Advanced Search Marketing_Click Asia Summit 2011

© 2010 Levelwing. All rights reserved | www.levelwing.com

Presented by

Jeff Adelson-Yan, Co-Founder & Managing Partner

Advanced Search Engine Marketing

© 2010 Levelwing. All rights reserved | www.levelwing.com2

“Data is the most consumed product and it affects all others.”

-J. Walker Smith

3 exabytes (3.0x10ˆ19)

= all info created through 2003

3 exabytes created every 48 hours


In 1993 __________ pages existed on the worldwide web.1

1United Nations Data, 19942Google, January 13, 2011

Today, ____________ pages are being indexed on Google alone for the term “search marketing”.2

50

387,000,000


There are 76.1 billion searches conducted each month.1

1Google, 2010

To whom did we pose questions BG?


The need for search engines

• Search engines try to deliver happiness

• They want to process sites and rank sites using factors that they think human searchers would use

• They are robots trying to mimic real humans

© 2010 Levelwing. All rights reserved | www.levelwing.com 6

Paid Placement Search• Customer Focused

• Only form of advertising that fulfills demand as opposed to creating it

• Provides information as the customer is seeking it

• Campaign Structure• Increase campaign relevancy with

tightly focused keywords and text ads

• The Long-Tail• 25% of daily searches have never been

seen before by the search engines1

• Build out the long-tail to target searchers in different phases of the purchase funnel

• Testing and Refinement• Continuous optimization and testing of

new keywords and text ad creative1Source: Avinash Kaushik, 2009


Complimentary Strategies


Complimentary StrategiesPaid Placement (SEM) and Organic Search Optimization

• Combine their strengths to develop a strong marketing campaign

• Utilizing both strategies increases density of listings on search results pages

• As optimization improves organic search ranking, the cost per click on branded keywords can be reduced on Paid Placement campaigns

• Organic Search Optimization is a long-term strategy, whereas Paid Placement campaigns will produce more immediate, measureable results

• Though Organic Search Optimization can drive qualified traffic through the major search engines’ main pages, Paid Placement has great reach when you take into account the extended search and content networks


Get ready for web guests

You need to get your house in order before you have people over.


Understand the Power of our Keywords

What humans see…

what engines see


Understand the Power of our Keywords

choosing the right keywords

=RELEVANCY


Call Things What They Are

Which language is your target audience more likely to use?

“Honey, I’m going to Meineke for some Steering and Suspension Services.”

OR

“Honey, I’m going to Meineke to get my alignment checked.”


Consider the Location of Keywords

79% of users

scan a webpage

Source: Jakob Niellsen, 2010


Consider the Location of Keywords• Build for those who only scan content

• The manner in which you arrange your content and keywords is critical to helping people find it faster because they’re scanning

• Give users structured information to look at through: headlines, sub-headings, clear navigation, etc.


Build a Solid Foundation: Keywords



• Analyze the website: How are content categories are grouped?

• What are the goals of campaign?

• Determine the scalability/organization of the account in terms of budget and KPIs

• Use keyword tools or existing analytics platforms to build a data-driven keyword list

• Utilize keyword reports (if available) to determine keywords that are currently driving valuable traffic

• Google Adwords Keyword Tool

• Build word clouds based on site content to determine larger themes within website content: http://www.wordle.net/

http://www.wordle.net/





• Build variations of keywords from original list• Think plurals, misspellings, synonyms and other long-tail queries

• Analyze the keyword list and reorganize/group keywords based on themes

• Build preliminary list of Negative keywords• Ask yourself, “Which keywords in my initial keyword list might trigger

an ad in an undesirable or irrelevant manner?”

• Search for various keywords on search engines to determine places where you do not want your ads to appear


Build a Solid Foundation: Organization

• Create “Campaigns” within Account• Be methodical - think about how the account can be best organized for

current needs and anticipate future growth and change

• Be conscious of organizing keywords: Branded terms, head terms, mid-tail terms, long-tail terms, Geo terms, etc.

• Segment into relevant ad groups• Aim for 5 (or less) unique keywords within each ad group

• Write targeted text ads• Include keywords from the group in the text ad to increase relevancy

• Include the brand in the ad when possible

• Strong Calls to action

• 3-5 ads per ad group (allows for testing and data-driven refinement)


Users

AdvertisersSearch Engine

Understand Paid Search Quality Score• Quality score, or Quality Index (MSN) is the search engines’ way of

balancing the interests of all parties in the online advertising ecosystem

• Higher quality score usually means higher position and Lower CPC

• Ranked on a 1-10 scale, with 10 being the best


Quality Score Influencers

QSClick-Through

Rate (CTR)

Ad Relevancy

Keyword Relevancy

Landing Page Quality

Historical Performance

Various Relevancy

Factors


What Does Quality Score Influence?

