sema 2011: "driving business with search engines" | automotive marketing

© 2010 Levelwing. All rights reserved | www.levelwing.com

Hi.

© 2010 Levelwing. All rights reserved | www.levelwing.com 2

presentation available at: www.levelwing.com/sema/20SearchTips [email protected]


“Data is the most consumed product and it affects all others.”

- Eric Schmitt 5 exabytes

(5.0x10ˆ19) = all info created

through 2003 5 exabytes created

every 48 hours


In 1993 __________ pages existed on the worldwide web.1

1United Nations Data, 1994 2Google, October, 2011

Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2

50

354,000,000


= “I want”


“I want”


Complimentary Strategies


Source: Jakob Niellsen, 2010

Tip 1: Start with the right content

Quality Words

Engaging Fresh


Tip 2: Call things what they are

“Honey, I’m going to Meineke for some

steering and suspension services.”

“Honey, I’m going to Meineke to get my

alignment checked.”


Google Insights For Search

alignment

steering and suspension


Gateway Page

Flash Content

Missing Title Tags

Missing rich HTML text

Tip 3: Build for search engines

Site Loads Slowly


Tip 4: Use keywords in title tags

•  Should be unique for each page •  Should be concise and explain page content •  Typically have 66 characters

K&N High Performance Air Filters, Air Intakes, & Oil Filters


Tip 4: Use keywords in title tags


Tip 5: Use keyword-rich meta description

160


Win/Lose decided here


Tip 6: Use keyword-rich urls

brake repair

????


Tip 7: Use alt image attribute & name image

jl_knw_sidepromo_placeholder1.png


Tip 8: Use keyword-rich anchor text


Source: Jakob Niellsen, 2010

Tip 9: Arrange content for scanning


Users

Advertisers Search Engine

What is Quality Score?

Quality Score or Quality Index balances ecosystem

Ranked on a 1-10 scale (10 = best)

Higher quality score usually means higher position and lower CPC


What Influences Quality Score?

QS Click-Through Rate

(CTR)

Ad Relevancy

Keyword Relevancy

Landing Page Quality

Historical Performance

Other Relevancy

Factors


What Does Quality Score Influence?

QS

Eligibility

Position

Price

Above Organic Results


Tip 10: Build organized foundation •  Organize “Campaigns” within Account

•  5 or fewer unique keywords in an ad group

•  Minimum of 3 to 5 text ads/ad group

•  Minimum of 3 to 5 calls-to-action


Tip 11: Build negatives


Tip 11: Build negatives

meta http-equiv="Keywords" name="Keywords" content=“tom's of maine, toms of maine, natural personal care products, toms of maine products, tom's of maine products, natural care products, oral care products, choose cruelty free, wind energy company, kate and tom's of maine, certified organic products, tom, toms, kate and toms, tom's of maine, toms of maine, maine products, toms products, tomsofmaine"

(ADD these as negative keywords)


Tip 12: Check different locations


Tip 13: “Broad” match is for head terms

Phrase & Exact

Broad S

earc

h Vo

lum

e

Generic Keywords Specific Keywords


Tip 14: Use Search Query Reports


Tip 15: Use Google Insights for Search


Web Search Interest: car battery

Tip 15: Use Google Insights for Search


Tip 16: Focus on off-page SEO

Source: Google & Bing via Danny Sullivan Interview, 2010

•  Grow quality links •  Do the socially respected share your content?


Tip 17: Test, fail quickly, syndicate


Tip 18: Create real accountability “Not everything that can be counted counts, and not everything that counts can be counted.”

-Albert Einstein.


Tip 19: Benchmark Benchmark Your Baseline Measurements Before Your SEM Campaign Begins •  Overall traffic by channel/keyword •  Search engine traffic •  Paid vs. organic traffic •  Conversions by channel/keyword •  Top traffic-driving keywords •  Top conversion-driving keywords •  Keyword rankings


Tip 20: Bottom line metrics trump all

ROI (best)

ROAS (better)

CPA/KPI (good)

Cost Per Action/ Key Performance Indicators

•  “Good” •  Initial optimizations

Return On Ad Spend •  “Better” •  Sales data layered in

Return On Investment •  “Best” •  Sales data with profit margin data •  Profitability/Best Customers


9/8/2011 – Google Buys Zagat

41


Local Search

42


Future of Search?

43


Why is this Important?

44

59% of online shoppers customer product reviews have a significant impact on their buying behavior

Source: Marketing Charts, 9/2011


Why is this Important?

45

on Yelp ratings…

Source: Michael Luca, 2011

= 9% revenue increase


Thank you.

Or: email: [email protected] phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com

sema 2011: "driving business with search engines" | automotive marketing

Automotive

quality score

jakob niellsen

rights reserved

maine products

google insights

keywords

maine

levelwing