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Search Marketing Success: Dominate Search In 2011

Greg Slama

September 23, 2010

www.onetooneinteractive.com

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Greg Slama

As Manager of the Search Engine Marketing Team, Greg leads all Paid Search and Natural Search programs for OTOi clients, and provides cross-channel support to ensure optimization across all media tactics. With over nine years of experience in SEM, he understands how to translate complex goals from various departments into search strategies that meet client objectives.  Since joining the firm in 2005, Greg has been instrumental in launching best-of-breed acquisition strategies for various clients in the financial services, life sciences and telecommunications industries. During his tenure, Greg has been responsible for helping to forge OTOi as an industry leader in SEM.

Greg majored in Information Technology at the University of Massachusetts Lowell.

Manager, Search Marketing

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Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.

One of the 20 “Hottest Independent Digital Firms” GloballyAdAge, 2007

One of the Fastest Growing Private CompaniesInc Magazine, 2008

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Today's Goal

• Discuss real opportunities you can test in Q4

• Expand reach, eliminate waste and improve ROI

• Effectively integrate priority channels

• Grow your campaigns for 2011

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Agenda

• Manage Queries Not Keywords• Move Beyond the Engines• Mobilize Your Search Strategy• Get Local• Socialize Your SEO• Tailor Your Results• Let Your Visitors Help You Optimize• Hitch Yourself To The Google Wagon• Educate To Integrate• Budget For Failures

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Manage Queries Not Keywords

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QueriesQueriesKeywordsKeywords

Queries versus Keywords

• Over 20% of queries performed on Google each day are new

• Advanced query management allows advertisers to evolve campaigns as search behaviors change

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Designed To Bounce

Query Decision Cycle

Non-interest bearing accountNon-interest bearing account

Non-ConversionNon-Conversion

Is there an alternative product to drive to?

YesYes NoNo

Create new ad group and drive to proper landing page

Include as a Negative Match keyword

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Keyword Matching Overview

Match Type Keyword Example Ads Will Show For Ads Will Not Show For

Exact [tennis shoes] tennis shoesred tennis shoes tennis shoe buy tennis shoes

Phrase "tennis shoes"red tennis shoes buy tennis shoes tennis shoes photo

shoes for tennis tennis shoe tennis sneakers

Broad tennis shoes

tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers

Modified Broad +tennis +shoesNike tennis shoestennis shoesbuy tennis shoes

tennis sneakerstennisshoes

Negative tennis shoes -used

tennis shoes buy tennis shoes tennis

used tennis shoes shoe used for tennis

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Getting Started With Query Management

1. Use a layered match-type approach by duplicating ad groups and targeting differently

A. Exact match ad groups should be prioritized with higher bids

B. Broad match used as a reconnaissance tool to continue to develop keyword lists

C. Phrase matching is recommended for long-tail terms and queries requiring tighter control

2. Run query reports a minimum of once a week to identify new and negative keywords based on conversion performance

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Move Beyond The Engines

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Where Are People Searching?comScore Expanded Search Query Report June 2010 vs. May 2010 Total U.S. – Home/Work/University Locations Source: comScore qSearch

Expanded Search Entity

Search Queries (MM)

10-May 10-JunPercent Change Jun-10 vs. May-10

Total Internet 24,415 24,933 2%Google Sites 14,444 14,617 1%Google 10,822 10,936 1%YouTube/All Other 3,622 3,681 2%Yahoo! Sites 2,994 3,206 7%Yahoo! 2,981 3,194 7%All Other 13 12 -8%Microsoft Sites 2,001 2,178 9%Bing 1,636 1,722 5%Microsoft/All Other 365 456 25%Ask Network 714 678 -5%ASK.COM 319 315 -1%MyWebSearch.com/ All Other 395 363 -8%craigslist, inc. 689 657 -5%AOL LLC 610 629 3%AOL Search Network 290 298 3%MapQuest/All Other 320 331 3%Facebook.com 609 621 2%eBay 647 620 -4%Fox Interactive Media 310 295 -5%MySpace 307 292 -5%All Other 3 3 0%Amazon Sites 280 290 4%

• YouTube generates more queries than Yahoo!

• Craigslist + Facebook + eBay = Bigger than Bing

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YouTube Channels

Natural ListingNatural Listing

Sponsored ListingSponsored Listing

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Ebay Store Front

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Facebook Ads

Targeted Sponsored ListingTargeted Sponsored Listing

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Getting Started

1. Identify the business reason for entering each space

2. Find active channels where your audience is present

3. Identify how customers want to interact (buy, educate, engage, tell friends)

4. Determine digital asset requirements

5. Build measures of success

6. Ensure proper resourcing to support interactions

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Mobilize Your Search Strategy

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Mobile Search Is Growing

• Mobile accounts for over 10% of total queries on Google

• Expected to reach 20% by 2012 (RBC Capital Markets)

• 50% of ALL web traffic will be driven by mobile in the next 5 years (Morgan Stanley)

