search marketing 101

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Search Introduction 101 Thursday, 30 October 2008 Dominique Hind http://dominiquehind.wordpress.com

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This is a basic overview of search marketing. It covers SEM, SEO and measurement. For more information go to http://dominiquehind.wordpress.com

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Page 1: Search Marketing 101

Search Introduction 101Thursday, 30 October 2008

Dominique Hindhttp://dominiquehind.wordpress.com

Page 2: Search Marketing 101

Discussion

� Search introduction

� Search engine marketing� Measuring search engine marketing

� Bringing a campaign to life

� Search engine optimisation

� Key take outs

� Summary

Page 3: Search Marketing 101

Search introduction

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What does a search engine do?

� A user perspective� Ask a question, get an answer

� A search engine perspective� Find all the answers

� Give you the best ones…RANKED

� Measure the human interaction with it’s logic

If you are not the answer, someone else is

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Paid placements

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Natural placements

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Searcher strategy

SEO SEM

ProductsHandsets

OffersNetworks

� Search is more than just campaign activity, it needs to focus onall aspects of a client: their products, offerings & brand

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2008 Market Forecast

� Information & Communication Technology sector (ICT’s) is expected to increase search budgets:� 57% of Consumer ICTs to increase their search budget

� 47% increase it by 10-30%

� 29% by 30-50%,

� 6% will increase it more than 90%

� 43% of Business ICTs to increase their search budget

� 54% increase it by 10-30%

� 15% by 30-50%

� 8% will increase it by more than 90%

� Of these extra budgets the planned allocation is as followed:� 62% increase search engine keyword budgets

� 31% increase online directory budgets

� 28% increase contextual search budgets

� 16% increase mobile search budgets

Source: Frost & Sullivan (Australian online search study 2008),

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Compound Annual Growth Rate 2005-2009 – 28.1% p.a.

350

305

240185

130

70

18%

22%

23%

24%

26%

27%

0

50

100

150

200

250

300

350

400

2004 2005 2006 2007 2008 2009

A$ M

illion

15%

20%

25%

30%

% o

f on

line ad

vertising

revenu

es% of online advertising

Australian paid search market 2004-2009

Source: Frost & Sullivan (Australian online search study 2008),

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How business approach search?

Campaign activity

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How businesses should approach it?

Base line activity (consistency & presence in market)

Campaign activity

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Keyword bible

Brand terms

(Optus, Fusion)

Generic terms

(Mobile, Broadband, Fixed Line)

Cam

paign 1

Cam

paign 2

Cam

paign 5

Cam

paign 3

Cam

paign 4

Baseline activity

Cam

paign

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Google’s Golden Triangle

Note: Google Eyetracking study prior to recent updates & the introduction of Google Universal

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Google Universal

Note: Google Universal was introduced in late 2007

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Google’s Universal Eye Tracker

Note: Google Eyetracking study showing that most people focus on the image before looking at text.

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Google’s Universal Eye Tracker

Note: Google Eyetracking study shows the image is the first visual reference and then the eye is directed up to the content above.

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Google Flights

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Google Teleporting

Note: Also called ‘search in search’, dictated by the site map

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Miserable Failure

Note: A great example of search manipulation – creating a word/phrase and content around it.

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All segments search on generic terms

Note: All segments, no matter of age or socioeconomic level, search based on generic terms like mobile phone, new car, cricket, etc.

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Consumer Activity OnlineTelco specific

Attract Engage Transact Retain Grow

Generic Keywords

(Mobiles, Nokia, Sony Ericsson, Cap Plans)

with High Avg. CPCs, Low CTRs, Low Conversion Rates

Generic & Product Keywords

(W880i, Skypephone, N95)

with High Avg. CPCs, Medium Avg. CTRs, Medium to Low Conversion Rates

Brand Terms

(Optus Mobile, Optus, Optus.com.au)

with Low Avg. CPCs, High Avg. CTRs, High Conversion Rates

Brand Related Terms

(Optus Mobile, My Optus)

with Low Avg. CPCs, High Avg. CTRs, Low Conversion Rates

Source: MediaScreen Telecommunications Survey. July 2006

64% learn more about new telecommunication

products online

76% compare prices of new telecommunication

products online

40% purchased/ subscribed to a new

telecommunications product after researching it online

31% return to where they purchased a telecommunications products for accessories &

service

Note: The further down the purchase journey consumers go, the more specific their search terms become.

Page 22: Search Marketing 101

Landing Page Guidelines

SEM (paid)Broadband

SEO (organic)Broadband

What to look for from aBroadband provider?

The top 10 things to knowwhen you are looking for broadband.

Many people have a lot ofquestions about choosing the best broadband provider. What are the key things to look for? Download limits, costs, restrictions.

We have a great deal for people who want to connect their broadband services

Call now!

