Post on 26-Mar-2015
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Search Engine Marketing May 2005
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:: today’s overview ::
:Company Profile/Process Snapshot
:Market Research Insights with HitWise
:Comprehensive Search Engine Marketing:Algorithmic Search
:Discussion/ Next Steps
Appendix: Search Market Opportunity and Growth
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:: overview of 360i ::
:Google Advertising Research Council (Beta Programs) (50 in US)
:50+ Search Engine Marketing Agency, Since 1998
:Specialty Retail Practice & Shop.org Partner
:Speakers at Search Engine Strategies and AD TECH Conferences
:Board Members, Interactive Advertising Bureau (IAB), SEMPO
:Own Proprietary Bid Managements Software
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:: success stories: partial client list ::
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:: Full Service Search Marketing Services Overview ::
Our Full Circle Search® approach leads to improved integrated strategy and results through your one integrated search
team.
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:: 360i’s marketing campaign lifecycle ::
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:: 360i account team + supporting resources :::Integrated Account Team “owns” the Campaign
:: Senior Account Manager:: Media Manager :: Technical Manager:: Search Analyst:: Reporting Analyst
:Account Team is supported by::: VP Client Services:: Media Director:: Client Service Director:: Chief Technologist:: Chief Strategist
:Tenure/Experience of Staff:: 360i staff assigned to the campaign have tenure, advanced
technical abilities and extensive previous search experience.:: Prior retail experience - expedites results!:: No contractors – all in house staff
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:: campaign strategy overview ::
:Strategy/Goal Assessment
:Competitive Research :Hitwise (examples)
:Algorithmic Search:Strategy:Execution
:Measurement
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:: 2005 Campaign Opportunities ::
There is an opportunity to dominate search through the integration of natural and paid search campaign.
GOAL: Target online consumers with low-cost natural search strategies.
Most companies default to the paid listings for traffic… Natural search will provide a large advantage when coupled with paid.
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Algorithmic Search Captures First Look
“New EyeTracking Study verifies the importance of page position and rank in both Algorithmic and PPC search results for visibility and click through. Clicks happen pretty quickly. It just shows that search marketing is a real estate game. It’s all about location, location, location.” - http://www.enquiro.com/eye-tracking-pr.asp
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2005 Campaign Objectives
o Primary:o Capture large population of related searcheso Generate sales leads as measured by completion of online
applications and/or direct contacto Measure cost of traffic and conversions (sales leads)
Secondary:o Drive high volume of traffic to the site through search
engines.o Gain maximum search visibility as measured by rankings.o Enhance reporting and analytics by tracking against key
performance indicators.
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2005 Algorithmic Search Strategy
General Challenges:o Existing site is unfriendly to the search engineso Limited content, poor use of URLs and general architecture
does not comply with search optimization strategies
Strengths to Leverage:o Reasonable Google page rank showing maturity that can be
leveraged
Use of Landing Pages?o General strategy would apply to existing site to take
advantage of strong page ranko New pages with content specific to each search phrase will be
effective
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Algorithmic Search Strategy
Content Use:o Keyword Development
o Build keyword lists for new programs.o Revise and expand keyword lists for current search programs.
o Creation of Content Pageso Create new keyword-based glossary of Content pages that are
conversion driven with unique content.o Integrate key learnings from paid media performance.
o Internal Linkingo Develop internal linking strategy among all pageso Link Appendix and Content pages from homepage.
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Algorithmic Search Strategy
Site Optimization as applicable/possible:o Site assessment and recommendations for improvements
o Revise title and meta tags to incorporate target keywords.o Review site architecture for technical issues that could hinder
spiderability.o Submissions
o Submit site to major and mid-tier search engines and directories.
o External linking:o Assess all opportunities to create valuable inbound links to the site
o Other o Set performance benchmarks to measure progress (click, page
views, site activity, etc.)o Guidance of search friendly press releases
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Process sample – use of content ::
• Unique content that corresponds to the most important search phrases creates better ‘search visibility’
• Content can be added– To existing pages, or – By using new pages (useful for database driven sites)
• New content page creation adheres to the following– Site pages hosted off main domain with unique content that is
useful to the user and to the search engine spiders– Content pages create a ‘glossary’ section of material that
augments the ‘footprint’ of the site and broadens visibility and relevance to key search phrases
– See examples…
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Process sample – use of content ::Typical retail site – lots of images, little text content
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Process sample – use of content ::360i’s creation of a new glossary section for categories of search phrases
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Process sample – use of content ::Individual content pages – note use of URL, unique offers, uniform site navigation…
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2005 – Expect Change
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:: Appendices ::--Search Opportunity--Reporting Overview
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:: why search engine marketing? ::
“The secret of search marketing is that it delivers on the core goal of advertising. If you spend ad dollars, you should get back more customers, more revenue and more information. Search takes a step beyond brand or even direct response advertising and does what advertising is ultimately supposed to do: Find out where is the demand for a product or service and put a relevant message in front of that demand.”
