Ready, Aim, FireOnline Marketing Campaign

Planning & Management

Mark Sceats & Chris Adams

RTONZ Online Marketing Program Facilitated by: Miles Media

RTONZ Online Marketing ProgramCapabilities & Benchmarking

Program Facilitated by:

Session Summary

1. The role of search marketing2. Have a plan & budget3. Integrate with offline campaigns4. Selecting an agency5. Research & preparation6. Managing & refining campaigns7. Tracking & reporting

Travel Information Sources Used

Time Researching before Purchase

The Importance of Search

Display

Search

Search Marketing

SEO

Paid Search

Search Marketing

Develop a Plan

• Your website is likely to be your flagship visitor information office

• Define clear objectives (SMART)

• Work backwards (from what want to achieve)

Clear Campaign Plans

Clear Campaign Plans:

Media Use & Ad Spend Mismatch

Gap between ad investments and media consumption

Missed Opportunity

Why Are Businesses Spending More on Search?

Because it works!

Budgeting

• How much should you spend on search?

• 30% - 60%, dependingon objectives(branding or direct response)

• Not enough is spent on SEO

Integrate Search With Offline Media

Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.

37% of online search users are driven to search as a result of a TV ad

30%

17%

20%

Media channels work together: 67% of online

search users are driven to search for information by an

offline channel

Impact of TVC on Search

Selecting an Agency

• Options– Traditional agency– Digital agency– Specialist search agency

• Questions to ask

Selecting an Agency

• What they need from you• Remuneration models• Beware the cowboys

Understand Your Business, Marketing Goals, the Competitive Landscape

Determine Best Strategies: SEO, Paid Search, Display Advertising

Implement Campaign, Optimize, Monitor, Test, Report & Analyze

Research & Preparation

The Value of Organic Search

Organic results get about 70% of all

clicks

Importance of Top Rankings

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

1 2 3 4 5 6 7 8 9 10 11+

% of Clicks in Natural Search Results

Key Points:

Page 1 results get 89% of clicks

#1 gets 4 X more than #2

Site structure/architecture• Ensuring site can be readily accessed &

crawled by search engine spiders.

Content• Ensuring appropriate content is present in

the right amounts & in the right places for search engines to index & readily interpret.

Links• Enhancing a website’s reputation by

securing inbound links from thematically relevant and authoritative sites

. . .

Cornerstone principals of SEO

Pick the Right Keywords

Keyword phrases

Focus –only 1 or 2 primary KW per page

Selection Criteria:• Relevance

• Audience Relevancy• Page Relevancy

• Demand• Competition

Invest in Good, Relevant Content

1. Useful ContentOther relevant sites will want to link to this content if because they think it worthwhile

2. Informative and OriginalIf your intended audience likes it, then the probability is that search engines will too.

3. Frequently UpdatedIf pages are updated periodically with new content, then search engines and site visitors will keep coming back for more.

Link Building

• 60 +% of SEO success depends on it• A long hard slog• Great content makes it easier• Caution! Google hates link manipulation

Link Power

SEO Payback

• Following SEO work website rankings improved• This resulted in organic search traffic volumes growing.• In June traffic from organic search was more than two and a half times

greater than in Jan.

Paid Search Planning & Setup

• Define KPI metrics and budgets• Keyword Research• Campaign set-up • Ad Copy Writing• Landing page development• Tracking URLs• Bid Strategy Development

Precise Geographic Targeting

• Campaigns can be hyper local• Polygon or radius based targeting

Keyword Inflation

• As competition increases having smart bid management strategies is essential to maximise ROI & not waste money

• This is the value a specialist search marketing agency with expertise in paid search brings

Content Network Remarketing

Unique ads on Content Network show only to previous visitors to your site based on their past interactions on your website

On Display Network sites, visitors are targeted with a specific message relevant to their past behavior on network or past visit to the destination site.

