yahoo! search marketing presentation

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Presented For: TCAAN Annual Conference

Presented By: ADINA ZAIONTZ

From Clicks to Conversions Using Search Marketing to Drive Targeted Traffic and Build Your Brand

Yahoo! Proprietary and Confidential. © 2007 All Rights Reserved

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

SEO: Search Engine

Optimization

Search Marketing Tools - PPC

1

2

3

4

5

6

2 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Are consumers finding my client easily

with a web search?

Where is my client appearing

in search engines?

3 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Goal: learn how we went from this:

Page 3, #31-

Where is my client appearing

in search engines?

4 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

To this: page 1, #2

Without ever hiring a programmer

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

Search Marketing Tools - SEO

Search Marketing Tools - PPC

1

2

3

4

5

6

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

If you build it, they will come…

Only in Your Dreams…

7 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Your client’s front door is only as good as the number

of people who walk through it

To walk through…

they have to find the door

8 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

What is the difference between Search Marketing and

other forms of advertising?

Search – Pull Marketing Traditional – Push Marketing

CUSTOMER CUSTOMER

Your customers are searching for

you. You don’t have to look for

them.

Online media is a more

“interactive” way to

reach your audience.

Traditional media is a passive

way to reach your target

audience.

9 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

22%26%

2%4%

17%

5%

35%

12%

21% 21%

6%

2%

25%

3%

Time Spent

Ad Spend Opportunity

Knocks

The average person

consumes 15% of their media online.

When using

Broadband, the

number jumps to 25%.

Media Consumption vs. Advertising Dollars Spent

Network Cable Radio Magazine Newspaper Internet Other

Source:

Time Spent SRI Knowledge Networks, Spring 2005

Ad Spend TNS AdSpender 2005

Areas of

inefficiency

Areas of

opportunity

Leverage the

Disconnect!

Search Industry Landscape 5

10 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Most Cost Efficient Channel

Average Cost Per Customer Acquisition

Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” October 2006

$8.50

Search Yellow

Pages

Online Display

Ads

E-mail Direct Mail $0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

$70

$20

$50

$60

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

Search Marketing Tools - SEO

Search Marketing Tools - PPC

1

2

3

4

5

6

12 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Canadians love the web!

3 out 4 Canadians

are online

They are online

on average 80

minutes a day

13 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Search Engine Statistics 2007

93% of all Internet traffic is generated from

Internet search engines.

99% of Internet searchers do not search beyond

the top 30 results.

Top 10 positions receive 78% more traffic than those

in positions 11-30.

93% of global consumers use search engines

to find websites.

Source: Forrestor Research, 2006

14 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Global Search Statistics 2007

Over 60% of search engine visitors use at least two

different search engines.

Searcher behaviour varies on different search

engines.

Source: TShe 'Search Landscape' , Search Engine Strategies UK , 2007

15 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Canadians use search to make purchase decisions

Canadians perform more than 90

million searches a day.

78% of Canadians online will use

search engines to research online

and offline purchases.

27% of those who researched

product information online.

45% of those who searched for

product information online still

purchased via offline retail.

Source: ComScore qSearch, Canada All Locations, October 2007 to January 2008

2,300

2,400

2,500

2,600

2,700

2,800

2,900

Oct-07 Nov-07 Dec-07 Jan-08

Se

arc

he

s (

MM

)

16 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Being on the front page of

search results is vital

62% of search engine users don’t look past the 1st page of results.

23%

39%

9% 10%

19%

Only a

few

First

page

First 2

pages

First 3

pages

More

than 3

pages

Search Engine Users – Rarely go beyond the first page of results

Source: iProspect April 2006

3 Searcher Behavior

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

Search Marketing Tools - SEO

Search Marketing Tools - PPC

1

2

3

4

5

6

18 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

How do search engines work?

