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SEM: Highest ROI since …. News from the world of Search Engine Marketing. Are you a player in the hottest marketing strategy since:. Bill Cosby yelled at us to ‘get out of that Jello Tree’ Farah Fawcett passed her shampoo to all her friends Some little old lady was looking for some protein.

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Sem highest roi since l.jpg

SEM: Highest ROI since ….

News from the world of Search Engine Marketing

WebMama.com Inc. 2005 Web Design World 2005


Are you a player in the hottest marketing strategy since l.jpg

Are you a player in the hottest marketing strategy since:

Bill Cosby yelled at us to ‘get out of that Jello Tree’

Farah Fawcett passed her shampoo to all her friends

Some little old lady was looking for some protein

WebMama.com Inc. 2005 Web Design World 2005


Slide3 l.jpg

Why Search is HOT!

  • Pull Marketing

  • High ROI

  • Localization (yellowpages search)

  • Personalization (social network search)

  • More shoppers buying online via search – shopping engines

  • Google IPO

  • Revenue at Yahoo

  • MSN getting in the game

WebMama.com Inc. 2005 Web Design World 2005


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Much to Talk About

  • State of the Industry

  • Smarter Searchers/Smarter Results?

  • What is Search Marketing?

  • Contextual – are they just banners?

  • What does Search Marketing have to do with Web Design????

  • Where next?

WebMama.com Inc. 2005 Web Design World 2005


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Search Evolution – text-based ads

4Natural/Organic

4 Impression Based

4 Paid Inclusion

4 Pay-per-Click

WebMama.com Inc. 2005 Web Design World 2005





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Industry Update

  • 4000 visitors at SES Chicago

  • Carat Interactive largest buyer of PPC worldwide?

  • 42-47% of online marketing budgets spent on search

  • 2-5% of advertising dollars spent online

WebMama.com Inc. 2005 Web Design World 2005


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Cost per Lead Across Various Direct Marketing Methods

$12.00

$ 9.00

$ 6.00

$ 3.00

$ 0.00

$9.94

$2.00

$1.18

$.50

$.45

| | | |

Search e-Mail Yellow Banner Direct

Pages Ad Mail

Source: U.S. Bancorp Piper Jaffray, The DMA

WebMama.com Inc. 2005 Web Design World 2005


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Have we got all the Eyeballs already?

Running out of search impressions, running out of english-speaking searchers.

French speaking?

Spanish speaking?

WebMama.com Inc. 2005 Web Design World 2005


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Pieces of the Pie

WebMama.com Inc. 2005 Web Design World 2005


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State of Media Providers

  • Yahoo

  • Google

  • MSN

  • Others

WebMama.com Inc. 2005 Web Design World 2005


Smarter l.jpg
Smarter?

  • Searches are 2-3 words now

  • Searchers are using search boxes to find things they already know where to find

  • ‘ebay’ #1 search term

  • Getting used to seeing ads and not clicking on them, kind of like banners

  • Better organic results? Spam Busters.

  • Better targeted local results -yes

WebMama.com Inc. 2005 Web Design World 2005


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What is Search Engine Marketing?

Text-based online advertising

WebMama.com Inc. 2005 Web Design World 2005


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Google Adwords – Paid Search

WebMama.com Inc. 2005 Web Design World 2005


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Organic/Natural Listings

WebMama.com Inc. 2005 Web Design World 2005


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Content-Based Ads

WebMama.com Inc. 2005 Web Design World 2005


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Search Engine OptimizationNatural and Organic Results Visibility

  • More important than ever

    • PPC prices going up

    • 60% of people click on organic

  • Big companies are playing now

    • But only 10% of large B2B companies are ‘doing’ SEO

  • Competition is heating up

  • Consultants can charge more money for SEO services

  • Monthly Retainer

  • Changes don’t happen as often

  • Should Web Designers add it to their repertoire?

WebMama.com Inc. 2005 Web Design World 2005


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Fundamentals Don’t Change

  • Architecture

  • Linking

  • Technology

  • TITLE tags

  • Meta Tags

  • Content, Content, Content

WebMama.com Inc. 2005 Web Design World 2005


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Keyword Selection

Beware the CEO-ego!!

