Search Marketing 101

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The Shopping.com Solution

Helping consumers everywhere use the power of information to find, compare and buy anything!

A Better Way to Shop A Better Way to Sell

The Next Hour:

1Why Search is the future of niche marketing

Q & A

3

2Everything you needto know to succeed in search marketing

The Next Hour:

Q & A

3

2Everything you needto know to succeed in search marketing

What is Search Marketing?

“Lookingforness”

What is Search Marketing?

Kids drum sets

$$$0

Lookingforness Sells Stuff!

Driving Billions In Commerce #1 Source of customers online

Source, Morgan Stanley Internet Research, Natural Search is = Paid, and 10% cost of sales

Social Media & Blogs Don’t

88% Average Annual Growth (!)

Growth Will Continue

Unprecedented drop in acquisition cost

Enabling new kinds of business…

What does this all mean?

Kill Be Killed

or

The Battle For Customers

The Next Hour:

Q & A

3

2Everything you needto know to succeed in search marketing

The Next Hour:

Q & A

3

Search Marketing In Two Words:

Data Language

What Data Must You Track?

What is a click worth?

Treat Data Collection Like Forensics

• There is nothing more important!

• Be disciplined and careful• Watch data everyday• Fix errors immediately!• Customize data to your

unique business• Use actual data wherever

possible – No such thing as average!

• Every detail matters

Analysis

• The goal is “Buy Low, Sell High”. • Use actual data and make simple estimations• Iterate and Improve• Its not rocket science

Search Is About Language

Yo Baby

Hello What’s Up?

How’s It Going?

What is this?

• Patriotic rug• Round rug• 36” rug• Braided rug• Beaded rug• Welcome mat• Cotton rug• Washable rug• Bath Mat• Bathroom rug• Theme rug• Red White and Blue Rug• American Rug• Flag Rug• Stars and Stripes rug

A Day of GPSgps magellan (4.15%) garmin gps (1.91%) palm gps (1.52%) gps review (1.51%) gps receiver (1.34%) gps watch (1.06%) TIMEX gps (0.90%) pda gps software (0.84%) casio gps watch (0.78%) gps receivers (0.77%) gps systems (0.76%) magellan gps handspring (0.74%) laptop gps (0.73%) gps m navman series (0.72%) delorme earthmate gps receiver (0.71%) automobile gps navigation system (0.68%) gps navigation system (0.67%) gps tracking (0.65%) auto gps system (0.60%) gps for palm (0.59%) delorme earthmate gps (0.59%) gps for cars (0.59%) Magellan gps (0.58%) gps software (0.57%) used gps (0.56%) magellangps (0.54%) gps laptop receiver (0.52%) copilot gps (0.49%) cellular gps phone (0.49%) car gps (0.49%) gps phone (0.46%) gps wrist watch (0.46%) Delorme gps (0.46%) car gps system (0.45%) gpsmap (0.44%) lowrance gps (0.44%) Hand held gps (0.43%) gps system (0.43%) garmin aviation gps (0.43%) gps reviews (0.43%) gps navigation (0.41%) earthmate gps (0.41%) aviation gps (0.40%) hand held gps system (0.38%) garmin gps 125 (0.38%) garmin hand held gps (0.37%) palm gps software (0.36%) automotive gps (0.36%) navman gps 500 (0.35%) gps auto navigation (0.34%) pda gps (0.34%) gps global positioning system (0.34%) earthmate gps receiver (0.33%) IPAQ gps (0.33%) gps for ipaq (0.32%) garmin vista gps (0.32%) gps mobile phone (0.32%) gps pda (0.31%) gps palm (0.30%) distance gps speed timex (0.30%) magellan meridian gps gps receiver (0.02%) lowrance gps devices (0.02%) garmin etrex vista gps receiver (0.02%) gps track system (0.02%) color garmin gps iii streetpilot voice (0.02%) bc 307 gps (0.02%) car gps in navigation system (0.02%) gps III plus (0.02%) gps for tungsten w (0.02%) gps coordinates (0.02%) gps bluetooth (0.02%) garmin streetpilot gps (0.02%) garmin map 76 gps (0.02%) garmin gpsmap 2010 gps receivers (0.02%) whistler gps (0.02%) sanyo gps (0.02%) buy gps (0.02%) pgpsoftware (0.02%) magellan meridian gold gps receivers (0.02%) magellan gps 300 (0.02%) lowrance ifinder plus gps devices (0.02%) lowrance ifinder gps receivers (0.02%) haicom gps (0.02%) gpsmap 2010 (0.02%) antenna antenna gps (0.02%) gpsmap 162 (0.02%) gps vehicle navigation (0.02%) car gps systems (0.02%) gps navigators (0.02%) gps navigator pharos pocket (0.02%) gps cell phone (0.30%) gps navigator (0.30%) portable gps (0.29%) gps fish finder (0.29%) gps antenna (0.29%) gps garmin (0.29%) magellan gps software (0.28%) navman gps (0.28%) gps maps (0.28%) auto gps (0.28%) marine gps (0.27%) gps dell axim (0.27%) megellan gps (0.27%) garmin gps 40 (0.27%) gps devices (0.26%) tom tom gps (0.26%) personal gps (0.24%) magellan gps companion (0.24%) gps ipaq (0.24%) gps navigation software (0.24%) cf gps (0.24%) gps (0.00%) car navigation systems gps review (0.00%) gps hiking reviews (0.00%) cf gps software (0.00%) vista gps reviews (0.00%) gps epinions (0.00%) waterproof mapping gps handheld (0.00%) what is the best handheld gps on the market (0.00%) where cqn i find a handheld gps with waas (0.00%) where to find garmin gps etrex personal navigator (0.00%) gps discounters (0.00%)

