MIMA Summit 2012

SoLoMo Tactics - Tracking & Case Studies

October 2012

Search Engine Watch Articles

http://searchenginewatch.com/author/1876/jon-schepke

•  Businesses need to maximize Social, Local Search, and Mobile at the location level

•  Google+ Best Practices

•  Mobile Ad Networks

•  How do you plan your digital roadmap?

SoLoMo Perspective – it’s all connected!

• Half of all search queries coming from smartphones have local intent. That translates into many billions of local searches from mobile devices in 2012 (well over 20 billion).

•  In addition to browser-based local search there’s a huge volume of local queries coming through apps, where mobile consumers spend roughly 80% of their time (Nielsen). !

SoLoMo – Converged Media

Changing Marketplace

5"

The Apple Facts

Total iPhone Users:

•  240 Million sold worldwide through Q2 2012

–  This number does not include other mobile iOS devices such as the iPad or iTouch)

•  iPhone 5 launched on Sept. 21st, 2012

•  Anticipating 200 million iPhones to sell over the next four quarters

iOS 6:

•  Launched on Sept 19, 2012

•  As with previous operating systems, eventually all users will be required to update in order to use their Apple mobile device.

•  Sources: i2Go / Greg Sterling

Apple Maps

Apple Maps App:

•  Launched with iOS 6

•  Similar features as Google Maps

•  The biggest difference is where location data is pulled.

 

Apple Maps Business Location Data: 

•  The primary data sources for basic business information are Localeze & Yelp.

–  Yelp Enhanced Listing ???

–  http://www.yelp.com/advertise/national/enhanced

Apple’s Search Engine: Siri

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Tactics For Siri Search

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Include KEYWORDS About Your Business

Be SPECIFIC about your products and services This is SEO

101, if you sell shirts, do you sell t-shirts, blouses

and what designers?

DATA INTEGRITY Every detail about your business must

be consistent across directories

(this means accurate)

OPTIMIZE Your Business The higher your ranking on the search engines, the

better chances of Siri locating your business

during search

Siri’s Reviews System: REVIEWS COUNT

Siri uses a ranking system based on business reviews when deciding

what to give the consumer

Create a

MOBILE OPTIMIZED SITE Siri likes mobile

sites!

Current Brand Pain Points

Difficulty of managing multiple local store fronts

individually while keeping brand strategy

consistent

Building and maintaining data

integrity: accuracy, no duplicates,

creating citations

Constant change of local and social

search tactics driven by the Search Engines

and Social Giants (ie: Google, Facebook,

etc.)

Lack of SEO or local optimization

efforts for all devices and systems=poor

local rankings

Examples of Local Websites

Local Websites

Distribution

Social Media

Review Sites

Local Mobile

Local Search

yp .com

Technology Solutions: Marketing Automation

G+ Local

Social Signals and Search

@JonSchepke"

Goodbye Google Places Hello Google+ Local

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Google wants to better understand a searchers interests

and how we share information across the web so…

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How will they gather this information?

Enter Google+ and social signals

16"

Google+ Your World •  Personalized SERPS (Search Engine Results Page)

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Search results now display personalized results from those within the searchers Google+ circles!

Google+ Optimization Learning's

•  Larger Google+ circles = greater visibility through personalized search results

•  When activity from social circles or +1’s are displayed next to an organic listing, click through rates (CTR) have been shown to improve by 10%-20%

•  When +1 activity is displayed next to paid search ads CTR have improved by 5%-10% according to Google

18"

Google+ Enhanced Ads

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Link your Google+ Page to your Google adwords account and Google will show endorsements for your business in the form of +1s"

Google+ Enhanced Ads have been shown to boost click through rates by 5% to 10%"

Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012 http://mashable.com/2012/03/06/google-plus-ads/ Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php

Google+ Enhanced Display Ad!

Google+ Enhanced Search Ad!

Setting Up Google+ Enhanced Ads

20"

Setting up Google+ Enhanced Ads is relatively easy. Click “New Extension”"

Once you have attached your G+ account you will be able to add the +1 feature to your ads through the Ad Extension tab.!

