search marketing, find the good media mix

Laurent GOIRAND – [email protected] ‐ 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

CPL

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

SEO


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

Web



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

FIELD


TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS

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

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



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



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


NOW THAT WE KNOW ON WHAT

TO POSITION OURSELVES

IT S TIME TO ADVERTISE


ORGANIC RESULTS

PAID SEARCH RESULTS

WHAT IS PAID SEARCH ?


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

ROI


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

RON


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

RON

CONTENT NETWORK, RUN OF SITE


RELATIVE REACH OF EACH PLACEMENT STRATEGY

Laurent GOIRAND – [email protected] ‐ 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 – [email protected] ‐ 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

[email protected]

search marketing, find the good media mix

Business