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Search Engine Marketing
Paid Search: Introduction and Overview
For the Fort Bend Internet Marketing Group May 26, 2015
Erik Holladay, Marketing and Sales Professional
Global Marketing Director for 12 ½ years, Intertek Commodities Business Lines
About Erik Holladay, continued.
Global Marketing Director for the Intertek Commodities Business Unit for 12+ Years. 15.5 total years with Intertek.
Restructured out of my job in May 2015 by new global management. Looking for a new job!
Supporting diverse industry niches as Intertek has grown. Targeting global markets, nations, and languages, for 24/7 lead generation.
Transformed a small 3,000 visits/month website in 2003 into a hundreds-of-thousands of visits/month lead generation website today- team effort!
Called a lead generation “Secret Weapon” by an executive VP, my SEM lead gen skills made the difference.
President’s Club Winner 3 Times, Rookie of the Year, B-to-B Business Development prior to full-time marketing. I know both “sides of the street”, sales & marketing.
Business travel to 25 nations and 80 airports, including 7 airports in one day… and counting.
First Website Project: 1998 First Website Lead: 7 days later.
Bachelor of Science in Business Administration/Marketing. Minor in Biology/Chemistry, San Jose State University. Graduate marketing & management classes at Golden Gate University and Florida International University.
Married, with two children.
What I helped accomplish. With a lot of help from Search Engine Marketing:
• Global Marketing Director (2003 to 2015)
• Part of global team growing the core divisional revenue 362%, from $184
million in 2000 to $667 million in 2014.
• Part of global team growing new and ancillary businesses 416% from $97
million in 2000 to $404 million in 2014.
• Supporting a global laboratory business lines which enjoyed 219 million
revenue, 11% organic growth, 19% profit growth, and a profit margin of 29%
in 2014, well outperforming the company.
• Company went public in 2002, and is now a FTSE 100 stock.
5/26/2015 [email protected] http://erikholladay.blogspot.com/ 3
Search Engine Marketing Feeds the Sales Funnel
Search Engine Marketing feeds quality business
enquiries, and helps promote our business to the global
marketplace, and inside the company.
Helping Grow Top Line Revenue @ Superior Gross Margin since 2003.
Image Source: http://magicbrad.me/the-sales-funnel-awareness-interest-desire-action/
Why I’m really here: I owe it all to Google
Veteran Google SEO and Adwordsmanager since 2003.
Been to Google HQ Twice.
Showed up uninvited the first time.
“What, No Gift Shop???!”
Invited the second time for an official tour.
5/26/2015 [email protected] 6
Visits By Source Total Unique
Google Organic Search 25000 19800Google Adwords 4900 3700Direct 3300 2500All Other 1300 1300BING 1700 1300Yahoo Organic Search 11004 950Totals: 37900 29500
Organic Search brought in 75% of all visits and visitors.
Paid Search brought in 13%.
Total Search brought in 88% of all visits and visitors.
Search Works.
Search Engine Marketing Brings Visits
Typical Web Visits Sources:
OtherOrganic SearchPaid Search
Search Engine Marketing Brings in Quality Leads
Generating thousands of quality leads worldwide generated every month using organic and paid search engine marketing:
Web-forms
Website Origin Emails
Website Origin Telephone & Chat
At least 85% of the leads are generated from Search Engine Marketing (conservative estimate).
Lead generation figures were for global business lines managed or monitored by Erik Holladay only.
Search Engine Marketing Benefits
Conservatively estimated, during my 12+ years of SEM marketing, I’ve generated over double digit millions of dollars annually in new revenue from search engine generated leads, on a global basis. Search Engine Marketing is by far the best quality lead generation tactic for B-to-B marketing.
The website leads generated produce higher gross margins and opened doors to new, previously unknown clients and markets.
Quality leads generated range from transactional projects ($500 to $50,000) to major outsourcing and acquisition opportunities in the multi-million dollar range.
These figures do not count repeat business.
Search Engine Marketing is a significant contributor to organic and acquisition growth. It is a game-changer.
Lead generation figures are for global business lines managed or monitored by Erik Holladay only.
Search Engine Marketing is High Stakes
Search engine traffic is not like other web traffic:
Search marketing attracts customers and prospects whenthey are actively seeking information.
Searchers are researching. They are in hunt mode.
Searchers are solving a problem.
Searcher wants to learn more - NOW.
They want relevance and answers - FAST.
They want tangible solutions to their problems.
Search Engine Marketing is High Stakes
Lead Generation:
Who’s Really Running the Show?
