January 23, 2013
Search Engine Marketing
Today’s Presenters
2
Connie Ross Associate Director Search Marketing,
Empower MediaMarketing
Tim Metzner Digital Marketing Consultant
Former VP Marketing, SparkPeople Startup Weekend Organizer
Our Experience: Startups – Regional Co.'s – Global Brands
Empower Media Marketing Vitals
» Full Service Media Agency
» Founded in 1985
» P&G Roots
» 140 Employees
» Independently owned
» Women Owned and Certified
» Nationally Recognized Excellence
Agenda
» What is Search Engine Marketing?
» Overview of the Categories
• Paid Search
• Local Search
• Organic Search
• Mobile Search
5
What is Search Engine Marketing?
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Search Is a Core Behavior
Now
4 billion searches per day…
and growing
Search Engine Marketing Outlook
» Paid Search Spending is expected to top $18 billion by 2013
» Mobile Ad Spending is expected to see the largest growth for digital in the next 2 years followed by Video & Social
Digital Media 2011 (billions) 2012 (billions) 2013 (billions) % change
2011 - 2013
Paid Search $14.38 $17.03 $18.85 31%
Online Display $7.61 $8.94 $9.93 30%
Social Media $1.00 $1.23 $1.66 66%
Mobile $1.23 $1.80 $2.52 105%
Video $2.16 $3.09 $4.20 94%
Source: eMarketer - The Global Media Intelligence Report: North America, October 2011
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Search Engine Marketing
» For Searchers…
• It’s about Better Research
• It’s about Convenience
» For Advertisers…
• It’s about Being Found
• It’s about Being Relevant
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SEM Terminology
Search Engine Marketing
(SEM)
Paid Search (PPC)
Search Engine Optimization
(SEO)
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Paid Media Paid Owned & Earned
Search Engine Marketing Categories
• Keyword buys on all engines, mainly Google & Yahoo/Bing Paid Search (PPC)
• Appearing when a consumer searches for localized information (i.e. Family Entertainment in Branson, MO) Local Search
• Process of improving the visibility of a website in search engines via the "natural" or organic search results Organic Search (SEO)
• Keyword buys on all engines, appearing specifically on mobile devices Mobile Search
• Focuses on Industry specific content (i.e. Banking, Shopping, Travel, etc.) Vertical Search
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Anatomy of a Search Engine Results Page
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Query
Paid Ad
Local Listings
Organic Results
Paid Ad
Local Listings
Search Engine Market Share
» Google remains the leader in the search space
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67%
15%
14%
3% 2%
Percent of U.S. Search Queries
Yahoo!
Bing
Ask
Aol
Source: comScore Marketer, July 2012
Search Alliance – 29%
Paid Search (PPC)
What is Paid Search?
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Query
Paid Ad
Local Listings
Organic Results
Paid Ad
Local Listings
Relevancy is King
» Ads are ranked based on many factors
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Amount You’re
Willing to Pay
Text Ad Keyword
Account History/CTR
Landing Page
Ranking on Search
Results Page
Relevancy/Quality Score Maximum CPC Bid
Competitor Max CPC Bid Ad Quality Ad Rank Position
A $4 1 4 4
B $3 3 9 2
C $2 6 12 1
D $1 8 8 3
Paid Search Ad Rank
» Max CPC bid × Quality Score = Ad Rank
x
x
x
x
=
=
=
=
Adjusting Match Types
Broad
•Any query containing the terms in any order and along with other terms
•Earns a LOT of impressions and may be less relevant
+Broad Modified
•Any query containing the term or close variation following the “+” symbol
•Limits the amount of impressions typically generated
“Phrase”
•Query must contain the words in the order you have them
•Somewhat limits impressions and can increase CTR%
[Exact]
•Ad only appears if the query is exactly what is contained in the brackets
•Least amount of impressions
-Negative
•Query can not contain the term or phrase
•Ads will not display
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Instant Oil Changes
Instant Oil
Instant Changes
+Instant +Oil +Changes
Instant and Speedy Oil Changes
“Instant Oil Changes”
Inexpensive instant oil changes
[Instant Oil Change]
Instant Oil change
-Cheap
Cheap Oil Changes
Anatomy of a Text Ad
Text Ad Elements & Character Limits Headline – 25 Characters Description Line 1 – 35 Characters Description Line 2 – 35 Characters Display URL – 35 Characters
DO’s •Provide a strong call-to-action •Make a compelling offer •Ensure it’s relevant to the ad group •Write in proper text format •Look at competitors for inspiration
DON’Ts •No superlatives (best, cheapest) unless verified within 2 clicks of landing page •No words in all CAPS •No more than one “!” in description •Display URL must match Destination URL
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Anatomy of a Text Ad
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Location Extensions Sitelinks
Campaign Optimizations
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CTR%
• High CTR means the terms are relevant & have strong quality score. Good scores are awarded lower CPC’s
• Low CTR terms need adjusted match types or to be paused
CPC$
• High CPC’s spend budget quickly, so finding optimal selection of low cost terms is the ultimate goal
• Noting high CPC terms, increase match type or pause
Avg. Pos
• High position (3+) may have poor metrics: sort by highest positions and consider increasing match type or pausing
• Increase Max CPC bid for a term to influence positioning
Local Search
What is Local Search?
