maximizing profits through effective search engine … · • how to make google search a success...

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© Copyright NetSuite Inc., All Rights Reserved.

Maximizing Profits Through Effective Search

Engine Advertising

Optimizing Paid Search with NetSuite


Speakers:

Jay OJay O’’ConnorConnorVP MarketingNetSuite

Chris ValleChris ValleSenior Manager, SalesGoogle

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Agenda

Why paid search advertising is important

How NetSuite can help improve results

The Perspective from Google: Best Practices and More

Live Demonstration

Q & A


About NetSuite

Fastest growing software company in the US

Largest integrated Software as a Service customer base: 7,500+

Award winning product

The CPA Technology

Advisor

Technology Marketing

Corporation's

Best Software Service

"Keep an Eye On"

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Ecommerce

Accounting

CRM &Marketing Automation

E-mailCampaigns

Traditional Software ManagementFragmented, complex, costly

Search Engine Marketing


NetSuite: 3 Big Ideas

Create One System

To Run A Business

Create One System

To Run A Business

Deliver System via Internet

Deliver System via Internet

Deepen Capabilities for

Specific Industries

Deepen Capabilities for

Specific Industries

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Summary (“The Last Slide First”)

Paid search is a “must try” form of marketing

The keys to success:– Iterative testing– Good landing pages…and good website– Closed loop analysis: The ability to measure everything

that’s important, including revenue, profit, ROI

Get someone to run your paid search efforts who is an expert

Make sure you have the right systems in place


Why Paid Search Marketing Is So Attractive

Allows you to efficiently reach people who are actively looking for the products/services you provide– High quality leads and shorter sales cycle

100% measurability and visibility– IF you do it the right way

Proven as highly effective vehicle in many industries

Can improve ROI and minimize waste– Through testing & measurement, can spend money only on those

keywords that are profitable

Costs little to get going– Can start small and expand after proving results

A great equalizer for small and midsize companies– Can compete on the same field as the big boys

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Google MktgPackage SFA

Package

AccountingPackage

Click Lead Prospect Customer

The “Catch”

To truly perform well with paid search marketing, you need a wayto achieve “closed loop marketing”Traditional systems don’t provide closed loop visibility into paid search…or most other marketing programs


IntegratedSuite

Click Lead Prospect Customer

Google

NetSuite Provides Closed Loop Marketing:The Holy Grail for Marketers

One integrated system provides complete visibility to effectiveness of all marketing programsSee revenue and ROI for all marketing activities Platform for easy testing and measurement

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Marketing 101

AdjustAdjust MeasureMeasure

PlanPlan ExecuteExecute


Natural Search

E-mail

Online Ad

One System, Closed Loop MarketingComplete Reporting From Campaign-to-Revenue

Link to Web Site

Link to Landing Page

Link to Online Form

Profitability by Medium

Profitability by CampaignNew Business by IndustryWin/Loss By CompetitorWin/Loss By Reason

Paid Search

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July, 2006

Chris ValleSenior Manager, Google North America Sales

Google in a Changing Media Landscape

Agenda

• Online and Search Marketing Trends

• Why Google?

• The Google Network

• How to Make Google Search a Success

• Sign Up for Google AdWords

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Online and Search Marketing Trends

Online and Search Marketing Trends

Online and Search Marketing Spend• Online and Search marketing spend continuing to grow strongly

Targeted Media• Targeted Media will be the clear winner in the race for advertising spend

Measurement and Accountability• The level of accountability for all marketing activities is “rising dramatically”• Executives focus on planning and executing marketing campaigns, and

spend less time assessing their performance• Many admit they don’t know how to measure the impact of their online

marketing activities

Source: “The Future of Online Marketing”, Economist Intelligence Unit (Feb 2006)

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The Advertising Industry – Growth By Media

+3.3%Yellow Pages

+5.7%Newspaper

+7.3%Magazine+6.1%

Radio

+25.0%Online

+1.4%Broadcast TV

+7.0%Cable TV

Change in Advertising Spend% Y/Y change, 2005E vs. 2004

• Search: the primary driver of growth in online advertising

Source: Universal McCann (December 2005)

Size and Growth of Search Advertising

Growth of Search, 2000 – 2004

No longer a secret… Search is highly effective at the instant consumers are ready to purchase

Search Advertising Revenue, U.S. ($Billions)

Source: eMarketer, benchmarked vs. IAB/PwC (June 2006)

$109 $299

$927

$2,544

$3,848

$4,715

$0

$1,000

$2,000

$3,000

$4,000

$5,000

2000 2001 2002 2003 2004 2005E$109 $299

$927

$2,544

$3,848

$4,592

$5,670

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

2000 2001 2002 2003 2004 2005 2006E

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Why Google?

