Oms09 Improving Search Mktg Recession, David Stoller

Improving Search Marketing ROI During a Recession: Top 10 Insider Tips

Online Marketing Summit – San FranciscoJune 25, 2009

David StollerDirector, Strategic [email protected]

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© 2009, Business.com, Inc.

• Four ways to improve your search marketing ROI…1. Lower costs (but keep quality)

2. Raise conversion rate

3. Increase visitor spend

4. Measure more value

• Top 10 insider tips for improving ROI– Beyond landing page design

and the usual advice you can find online…

We’re in a Recession – So Now What?


• Marketers used to “suggestions” about how to optimize programs…

• Always look before you leap– Clarify issue, timing and priorities– Evaluate existing program goals and

performance– Separate what you know from what

you don’t know– Brainstorm options– Focus on improvements over cuts– Clearly articulate your strategy & plan

to management

Tip #1: Look Before You Leap

94%Percent of engagement touch points ignored by last-click standard

-Atlas Institute


• One prioritized project at a time…

• Systematic focus is even more important these days– Performance

• Under stress, attention narrows and strategy often suffers

– Predictability• Do you really know the impact of what

you’re about to do?

– Job/career• Better to demonstrate decisive,

strategic action on 1-2 projects than hack away at 10 different things

Tip #2: Don’t Try to Boil the Ocean


• Marketing and Sales are in this together– Both must align with business priorities– Misalignment, particularly during challenging

times, can undermine search marketing ROI

• Benefits of better alignment with Sales:– Confirm target audience and priorities– Share key goals and metrics– Address problems before they arise– Discuss programs to eliminate/change/add– Generate new insights that will help you

focus your search marketing programs and deliver better ROI

• Example – efforts to align Sales & Marketing at Business.com

Tip #3: Improve Marketing & Sales Alignment


• How do you measure search marketing ROI today?

• Are you measuring the value of all search marketing visitors?

– Changing times require changing metrics– Buyers may be actively researching but slow to

purchase due to budget issues– Value in keeping your product/service in the

consideration set during a longer sales cycle– Also value in post-conversion offers

• Places where value tends to hide…– Untracked purchase revenue– Referrals or pass-along offers– Return visits– Post-conversion events

Tip #4: Find Where You’re Not Capturing Value

39%Percent by which MarketingSherpa raised conversion rates by adding offers to their order “Thank You” page


• Who knows what “Exact Match” is?

Tip #5: Start from a Focused, Stable Base


• Better search marketing ROI depends on more than just getting basics right– Keyword research, ad copy, landing page best practices, etc. are necessary but

not sufficient

• Improving ROI in turbulent times also requires the following:

Mid-Presentation Recap

Requirement Tip

Realistic view of where you are today, where you need to be, and a well-considered plan to get there

#1: Look before you leap

Focus (not flailing) #2: Don’t try to boil the ocean

Confirming – and reconfirming – the right goals on which to focus

#3: Improve Marketing & Sales alignment

Measuring all the business value of your search marketing programs

#4: Find where you’re not capturing value

Cutting out unstable traffic and cost drivers you can’t fully control

#5: Start from a focused, stable base


Everybody with me?

Questions?


• What would you do if you had to cut your search marketing budget 50%?– Reduce spend on generic terms?– Focus SEO on “head” pages?

• You must cover all buying stages even when times are tough. If you have to cut back, retain certain programs at each stage:– Early stage – SEO & relevant

community participation– Mid-stage – directories– Late-stage – branded keywords

• Valuing more visitor actions will help you get there…

Tip #6: Pick Apart the Buying Process

Need

Awareness

Consideration

Purchase


• Buying involves risk• People mitigate risk through:

– Personal experience / approved vendor list

– Word of mouth• Co-workers and peers• Existing vendors

– Vendor credibility & position– Online research– Price

Tip #7: Reduce Buyer Risk & Barriers to Conversion

Moderate to High Risk

Highest Risk

Low Risk

Moderate to High Risk

Risk

EntryDominant

Low Consideration

High Consideration

Source: Enquiro Research, “Mapping the BuyerSphere”

Reduce buyer risk to improve conversion rates:• Understand risk from the buyers’ perspective• Commit to a strong search marketing presence• Use search marketing to drive WOM /social proof

• Office Depot boosted paid search revenue ~200% by incorporating customer reviews into ad text

• Help improve SEO for top 3rd party reviews or endorsements of your products/services


• Find ways to increase conversion counts and value– Clarify target audience & purchase type

• Blank slate, repeat modified or repeat

– Identify attractive incentives• Talk with Sales and prospects directly

– Embed incentives in PPC and SEO• Update PPC ad text, page meta descriptions

– Simplify landing pages even more • Clear call to action• Compelling trial, discount or other incentive• Eliminate sensitive form fields• Reduce commitment – “Cancel & owe nothing”

or “Free returns”

Tip #8: Roll Out the Purchase Incentives



• Search marketing ROI is impacted by other marketing programs– Display, social media, PR, events, etc. – cuts hurt search “last click”

• Two aspects to getting social:– Develop integrated plans with peers in other marketing depts.

• Your conversion rate depends on their effectiveness

– Support your company’s social media efforts• Online conversations fuel conversions by decreasing risk

Tip #9: Get Social


• Two basic buying roles:– Doers – have to get something done– Approvers – attempt to enforce a rational

buying process

• Recession stress tends to put focus on constructing an even more rational, evidence-based argument

– View Approvers as main conversion barrier

• Instead, work the emotional side– Doers are feeling the pain– Doers have the power to overcome the

rational process (do it all the time)– Understand top Doer pain points– Emphasize challenge & your simple

solution in keywords, ad copy & landing pages

Tip #10: Target the “Doer”



1. Look before you leap

2. Don’t try to boil the ocean

3. Improve Marketing & Sales alignment

4. Find where you’re not capturing value

5. Start from a focused, stable base

6. Pick apart the buying process

7. Reduce buyer risk & conversion barriers

8. Roll out the purchase incentives

9. Get social

10. Target the “doer”

10 Tips for Improving Search Marketing ROI

For more info:

David StollerDirector, Strategic Sales

[email protected]



Education

Oms09 Improving Search Mktg Recession, David Stoller