19 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

1. New web site is posted, linked to, or has its content

altered

20 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

21 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Page 1, #1 under “hotels halifax”

22 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

2. SE’s spiders crawl the page

23 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Skims text, image descriptions, meta data, page titles,

and URL

24 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

How a Search Engine Crawler Sees the Valhalla Inn site

25 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

How a Search Engine Crawler Sees the Prince George Hotel Site

26 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

3. Index key terms, count word frequency

hotel Thunder Bay

Spa Inn

27 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Follow links, count links in (backlinks), links out, and links within site

28 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Links within site: make page more crawlable – Valhalla Inn

29 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Backlinks: show relevancy to search engine

Backlink summary for Valhalla Inn

30 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Backlinks – use your local network to your advantage

Backlink summary for Prince George Hotel

31 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

4. Search Engine Assigns Weight Algorithm

This Page

Other Pages

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing and SEO

Search Marketing Tools - SEO

Search Marketing Tools - PPC

Other Search Marketing Tools

1

2

3

4

5

6

7

33 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

organic listings

paid listings

paid listings

paid listings

Where are paid/ organic listings located?

34 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

PPC

PPC

PPC

SEO/ SEM

organic listings

paid listings

paid listings

paid listings

Pay Per Click Vs. Search Engine Optimization

35 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

If “organic” listings are free, we’d be better off there, right?

Studies show that when a paid listing is displayed beside an organic listing in the

Search Engine Results Page, this is a seal of approval for most searchers.

2. May require changes to the website which

can require programming, and be time

inefficient and costly.

Pay-Per-Click (Paid listings) SEO (Organic Listings)

1. Need Immediate Results. A basic campaign

can be up and running and driving visitors to

your web site in a matter of hours.

2. Flexible in changing campaigns to work with

existing website.

Vs.

3. Does Not Guarantee Top Placement. 3. Searchers are more prone to click on top

paid listings as opposed to organic listings.

Best of Both

1. Takes longer to optimize for organic search

listings. It can also take a lengthy amount of

time to be indexed.

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

Search Marketing Tools - SEO

Search Marketing Tools - PPC

1

2

3

4

5

6

37 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

5 Steps to Improve your SEO

o Make Your Page Crawlable and Search Engine Friendly

•Spider turn offs: Flash, AJAX or sites where much of the content sits behind a user registration firewall

o Links

• within site

• outbound: the amount of sites you link to

• backlinks: the amount of sites linking to you

• authority of links: .gov or .edu domain sites linking to you

o Content

• # crawlable pages

• site architecture: site maps

o Keywords

• Long tail search: The more specific the better (i.e., “pizza”, vs. “croation pizza with anchovies”) – result in higher relevanc searches for your niche

• keywords in titles, metatags, and throughout site text.

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Today we’ll cover

Why Search Marketing?

How Canadians are using

search

Search Engine Basics

SEM: Search Engine Marketing

Search Marketing Tools - SEO

Search Marketing Tools - PPC

1

2

3

4

5

6

39 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

How Paid Search (Pay Per Click)

Marketing Works

40 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

41 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

How does PPC work?

vacation packages

Hotels at The Travel Agency Book your hotel here. Save 40%

on hotels at The Travel Agency.

www.thetravelagency.com

The Travel Agency’s ad

may appear in the

search results page.

The Travel Agency

pays only when its ad is

clicked. This method is

called Pay-Per-Click.

A potential customer

types in the keyword

“vacation packages” in

the search browser.

42 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Getting Started with Paid Search

43 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Yahoo Sponsored Search

1.Target Customers by Geographic Location Display your ad to

customers throughout the entire market, or select specific

regions or cities.

2.Choose Keywords Related to Your Business Enter words or

phrases related to the products and services your business

provides.

3.Tell Us How Much You'd Like to Spend Specify your daily

spending limit and maximum bid.

4.Create Your Ad Write the ad that will be displayed to

prospective customers.

5.Activate or Save Your Ad Review your ad and activate it by

entering your billing information, or save it until you are ready to

activate.

