Search marketing, Find the good media mix
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Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
SEARCH ENGINE MARKETINGJanuary 5, 2011
NETBOOSTERASIA INC.
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
UNTIL RECENTLYMARKETING WAS ALL ABOUT
IMPRESSION & REACH
GET EXPOSURE FOR YOUR BRAND
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ONLINE IT WAS SIMPLY TRANSLATED
INTO BANNERS
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHAT IS THE SPECIFICITY OF ONLINE ADVERTISING ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
THE PATH TO PURCHASE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
BANNER ADVERTISING SOCIAL MEDIA
SEARCH, CONTENT NETWORKS
LANDING PAGE CORPORATE SITE
REGISTRATION - LEAD
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WE WANT TO
PUSH THE CONSUMER
TO MOVE FROM
ONE STEP TO THE NEXT ONE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
CTR CPC
CPL
HOW DO WE FOLLOW OUR CONSUMER STEPS?
BANNER ADVERTISING
SOCIAL MEDIA
SEARCH, CONTENT NETWORKS
LANDING PAGE - CORPORATE SITE
REGISTRATION - LEAD
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
SEARCH ENGINE MARKETING IS OFTEN REDUCED TO
ADVERTISING ONGOOGLE,
AND YAHOO!
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHILE IN FACT IT S MUCH MORE
THAN THAT
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
TODAY WE WILL EXPLORE 2 MAJOR DIRECTIONS
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ONE IS
MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN
HE NEEDS TO
SEARCH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
THE OTHER ONE IS
INTERCEPT SOMEONE NOT LOOKING FOR OUR OFFERS
BECAUSE WE THINK WE ARE RELEVANT TO HIM
DISPLAY VS
SEARCH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IF WE LOOK FIRST AT HOW WE
SEARCH FOR INFORMATION
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
GOOGLE & YAHOO SHOW SIMILAR PATTERNS:
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WE ONLY LOOK AT THE TOP OF
THE RESULT PAGE
TOP RESULTS GOT MOST OF THE
TRAFFIC
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
EYES TRACKING STUDY CONFIRMED
THIS BEHAVIOUR
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ORGANIC RESULTS
PAID SEARCH RESULTS
PAID VS ORGANIC
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
HOW TO ?
BE PROPERLY POSITIONED ON ORGANIC SEARCH
SEO
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
POSITIONING IS ALL ABOUT KEYWORDS AND
CONTENT
PROPER VISIBILITY TODAY IS ABOUT SEMANTIC
SEARCH ENGINES READ AND UNDERSTAND EVERY CONTENT IT
INDEXES
FROM TEXT, TO IMAGE TO VIDEO
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
A NEW WEB SITE OR PAGE IS POSTED, LINKED TO, OR HAS ITS CONTENT ALTERED
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
SE’S SPIDERS CRAWL THE PAGE
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
CRAWL TEXT, IMAGE DESCRIPTIONS, META DATA, PAGE TITLES, AND URL
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
FOLLOW LINKS, COUNT LINKS IN AND OUT
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
INDEX KEY TERMS, COUNT WORD FREQUENCY
SearchWikiEngineSEOSEM
Web
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WEIGHT ALGORITHM
This Page
Other Pages
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
10 Tons
9 Tons
8 Tons
6 Tons
SITES ARE RANKED ACCORDING TO THEIR KEY TERM RANK
HOW SEARCH ENGINES INDEX A SITE?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IF WE SUMMARIZE SEO IN 1 SENTENCE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IF WE SUMMARIZE SEO IN 1 SENTENCE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
NOTHING NEW HERE…
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
BUT IN FACT THERE IS A MAJOR CHANGE
HAPPENING IN THE WORLD OF SEARCH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
GOOGLE INSTANT GIVES ANSWER ON THE FLY
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
CUSTOMIZATION OF THE SEARCH IS CHANGING THE RULES
FRESHNESS BECOME A KEY FACTOR
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AS MARKETER
OUR JOB IS TO ANTICIPATE
WHAT OUR CLIENTWILL SEARCH WHEN
THINKING ABOUT OUR PRODUCTS
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
http://searchengineland.com/giving‐customers‐what‐they‐want‐a‐search‐behavior‐analysis‐45171
1PRODUCT
2PROJECT
3BRAND
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
BUILD A KEYWORD TREE TO MAKE SURE
YOU FULLY COVER YOUR
FIELD
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
KEYWORD TOOLhttps://adwords.google.com/select/KeywordToolExternal
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
KEYWORD TOOLhttps://adwords.google.com/select/KeywordToolExternal
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
NOW THAT WE KNOW ON WHAT
TO POSITION OURSELVES
IT S TIME TO ADVERTISE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ORGANIC RESULTS
PAID SEARCH RESULTS
WHAT IS PAID SEARCH ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHAT IS PAID SEARCH ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHAT IS PAID SEARCH ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
CHOOSE YOUR KEYWORDS
Keyword Generation
• Choose a wide range of keywords (The Long Tail)
• Consider user intent
– Use customer lingo, not just industry lingo
• Group thematically and linguistically
– These become your Ad Groups
• Also:
– Synonyms
– Misspellings
– Geographic keywords
– Brand and Trademarked terms
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
CREATE THE AD-TEXT
http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guide.cs&guide=23640
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
RUN AND OPTIMIZE
OPTIMIZATION IS DRIVEN BY CPA
IF “GROUP/KEYWORDS” GOT A LOT OF TRAFFIC BUT NO CONVERSION ON SITE.
