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8/14/2019 Keynote Search Engines and Your Business
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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.
Search in 60 Minutes!
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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.
Media Trends
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3
HOME
WORKMOBILE
We are exposed to content through multiplefacets of our lives, everywhere we go
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We live in a new Media Environment
2:28 Hrs
0:31 Mins
4:29 Hrs
2:10 Hrs
0:16 Mins 0:25 Mins
0:29 Mins
1:15 Hrs
4:03 Hrs
8:13 Hrs
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We see more people turning to online because its muchmore efficient in terms of time and money.
Michael Boylson, CMO, J.C. Penney
Consumers Go Online
-11% same-storesales
+21% online sales
-7.4% same-store sales
+8.7% online sales
Source: The New York Times, To Save Gas, Shoppers Stay Home and Click, July 2008.
Q1 2008:
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Youve got 3 options to get to a website
Search
Online Display
URL
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Search
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Search: One of the Most Popular OnlineActivities
192MOnline searchers in the US
Almost half of all US Internet users search online
on a typical day up from one-third in 2002 rivaling email in popularity.
1. comScore qsearch, June 2008, (divided over 30 days for daily value)2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.
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Search Engine Market Share
http://search.aol.com/http://www.ask.com/http://www.baidu.com/http://www.bing.com/http://www.yahoo.com/http://www.google.com/8/14/2019 Keynote Search Engines and Your Business
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Search Results
Sponsored / Paid ListingsNatural / Organic Results
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Value of Search and The Critical Moment People actually read search ads and listings
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Search Engine Optimization (SEO)
Natural / Organic Results
95% of NaturalSearch traffic comes
from Page 1
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Search Engine Marketing (SEM)
Sponsored / Paid Listings
SEM is paid for on aCost-per-Click basis
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Examples of Yahoo! SEM
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Source: eMarketer
Less than 9% of consumers go more than three pages deep into anaverage search.
Importance of SEO and SEM
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Sponsored / Paid Listings
Ad Position Is Determined By The Ad Rank Equation
Max CPC x Quality Score
Keyword CTR
Relevance of Ad Text Historical Keyword Performance Landing Page Quality
Ad Rank: The Basics
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Search Engine Marketing Key Points to Note
Although all paid search is cost-per-click is, it is not all served and optimized the same way
Google sponsored text link rankings are based on a combination of CTR and CPC bid bykeyword, not solely dictated by the highest bidder. Therefore, targetability and highestrelevance of keyword by advertiser is rewarded. This model best serves the end users searchexperience
YSM just changed their model to mirror Googles model (previously, it was a pure auctionmodel that went to the highest bidder).
Editorial guidelines are stringent Text and resulting landing pages against purchased terms must be highly relevant, this keeps
the integrity of the search experience in tact for both the suppliers and the users
This is also optimal for performance
Yahoo and Google search pages are just a portion of actual search activity on the Web
Both suppliers serve up search listings to hundreds of Web sites or power many Web sites
search functions Additionally, both search engines engage in content targeting this is when the search
supplier purchases ad space on a Web site, then fills the ad space with search listings relevantto the content on the page
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Search. The impact
Looked at a site I
didnt intend to
because it was one
of the first few
results
Search introducedme to brands that I
previously wasunaware of
I expect brand
leaders to be
consistently in
the top results
79%
61%
56%
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Prime Shelf Space
The typical searcher will look at 3 to 5 resultsbefore making their decision
(Top sponsored & Top 2 or 3 Organic)
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Approach
How can I persuade a search user to click on my ad? How can I develop copy to answer search users
question?
What does my brand have to offer that other brands
dont? Define your brands uniqueness and set it apart from
competitors
How can I make a connection and engage a search
user within the creative limitations?
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{KeyWord:Arthritis Information}Visit Our Patient Resource Center
Find Answers to Common Questionswww.Resources4Arthritis.com
Google AdWords Character Limits
Headline
Description Lines
Display URL
up to 25 characters
up to 35 characters per line
up to 35 characters
up to 35 characters*
up to 35 characters per line
up to 35 characters
VINAXA Official SiteImportant Product InformationFind Questions for Your Doctorwww.VINAXA.com
Headline
Description Lines
Display URL
Static Ad Text Creative:
Dynamic Ad Text Creative:
* To accommodate formula
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{KeyWord:Arthritis Information}Visit Our Patient Resource Center
Find Answers to Common Questionswww.esources4Arthritis.com
Yahoo Search Marketing Character Limits
Headline
Description Line
Display URL
up to 40 characters
up to 70 characters
up to 35 characters
up to 40 characters*
up to 70 characters
up to 35 characters
Headline
Description Lines
Display URL
Static Ad Text Creative:
Dynamic Ad Text Creative:
* To accommodate formula
VINAXA Official SiteImportant Product InformationFind Questions for Your Doctorwww.VINAXA.com
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Incorporate search term in Headline
Use Dynamic Keyword Insertion (where applicable) Static headlines for misspellings Incorporate call to action (see example below)
Motorola - Official StoreCheck out the Latest MotorolaPhones & Accessories - Buy Now!www.store.motorola.com
Mention Brand/Site/Product in the ad ALWAYS mention the brand
Use of Official Site and/or Official Store Sets Brand apart from competition Resonates with consumer as trusted site
Maintain Brand Identity Bid on mottos (keywords) being used in other marketing efforts
Best Practices
http://www.store.motorola.com/http://www.store.motorola.com/8/14/2019 Keynote Search Engines and Your Business
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40%Search
Search Advertising is Cost Effective
* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
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Why Saturate Your Search Opportunity?
