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Resolution MediaObligatory Creds
Search IndustryIntroduction to the Engines
Value of Search Why is Search important?
Search ExecutionPaid vs. Natural Search
Creative Applications & Innovations
Current and future search trends
4
Agenda
Resolution Media Overview
Staff: 85+ dedicated search marketing professionals
Locations: Headquartered in Chicago, IL with offices in NYC, San Francisco, and Los Angeles
Chicago (314 Superior)
Chicago (225 Michigan) - OMD
NYC (195 Broadway)
NYC (488 Madison Ave) - PHD
San Francisco (555 Market)
Los Angeles (5353 Grosvenor Blvd) – TBWA/Chiat
History: Founded September 2003. Acquired by Omnicom Media Group in 2005
5
Partner Agencies and Clients
Agencies: Clients:
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What % of Internet Traffic Starts at a Search Engine?
85%Source: Seventh World Wide Web User Survey; Georgia Institute of Technology 9
Everyone Searches
Content
CommunityCommerce
61Billion monthly
searchesMonthly searches per
searcher (on avg)
80
Source: comScore August 2007 10
2009 Ad Investment Outlook
11Source: Interpublic Group, Dec 2008
The Growth of Search Engine Marketing
$10.7 Billion for Paid Search in 2008
$19.5 Billion projected in 2013
Source: eMarketer, Nov 2008; Feb 2009
• ~20% Yearly Growth for SEO
Investments
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Search
45%
Display
20%Video
2%
Rich Media
8%
Classifieds
13%
Lead
Generation
7%
Sponsorships
3%
2%
2008 U.S. Online Advertising Spend, by Format
Share of U.S. Searches
Google, Yahoo!, and Bing make up 90% of searches
Comscore: “Share of Searches”, Feb. 2008
Google59%
Yahoo22%
Bing10%
AOL5%
Ask4%
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There are many other players beyond Google
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Is now the #2 search engine in the world!
A Search Engine‟s Goals & Objectives
1. Index: Accumulate large index (database) of web documents to search
2. Be Relevant: Provide highly-relevant results to users (better than competitors)
3. Make Money: Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic
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Commonality: Search Starts with a Query…
| Proprietary & Confidential17
FedEx
Printing services
FedEx Freight
Overnight shipping
Search is All About Connections
Community
Products
Information
Passions
Search Review
20
Activation Medium
• Ability to drive consumers to desired action onsite (Transaction Channel)
Fuel for Business Intelligence
• Online search behavior uncovers opportunity for advanced consumer targeting
Unique Marketing Channel
• Push vs. Pull Medium
Other Media Drives Search
Activity
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37% of Online Searchers are
driven by television ads
30% of Online Searchers are
driven by magazine &
newspaper ads
17% of Online Searchers
are driven by radio ads9% of Online Searchers are
driven by outdoor media
Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007
25% of Users exposed to display
ads searched on a brand term
Search Connects Intent with Content
- Showtime Interaction
- Brand Consideration
- Research of Programs
- Contact a Provider
Action
IntentThrough Market Exposure
• Online Banners
• Television
• Video
Result- New Customer
- Interest in new shows
- Brand Loyalty
Query Successful Connection
Relevant Content
Missed Opportunity….
- HBO Interaction
- Brand Consideration
- Research of Programs
- Contact a Provider
Action
IntentThrough Market Exposure
• Online Banners
• Television
• Video
Result- New Customer
- Interest in new shows
- Brand Loyalty
Query Unsuccessful Connection
Relevant Content
Buzz Words
Optimization
Maximization
Expansion
Account Structure
Testing
Keyword
Bids
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Efficiency
Traffic
SEM
SEO
Natural Search
Ad Group
Campaign
Content Outreach
Linking Strategy
Meta Data
Algorithm
Analytics
Tracking
Tagging
What is the VALUE?
How long were they
on the site?
How old are they?
How many times did they visit?
Did they
buy?
Where did they come
from?
Where were
they searching?
What gender are
they?
When did they leave? Where did
they go?
What is their annual
income?
What other sites are
they visiting?
What path did they take
through our site?
What other terms did they
search?
