keynote search engines and your business

8/14/2019 Keynote Search Engines and Your Business

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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.

Search in 60 Minutes!


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Media Trends


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3

HOME

WORKMOBILE

We are exposed to content through multiplefacets of our lives, everywhere we go


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We live in a new Media Environment

2:28 Hrs

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4:29 Hrs

2:10 Hrs

0:16 Mins 0:25 Mins

0:29 Mins

1:15 Hrs

4:03 Hrs

8:13 Hrs


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5

We see more people turning to online because its muchmore efficient in terms of time and money.

Michael Boylson, CMO, J.C. Penney

Consumers Go Online

-11% same-storesales

+21% online sales

-7.4% same-store sales

+8.7% online sales

Source: The New York Times, To Save Gas, Shoppers Stay Home and Click, July 2008.

Q1 2008:


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Youve got 3 options to get to a website

Search

Online Display

URL


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Search


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Search: One of the Most Popular OnlineActivities

192MOnline searchers in the US

Almost half of all US Internet users search online

on a typical day up from one-third in 2002 rivaling email in popularity.

1. comScore qsearch, June 2008, (divided over 30 days for daily value)2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.


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Search Engine Market Share
http://search.aol.com/http://www.ask.com/http://www.baidu.com/http://www.bing.com/http://www.yahoo.com/http://www.google.com/


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Search Results

Sponsored / Paid ListingsNatural / Organic Results


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Value of Search and The Critical Moment People actually read search ads and listings


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Search Engine Optimization (SEO)

Natural / Organic Results

95% of NaturalSearch traffic comes

from Page 1


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Search Engine Marketing (SEM)

Sponsored / Paid Listings

SEM is paid for on aCost-per-Click basis


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Examples of Yahoo! SEM


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Source: eMarketer

Less than 9% of consumers go more than three pages deep into anaverage search.

Importance of SEO and SEM


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Sponsored / Paid Listings

Ad Position Is Determined By The Ad Rank Equation

Max CPC x Quality Score

Keyword CTR

Relevance of Ad Text Historical Keyword Performance Landing Page Quality

Ad Rank: The Basics


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Search Engine Marketing Key Points to Note

Although all paid search is cost-per-click is, it is not all served and optimized the same way

Google sponsored text link rankings are based on a combination of CTR and CPC bid bykeyword, not solely dictated by the highest bidder. Therefore, targetability and highestrelevance of keyword by advertiser is rewarded. This model best serves the end users searchexperience

YSM just changed their model to mirror Googles model (previously, it was a pure auctionmodel that went to the highest bidder).

Editorial guidelines are stringent Text and resulting landing pages against purchased terms must be highly relevant, this keeps

the integrity of the search experience in tact for both the suppliers and the users

This is also optimal for performance

Yahoo and Google search pages are just a portion of actual search activity on the Web

Both suppliers serve up search listings to hundreds of Web sites or power many Web sites

search functions Additionally, both search engines engage in content targeting this is when the search

supplier purchases ad space on a Web site, then fills the ad space with search listings relevantto the content on the page


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Search. The impact

Looked at a site I

didnt intend to

because it was one

of the first few

results

Search introducedme to brands that I

previously wasunaware of

I expect brand

leaders to be

consistently in

the top results

79%

61%

56%


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Prime Shelf Space

The typical searcher will look at 3 to 5 resultsbefore making their decision

(Top sponsored & Top 2 or 3 Organic)


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Approach

How can I persuade a search user to click on my ad? How can I develop copy to answer search users

question?

What does my brand have to offer that other brands

dont? Define your brands uniqueness and set it apart from

competitors

How can I make a connection and engage a search

user within the creative limitations?


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{KeyWord:Arthritis Information}Visit Our Patient Resource Center

Find Answers to Common Questionswww.Resources4Arthritis.com

Google AdWords Character Limits

Headline

Description Lines

Display URL

up to 25 characters

up to 35 characters per line

up to 35 characters

up to 35 characters*

up to 35 characters per line

up to 35 characters

VINAXA Official SiteImportant Product InformationFind Questions for Your Doctorwww.VINAXA.com

Headline

Description Lines

Display URL

Static Ad Text Creative:

Dynamic Ad Text Creative:

* To accommodate formula


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{KeyWord:Arthritis Information}Visit Our Patient Resource Center

Find Answers to Common Questionswww.esources4Arthritis.com

Yahoo Search Marketing Character Limits

Headline

Description Line

Display URL

up to 40 characters

up to 70 characters

up to 35 characters

up to 40 characters*

up to 70 characters

up to 35 characters

Headline

Description Lines

Display URL

Static Ad Text Creative:

Dynamic Ad Text Creative:

* To accommodate formula

VINAXA Official SiteImportant Product InformationFind Questions for Your Doctorwww.VINAXA.com


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Incorporate search term in Headline

Use Dynamic Keyword Insertion (where applicable) Static headlines for misspellings Incorporate call to action (see example below)

Motorola - Official StoreCheck out the Latest MotorolaPhones & Accessories - Buy Now!www.store.motorola.com

Mention Brand/Site/Product in the ad ALWAYS mention the brand

Use of Official Site and/or Official Store Sets Brand apart from competition Resonates with consumer as trusted site

Maintain Brand Identity Bid on mottos (keywords) being used in other marketing efforts

Best Practices
http://www.store.motorola.com/http://www.store.motorola.com/


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40%Search

Search Advertising is Cost Effective

* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004


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Why Saturate Your Search Opportunity?

