search marketing 101
Post on 17-Oct-2014
6.635 views
DESCRIPTION
This is a basic overview of search marketing. It covers SEM, SEO and measurement. For more information go to http://dominiquehind.wordpress.comTRANSCRIPT
Search Introduction 101Thursday, 30 October 2008
Dominique Hindhttp://dominiquehind.wordpress.com
Discussion
� Search introduction
� Search engine marketing� Measuring search engine marketing
� Bringing a campaign to life
� Search engine optimisation
� Key take outs
� Summary
Search introduction
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
Paid placements
Natural placements
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
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),
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),
How business approach search?
Campaign activity
How businesses should approach it?
Base line activity (consistency & presence in market)
Campaign activity
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
Google’s Golden Triangle
Note: Google Eyetracking study prior to recent updates & the introduction of Google Universal
Google Universal
Note: Google Universal was introduced in late 2007
Google’s Universal Eye Tracker
Note: Google Eyetracking study showing that most people focus on the image before looking at text.
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.
Google Flights
Google Teleporting
Note: Also called ‘search in search’, dictated by the site map
Miserable Failure
Note: A great example of search manipulation – creating a word/phrase and content around it.
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.
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.
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.
Different types of Search Engines
Shopping Search Engines
Kids Search Engines
News Search Engines
Multimedia Search Engines
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
Search Engine Marketing (SEM)
SEM Methods
� There are a few different search engine marketing methods:� Paid for Performance (P4P)
� Contextual placements
� Paid Inclusions
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
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
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.
Yahoo! Search Submit Pro
Paid Optimisation
Source: http://searchmarketing.yahoo.com/srchsb/ssp.php?
Paid Inclusion
� Benefits� Access organic traffic immediately
� Harvest keywords from content feeds
� Often cheaper than P4P
� Disadvantages � Can cannibalise organic traffic
Bringing a Campaign to Life
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
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
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
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
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
Search Engine Optimisation (SEO)
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
“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)
“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.
“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.
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.
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
Content tab
Keyword in H1
Keyword body spread
Hyperlinked text
Keyword meta tags
Keyword in title
Keyword in directory
�
�
�
�
�
��
Measuring Search
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
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.
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
Closing thoughts
Ego search
Note: Blogs and social networks appear higher than other sites because they have been optimised during build.
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?
Register your trademark
Submit your site
Quick Exercise
IAG Unworry Exercise
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.
Questions
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)?