Dairyland Sem Seo Recap 12 10 Final

Proprietary and confidential. Do not distribute.

Program ReviewPrepared for: Dairyland Cycle (Sentry Insurance)December 2010

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Agenda

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• Current Program Review

• Paid Search

• Search Engine Optimization

• 4-Month Extension Proposal

• Additional Opportunities

• Sentry.com

Proprietary and confidential. Do not distribute.3

Current Program Review


Program ReviewPaid Search Strategy & Tactics

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10

• Geographic Targeting Campaign

• Q1 – All states that currently have a live product offering

• Q2 – States added: IA, KY, CT, MI, AL, ID, MT, and VA

– Eliminated high-cost, low-conversion keywords

– June 21st: Campaigns paused to drive down CPLs

• Q4 – States added: ME, ND, and NE

• Motorcycle Insurance Campaign – Launched April 2nd

• Weekly implementation of individual keywords

• Ongoing bidding adjustments to ensure high impression share and conversion volume while keep costs low

• Media Spend Flighting

• Q2 – Monthly Budgets increased to $20,000

• Q3 – Monthly budgets decreased to $5,500

• Q4 – Monthly budgets increased

• Expansion to Bing – Mid-December

Strategy

Tactics

• Bidding based on Cost per Conversion objectives

• Campaign creative customization and ongoing testing

• Local focus

• Media flighting based on seasonality


0

1,000

2,000

3,000

4,000

5,000

6,000

Program ReviewPaid Search: January „10 – December „10 (Campaign offline in July)

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0

50,000

100,000

150,000

200,000

Total Clicks Delivered

Conversions* Generated

Impressions

0

100

200

300

400

500

600

700

Highlights

• Click volume was highest in the month of May

• Impression volume was highest in the month of November

• Conversion volume has grown steadily as quote and bind functionality has been rolled out to additional states throughout the year

• November saw the largest number of conversions with 632; the program is on pace to exceed this total in December

• Conversion Rate averaged 10.39% and was strongest during September at 21.75%

*Conversions – coupon views


$-

$5,000.00

$10,000.00

$15,000.00

$20,000.00

Media Spend

Program ReviewPaid Search: Google Spend Trending

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Cost Per Click/Cost Per Conversion*

$-$0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 $5.00

$-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

Cost per Conversion Media Cost per Click

Highlights

• The average Cost per Click was $3.17 and was most efficient in January at just $2.36 per click

• The average Cost per Conversion was $30.51 and was most efficient in August at just $11.34 per conversion

• Additional media budget was approved for April-June

and again starting late October

*Conversions – coupon views


Program ReviewPaid Search: Top 10 Keywords

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Overall Highlights

• A total of 37,640 clicks were delivered to the Dairyland Cycle site in 2010

• In other words, 37,640 consumers clicked through to the Dairyland site in a span of 334 days

• That is approximately 113 consumers per day going to the Dairyland Cycle site as a result of the Paid Search campaign

• Both impression and click volume were up dramatically year over year based on an increased media budget, while CTR% was down from 5.40% to 3.49%

• The media Cost per Click rose from $3.00 in 2009 to $3.17 in 2010, while average position dropped from 3.4 to 3.6

• Conversion volume was also up dramatically year over year (163%), as the campaign delivered 3,912 conversions in 2010

• Click to Conversion Rate improved 21% year over year, from 8.56% in 2009 to 10.39% in 2010

Program ReviewPaid Search: 2010 vs. 2009


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• Site Analysis

• Copy Consulation

• Competitive Review and Analysis

• Custom Meta Tags

• Page Submissions

• Benchmark Analysis

• Monthly reporting

• Traffic

• Best performing keywords and engines

• Engine by engine summary

• Next steps and recommendations

• Link Building

• Social Activity

Strategy

Tactics

• Increase Organic Traffic

• Increase Organic Visibility

• Increase Website Conversions/Quote Requests

Program ReviewSearch Engine Optimization (SEO): Strategy & Tactics


Program ReviewSEO: Organic Traffic

• Organic traffic increased 86% year-over- year and decreased 29% month-over-month

• The month-over-month decrease in traffic follows the same overall trend as the previous year; therefore, this decrease appears to be a seasonality trend

• Google showed the highest year-over-year increase, going up by 96% over the course of the year


Program ReviewSEO: Visibility

• Organic visibility has increased from the December benchmark by 287%

• For the month of November there were 58 total listings for targeted keywords, compared to 15 listings at the beginning of the campaign

• Visibility has increased in all engines, with Google showing the highest increases in visibility

• There are currently 58 listings in the top 50 search engine results for targeted terms and 14 listings within the top ten results


Program ReviewSEO: Website Conversions


Program ReviewSEO: Link Building & Social Activity

Started link building efforts in early November after all the meta data was all in place.