Search & Web have Changed B-to-B Lead Generation:Customer Behaviors are Quickly Evolving.
80% of B-to-B buyers contacted the solution provider.
Less than 10% of buyers were contacted via cold call.
75% of leads to come via web by 2015.
Lead Generation Data Source: HubSpot
Pull, Not Push, Lead Generation
We must be ready to catch the potential customer’s attention at the right time of their choosing:
Be found.
With the right content.
The right call-to-action.
When they are looking.
Where they are looking.
Search Engine Marketing does all that.
Where People Search
Google, BING, and Yahoo Dominate USA Search.
COMSCORE USA March 2015:
Google: 64%Bing: 20% Yahoo: 13.0%
19.2 billion core search queries:
Google: 12.1 billion searchesBing: 3.8 billion searchesYahoo: 2.4 billion searches
Search Engine Results Page (SERP)
Organic Search Results.
“Natural Search”
Source: http://www.dogsofdesign.com/sites/dogs/files/webucation/anatomy-of-a-google-serp.jpg
Paid Search
Organic Search Engine Marketing
Organic Search Engine Marketing and Characteristics.
Organic Search Engine Marketing
Organic Search Optimization (SEO):
• People “trust” organic (natural) search results more than paid.
• Professionals & Technical People to prefer organic search results over paid.
• Organic search success is “free”.
• High Organic Rankings for desirable search terms is extremely valuable.
• Just one catch:
You’re at the complete mercy of Google & Bing Search Algorithms for SERP results.
Organic Search Engine Marketing and Characteristics.
Paid Search Engine Marketing
• Obtain high rankings if organic SEM performance is poor or unsatisfactory.
• PPC is cost effective for leads & conversions if properly managed.
• Targeting by language, location, demographics, keyword type, more.
• Branding tool – Impressions are free exposure.
• Combined with organic search rankings, ads build an impression of trust and
competency.
• Display Ad network reaches far beyond pure search.
• Just one catch: Paid Search needs money, time, and competent management.
Paid Search (PPC) brings flexible approaches to lead generation.
Paid Search Engine Marketing:
Pay Per Click (PPC):
• Google Adwords – DOMINATES. PPC Campaigns on Adwords is essential.
• Microsoft Bing – Number Two and growing. Worth using
• Other Platforms – All Minor, or using Adwords and Bing (Yahoo)
• Advantages: Market Research. Keyword Research
• Beware: It is easy to “waste money” on paid search
• Pay close attention to key metrics and monitor for changes and trends
Paid Search Basics:
• Campaign Structure
• Adword Group Structure
• Keywords
• Negative Keywords
• Ad Content
• Landing Pages
• And more….
• Y mas…. (Language)
Paid Search is a Parallel Universe to Organic:
• Impressions• Pay-Per-Click (PPC)• Clicks• Click-Through-Rate (CTR)• Cost-Per-Acquisition (CPA)• Conversions• Conversion Rate• Quality Score• Ad Types• Budgeting• Geo-Targeting• Demographics• Scheduling• More, More, More
Adwords: Clicks Versus Ad Position:
Ad Content and Landing Page Affect Quality Score
5/26/2015 [email protected] 23
Related Site Links
Relevant Keywords
Relevant Message
Relevant Landing Page
Research also shows that when you have a high organic ranking page and a paid ad, your credibility goes up for the searcher.
Keep Control of Adwords.
• Set Max Budgets for each Campaign.
• Set-up a degree of manual versus automation you are comfortable with.
• Review Ad Coverage by Time/Schedule, Language, and Geo-Location.
• Monitor results frequently. Don’t just ‘fire and forget’.
• Filter, Filter, Filter.
• Evaluate keyword performance often: Quality Score, CPC, CTR, Conversion, Conversion Rate, Cost per Conversion, Average Position, etc.
• A/B Test Ads
• Research for optimization of keywords (many sources, not just Google)
• Use precise Negative Keywords (ex: drug versus drug test)
• Review Actual Search Term History (‘Auction Insights’ in Adwords)
5/26/2015 [email protected] 24
Add The Conversion Code and Start Tracking Behavior, Spend, and other valuable actions. Not just Clicks.
5/26/2015 [email protected] 27
Learn more about Adwords Conversion Management:
https://support.google.com/adwords/answer/6365?hl=en
Adwords Lets You Track Many Parameters.
