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360i : : integrated search marketing : : 1 Search Engine Marketing May 2005 next 360i : : integrated search marketing : : 2 :: 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 next 360i : : integrated search marketing : : 3 :: 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 next 360i : : integrated search marketing : : 4 :: success stories: partial client list :: next 360i : : integrated search marketing : : 5 :: Full Service Search Marketing Services Overview :: Our Full Circle Search® approach leads to improved integrated strategy and results through your one integrated search team. next 360i : : integrated search marketing : : 6 :: 360i’s marketing campaign lifecycle :: next 360i : : integrated search marketing : : 7 :: 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 next 360i : : integrated search marketing : : 8 :: campaign strategy overview :: :Strategy/Goal Assessment :Competitive Research :Hitwise (examples) :Algorithmic Search :Strategy :Execution :Measurement next 360i : : integrated search marketing : : 9 :: 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. next 360i : : integrated search marketing : : 10 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 next 360i : : integrated search marketing : : 11 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. next 360i : : integrated search marketing : : 12 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 next 360i : : integrated search marketing : : 13 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. next 360i : : integrated search marketing : : 14 Algorithmic Search Strategy Site Optimization as applicable/possible: o Site assessment and recommendations for improvements o o o Submissions o o 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 next 360i : : integrated search marketing : : 15 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… next 360i : : integrated search marketing : : 16 Process sample – use of content :: Typical retail site – lots of images, little text content next 360i : : integrated search marketing : : 17 Process sample – use of content :: 360i’s creation of a new glossary section for categories of search phrases next 360i : : integrated search marketing : : 18 Process sample – use of content :: Individual content pages – note use of URL, unique offers, uniform site navigation… next 360i : : integrated search marketing : : 19 2005 – Expect Change next 360i : : integrated search marketing : : 20 :: Appendices :: --Search Opportunity --Reporting Overview next 360i : : integrated search marketing : : 21 :: 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 next 360i : : integrated search marketing : : 22 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 next 360i : : integrated search marketing : : 23 :: 117 million consumers use search :: next 360i : : integrated search marketing : : 24 :: search trend: older, affluent, and educated :: Older Affluent Educated next 360i : : integrated search marketing : : 25 :: relationship between research and purchase :: next 360i : : integrated search marketing : : 26 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 next 360i : : integrated search marketing : : 27 :: users relying heavily on search to find sites :: next 360i : : integrated search marketing : : 28 :: search increases importance based on yrs. online :: next 360i : : integrated search marketing : : 29 :: active reach (%) market share – importance of big 4 :: next 360i : : integrated search marketing : : 30 :: 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% next 360i : : integrated search marketing : : 31 :: multiple placements maximize results :: Own More Shelf Space! - PPC AdWords (PPC) algorithmic algorithmic SEO SEO AdWords (PPC) next 360i : : integrated search marketing : : 32 :: Competitive Research :: (SAMPLE DATA ONLY) next 360i : : integrated search marketing : : 33 :: 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 next 360i : : integrated search marketing : : 34 :: Office Depot – rank by visits :: next 360i : : integrated search marketing : : 35 :: market share competition vs. industry average :: next 360i : : integrated search marketing : : 36 :: clickstream - top 10 search engine referrers :: Most of the traffic is driven by Yahoo! and Google….How does this compare to other competitors? next 360i : : integrated search marketing : : 37 :: 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% next 360i : : integrated search marketing : : 38 :: clickstream – industry report :: • Sites within the Shopping/Classifieds, Computers/Internet and Business/Finance deliver majority of the traffic to www.officedepot.com. next 360i : : integrated search marketing : : 39 :: 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% next 360i : : integrated search marketing : : 40 :: 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. next 360i : : integrated search marketing : : 41 :: clickstream top 20 referring sites – Office Depot :: next 360i : : integrated search marketing : : 42 :: clickstream top 20 referring sites – Staples :: next 360i : : integrated search marketing : : 43 :: clickstream top 20 referring sites – OfficeMax :: next 360i : : integrated search marketing : : 44 :: 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 next 360i : : integrated search marketing : : 45 :: 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 next 360i : : integrated search marketing : : 46 :: search terms report – Staples :: next 360i : : integrated search marketing : : 47 :: search terms report – OfficeMax :: next 360i : : integrated search marketing : : 48 :: demographics – Office Depot :: next 360i : : integrated search marketing : : 49 :: Site Side Tracking :: next 360i : : integrated search marketing : : 50 :: 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. next 360i : : integrated search marketing : : 51 :: reporting at a glance - “Dashboard” :: next 360i : : integrated search marketing : : 52 :: ClickTracks™ - id visitors on site :: next 360i : : integrated search marketing : : 53 :: ClickTracks™ - path view :: • Path View – Traffic flow to and from each page – Exit rate – All divided by traffic/visitor category next 360i : : integrated search marketing : : 54 :: ClickTracks™ - revenue measurement :: • • Total revenue per phrase Revenue per visitor next 360i : : integrated search marketing : : 55 :: ClickTracks™ - keyword performance :: • • • Keyword performance across multiple search engines (paid vs. non-paid) # of visitors % of visitors next 360i : : integrated search marketing : : 56 :: ClickTracks™ - time on site – by type of visitor :: • • Time on site, Short visits By category or site next 360i : : integrated search marketing : : 57 Tracking & Reporting : Client Expo Reporting –Snapshot next 360i : : integrated search marketing : : 58 Discussion/ Next Steps • Bryan Kujawski, Co-Founder, 360i – • [email protected], 678-303-5870 Blake Roberts – [email protected], 678-303-5892 next