search marketing, find the good media mix

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010

SEARCH ENGINE MARKETINGJanuary 5, 2011

NETBOOSTERASIA INC.

UNTIL RECENTLYMARKETING WAS ALL ABOUT

IMPRESSION & REACH

GET EXPOSURE FOR YOUR BRAND

ONLINE IT WAS SIMPLY TRANSLATED

INTO BANNERS

WHAT IS THE SPECIFICITY OF ONLINE ADVERTISING ?

THE PATH TO PURCHASE

BANNER ADVERTISING SOCIAL MEDIA

SEARCH, CONTENT NETWORKS

LANDING PAGE CORPORATE SITE

REGISTRATION - LEAD

WE WANT TO

PUSH THE CONSUMER

TO MOVE FROM

ONE STEP TO THE NEXT ONE

CTR CPC

HOW DO WE FOLLOW OUR CONSUMER STEPS?

BANNER ADVERTISING

SOCIAL MEDIA

SEARCH, CONTENT NETWORKS

LANDING PAGE - CORPORATE SITE

REGISTRATION - LEAD

SEARCH ENGINE MARKETING IS OFTEN REDUCED TO

ADVERTISING ONGOOGLE,

AND YAHOO!

WHILE IN FACT IT S MUCH MORE

THAN THAT

TODAY WE WILL EXPLORE 2 MAJOR DIRECTIONS

ONE IS

MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN

HE NEEDS TO

SEARCH

THE OTHER ONE IS

INTERCEPT SOMEONE NOT LOOKING FOR OUR OFFERS

BECAUSE WE THINK WE ARE RELEVANT TO HIM

DISPLAY VS

SEARCH

IF WE LOOK FIRST AT HOW WE

SEARCH FOR INFORMATION

GOOGLE & YAHOO SHOW SIMILAR PATTERNS:

WE ONLY LOOK AT THE TOP OF

THE RESULT PAGE

TOP RESULTS GOT MOST OF THE

TRAFFIC

EYES TRACKING STUDY CONFIRMED

THIS BEHAVIOUR

ORGANIC RESULTS

PAID SEARCH RESULTS

PAID VS ORGANIC

HOW TO ?

BE PROPERLY POSITIONED ON ORGANIC SEARCH

POSITIONING IS ALL ABOUT KEYWORDS AND

CONTENT

PROPER VISIBILITY TODAY IS ABOUT SEMANTIC

SEARCH ENGINES READ AND UNDERSTAND EVERY CONTENT IT

INDEXES

FROM TEXT, TO IMAGE TO VIDEO

A NEW WEB SITE OR PAGE IS POSTED, LINKED TO, OR HAS ITS CONTENT ALTERED

HOW SEARCH ENGINES INDEX A SITE?

SE’S SPIDERS CRAWL THE PAGE

CRAWL TEXT, IMAGE DESCRIPTIONS, META DATA, PAGE TITLES, AND URL

FOLLOW LINKS, COUNT LINKS IN AND OUT

INDEX KEY TERMS, COUNT WORD FREQUENCY

SearchWikiEngineSEOSEM

WEIGHT ALGORITHM

This Page

Other Pages

10 Tons

9 Tons

8 Tons

6 Tons

SITES ARE RANKED ACCORDING TO THEIR KEY TERM RANK

IF WE SUMMARIZE SEO IN 1 SENTENCE

NOTHING NEW HERE…

BUT IN FACT THERE IS A MAJOR CHANGE

HAPPENING IN THE WORLD OF SEARCH

GOOGLE INSTANT GIVES ANSWER ON THE FLY

CUSTOMIZATION OF THE SEARCH IS CHANGING THE RULES

FRESHNESS BECOME A KEY FACTOR

AS MARKETER

OUR JOB IS TO ANTICIPATE

WHAT OUR CLIENTWILL SEARCH WHEN

THINKING ABOUT OUR PRODUCTS

http://searchengineland.com/giving‐customers‐what‐they‐want‐a‐search‐behavior‐analysis‐45171

1PRODUCT

2PROJECT

3BRAND

BUILD A KEYWORD TREE TO MAKE SURE

YOU FULLY COVER YOUR

TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS

GOOGLE INSIGHThttp://www.google.com/insights/search/

KEYWORD TOOLhttps://adwords.google.com/select/KeywordToolExternal

NOW THAT WE KNOW ON WHAT

TO POSITION OURSELVES

IT S TIME TO ADVERTISE

ORGANIC RESULTS

PAID SEARCH RESULTS

WHAT IS PAID SEARCH ?

CHOOSE YOUR KEYWORDS

Keyword Generation

• Choose a wide range of keywords (The Long Tail)

• Consider user intent

– Use customer lingo, not just industry lingo

• Group thematically and linguistically

– These become your Ad Groups

• Also:

– Synonyms

– Misspellings

– Geographic keywords

– Brand and Trademarked terms

CREATE THE AD-TEXT

http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guide.cs&guide=23640

RUN AND OPTIMIZE

OPTIMIZATION IS DRIVEN BY CPA

IF “GROUP/KEYWORDS” GOT A LOT OF TRAFFIC BUT NO CONVERSION ON SITE.