Keyword state Clicks Impressions CTR Avg. PosConverted
clicksCost/convrtd
clickClick Cnvr Rate Quality score Conversions
Search Impr. share Click Assisted Conv. Conv. rate Value / conv. Search Exact match
Total - Search 3058802 207773558 1.47% 2.8 164287 8.44 5.46% -- 247267 30.11% 8655 8.21% 1.96 46.19%
enabled 17298 148577 11.64% 1.1 3366 0.83 19.61% 6 5253 89.52% 123 30.60% 2.33 98.53%
enabled 37799 741700 5.10% 1.5 3131 0.48 8.28% 6 4918 38.16% 490 13.01% 1.43 50.07%
enabled 4445 42691 10.41% 1.2 1061 0.58 23.87% 6 1594 91.52% 80 35.86% 0.83 99.70%
enabled 6396 86338 7.41% 1.3 530 1.44 8.29% 6 979 50.14% 110 15.31% 19.2 73.74%
enabled 1554 8464 18.36% 1 381 0.23 24.52% 9 538 97.47% 77 34.62% 3.12 100.00%
enabled 1841 64178 2.87% 2.3 337 1.91 18.31% 3 505 76.24% 42 27.43% 1 93.51%
enabled 1772 31190 5.68% 2.3 261 7 14.74% 9 440 83.01% 16 24.84% 15.1 99.40%
enabled 2742 137174 2.00% 1.9 245 4.77 8.94% 6 389 27.13% 28 14.19% 3.95 88.12%
enabled 2465 192113 1.28% 2.6 239 7.54 9.70% 7 381 29.25% 22 15.46% 0.98 51.85%
enabled 792 9681 8.18% 1.1 240 0.65 30.30% 6 374 87.68% 36 47.22% 1 100.00%
enabled 1610 10685 15.07% 1.1 193 0.94 11.99% 8 370 94.16% 77 22.98% 9.79 99.79%
enabled 997 9200 10.84% 1.3 249 0.3 24.97% 6 361 64.20% 28 36.21% 1 64.17%
enabled 1464 90886 1.61% 2.3 221 2.2 15.10% 3 346 49.88% 27 23.63% 1 73.17%
enabled 1621 31601 5.13% 1.8 206 6.47 12.71% 7 345 92.94% 33 21.28% 2.49 98.33%
enabled 1466 43962 3.33% 2.5 127 21.27 8.66% 7 343 88.71% 52 23.40% 22.91 94.72%
enabled 2310 44344 5.21% 1.6 186 5.77 8.05% 6 343 85.14% 65 14.85% 9.5 99.79%
paused 1433 31436 4.56% 2.1 141 19.79 9.84% 9 319 81.70% 54 22.26% 19.67 99.63%
enabled 1474 22638 6.51% 1.4 156 1.33 10.58% 6 318 57.66% 39 21.57% 17.66 79.71%
5/26/2015 [email protected] 28
For better understanding, integrate your Adwords campaigns with your Website Analytics for goals and behaviors tracking.
Measuring PPC Performance by Geography, CTR, Conversions.From City to Country to Region.
Geographic report (Monthly)City/Country/Territory Clicks Impressions CTR Avg Pos Converted clicks Clk Cnvr Rate Ttl Cnvrs Ttl Cnvr Rate
USA 1669 130584 1.28% 2.7 86 5.17% 213 12.81%
Singapore 563 18155 3.10% 1.7 35 6.25% 98 17.50%
India 562 36594 1.54% 1.8 24 4.27% 65 11.57%
Brazil 433 14744 2.94% 1.7 42 9.70% 69 15.94%
Australia 423 17241 2.45% 2.6 28 6.62% 61 14.42%
UK 417 40220 1.04% 2.3 22 5.29% 60 14.42%
UAE 309 12419 2.49% 1.8 6 1.95% 13 4.22%
Canada 225 21373 1.05% 2.5 7 3.11% 17 7.56%
NL 182 6644 2.74% 1.5 3 1.66% 7 3.87%
Mexico 157 11027 1.42% 1.6 4 2.55% 11 7.01%
Malaysia 151 6746 2.24% 1.4 6 3.97% 14 9.27%
Egypt 137 3121 4.39% 1.4 9 6.57% 30 21.90%
Indonesia 128 5453 2.35% 1.4 1 0.78% 3 2.34%
Saudi Arabia 117 993 11.78% 1.4 11 9.40% 34 29.06%
Germany 107 9121 1.17% 2.1 1 0.93% 2 1.87%
South Africa 105 4459 2.35% 2.0 6 5.71% 16 15.24%
Italy 75 4258 1.76% 1.5 3 4.00% 9 12.00%
Belgium 66 3148 2.10% 1.7 2 3.03% 3 4.55%
Colombia 52 2350 2.21% 1.7 1 1.92% 3 5.77%
France 49 3839 1.28% 1.9 2 4.17% 4 8.33%
Spain 47 5209 0.90% 1.7 1 2.17% 3 6.52%
5/26/2015 [email protected] 29
How do People Search?
