measure and optimize paid and organic search together
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measure and Optimize Paid & Organic Search Together Featuring: Adobe SearchCenter+ Conductor Searchlight
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Paid & Organic Solution Overview
2 Demo
3 Customer Discussion
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Presenters Panel
§ Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe
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§ Seth Besmertnik, CEO & co-founder, Conductor
§ Brandon Proctor, Build.com
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Poll: Paid vs. Organic Results
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“62 percent of consumers don't know the difference between paid and organic results.”
— “Search Engine Users” Pew Research Study
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe SearchCenter Manages Over $1 Billion
$1,000MM
$300MM
$100MM
$0
Ad Spend Under Management Adobe SearchCenter
$700MM
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“I’ve found it annoying that over the years more and more people use SEM to mean paid search,
as if SEM excludes SEO.” — Danny Sullivan
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEM 101: Organic Search vs. Paid Search
Technical process of optimizing your web site
Organic
Auction-based media buying
Paid
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Problem with Search
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Typical Paid Search guy….
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Problem with Search
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Typical SEO guy….
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“You don’t have paid goals and organic goals – you have Search goals.”
— Josh Palau, razorfish
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe SearchCenter’s New Approach to SEM
§ Improve share of voice and total conversions from search by optimizing organic and paid search together
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Only Adobe SearchCenter+ Views SEM Holistically
§ Adobe SearchCenter+ SEM strategies: § Maintain top position for brand terms across
paid and organic § Automatically increase bids for paid keywords
when competitors gain a higher organic rank § Automatically decrease bids for paid
keywords when you achieve a high organic rank
§ Optimize bids to achieve a calculated “total conversions” metric
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Use one underlying data set (SiteCatalyst) to make decisions across paid and organic search
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
An Integrated Paid & Organic Solution
SEO WORKFLOW
OPPORTUNITY DISCOVERY
VISIBILITY
SMARTER BID AUTOMATION
Comprehensive Closed Loop Search Marketing Reporting
§ SEO ROI § SEO Opportunity
§ Traffic § Share of Search
§ Conversions § Share of Voice
• Paid and organic
• Visits • Conversions • Revenue
• Rank gathering • Competitive
positioning • Search volume • SEO score
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Powering SEO Teams for Over 100 Leading Brands
55+ People - Largest SEO Technology Company in the World
Most Widely Used Enterprise SEO platform
Managing Over $3 billion Worth of SEO Revenue
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO History
SEO Wild West
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
The rise of paid search – companies focus hard
Marketers try SEO with marginal success
Marketing executives realize the “white-space” SEO opportunity
Technology automates paid search
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26.6 Billion Searches Monthly Across Search Engines 16% YOY
Growth
ComScore 2010
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
92% of Search Engine Clicks Originate From Natural Search
ComScore 2010
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Only 8% of Search Spend Goes on Natural Search
ComScore 2010
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
78%
18%
4%
Marketing Sherpa 2010
Is SEO more or less important as influencers of business strategy than a year ago?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
You Competitor
Natural Search is a Zero Sum Game
Investment in SEO required just to maintain position
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
You Competitor
Natural Search is a Zero Sum Game
Reducing investment allows competitors to succeed
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
You Competitor
Natural Search is a Zero Sum Game
Small investments in SEO can have considerable effects
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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5 10 15 $
Scale Measure ROI
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Searchlight
Search Engine Competition Discovery
Web Crawling Research
Data Collection
Analysis Outputs Inputs
Inputs Workflow
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
+ SEO Cloud
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO Milestones
Success Metrics
Managed SEO Keywords
Search Position
Traffic
Revenue
Adobe Omniture Integration
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Paid & Organic Solution Overview
2 Demo
3 Customer Discussion
28
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Paid & Organic Solution Overview
2 Demo
3 Customer Discussion
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How do you measure paid and organic search today?
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How will the Adobe/Conductor solution help your paid search efforts?
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What additional features would you like to see added?
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimizing across SEM channels: Key takeaways
Jointly Optimize Paid & Organic Programs
Use Analytics as the Foundation
Automate paid bids based on paid & organic performance
Increase lift from SEM
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
See the SEO Cloud in action at the Conductor booth in the main hall or
visit seocloud.com
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
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