Eye For Pharma Conference Final

Search Marketing Workshop

October 21, 2008

Agenda

• Search Overview

• Organic Search

• Break

• Paid Search

• Planning for Search

Search Defined

SEM - Search Engine Marketing

• The practice of using all forms of search as a marketing channel

• This includes Paid Search, Organic, Video Search, PR, Social, etc.

SEO - Search Engine Optimization

• Optimizing your site to be crawled and ranked by search engine spiders

• Requires both marketing and technology

Paid Search

• Paying for clicks based on a users’ questions

• Requires both marketing and technology

What is your Homepage?

5

What is your Homepage?

6

Search Changed

7

Search Changed

8

And Fragmented

9

And People Looked to Others

10

And So You Have To Transform

11

ORGANIC SEARCH

SEO Myths & Facts

Myth• I’m going to have to redesign my

whole site

• I have a great brand so people will always find me

• I’m doing Paid Search covered

• I can’t be creative

• It takes too long to see results

Fact• Aspects of your site may change,

but not the entire look and feel

• This is not true for many “tail brand” searches

• Organic gets 65% of search clicks

• Creativity can be incorporated

• Your site is long term

13

What Do Spiders Look For?

• Keywords and Content• What is the subject matter expertise of your site?

• What Keywords and content are you using?

• Site Design and Architecture• Is the page design search engine friendly?

• Are there coding elements that impeded a search engine spider from crawling your site?

• Link Popularity• What quality sites link to your site?

• What keywords are they using when they link to you?

• Social Media and Universal Assets• What other assets are optimized?

• Are you optimized for videos, news, blogs, etc.

15

• Order of words, synonyms, etc. make a difference in targeting • Balance search volume and competition• Does your site have content related to selected keywords?

Selecting Keywords

16

Search Volume Competing Pages in Google11,640 13,000,000

7,290 5,970,000

3,630 91,200,000 20,070 18,500,000

7,350 19,000,000 16,620 38,000,000

9,600 300,000 48,000 729,000

KeywordMigraineMigraines

SkincareSkin Care

InfluenzaFlu

Diabetes RecipesDiabetic Recipes

SEO Content Writing• Assign 2 – 3 keywords to a page

• Use important keywords in the copy at the beginning, middle, and at the end to ensure the page is focused on a single theme

• Use links within the content, if necessary, to related pages. This will allow the engines to determine relevancy of the target page

• Are there any content gaps worth pursuing?

18

Content Sources

• Do not limit to the content on your site

19

SITE DESIGN & ARCHITECTURE

SEO Best Practices vs. Marketing

Best Practices

• HTML website• Use of CSS• Text over images• Unique tags for each page

Marketing• Technical Analysis

• Domain & Sub-domain strategy

• Competitive Site Analysis• Evaluate optimization of competitor site

• Keyword & Content Optimization• How should the terms be integrated into the

pages and content?

• Link Analysis & Development• Inbound link strategy and development

• Social Media • Blogs, Wikis, PR

• Continued SEO Recommendations• Business analysis of traffic and site data• Recommendations to further optimize

campaign

Site Coding & Architecture

• Most common challenges• Pages only accessible from forms or drop-down boxes

• www.website.com vs. site.com

• Heavy use of images • Sub Directories vs. Sub Domains• URL Formatting

• Site redirects

• Flash / rich media

• Duplicate content

• Poor Link Popularity

Page Layout

23

Page Title

Page Header

Content

Title and Description

tag

Paragraph Header

Page Tags

• Title Tags • Headline of your pages

• Unique titles for each page and use targeted keyword terms

• Link in results page

• Description Tags• Description of your page

• Unique summary of page

• Body copy in results page

Site Design – What You See

Site Design – What a Spider Sees

(Re)Design Considerations

• SEO Intersects at multiple points in web development and marketing

LINK POPULARITY

• High quality sites linking to your site has a positive impact on your ranking

• External links allow an alternate path for spiders

• It is important to use a target keyword in the hyperlink

Link Popularity

Site B

Site C

“Symptoms of Diabetes”

Site A

High Ranking Diabetes Sites



Evaluating Link Partners

• How is link value determined?• Relevancy of content compared to yours

• Domain extension (.gov, edu, etc.)

• Link popularity of that page

• Domain age

• Where can you find easy links?• Professional associations

• Educational partnerships

• Community involvement and sponsorships

• Other company sites

SOCIAL MEDIA AND UNIVERSAL ASSETS

How Social Media and Search Collide

• Social sites appear in search engines

• Increase share of page

• Provide spiders with more access points

• Improve link popularity

• Drive organic search traffic

• Control the experience

Social Search Optimization

SSO is the process of leveraging Social Influence Marketing to gain more search results. SSO requires you to optimize all of your assets – which include assets on your brand website as well as offsite assets.

Social media profiles Blog Videos and images Images Press releases or news feeds

Sample Ideas

• Media Sharing• Social Networks• Blogs

BREAK

PAID SEARCH

Level Setting

All get the same results

Factors That Effect Search Position

• Engines use a secret quality score to determine rankings

• Bid price

• Click through rate

• Ad copy

• Landing page quality

• Relevance to query

5 Levers of Paid Search

Landing Pages

• Drive traffic to the most relevant pages

•Test multiple landing pages

Copy Optimization

• Use industry best practices

•Test qualifying offers within copy to filter out non-converting clicks

• Use promotional language when applicable

• Ensure that keyword is mentioned in copy

Keyword Expansion

• Targeted to what people search for and not marketing language

•Fully-expanded keywords are essential

•Variations of brand names and misspellings

Bid Management

• Test different bid positions for best conversion rates

• Identify bid strategy

• Overlay geographical and Hispanic targeting

Sub- Campaign Development

• Budget management

• Potential growth opportunity identification

• Isolation measurement

•Keyword group strategy

• Paid Search allows for targeting and testing numerous keywords

rheumatiod arthritisrheumatoidrheumatism

5 Levers of Paid Search

Rheumatoid Arthritis

320,000 Searches

390,000 Searches

Keyword Expansion

• Don’t limit your target list – Test and Refine

information side effects effective support drugs treatment symptoms Misc Options statistics Prevent Causesinformation on side effects of how effective is support for drugs for treatment for symptoms of exercise options of stats about prevent cause ofinfo on side affects of effectiveness of support of medicine for treatment of symptoms for food options for stats for how to prevent causes ofinformation of side effects for effective supporting drug for treatment and symptoms and recipe choices of stats on ways to prevent cause forinfo of side affects for management medication for signs of recipes choices for statistics about way to prevent causes forinformation about side effects and management of signs for diet types of statistics for how not toinfo about side affects and manage test for diets type of statistics on not getabout managing tests for menu forms of stats of not to getarticles test menus form of statistics ofarticle tests meal planner method offact diagnosis meal planners methods offacts diagnosestudy detectstudies causes offaq about cause of

Prefix

Information onInfo on

Information ofInfo of

Information aboutInfo about

AboutArticlesArticleFact

FactsStudy

StudiesFaq about

Rheumatoid arthritisRheumatiod arthritis

RheumatismRheumatoidRheumatiod

Reumatoid arthritisReumatiod arthritis

Ra

Broad / Phrase / Exact Match

• Broad: If your terms appear anywhere in the query

• Phrase: If your terms appear in order in the query

• Exact: If ONLY your terms appear in the query

“rheumatoid arthritis” “rheumatoid arthritis info” “rheumatoid and arthritis”



Keyword Expansion

• Include misspellings, variations and phrases

• It doesn’t cost money to include a term, only when it is clicked on

• Test running terms on each match type to analyze performance and traffic

• Search is scalable and nimble – you can turn search on a dime

Sub-Campaign Development

• An organized campaign allows for:• Budget management

• Potential growth opportunity identification

• Campaign change isolation and impact measurement

• Turnkey management

Campaign

AdGroup

Keyword

Theme at which budget allocations can be made

Level at which similar themed keywords are grouped and copy applied

Represents the search query

Budget Management

• All keywords are pulled from the same budget

• Budget is slowed down regardless of the type of keyword

• Branded terms would be compromised by higher volume terms

BRAND

Campaign

Total Budget: $2,000/day

BrandedRA

PSAJRAAS

DocLocatorSpanish

Caregiver

Total POTENTIAL Budget: $3,550/day

• Allow for prioritization

Budget Management

BRAND

Campaign


Branded

AS

RA

PSA

JRA

DocLocator

Spanish

Caregiver

$100/day

$100/day

$150/day$500/day

$1,000/day

$25/day

$200/day

$25/day

• Change and campaign isolation

Growth Identification

BRAND

Campaign


Branded

AS

RA

PSA

JRA

DocLocator

Spanish

Caregiver

$100/day

$100/day

$150/day$500/day

$1,000/day

$25/day

$200/day

$25/day

Campaigns that hit daily caps mean there is more opportunity available

Sub-Campaign Development

• Organize your campaign based on priorities

• Define proper budget allocations to maximize overall performance

• Identify potential growth opportunities to better understand searcher behaviors

Copy Optimization

• Create relevancy by adjusting the headline and copy to speak to searcher

• Copy too general for all terms; user would respond more favorably to more relevant copy

rheumatoid arthritis

ra symptoms

Brand

Copy Optimization

• Create relevancy by developing copy that speaks to each group of terms

rheumatoid arthritis

ra symptoms

BRAND

Copy Optimization

• Use “Official Site” on brand terms where applicable

• Be cautious with marketing speak

• Keep the copy in line with keywords while still creating relevancy with the user

