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360i : : integrated search marketing : :
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Search Engine Marketing
May 2005
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:: today’s overview ::
:Company Profile/Process Snapshot
:Market Research Insights with HitWise
:Comprehensive Search Engine Marketing
:Algorithmic Search
:Discussion/ Next Steps
Appendix: Search Market Opportunity and
Growth
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:: overview of 360i ::
:Google Advertising Research Council (Beta Programs) (50 in US)
:50+ Search Engine Marketing Agency, Since 1998
:Specialty Retail Practice & Shop.org Partner
:Speakers at Search Engine Strategies and AD TECH Conferences
:Board Members, Interactive Advertising Bureau (IAB), SEMPO
:Own Proprietary Bid Managements Software
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:: success stories: partial client list ::
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:: Full Service Search Marketing Services Overview ::
Our Full Circle Search® approach leads to improved integrated strategy
and results through your one integrated search team.
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:: 360i’s marketing campaign lifecycle ::
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:: 360i account team + supporting resources ::
:Integrated Account Team “owns” the Campaign
:: Senior Account Manager
:: Media Manager
:: Technical Manager
:: Search Analyst
:: Reporting Analyst
:Account Team is supported by:
::
::
::
::
::
VP Client Services
Media Director
Client Service Director
Chief Technologist
Chief Strategist
:Tenure/Experience of Staff
:: 360i staff assigned to the campaign have tenure, advanced technical
abilities and extensive previous search experience.
:: Prior retail experience - expedites results!
:: No contractors – all in house staff
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:: campaign strategy overview ::
:Strategy/Goal Assessment
:Competitive Research
:Hitwise (examples)
:Algorithmic Search
:Strategy
:Execution
:Measurement
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:: 2005 Campaign Opportunities ::
There is an opportunity to dominate search through the
integration of natural and paid search campaign.
GOAL: Target online consumers with low-cost natural search
strategies.
Most companies default to the paid listings for traffic…
Natural search will provide a large advantage when coupled
with paid.
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Algorithmic Search Captures First Look
“New EyeTracking Study verifies the
importance of page position and rank in both
Algorithmic and PPC search results for
visibility and click through. Clicks happen
pretty quickly. It just shows that search
marketing is a real estate game. It’s all about
location, location, location.” http://www.enquiro.com/eye-tracking-pr.asp
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2005 Campaign Objectives
o
Primary:
o Capture large population of related searches
o Generate sales leads as measured by completion of online
applications and/or direct contact
o Measure cost of traffic and conversions (sales leads)
Secondary:
o Drive high volume of traffic to the site through search engines.
o Gain maximum search visibility as measured by rankings.
o Enhance reporting and analytics by tracking against key
performance indicators.
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2005 Algorithmic Search Strategy
General Challenges:
o
o
Existing site is unfriendly to the search engines
Limited content, poor use of URLs and general architecture does not
comply with search optimization strategies
Strengths to Leverage:
o
Reasonable Google page rank showing maturity that can be leveraged
Use of Landing Pages?
o
o
General strategy would apply to existing site to take advantage of
strong page rank
New pages with content specific to each search phrase will be
effective
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Algorithmic Search Strategy
Content Use:
o
Keyword Development
o
o
o
Creation of Content Pages
o
o
o
Build keyword lists for new programs.
Revise and expand keyword lists for current search programs.
Create new keyword-based glossary of Content pages that are conversion
driven with unique content.
Integrate key learnings from paid media performance.
Internal Linking
o
o
Develop internal linking strategy among all pages
Link Appendix and Content pages from homepage.
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Algorithmic Search Strategy
Site Optimization as applicable/possible:
o
Site assessment and recommendations for improvements
o
o
o
Submissions
o
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Submit site to major and mid-tier search engines and directories.
External linking:
o
o
Revise title and meta tags to incorporate target keywords.
Review site architecture for technical issues that could hinder
spiderability.
Assess all opportunities to create valuable inbound links to the site
Other
o
o
Set performance benchmarks to measure progress (click, page views, site
activity, etc.)
Guidance of search friendly press releases
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Process sample – use of content ::
•
•
Unique content that corresponds to the most important search
phrases creates better ‘search visibility’
Content can be added
–
–
•
To existing pages, or
By using new pages (useful for database driven sites)
New content page creation adheres to the following
–
–
–
Site pages hosted off main domain with unique content that is useful to
the user and to the search engine spiders
Content pages create a ‘glossary’ section of material that augments the
‘footprint’ of the site and broadens visibility and relevance to key search
phrases
See examples…
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Process sample – use of content ::
Typical retail site – lots of images, little text content
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Process sample – use of content ::
360i’s creation of a new glossary section for categories of search phrases
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Process sample – use of content ::
Individual content pages – note use of URL, unique offers, uniform site navigation…
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2005 – Expect Change
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:: Appendices ::
--Search Opportunity
--Reporting Overview
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:: why search engine marketing? ::
“The secret of search marketing is that it delivers
on the core goal of advertising. If you spend ad
dollars, you should get back more customers, more
revenue and more information. Search takes a step
beyond brand or even direct response advertising
and does what advertising is ultimately supposed to
do: Find out where is the demand for a product or
service and put a relevant message in front of that
demand.”
Tim Armstrong
VP Advertising Sales, Google
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Exclusive Media Audience By Daypart
At Work Users
:: internet dominates daytime reach ::
40%
Exclusive Internet
Exclusive TV
26%
23%
24%
20%
20%
15%
Marketing
Opportunity
4%
8%
6%
4%
1%
14%
4%
2%
4%
5%
3%
0%
Morning Daytime I Daytime
Early
Early
Prime
Late
II
Fringe I Fringe II
Time
Fringe
Source: OPA, Millward Brown Intelliquest Workplace Usage Study
Late
Night
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:: 117 million consumers use search ::
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:: search trend: older, affluent, and educated ::
Older
Affluent
Educated
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:: relationship between research and purchase ::
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Search Budgets are Growing…
Search works…
Marketers are voting with their dollars
• Search is now the most
dominant form of online
advertising
• Emerging from nearly
nothing just 5 years ago
Online Advertising Revenue, % by vehicle
Email, referrals, interstitials, slotting fees,
other
Today
40%
Search
1999
Banners and
sponsorships
comprise 83%
of market
8% Rich media
17% Classifieds
9% Sponsorships
20% Banners
1999
2000
2001
2002
2003
mid-2004
Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004)
Sources – Advertising Revenue Report, PriceWaterhouseCoopers/Interactive Advertising Bureau / April 2004
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:: users relying heavily on search to find sites ::
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:: search increases importance based on yrs. online ::
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:: active reach (%) market share – importance of big 4 ::
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:: recent trend: integrated search marketing ::
Search Engine and Number of Listings Per Page
Type of Placements
Yahoo!
AOL
Google
MSN
# of Paid Advertisement
Listings
13
5
10
8
# of Algorithmic Listings
10
10
10
15
Total Listings Per Page
23
15
20
16
% Paid Advertisements
56%
33%
50%
34%
% Algorithmic
44%
66%
50%
65%
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:: multiple placements maximize results ::
Own More
Shelf Space!
- PPC
AdWords
(PPC)
algorithmic
algorithmic
SEO
SEO
AdWords
(PPC)
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:: Competitive Research ::
(SAMPLE DATA ONLY)
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:: competitive hitwise reports ::
•
Real time competitive intelligence
•
25 million Internet users (10MM in the US) the largest sample
monitored every day
•
450,000+ online businesses
•
160+ industry categories
•
Drive better business decisions
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:: Office Depot – rank by visits ::
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:: market share competition vs. industry average ::
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:: clickstream - top 10 search engine referrers ::
Most of the traffic is driven by Yahoo! and Google….How
does this compare to other competitors?
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:: search engine referrers comparison data ::
The chart below indicates the percentage of traffic driven by search engines to
each of the sites.
Search Engine Referrers
25.00%
20.00%
15.00%
% of Traffic
10.00%
5.00%
0.00%
Total from
Search Engines
Yahoo
Google
MSN
Office Depot
23.87%
10.51%
7.79%
2.68%
Office Max
18.66%
6.91%
7.11%
2.60%
Staples
21.58%
6.26%
8.16%
2.65%
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:: clickstream – industry report ::
• Sites within the Shopping/Classifieds, Computers/Internet and Business/Finance
deliver majority of the traffic to www.officedepot.com.
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:: industry comparison data ::
The chart below indicates the percentage of traffic driven by different industry
categories to each of the sites.
Industry Comparison Data
60.00%
50.00%
40.00%
% of Traffic 30.00%
20.00%
10.00%
0.00%
Shopping and
C lassifieds
Business and
Finance
Business and
Finance - Banks
and Financial
Email
Office Depot
49.10%
4.81%
1.09%
3.77%
Office Max
52.54%
4.97%
1.58%
5.91%
Staples
47.92%
5.61%
1.70%
5.46%
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:: clickstream top 20 competitive sites ::
• The chart above indicates the top 5 sites visited before and after visiting
OfficeDepot.com. This helps us understand the user behavior and the user
tendency to shop and research for products on similar sites.
• Approximately 16% of the visitors tend to visit the two primary competitors of
Office Depot after visiting OfficeDepot.com.
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:: clickstream top 20 referring sites – Office Depot ::
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:: clickstream top 20 referring sites – Staples ::
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:: clickstream top 20 referring sites – OfficeMax ::
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:: search terms suggestion tool ::
• Search term phrases identify the most
popular brands and types of products
searched for successfully
• Here 269 different variations of Backpack
were identified
• Use distribution data to select key types,
brands and models of backpacks to include
in your search marketing campaign
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:: search terms report – Office Depot ::
Office Depot received 23.07% traffic from search
engine related search terms. This was 1.47 above the
industry average.
Analyze most popular
search terms within 160
industries
Analyze most popular
and successful
keywords that drive
traffic
Analyze keywords that
are generating traffic to
competitor sites
Site gets traffic mainly
from “branded” terms
and opportunity to
optimize to non-branded
terms and get qualified
traffic to the site
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:: search terms report – Staples ::
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:: search terms report – OfficeMax ::
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:: demographics – Office Depot ::
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:: Site Side Tracking ::
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:: ClickTracks – benefits ::
•
All search traffic managed in one tool
•
One customized and detailed report for both SEO and PPC
•
Critical information – this tool can track:
o Inbound referral information
o Where visitor goes on site
o How long they spend on average
o Revenue per visitor
o All data comparing algorithmic vs. Paid visitors
o Allows for quick optimization and learning
ClientExpo
•
Online archive for all reports and data. Showcasing the site’s current
standings and rankings within the Top 4 Search Engines in relation to
the targeted key-term list.
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:: reporting at a glance - “Dashboard” ::
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:: ClickTracks™ - id visitors on site ::
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:: ClickTracks™ - path view ::
•
Path View
–
Traffic flow to and from each page
–
Exit rate
–
All divided by traffic/visitor category
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:: ClickTracks™ - revenue measurement ::
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•
Total revenue per
phrase
Revenue per
visitor
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:: ClickTracks™ - keyword performance ::
•
•
•
Keyword
performance
across multiple
search engines
(paid vs. non-paid)
# of visitors
% of visitors
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:: ClickTracks™ - time on site – by type of visitor ::
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•
Time on site, Short visits
By category or site
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Tracking & Reporting : Client Expo Reporting –Snapshot
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Discussion/ Next Steps
•
Bryan Kujawski, Co-Founder, 360i
–
•
[email protected], 678-303-5870
Blake Roberts
–
[email protected], 678-303-5892
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