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360i : : integrated search marketing : : 1 next Search Engine Marketing May 2005.

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Presentation on theme: "360i : : integrated search marketing : : 1 next Search Engine Marketing May 2005."— Presentation transcript:

1 360i : : integrated search marketing : : 1 next Search Engine Marketing May 2005

2 360i : : integrated search marketing : : 2 next :: todays overview :: :Company Profile/Process Snapshot :Market Research Insights with HitWise :Comprehensive Search Engine Marketing :Algorithmic Search :Discussion/ Next Steps Appendix: Search Market Opportunity and Growth

3 360i : : integrated search marketing : : 3 next :: overview of 360i :: :Google Advertising Research Council (Beta Programs) (50 in US) :50+ Search Engine Marketing Agency, Since 1998 :Specialty Retail Practice & Shop.org Partner :Speakers at Search Engine Strategies and AD TECH Conferences :Board Members, Interactive Advertising Bureau (IAB), SEMPO :Own Proprietary Bid Managements Software

4 360i : : integrated search marketing : : 4 next :: success stories: partial client list ::

5 360i : : integrated search marketing : : 5 next :: Full Service Search Marketing Services Overview :: Our Full Circle Search® approach leads to improved integrated strategy and results through your one integrated search team.

6 360i : : integrated search marketing : : 6 next :: 360is marketing campaign lifecycle ::

7 360i : : integrated search marketing : : 7 next :: 360i account team + supporting resources :: :Integrated Account Team owns the Campaign :: Senior Account Manager :: Media Manager :: Technical Manager :: Search Analyst :: Reporting Analyst :Account Team is supported by: :: VP Client Services :: Media Director :: Client Service Director :: Chief Technologist :: Chief Strategist :Tenure/Experience of Staff :: 360i staff assigned to the campaign have tenure, advanced technical abilities and extensive previous search experience. :: Prior retail experience - expedites results! :: No contractors – all in house staff

8 360i : : integrated search marketing : : 8 next :: campaign strategy overview :: :Strategy/Goal Assessment :Competitive Research :Hitwise (examples) :Algorithmic Search :Strategy :Execution :Measurement

9 360i : : integrated search marketing : : 9 next :: 2005 Campaign Opportunities :: There is an opportunity to dominate search through the integration of natural and paid search campaign. GOAL: Target online consumers with low-cost natural search strategies. Most companies default to the paid listings for traffic… Natural search will provide a large advantage when coupled with paid.

10 360i : : integrated search marketing : : 10 next Algorithmic Search Captures First Look New EyeTracking Study verifies the importance of page position and rank in both Algorithmic and PPC search results for visibility and click through. Clicks happen pretty quickly. It just shows that search marketing is a real estate game. Its all about location, location, location. -

11 360i : : integrated search marketing : : 11 next 2005 Campaign Objectives o Primary: o Capture large population of related searches o Generate sales leads as measured by completion of online applications and/or direct contact o Measure cost of traffic and conversions (sales leads) Secondary: o Drive high volume of traffic to the site through search engines. o Gain maximum search visibility as measured by rankings. o Enhance reporting and analytics by tracking against key performance indicators.

12 360i : : integrated search marketing : : 12 next 2005 Algorithmic Search Strategy General Challenges: o Existing site is unfriendly to the search engines o Limited content, poor use of URLs and general architecture does not comply with search optimization strategies Strengths to Leverage: o Reasonable Google page rank showing maturity that can be leveraged Use of Landing Pages? o General strategy would apply to existing site to take advantage of strong page rank o New pages with content specific to each search phrase will be effective

13 360i : : integrated search marketing : : 13 next Algorithmic Search Strategy Content Use: o Keyword Development o Build keyword lists for new programs. o Revise and expand keyword lists for current search programs. o Creation of Content Pages o Create new keyword-based glossary of Content pages that are conversion driven with unique content. o Integrate key learnings from paid media performance. o Internal Linking o Develop internal linking strategy among all pages o Link Appendix and Content pages from homepage.