Search marketing works

Rated the best rated form of marketing

March, 2007 CIMA/William Blair & Company Survey


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Search Marketing Provides Highest ROI

4%

1%

1%

1%

2%

2%

3%

3%3%

3%

3%

4%

4%

12%

22%

30%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35%

Other

TV

Radio

Print Magazines

Paid Inclusion

Banners

Telemarketing

POS Promotion

New spapers

Keyw ord-targeted BannersDirect Mail

Context-targeted text

Affiliate Marketing

PR

Conferences

E-mail Marketing

Organic SEO

Paid Placement

Source: IntelliSurvey, Inc. and Radar Research commissioned by Search Engine Marketing Professional Organization (SEMPO),February 2007. 227 advertisers worldwide were asked to select 3 vehicles.

Advertising/Marketing Vehicles that Provide the Highest ROI (% of Advertiser Respondents)


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Media Impact on Search


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Online Ads

80,000


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52.3% lift in the first week of exposure!

Source: Gian M. Fulgoni and Marie Pauline Mrn HOW ONLINE ADVERTISING WORKS: WHITHER THE CLICK?http://www.comscore.com/press/release.asp?press=2587

Display drives Brand Search


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And Generic Search


68.7% lift in the first week of exposureand 47.4% after 4 weeks!


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Synergy with Search

1 + 1 = 3!!!



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Television


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Search: Impacts the Entire Funnel

No awareness

Brand Awareness

Ad Awareness

Brand Familiarity

Brand Image

Purchase

Looking for a product?

Need additional info?

Brand interaction?

Ready to Purchase?

SEARCH

Nielsen / NetRatings

If your advertisement is not there theproduct is not in the consumers mind at acritical time in the funnel.

Your competition could be.


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Search Misc.


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June 2006, Best Practices Search Marketing Playbook

Search Behavior Varies By Buying Stage


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36Source: comScore Digital Shelf Study (Survey), Feb 2007 Apr 2007, Total U.S. Market

Even Beyond the Click

50% of searchers areBrand Advocates

sharing recommendations

with friends and familyversus 38% fornon-searchers


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Be Ready As New Consumer Trends Emerge

U.S. searches forsafe investments on

Google.com

U.S. searches forfuel efficient cars onGoogle.com

Source: Google Insights for Search. Query numbers are normalized and presented on a scale of 0-100 relative to Googlequeries over time.


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Track Trends With Google Insights for Search


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39Source: 1 SEMPO's annual survey of SEM agencies and advertisers, Jan. 082comScore Digital Shelf Study (Survey), Feb 2007 Apr 2007, Total U.S. Market

Be Ready Throughout the Purchase Funnel

Awareness Recognition Preference Action

Use search to reach

and target

consumers and

specific lifestyles

Advertise on

non-branded terms

Advertise on your

branded keywords

Change ad copy to

induce purchase

or offer promotions

and coupons

Put your brand inconsumersconsideration set

Searchers aremore engaged thannon-searchers2

Paid search listingsincrease brand equity

Impressions providefree brand lift

Purchase intentincreases whenpaid search is used

Searchers spend20% more thannon-searchers2

Companies are morelikely to use searchmarketing forincreasing brandawareness (61%) thanfor selling directlyonline (58%) orgenerating leads(20%)1

BrandMarketing

DirectResponse

With one search campaign, you reach customers who are ready to buyand those who arent


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Optimization and Reporting


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Monitor Your Campaigns in Precise Detail

The hourly (by date) report is just one example of the detailed dataavailable in Google AdWords


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Track ROI with Google Analytics


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Method for reporting and optimization

Timing/Vendor Here: Impressions for time period:

6,249,727 Clicks for time period: 24,725 CTR: .40% Average CPC: $ .39 Total Cost for time period: $9,710.78 Conversions (Orders)*: 850 Conversion rate: 3.4% CPO: $ 11.42 Average position: 2

Keyword

Action video ame


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Paid Search

Listings

and

Inclusion

Natural

Search Engine

Optimization

Targeted Display

Online Advertising++ Traffic Saturation=

The Big Question

How do I build my search presence and tap into all of the Critical Momentopportunities search engines and other resources provide?

Answer: Search Marketing and Display advertising

Group of activities that boosts an organizations presence and ranking in the majorsearch engines using both paid and natural listings


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Youve got 3 options to get to a website

Search

Online Display

URL


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Online Displaythe Basics

Geo Targeting

Behavioral Targeting

Website Re-Targeting

Clickstream Behavior Match


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Chris Dittmore(925) 964-1895

keynote search engines and your business

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