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Digital Marketing –Search Engine and Web Marketing MKTG 437 Scott W. Flexo, Ph.D. Search Engines Search is the most important way users will discover your web site. Google, Bing, Yahoo are examples User: Search is the most convenient way to sift though billions of web pages to find valuable and relevant information. Marketer: Unique opportunity to get web products and services in front online prospects. Google Search Bar About Search Engine Marketing In 2013, US businesses spent $22.4 billion dollars on search engine marketing. On average, search engines field more than 16.9 billion search queries, or two and a half searches for every person on earth! How Search Engines Work Motto: The better the search experience for the user - her or she gets the information they need at just the right the moment they need it – the more users will be attracted to that search engine. Delivering the Experience To achieve their goal of information delivery, search engines need to gather information about the billions of web pages on the Internet. Spiders: This is done using automatic programs called "bots" short for "robots," but also known as "spiders." Crawling: These "spiders" automatically crawl around the Internet following links and gathering information about the pages they find. Delivering the Experience Storage: Once a page has been crawled, the search engine stores details about the page's content and links both into and out of it in a massive database called an Index. The size of an Index database is proprietary! Retrieval/Listing: The Index database is organized in a proprietary way and there is away of finding and listing information which is also propriety so that the results for any of hundreds of millions of search requests can be retrieved instantly and which is why you get different results from each search company. Google - Wallet Search Results (Click Here) Types of Search Engine Activities Search Engine Optimization (SEO) "Organic" search listings on the SERP. This is "free!" Making your web pages easy to find and crawl so your site is included in relevant search results. Pay Per Click (PPC) Search Engine Ads (aka SEM – Search Engine Marketing) Bidding and paying for search "Keywords" which will produce "sponsored" search results usually next to or underneath or above the organic search results. PPC Ads Organic Search Results Google - Wallet Search Results (Click Here) Search Engine Optimization: Organize for Search Engine Visibility The most important element in assuring successful web search is the PAGE TITLE (title tag). It is used as the clickable headline for listings on the search engine results page (SERP). This is the key factor in ranking SERPs. This is also the first thing a search will produce and a user will see when they conduct an organic search. It is used as the Favorites entry. Use salient words in your titles – not generic ones, in order to maximize your search engine mktg. Enter Flexo Partners Research into your search bar and see what you get. Search Engine Optimization: Organize for Search Engine Visibility Other Key Elements to Search Engine Maximization Titles Web Page Content Links (At Site/Other Sites) Words in Links Reputation Video: How to Maximize SEO! Issues in PPC or Search Engine Marketing Dilemma Which Should You Bid On: Short-Tail Words are generic terms that are more likely to be used in a search, but produce generic results vs., Wallet versus Skinny Wallet Long Tail Words which are specific terms that less likely to be used in a search but produce more specific results. Issues in PPC or Search Engine Marketing Pay Per Click Optimization 1. 2. 3. 4. 5. 6. 7. Key Word Research – Short v Long Well Crafted Copy – Direct and Targeted A/B Testing – Test Different Versions Bid Management – Pay Attention to $ Paid Landing Page Content – Must Be Relevant Call to Action – Tell Customer What To Do Measure Results – Test, Measure, Tweak, Improve Google Ad Words Video: 7 Steps in PPC Advertising MARKETING ON THE INTERNET: DISPLAY ADS Sample Web Display Ad Types of Display Ads Traditional Banner Display Ad Side-Bar Display Ad Pop-Up Display Ad Types of Display Ad Content A static ad does not change when you look at it - it is a single image. An animated ad uses several different images to give the appearance of motion; they are usually in GIF format. A rich media ad consists of audio or video, or involves some programming with Java to create a very interactive ad. Animation Rich Media What Do Consumers Want in Display Ads? Banner Ad Measures Clicks: The amount of clicks a display ad received Impressions: The number of times the display ad has been seen by visitors CTR: A click-through rate is the ratio between clicks and impressions Cost Per Sale: This is the amount spent per sale and the figure is dependent on the cost of the product or service itself that is advertised Conversions: An HTML conversion tag is placed on the website (or landing page) and tracks the amount of conversions that have occurred which could be an action like a registration or a purchase. Impressions vs. Click Seeing is Important Too! Research by comScore has shown that two-thirds of Internet users do not click on any display ads over the course of a month and that only 16% of Internet users account for 80% of all clicks. It also showed that the viewers who click tend to be younger and less affluent than the people who don’t. Social Communities: Earned Media Brand messages distributed in social communities without direct cost to the company and (often) without direct control. Starbucks Tweets Gained when people share positive brand opinions and branded content in their social community Influence attributed to earned media is the most influential form of marketing and advertising. Tweets Per Day Twitter Leaders Word of Mouth (WOM): Passing along of opinions about brands in the social network. Influence Impressions: Innocuous comments in the social network remind and reinforce brands – "On my way to Starbucks..." Estimated 256 billion every year – can spread! Influence Posts: Publishing brand relevant content in the social community. Opinion leader blog posts is one example. Minority Product Content A minority of people generate 80% of the impressions. Take a look at the graphic below. 6.2% of the online adults generate 80% of the influence impressions. 13.4% of the online adults generate 80% of the influence posts. We call two groups Mass Connectors and Mass Mavens. Two Segments Produce 80% of Online Content Mass Connectors (6.2%), who create a great number of impressions about brands and services in social networks, like Twitter and Facebook. Mass Mavens (13.4%), who create and share content about products and services in other social channels such as YouTube, blogs, forums, or ratings and review sites. Social Communities Marketing and Earned Media 3. 4. User Generated Content Campaign or Participatory Advertising: Brands invite consumers to engage and interact and create sharable content about the brand. Build Brand Personas: Brands create social brand personas (social brands) in the social community that participate in the conversation just like a person. Brand Fans: Someone that is enthusiastic about a brand. Social Branding Explained Seeding/Activating The biggest question you need to ask yourself before you create your campaign is ‘why would people want to spread this?’ It needs to have the qualities necessary for success, such as: Make It a Fun Activity Delivering humor Giving someone an ego boast Being incredibly useful (or resourceful) Causing controversy Seeding A Web Campaign Playing on a memory Being dramatic Seeding a Web Campaign Being provocative (but SFW) Evoking a smile Sparking emotional engagement of some sort Providing satisfaction of social engagement/social capital needs Primer on Search Marketing Questions? More on Search Engine Marketing in "Big Skinny Case Study" Learning Activities http://croud.com/ Go To PPC link – Write down 5 of the elements of PPC advertising (you choose) Go To SEO link – Write down 5 of the elements of SEO advertising (you choose). Go to BLOG – Read the blog posts, select 2 and write a brief summary of each (in your own words).