14 360i : : integrated search marketing : : 14 next Algorithmic Search Strategy Site Optimization as applicable/possible: o Site assessment and recommendations for improvements o Revise title and meta tags to incorporate target keywords. o Review site architecture for technical issues that could hinder spiderability. o Submissions o Submit site to major and mid-tier search engines and directories. o External linking: o Assess all opportunities to create valuable inbound links to the site o Other o Set performance benchmarks to measure progress (click, page views, site activity, etc.) o Guidance of search friendly press releases

15 360i : : integrated search marketing : : 15 next Process sample – use of content :: Unique content that corresponds to the most important search phrases creates better search visibility Content can be added – To existing pages, or – By using new pages (useful for database driven sites) New content page creation adheres to the following – Site pages hosted off main domain with unique content that is useful to the user and to the search engine spiders – Content pages create a glossary section of material that augments the footprint of the site and broadens visibility and relevance to key search phrases – See examples…

16 360i : : integrated search marketing : : 16 next Process sample – use of content :: Typical retail site – lots of images, little text content

17 360i : : integrated search marketing : : 17 next Process sample – use of content :: 360is creation of a new glossary section for categories of search phrases

18 360i : : integrated search marketing : : 18 next Process sample – use of content :: Individual content pages – note use of URL, unique offers, uniform site navigation…

19 360i : : integrated search marketing : : 19 next 2005 – Expect Change

20 360i : : integrated search marketing : : 20 next :: Appendices :: --Search Opportunity --Reporting Overview

21 360i : : integrated search marketing : : 21 next :: why search engine marketing? :: The secret of search marketing is that it delivers on the core goal of advertising. If you spend ad dollars, you should get back more customers, more revenue and more information. Search takes a step beyond brand or even direct response advertising and does what advertising is ultimately supposed to do: Find out where is the demand for a product or service and put a relevant message in front of that demand. Tim Armstrong VP Advertising Sales, Google

22 360i : : integrated search marketing : : 22 next :: internet dominates daytime reach :: Exclusive Media Audience By Daypart At Work Users Source: OPA, Millward Brown Intelliquest Workplace Usage Study Marketing Opportunity

23 360i : : integrated search marketing : : 23 next :: 117 million consumers use search ::

24 360i : : integrated search marketing : : 24 next :: search trend: older, affluent, and educated :: Older Affluent Educated

25 360i : : integrated search marketing : : 25 next :: relationship between research and purchase ::

26 360i : : integrated search marketing : : 26 next Search Budgets are Growing… Search works… Marketers are voting with their dollars Search is now the most dominant form of online advertising Emerging from nearly nothing just 5 years ago Sources – Advertising Revenue Report, PriceWaterhouseCoopers/Interactive Advertising Bureau / April 2004 Online Advertising Revenue, % by vehicle 1999 Banners and sponsorships comprise 83% of market , referrals, interstitials, slotting fees, other Today 40% Search 8% Rich media 17% Classifieds 9% Sponsorships 20% Banners Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004)

27 360i : : integrated search marketing : : 27 next :: users relying heavily on search to find sites ::

28 360i : : integrated search marketing : : 28 next :: search increases importance based on yrs. online ::

29 360i : : integrated search marketing : : 29 next :: active reach (%) market share – importance of big 4 ::

30 360i : : integrated search marketing : : 30 next :: recent trend: integrated search marketing :: Type of PlacementsYahoo!AOLGoogleMSN # of Paid Advertisement Listings # of Algorithmic Listings10 15 Total Listings Per Page % Paid Advertisements56%33%50%34% % Algorithmic44%66%50%65% Search Engine and Number of Listings Per Page

31 360i : : integrated search marketing : : 31 next AdWords (PPC) algorithmic SEO AdWords (PPC) algorithmic SEO Own More Shelf Space! - PPC :: multiple placements maximize results ::

32 360i : : integrated search marketing : : 32 next :: Competitive Research :: (SAMPLE DATA ONLY)

33 360i : : integrated search marketing : : 33 next :: competitive hitwise reports :: Real time competitive intelligence 25 million Internet users (10MM in the US) the largest sample monitored every day 450,000+ online businesses 160+ industry categories Drive better business decisions

34 360i : : integrated search marketing : : 34 next :: Office Depot – rank by visits ::

35 360i : : integrated search marketing : : 35 next :: market share competition vs. industry average ::

36 360i : : integrated search marketing : : 36 next :: clickstream - top 10 search engine referrers :: Most of the traffic is driven by Yahoo! and Google….How does this compare to other competitors?