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Mobile Ad Formats

Sponsored AdsSponsored Ads SearchSearch Click To CallClick To Call

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Getting Started With Mobile Search

1. Recommended to test using 2-5% of total budget

2. Use top performing terms (Brand & Generic) and geo-queries

3. Run campaign independently of search (if current campaigns are opted into mobile, opt out and seperate)

4. Segment WAP and HED separately (HED may have a drastically different user experience)

5. Leverage campaign specific phone numbers for call tracking

6. Use new metrics (Cost Per Call)

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Get Local

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The New Yellow Pages

Local Search has always been a hot topic - the mobile explosion suggests this will continue

•Mobile users accessing business directories and Internet Yellow Pages (IYPs) increased 14% YoY (17.3MM users in 3/2010)

•30% of Mobile searches on Google are Local

•10% of Desktop searches on Google are Local

comScore Local Search Study (2010)

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Opportunities For Local Search

Maps ListingsMaps Listings Website ContentWebsite Content IYPsIYPs

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Getting Started With Local

1. Claim and optimize maps listings while ensuring all appropriate locations are included and accurate

2. Devise an on-site content strategy based on areas you do business (individual pages)

3. Assess your IYP/Directory strategy (YellowPages.com, SuperPages.com, Business.com)

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Socialize Your SEO

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Social Media and SEOSEO should never be the primary reason to engage in social media… but

•Social content that is not found has no value

•Optimizing social content will provide more ROI for social media efforts

•Inbound links are the primary currency of SEO and social media can be a link building machine

•Visitors who engage in your social conversations tend to use the terminologies your target audience is using

•Social profiles tend to rank well for brand terms

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Social SEO Opportunities… To Name A Few

Social Opportunity SEO Opportunity

Expanded content, cross linking and visitor posts/commentary

Tweets may rank high, real-time indexing, and great for saturating results on brand

Little SEO value aside from saturating results on branded terms

Great for building inbound links and capturing traffic via image searches

Almost guaranteed first page ranking for your brand

Builds inbound links, traffic from YouTube searchers

Also Consider

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Getting Started With Social Media SEO

1. Review the entire social media game plan for SEO opportunities2. Train social media stakeholders on SEO best practices 3. Ensure SEO is not forced into the mix4. Keep your corporate blog within the domain (e.g. website.com/blog)

as increased content and inbound links build authority5. Provide social bookmarking capabilities on your website6. Identify where your target audience socializes and engage7. Fill in on-site keyword gaps through social activities8. Build a plan to ‘announce’ new content and help real-time indexing

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Tailor Your Results

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Rich Ad Formats = Tailored Results

New ad formats and deep link options are becoming more prevalent and provide great opportunities to cater results

•Enhanced ads drive higher engagement with search results

•Providing multiple paths (research -> purchase) can align with various level of intent and increase click through

•Deep linking and the inclusion of steps in the conversion path can significantly increase conversion rates

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Paid Search Ad Format Examples

Match Type Keyword Example Ads Will Show For

Google SitelinksAbility to provide multiple links within a search ad for keywords with mixed intent (now Brand and Generic terms)

Yahoo! RAIS (Rich Ads In Search)

Customized formats to enhance ad interactions

Google Image Search Ads Ability to show images in search ads within Google Image Search

Google Product Extensions Displays deep links to products within Google Search

Google Local Extensions (Maps)

Allows for closest map listing to be displayed based on user location and location search capability

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Getting Started With Rich Ads

1. Identify options which best align with your keyword types, target audience and desired actions

2. Build a test plan based on individual capabilities (e.g. A/B or pre/post)

3. Plan for cross-channel analysis (Branded sitelinks may cannibalize Branded SEO)

4. Identify content that aligns with user queries based on different levels of intent and test

5. Discuss technical feasibility of advanced options (e.g. adding step 1 of lead input)

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Let Your Visitors Help You Optimize

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Visitor Based (Landing Page) Optimization

Buy or bounce, when the visitor is in control – the right experience is essential. Let them tell you what they want…

•Landing page testing is essential to conversion optimization

•Design tests using a ‘wave’ approach to allow for progressive improvements

•Use a phased approach including A/B/C and Multivariate tests

Landing page optimization can provide dramatic yield and in many cases we have seen conversion rates increase by 100%

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The A/B/C Redesign Test

Design A Design B Design C

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A/B/C Redesign Test – Winner Chosen

Design A Design B Design C

WINNER

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The Multivariate Test (Based on Winner)

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Example Wave Approach

Base conversion rate before testing: 1.60%

Conversion rate after wave 6: 2.60%

Lift: 63%

Impact of Testing on Conversion Rates

Redesign Tests

MVT Optimizations

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Getting Started With Landing Page Optimization

1. Identify the right testing platform for your organization (free or enterprise, integration with current analytics platform)

