Search Engine Marketing Trends_Omniture

8/6/2019 Search Engine Marketing Trends_Omniture

1/15

Presented jointly by:Chris Zaharias; Vice President, Search Marketing Sales, Omniture

Douglas Raymond; Product Manager, AdWords, Google

Mike Vargas; Advertising Proessional Services, Yahoo!

Kelly Thomas; Group Product Manager, Product Marketing, Microsot

Danny Sullivan; Editor-in-Chie, Search Engine Land; Partner, Chie Content Ocer, Third Door Media

Macro-Trends in Search Engine Marketing:Meet the Search Engines

WHITE PAPER


2/15

Macro-Trends in Search Engine Marketing: Meet the Search EnginesMacro-Trends in Search Engine Marketing: Meet the Search Engines

INTRO

Curious what cutting edge marketing developments the bigsearch engines now oer?

Looking or improved demographic advertising capabilities?

Particularly in todays economy, process eciency and ad

perormance are paramount. Every dollar must count, andevery ad needs to be targeted and trackable.

In this guide, we present what Google, Yahoo! and Microsothave on the market or 2009. Learn how you can leverage theirnewest advances within your business, to maximize ad spendand speak more directly to your preerred online audience.


3/15

Macro-Trends in Search Engine Marketing: Meet the Search Engines

DOING MORE WITH LESS: GOOGLE ADWORDS UPDATE

Thats Googles motto or the year, and they certainly ound a way to achieve it.

I you have been around search engine marketing or any period o time, you have probablyseen a tail diagram, where you ocus on your most tracked or head terms.

Google believes there is still signicant return on investment (ROI) let in the long tail;

urthermore, they want to help you leverage that opportunity.

Using Googles Search-based Keyword Tool (sbKT), you can access that long tail o queriesand nd relevant keywords.

For instance, you may spend signicant time trying to determine which terms perormbetter and what matches to use. The sbKT tells you which terms your content is highlyrelevant to, but you are not advertising on. Simply go to google.com/sktool and enter theURL o your business.


4/15


The additional terms the sbKT provides, on average, convert twice as well as existing terms

in your campaign. Also, the new terms have equivalent click-through rates (CTRs) as theold terms but are 30 percent less expensive in cost-per-click (CPC).

More to Match than Meets the Eye

There has been some controversy over Google match type over the years, as theycontinually try to innovate and rene the way they broad match keyword terms.

In this example, the share o clicks generated by expanded and broad match terms is over30 percent. Looking at the conversions, they maintain that same share.

Tip: For those marketers not using many broad match terms, tr y it out. For those who are

skeptical o the broad match terms being matched on, take another look and dig intoGoogles search query report to determine how those terms are actually converting or you.

Critics may tell you that i you search or tennis shoes, Google will deliver basketballshoes as a result. Googles response is, look deeper to see how that term converts, ona query-by-query basis. Google may have determined that people begin by clicking onbasketball shoes and subsequently decide to buy a product rom your business; thereore,

the term remains a relevant broad match and will continue being presented.


5/15


Conversion Optimizer

You tag your conversion page to see how many conversions you are receiving. I you opt acampaign into Googles Conversion Optimizer, it determines the CPC that is bid at the timeo query, or the specic match type, and uses that to maximize the number o conversionsyou obtain with your campaign.

In this example, companies that opted campaigns into Conversion Optimizer over theChristmas season saw their average CPC go way up because it is a more competitive time

to bid; yet, the cost per acquisition (CPA) went way down.

From an advertisers perspective: This is a very ecient way o advertising, since it is

dicult to accurately guess how to set your CPCs in order to capture the highest numbero possible conversions at a set price. In addition, as the conversion rate drops ater theholidays are over, the CPCs are lowered automatically, and the CPA migrates back.

An additional advantage o using Google, instead o a third-party provider, is that they aredoing this at the individual query level, based on match typea much more granular wayo optimizing a specic bid or each specic matched query.


6/15


Interested in learning more about the changes Google is rolling out in 2009?Visit the google.com/domorewithless micro site to read tips or accessing more conversionsand trac with Googles tools or planning, targeting and measurement.

YAHOO! ENHANCED TARGETING CAPABILITIES

Reach more o the audience you want.

This is an exciting time or Yahoo! because theyare conducting one o the biggest updates to

their Panama search marketing platorm, sinceits release a couple o years ago.

Some o their search goals include the ollowing:

Eectively leverage Yahoo!s unique capabilities to

reach RIGHT users across the Web Improve ROI by ocusing on high-value audiences

Reach audiences and become more competitiveor speciic users, who are most valuable or yourbusiness and may result in better return or yourmarketing dollars

It is all about targeting and providing themechanisms or advertisers to really hit thosekey markets that they are looking or, therebyincreasing ROI and return on ad spend (ROAS).


