Upload
bbr59a
View
1.521
Download
0
Embed Size (px)
DESCRIPTION
Slideshow from my presentation at the University of Missouri.
Citation preview
Search Marketing
April 29, 2010
Background• Mizzou graduate – Class of 2004• Dual Major in Advertising and Statistics• First job in 2004 out of school was for ShowMeTickets.com• Marketing team began work on VA Mortgage Center.com
• 5 employees• Some web exposure• Generating roughly 20 online leads per week
• Drive traffic to the Website• How to Convert Visitors on your Website
Enter Search Marketing & Lead Generation
Fast Forward 5 Years …• Number 1 provider of VA Loans Nationwide• 300+ employees in 7 states• Annual revenue over $30MM
What we will Lean Today
• Building a Search Marketing Campaign– Keyword Research– Google - Organic vs Paid Search– Paid Search Optimization– Organic Search Optimization– Lead Generation– Conversion Rate Optimization
Keyword Research
• It all starts here …• Identify relevant keywords• Quickly see demand and volume• Very first step in site planning• To an online marketer, this might be the first step in planning a new business
https://adwords.google.com/select/KeywordToolExternal
To a search marketer, every single phrase in an opportunity to acquire traffic and make money, from ‘textbooks’, to ‘tickets’ to ‘mortgage’
Google’s Anatomy
• Set up an account with Google• Write ads and bid on keywords• Set max bid• Pay when someone clicks on your ad
Paid Ads
Pros & Cons• Can be a way to quickly test interest• Affordable• Long term can get expensive
Advertisement Optimization
Track, Tweak, Refine, Optimize• Click Thru Rate (CTR)• Cost Per Click (CPC)• Conversion Rate • Cost Per Acquisition (CPA)• Keywords and negative keywords
Annualized, Ad 1 will yield 576 more leads and cost $9,000 less!
Ad 1
Ad 2
Google’s Anatomy
• Free-ish• Determined by Algorithm
• age of website• on the page factors • back links
Organic, Algorithmic Results
• Not Really Free• Takes a long time to obtain• Hard to obtain• Often competing against established sites
Pros & Cons
On Page Optimization – Source Code
1. Actual words on the page2. Site architecture3. Page <title>4. Meta tags5. Spiders ignore images & Flash
Spiders index content
If it is not in the source code when you “View Source” a search engine can’t see it.
Off Page Optimization - Links
1. Textbooks.com – 1094 links2. Half.com – 659 links3. BN.com – 140 links4. Abes – 660 links (poor quality)
Yahoo Site Explorerhttp://siteexplorer.search.yahoo.com/
Ranking for “textbooks”
Link text helps determine relevancy“Find Chuck Norris”
To determine the importance of a page, we first need to know the importance of all the pages linking to it
Beyond Search …
Build a Community Blog Social Networks Email Marketing Viral Marketing
Lead Generation
• Online Customer Acquisition
• Identified as one of the biggest growth areas in online marketing.
“Sign Ups” for Newsletters, Emails, More information. A request to be contacted
Lead Generation
Lead Generation – Lead Quality
• Can be referred to as Lead Score• Determines Likelihood of Conversion
• “Home Loan” is much more likely to result in a profitable sale.
Phrase - “Home Loan”Ave Credit: GoodAve Home Value: $300,000When: Within a Month
Phrase - “Loan”Ave Credit: FairAve Home Value: $120,000When: Over 6 Months
Conversion Optimization• What to do with visitors to your site.• Improving your website conversion can exponentially increase your
profits, with almost no added expenses. • Give your visitors a path to find the information they need.• Guide visitors into taking the desired action on your site.
Conversion Rate Optimization
• Converting at 5%
• 500 Visitors per month
• 25 Leads a Month
• A lead is worth $10
• Revenue = $250
• Profit = $100
• Converting at 10%
• 500 Visitors per month
• 50 Leads a Month
• A lead is worth $10
• Revenue = $500
• Profit = $350You’ve doubled your revenue with no additional expenses!
Two Websites
Conversion OptimizationOur website in 2005
Conversion OptimizationOur website in 2007
Conversion OptimizationOur website in 2010
What You’ve Learned Today
• Building an Online Campaign– Keyword Research– Google’s Anatomy - Organic vs Paid– Paid Search Optimization– Organic Search Optimization– Lead Generation– Conversion Rate Optimization
Open Discussion