2. Start with the highest volume keyword themes/product lines

3. Design concepts should differ significantly, but keep a modular approach in mind for future multivariate phases

4. Build a matrix of distinct content you want to test (message, offer, CTA, headline, image)

5. Prepare for short term efficiency shifts but long term gains

6. Leverage learnings to inform other web assets (organic search pages)

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Hitch Yourself To The Google Wagon

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Google Webmaster Tools Overview

Google has become more transparent regarding SEO and this tool provides data on crawling, indexing , traffic and provides diagnostics to fix potential SEO pitfalls

•Find out how Google ‘sees’ your website

•Analyze search data and identify new opportunities

•Diagnose issues and receive alerts

•Get inbound link information (limited, but powerful)

•Communicate site changes

Matt CuttsHead of Google’s Web Spam Team

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Getting Started With Webmaster Tools

• Verify your website – various options (upload file, add META tag, add DNS record or link to Google Analytics)

• Submit your sitemap – an XML sitemap is recommended

• Review settings such as geographic target, preferred domain and parameter handling

• Review diagnostics to identify crawling issues, crawl statistics and duplicate Titles and Descriptions

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Advanced Webmaster Tools Options

Site Performance• Google factors page load time in it’s ranking algorithm and improving

this metric can impact your visibility and user experience

This site could be sped upThis site could be sped up

If issues are present, get suggestionsIf issues are present, get suggestions

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Advanced Webmaster Tools Options

Sitelinks• If you are lucky enough to get deep links listed you can review them and

block links you do not want (adding links is not allowed)

SitelinksSitelinks

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Advanced Webmaster Tools Options

Your Site On The Web• Search Queries - shows what terms a website is triggered for and

performance by position (Impressions, Clicks and CTR)

• Links to Your Website - identifies what backlinks Google sees and the words sites are using to describe yours

• Internal Links - shows which pages have the most navigational links within your site and which pages the architecture tells Google are important

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The Case For Webmaster Tools

• SEO does not always have to be slow

Launch new site design w/ SEO

Tasks• Verify website • Submit sitemap• Set preferred domain

• A recent client saw a 500% traffic increase from Google Organic within 2 days of launching a new website… and it keeps climbing

Tasks• Ongoing diagnostics• Alerts• Reporting

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Educate To Integrate

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The Search Channel Needs To Be FedMedia that triggers searches for products and services

42%

38%

37%

29%

11%

Magazines

TV

Newspapers

Radios

Billboards

Source: BIGresearch, “Simultaneous Media Usage Study” as cited in press release, February 17, 2009.

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Educate Across The Enterprise

Non-search marketers who understand the value of search can help fill your funnel

•Enable the assistance from other channels

•Educate teams with advertising influence

•Get involved in key planning activities to drive integration

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Getting Started With Integration

• Cross training and inter-agency relationships

• Shared marketing calendars

• Unified message testing

• Central advertising asset repositories

• Regular meetings and integrated budgeting/planning

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Budget For Failures

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Efficiency Cannot Be The Only Goal

• Paid Search is likely one of your most efficient acquisition tools

• But many marketers are forced to leave volume on the table and are outpaced by competitors

• Oppressive CPA goals will let competitors leave you in the dust

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New Approaches Require ‘Fail’ Budget

• Learn by doing, not just reading or spying

• Budget for the long term and prepare for a wide range of results

• Learn from non-converters and find new venues

• Build a portfolio with a mixed bag CPA thresholds

• Performance sacrifices can be mitigated

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Getting Started With A Portfolio Approach

BaseBase CoreCore ExpansionExpansion

New & fringe tactics, keyword &

targeting

Most efficient & proven

Lower efficiency & higher competition

60% budget allocation60% budget allocation 30% budget allocation30% budget allocation 10% budget allocation10% budget allocation

Significantly over CPA goal

Under CPA goal At or above CPA goal

Continuously balance allocation to meet overall CPA goalsContinuously balance allocation to meet overall CPA goals

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Conclusion

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Let’s Wrap It Up

• Query reports are your friend• Search Marketing is no longer just about traditional engines• Search is now in your prospects pocket• Just having locations does not make a local advertiser• Social media has compound effects on SEO• New Ad formats = new opportunities• Visitor interactions are a big opportunity to test and improve• Google wants to help you with SEO (finally)• Media integration drive search efficiencies• Not all search spend is created equal

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Okay, One More Thing

• Many of today's topics focused on– Integration– Channel influence– Unified marketing

• Stayed tuned for our upcoming webinar on:

Channel Attribution & Media Mix Modelingw/ Lisa Evans, SVP Measurement & Analytics

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Questions?

Greg Slamagslama@onetooneinteractive.com

For copies of the presentation or further info on OTOinsights services please email:

marketing@onetooneinteractive.com

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Future Webinars from One To One Interactive

Join us for our next Webinar On November 4th at 11 AM Eastern Time:

“Human-Centered Marketing

With Jeremi Karnell, President One to One Interactive

Register at: http://bit.ly/d3jxV8