7/15


Here is a brie overview o the targeting enhancements Yahoo! is releasing:

They are introducing ad scheduling (aka day parting) or the rst time and rolling outdemographic targeting on age and gender. In addition, bid adjustments are dierent than

ltering, where you are simply showing ads to a specic market; you actually premium bidon the markets you want to hit.

All o these enhancements are built into improved orecasting; so as you target better,you see how that is going to impact the audience you can reach and the anticipatedclicks you will receive.

Note: These new targeting capabilities apply to both Sponsored Search and ContentMatch products.

Enhanced Geographic Targeting

Some notable improvements were released in October 2008 to add ZIP Code andcountry targeting.


8/15


Yet, more value is on the way:

Flexibility to target at either the campaign or ad group level

Bid adjustment option allows advertisers to be more competitive or preerred geo locations(or sub geographies), without iltering out audiences

New ability to geo-target at multiple levels within the same campaign or ad group

You have the fexibility to choose specic cities, states or unique combinations.

In this example, the ad group bid is $1, with the target being the tri-state area o New York,New Jersey and Connecticut, and premium bids or very specic markets (e.g, Wall Street

ZIP Code at 20 percent).

Note: The examples are shown in percentage but can also be bid in dollar amounts.

Premium bid adjustments are also additive.So, i you want an even more targeteddemographic, such as women, and want to doa 10 percent premium or that, each bid wouldgo up by 10 percent more.

Ad Scheduling or Day Parting

This improvement goes beyond setting an

online alarm clock or ads; it enables you to dothe ollowing:

Choose the hours o day and the days o the weekduring which your ads should run

Use bid adjustments to become more competitiveduring high value times

Target by audience or account time zone, providinglexibility to reach prospects in their respectivetime zones


9/15


Example: I your audience surs over their lunch hour, you can set up ads to run only rom

12 to 1 p.m. in their time zone. Likewise, i you have a business where individuals work thephones rom 9 a.m. to 5 p.m., you can set ads to run only in your account time zone.

Demographic Preerences

Yahoo! has a wealth o anonymous data on its users, rom who they are to where they arelocated, that you can leverage or behavioral or regional targeting.

Age preerences: Traditional age-range prospect segmentation instandard ive-year increments

Bid adjustments help you to be more competitive orone age group over another

Underage iltering enables you to ilter outparticipants under 18-years-old

Gender preerences: Traditional gender-based prospect segmentation

Bid adjustments enable you to be more competitiveor one gender over another

Able to gear marketing messages to preerredaudiences

I Yahoo! knows who is looking at the advia a prolethen the applicable premium will apply. Since these are bid adjustments, itdoes not strictly lter gender or a particular variable only, with the exception o allowing you

to restrict the ad rom being seen by a known underage viewer.

Note: Ater implementation, these preerences will not change in your Yahoo! account untilyou go in and activate them.

Yahoo! encourages you to experiment to gain better ROAS; simply do so careully.For instance, they do not recommend sudden hyper-targeting by ZIP Code, which willdramatically shrink your audience.

MICROSOFT ADCENTER UPDATE

While Live Search may be the smallest engine o the three, adCenter has the MSN network,quality partners and a growing audience o 110 million unique users to deliver great ROI orcurrent advertisers.

Microsot heard eedback that it is dicult to work with them. So, the adCenter all upgradeoers many convenient, time-saving improvements, as well as enhanced Microsot Advertisingdesign elements that lend a welcome new look to the adCenter user interace (UI).


10/15


Pause and Resume Ads and Keywords

You can now pause individual ads and keywords at any time, then resume them wheneveryou want.

For example, you could do the ollowing:

1. Pause time-sensitive ads or a holiday or weekend, and resume delivery when you want2. Create ads and keywords or a uture promotion, then pause them until you are ready

3. Perorm manual A/B comparison testing

You are no longer limited to campaigns and ad groups; you have greater control overadvertising eorts.


11/15


Faster Editorial Reviews

Rather than receiving rejections without reasons behind them, there is an improvedworkfow process:

Additional servers and a clearer, more eicient editorial experience to help your approved ads andkeywords go live aster

I your ad or keyword is disapproved, it is easier to learn why, with more details in Help, as well as a linkto the adCenter page where you can update and resubmit the ad or keyword

I you use dynamic text to customize ads, adCenter now displays a keyword Error status i your {keyword},{param2} or {param3} variables cause your ad title or text to exceed character limits

Tip: Rest your pointer on the Error status to see the reason and preview the ad that containsthe error. With this understanding, it is easier to update your dynamic text appropriately.

Perormance Estimates and Bid Suggestions or Content Ads

U.S. marketers can learn about content ad perormance by using eatures that werepreviously available only or search ads. Now, on your Keywords page, you can help boost

ROI by viewing perormance estimates or your content ads and updating keyword bids ora top position on content pages.


