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Winning With Marketing Dollars Boutique & Lifestyle Lodging Association Presentation 2010 07 14
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Transcript of Winning With Marketing Dollars Boutique & Lifestyle Lodging Association Presentation 2010 07 14
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Winning With Marketing Dollars
Presented by:
Mike Rosenberg – Vice President
EngineWorks, Inc.
www.engineworks.com
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Presentation Outline
1. Search Powering Your Marketing Mix
2. SEO + Paid Search
3. Data Driven, ROI Focused Decision Making
4. Winning ‘Traditional’ Marketing Dollars
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Search Powering Your Marketing MixKnowledge is Power
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Powering Your Marketing Mix
• In-depth research and analysis
•How customers seek-out your products
•Most effective targeting and messaging
• Integrated through all media channels
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Keywords: The Foundation Of SEM
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Keyword Research & Analysis
• Search Popularity
• Relevancy
• Competitiveness
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Competitive Analysis
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Keyword Selection
Hotel
Boutique Hotel
Colorado Boutique Hotel
Vail Colorado Boutique Hotel
Vail Colorado Boutique Ski Hotel
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Traffic Driving Keywords
ORIGINAL KEYWORD FOCUS SEARCH VOLUME
OPTIMIZED KEYWORDS SEARCH VOLUME
georgia garden 33,100
georgia golf 135,000
georgia gardens 18,100
georgia golf course 33,100
georgia nature center 880
georgia golf courses 18,100
georgia butterfly 880
georgia weddings 12,100
georgia butterflies 390
georgia conference center 12,100
ga butterflies 91
georgia conference centers 4,400
atlanta georgia gardens 90
georgia golf resort 2,740
georgia butterfly garden 73
georgia wedding location 1,900
butterfly garden georgia 73
georgia wedding locations 1,600
atlanta garden georgia 50
georgia golf resorts 1,600
53,727
222,640
►
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Drive Messaging through All Channels
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Pre-Optimized Messaging
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Optimized Messaging
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SEO + Paid SearchCross-Discipline Campaigns
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Cross-Discipline Search Campaign
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SEO + Paid Search
• Identify keywords driving conversions NOW
•Optimize SEO elements around current keywords
•Dramatically improve natural search positioning
•Substantial increase in number of conversions
•Ability to target geographic regions that convert
best
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Real-Time Insight
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Keywords Driving Conversions
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Keywords Driving Conversions
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Cross-Discipline Results
Improved Natural Search Positioning
Priority Keyword 06.01.09 06.01.10
kings island discounts
21 4
kings island discount tickets
43 3
kings island tickets
74 3
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Cross-Discipline Results
Percent Increase for
Kings Island Discount TicketsVisits
+368%
Goal #1 – Visitor Guide Mailed
+320%Overall Goal Conversion Rate
+610%
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20 percent + 10 percent = 60 percent
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20 percent + 10 percent = 60 percent
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Cross-Discipline – Goals Surpassed
Goal 1: Increase Total Number of Web Site Visitors
Goal 2: Increase Natural Search Engine Visits
Goal 3: Decrease Average Cost-Per-Click
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2008 TYE 2009 GOAL 2009 TYE
Total Web Site Visitors
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2008 TYE 2009 GOAL 2009 TYE
Total Natural Search Visits
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
2008 TYE 2009 GOAL 2009 TYE
Cost-Per-Visit
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Data Driven, ROI FocusedEngineWorks Approach
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Data Driven, ROI Focused
•Search Marketing provides much more control
•Instant results to react to immediately
•Ability to fully measure and track results to prove
without a doubt what is working and what is not
•Not locked into specific publications, mediums, websites
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Paid Search Strategy Case Study: Liftopia
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Keyword Selection – Long Tail Approach
Ski Discount
Park City Discount
Park City Ski Discount
Park City Lift Tickets Discount
Park City Ski Lift Tickets Discount
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Active Bid Management at Keyword Level
•Historical Performance (all-time)
•Monthly Performance (current & previous month)
•Weekly Performance (current week )
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Ad Copy Updating & Testing
•A/B Testing
•Inclusion of Specific Deals in Ad Copy
•Different Results for Different Segments
Crested Butte Lift TicketCheap Lift Tickets at Crested ButteLimited Offer: Lift Ticket From $42www.Liftopia.com
Crested Butte Lift TicketSave Money at Crested Butte, CO.Limited Offer: Get 14% Off Sat/Sun!www.Liftopia.com
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Liftopia Paid Search Case Study
•Decreased Cost-Per-Conversion Six Times (6x)
•Increased Conversion Rate Six Times (6x)
•400% Return-On-Ad-Spend
Oct Nov Dec Jan Feb Mar Apr $-
$10 $20 $30 $40 $50 $60 $70 $80
Cost-Per-Conversion
Oct Nov Dec Jan Feb Mar Apr0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%Conversion Rate
Oct Nov Dec Jan Feb Mar Apr-200%-100%
0%100%200%300%400%500%
Return-On-Ad-Spend (ROAS)
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Winning Traditional Marketing DollarsData Driven, ROI Focused Internet Marketing
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Data Driven Decision Making
•Comparison of what is working
•Pause of Direct Mailings, Billboards, and Print Ads = No
Change
•Pause Search Marketing = Reduced Conversions
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Search Marketing…Real Results
►
First three (3) months of concerted SEM campaign
More that 4x online traffic
+200% monthly bookingsSurpassed aggressive monthly goals
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Thank You!Presented by:
Mike Rosenberg - Vice President
EngineWorks, Inc.
www.engineworks.com
Twitter: MikeRosenberg
LinkedIn: linkedin.com/in/mikejrosenberg
Free Analysis
www.engineworks.com/rev-up/