44 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

1. Target Customers by Geographic Location

•Select entire

US and

english

speaking

Canada

OR

•Select

specific cities

and/ or

provinces

45 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

2. Choosing Keywords: start with what’s already

on your website

1. Choose Keywords

Hotels

Destination Guides

Cruises

Travel Deals

Vacation Packages

Flight Deal

Las Vegas

2. Create Ad

Hotels at Travelocity

Book your getaway here. Save on

Hotels Anywhere, Anytime.

www.Travelocity.com

Title/ Heading

Description

URL

3. Set Your Bid Price

52 cents per click

46 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Ford dealer Toyota

dealer

GM dealer

Honda dealer

Lexus dealer

green car 4-door 4 wheel-drive

SUV hybrid moon roof electric

car special offers Ford hybrid

Toyota hybrid Lexus hybrid

Honda hybrid

47 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

green car 4-door 4 wheel-drive

SUV hybrid moon roof electric

car special offers Ford hybrid

Toyota hybrid Lexus hybrid

Honda hybrid

48 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

49 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

About

Ford Escape Hybrid SUV

Ford Escape Hybrid exterior

Ford Escape Hybrid accessories

Ford Escape Hybrid options

Buy

purchase Ford Escape Hybrid

Ford Escape Hybrid sales

buy Ford Escape Hybrid

Ford Escape Hybrid for sale

Price

Ford Escape Hybrid pricing

Ford Escape Hybrid quote

Ford Escape Hybrid lease

Ford Escape Hybrid finance

Managing your Ad Groups

50 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Build

design Ford Escape Hybrid

customized Ford Escape Hybrid

custom Ford Escape Hybrid

build Ford Escape Hybrid

Test Drive

Ford Escape Hybrid road test

test drive Ford Escape Hybrid

test drive Escape Hybrid

test drive 2008 Escape Hybrid

Photos

Ford Escape Hybrid pictures

Ford Escape Hybrid photos

Ford Escape Hybrid pics

Managing your Ad Groups

51 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Campaign

Ad Group

Keywords

Ad

Ford Escape Hybrid 2008

Ford Escape About

Ford Escape Hybrid SUV

Ford Escape Hybrid exterior

Ford Escape Hybrid accessories

Ford Escape Hybrid options

Ford Escape Hybrid

The Most Fuel Efficient SUV On

The Planet. With No Compromise.

www. Ford.ca

Structure at a glance

52 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

3. Set bid amount and daily budget

•Select daily spending limit - $5 - $50

•Questions to ask yourself:

o What are my profit margins?

o How much do I want to pay for every lead?

o What kind of conversion goals do I have?

o How much “mad money” do I have to experiment with?

o My tip: start with a small campaign until you get comfortable with the process

•Cool tool:

o Cost per Customer Acquired Calculator

o http://www.roi-web.com/calculator.shtml

53 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

4. Create your ad

•Made up of title, description and URL

•40 character limit: title

•70 character limit: description

•Tips:

oConcise and factual

oPrecise

oNot salesy

oStrong call to action

oURL should take people back to URL related to

keywords

54 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Hotels at The Travel Agency

Book your hotel here. Save up to 40%

on hotels at The Travel Agency.

www.thetravelagency.com

Super Hot Savings

Hot deals on all 4 star ratings!

Click here for savings!

www.thetravelagency.com

hotels

More Relevant Relevant

With so many advertisers out there, what determines my ad

ranking?

55 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

6. Track results and test! A tale of two ads with different

copywriting

56 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

6. Track your results – Daily performance report

57 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

6. Track your results – keyword performance

58 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Track clicks by geographic source

59 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

6. After the click - Tracking your results – Other Tools to Track

Conversions

•Yahoo “Full Analytics” Analytics tool

OR

•Conversionruler.com

•ClickTracks.com

•WebTrends PRO

60 Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Why Add Search to Your Service Portfolio?

•Put your client where their customers can find them.

•Low cost marketing service “staple” and steady

stream of income

•Relatively easy to administer OR have Yahoo!

manage campaigns for you

•Get analytics and learning that drive subsequent

campaigns

• If they're not getting it from you, they may be

getting it somewhere else.

•Position yourself as technology solutions leader for

your clients.

Yahoo! Search Marketing Proprietary and Confidential. ©2007 All Rights Reserved

Contact :

adina@yahoo-inc.com

ca-advertise@yahoo-inc.com

SMB search site: http://tinyurl.com/4nk8ev

Q u e s t i o n s ?

THANK YOU