12/15


To automatically replace each current keyword bid with a bid that is estimated to help boost your ad tothe best position, clickUpdate all bids or position 1 on the Keywords page

To manually update your content keyword bids (maximum CPC), clickUpdate perormance estimates tosee how your keywords are likely to perorm with the new bid price

More control and fexibility as you manage your campaigns. Remember, you can stillset an incremental bid (in 10 percent increments above your keyword bid) to increase thechance that customers in your targeted location see your ad.

Easier to Use ImprovementsMicrosot knows a lot about their user network, thanks to Windows Live ID inormation.They, too, have geographic and age demographic targeting capabilities.

Now adCenter makes it easier to target ad groups to customers. In select locations, you canzero in on countries/regions, states/provinces, metro areas, or cities and towns. Here aresome o the advances:

1. A tree view makes it easy or you to ind the speciic location that you want to target

2. An available locations search saves time by displaying a list o targeting options as you type

3. An embedded Virtual Earth map helps you visualize your targeted locations


13/15


Now you can quickly see ad perormance by viewing the totals or search, content (U.S.only) and all o your ads on the Ads tablewithout running a perormance report. Inaddition, Microsot updated the Ads table with a new Ad ID column that displays theidentication number o the ad you are reviewing.

Microsot Advertising Products adCenterCreate search-based adsadvertising.microsot.com/search-advertising

adCenter PublisherPost ads on your Web site (see Participate in Betas below)

Content AdsBe seen on Facebook, Wall Street Journal, CNBC, Fox Sports, MSN, etc.advertising.microsot.com/search-advertising/content-advertising

Mobile Search, Cashback, Display ads, etc.

Tools adCenter Add-InUnderstand keywordsadvertising.microsot.com/search-advertising/adcenter_addin

adCenter AnalyticsKnow your traicadvertising.microsot.com/search-advertising/adcenter-analytics

adCenter DesktopManage your campaigns oline (see Participate in Betas below)

Resources adCenter Community Blogwww.adcentercommunity.com

Participate in Betasadvertising.microsot.com/adcenter-beta-pilot-home


14/15


You can ollow updates at Twitter.com/adCenterBlog. In addition, Microsot launched apage on page Facebook. This continues their commitment to bring you closer to the peoplebehind Microsot Advertising, keep you inormed on happenings and provide you anotherway to share eedback.

CLOSING THOUGHTS

When done well, search engine marketing is a way to impact a diverse audience, whileeectively positioning your brand to have a personal sales conversation.

Try these tools or yoursel to see which one ts your search engine marketing strategy andis most poised to reshape the eectiveness o your campaigns.

***

I you would like to learn more about search engine marketing, contact your OmnitureAccount Manager or call (866) 923-7309. For internationally-located businesses, visitOmniture.com or the oce inormation nearest you.


15/15

APR 2009 Omniture, Inc. Omniture and the Omniture, SiteCatalyst, SearchCenter, Discover, Genesis and Test&Target logos are trademarks o Omniture. All other trademarks and logos are the property o their respective owners. All rights reserved.

WEB: omniture.com

EMAIL: [email protected]

AMERICAS

+ 1.877.722.7088TEL+ 1.801.722.7001FAX

AUSTRALIA

+ 612 8211 2707 TELKOREA

+ 82.2.2008.3228 TEL

UK

+44 (0)20 7380 4400TEL+44 (0)20 7380 4401FAX

NORDICS & BENELUX

+ 45 (0) 36 98 89 50 TEL+ 45 (0) 36 98 89 51FAX

JAPAN

+ 81.03.6418.6600 TEL

FRANCE

+33 (0) 1 70 37 53 56 TEL+33 (0) 1 77 72 56 38 FAX

HONG KONG

+ 852 2168 0873 TEL

GERMANY

+49 (0) 89 9040 5408 TEL+49 (0) 89 9546 4252 FAX

SWEDEN

+ 46 (0) 8 601 30 91 TEL

OMNITURETHE LEADER IN ONLINE BUSINESS OPTIMIZATION

More than 5,100 companies around the world rely on The Omniture Online Marketing Suite to optimize customer interactionscreating more personalized, relevant customer experiences while also maximizing the return on their marketing spend. The OmnitureOnline Marketing Suite oers superior usability, supports multiple languages and currencies, and is delivered securely via an on-demand inrastructure that is designed to scale with customer needs.

Powered by an Open Business Analytics Platorm, the suite is supported by world-class services and a rich ecosystem o partners,developers and agencies. Omniture Client Services include ClientCare, with fexible support options and global access; OmnitureConsulting, with a world-class implementation methodology and industry best practices; Omniture Education with on-demand andin-class certication programs.

Date post:	07-Apr-2018
Category:	Documents
Upload:	larry-williams
View:	213 times
Download:	0 times

Search Engine Marketing Trends_Omniture

Documents