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UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS

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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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slide1

UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESS

Bill Barnes

VP, Business DevelopmentMediative

slide6

User Behavior

Search is…

The connection between intent and content

slide7

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

slide8

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

slide9

User Behavior

The 5 foundations of Search Marketing:

Right Message

Right Person

Right Place

Right Time

Right Experience

slide14

Search Behavior: Search Patterns on Major Engines

Google

Live

Yahoo

Source- Eye Tracking II: Enquiro

slide15

User Behavior

Search is…

The connection between intent and content

slide16

User Behavior

Search is…

The connection between intent and content

Intent = Keywords

slide17

Semantic Mapping in Search

Consumer Reviews

Nikon

Reviews

5 Megapixel

Testimonials

SLR

Canon

“Digital Camera”

Kodak

Sony

Small Size

Easy to Use

Digital Camera

slide22

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
slide23

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
slide25

How Important is the Area of Greatest Promise?

Enquiro Microsoft Ad Relevance Test

slide27

User Behavior

Search is…

The connection between intent and content

Intent = Keywords

slide33

3 Keys to SEO

  • Content
  • Content
slide34

3 Keys to SEO

  • Content
  • Content
  • Content
slide35

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

slide36

Content is…

  • Articles
  • Blogs
  • Corporate Info
  • Images
  • Video
  • Press Releases
  • Podcasts
  • Webinars
  • Whitepapers
  • Microsites
  • Promotions
slide41

3 Keys to SEM

  • Test
  • Test
  • Test
slide42

3 Keys to SEM

  • Test

You’re your targeting

  • Test

Your ad copy and landing pages

  • Test

Keep testing

slide43

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
slide44

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)
slide45

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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