young women in digital - how sem impacts marketing channels - october 27, 2014
DESCRIPTION
Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014TRANSCRIPT
![Page 1: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/1.jpg)
@dragoninnovate /dragoninnovation
HOW SEM IMPACTS MARKETING CHANNELS
Young Women In DigitalOctober 27, 2014
STEPHANIE JOSSEY@STEPHJOSSEY
MARKETING MANAGER, DRAGON INNOVATION
www.dragoninnovation.com
![Page 2: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/2.jpg)
What is Search Engine Marketing (SEM)?
![Page 3: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/3.jpg)
Marketing that involves the promotion of websites by
increasing their visibility in search engine results pages
(SERPs) through optimization and
advertising.*
*Wikipedia
![Page 4: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/4.jpg)
Paid SearchPaid
SearchSEO
We’re going to focus on Paid
Search
![Page 5: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/5.jpg)
Why is SEM Important?
![Page 6: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/6.jpg)
If your customers can’t find you, they won’t
use you.
![Page 7: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/7.jpg)
Even worse, they’ll find your competition.
![Page 8: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/8.jpg)
HAPPY SEARCH MARRIAGE
SEO + PAID SEARCH
![Page 9: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/9.jpg)
Happy Search Marriage
SEO + Paid Search =
More Traffic & Branding
![Page 10: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/10.jpg)
Happy Search Marriage
![Page 11: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/11.jpg)
Happy Search Marriage
More Placements on SERP = More Traffic
![Page 12: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/12.jpg)
MOBILE DOMINATION
PAID SEARCH ON MOBILE
![Page 13: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/13.jpg)
Mobile Domination
![Page 14: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/14.jpg)
Mobile Domination
50%+ Screen Real Estate
* http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013
![Page 15: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/15.jpg)
Mobile Domination
SEO: Position 5
SEO: Position 6PPC: Position 2
![Page 16: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/16.jpg)
Matt Ackley,Chief Marketing Officer at Marin Software
“We’re at the cusp of mobile becoming the dominant channel in search
marketing”
![Page 17: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/17.jpg)
If you’re trying to drive traffic or get visibility from Mobile, consider
launching paid search campaigns
Mobile Domination
![Page 18: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/18.jpg)
TWO FOR THE PRICE OF ONE
INTEGRATE PAID SEARCH AND
CONTENT STRATEGY
![Page 19: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/19.jpg)
Two for the Price of One
Awareness
Consideration
Intent
Purchase
Traditional Marketing Funnel
![Page 20: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/20.jpg)
Awareness
Consideration
Intent
Purchase
Content Marketing moves
you from Awareness to
Consideration by providing thought
leadership
Two for the Price of One
![Page 21: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/21.jpg)
Awareness & Consideration
Intent
Purchase
Paid Search can increase reach of
content marketing by combining Awareness & Consideration
Paid Search audience is already
at a moment of consideration
based off from their action to
search
Two for the Price of One
![Page 22: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/22.jpg)
Two for the Price of One
Imagine taking your blog , video, pinterest board, instagram, etc… and getting the extra visibility at the top
of the SERP
![Page 23: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/23.jpg)
Resources
• http://adwords.blogspot.com/
• http://searchengineland.com/
• http://searchenginewatch.com/
• http://sethgodin.typepad.com/
• http://support.google.com/partners/
• http://www.thinkwithgoogle.com/
![Page 25: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/25.jpg)
HAVE QUESTIONS?
TWEET ME!
@STEPHJOSSEY
![Page 26: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/26.jpg)
SUPPLEMENTAL INFORMATION
![Page 27: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/27.jpg)
* http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
Search TrafficOn average search is responsible for over 50%
of your traffic*
![Page 28: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/28.jpg)
Happy Search Marriage
http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
![Page 29: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/29.jpg)
RECOMMENDATION: KEYWORD MAPPING
1. Figure out your most important 10 keywords2. Pull SEO & Paid Search competitive information3. Create a comprehensive SEO & paid search plan
Happy Search Marriage
![Page 30: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/30.jpg)
EXAMPLE
Have a keyword that’s too expensive to bid on?
Create a specific landing page and SEO optimize the hell out of it.
Happy Search Marriage
![Page 31: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/31.jpg)
EXAMPLE
Have an important keyword with a muddled SERP?
Overbid on it within paid search to get the coverage.
Happy Search Marriage
![Page 32: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/32.jpg)
Mobile Paid Search is driving 50% of all paid search clicks for Google
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013
Mobile Domination
![Page 33: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/33.jpg)
Click-Thru Rates on Mobile Paid Search can be upwards of 200%
higher than desktop/tablet
http://searchenginewatch.com/article/2261949/AdWords-Mobile-PPC-Performance-How-it-Stacks-Up-Against-Desktop
Mobile Domination
![Page 34: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/34.jpg)
Mobile Paid Search is driving 50% of all paid search clicks for Google
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013
Mobile Domination
![Page 35: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/35.jpg)
Cost per clicks are 30% lower than desktop/tablet, but are rising YoY
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013
Mobile Domination
![Page 36: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/36.jpg)
EXAMPLE
Have a fan-favorite blog post?
Two for the Price of One
Pick out main keywords from the blog and launch paid search ads to drive traffic to the blog post
(similar to a white paper approach)
![Page 37: Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014](https://reader033.vdocument.in/reader033/viewer/2022060121/5593fb561a28ab6e4f8b4629/html5/thumbnails/37.jpg)
EXAMPLE
Launching a whitepaper?
Two for the Price of One
Coordinate with your SEM representative to test the titles of the whitepaper as headlines in paid
search ads to ascertain projected CTR.