
1. Need Immediate Results. A basic campaign 1. Takes longer to optimize for organic search
can be up and running and driving visitors to listings. It can also take a lengthy amount of
your web site in a matter of hours. time to be indexed.
2. May require changes to the website which
2. Flexible in changing campaigns to work with can require programming, and be time
existing website. inefficient and costly.
3. Searchers are more prone to click on top 3. Does Not Guarantee Top Placement.
paid listings as opposed to organic listings.
Best of Both
Studies show that when a paid listing is displayed beside an organic listing in the
Search Engine Results Page, this is a seal of approval for most searchers.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 35

37. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll
cover 4 SEM: Search Engine
Marketing
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

38. 5 Steps to Improve your SEO
o Make Your Page Crawlable and Search Engine Friendly
• Spider turn offs: Flash, AJAX or sites where much of the content
sits behind a user registration firewall
o Links
• within site
• outbound: the amount of sites you link to
• backlinks: the amount of sites linking to you
• authority of links: .gov or .edu domain sites linking to you
o Content
• # crawlable pages
• site architecture: site maps
o Keywords
• Long tail search: The more specific the better (i.e., “pizza”, vs.
“croation pizza with anchovies”) – result in higher relevanc
searches for your niche
• keywords in titles, metatags, and throughout site text.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 37

39. 1 Why Search Marketing?
2 How Canadians are using
search
3 Search Engine Basics
Today we’ll
cover 4 SEM: Search Engine
Marketing
5 Search Marketing Tools - SEO
6 Search Marketing Tools - PPC
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

40. How Paid Search (Pay Per Click)
Marketing Works
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41. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 40

42. How does PPC work?
vacation packages
A potential customer
types in the keyword
“vacation packages” in
the search browser.
The Travel Agency’s ad
may appear in the Hotels at The Travel Agency
Book your hotel here. Save 40%
search results page. on hotels at The Travel Agency.
www.thetravelagency.com
The Travel Agency
pays only when its ad is
clicked. This method is
called Pay-Per-Click.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 41

43. Getting Started with Paid Search
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 42

44. Yahoo Sponsored Search
1.Target Customers by Geographic Location Display your ad to
customers throughout the entire market, or select specific
regions or cities.
2.Choose Keywords Related to Your Business Enter words or
phrases related to the products and services your business
provides.
3.Tell Us How Much You'd Like to Spend Specify your daily
spending limit and maximum bid.
4.Create Your Ad Write the ad that will be displayed to
prospective customers.
5.Activate or Save Your Ad Review your ad and activate it by
entering your billing information, or save it until you are ready to
activate.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 43

45. 1. Target Customers by Geographic Location
•Select entire
US and
english
speaking
Canada
OR
•Select
specific cities
and/ or
provinces
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 44

46. 2. Choosing Keywords: start with what’s already
on your website
3. SetCreate AdPrice
2. Your Bid 1. Choose Keywords
Hotels
Destination Guides
Title/ Heading Hotels at TravelocityCruises
Description Book your getaway here. Save on
52 cents per click Travel Deals
Hotels Anywhere, Anytime.
URL www.Travelocity.com Vacation Packages
Flight Deal
Las Vegas
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 45

47. green car 4-door 4 wheel-drive
SUV hybrid moon roof electric
car special offers Ford hybrid
Toyota hybrid Lexus hybrid
Honda hybrid
GM Lexus
dealer dealer
Ford
dealer Honda
Toyota
dealer
dealer
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 46

48. green car 4-door 4 wheel-drive
SUV hybrid moon roof electric
car special offers Ford hybrid
Toyota hybrid Lexus hybrid
Honda hybrid
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 47

49. Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 48

50. Managing your Ad Groups
About
Ford Escape Hybrid SUV
Ford Escape Hybrid exterior
Ford Escape Hybrid accessories
Ford Escape Hybrid options
Buy
purchase Ford Escape Hybrid
Ford Escape Hybrid sales
buy Ford Escape Hybrid
Ford Escape Hybrid for sale
Price
Ford Escape Hybrid pricing
Ford Escape Hybrid quote
Ford Escape Hybrid lease
Ford Escape Hybrid finance
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 49

51. Managing your Ad Groups
Build
design Ford Escape Hybrid
customized Ford Escape Hybrid
custom Ford Escape Hybrid
build Ford Escape Hybrid
Test Drive
Ford Escape Hybrid road test
test drive Ford Escape Hybrid
test drive Escape Hybrid
test drive 2008 Escape Hybrid
Photos
Ford Escape Hybrid pictures
Ford Escape Hybrid photos
Ford Escape Hybrid pics
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 50

52. Structure at a glance
Campaign Ford Escape Hybrid 2008
Ad Group Ford Escape About
Ford Escape Hybrid SUV
Keywords
Ford Escape Hybrid exterior
Ford Escape Hybrid accessories
Ford Escape Hybrid options
Ford Escape Hybrid
Ad
The Most Fuel Efficient SUV On
The Planet. With No Compromise.
www. Ford.ca
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 51

53. 3. Set bid amount and daily budget
•Select daily spending limit - $5 - $50
•Questions to ask yourself:
o What are my profit margins?
o How much do I want to pay for every lead?
o What kind of conversion goals do I have?
o How much “mad money” do I have to experiment with?
o My tip: start with a small campaign until you get
comfortable with the process
•Cool tool:
o Cost per Customer Acquired Calculator
o http://www.roi-web.com/calculator.shtml
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 52

54. 4. Create your ad
•Made up of title, description and URL
•40 character limit: title
•70 character limit: description
•Tips:
o Concise and factual
o Precise
o Not salesy
o Strong call to action
o URL should take people back to URL related to
keywords
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 53

55. With so many advertisers out there, what determines my ad
ranking?
hotels
Relevant More Relevant
Super Hot Savings Hotels at The Travel Agency
Hot deals on all 4 star ratings! Book your hotel here. Save up to 40%
Click here for savings! on hotels at The Travel Agency.
www.thetravelagency.com www.thetravelagency.com
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 54

56. 6. Track results and test! A tale of two ads with different
copywriting
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57. 6. Track your results – Daily performance report
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58. 6. Track your results – keyword performance
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59. Track clicks by geographic source
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 58

60. 6. After the click - Tracking your results – Other Tools to Track
Conversions
•Yahoo “Full Analytics” Analytics tool
OR
•Conversionruler.com
•ClickTracks.com
•WebTrends PRO
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 59

61. Why Add Search to Your Service Portfolio?
•Put your client where their customers can find them.
•Low cost marketing service “staple” and steady
stream of income
•Relatively easy to administer OR have Yahoo!
manage campaigns for you
•Get analytics and learning that drive subsequent
campaigns
• If they're not getting it from you, they may be
getting it somewhere else.
•Position yourself as technology solutions leader for
your clients.
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved 60

62. THANK YOU
Questions?
Contact :
adina@yahoo-inc.com
ca-advertise@yahoo-inc.com
SMB search site: http://tinyurl.com/4nk8ev
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved