LBi Digitali Academy | Class #3

#DIGITALACADEMY

Search Engine Marketing

WHY ARE WE HERE TODAY?

41%

ATL

Display

SEM & SEO

Loyalty

YOY REVENUE UP 75% CONVERSION RATE UP 25%

RETURN ON INVESTMENT 29:1

Promote your brand / increase customers to your website

Promote an offer on your website / brand new website

Increase sales on your website / drive offline sales

Improve Return on Investment (ROI)

Decrease Cost per Acquisition (CPA)

Is SEM recession proof?

All advertising slowed during the recession.

Except digital, which grew 4.5%.

Of all advertising, search grew the most.

Where are brands investing?

"Half the money I spend on advertising is wasted; the

trouble is I don't know

- JOHN WANAMAKER -

$90B

36%

Buying online doesn't mean transacting online

WHERE IS SEM?

SEM (bought ads)

SEM (bought ads)

Google

Yahoo

HOW DO I GET MY BRAND TO THE TOP?

Getting your SEM campaign started

1. Pick the search terms that are relevant to your business goals

2. Decide the maximum you are willing to pay to attract a customer to your website

3. Write your ads to attract them

iphone 5 dubai

Targeting C-Suites

Max Bid Ad

Position Quality

Score

A closer look at the auction model

EXERCISE

Exercise

You have a business website www.Richmond.com.

Create the online goals your business:

1. What does your website do?

2. Who is your audience?

3. What are the business goals for the website?

4. What 2 products, or services you offer?

Time: 4 minutes

OPTIMISE YOUR SEARCH ENGINE

MARKETING (SEM)

What makes a good SEM ad?

A call to action phrase

A clear selling /information message

Avoid repetition

Be as relevant as possible to the user

Support competitive claims

Mini exercise

EXERCISE

Exercise

services:

1. Consider adding product price in the ad

2. Consider your business USPs

3. Consider using a promotion

4. Consider who your audience is

Time: 10 minutes

25 35 35

Character limits:

Targeted ads relating to search terms

Everything to refine your food High quality produtcs for seasoning your food. Visit our online store! www.oil-shop-london.co.uk

Keywords: olive oil buy olive oil olive oil greece balsamic vinegar buy balsamic vinegar basil oil buy basil oil premium basil oil

Tightly themed keywords, relevant ad texts

Keywords: olive oil buy olive oil olive oil greece

Keywords: balsamic vinegar buy balsamic vinegar

Keywords: basil oil buy basil oil premium basil oil

General ad text, keywords covering several topics

Premium Olive Oil Highest Quality from Italy. Order today and save money! www.oil-shop-london.co.uk

Balsamic Vinegar Premium Quality at an. affordable price. Order here. www.oil-shop-london.co.uk

Gourmet Basil Oil For fish, pasta and more. Order today and save money! www.oil-shop-london.co.uk

EXERCISE

Exercise

- brainstorm 15 keywords per product:

1. Consider the search your target customers are most likely to do search

2. Consider whether these terms are likely to achieve your business goals

Time: 5 minutes

SEM (bought ads)

SEM (bought ads)

Paid Search : Aggressive approach (Target positions 1-2)

Paid Search : Aggressive approach (Target positions 3-5)

Paid Search : Conservative approach (Target positions 6-10)

TIE

R O

NE

T

IER

TW

O

TIE

R T

HR

EE

Tier 1

Low organic Listings

High Availability

High Competition

Tier 2 Top 10 Organic Listings

Medium Availability

Moderate Competition

Tier 3

Top 3 organic listings

Low Availability

Low Competition

£60m in revenue generated in December 2011!

The mobile movement

The mobile movement

• These allow companies to show additional deeplinks into their website

• Can be a great way of directing people to where you want/highlighting deals

Sitelinks Extensions

Remarketing

FUTURE OF PAID SEARCH

5 factors driving the growth in mobile internet usage

5.Cloud Computing

2.Clever Devices

Transistors per chip

Memory cost

Time

4.Costs Decreasing

3.Connectivity increasing

1.Computing Power

Factors in the M Commerce Equation

23% of time accessing the internet is via a mobile device IAB/PWC mobile study, Apr 2010

12% of all UK shoppers use mobiles to research before they shop ITPro.co.uk, 2010

20 Million mobile internet users in the UK in 2010 Mobile Squared, Oct 2010

38% penetration of 3G in the UK (from 28% in 2009) Morgan Stanley, Nov 2010

27% of UK mobile subscribers have a smart phone UK Ofcom, Aug 2010

2007:

£40/month for

iPhone 2G

2010:

£20/month for

iPhone 3Gs Tesco, O2

£500m Value of m-commerce in the UK in 2010 IAB/PWC mobile Adspend study Apr 2010

2 Seconds frequency of sales via a mobile device on ebay

$1 Billion Amazon’s revenue from M-commerce

An Extension of Personal Results

Social + Search

Can also just search in social

Search plus Your World

New ad formats

New models

Keywordless SEM

Cost Per Click Cost Per Action

SUMMARY

QUERY FULFIL MY BUSINESS GOALS?

DOES THIS MESSAGE

QUERY?

Digital pack

What do you need to know

How digital builds business value

What's the bottom line

What the age of the customer means for

multi-channel CRM strategy

How Social and Digital are disrupting tried

and trusted business models across every

industry

How CRM can enable you to win in this

context

CRM case studies – good & bad

Designing multi-channel CRM Strategy

Exercise to apply these principles to your

business

CRM

31st January 2013

Led by Tom Burrell Global CRM Director, LBi

Leads LBi EMEA multi-channel CRM, Social CRM and mobile CRM strategy offering

@tomburrell

Stay in contact with us

www.lbi.com/mena

: www.facebook.com/LBiMENA

: @lbimena

: +971 444 62404

Firas Wahida

Firas.Wahida@lbi.com

: @FirasWahida

: +971 55 8977 872

Roy Badawi

Roy.Badawi@lbi.com

: @roy.badawi

: +971 55 3688 069