Tim ArmstrongVP Advertising Sales, Google
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3%
6%4%
24%23%
8%
15%
4%
26%
20%
14%
4%1% 2%
4%
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Morning Daytime I DaytimeII
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EarlyFringe II
PrimeTime
LateFringe
LateNight
Exclusive Internet Exclusive TV
:: internet dominates daytime reach ::
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Source: OPA, Millward Brown Intelliquest Workplace Usage Study
Marketing Opportunity
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:: 117 million consumers use search ::
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:: search trend: older, affluent, and educated ::
Older
Affluent
Educated
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:: relationship between research and purchase ::
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Search Budgets are Growing…
Search works…Marketers are voting with their dollars
• Search is now the most dominant form of online advertising
• Emerging from nearly nothing just 5 years ago
Sources – Advertising Revenue Report, PriceWaterhouseCoopers/Interactive Advertising Bureau / April 2004
1999 2000 2001 2002 2003 mid-2004
Online Advertising Revenue, % by vehicle
1999Banners and sponsorships comprise 83% of market
Email, referrals, interstitials, slotting fees, other
Today
40%Search
8% Rich media
17% Classifieds
9% Sponsorships
20% Banners
Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004)
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:: users relying heavily on search to find sites ::
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:: search increases importance based on yrs. online ::
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:: active reach (%) market share – importance of big 4 ::
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:: recent trend: integrated search marketing ::
Type of Placements Yahoo! AOL Google MSN
# of Paid Advertisement Listings 13 5 10 8
# of Algorithmic Listings 10 10 10 15
Total Listings Per Page 23 15 20 16
% Paid Advertisements 56% 33% 50% 34%
% Algorithmic 44% 66% 50% 65%
Search Engine and Number of Listings Per Page
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AdWords(PPC)
algorithmic SEO
AdWords(PPC)
algorithmic SEO
Own More Shelf Space! - PPC
:: multiple placements maximize results ::
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:: Competitive Research ::(SAMPLE DATA ONLY)
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:: competitive hitwise reports ::
• Real time competitive intelligence
• 25 million Internet users (10MM in the US) the largest sample monitored every day
• 450,000+ online businesses
• 160+ industry categories
• Drive better business decisions
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:: Office Depot – rank by visits ::
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:: market share competition vs. industry average ::
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:: clickstream - top 10 search engine referrers ::
Most of the traffic is driven by Yahoo! and Google….How does this compare to other competitors?
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:: search engine referrers comparison data ::
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Search Engine Referrers
Office Depot 23.87% 10.51% 7.79% 2.68%
Office Max 18.66% 6.91% 7.11% 2.60%
Staples 21.58% 6.26% 8.16% 2.65%
Total from Search Engines
Yahoo Google MSN
The chart below indicates the percentage of traffic driven by search engines to each of the sites.
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:: clickstream – industry report ::
• Sites within the Shopping/Classifieds, Computers/Internet and Business/Finance deliver majority of the traffic to www.officedepot.com.
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:: industry comparison data ::
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Industry Comparison Data
Office Depot 49.10% 4.81% 1.09% 3.77%
Office Max 52.54% 4.97% 1.58% 5.91%
Staples 47.92% 5.61% 1.70% 5.46%
Shopping and Classifieds
Business and Finance
Business and Finance - Banks
and Financial Email
The chart below indicates the percentage of traffic driven by different industry categories to each of the sites.
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:: clickstream top 20 competitive sites ::
• The chart above indicates the top 5 sites visited before and after visiting OfficeDepot.com. This helps us understand the user behavior and the user tendency to shop and research for products on similar sites.
• Approximately 16% of the visitors tend to visit the two primary competitors of Office Depot after visiting OfficeDepot.com.
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:: clickstream top 20 referring sites – Office Depot ::
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:: clickstream top 20 referring sites – Staples ::
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:: clickstream top 20 referring sites – OfficeMax ::
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:: search terms suggestion tool ::
• Search term phrases identify the most popular brands and types of products searched for successfully
• Here 269 different variations of Backpack were identified
• Use distribution data to select key types, brands and models of backpacks to include in your search marketing campaign
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:: search terms report – Office Depot ::
Analyze most popular search terms within 160 industries
Analyze most popular and successful keywords that drive traffic
Analyze keywords that are generating traffic to competitor sites
Site gets traffic mainly from “branded” terms and opportunity to optimize to non-branded terms and get qualified traffic to the site
Office Depot received 23.07% traffic from search engine related search terms. This was 1.47 above the industry average.
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:: search terms report – Staples ::
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:: search terms report – OfficeMax ::
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:: demographics – Office Depot ::
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:: Site Side Tracking ::
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:: ClickTracks – benefits ::
• All search traffic managed in one tool
• One customized and detailed report for both SEO and PPC
• Critical information – this tool can track:o Inbound referral informationo Where visitor goes on siteo How long they spend on averageo Revenue per visitoro All data comparing algorithmic vs. Paid visitorso Allows for quick optimization and learning
ClientExpo• Online archive for all reports and data. Showcasing the site’s
current standings and rankings within the Top 4 Search Engines in relation to the targeted key-term list.
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:: reporting at a glance - “Dashboard” ::
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:: ClickTracks™ - id visitors on site ::
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:: ClickTracks™ - path view ::
• Path View– Traffic flow to and from each page– Exit rate– All divided by traffic/visitor category
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:: ClickTracks™ - revenue measurement ::
• Revenue per visitor
• Total revenue per phrase
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:: ClickTracks™ - keyword performance ::
• Keyword performance across multiple search engines (paid vs. non-paid)
• # of visitors• % of visitors
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:: ClickTracks™ - time on site – by type of visitor ::
• Time on site, Short visits• By category or site
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Tracking & ReportingTracking & Reporting : Client Expo Reporting –Snapshot
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Discussion/ Next Steps
• Bryan Kujawski, Co-Founder, 360i– BryanK@360i.com, 678-303-5870
• Blake Roberts– BlakeR@360i.com, 678-303-5892