Search Engine Marketing 101

January 23, 2013

Search Engine Marketing

Today’s Presenters

2

Connie Ross Associate Director Search Marketing,

Empower MediaMarketing

Tim Metzner Digital Marketing Consultant

Former VP Marketing, SparkPeople Startup Weekend Organizer

Our Experience: Startups – Regional Co.'s – Global Brands

Empower Media Marketing Vitals

» Full Service Media Agency

» Founded in 1985

» P&G Roots

» 140 Employees

» Independently owned

» Women Owned and Certified

» Nationally Recognized Excellence

Agenda

» What is Search Engine Marketing?

» Overview of the Categories

• Paid Search

• Local Search

• Organic Search

• Mobile Search

5

What is Search Engine Marketing?

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Search Is a Core Behavior

Now

4 billion searches per day…

and growing

Search Engine Marketing Outlook

» Paid Search Spending is expected to top $18 billion by 2013

» Mobile Ad Spending is expected to see the largest growth for digital in the next 2 years followed by Video & Social

Digital Media 2011 (billions) 2012 (billions) 2013 (billions) % change

2011 - 2013

Paid Search $14.38 $17.03 $18.85 31%

Online Display $7.61 $8.94 $9.93 30%

Social Media $1.00 $1.23 $1.66 66%

Mobile $1.23 $1.80 $2.52 105%

Video $2.16 $3.09 $4.20 94%

Source: eMarketer - The Global Media Intelligence Report: North America, October 2011

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Search Engine Marketing

» For Searchers…

• It’s about Better Research

• It’s about Convenience

» For Advertisers…

• It’s about Being Found

• It’s about Being Relevant

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SEM Terminology

Search Engine Marketing

(SEM)

Paid Search (PPC)

Search Engine Optimization

(SEO)

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Paid Media Paid Owned & Earned

Search Engine Marketing Categories

• Keyword buys on all engines, mainly Google & Yahoo/Bing Paid Search (PPC)

• Appearing when a consumer searches for localized information (i.e. Family Entertainment in Branson, MO) Local Search

• Process of improving the visibility of a website in search engines via the "natural" or organic search results Organic Search (SEO)

• Keyword buys on all engines, appearing specifically on mobile devices Mobile Search

• Focuses on Industry specific content (i.e. Banking, Shopping, Travel, etc.) Vertical Search

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Anatomy of a Search Engine Results Page

12

Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

Search Engine Market Share

» Google remains the leader in the search space

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67%

15%

14%

3% 2%

Percent of U.S. Search Queries

Google

Yahoo!

Bing

Ask

Aol

Source: comScore Marketer, July 2012

Search Alliance – 29%

Paid Search (PPC)

What is Paid Search?

15

Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

Relevancy is King

» Ads are ranked based on many factors

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Amount You’re

Willing to Pay

Text Ad Keyword

Account History/CTR

Landing Page

Ranking on Search

Results Page

Relevancy/Quality Score Maximum CPC Bid

Competitor Max CPC Bid Ad Quality Ad Rank Position

A $4 1 4 4

B $3 3 9 2

C $2 6 12 1

D $1 8 8 3

Paid Search Ad Rank

» Max CPC bid × Quality Score = Ad Rank

x

x

x

x

=

=

=

=

Adjusting Match Types

Broad

•Any query containing the terms in any order and along with other terms

•Earns a LOT of impressions and may be less relevant

+Broad Modified

•Any query containing the term or close variation following the “+” symbol

•Limits the amount of impressions typically generated

“Phrase”

•Query must contain the words in the order you have them

•Somewhat limits impressions and can increase CTR%

[Exact]

•Ad only appears if the query is exactly what is contained in the brackets

•Least amount of impressions

-Negative

•Query can not contain the term or phrase

•Ads will not display

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Instant Oil Changes

Instant Oil

Instant Changes

+Instant +Oil +Changes

Instant and Speedy Oil Changes

“Instant Oil Changes”

Inexpensive instant oil changes

[Instant Oil Change]

Instant Oil change

-Cheap

Cheap Oil Changes

Anatomy of a Text Ad

Text Ad Elements & Character Limits Headline – 25 Characters Description Line 1 – 35 Characters Description Line 2 – 35 Characters Display URL – 35 Characters

