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UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS. Bill Barnes VP, Business Development Mediative. WHO WE ARE. UNDERSTANDING USER BEHAVIOR. 5. User Behavior. Search is… The connection between intent and content. User Behavior. The 5 foundations of Search Marketing:

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UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESS

Bill Barnes

VP, Business DevelopmentMediative



UNDERSTANDINGUSER BEHAVIOR

5


User Behavior

Search is…

The connection between intent and content


User Behavior

The 5 foundations of Search Marketing:

Get the Right Message to the Right Person

In the Right Place at the Right Time and

deliver the Right Experience


User Behavior

The 5 foundations of Search Marketing:

Get the Right Message to the Right Person

In the Right Place at the Right Time and

deliver the Right Experience


User Behavior

The 5 foundations of Search Marketing:

Right Message

Right Person

Right Place

Right Time

Right Experience


Search Behavior: Search Patterns on Major Engines

Google

Live

Yahoo

Source- Eye Tracking II: Enquiro


User Behavior

Search is…

The connection between intent and content


User Behavior

Search is…

The connection between intent and content

Intent = Keywords


Semantic Mapping in Search

Consumer Reviews

Nikon

Reviews

5 Megapixel

Testimonials

SLR

Canon

“Digital Camera”

Kodak

Sony

Small Size

Easy to Use

Digital Camera



until I find you john irving”

Contentmatched intent


until I find you john irving”

Contentmatched intent


Personalized Results

  • Organic listings 3, 4 and 5 personalized

  • Study of 16 individuals

  • Tracked History from a previous session

  • Provided listings based both on past clickstream and assumed place in buying funnel


Personalized Results

  • Organic listings 3, 4 and 5 personalized

  • Study of 16 individuals

  • Tracked History from a previous session

  • Provided listings based both on past clickstream and assumed place in buying funnel



How Important is the Area of Greatest Promise?

Enquiro Microsoft Ad Relevance Test



User Behavior

Search is…

The connection between intent and content

Intent = Keywords





3 Keys to SEO

  • Content


3 Keys to SEO

  • Content

  • Content


3 Keys to SEO

  • Content

  • Content

  • Content


3 Keys to SEO

  • Content

    Create as much as possible

  • Content

    Unlock the content you haveShare it with the world through linking

  • Content

    Keep creating more


Content is…

  • Articles

  • Blogs

  • Corporate Info

  • Images

  • Video

  • Press Releases

  • Podcasts

  • Webinars

  • Whitepapers

  • Microsites

  • Promotions




3 Keys to SEM

  • Test

  • Test


3 Keys to SEM

  • Test

  • Test

  • Test


3 Keys to SEM

  • Test

    You’re your targeting

  • Test

    Your ad copy and landing pages

  • Test

    Keep testing


Paid Search Best Practices

  • Understand your target market

  • Attract a qualified audience

  • Coach the click

  • Allow visitors to convert in a way that is natural to them

  • Monitor performance to enable continuous improvement

  • Write ad copy to match intent

  • Use keywords (remember semantic mapping)

  • Test different ad copy

  • Landing Pages match the ad


Top 10 Mistakes…

  • Not understanding intent

  • Not using the same language as your target market

  • Basic optimization not done (SEO)

  • Landing pages too generic or not giving the user what they want.

  • No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)


Top 10 Mistakes…

  • Broadly defined ad-groups

  • Set it and forget mentality

  • Focused on click metrics instead of conversion metrics

  • Not doing day-parting and geo-targeting

  • Big 3 blindness


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