Google+ & Rankings!!!

•  Increasing the number of Google+ Business Page followers yielded the biggest change in ranking position according to the “Testing Social Signals” study

•  Increasing Google +1 votes observed the 2nd largest ranking position change

21"

The Upcoming Merge

Google+ Local

Google+ Business

22"

Fully Integrated Page

Google+ Local pages will have the same social capabilities as a Google+ business page such as hangouts, sharing to circles, photos, videos, wall posts, and more.

23"

Once Merged Your Google+ Local Page will no longer operate like a static listing…

Actively managing and updating your Google+ Local page will

become increasingly important for your Google+ Local page to

rank high in organic search results

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To Verify Your Business As Part Of The Merge: Check out our blog post: http://www.simpartners.com/how-to-merge-google-local-and-google-business-pages/

To Verify Your Business As Part Of The Merge: Check out the Google+ Business/Local Merge Verification Process

Why Verify ???

27"

•  Verified pages let users know they have come to the right place.

•  Verified pages receive higher rankings in search results than non verified pages.

•  Only verified pages can be considered for the “Google+ Box”.

•  Verifying your pages allows Google to establish a clear connection between your G+ page and your web site.

Facebook Advertising

Sponsored Stories

@JonSchepke"

Facebook Sponsored Stories

•  Sponsored Stories are about your Friends’ and Pages’ activities on Facebook

•  An organization has paid to show the activity as a Sponsored Story so there’s a better chance someone engages with the content

•  A Sponsored Story can be created when someone: –  Likes a Page –  Likes or comments on a Page’s post –  RSVPs to a Page’s event –  Votes on a Page’s question –  Checks in to a place –  Uses an app or plays a game –  Likes or shares a website

29"Handwrite for web search on mobile phones and tablets.

Sponsored Stories – Facebook Dashboard

Sponsored Posts Campaign

•  3 Week Campaign

–  3.65% Social CTR

–  4,619 Clicks

–  9,752 Actions

–  Small investment

•  Significant increase in people talking about the SIM Partners page & viral activity

Social is all about engaging content!

@JonSchepke"

Facebook will improve the tools… marketers are responsible for the content!

Tap into the Zeitgeist!

Track what’s trending on Twitter

IF WE WERE SMART, WE WOULD HAVE. . .

Facebook Key Takeaways

•  Focus on engagement rather than just likes

–  CREATE ENGAGING CONTENT!!!

•  Social media drives discovery of content that can influence transactions and sharing

•  Social media and content are influencers that drive search queries

•  KPI’s – hybrid between CPC (Search / “Direct Response”) & CPM (Display / “Branding”)

•  Implement tools & technologies that allow you to track “cross channel attribution”, so social gets credit!

36"

Bid Management technology Kenshoo Platform (Local & Social PPC)

37"

What Impact Do Localized Ads Have On Engagement?

Paid Search

• Ads containing a geo-modifier perform between 5% to 20% better than comparable ads without location.

Social (Facebook)

• Ads can increase by 2X when a city name is included in the ad.

Display

• Localized display ads have seen a 70% lift in CTRs.

Mobile

• Similar to social ads, mobile ads can see a CTR of 2X for localized ads.

38"

Keyword Bid Optimization

Kenshoo Local:

Multi Channel Attribution

3rd Party Integrations

Advanced Search Keyword Tool Dimensions

Custom Bid Algorithms

Reporting Dashboard

Path to Conversion

Support & Training

Cross-Profile Advanced Search

Campaign Templates

Hyper-Local Geo Targeting

Budget Management & Reallocation

Objectives Management

Call Conversion Optimization

Google+ Local/Locations

Integration

Traffic/Budget Estimator

Co-Branded Gateway Interface

SMB/Reseller Support

Session Worksheet

www.simpartners.com/mima

Feel free to download our Google+ Local eBook at: http://www.simpartners.com/our-work/resource-center/

@JonSchepke"

Thank You! Jon Schepke President & Founder SIM Partners jschepke@simpartners.com @JonSchepke

@JonSchepke"