© IDM Academy 2008 Getting the Most from Search - Integration, Ethics & Testing for Success Simon Heyes Head of Sales Operations +44(0)

© IDM Academy 2008 Overview In the UK, internet advertising is accelerating nine times faster than the entire advertising sector - and Paid Search accounts for over 55% of online ad spend. Ethics – Do’s and Don’ts Differences between Organic and Paid Optimise, Co-ordinate, Review Analytics is crucial New search applications to think about…. Questions

© IDM Academy 2008 Who are bigmouthmedia? With over 10 years of experience, bigmouthmedia are Europe’s largest independent digital marketing company UK offices in Edinburgh, London and Manchester A further 10 offices across the globe Provide integrated or stand alone PPC, SEO, Affiliates and Display Advocates of ethical search marketing Proven results Multilingual (48 countries, 24 languages) Award winning campaigns

© IDM Academy 2008 Ethics - SEO Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy… Google’s on a mission to clean up it’s index….

© IDM Academy 2008 Ethics - SEO Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy…

© IDM Academy 2008 Ethics - SEO The effect of being penalised by Google….

© IDM Academy 2008 Ethics - SEO Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy… Do’s Stick to the guidelines published by the search engines Think of your users as well as the search engines Don’t’s Hide text or links Link buying Link farms ‘Doorway pages’ (circa 1986)

© IDM Academy 2008 Ethics - PPC As of 5 th May, Google will open up trademark bidding in the UK To bid or not to bid on competitors brand terms? Quality Score Brief your affiliates Re-focus on your brand strength Be prepared

© IDM Academy 2008 “Think about users first….adding value for users will add value to your search marketing campaign”

© IDM Academy 2008 Integrating Search – 3 Steps The algorithms for SEO and PPC have evolved. Integration is more important than it has ever been Optimise Site and campaigns Coordinate Efforts and strategies Review Trends and Analytics data

© IDM Academy 2008 Optimise - Content Content is king (as they say) Content rich sites, with useful information for users Simple and effective cross linking for upselling products or services

© IDM Academy 2008 Optimise - Content

© IDM Academy 2008 Optimise - Content Content is king (as they say) Content rich sites, with useful information for users Simple and effective cross linking for upselling products or services TIP – fresh content on your homepage (e.g. news, “today’s picks” etc)

© IDM Academy 2008 Optimise - Content Content is king (as they say) Content rich sites, with useful information for users Simple and effective cross linking for upselling products or services TIP – changing content on your homepage (e.g. news, “today’s picks” etc) Optimising content is no longer just about website copy….

© IDM Academy 2008 Google Universal Search

© IDM Academy 2008 Google Universal Search SEO is no longer just about optimising text content

© IDM Academy 2008 Google Universal Search Images Videos Social Media News and PR

© IDM Academy 2008 Optimise – Quality Score Bidding a maximum amount for the top keyword position is a thing of the past CTR Relevancy of Ad Text Historical Performance of Keywords Relevancy of Landing Page Loading Time for Landing Page

© IDM Academy 2008 Optimise – Quality Score Bidding a maximum amount for the top keyword position is a thing of the past

© IDM Academy 2008 Optimise – Quality Score Improved Quality Score can mean; More traffic for the same cost Same traffic for less cost More robust positions Better ROI

© IDM Academy 2008 Coordinate – PPC and SEO Quality Score factors; CTR Relevancy of Ad Text Historical Performance of Keywords Relevancy of Landing Page Loading Time for Landing Page

© IDM Academy 2008 Coordinate – Ad Text Co-ordinating ad text; X

© IDM Academy 2008 Coordinate – Ad Text Co-ordinating ad text;

© IDM Academy 2008 Coordinate – Landing Pages Google Website Optimiser allows you to test different landing pages for PPC TIPS Relevant content Relevant to ad text KNOW YOUR KEYWORDS One keyphase per page One call to action

© IDM Academy 2008 Coordinate – Landing Pages The result means you can optimise one page for SEO, and use the same page as a PPC landing page

© IDM Academy 2008

Coordinate – Landing Pages The result means you can optimise one page for SEO, and use the same page as a PPC landing page Relevant content for good organic search positions….. And a targeted page to enhance Quality Score…

© IDM Academy 2008 Analytics and Tracking is crucial to review your campaign and monitor ROI

© IDM Academy 2008 Analytics and Tracking All major analytics providers will allow you to track conversions and monitor traffic rates Identify key traffic sources Differentiate between paid for and natural search engine traffic Drop off rates Bounce rates Shopping cart abandonment Sign ups, transactions, downloads etc

© IDM Academy 2008 Analytics and Tracking Which keywords are driving the most traffic?

© IDM Academy 2008 Analytics and Tracking Which keywords are driving the most traffic?

© IDM Academy 2008 Analytics and Tracking Identify the ROI for individual keywords…

© IDM Academy 2008 Analytics and Tracking Identify drop off rates and plug the holes…

© IDM Academy 2008 Analytics and Tracking Begin to start thinking holistically about your online marketing. Click path analysis can help track SEO, PPC, affiliates and display campaigns Click One Display Advert Click Two SEO Listing Click Three PPC Keyword SALE Underlines the importance of viewing your online marketing as a whole – removing budget from one area of online marketing could have a big impact on your PPC

© IDM Academy 2008 Final Thoughts If you have spare time, think of ways other sites can send traffic to yours… Offer something DIFFERENT Be QUIRKY Low cost/resource = High Traffic Return e.g. Facebook applications

© IDM Academy 2008

Final Thoughts If you have spare time, think of ways other sites can send traffic to yours… Offer something DIFFERENT Be QUIRKY Low cost/resource = High Traffic Return e.g. Facebook applications Google Gadgets / widgets

© IDM Academy 2008 Final Thoughts