Google Value Proposition

Vast reach• Google is the #1 Search Engine in the U.S.

• The Google Network Reaches over 80% of U.S. Internet Users

Flexible targeting & creative• Formats: Text, image, animated image, flash, and click-to-play video

• Targeting: Search Keyword, vertical, site and home-page targeting

• Real-time optimization: Ad units & targeting parameters can change anytime

Budget flexibility• Auction-based model - free from negotiation

• No minimum spend – start/stop at any time

• No advance reservation required

Analytics & reporting• Real-time data – impressions, clicks, conversions

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Google Is Global

Google Internal Data, *Comscore MediaMetrix, January 2006

2 founders

20+ Offices

41 AdWords languages

112 Country Interfaces

>50% searches originate outside the US*

6,790 Googlers worldwide

451,000,000+ Monthly visitors worldwide*

117 Languages

2,000,000,000+ Images indexed

1 Google

8,000,000,000+ Web documents indexed

The Google Network

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The Google Network: Mass Targeted Reach

Active Reach,U.S. Internet Users

Source:Google network 80% reach: comScore Media Metrix (June 2005)

Google #1 U.S. search

engine,including:

The Google Network reaches over 80% of U.S.

Internet users

Search partners,including:

Thousands ofContent

partners,including:

network

Google.com

The Google Network: Mass Targeted Reach

Search Partners: AOL.com

netsuite

Content Partners: SFGate.com

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How to Make Search a Success

Setting Google Campaign Objectives

• Identify your market− Global, National, Regional or Local

• Determine your metrics for success: − Product sales

− Traffic to your website

− Lead generation (registrations)

• Build an Effective Keyword Search Campaign

• Review Performance, Optimize and Relaunch

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Getting the Right Traffic

DON’T:DO:

• Start with a small keyword list and wait to expand it.

• Assume target users are familiar with your brand and product names.

• Assume all target users have the same search tendencies.

• Assume all target users are in the same stage of the buying cycle.

• Create a robust keyword list. You never know what users will respond to.

• Include brand name and product names as keywords.

• Include problem-oriented keywords.

• Include solution-oriented keywords for customers who have a solution in mind, but don’t know what to call it.

Confidence messaging

Clear, prominentconversion

activity

Value proposition: why should I shop here?

Search!

Easy Contact

Enticing product shots

Important info above the fold

Google Users prefer clean, uncluttered design

Landing Page Optimization

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How to set up a Google AdWords Account

Go to Google.com

Google AdWords Link

How to Sign Up for AdWords

Sign Up Now Button

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Live DemoNetSuite in Action


NetSuite Shows Everything You Need to Optimize Paid Search Marketing

Measure the effectiveness of all your paid search campaigns in real time – even at the keyword level– True closed loop tracking from click to conversion

Identify both successful and problematic keywords and search engines– Reallocate the budget accordingly

Analyze leads, conversion rates, conversion costs, customers, revenue, and ROI by keyword & search engine

Can track results from leads even if purchase is months later…or occurs offline

Can make your keyword marketing much more profitable

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The Closed Loop Keyword Marketing Campaign Process

e.g. ComputersLaptopPrinter Hard DriveKeyboardMouse. . .

1 2 Create Marketing Campaigns with Tracking Tags and Campaign IDs in NetSuite

3 Enter Keywords and Tracking Tags into the Search Engine 4 Website User searching

for a specific product or service

5 Search Engine Advertisement is displayed and Website User “clicks”on the Advertisement

http://www.wolfe.com/products/sbc.shtml?leadsource=g196

6 Specific Page is displayedExample: Lead Form Page

7 Sales Representative Contacts the Lead to work the Lead-to-Prospect and Prospect-to-Customer processes

Lead Generated

Lead-to-Prospect Prospect-to-Customer Reports

Track the Users’ actions back to the specific Search Engine and Keywords

Printer

Prioritize Keyword Success and Re-invest with Knowledge8

• Revenue by Keyword• Leads by Search Engine• Leads by Keyword• Customers by Search Engine• Others

Choose Keywords


NetSuite Closed Loop Marketing

Marketing Campaign Development– Audience Identification– Campaign Creation– Campaign Execution

Lead & Territory Management– Lead capture– Multi-channel lead source tracking– Territory and distribution management

Results Analysis– Standard reports– Best Practice Reports– Marketing ROI– Dashboards

Plan

Research

+

+ +

+

+++

Execute Campaign

Design Campaign

Measure Performance

Fulfill Offers

Capture, DistributeLeads

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Summary

Paid search is a “must try” form of marketing

The keys to success:– Iterative testing– Good landing pages and website– Ability to measure everything that’s important, including

revenue, profit, ROI

Get someone to run your paid search efforts who is an expert

Make sure you have the right systems in place


Discussion and Q & A

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