Or leave your name to go inthe draw for a free InternetSecurity Pack, available exclusively from Optus

Common features

Specific copy specific copywriters

Conversion driven

Integrated approach(1+1=3)

Based on searcher demand - keywords

Campaign drivenClear conversion

DM styleShort

SEO not main aimWritten to sell

Keyword compliance1 per red keyword

Leader –guruCreate trust

SEO is main aimWritten to inform

Affiliate (paid)Broadband

Special deal for visitorsof X/Y/Z

Call/order now & enjoy anexclusive offer

Optus can offer you as a visitorof X/Y/Z a 10% extra downloadpackage on all broadband services ordered today. We will also send an email withinformation on the Internet Security Pack…

Measurable conversionPersonal approachFunnel by affiliateProvide info content“Exclusive” dealWritten to sell

Note: Dependent on your search campaign type, there are different landing pages you should create that cater content to the search origin.

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Different types of Search Engines

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Shopping Search Engines

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Kids Search Engines

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News Search Engines

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Multimedia Search Engines

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Specialty Search Engines

� Answers Searching

� Computer Search Engines

� Domain Searching

� Financial Search Engines

� Government Search

� Invisible Web

� Legal Search Engines

� Mailing Lists

� Medical Search Engines

� Newsgroup Search

� Science Search Engines

� Shopping Search

� Travel Search Engines

� WAP Search Engines

� Other Specialty Services

Source: http://searchenginewatch.com/showPage.html?page=2156351

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Search Engine Marketing (SEM)

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SEM Methods

� There are a few different search engine marketing methods:� Paid for Performance (P4P)

� Contextual placements

� Paid Inclusions

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P4P Search Listings

� P4P is also known as Pay Per Click (PPC) or Cost Per Click (CPC) search listings.

� They appear at the top & right-hand side of the search results.

� Benefits� High level of control & security

� Low level of click fraud

� Highly accountable

� Great ROI

� Disadvantages� Poor venue for some industries

� Not suitable for branding campaigns

� Increasingly competitive with inflating CPC’s

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Contextual Search

� Contextual search takes your search listing beyond the search engine - & onto sites with matched content.

� Benefits� Few…

� Disadvantages� Lack of control

� Expensive

� Most exposed to click-fraud

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Paid Inclusion

� Paid Inclusion looks similar to P4P. The main operator within this space is:� Yahoo Search Submit Pro

� Search Submit Pro increases your business' exposure in search results beyond sponsored search.

� No keyword bidding required. � Site listings are displayed based on the relevancy of your site content to search terms.

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Yahoo! Search Submit Pro

Paid Optimisation

Source: http://searchmarketing.yahoo.com/srchsb/ssp.php?

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Paid Inclusion

� Benefits� Access organic traffic immediately

� Harvest keywords from content feeds

� Often cheaper than P4P

� Disadvantages � Can cannibalise organic traffic

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Bringing a Campaign to Life

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Basic Search Strategy

� The key elements in setting up a basic search strategy:� Refine customer goals

� Select methods (P4P, PI, SEO)

� Keyword Research

� Tracking set-up

� Rules based bid-management

� Creative rotation & optimisation

� Landing page strategy

� Organic site review & recommendations

Page 41: Search Marketing 101

Travel News Provider

Travel News

Travel

Rewards programs

Transport

Accommodation

Airlines

Competitors

General KWs

Destinations

Airport Codes

Airport Names

Hostels

Airline names

Classes, tickets

Car Rental Cos

General terms

General terms

Reward names

General terms

Bus / Train Cos

Hotels

Ad Groups (copy)

syd

lhr

gtw

jfk

etc

Cheap flight

Discount flights

Train to

Car hire

Travel guide

What does a campaign look like?Keywords

(brand, campaign)Campaigns

(brand, campaign)Advertiser

(campaign)Creative

(test 1, test 2)

Source: Downstream www.downstreamonline.com.au

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keywords bid price ad copy landingpage

sourcing

categorising

matching

testing

purging

position

CPA

ROI

volume

testing

headline

kw insertion

brand integration

offer

call to action

product specific

general

education

navigation

relevance

tact

ics

conversion tracking

combine, test and learn

optimal rule implementation

What is involved in developing a SEM campaign?

Source: Downstream www.downstreamonline.com.au

Page 43: Search Marketing 101

Average CPC within the industry

7,000$7 - $15Credit Cards

1,500$2.40Used Cars

2,000$2Skin Care

8,500$4Hotel

5,000$10 - $16Home Loans

2$5Coke Zero

4,250$6 - $9Broadband

Searches /dayCPC

(Rank 1-3)

Keyword

Note: Figures are only approximate and from early 2008

Page 44: Search Marketing 101

Brand Terms: Do you buy your brand name?

� Benefits:1. Integrated Marketing messages

- Tag lines- Price or offer changes

2. Control over top placement

3. Search Volume grows with brand awareness

� Disadvantages:1. Cost when you have “built” that term eg Nike.

2. Engine doing a good job then you should be the most relevant right?

3. Competitor terms Key Times to Buy:

Strong offline brand campaigns.

New product launch or offering.

While SEO is poor

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Search Engine Optimisation (SEO)

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Search Engine Optimisation

� Definition� The process of choosing targeted keyword phrases related to a site, and

ensuring that the site places well when those keyword phrases are part of a web search.