SO IT HAS BEEN PAUSED
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
MAIN POINTS OF OPTIMIZATION
1. CPC BIDDING ADJUSTMENT PER KEYWORD
2. ON/OFF KEYWORDS3. CREATIVE AD-TEXT4. A/B TESTING
WITH ONE GOAL IN MIND
ROI
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
SOME ADVICES:
DON’T DO IT YOURSELFASK YOUR AGENCY TO DO IT FOR YOU
GIVE THEM A CLEAR ROI TARGET
BE READY TO INITIALLY SPEND MORE BUDGET TO BUILD CAMPAIGN HISTORY
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
YOU MIGHT HAVE THIS LAST QUESTION
SHOULD I ADVERTISE ON GOOGLE
OR ON YAHOO!
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IS EVERYTHING OK ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
REMEMBER THAT WE HAVE 2 MAJOR DIRECTIONS
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ONE IS
MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN
HE NEEDS TO
SEARCH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
THE OTHER ONE IS
CATCH SOMEONE BROWSING BECAUSE WE THINK OUR OFFER IS
RELEVANT TO HIM
DISPLAY VS
SEARCH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHEN YOU LAUNCH A NEW PRODUCT
OR PUSH A PRODUCT NOT
WIDELY KNOWN
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
EVEN IF SEARCH IS EFFICIENTIF YOU HAVE NO VOLUME
YOU WON’T REACH YOUR OBJECTIVE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WHAT CAN INFLUENCE THE SEARCH VOLUME
?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
WE WILL EXPLORE 6PLACEMENT STRATEGIES
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
RON
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
WHEN A PUBLISHER GIVES US A WAY TO TARGET THE DEMOGRAPHY
OF OUR AD
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
ADVERTISE IN THE CONTEXT OF WHAT THE USER IS BROWSING
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
MODEL ON COST PER CLICK ENGAGEMENT
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
PREMIUM PLACEMENT IN A PUBLISHER SITE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
AD CUSTOMIZED FOR USER WHO ALREADY SAW THE AD BEFORE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
RON
CONTENT NETWORK, RUN OF SITE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
RELATIVE REACH OF EACH PLACEMENT STRATEGY
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010Source: “When Money Moves to Digital, Where Should It Go” Comscore study Sept 2010
LIFT IN SITE VISITATION AND BRAND SEARCHES
AFTER 4 WEEKS
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
RON, EFFICIENCY, AND CONTEXTUAL DELIVER LARGE AUDIENCE SO IMPACT
ON SITE VISITATION
GOOD TO PUSH TRAFFIC TO SITE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
PREMIUM AND AUDIENCE GOOD LIFT IN TRADEMARK SEARCH
CREATE BRANDING AT THE COST OF THE REACH
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
RETARGETING BEST CHANNEL TO GENERATE LIFT FOR BOTH
SITE VISITATION AND SEARCH
LARGE MEDIA PARTNER WILL ENSURE EFFFECTIVENESS AND REACH ABILITY
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IF WE LOOK AT THE LOCAL MEDIA
LANDSCAPE
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
76.5% Reach
Google AdPlanner December 2010
69% Reach
2 PLAYERS ARE WAY AHEAD
FOLLOWED BY SMALLER SITES:BLOGSPOT 21.9%TWITTER 11.4%SULIT 10.2%
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
DO WE HAVE A LIFT IN SEARCH WHEN USING DISPLAY ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
ONE OF THE MOST OFTEN ASKED QUESTION ON THE MEDIA MIX
WHAT ABOUT OFFLINE VERSUS ONLINEDO WE HAVE COMPLEMENTARY EFFECT?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Source: “Actionable analytic” Razorfish
CONVERSION RATE INDEX
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
IF MEDIA CHANNELS INTERACT TO INFLUENCE CUSTOMER BEHAVIOUR,
ARE WE SURE THAT WE CORRECTLY ATTRIBUTE SALES TO THE GOOD CHANNEL?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
COMMON BELIEVE:100% OF THE CREDIT FOR A CONVERSION
IS GIVEN TO THE LAST CLICK
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
NICHE SITES CAN BE THE STARTING POINT WHICH LEAD TO A CONVERSION
Source: “Actionable analytic” Razorfish
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
HOW TO BE ABLE TO GO AT THIS LEVEL OF DETAILS ?
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
GETTING THE RIGHT TOOLSADSERVING PLATEFORM WITH STRONG
ANALYTICAL CAPABILITIES
EXAMPLE MEDIAMIND
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
PLAN CAREFULLY YOUR CAMPAIGN
CONSIDER ALL CHANNELS FROM SEO, TO SEARCH AND DISPLAY
ALWAYS KEEP IN MIND YOU ROI TARGET
Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010
THANK YOU
LAURENT GOIRANDCEO, NETBOOSTER ASIA
LGOIRAND@NETBOOSTERASIA.COM
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