January 23, 2013

Search Engine Marketing

Today’s Presenters

2

Connie Ross Associate Director Search Marketing,

Empower MediaMarketing

Tim Metzner Digital Marketing Consultant

Former VP Marketing, SparkPeople Startup Weekend Organizer

Our Experience: Startups – Regional Co.'s – Global Brands

Empower Media Marketing Vitals

» Full Service Media Agency

» Founded in 1985

» P&G Roots

» 140 Employees

» Independently owned

» Women Owned and Certified

» Nationally Recognized Excellence

Agenda

» What is Search Engine Marketing?

» Overview of the Categories

• Paid Search

• Local Search

• Organic Search

• Mobile Search

5

What is Search Engine Marketing?

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Search Is a Core Behavior

Now

4 billion searches per day…

and growing

Search Engine Marketing Outlook

» Paid Search Spending is expected to top $18 billion by 2013

» Mobile Ad Spending is expected to see the largest growth for digital in the next 2 years followed by Video & Social

Digital Media 2011 (billions) 2012 (billions) 2013 (billions) % change

2011 - 2013

Paid Search $14.38 $17.03 $18.85 31%

Online Display $7.61 $8.94 $9.93 30%

Social Media $1.00 $1.23 $1.66 66%

Mobile $1.23 $1.80 $2.52 105%

Video $2.16 $3.09 $4.20 94%

Source: eMarketer - The Global Media Intelligence Report: North America, October 2011

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Search Engine Marketing

» For Searchers…

• It’s about Better Research

• It’s about Convenience

» For Advertisers…

• It’s about Being Found

• It’s about Being Relevant

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SEM Terminology

Search Engine Marketing

(SEM)

Paid Search (PPC)

Search Engine Optimization

(SEO)

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Paid Media Paid Owned & Earned

Search Engine Marketing Categories

• Keyword buys on all engines, mainly Google & Yahoo/Bing Paid Search (PPC)

• Appearing when a consumer searches for localized information (i.e. Family Entertainment in Branson, MO) Local Search

• Process of improving the visibility of a website in search engines via the "natural" or organic search results Organic Search (SEO)

• Keyword buys on all engines, appearing specifically on mobile devices Mobile Search

• Focuses on Industry specific content (i.e. Banking, Shopping, Travel, etc.) Vertical Search

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Anatomy of a Search Engine Results Page

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

Search Engine Market Share

» Google remains the leader in the search space

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67%

15%

14%

3% 2%

Percent of U.S. Search Queries

Google

Yahoo!

Bing

Ask

Aol

Source: comScore Marketer, July 2012

Search Alliance – 29%

Paid Search (PPC)

What is Paid Search?

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

Relevancy is King

» Ads are ranked based on many factors

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Amount You’re

Willing to Pay

Text Ad Keyword

Account History/CTR

Landing Page

Ranking on Search

Results Page

Relevancy/Quality Score Maximum CPC Bid

Competitor Max CPC Bid Ad Quality Ad Rank Position

A $4 1 4 4

B $3 3 9 2

C $2 6 12 1

D $1 8 8 3

Paid Search Ad Rank

» Max CPC bid × Quality Score = Ad Rank

x

x

x

x

=

=

=

=

Adjusting Match Types

Broad

•Any query containing the terms in any order and along with other terms

•Earns a LOT of impressions and may be less relevant

+Broad Modified

•Any query containing the term or close variation following the “+” symbol

•Limits the amount of impressions typically generated

“Phrase”

•Query must contain the words in the order you have them

•Somewhat limits impressions and can increase CTR%

[Exact]

•Ad only appears if the query is exactly what is contained in the brackets

•Least amount of impressions

-Negative

•Query can not contain the term or phrase

•Ads will not display

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Instant Oil Changes

Instant Oil

Instant Changes

+Instant +Oil +Changes

Instant and Speedy Oil Changes

“Instant Oil Changes”

Inexpensive instant oil changes

[Instant Oil Change]

Instant Oil change

-Cheap

Cheap Oil Changes

Anatomy of a Text Ad

Text Ad Elements & Character Limits Headline – 25 Characters Description Line 1 – 35 Characters Description Line 2 – 35 Characters Display URL – 35 Characters

DO’s •Provide a strong call-to-action •Make a compelling offer •Ensure it’s relevant to the ad group •Write in proper text format •Look at competitors for inspiration

DON’Ts •No superlatives (best, cheapest) unless verified within 2 clicks of landing page •No words in all CAPS •No more than one “!” in description •Display URL must match Destination URL

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Anatomy of a Text Ad

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Location Extensions Sitelinks

Campaign Optimizations

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CTR%

• High CTR means the terms are relevant & have strong quality score. Good scores are awarded lower CPC’s

• Low CTR terms need adjusted match types or to be paused

CPC$

• High CPC’s spend budget quickly, so finding optimal selection of low cost terms is the ultimate goal

• Noting high CPC terms, increase match type or pause

Avg. Pos

• High position (3+) may have poor metrics: sort by highest positions and consider increasing match type or pausing

• Increase Max CPC bid for a term to influence positioning

Local Search

What is Local Search?

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

What is Local Search

Local Listings Management

» 97% of Consumers search for local businesses online can be there when their customers need them

» Manage the top 100 local listing sites including Google+ for businesses, Bing Local, Yelp, etc.

March 2012 BIA/Kelsey's User View Wave VII Report

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SEO

What is Search Engine Optimization?

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Query

Paid Ad

Local Listings

Organic Results

Paid Ad

Local Listings

How Do Search Engines Create Rankings?

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Three Optimization Areas for SEO

1. Content Optimization • New Content

• Updated Content

2. HTML Code Optimization • Title tags

• Meta tags

• Header tags

• Image ALT tags

3. Inbound Marketing • Influencing other channels

• Increasing links back to site

*IMPORTANT NOTE: All aspects of SEO are informed by Keyword Research.

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Mobile

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What is Mobile Search?

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Paid Ads

Organic Results

Paid Ads

Local Listings

Mobile Search Facts

» Google controls 93% of the mobile paid search market

» 70% of desktop searches lead to an action within 1 month. 70%

of mobile searches lead to an action within 1 hour.

» Worldwide mobile advertising will reach $11.4 billion in 2013.

Sources: Internet Retailer & SocialMediaToday.com

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Q&A…

Thank you for attending!

• If you have follow-up questions or want more

information, please contact us:

Tim Metzner: http://linkedin.com/in/timmetzner

Connie Ross: http: http://linkedin.com/pub/connie-ross/3/48a/448

Important Terms

» Search Engine: A program or tool that helps users locate information or documents using keywords.

» Search Engine Marketing (SEM): Paid advertising on a search engine.

» Search Engine Optimization (SEO): Organic listings on a search engine.

» Keyword: Specific word(s) provided as an index to identify specific records or documents, usually to facility search engines on the web.

» Visit Duration: Length of time a visitor is exposed to a an advertisement during an online session.

» Tracking Pixel (Beacon): A measure whether the ad, page or email was successfully viewed and other tracking purposes.

» Click-Stream: The navigational path or sequence of activity a user initiates while online.

» Cookie: A file transmitted to a user’s browser to uniquely identify the user’s browser.

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Strategic Partnerships

Certified Agency Search Engines Local Listings Database Web Analytics Vendors

Uncover Consumer Insights through Search Behavior

Key Resources Inform Search Plans

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Industry-Leading Tools

Campaign Automation

Industry Trends

Search Intelligence

Keyword Research SEO

Analysis