@dragoninnovate /dragoninnovation

HOW SEM IMPACTS MARKETING CHANNELS

Young Women In DigitalOctober 27, 2014

STEPHANIE JOSSEY@STEPHJOSSEY

MARKETING MANAGER, DRAGON INNOVATION

www.dragoninnovation.com

What is Search Engine Marketing (SEM)?

Marketing that involves the promotion of websites by

increasing their visibility in search engine results pages

(SERPs) through optimization and

advertising.*

*Wikipedia

Paid SearchPaid

SearchSEO

We’re going to focus on Paid

Search

Why is SEM Important?

If your customers can’t find you, they won’t

use you.

Even worse, they’ll find your competition.

HAPPY SEARCH MARRIAGE

SEO + PAID SEARCH

Happy Search Marriage

SEO + Paid Search =

More Traffic & Branding

Happy Search Marriage

Happy Search Marriage

More Placements on SERP = More Traffic

MOBILE DOMINATION

PAID SEARCH ON MOBILE

Mobile Domination

Mobile Domination

50%+ Screen Real Estate

* http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

Mobile Domination

SEO: Position 5

SEO: Position 6PPC: Position 2

Matt Ackley,Chief Marketing Officer at Marin Software

“We’re at the cusp of mobile becoming the dominant channel in search

marketing”

If you’re trying to drive traffic or get visibility from Mobile, consider

launching paid search campaigns

Mobile Domination

TWO FOR THE PRICE OF ONE

INTEGRATE PAID SEARCH AND

CONTENT STRATEGY

Two for the Price of One

Awareness

Consideration

Intent

Purchase

Traditional Marketing Funnel

Awareness

Consideration

Intent

Purchase

Content Marketing moves

you from Awareness to

Consideration by providing thought

leadership

Two for the Price of One

Awareness & Consideration

Intent

Purchase

Paid Search can increase reach of

content marketing by combining Awareness & Consideration

Paid Search audience is already

at a moment of consideration

based off from their action to

search

Two for the Price of One

Two for the Price of One

Imagine taking your blog , video, pinterest board, instagram, etc… and getting the extra visibility at the top

of the SERP

Resources

• http://adwords.blogspot.com/

• http://searchengineland.com/

• http://searchenginewatch.com/

• http://sethgodin.typepad.com/

• http://support.google.com/partners/

• http://www.thinkwithgoogle.com/

FIND ON SLIDESHARE:

bit.ly/ywdboston-sem-2014

HAVE QUESTIONS?

TWEET ME!

@STEPHJOSSEY

SUPPLEMENTAL INFORMATION

* http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

Search TrafficOn average search is responsible for over 50%

of your traffic*

Happy Search Marriage

http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

RECOMMENDATION: KEYWORD MAPPING

1. Figure out your most important 10 keywords2. Pull SEO & Paid Search competitive information3. Create a comprehensive SEO & paid search plan

Happy Search Marriage

EXAMPLE

Have a keyword that’s too expensive to bid on?

Create a specific landing page and SEO optimize the hell out of it.

Happy Search Marriage

EXAMPLE

Have an important keyword with a muddled SERP?

Overbid on it within paid search to get the coverage.

Happy Search Marriage

Mobile Paid Search is driving 50% of all paid search clicks for Google

http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

Mobile Domination

Click-Thru Rates on Mobile Paid Search can be upwards of 200%

higher than desktop/tablet

http://searchenginewatch.com/article/2261949/AdWords-Mobile-PPC-Performance-How-it-Stacks-Up-Against-Desktop

Mobile Domination

Mobile Paid Search is driving 50% of all paid search clicks for Google

http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

Mobile Domination

Cost per clicks are 30% lower than desktop/tablet, but are rising YoY

http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

Mobile Domination

EXAMPLE

Have a fan-favorite blog post?

Two for the Price of One

Pick out main keywords from the blog and launch paid search ads to drive traffic to the blog post

(similar to a white paper approach)

EXAMPLE

Launching a whitepaper?

Two for the Price of One

Coordinate with your SEM representative to test the titles of the whitepaper as headlines in paid

search ads to ascertain projected CTR.