• Bookmarked Dairyland Cycle on StumbleUpon, a bookmarking site which allows users to “discover” content that may be of interest to other StumbleUpon users

• Also bookmarked on Reddit.com and Delicious.com and posted comments on blog.motorcycle.com and motorcycleinsurance.org

• This content becomes linked on the site and accessible for other users to search

Social activity initiated in early December.

• Took a non-branded approach to social activity because of the legal restrictions currently in place; however, we are able to set up profiles and participate in activity on the following sites in order to discuss Dairyland Cycle Insurance through commenting, answering questions, and general social collaboration:

• Yahoo! Answers, Care2, MotoZania, Moteros United & Flickr

http://www.flickr.com/


Ne

xt

Ste

ps 1 Place 301 redirects on the old URLs that have been recently updated

2 Grant us access to Google Analytics to investigate decrease in conversions for the Submit Button

3 Update copy throughout the website to reflect the most recent recommendations

4 Create content to go along with the recommended linkbait pages

Create navigation that links to the most important content on your website5For Google tracking purposes, place the following meta tag on Dairyland Cycle‟s homepage:

<meta name="google-site-verification" content="Fnpc0g0o9MvrBel0_SLEh4KaUHL3ChO9HSRKcjdb55A" />

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Program ReviewSEO: Next Steps

Proprietary and confidential. Do not distribute.15

4-Month Extension Proposal


An Impactful Campaign

Motorcycle Insurance Campaign Launch Initiated Link Building & Social ActivitySEM Paid Search Campaign Began

Top 4 Search Terms Driving Traffic to Dairylandcycle.comDecember „09 – December ‟10

As you can see in the chart above, Dairyland Cycle‟s campaigns have made a dramatic impact by utilizing Paid Search and specific keywords, and through link building and social activity.

Source: Experian Hitwise US, 12/29/2010

Key: “dairyland insurance” ”dairyland motorcycle insurance” ”dairyland” ”dairyland cycle”


Products Description InvestmentTotal

Investment

Option 1

Paid SearchRenew current campaign

Google Only$30,000

$37,500Search Engine Optimization

Continued reporting, link building and press release

distribution

$7,500

Option 2

Paid SearchIncreased Share-of-Voice

Expansion to Bing & Yahoo

$137,600

$145,100

Search Engine Optimization

Continued reporting, link building and press release

distribution$7,500

Note: All pricing is valid until January 15, 2011.

Investment Summary4-Month Extension


Additional OpportunitiesSentry

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Overall Market Share based on Total Site VisitsSentry Insurance vs. Top Competitors

Additional OpportunitiesSentry‟s Online Market Share



Important Items in Need of Optimization

Overall SEO Site Grade: 2.1/4

Site Speed Grade: B

On-Site Opportunities:• Create Additional Keyword-Targeted

Content• Optimize Header Tags• Implement an XML sitemap

Additional OpportunitiesSEO Site Analysis: Sentry.com


Additional OpportunitiesSentry Insurance Vs. Dairyland Cycle

During the peak motorcycle insurance buying season, our Paid Search and SEO efforts enabled Dairyland Cycle to increase in market share by over 200% year-over-year and even surpass Sentry. Sentry could greatly benefit from a similar campaign.



Additional OpportunitiesPaid & Organic Search



Additional Opportunities

Targeting consumers online who are actively searching for products and services

Source: Click Consult, December 2008 / eMarketer

Working TogetherResearch has shown that combining SEOand Paid Search efforts can increase

conversion rates by nearly 52%

SEO & Paid

Improving the volume and quality of traffic to your website


Thank You!

Connect with us:

Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter

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Michael BakInteractive Account Executived. 952-903-4679 │[email protected]

http://www.facebook.com/15miles

http://www.twitter.com/15_miles

http://www.15miles.com/linkedin

http://www.searchperspective.com/

http://www.tmpdm.com/newsletter/


Proven Success2

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Search Engine Watch Awards• Finalist for Best B2B Search

Marketing CampaignOMMA Awards

• Nominated for Online Advertising Creativity/ Search Marketing: SEM Campaign

Paid Search, IYP, Social Media, SEO

(Started in 2006)

Search Engine Watch Awards • Finalist for Best Use of Local Search

OMMA Awards • Nominated for Online Advertising

Creativity/ Search Marketing: Creative, Single Execution

SEO, Paid Search, IYP, PYP (Started in 2006)

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09

ClickZ Connected Marketing Awards• Nominated for Best Use of Search Marketing

OMMA Awards• Nominated for Integrated Online Campaigns

SEO, Paid Search, IYP, PYP,Social Media, Display

(Started in 2007)

SEO (Started in 2007)

IAB MIXX Awards• Award winner

for Lead Generation

ClickZ Connected Marketing Awards• Honorable mention for Best

Use of Search Marketing

SEO, Paid Search, IYP, PYP, Social Media

(Started in 2003)

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http://awards.15miles.com/AspenDental/

http://awards.15miles.com/childreninternational/

http://awards.15miles.com/sunriseseniorliving/

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Dairyland Sem Seo Recap 12 10 Final

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