37 360i : : integrated search marketing : : 37 next :: search engine referrers comparison data :: The chart below indicates the percentage of traffic driven by search engines to each of the sites.

38 360i : : integrated search marketing : : 38 next :: clickstream – industry report :: Sites within the Shopping/Classifieds, Computers/Internet and Business/Finance deliver majority of the traffic to

39 360i : : integrated search marketing : : 39 next :: industry comparison data :: The chart below indicates the percentage of traffic driven by different industry categories to each of the sites.

40 360i : : integrated search marketing : : 40 next :: clickstream top 20 competitive sites :: The chart above indicates the top 5 sites visited before and after visiting OfficeDepot.com. This helps us understand the user behavior and the user tendency to shop and research for products on similar sites. Approximately 16% of the visitors tend to visit the two primary competitors of Office Depot after visiting OfficeDepot.com.

41 360i : : integrated search marketing : : 41 next :: clickstream top 20 referring sites – Office Depot ::

42 360i : : integrated search marketing : : 42 next :: clickstream top 20 referring sites – Staples ::

43 360i : : integrated search marketing : : 43 next :: clickstream top 20 referring sites – OfficeMax ::

44 360i : : integrated search marketing : : 44 next :: search terms suggestion tool :: Search term phrases identify the most popular brands and types of products searched for successfully Here 269 different variations of Backpack were identified Use distribution data to select key types, brands and models of backpacks to include in your search marketing campaign

45 360i : : integrated search marketing : : 45 next :: search terms report – Office Depot :: Analyze most popular search terms within 160 industries Analyze most popular and successful keywords that drive traffic Analyze keywords that are generating traffic to competitor sites Site gets traffic mainly from branded terms and opportunity to optimize to non-branded terms and get qualified traffic to the site Office Depot received 23.07% traffic from search engine related search terms. This was 1.47 above the industry average.

46 360i : : integrated search marketing : : 46 next :: search terms report – Staples ::

47 360i : : integrated search marketing : : 47 next :: search terms report – OfficeMax ::

48 360i : : integrated search marketing : : 48 next :: demographics – Office Depot ::

49 360i : : integrated search marketing : : 49 next :: Site Side Tracking ::

50 360i : : integrated search marketing : : 50 next :: ClickTracks – benefits :: All search traffic managed in one tool One customized and detailed report for both SEO and PPC Critical information – this tool can track: oInbound referral information oWhere visitor goes on site oHow long they spend on average oRevenue per visitor oAll data comparing algorithmic vs. Paid visitors oAllows for quick optimization and learning ClientExpo Online archive for all reports and data. Showcasing the sites current standings and rankings within the Top 4 Search Engines in relation to the targeted key-term list.

51 360i : : integrated search marketing : : 51 next :: reporting at a glance - Dashboard ::

52 360i : : integrated search marketing : : 52 next :: ClickTracks - id visitors on site ::

53 360i : : integrated search marketing : : 53 next :: ClickTracks - path view :: Path View – Traffic flow to and from each page – Exit rate – All divided by traffic/visitor category

54 360i : : integrated search marketing : : 54 next :: ClickTracks - revenue measurement :: Revenue per visitor Total revenue per phrase

55 360i : : integrated search marketing : : 55 next :: ClickTracks - keyword performance :: Keyword performance across multiple search engines (paid vs. non-paid) # of visitors % of visitors

56 360i : : integrated search marketing : : 56 next :: ClickTracks - time on site – by type of visitor :: Time on site, Short visits By category or site

57 360i : : integrated search marketing : : 57 next Tracking & Reporting Tracking & Reporting : Client Expo Reporting –Snapshot

58 360i : : integrated search marketing : : 58 next Discussion/ Next Steps Bryan Kujawski, Co-Founder, 360i – Blake Roberts –


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