Search marketing works
Rated the best rated form of marketing
March, 2007 CIMA/William Blair & Company Survey
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Search Marketing Provides Highest ROI
4%
1%
1%
1%
2%
2%
3%
3%3%
3%
3%
4%
4%
12%
22%
30%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35%
Other
TV
Radio
Print Magazines
Paid Inclusion
Banners
Telemarketing
POS Promotion
New spapers
Keyw ord-targeted BannersDirect Mail
Context-targeted text
Affiliate Marketing
PR
Conferences
E-mail Marketing
Organic SEO
Paid Placement
Source: IntelliSurvey, Inc. and Radar Research commissioned by Search Engine Marketing Professional Organization (SEMPO),February 2007. 227 advertisers worldwide were asked to select 3 vehicles.
Advertising/Marketing Vehicles that Provide the Highest ROI (% of Advertiser Respondents)
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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.
Media Impact on Search
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Online Ads
80,000
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52.3% lift in the first week of exposure!
Source: Gian M. Fulgoni and Marie Pauline Mrn HOW ONLINE ADVERTISING WORKS: WHITHER THE CLICK?http://www.comscore.com/press/release.asp?press=2587
Display drives Brand Search
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And Generic Search
Source: Gian M. Fulgoni and Marie Pauline Mrn HOW ONLINE ADVERTISING WORKS: WHITHER THE CLICK?http://www.comscore.com/press/release.asp?press=2587
68.7% lift in the first week of exposureand 47.4% after 4 weeks!
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Synergy with Search
1 + 1 = 3!!!
Source: Gian M. Fulgoni and Marie Pauline Mrn HOW ONLINE ADVERTISING WORKS: WHITHER THE CLICK?http://www.comscore.com/press/release.asp?press=2587
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Television
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Search: Impacts the Entire Funnel
No awareness
Brand Awareness
Ad Awareness
Brand Familiarity
Brand Image
Purchase
Looking for a product?
Need additional info?
Brand interaction?
Ready to Purchase?
SEARCH
Nielsen / NetRatings
If your advertisement is not there theproduct is not in the consumers mind at acritical time in the funnel.
Your competition could be.
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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.
Search Misc.
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June 2006, Best Practices Search Marketing Playbook
Search Behavior Varies By Buying Stage
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36Source: comScore Digital Shelf Study (Survey), Feb 2007 Apr 2007, Total U.S. Market
Even Beyond the Click
50% of searchers areBrand Advocates
sharing recommendations
with friends and familyversus 38% fornon-searchers
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Be Ready As New Consumer Trends Emerge
U.S. searches forsafe investments on
Google.com
U.S. searches forfuel efficient cars onGoogle.com
Source: Google Insights for Search. Query numbers are normalized and presented on a scale of 0-100 relative to Googlequeries over time.
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Track Trends With Google Insights for Search
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39Source: 1 SEMPO's annual survey of SEM agencies and advertisers, Jan. 082comScore Digital Shelf Study (Survey), Feb 2007 Apr 2007, Total U.S. Market
Be Ready Throughout the Purchase Funnel
Awareness Recognition Preference Action
Use search to reach
and target
consumers and
specific lifestyles
Advertise on
non-branded terms
Advertise on your
branded keywords
Change ad copy to
induce purchase
or offer promotions
and coupons
Put your brand inconsumersconsideration set
Searchers aremore engaged thannon-searchers2
Paid search listingsincrease brand equity
Impressions providefree brand lift
Purchase intentincreases whenpaid search is used
Searchers spend20% more thannon-searchers2
Companies are morelikely to use searchmarketing forincreasing brandawareness (61%) thanfor selling directlyonline (58%) orgenerating leads(20%)1
BrandMarketing
DirectResponse
With one search campaign, you reach customers who are ready to buyand those who arent
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Atlanta Austin Boston Chicago Naples Philadelphia San Francisco.
Optimization and Reporting
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Monitor Your Campaigns in Precise Detail
The hourly (by date) report is just one example of the detailed dataavailable in Google AdWords
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4242
Track ROI with Google Analytics
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Method for reporting and optimization
Timing/Vendor Here: Impressions for time period:
6,249,727 Clicks for time period: 24,725 CTR: .40% Average CPC: $ .39 Total Cost for time period: $9,710.78 Conversions (Orders)*: 850 Conversion rate: 3.4% CPO: $ 11.42 Average position: 2
Keyword
Action video ame
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Paid Search
Listings
and
Inclusion
Natural
Search Engine
Optimization
Targeted Display
Online Advertising++ Traffic Saturation=
The Big Question
How do I build my search presence and tap into all of the Critical Momentopportunities search engines and other resources provide?
Answer: Search Marketing and Display advertising
Group of activities that boosts an organizations presence and ranking in the majorsearch engines using both paid and natural listings
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Youve got 3 options to get to a website
Search
Online Display
URL
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Online Displaythe Basics
Geo Targeting
Behavioral Targeting
Website Re-Targeting
Clickstream Behavior Match
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Chris Dittmore(925) 964-1895