Was their query
informational or transactional?
When were
they searching?
Why didn’t
they take
action?
Perc
ent of S
ite V
isitors
0%
10%
20%
30%
40%
50%
60%
70%
0%
10%
20%
30%
40%
50%
60%
70%
5,020,178 Clicks
496,599 Reservations
4,523,579Missed Opportunities
“Your most unhappy
customers are your
greatest source of
learning.”
-Bill Gates
Founder of Microsoft Corporation
When does “Spring” begin & end?
Source: Google Insights for Search 29
The Search Engine Results Page (SERP)
Sponsored Listings (aka Paid Search)
Buy ads aroundthe content peopleare looking for
Organic Listings(aka Natural Search)
Be the content thatpeople are lookingfor (SEO)
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How Do You Run a Paid Search Campaign?
Write Ad Copy
Choose Landing Page
Set Bid Price
(cost per click auction)
Rinse and Repeat!
(as often as hourly)
Select Keywords
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| Proprietary & Confidential34
Account - Client
Campaign Campaign Campaign Campaign
Ad Group Ad Group
Ad Group Ad Group
Ad GroupAd Group
KeywordKeywordKeywordKeywordKeywordKeyword
Creative
Creative
Creative
PPC – Account Structure (Family Tree)
| Proprietary & Confidential35
PPC – Account Structure (Family Tree)
FedEx
Ground FreightOffice Small Biz
PrintingPrint Copies
Online PrintingPrint Services
In-Store PrintingPrints
Printing
Biz Cards
LocationsBrand
Supplies
Letters
Copy Points Mirror Search Cycle
Keyword:Online
Banking
Attention
CheckingAccount
Interest
Interest EarningChecking Account
Consideration
Lion PowerFree Checking
Action
Copy Points:
Search
Stages of the Search Cycle
Wide Selection of
Online Banking
Services. Securely
Manage Your Accounts
No Fees
No Minimums
Free Checks
Earn up to 3.4%
Interest With Your
Choice of Many
Different Accounts
Apply Today and Use
Our Harris Switch Kit
to Make the Moving
Process Simple
36
Targeted Landing Page Selection to Increase Relevancy
Lion Power Free Checking
Online Banking Checking Account
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Two Ways to Connect Your Brand to Queries
Sponsored Listings (aka Paid Search)
Organic Listings(aka Natural Search)
Be the content that people are looking for (SEO)
Buy ads around the content people are looking for
Search Engine Optimization
Defining SEO
Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms
SEO is a program, not a campaign (no Media spend)
Three main optimization areas for improving rankings
Content (title tags, keyword density)
Technical Architecture (HTML coding)
Linking Relationships (quantity of quality links)
How results show up in natural search?
43
Step 1: Finding Content
Search spider “crawls” the web to find new documents (web pages, other documents)
Step 2: Indexing Content
Search engines files the content and adds it to its database.
Step 3: Searching Index
Search engine searches its own database when user enters in a search to find related documents
Step 4: Ranking Results
Search engine ranks resulting documents using an algorithm that assigns various weights to various ranking factors
How Do You Run a Natural Search Campaign?
Select Keywords
Optimize Website
Content
Architecture
Code
Generate Links
Rinse and Repeat! (working within web dev. cycle)
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SEO Overview
Crawlability
Become more „crawlable‟ to search
engines
Content Outreach
Increase link popularity and relevance
Ranking
Increase position on pinnacle keywords
Competition
Become more competitive in the
online space
Drive More Traffic to site
Why Natural Rankings Matter…
Natural Search Study
*Data provided by 2007 Cornell panel study
The „Fold‟88.4%
Reality Check:
• If you‟re not on the first page, no one will see your text link
• If no one sees your text link, no one will click
• If no one clicks, no one will go to your site
Paid and Natural Search Synergy
Source: iCrossing Search Synergy: Natural & Paid Search Symbiosis Study, March 0747
• Clicks increased 92%
• Actions increased 45%
• Orders Increased 45%
• Page views increased 44%
• Visitors increased 41%
• Time onsite increased 40%
Increased Consumer Activity
• Studies have shown integration of natural and paid search
will drive superior ROI
• When appearing in both natural and paid search for the
same keyword impression…
SEM and SEO Comparison
Paid Search (SEM)
• Involves Media Spend with Engines
• Results in 1-2 days
• Generally more costly per visitor and per conversion
• Easy to compete in highly competitive market space
(but it will cost you)
Natural Search (SEO)
• It‟s a program, not a campaign. No media spend.