• Avoid “click here“ callouts

• Test multiple pieces of copy

Copy Optimization

• Use “Official Site” on brand terms where applicable

• Be cautious with marketing speak

• Keep the copy in line with keywords while still creating relevancy with the user

• Avoid “click here“ callouts

• Test multiple pieces of copy

Landing Pages

Landing Pages

Fulfill promise made to the user within the landing

page

Strong product callouts

Easy navigation for users to get around the site

Landing Page Testing

• Testing landing pages can be done quickly and allow you to understand what page elements are needed

Landing Pages

• Manage consumers’ expectations before they are sent to landing page to increases user interaction

• Send users to the most relevant landing page to avoid confusion and back-clicks which result in wasting money

• Don’t just dump on the homepage for them to navigate

• Investigate testing various landing pages to compare user behaviors

Bid Management

• Search is a moving target

• Performance based bid-models have decreased the importance of constant bid management and increased the importance of relevancy

• Copy, keywords, & landing pages play a much larger role

• A user cannot be forced to click regardless of the bid cost

Bid Management

• Based on the model below, Client is able to maintain a #1 position because of it’s high performance on Click Through Rate and History

• When a position is lost, don’t simply adjust the bid price, but instead look at several factors to determine

Advertiser Max CPC CTR Quality Score

Rank

A $3.00 3% 9 1

B $4.00 1% 4 4

C $0.50 9% 4.5 3

D $1.50 5% 7.5 2

PLANNING FOR SEARCH

What’s next?

Bid Management

Keyword Development

Copy Testing

Landing Pages

Quality Score Management

Cross-Media Attribution Modeling

Branding implications of search

Search Marketing

International search marketing

Paid + Natural Integration

Search-focused content strategies and asset management

Feed management and content distribution

Search and impact on offline sales

Search and media mix planning

Holistic Search Marketing

Site Content

Coding

Link building

Mobile search

Social search

How Search & Display Differ

• The creative elicits an emotion and is typically identical across sites and/or personas

• This ad is placed in relevant content, but may not be relevant

• Consumer is required to leave page of content that interested them

• Can’t always target mothers who need sleep help

62

How Search & Display Differ

• Actively seeking the answer to a specific question

• “Creative” answers a question and is unique to specific keyword categories

• Ability to target a specific message that meets the needs of that individual

63

Keyword: Baby Sleep

Baby SleepTips On Helping Your Baby SleepFrom Johnsons ® Bedtime Bath ®

www.johnsonsbaby.com/sleep

Keyword: Baby Bedtime Routine

Baby Nighttime RoutineJohnsons ® Bedtime Bath ®For Babies Nighttime Routinewww.johnsonsbaby.com/sleep

Evaluating Search Spend Based on Competition

• Search is your commercial, but tailored to an individuals specific question

• Every search query is a consumer asking a question

• You need to respond to these questions – regardless of your competition• Your competitors are irrelevant

• Query volume is relevant

• Unlike traditional media, pricing is blind so you are unable to determine how much a competitor is spending

Evaluating Search Spend Based on Competition

• Keyword “Facial Cleanser”• Keyword receives 20,000 searches per month at CPC range of $1.70 - $2.38• Coverage is the % of time an advertiser appears against a specific phrase

• Neutrogena competitors are Olay, Clinique, Dove, and Ponds• None of which are bidding on this term• Using “traditional” model, J&J may not fund this properly and miss the

opportunity of 2.4 million annual searches for one word

Source: AdGooRoo

Success Metrics

• Driving Traffic• Most cost efficient way to drive users to a site

• Weight key pages heavier

• Promote brand/product launch• Users often search after seeing offline ads/news stories

• Drive leads/ coupon / downloads Based on campaign goals we can optimize towards higher performing terms

66

Success Metrics

• Success is what works for you, not what works for other advertisers

• Establishing a metric helps you make decisions

67

Category Avg. CPC Searches CTR Clicks % of clicks % # % # CPSCough $0.69 75,000 8.0% 6,000 64% 12% 720 15% 108 38.33$ Cold $1.00 60,000 4.0% 2,400 26% 29% 600 15% 90 26.67$ Sneezing $1.00 12,555 3.8% 477 5% 69% 325 40% 130 3.67$ Ache $1.50 50,150 1.0% 502 5% 65% 326 22% 72 10.45$

Interacted w/ landing page Purchased

“Do I really need my stomach stapled?”

Why Search is Critical

“I hate migraines”

“I need a good sugar free recipe”

“I hate when my skin breaks out”“What is the right dose?”

Thank You

• [email protected]

• Search Marketing Trends (http://www.searchmarketingtrends.com)

• Twitter.com/searchtrends