DO’s •Provide a strong call-to-action •Make a compelling offer •Ensure it’s relevant to the ad group •Write in proper text format •Look at competitors for inspiration

DON’Ts •No superlatives (best, cheapest) unless verified within 2 clicks of landing page •No words in all CAPS •No more than one “!” in description •Display URL must match Destination URL

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Anatomy of a Text Ad

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Location Extensions Sitelinks

Campaign Optimizations

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CTR%

• High CTR means the terms are relevant & have strong quality score. Good scores are awarded lower CPC’s

• Low CTR terms need adjusted match types or to be paused

CPC$

• High CPC’s spend budget quickly, so finding optimal selection of low cost terms is the ultimate goal

• Noting high CPC terms, increase match type or pause

Avg. Pos

• High position (3+) may have poor metrics: sort by highest positions and consider increasing match type or pausing

• Increase Max CPC bid for a term to influence positioning

Local Search

What is Local Search?

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

What is Local Search

Local Listings Management

» 97% of Consumers search for local businesses online can be there when their customers need them

» Manage the top 100 local listing sites including Google+ for businesses, Bing Local, Yelp, etc.

March 2012 BIA/Kelsey's User View Wave VII Report

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SEO

What is Search Engine Optimization?

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

How Do Search Engines Create Rankings?

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Three Optimization Areas for SEO

1. Content Optimization • New Content

• Updated Content

2. HTML Code Optimization • Title tags

• Meta tags

• Header tags

• Image ALT tags

3. Inbound Marketing • Influencing other channels

• Increasing links back to site

*IMPORTANT NOTE: All aspects of SEO are informed by Keyword Research.

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Mobile

30

What is Mobile Search?

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Paid Ads

Organic Results

Paid Ads

Local Listings

Mobile Search Facts

» Google controls 93% of the mobile paid search market

» 70% of desktop searches lead to an action within 1 month. 70%

of mobile searches lead to an action within 1 hour.

» Worldwide mobile advertising will reach $11.4 billion in 2013.

Sources: Internet Retailer & SocialMediaToday.com

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Q&A…

Thank you for attending!

• If you have follow-up questions or want more

information, please contact us:

Tim Metzner, email: [email protected]

Connie Ross, email: [email protected]

Important Terms

» Search Engine: A program or tool that helps users locate information or documents using keywords.

» Search Engine Marketing (SEM): Paid advertising on a search engine.

» Search Engine Optimization (SEO): Organic listings on a search engine.

» Keyword: Specific word(s) provided as an index to identify specific records or documents, usually to facility search engines on the web.

» Visit Duration: Length of time a visitor is exposed to a an advertisement during an online session.

» Tracking Pixel (Beacon): A measure whether the ad, page or email was successfully viewed and other tracking purposes.

» Click-Stream: The navigational path or sequence of activity a user initiates while online.

» Cookie: A file transmitted to a user’s browser to uniquely identify the user’s browser.

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Strategic Marketing Communications

• Channel Planning & Optimization

• Marketing Strategy

• Brand Strategy

• Digital Strategy

• Mobile Strategy

Decision Sciences

• Media ROI/Effectiveness

• Consumer Insights

• Direct Response Reporting & Media Optimization

• Brand Participation MappingSM

• ChatterWatchSM

• Impact Moments® Research

• Competitive Analysis

Media Planning & Buying

• Broadcast

• National & Local TV, Cable & Radio

• Print

• Out-of-Home/Digital OOH

• Online & Mobile Display

• Direct Response

• Product Placement/Brand Integration

• Social Ads

• Search Marketing

Empower Media Marketing Capabilities

Insight Fueled – Performance Driven – Vital Media

Empower Approach to Search

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Discover

Define

Design

Develop

Deploy

Decipher

Understand client, consumer, project background

Plan recommendation

Plan activation

Track, analyze, optimize, report

Strategies to meet objectives

Align on objectives and measurement plan

Strategic Partnerships

Certified Agency Search Engines Local Listings Database Web Analytics Vendors

Uncover Consumer Insights through Search Behavior

Key Resources Inform Search Plans

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Industry-Leading Tools

Campaign Automation

Industry Trends

Search Intelligence

Keyword Research SEO

Analysis