Advanced Search Engine Marketing for Export Success

– Search Marketing – Maximising your position in the hitlist

– Click throughs dissipate as we move down the list

33% of 33% of internet users internet users perceive a perceive a company in the company in the top search top search engine engine rankings to be rankings to be a major branda major brand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey

Pay Per Click and the digital media mix% share of revenues for 2007

16.4%

13.3%

5.9%

56.2%

4.1%

1.5%

0.8%

1.1%0.6%

Banners / Embedded

Sponsorships

Interruptive formats

Display ads on email

Tenancies

Other display

Recruitment classifieds

Further classifieds

Paid for search listings

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.

£224.4m

£20.5m

£15.7m

£8.8m

£55.6m

£10.9m

£ 182.0m

£80.3m

£768.3m

Ever seen this?

Altavista

More Effective Targeting

• Use hotmail and instant messaging accounts– Geographic– Demographic – age,

gender– Time of day

New Advertiser

Advertiser at position 1

Advertiser at position 2

Advertiser at position 3

Advertiser at position 4

Bidding in reality

Bid price of £0.50

Bid price of £0.40

Bid price of £0.30

Bid price of £0.20

100 click throughs

75 click throughs

50 click throughs

25 click throughs

Position 3

Bid price of £0.35

50 click throughs

Payment of £0.31 per click, up to £0.35

Cost = bid price multiplied by number of click throughs

What determines your ads position?

• Bid price

• Advert effectiveness

• Landing page quality

WHY USE PAY PER CLICK?

• Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation

• For short term promotions• For new websites• Drive country specific searchers

– Geographic targeting

• Keyphrase analysis – More accurate than the tools

• For websites difficult to optimise– Flash etc

Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

Segment and target

Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents

Cu

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Attrib

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Exam

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“What is out there to meet my need?”

“How can I learn about a product or

service?”

Informational terms

Product classes

Problem descriptionsDVD player

Family holiday

Financial planning

“What brands and features are

there?”

“What is distinct about this one?”

Features

Brand names

Differentiators

Portable DVD player

Hawaii holiday

Personal pension

LearningLearning ShoppingShopping BuyingBuying

“I want that one!”

“Who stocks this model number?”

Product code

Locations

Nicknames

Panasonic DVD-LX9

Maui golf resort

Low risk growth fund

www.royaldubai.co.uk – PPC then SEO

Measure your performance

www.spyfu.com

Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works

https://adwords.google.co.uk/select/KeywordToolExternal

Content Match – branding benefits

Content Match: Sponsored search results appear according to the editorial content on the page

Benefits Increased Traffic Traffic Quality

Premium Partner Network Quality mapping Good Conversion Rates

Separate Bidding Branding

Using the Content Network

• Use Google content network

• Focus on what you can do at the hotel– Scrabble, walks etc

• Ad appeared on Facebook and caused huge traffic spike

Keyword selection

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

progress through the buying process >>>

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buy

progress through the buying process >>>

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•The ad links directly to the relevant landing page

•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s

Best click-through rates for Figleaves

• Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’).

• Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year.

“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”

Claire White, Marketing Services Manager, Figleaves

“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”

Claire White, Marketing Services Manager, Figleaves

Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site.

• Potential customers are now targeted at the moment they are actively searching for lingerie online.

Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

Three Steps to Success