• People search for information and solutions as individuals, using their own frames of reference, prior knowledge, and vocabulary.
• The sheer diversity of search terms used by your potential customers will be broad and surprising.
67,000 Organic Search Term Variations of
“Testing” in 6 months.
Ad and Keyword Optimization: Learn How Your Potential Customers Search
• Don’t ASSUME what keywords prospective clients will use.
• Research for the Search Terms your potential customers are using.
• Reference your own client interactions and those of your colleagues. Ask Sales!
• Research Website Analytics for search terms, where available.
• Research Paid Search accounts for actual search terms used, and for search term popularity.
• Paid Search can be a very inexpensive form of Market Research.
• Use Keyword Research tools (Google, WordTracker).
• Experiment with search terms on Search Engines – do you rank well? Should you?
• Avoid internal company jargon terms your customers don’t really use.
• What are your competitors doing?
“Long Tail” Search Term Tactics
WidgetWidget TestingWidget Testing LabWidget Testing Laboratory
Source: http://www.lakeshorebranding.com/company/blog/tips-for-leveraging-the-long-tail-of-seo/
Researching Keywords
“Search Engine Marketing”
Search Engine Battleground: Rankings for Organic & Paid
Google liked this landing page better than 113,000,000 other webpages for organic
relevancy for “Fuel Testing”.
This webpage is a prime lead generation tool.
So What Happened? Good Landing Page Happened.
Organic Search Engine Optimization
• Precise & Concise Content
• Focus on value proposition and call-to-action
• Conduct keyword research
• Use “long-tail” search tactics
• Research current rankings, act upon results
• Organize and prioritize pages
• Cross-link relevant pages
• Clear and easy navigation
Image source: PPCBloghttp://www.ppcblog.com/how-google-works/
Search Engine Marketing: A Strategic Role in the Marketing Mix
SEM and PPC Educational Resources:
Books, Videos, Newsletters, Websites, Blogs, Conferences, Classes, Seminars. Google ‘em to learn more.
Google: Search Engine Optimization Starter Guide .pdfSearch Engine Optimization (SEO) websiteAdwords Seminars for SuccessGoogle Adwords (beginner, advanced)Adwords CertificationMatt Cutts videos, Chief Google Search Quality Officer
BING: Classes and Accreditation
Search Engine Strategies Conference (SES)
Search Marketing Expo Conference (SMX)
“Internet Marketing, An Hour a Day”, Matt Bailey, SiteLogic Marketing
Brian Geddes, Paid Search Expert and Trainer, Certified Knowledge
PPC Hero (Hanapin Marketing)
“High Rankings Advisor”, Jill Whalen, SEO Expert
Search Engine Watch, Search Engine Land
Many other resources!
Search Engine Marketing Will Grow Your Business:
Content is King. Precise, Concise, and Relevant.
Good website hierarchy, structure, coding, and navigation.
Use Organic and Paid Search for maximum benefit.
Constant incremental updates & improvements bring success.
Be focused, patient, consistent. Play to win for long-term.
About Erik Holladay
Sales and Marketing Professional with over 30 years of success. B-to-B Sales & Marketing Performance and Expertise with Local, National, Global, and C-Suite Level Achievement:
• Global Marketing Innovation, Success, and Management.
• B-to-B Sales & Business Development: Top 10% sales producer.
• Sales President's Club 3 Times, Rookie of the Year. Many other recognitions.
• Superior quality lead generation performance and success.
• Web and Search Engine Marketing expert for SEO, PPC, Social Media, Lead Generation,
Content, Conversions, Web Analytics, Content, etc.
• Enquiry Center and CRM Launch, Management, Support & Optimization.
• Conference, Trade Show, Advertising, Email, PR, Social Media Expertise.
• Ability to accomplish much with limited resources.
Thank You for your time.
For more information please contact:
Erik Holladay
Email: [email protected]: erik.holladayCel: +1 346 221 4360
Marketing Blog: http://erikholladay.blogspot.com/
Linkedin Profile: http://www.linkedin.com/in/erikholladay
“Luck is what happens when Preparation meets Opportunity”- Lucius Annaeus Seneca
