it’s not multichannel marketing if you don’t include search-lisa raehsler-smx east 2010

It’s Not MultichannelMarketing If You Don’t

Include Search

Lisa RaehslerSEM Strategy Consultant

October 6, 2010

@lisarocksSEM

Is SEM Overlooked?

This is Search

1 line item1 budget

@lisarocksSEM

Best Practice #1: Goals

Fit into overallstrategic goals

•Can help definegoals

•Different goals forsearch?

Buying Funnel

@lisarocksSEM

Best Practice #2: Listen

Listen to what peoplewant

•This is what theysearch for!

Keyword Global Monthly Searcheseco products 49,500 "eco products" 12,100 [eco products] 4,400 green products 90,500 "green products" 40,500 [green products] 9,900 eco friendly products 33,100 "eco friendly products" 18,100 [eco friendly products] 9,900 eco friendly cleaning products 3,600 environmentally friendly products 40,500 eco friendly 450,000 eco friendly promotional products 1,900 eco friendly home products 880 green eco friendly products 720 eco friendly products wholesale 480 green home products 2,400

@lisarocksSEM

Best Practice #3: Creative

Creativeconsistency

•Old Navy:

•Same ad copy onevery search

•Missedopportunity!

@lisarocksSEM

Best Practice #4: Budget

Proper budget allocation

•This is a real budget allocation for a nationalproduct launch!

@lisarocksSEM

Best Practice #5: Engagement

1. Watch TV

2. Search

4. Off-line purchase?

3. Visit Website

@lisarocksSEM

Killer Tactic #1

Retargeting

• Reach themanywhere on theweb

@lisarocksSEM

Killer Tactic #2Drive socialmedia fans andfollowers withPPC

@lisarocksSEM

Killer Tactics #3

Promotions and special offers

• Escalating discounts

Free Shipping

10% off

20% off

@lisarocksSEM

Killer Tactics #4

Ad scheduling

• TV Spots

• Key programs

Extreme Makeover: Home Edition

Hoarders

@lisarocksSEM

Final Thought…

Search can be integrated into any campaign!

Thank You!

Contact:

Lisa Raehsler

SEM Strategy Consultant

Certified Google Advertising Professional

raehsler@gmail.com

@lisarocksSEM

blog: onlinemarketingmavens.com