Managing & Refining Campaigns• Not set & forget!• Continual process of review & optimisation• PPC• Test different bid strategies• Split test ad creatives based on clickthrough rate and

conversion performance• Split test / multi-variate test landing pages

• SEO• Tweaking on-page SEO• Optimising new pages• Link building, link building, link building

Data Driven Campaigns

$4.20 $4.17 $4.01 $3.95

$3.48 $3.31

$3.00

$3.50

$4.00

$4.50

Week 4 Week 6 Week 7 Week 8 Week 9 Week 11

Average Cost Per Conversion

37%32% 31% 26% 24% 21%

10%

20%

30%

40%

50%

Week 4 Week 6 Week 7 Week 8 Week 9 Week 11

Lowest Landing Page Bounce Rate

Continually test and refine campaign elements based on analytics

Conversion Optimisation

• Why is Amazon so successful? • Because they invest as much time and money

improving conversion rates as they do building traffic.

• Small improvements in conversion rates can produce huge impacts on your bottom line.

Landing Page OptimizationTargeted landing pages are developed & tested.

Test A41% Bounce Rate

71% Conversion Rate

Test B38% Bounce Rate

89% Conversion Rate

Test C27% Bounce Rate

121% Conversion Rate

Test D24% Bounce Rate

114% Conversion Rate

This A-B-C-D testing above led to a 85% lift in campaign performance.

Campaign Tracking & Reporting

• Benchmark• Test, Measure, Learn, Improve• Challenges:• Analytics mis-configuration• Different tools, different measures• Last click attribution• Need to add tagging code• Offline conversion attribution

• Measure the important stuff

Clear, Actionable Reporting

Campaign Measures

• Traffic• Engagement• Goals, Conversions or ‘Signals of Intent to

Travel’

Traffic & EngagementTraffic1. Clicks or Referrals2. Visits3. Page Views

Engagement

Core: 1. Time on Site – above XX minutes per visit. 2. Page views per Visit – above XX pages per visit. 3. Bounce Rate – bounce rate of campaign landing page(s).4. Bounce Rate – bounce rate of site’s home page overall.5. Bounce Rate – overall bounce rate of all traffic to site.6. Facebook Likes

Additional: 1. App download2. Other Social Media referrals or interactions3. Optional (via Quantcast) – “People” by market & demographic profile.4. Other custom traffic or engagement measures appropriate to RTO and/or Campaign

Goals (S.I.Ts)

The Goals or “Signals of Intent to Travel” are a set of important “success events” that indicate strong interest in the destination and specific trip planning activity..

Core: 1. Deals views – view of any deal detail page on the site,2. Listing detail page – view of any detail page for accommodation or activity3. Visitor Guide(s) order – complete the order page, 4. Email(s) sign up form: completion of email sign up form5. Event Listing page – view of event detail page

Optional: 1. Booking information – review pricing & availability or related detail page2. Booking confirmation page3. Contact Detail Information4. Dining Listing page – view of detailed page for dining5. i Site request form – completion of any of the I Site enquiry forms6. Others that could be added based on feedback or specific campaigns7. Other custom goals or conversions

www.mywebsite.com/campaign1

http://www.mywebsite.com/campaign1?utm_source=TwitterEvent01

URL Shortener: http://bit/ly/cIUCI3

Campaign Tracking Codes

1. Create a tracking code for each platform or campaign.2. Use a url shortener to create a social media linkWeb Address of Campaign Landing Page:

Web Address with Tracking Code:

Takeaways1. Ignore search at your peril2. Essential to develop a plan3. Budget adequately4. Chose an agency with care5. Organic search traffic is not free6. Content is King. Links are Queen7. Conversion optimisation is essential8. Measure the important stuff. Learn. Improve

Resources & Links• Workshop Materials & Resources @ www.RTONZ.org.nz

• Google Guide to Hiring an SEO Firm: www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

• Google SEO Starter Guide: www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

• SureFire Search: www.surefiresearch.com

• SEM 360: http://knol.google.com/k/chris-adams/seo-360/37x2jyc3aqmqg/4#

Program Facilitated by:

– Recognised as one of NZ’s leading SEM agencies • Won the Marketing Association Award: Best Use of

Search Engine Marketing for TVNZ.– Operating for over 9 years & specialises in SEO,

paid search, web analytics & related services. • A Google AdWords Qualified Company

– We deliver results• Get more from your search spend• Conversion focus• Relentless pursuit of ROI

Contact Details

• Mark Sceats• SureFire Search Ltd• www.surefiresearch.com• marks@surefiresearch.com• 09 356 4623