1,293 permutations in a single day

No permutation with more than 5% of volume

747 (57%) single instance

Two Tails

Tail Of Expressiongps wrist watch Delorme gps car gps system gpsmap lowrance gps Hand held gps gps system garmin activation gpsEarthmate gpsaviation gpsautomotive gpsnavman gpsGPS reviewsgps auto navigationpda gps global positioning system

Tail Of IntentionGPS devicecarbon monoxide monitorbh cameraswebcam infraredtelevision 32 inchsushi plateshed doorsRs232ctable scarvesstep up voltage convertersatin hair colorrv toiletsrug yarnrtc batteryottomans leathernylons for men

Keyword distribution

Keyword Percentile

1

100

Pe

rce

nta

ge

of

To

tal

Qu

eri

es

1

16

Cu

mu

lati

ve

Pe

rce

nta

ge

100

1

50 / 20

16 / 1

80 / 60

Tactics in the Head - Measurement

• Accuracy in the head is possible because data is abundant

• Data collection and methodology is key

• Meticulous reconciliation with partner systems and precise and measurement make all the difference

• Head terms become an important component for estimation in the tail

Keyword Percentile

1100

Per

cen

tag

e o

f T

ota

l Qu

erie

s

1

16

Tactics in tail: Estimation• The value of scale – Exposure to tail

through onsite search

• Estimate value any way you can:– Linguistic similarity– Behavioral similarities– Experience with other partners– Intuition

• Buy bundles of words in groups and evaluate the results of the cluster

• Expect wide variances and don’t be disappointed if you can only value a small percent of terms.

Keyword Percentile

1

100

Per

cen

tag

e o

f T

ota

l Qu

erie

s

1

16

July 31, 2003

DuoGlider LXI Stroller - MetropolitanBY Graco ($.50)

Central Park Baby Classics DuoGlider LXI Double Stroller by GracoPart of our Baby Classics collection, this high performance DuoGlider LXI is the perfect solution for getting two little ones around town. ($.45)

Duoglider LXI Stroller – Metropolitan Model: 7951MTR

• Double Stroller• Parent organizer tray with cup holder • Removable front and rear child's trays with

cup holders • Extra-large storage basket • Weight: 35 lbs. ($.65)

Lifesaver for moms with 2! Pros: huge basket, easy to open, easy to get into carCons: must remove cupholder on front seat to shut trunk

• Structured Feeds

• Web Crawling

• Product Catalog

• Consumer Reviews

Classification

Extraction

Clustering

“7951”

• IBM Printer Stand (53P7951)

• 400 Watt Power Supply (01K7951)

• High Gain Antenna (HGA7951)

• Strollers (LXI7951)

User Behavior

Data

UserQuery

“7951”Strollers: Graco: Double Seat

Compare prices on Graco 7951 Stroller

Compare prices and read reviews on stollers and other Graco products.www.shopping.com

Click Distribution 7951

3%

84%

5%

8%

Printer Accessories

Strollers

Netw ork Accessories

Pow er Supplies

Stroller Leads - $.50

Where is the Creativity?

Rank = Bid X Click Through Rate

Digital camera On SaleSave 40-70% on Quality DigitalCameras. Only $1 Shipping!Overstock.com

Digital Cameras for LessCheaper Digital Cameras Here!Big Selection and Same Day Shippingwww.TigerDirect.com

Sale on Digital CamerasBrand Name Digital Cameras for LessCompare Prices Before Buying & SaveBuyersEdge.com/DigitalCameras

CTR: 3%Bid: $.07

CTR: 2%Bid: $.10

CTR: 1%Bid: $.18

Warning: Brand Damage Possible!

BumsCompare Prices & Read Consumer Reviews on Bums atwww.shopping.com

Organizational Structure

• Think of search marketing as a profit center• Set profit goals• Compensate it as you would a sales job• Recruit for language and data skills• It’s a systems job, not a people job• Make technology responsible for business

goals

One Slide About SEO

• Use natural search to learn words for paid search

• Algorithms are in constant flux• Search spiders don’t enter queries!• Link from and to the best sites• Describe what is on the page well• No sudden moves• There is value to time

Just The First Inning

The Next Hour:

Q & A

3

The Next Hour:

Q & A

3

Thank You

;)