QS

Eligibility

PositionPrice

Above Organic Results


How do I improve my Quality Score?

• Organize Account

• Choose Relevant Keywords

• Create straight-forward, targeted ads

• Relevant landing page with relevant html copy

• User-friendly site that loads fast

• Note: Even if you have done everything right, you might not have a perfect quality score


Use Keywords in Title Tags

• The 1st marketing message a user will see

• Needs to be unique and concise and explain the content on page

• You typically have 66 characters to get your critical message out to users

• This is where the battle is won in the Search Engine Result’s Page!


Incorporate Keywords into Other Site Elements

• Meta Tags - Include a unique meta tag description on each page of your site that includes keywords that are relevant to the copy on the page (meta descriptions typically are truncated after 160 characters)

• Alt Image Attributes - Utilize both an alt image attribute and an image file name that is relevant and keyword friendly

• Keyword Friendly URLs - Include keywords within your URL that match the content on the page.

• Clear Heading Structure - Use Heading tags to present structure to site visitors and this easy to understand hierarchy will help the search engines better understand the page’s content (use <H1> tags for important headings and avoid over using heading tags)

• Anchor Text - Use anchor text on important keywords when linking to internal web pages.

• HTML Body Copy - Incorporate as much HTML content and code as you can into your new site build…The best SEO strategy is relevant content.


301 Redirects


robots.txt• A robots.txt file should always be placed in the root directory of your site. A robots.txt

lets the search engine know that it is okay to crawl your site and also allows you the opportunity to block the search engines from crawling any directories on your site.

• The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.

• Place a robots.txt file in your root directory and make sure that the file name is all lower case.

Sample robots.txt file

User-agent: *Disallow:Disallow: /ext2Disallow: /scriptsDisallow: /dcr8Disallow: /cmsDisallow: /templateDisallow: /zonesDisallow: /tirequote


No end to the puzzle


Measurement & Reporting

“Not everything that can be counted counts, and not everything that counts can be counted.”

-Albert Einstein.


Step #1: Benchmark

Benchmark Your Baseline Measurements Before Your SEM

Campaign Begins• Overall traffic by channel/keyword

• Search engine traffic

• Paid vs. organic traffic

• Conversions by channel/keyword

• Top traffic-driving keywords

• Top conversion-driving keywords

• Keyword rankings


Step #2: Monitor & Refine

Begin to Measure and Monitor the impact yourcampaign is having on both traffic and conversions for your organic and paid search traffic

SEO• Monitor engagement and traffic increases from the keywords that

have been incorporated into your keyword strategy

• Segment by search engine to monitor different behaviors of each engine

• Monitor other engagement metrics:• Average page views per visitor• Average time on site • Bounce rate • Percentage of New Visitors


Step #2: Monitor & Refine

Begin to Measure and Monitor the impact yourcampaign is having on both traffic and conversions

SEM• Measure both conversions and revenue by paid search campaign &

keyword

• Create business rules to optimize campaign that capitalize on efficiencies discovered in the data mining process

• Continually build long-tail terms and expand on profitable pieces of the campaign


Bottom Line Metrics

ROI(best)

ROAS(better)

CPA/KPI(good)

Success Metrics Progression:

Cost Per Acquisition/Key Performance Indicators

• “Good”• Initial optimizations• Cost-per-name• Cost-per-segment

Return On Ad Spend• “Better”• Sales data layered in

Return On Investment• “Best”• Sales data with profit margin data• Profitability/Best Customers


Additional considerations…


Mobile search


The future mobile search


Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

Increasingly less control

25% of Search ResultsFor the World’s Top 20 brands areLinks to user-generated content34%_of_bloggers_post_opinions_about_products


Yes, “Social Authority” matters

Source: Google & Bing via Danny Sullivan Interview, 2010

• Number of followers on Twitter• People you “follow”• Known public authorities


Reject faith-based decisions


Make evidence-based decisions


Share and extend the knowledge


Questions? Thank you!

Or:

email: [email protected]

phone: +1 646 216 8334

follow on Twitter: @jeffadelsonyan

Technology

Advanced Search Marketing_Click Asia Summit 2011