• Results take 2 weeks to 4 months
• Generally more cost-effective, doesn‟t penalize for more traffic
• Difficult to compete in highly competitive market space
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Emerging Trend: Extended Content
Impact: ALL online content must be optimized for Searchers
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Emerging Trend: Personalization
Impact: People can customize how information is digested, so it must be compelling.
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Emerging Trend: Targeting
Impact: Ability to overlay additional targeting beyond the query.
Contextual Targeting
Geo-targeting
Re-targeting
52
Device targeting
Language targeting
Emerging Trend: Interaction
Impact: Point & click replaces keyword search.
53
Search Review
54
Activation Medium
• Ability to drive consumers to desired action onsite (Transaction Channel)
Fuel for Business Intelligence
• Online search behavior uncovers opportunity for advanced consumer targeting
Unique Marketing Channel
• Push vs. Pull Medium
Questions
56
Consumer Behavior and Ad Relevance
12.4% 11.6%Click Through Rate
Impressions: 125,000 Impressions: 137,000
Clicks: 16,000Clicks: 15,500
Creative Testing Story
The „Shipping‟ Campaign Click through Rate for the ad below is currently 2.30%...
After running a four week creative test, we find that the ad below has a higher CTR by 0.85%, equating to 3.15%
Currently, we‟re getting an average of 50,000,000 impressions per month, so at the current CTR we‟re averaging 1,150,000 clicks/mo.
Assuming average number of impressions stays relative, the lift in click volume would be 425,000 per month….
and a total of 5,100,000 clicks per year
Conversion Story
Conversion Percentage through July is ~9.6%
If we increase conversion percentage by 2%, equating to 11.6%
Then at the current click volume,
reservations will increase by
21% adding ~87,167
reservations for January– July
A total of 12,452 additional
reservations per month
Understanding the Math
Total additional Reservations per month = 12,452
If the Reservation to Actual Pickup rate is… 65%
If the Avg. Cost Per Reservation / Day is… $35
If the Avg. Length of Rental is… 2.5 days
Total Additional Revenue per month =
$708,208
Understanding the Math
$8,496,000Additional Revenue for the Year
Campaign ManagementCampaign Performance Evaluation
Web Analytics DataCampaign Management Tools
Search Engines
Data Warehouse
Reporting Optimizations
Workflow / Best Practices
AnalyticsBudgetPacing
Proprietary Tool for Data Analytics and Workflow
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Resolution Media
Why should our clients use Resolution Media rather than working directly with Google?
Hint: 3 Main Reasons
Centralized Source for EnginesAbility to choose media platform
Holistic Search SolutionSEM and SEO services
Focus on Client Goals
Focus on Driving Revenue (KPIs), not Clicks
Week Impressions Clicks Cost Avg. CPC CTR Units CPU Conv %
May 29 390,000 12,100 $40,200 $3.32 3.10% 908 $44.27 7.50%
May 22 266,000 11,500 $37,800 $3.28 4.32% 829 $45.59 7.20%
May 15 168,000 12,230 $46,000 $3.76 7.27% 915 $50.27 7.48%
May 8 174,000 11,875 $43,600 $3.67 6.82% 841 $51.84 7.08%
May 1 32,000 6,100 $14,300 $2.34 19.06% 460 $31.08 7.54%
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Data Set
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How will the recession change your behavior?
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Proprietary and Confidential
Site
Arc
hite
ctu
re
Co
nte
nt
Ma
rke
ting
3 Pillars of SEO
Three main optimization areas for improving rankings1. Page Content (title tags, keyword use)
2. Technical Architecture (HTML coding)
3. Linking Relationships (quantity of quality links)
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It‟s Not Just about Websites
Social Media
Video
News
User Gen