SO IT HAS BEEN PAUSED

MAIN POINTS OF OPTIMIZATION

1. CPC BIDDING ADJUSTMENT PER KEYWORD

2. ON/OFF KEYWORDS3. CREATIVE AD-TEXT4. A/B TESTING

WITH ONE GOAL IN MIND

SOME ADVICES:

DON’T DO IT YOURSELFASK YOUR AGENCY TO DO IT FOR YOU

GIVE THEM A CLEAR ROI TARGET

BE READY TO INITIALLY SPEND MORE BUDGET TO BUILD CAMPAIGN HISTORY

YOU MIGHT HAVE THIS LAST QUESTION

SHOULD I ADVERTISE ON GOOGLE

OR ON YAHOO!

IS EVERYTHING OK ?

REMEMBER THAT WE HAVE 2 MAJOR DIRECTIONS

ONE IS

MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN

HE NEEDS TO

SEARCH

THE OTHER ONE IS

CATCH SOMEONE BROWSING BECAUSE WE THINK OUR OFFER IS

RELEVANT TO HIM

DISPLAY VS

SEARCH

WHEN YOU LAUNCH A NEW PRODUCT

OR PUSH A PRODUCT NOT

WIDELY KNOWN

EVEN IF SEARCH IS EFFICIENTIF YOU HAVE NO VOLUME

YOU WON’T REACH YOUR OBJECTIVE

WHAT CAN INFLUENCE THE SEARCH VOLUME

WE WILL EXPLORE 6PLACEMENT STRATEGIES

AUDIENCE TARGETING

CONTEXTUAL TARGETING

EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

AUDIENCE TARGETING

WHEN A PUBLISHER GIVES US A WAY TO TARGET THE DEMOGRAPHY

OF OUR AD

AUDIENCE TARGETING

ADVERTISE IN THE CONTEXT OF WHAT THE USER IS BROWSING

AUDIENCE TARGETING

EFFICIENCY PRICING

MODEL ON COST PER CLICK ENGAGEMENT

AUDIENCE TARGETING

EFFICIENCY PRICING

PREMIUM PRICING

PREMIUM PLACEMENT IN A PUBLISHER SITE

AUDIENCE TARGETING

EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

AD CUSTOMIZED FOR USER WHO ALREADY SAW THE AD BEFORE

AUDIENCE TARGETING

EFFICIENCY PRICING

PREMIUM PRICING

RETARGETING

CONTENT NETWORK, RUN OF SITE

RELATIVE REACH OF EACH PLACEMENT STRATEGY

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010Source: “When Money Moves to Digital, Where Should It Go” Comscore study Sept 2010

LIFT IN SITE VISITATION AND BRAND SEARCHES

AFTER 4 WEEKS

RON, EFFICIENCY, AND CONTEXTUAL DELIVER LARGE AUDIENCE SO IMPACT

ON SITE VISITATION

GOOD TO PUSH TRAFFIC TO SITE

PREMIUM AND AUDIENCE GOOD LIFT IN TRADEMARK SEARCH

CREATE BRANDING AT THE COST OF THE REACH

RETARGETING BEST CHANNEL TO GENERATE LIFT FOR BOTH

SITE VISITATION AND SEARCH

LARGE MEDIA PARTNER WILL ENSURE EFFFECTIVENESS AND REACH ABILITY

IF WE LOOK AT THE LOCAL MEDIA

LANDSCAPE

76.5% Reach

Google AdPlanner December 2010

69% Reach

2 PLAYERS ARE WAY AHEAD

FOLLOWED BY SMALLER SITES:BLOGSPOT 21.9%TWITTER 11.4%SULIT 10.2%

DO WE HAVE A LIFT IN SEARCH WHEN USING DISPLAY ?

ONE OF THE MOST OFTEN ASKED QUESTION ON THE MEDIA MIX

WHAT ABOUT OFFLINE VERSUS ONLINEDO WE HAVE COMPLEMENTARY EFFECT?

Laurent GOIRAND – lgoirand@netboosterasia.com ‐ Netbooster Asia Inc. ‐ 2010 Source: “Actionable analytic” Razorfish

CONVERSION RATE INDEX

IF MEDIA CHANNELS INTERACT TO INFLUENCE CUSTOMER BEHAVIOUR,

ARE WE SURE THAT WE CORRECTLY ATTRIBUTE SALES TO THE GOOD CHANNEL?

COMMON BELIEVE:100% OF THE CREDIT FOR A CONVERSION

IS GIVEN TO THE LAST CLICK

NICHE SITES CAN BE THE STARTING POINT WHICH LEAD TO A CONVERSION

Source: “Actionable analytic” Razorfish

HOW TO BE ABLE TO GO AT THIS LEVEL OF DETAILS ?

GETTING THE RIGHT TOOLSADSERVING PLATEFORM WITH STRONG

ANALYTICAL CAPABILITIES

EXAMPLE MEDIAMIND

PLAN CAREFULLY YOUR CAMPAIGN

CONSIDER ALL CHANNELS FROM SEO, TO SEARCH AND DISPLAY

ALWAYS KEEP IN MIND YOU ROI TARGET

THANK YOU

LAURENT GOIRANDCEO, NETBOOSTER ASIA

LGOIRAND@NETBOOSTERASIA.COM

search marketing, find the good media mix

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