Toronto - Bill Barnes
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UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESSBill BarnesVP, Business DevelopmentMediative
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WHO WE ARE
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UNDERSTANDINGUSER BEHAVIOR
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Search is…
The connection between intent and content
User Behavior
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The 5 foundations of Search Marketing:
Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
User Behavior
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The 5 foundations of Search Marketing:
Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
User Behavior
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The 5 foundations of Search Marketing:
Right MessageRight PersonRight PlaceRight TimeRight Experience
User Behavior
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Google Live Yahoo
Search Behavior: Search Patterns on Major Engines
Source- Eye Tracking II: Enquiro
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Search is…
The connection between intent and content
User Behavior
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User Behavior
Search is…
The connection between intent and content
Intent = Keywords
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“Digital Camera”
Reviews
Consumer Reviews
TestimonialsSLR5 Megapixel
Canon Kodak
Nikon
SonySmall Size Easy to Use
Digital Camera
Semantic Mapping in Search
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Digital Camera
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“until I find you john irving”
Contentmatched intent
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Contentmatched
intent
“until I find you john irving”
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Personalized Results
• Organic listings 3, 4 and 5 personalized
• Study of 16 individuals
• Tracked History from a previous session
• Provided listings based both on past clickstream and assumed place in buying funnel
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Personalized Results
18.91
40.4
20.57
40.95
15
55.56
0
10
20
30
40
50
60
Non Personalized Personalized
% of Time Spent % of Fixations % of Clicks
• Organic listings 3, 4 and 5 personalized
• Study of 16 individuals
• Tracked History from a previous session
• Provided listings based both on past clickstream and assumed place in buying funnel
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The Area of Greatest Promise?
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% Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
Would you usethe searchengine tolaunch a
similar query
Would you usethe searchengine for
other queries
Would yourecommend thesearch engine
to a friend
Would youmake the
search engineyour preferredsearch engine
Good Ad Bad Ad
How Important is the Area of Greatest Promise?
Enquiro Microsoft Ad Relevance Test
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SEO & SEM
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Search is…
The connection between intent and content
Intent = Keywords
User Behavior
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Keywords
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Let’s talk about Spiders
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3 Keys to SEO
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3 Keys to SEO
1.Content
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3 Keys to SEO
1.Content
2.Content
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3 Keys to SEO
1.Content
2.Content
3.Content
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3 Keys to SEO
1.Content
Create as much as possible
2.Content
Unlock the content you haveShare it with the world through linking
3.Content
Keep creating more
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Content is…
• Articles
• Blogs
• Corporate Info
• Images
• Video
• Press Releases
• Podcasts
• Webinars
• Whitepapers
• Microsites
• Promotions
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3 Keys to SEM
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3 Keys to SEM
1.Test
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3 Keys to SEM
1.Test
2.Test
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3 Keys to SEM
1.Test
2.Test
3.Test
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3 Keys to SEM
1.Test
You’re your targeting
2.Test
Your ad copy and landing pages
3.Test
Keep testing
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Paid Search Best Practices
• Understand your target market
• Attract a qualified audience
• Coach the click
• Allow visitors to convert in a way that is natural to them
• Monitor performance to enable continuous improvement
• Write ad copy to match intent
• Use keywords (remember semantic mapping)
• Test different ad copy
• Landing Pages match the ad
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Top 10 Mistakes…
• Not understanding intent
• Not using the same language as your target market
• Basic optimization not done (SEO)
• Landing pages too generic or not giving the user what they want.
• No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)
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Top 10 Mistakes…
• Broadly defined ad-groups
• Set it and forget mentality
• Focused on click metrics instead of conversion metrics
• Not doing day-parting and geo-targeting
• Big 3 blindness
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