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TRANSCRIPT
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Presented For: TCAAN Annual Conference
Presented By: ADINA ZAIONTZ
From Clicks to Conversions Using Search Marketing to Drive Targeted Traffic and Build Your Brand
Yahoo! Proprietary and Confidential. © 2007 All Rights Reserved
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
SEO: Search Engine
Optimization
Search Marketing Tools - PPC
1
2
3
4
5
6
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2 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Are consumers finding my client easily
with a web search?
Where is my client appearing
in search engines?
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3 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Goal: learn how we went from this:
Page 3, #31-
Where is my client appearing
in search engines?
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4 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
To this: page 1, #2
Without ever hiring a programmer
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
Search Marketing Tools - SEO
Search Marketing Tools - PPC
1
2
3
4
5
6
![Page 7: Az tcaan q12008_v4 - copy](https://reader033.vdocument.in/reader033/viewer/2022042714/54b4c8ed4a7959bd488b45de/html5/thumbnails/7.jpg)
Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
If you build it, they will come…
Only in Your Dreams…
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7 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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
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8 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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
you. You don’t have to look for
them.
Online media is a more
“interactive” way to
reach your audience.
Traditional media is a passive
way to reach your target
audience.
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9 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
22%26%
2%4%
17%
5%
35%
12%
21% 21%
6%
2%
25%
3%
Time Spent
Ad Spend Opportunity
Knocks
The average person
consumes 15% of their media online.
When using
Broadband, the
number jumps to 25%.
Media Consumption vs. Advertising Dollars Spent
Network Cable Radio Magazine Newspaper Internet Other
Source:
Time Spent SRI Knowledge Networks, Spring 2005
Ad Spend TNS AdSpender 2005
Areas of
inefficiency
Areas of
opportunity
Leverage the
Disconnect!
Search Industry Landscape 5
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10 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Most Cost Efficient Channel
Average Cost Per Customer Acquisition
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” October 2006
$8.50
Search Yellow
Pages
Online Display
Ads
E-mail Direct Mail $0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
$70
$20
$50
$60
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
Search Marketing Tools - SEO
Search Marketing Tools - PPC
1
2
3
4
5
6
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12 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Canadians love the web!
3 out 4 Canadians
are online
They are online
on average 80
minutes a day
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13 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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, 2006
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14 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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 UK , 2007
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15 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Canadians use search to make purchase decisions
Canadians perform more than 90
million searches a day.
78% of Canadians online will use
search engines to research online
and offline purchases.
27% of those who researched
product information online.
45% of those who searched for
product information online still
purchased via offline retail.
Source: ComScore qSearch, Canada All Locations, October 2007 to January 2008
2,300
2,400
2,500
2,600
2,700
2,800
2,900
Oct-07 Nov-07 Dec-07 Jan-08
Se
arc
he
s (
MM
)
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16 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Being on the front page of
search results is vital
62% of search engine users don’t look past the 1st page of results.
23%
39%
9% 10%
19%
Only a
few
First
page
First 2
pages
First 3
pages
More
than 3
pages
Search Engine Users – Rarely go beyond the first page of results
Source: iProspect April 2006
3 Searcher Behavior
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
Search Marketing Tools - SEO
Search Marketing Tools - PPC
1
2
3
4
5
6
![Page 19: Az tcaan q12008_v4 - copy](https://reader033.vdocument.in/reader033/viewer/2022042714/54b4c8ed4a7959bd488b45de/html5/thumbnails/19.jpg)
18 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
How do search engines work?
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19 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
1. New web site is posted, linked to, or has its content
altered
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20 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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21 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Page 1, #1 under “hotels halifax”
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22 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
2. SE’s spiders crawl the page
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23 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Skims text, image descriptions, meta data, page titles,
and URL
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24 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
How a Search Engine Crawler Sees the Valhalla Inn site
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25 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
How a Search Engine Crawler Sees the Prince George Hotel Site
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26 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
3. Index key terms, count word frequency
hotel Thunder Bay
Spa Inn
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27 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Follow links, count links in (backlinks), links out, and links within site
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28 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Links within site: make page more crawlable – Valhalla Inn
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29 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Backlinks: show relevancy to search engine
Backlink summary for Valhalla Inn
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30 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Backlinks – use your local network to your advantage
Backlink summary for Prince George Hotel
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31 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
4. Search Engine Assigns Weight Algorithm
This Page
Other Pages
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing and SEO
Search Marketing Tools - SEO
Search Marketing Tools - PPC
Other Search Marketing Tools
1
2
3
4
5
6
7
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33 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
organic listings
paid listings
paid listings
paid listings
Where are paid/ organic listings located?