WebMama.com Inc. 2005 Web Design World 2005


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Legacy Terms vs New Markets

  • Choose Keywords that searchers search for 

  • Hard choices

  • Look at PPC conversions

  • Look at referral traffic and how far they get into the site

  • Look at wordtracker

  • Look at PPC traffic estimates

WebMama.com Inc. 2005 Web Design World 2005


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Challenges to Site Optimization

IT Opinions and Processes

  • They are not marketers

  • They should not control the lead generation on the website or for the company

WebMama.com Inc. 2005 Web Design World 2005


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FLASH

www.hp.com/music

WebMama.com Inc. 2005 Web Design World 2005


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Elements of Search Engine Marketing

  • Paid Inclusion

  • Pay-per-Click

  • Contextual

  • Behavioral

  • Shopping Engines

  • Local Search (IYPs, Guides)

WebMama.com Inc. 2005 Web Design World 2005


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Paid Inclusion

  • A must do

  • Cheaper (.20-.30c/click)

  • Critical to Yahoo rankings

  • Example – ‘management’

  • Leads to a more enticing result – better for lead generation

  • Makes Yahoo results more relevant

WebMama.com Inc. 2005 Web Design World 2005


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PPC

  • High ROI - 10x banners?

  • Costs are dropping on generic words and increasing on 2-3 phrases

  • Broad match is default on Overture and Google now

  • Conversion analysis is changing the way people bid

  • Bid Management important if budget is a concern

WebMama.com Inc. 2005 Web Design World 2005


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Branding

  • 12% uplift in Brand awareness with PPC ads – IAB report

  • Visitors are more likely to click another time

  • Lower Conversion rate

    • Different metrics for branding and awareness campaigns

  • Higher Cost for trademarks

  • Do you need to bid on your trademark?

WebMama.com Inc. 2005 Web Design World 2005


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PPC/SEO advertising is PULL Marketing

You aren’t beating people over the head to get them to click on your ad.

They are looking for you!

WebMama.com Inc. 2005 Web Design World 2005


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Contextual

  • Beating people over the head but softly

  • Shows up when content contains keywords in PPC campaigns

  • Does not convert as well

  • Prices will come down

  • B2B – does not seem to be useful

  • Aside: Syndication of Google results increases traffic by 60% but quality goes way down

WebMama.com Inc. 2005 Web Design World 2005


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Behavioral Pay-per-click

WebMama.com Inc. 2005 Web Design World 2005


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Shopping Engines

  • Google – froggle is free but not well used

  • Others are ppc / XML feeds primarily

  • Results show all competitors at same time

  • Examples

WebMama.com Inc. 2005 Web Design World 2005


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Local Search

  • Natural Search Results looking for local information

  • www.kelseygroup.com/conferences \

  • Amazon A9 example

WebMama.com Inc. 2005 Web Design World 2005


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Challenges with Search

  • Changing all the time

  • Limited inventory of impressions

  • Relevancy (IMHO) is getting worse

  • Spammers are winning – we need another Florida update

  • Affiliate marketing in SEM needs to be managed

WebMama.com Inc. 2005 Web Design World 2005


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Challenges of SEM/PPC

  • Lack of tools to make it easy for small business

  • Changing landscape

  • Hard to determine budget and spread out advertising at the same time

  • People aren’t using conversion tools

  • Large companies win at SEO

  • We are still in the pimple stage

WebMama.com Inc. 2005 Web Design World 2005


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What’s Next?

  • Higher quality local

  • Better Spam Controls

  • Best Practices and Standards

  • Yahoo integration with Overture

  • MSN PPC, etc

  • More portal functions from Google

  • And the next search engine is …..

WebMama.com Inc. 2005 Web Design World 2005


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SEMPO

Search Engine Marketing Professional Organization

Established to educate marketing managers worldwide on the value of search engine marketing.

Join us – www.sempo.org

WebMama.com Inc. 2005 Web Design World 2005


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Resources for Learning and Selling SEM

  • www.searchenginewatch.com

  • www.sempo.org

  • www.webmama.com

  • www.highrankings.com

  • www.marketingsherpa.com

  • www.emarketer.com

  • www.clickz.com

WebMama.com Inc. 2005 Web Design World 2005


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Thank you.

Barbara Coll

[email protected]

WebMama.com Inc. 2005 Web Design World 2005


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