SEARCH ENGINE MARKETINGEMERGING TRENDS

PRESENTED BY SCOTT WALLDREN

2

Agenda

‣ Search 101

‣ Local Targeting

‣ Mobile Targeting

‣ Social Targeting?

‣ The Future

3

Search & The Conversion Funnel

One reason Paid Search provides such great ROI is due to it providing the last click that occurs before conversion.

Collaborating and measuring interactions with Offline, Display, and other tactics can provide insights that inform the best Marketing Mix.

Offl ine Media(TV, Print, Billboards)

Display Media

Search Engine

Marketing

“Unawareness”

Research

Compare Options

Ready to Buy

Conversion

Awareness

Consideration

Conversion

SEARCH TODAY

A CRASH COURSE

5

Search is Everywhere

6

Paid & Organic Search

What’s the difference?

Paid Search• Advertisers pay for placement in search results• Some control over rank and frequency within search listings• Control of ad copy and landing page

Organic Search• Unpaid listings (FREE)• Websites appear based on relevancy• Less control over copy and landing page

Modern Haiku: The Search Ad Unit

Snippet

URL

Site Links

Organic (SEO)

Title

Modern Haiku: The Search Ad Unit

Paid Search (PPC)

Headline

Ad Text

Display URL

Site Links…

Plus Boxes & Ad Extensions: Location, Click to Call, Product Extensions, etc.

Where Are People Searching?Google:• Largest index• Focuses on “concept matching” queries• Favors “authority” sites (domain age, back links,

type of domain).• Personalizes search results based on user’s history

and location.

Bing:• Emphasizes on-page elements (keywords in page

titles, content, anchor text, URLs).• Discovers new sites quickly but removes older pages slowly.• Difficulty indexing sites with broken links or long dynamic URLs.• Integrates Facebook and social media within search

results.

Yahoo!:• Now powered by Bing algorithm as of summer 2010.• Format varies from Bing, but majority of listings are

the same.

66%15%

14%

3% 2%

Google Bing Yahoo Ask AOL

Chart data source: Hitwise

10

Google Today

Paid Search(PPC)

Organic Search(SEO)

Shopping (Feeds)

Local (Feeds)

Video Search(SEO)

Real Time Search(Social)

Targeting Capabilities at a Glance

• Language Targeting: Search can target users based on language preference.

• GEO Targeting: Search can geographically target a specific region or location

• Device Targeting: Search can target mobile devices and—on Google—even specific mobile devices such as the iPad.

• Demographic Targeting: Bing Search allows marketers to bid incrementally on gender and age ranges. Google Content also allows marketers to increase bids or exclude targeting some of these criteria.

LOCAL

TARGETING OPTIONS

By Country, State / Metro, Zip Code

United States, with ability to exclude

Illinois,with ability to exclude

Zip Code 60640

MOBILE

OVERVIEW & TARGETING OPTIONS

Target by Carrier

Google allows advertisers to specifically target the following carriers:

Target by Device

Google allows advertisers to specifically target the following devices:

Tablet Users on the Rise

SOCIAL

INFLUENCING CLICKS WITH GOOGLE+

Google

What Is It?+ is Google’s version of the Facebook and its “Like” button, with the goal of allowing Google users to publicly vote for or “like” content on the web.

Does Anyone Use It?

• Mashable (case study online)• H&M• Cadbury• Red Bull

Google (continued)

How It Works

1. Users must first have or create a Google Profile.

2. After logging into a Google Profile, the + button will appear in both Google properties (search results, AdWords ads, etc.) as well as third party on-site functionality similar to Facebook’s “Like” button.

3. When a user +’s something, the + button will turn red and the + will be added to the + tab of their Google Profile as well as recommending the +’d links to the user’s contact list from Gmail, Google Talk, Google Contacts, and any people being followed on Google Reader.

Google Implications

Potential Game Changer? Too Soon to Tell…

• Google+ will factor into an ad’s ability to serve.

• Google+ shares a common infrastructure between Paid and Organic Search results, meaning organic rankings could benefit from smart Paid Search campaigns and vice versa.

• Currently, users must be logged in to see personalized + results for both SEO and Paid Search. This creates barriers to adoption.

The Future?

‣ Delivering The Most Relevant Results will drive innovation.

Increased targeting = Increased ROI%

‣ Considerations about Privacy

"We are very early in the total information we have within Google. The algorithms will get better and we will get better at personalization."

- Eric Schmidt, CEO of Google, 2007