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Query
Paid Ad
Local Listings
Organic Results
Paid Ad
Local Listings
What is Local Search
Local Listings Management
» 97% of Consumers search for local businesses online can be there when their customers need them
» Manage the top 100 local listing sites including Google+ for businesses, Bing Local, Yelp, etc.
March 2012 BIA/Kelsey's User View Wave VII Report
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SEO
What is Search Engine Optimization?
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Query
Paid Ad
Local Listings
Organic Results
Paid Ad
Local Listings
How Do Search Engines Create Rankings?
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Three Optimization Areas for SEO
1. Content Optimization • New Content
• Updated Content
2. HTML Code Optimization • Title tags
• Meta tags
• Header tags
• Image ALT tags
3. Inbound Marketing • Influencing other channels
• Increasing links back to site
*IMPORTANT NOTE: All aspects of SEO are informed by Keyword Research.
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Mobile
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What is Mobile Search?
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Paid Ads
Organic Results
Paid Ads
Local Listings
Mobile Search Facts
» Google controls 93% of the mobile paid search market
» 70% of desktop searches lead to an action within 1 month. 70%
of mobile searches lead to an action within 1 hour.
» Worldwide mobile advertising will reach $11.4 billion in 2013.
Sources: Internet Retailer & SocialMediaToday.com
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Q&A…
Thank you for attending!
• If you have follow-up questions or want more
information, please contact us:
Tim Metzner, email: [email protected]
Connie Ross, email: [email protected]
Important Terms
» Search Engine: A program or tool that helps users locate information or documents using keywords.
» Search Engine Marketing (SEM): Paid advertising on a search engine.
» Search Engine Optimization (SEO): Organic listings on a search engine.
» Keyword: Specific word(s) provided as an index to identify specific records or documents, usually to facility search engines on the web.
» Visit Duration: Length of time a visitor is exposed to a an advertisement during an online session.
» Tracking Pixel (Beacon): A measure whether the ad, page or email was successfully viewed and other tracking purposes.
» Click-Stream: The navigational path or sequence of activity a user initiates while online.
» Cookie: A file transmitted to a user’s browser to uniquely identify the user’s browser.
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Strategic Marketing Communications
• Channel Planning & Optimization
• Marketing Strategy
• Brand Strategy
• Digital Strategy
• Mobile Strategy
Decision Sciences
• Media ROI/Effectiveness
• Consumer Insights
• Direct Response Reporting & Media Optimization
• Brand Participation MappingSM
• ChatterWatchSM
• Impact Moments® Research
• Competitive Analysis
Media Planning & Buying
• Broadcast
• National & Local TV, Cable & Radio
• Out-of-Home/Digital OOH
• Online & Mobile Display
• Direct Response
• Product Placement/Brand Integration
• Social Ads
• Search Marketing
Empower Media Marketing Capabilities
Insight Fueled – Performance Driven – Vital Media
Empower Approach to Search
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Discover
Define
Design
Develop
Deploy
Decipher
Understand client, consumer, project background
Plan recommendation
Plan activation
Track, analyze, optimize, report
Strategies to meet objectives
Align on objectives and measurement plan
Strategic Partnerships
Certified Agency Search Engines Local Listings Database Web Analytics Vendors
Uncover Consumer Insights through Search Behavior
Key Resources Inform Search Plans
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Industry-Leading Tools
Campaign Automation
Industry Trends
Search Intelligence
Keyword Research SEO
Analysis
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