� www.marketingterms.com

� The process has two major components:� “On page” optimisation

� site technology & accessibility

� site content

� “Off page” optimisation

� link popularity

� link reputation

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“On page” optimisationSite accessibility

� Make the site accessible to search engine crawlers� HTML is better than Flash

� Multiple files rather than one large file

� The absolute minimum:� Robots.txt file

� Correct HTML coding

� Meta tags with relevant information

� “use text” visible information should be in text (html) not embedded in graphics such as .jpg or flash

� Site navigation that the crawler can follow i.e. site map

� For dynamic (database driven or Flash sites):� Ensure the URL structure is crawlable by the engine

� Have a browse function as well as a search function

� Consider static pages for key content (terms)

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“On page” optimisationSite content

� Start with researching which terms that you want to get found for.

� Build genuinely useful content relevant to someone searching for that topic.

� Make that content accessible & readable.

� Meta tags � i.e. keyword = car insurance are important but the search engines check for

“visible” text that is relevant, not just the html source code.

� Consider offering additional content other than that which is strictly required to sell your product i.e. mortgage calculator, hotel information & facilities, whitepaper’s on industry etc.

� The more useful your content & the more that consumers appreciate it, then the more that the search engines will want your site to rank well for relevant terms.

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“Off page” optimisation

� In order to provide more relevant results, the search engines look further than the content of a particular page/site.

� Google led the trend, they measured “link popularity”� If lots of other sites have links to a site then the site must have some value to

consumers

� The more recent extension of this is “link reputation”� If sites link with a tag that includes terms, then the page is more likely to be

relevant for those terms: � For example, “click here if you want information on car insurance”

� Beware artificially boosting link popularity is now being monitored by the engines & will be penalised. � Use a genuine strategy of contacting relevant sites and request appropriate

reciprocal links.

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Best Practice SEO: Design

� Several on page elements are taken into account by Spiders (not limited to):

� Page Titles

� Meta Description & Keywords

� Page Copy (Body Content)

� Image Alt Text

� Internal Link Anchor Text

� File names

� Search Friendly Navigation

� Site Map

� Heading Tags

� A clearly distinguishable site architecture & navigation structure can help with inclusion &improving rankings.

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Best Practice SEO: Content

� Content is King! � The Internet is mainly a source of information & that is what search engines look

for. So the more content the better.

� Consider how people would find information� By brand

� By product capability

� By Issue

� Develop content around the selected keywords� (Or Augment the existing content to cover target terms)

� Fresh content is favored by search engines� Blogs, Press Releases, community areas

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Content tab

Keyword in H1

Keyword body spread

Hyperlinked text

Keyword meta tags

Keyword in title

Keyword in directory

��

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Measuring Search

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Tracking Paid SearchWhat to look for from the Media Company?

� From Search Tool:

� actual term clicked

� click count audit (click fraud filter)

� Site side conversion event (count, dollar value, id)

� Search portal (ninemsn or Yahoo?)

� What does this tell you?

� The conversion rate of the term, creative & landing page

� The ROI on the term, group of terms, Search Engine or campaign

� Audit trail to check search engine costs

� What can you do?

� Optimise bids, creative & buy type

� Compare Search Engines

Which will lead to improved ROI from search

Page 58: Search Marketing 101

Tracking Search What to look for with organic listings?

� No data from Search Engines (in most cases)

� All tracking is site side (log files) or SEO tags

� Manual log file tracking ok for very low traffic sites

� 80%+ of the time a tracking tool will capture:� Search portal

� Search term that led to the visit.

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Tracking Paid Search What is the end result of this tracking?

� Useful & meaningful reports

� Campaign strategies can be informed by the data & optimisation strategies implemented

� Bid management can be automated for so that the ROI of individual terms can be maximised

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Closing thoughts

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Ego search

Note: Blogs and social networks appear higher than other sites because they have been optimised during build.

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Things to remember

� Google doesn’t automatically reference offline patents, TM or R brands online.� All clients must registered their TM & R status with Google if they want to

exclusively own the terms.

� Ask you clients if they have done this?

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Register your trademark

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Submit your site

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Quick Exercise

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IAG Unworry Exercise

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Homework

� Pick one of our clients� Think about 5 keywords that might be important to them

� Go to Google, yahoo! & Sensis & do a search on all five words

� Note where our client appears on the blog & any observations about competitors or the client’s search engine activity� Paid vs natural

� Brand vs keyword

� Ask your clients if they have registered their company details with Google.

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Questions

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Five key Search take outs

1. Constant� Search isn’t just a campaign, it must be on 100%

2. Nurture� Search must be nurtured, whether it is paid or organic

3. Integration� Search must be integrated into campaigns. Only 2% of people remember

URLs shown in TVCs or other activity.

4. Optimisation� Search can be optimised real-time, campaigns can be tested & learnings

taken out immediately

5. Measurement� What does success look like? What were the take outs from the

campaign (ATL elements)?

Page 70: Search Marketing 101

Thank you!Dominique Hind

Email: [email protected]

Blog: http://dominiquehind.wordpress.com