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34 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
PPC
PPC
PPC
SEO/ SEM
organic listings
paid listings
paid listings
paid listings
Pay Per Click Vs. Search Engine Optimization
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35 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
If “organic” listings are free, we’d be better off there, right?
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.
2. May require changes to the website which
can require programming, and be time
inefficient and costly.
Pay-Per-Click (Paid listings) SEO (Organic Listings)
1. Need Immediate Results. A basic campaign
can be up and running and driving visitors to
your web site in a matter of hours.
2. Flexible in changing campaigns to work with
existing website.
Vs.
3. Does Not Guarantee Top Placement. 3. Searchers are more prone to click on top
paid listings as opposed to organic listings.
Best of Both
1. Takes longer to optimize for organic search
listings. It can also take a lengthy amount of
time to be indexed.
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
Search Marketing Tools - SEO
Search Marketing Tools - PPC
1
2
3
4
5
6
![Page 38: Az tcaan q12008_v4 - copy](https://reader033.vdocument.in/reader033/viewer/2022042714/54b4c8ed4a7959bd488b45de/html5/thumbnails/38.jpg)
37 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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.
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Today we’ll cover
Why Search Marketing?
How Canadians are using
search
Search Engine Basics
SEM: Search Engine Marketing
Search Marketing Tools - SEO
Search Marketing Tools - PPC
1
2
3
4
5
6
![Page 40: Az tcaan q12008_v4 - copy](https://reader033.vdocument.in/reader033/viewer/2022042714/54b4c8ed4a7959bd488b45de/html5/thumbnails/40.jpg)
39 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
How Paid Search (Pay Per Click)
Marketing Works
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40 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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41 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
How does PPC work?
vacation packages
Hotels at The Travel Agency Book your hotel here. Save 40%
on hotels at The Travel Agency.
www.thetravelagency.com
The Travel Agency’s ad
may appear in the
search results page.
The Travel Agency
pays only when its ad is
clicked. This method is
called Pay-Per-Click.
A potential customer
types in the keyword
“vacation packages” in
the search browser.
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42 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Getting Started with Paid Search
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43 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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.
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44 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
1. Target Customers by Geographic Location
•Select entire
US and
english
speaking
Canada
OR
•Select
specific cities
and/ or
provinces
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45 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
2. Choosing Keywords: start with what’s already
on your website
1. Choose Keywords
Hotels
Destination Guides
Cruises
Travel Deals
Vacation Packages
Flight Deal
Las Vegas
2. Create Ad
Hotels at Travelocity
Book your getaway here. Save on
Hotels Anywhere, Anytime.
www.Travelocity.com
Title/ Heading
Description
URL
3. Set Your Bid Price
52 cents per click
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46 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Ford dealer Toyota
dealer
GM dealer
Honda dealer
Lexus dealer
green car 4-door 4 wheel-drive
SUV hybrid moon roof electric
car special offers Ford hybrid
Toyota hybrid Lexus hybrid
Honda hybrid
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47 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
green car 4-door 4 wheel-drive
SUV hybrid moon roof electric
car special offers Ford hybrid
Toyota hybrid Lexus hybrid
Honda hybrid
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48 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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49 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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
Managing your Ad Groups
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50 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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
Managing your Ad Groups
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51 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Campaign
Ad Group
Keywords
Ad
Ford Escape Hybrid 2008
Ford Escape About
Ford Escape Hybrid SUV
Ford Escape Hybrid exterior
Ford Escape Hybrid accessories
Ford Escape Hybrid options
Ford Escape Hybrid
The Most Fuel Efficient SUV On
The Planet. With No Compromise.
www. Ford.ca
Structure at a glance
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52 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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
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53 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
4. Create your ad
•Made up of title, description and URL
•40 character limit: title
•70 character limit: description
•Tips:
oConcise and factual
oPrecise
oNot salesy
oStrong call to action
oURL should take people back to URL related to
keywords
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54 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Hotels at The Travel Agency
Book your hotel here. Save up to 40%
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More Relevant Relevant
With so many advertisers out there, what determines my ad
ranking?
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55 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
6. Track results and test! A tale of two ads with different
copywriting
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56 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
6. Track your results – Daily performance report
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57 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
6. Track your results – keyword performance
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58 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Track clicks by geographic source
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59 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
6. After the click - Tracking your results – Other Tools to Track
Conversions
•Yahoo “Full Analytics” Analytics tool
OR
•Conversionruler.com
•ClickTracks.com
•WebTrends PRO
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60 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
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.
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Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved
Contact :
SMB search site: http://tinyurl.com/4nk8ev
Q u e s t i o n s ?
THANK YOU