mcanerin budget mix

Search Marketing Mix and Budgets

CEO Summit

Speaker: Ian McAnerin, CEO McAnerin International Inc

Namaste!

April 14, 2023 2Copyright 2009 McAnerin International Inc.

Namaste!

• Sample Budget Process• Exceptions to the rule examples

Canadian Tourism Commission

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CTC

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Challenges

• KPI’s• Many countries• Campaigns need to synergistic• Cultures search/buy differently

• Holidays / events• Tax returns• Seasonal weather

Overall Plan

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1. Estimated budget - size/importance of each market

2. Research mix: PPC, SEO, SMO, Email, Offline3. Create blocking chart4. Assign actual budgets5. Create Campaign briefs6. Implement campaigns7. Adapt as needed8. Create recommendation report

Initial Estimate

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Country or Region Population Internet Users Internet Broadband Broadband User Growth

( 2008 Est. ) Penetration (%) Subscribers Penetration (%) (2000-2008)

China 1,330,044,605 253,000,000 19.02% 48,500,000 3.65% 1024.40%

United States 301,967,681 220,141,969 72.90% 66,213,257 21.93% 130.90%

Japan 127,288,419 94,000,000 73.85% 27,152,349 21.33% 99.70%

India 1,147,995,898 60,000,000 5.23% 2,520,000 0.22% 1100.00%

Germany 82,369,548 52,533,914 63.78% 17,472,000 21.21% 118.90%

Brazil 191,908,598 50,000,000 26.05% 6,417,000 3.34% 900.00%

United Kingdom 60,943,912 41,817,847 68.62% 13,957,111 22.90% 171.50%

France 62,177,676 36,153,327 58.15% 13,677,000 22.00% 325.30%

Korea, South 49,232,844 34,820,000 70.73% 14,042,728 28.52% 82.90%

Italy 49,232,844 34,708,144 70.50% 9,427,300 19.15% 162.90%

Russia 140,702,094 32,700,000 23.24% 2,900,000 2.06% 954.80%

Canada 33,212,696 28,000,000 84.31% 7,675,533 23.11% 120.50%

Turkey 71,892,807 26,500,000 36.86% 3,632,700 5.05% 1225.00%

Spain 40,491,051 25,623,329 63.28% 7,505,456 18.54% 375.60%

Mexico 109,955,400 23,700,000 21.55% 3,728,150 3.39% 773.80%

Vietnam 86,116,559 20,573,430 23.89% 1,928,191 2.24% 9979.80%

Australia 20,600,856 16,355,388 79.39% 3,939,288 19.12% 147.80%

Poland 38,109,499 16,000,000 41.98% 2,640,000 6.93% 471.40%

Taiwan 23,001,442 15,400,000 66.95% 4,505,800 19.59% 146.00%

Netherlands 16,447,682 15,000,000 91.20% 5,388,000 32.76% 284.60%

Research Mix

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Japan – BlogsCanada – FacebookBrazil – OrkutChina – QQKorea - Naver

Trending Chart

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Trending Chart

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Blocking Chart)

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Assign Budgets

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Campaign Brief

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Flight DatesTarget Audience• Demographics• Psychographics• Primary Target EQGoals and ObjectivesKey MessageKeyword ResearchContent TargetingBudget & CurrencyCountry and Geo TargetsTarget URL’sAnalytics and GoalsRA CI – Responsible, Accountable, Consulted, Informed.

Implement Campaign

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Adapt as Necessary

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Make Recommendations

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Dhanyavad!

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