© 2012 Zeta Interactive – Proprietary & Confidential 1

TOP ROI SECRETS: GET MORE FROM YOUR PAID & ORGANIC EFFORTSZeta Interactive

Search Insider SummitSangram KachwahaVice President, Digital Services

© 2012 Zeta Interactive – Proprietary & Confidential 2

TODAY’S CONVERSATION

Know Your Competitors Beyond Brick And Mortar

Landing Page Optimization – Do More With Less Work

Road To Quality Links - Qualify Before You Quantify

LT V – Revenue Comes From Customers, Not Clicks

Re-Blog, Reuse, Recycle – Rinse & Repeat Content

Multi Channel Attribution – Give Credit Where Due

Easy Tip To Find Your Vertical’s Hot Mobile Keywords

Branding – It’s Not just About Traditional Advertising

TOP ROI SECRETS…

© 2012 Zeta Interactive – Proprietary & Confidential 3

KNOW YOUR COMPETITORS BEYOND BRICK AND MORTAR

It doesn’t stop at Brick and Mortar.Know how well your competitors are competing

online.

Brick and Mortar stores are competing in organic search in different ways. Understand how the competition is gaining ground from keywords and how visible their

media is in Google Images, Videos, Shopping Results, etc., to see who is interacting with their customers.

Identify who the search engines categorize as your actual competitors.

Keyword Ranking

Media - Images & Video

Geography – Local Listings

Share of Voice

What do the engines think?

ROI SECRET

© 2012 Zeta Interactive – Proprietary & Confidential 4

LANDING PAGE OPTIMIZATION – DO MORE WITH LESS WORK

+54%

+11%

+10%

Many Marketers Still Do Not… Test Landing Pages with A/B tests. Test Landing Pages with Multivariate tests.

Very Few Marketers Are… Conducting tests iteratively and ongoing. Conducting dozens of tests concurrently.

Why? Because getting creative teams, development

teams, IT Departments and search marketing teams to work on the same project is hard.

Zeta SEM LP Optimization Examples

Try easier-to-use testing platforms like Ion LiveBall for variation testing in your SEM

program using minimal IT resources and coding changes.

ROI SECRET

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ROAD TO QUALITY LINKS – QUALIFY BEFORE YOU QUANTIFY

Spend time qualifying link targets to ensure clean neighborhoods and levels of authority.

Nurture relationships to ensure security of link placements and future support.

Leverage for Panda-preventive measures - a method that even Google would APPROVE.

ROI SECRET

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LT V – REVENUE COMES FROM CUSTOMERS, NOT CLICKS

Keywords Don’t Drive Revenue.People do.

X Generic keywords that convert higher percentages of new visitors (customers) are

worth more to your business. Consider bidding more aggressively for terms that bring new customers and more

aggressively still for terms that bring in customers with a higher lifetime value.

Customers Keywords

ROI SECRET

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RE-BLOG, REUSE, RECYCLE – RINSE & REPEAT CONTENT

No need to reinvent any content wheel. Analyze data for your most popular content and rework it for

guaranteed returns.

Reuse old blog posts and articles with high traffic and comments.

Freshen data by rewriting and expanding the topic to include humor, updated questions, news and announcements.

Summarize longer content to have quick takeaways and leverage the same short content in your email marketing efforts.

Great opportunity for improving internal linking and to promote on directories and social channels to gain visibility as link bait.

Search engines are qualifying sites on content, so consistency in topic relevance and quality is the

key to driving success in traffic, conversions and leads.

CreateContent

Publish & Promote

Add a pinch of FRESH

ROI SECRET

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MULTI CHANNEL ATTRIBUTION – GIVE CREDIT WHERE DUE

Multi-Channel Attribution Analysis Shows You: # of channel touch-points your customers have:

Which channels

What sequence

Top paths and average path lengths.

Use Insights To: Adjust your CPA targets by channel.

Re-align budgeting between channels.

Develop relevant messaging

Multi-Channel Attribution for the masses is here in Google Analytics.

Use to redefine your CPA Targets by Channel.

ROI SECRET

© 2012 Zeta Interactive – Proprietary & Confidential 9

EASY TIP TO FIND YOUR VERTICAL’S HOT MOBILE KEYWORDS

Export search volume stats for your site or vertical’s keywords from the Google KW Tool

Compare % of Mobile Searches vs. Desktop

ROI SECRET

© 2012 Zeta Interactive – Proprietary & Confidential 10

BRANDING – IT’S NOT JUST ABOUT TRADITIONAL ADVERTISING

How can marketers measure the effectiveness of their digital branding campaigns?

Create a common language around correlated success metrics and KPIs Leverage competitive benchmarking tools for proving brand health

Tracking branded searches against competitors gives marketers a window to see comparisons and seasonality

Consider using panel-based competitive tools—like comScore or Nielsen—to dig deep into how customers are trending and changing relative to competitive sets & target demographics

ROI SECRET

© 2012 Zeta Interactive – Proprietary & Confidential 11

Q&ATHANK YOU!

Sangram Kachwaha

Vice President, Digital Services

skachwaha@zetainteractive.com