@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

#SMX #14B

Tad Miller

@jstatad

Maximizing Enterprise SEM

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH-MOJO.COM@searchmojo

OUR HISTORY WITH MAZDA USA

• 5 Years

• 30,000,000 + Clicks

• Generated hundreds of thousands of Quote Requests

• Grew the budget over 265% in that 5 years

• Worked for 5 different agencies

Winner of the 2008 JD Power Automotive Online Marketer of the Year

THE GARAGE IS A GREAT PLACE FOR AUTOMOTIVE PPC

• Search Mojo literally started in the room above my Garage in 2006.

• It was in that room in 2006 we began managing Mazda USA SEO and later in 2007 that we began managing Mazda USA PPC.

WE GOT OUT OF THE HOUSE…

THE AGENCY BUREAUCRACY

THE MAZDA REVOLVING DOOR

• With attrition it’s hard to tell the players without a program…the only consistency over 5 years was us.

We reported to all of these people over 5 years

THE PROBLEMS WITH ENTERPRISE PPC

• Serving many masters– Internal Departments

• Legal, Marketing, Branding, IT, etc.

– External Agencies

• Lack of Communication between Silos

• Lack of Understanding of the Ad Medium– “Media Buy” mentality– “Push media” vs. “Pull media”

THE ENTERPRISE PPC ENEMY - HIPPOS

• They make the decisions• Opinion/Ego based• Not based on data or

facts

Highest Paid Person’s Opinion--Avinash Kaushik

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KEYS TO ENTERPRISE SEM SUCCESS

KEYS TO ENTERPRISE PPC SUCCESS – BUILD TRUST

• Build Trust– We earned Mazda’s trust by doing SEO for

them first– Deliver results– Give them data that shows them how

they are saving money• Cost Per Conversion Savings• Cost Per Click Reductions• Get more clicks for the same amount of budget• Shoot down costly “ideas” from Search Engine

Reps that don’t deliver ROI

KEYS TO ENTERPRISE PPC SUCCESS – DON’T MAKE DECISIONS

• Take your direction from the massive amount of customer PPC search and conversion data at your disposal

KEYS TO ENTERPRISE PPC SUCCESS - BEING DATA-DRIVEN

• Mazda drank the “Analytics Kool-Aid” early– Established Key Performance Indicators

(KPIs) and surveys to see which KPIs impact purchase

– Willingly surrendered control to searchers and customers to determine what works (more importantly what doesn’t work)

– Had a willingness to test and accept the results

KEYS TO ENTERPRISE PPC - FOCUS ON THE FUNNEL

• Low Funnel Shopping KPIs for the Ready to Buy

• Mid-Funnel KPI to get in the consideration set

• Upper funnel KPIs – “Hey we exist”

• Hard to justify spending budget on upper funnel keywords like competitor trademarks when budget is need for the ready to buy

Mazda 3 Invoice Pricing

Mazda 3 Dealers

2012 compact cars

New compact car finance offers

Compact cars

Honda Civic

THE FUNNEL MIGHTIER THAN THE HIPPO?

• Getting Buy-in on the “Funnel Strategy” is vital

• What delivers the best low funnel conversion volume?– It gets fully funded budget– It gets the highest bids

• The Funnel determines priority – Creates “Sacred Cows” that HIPPOs will yield to

• Data-driven Execs want their ideas tested – but they don’t want to jeopardize results on the best performers

KEYS TO ENTERPRISE PPC SUCCESS – YOU DON’T WIN ARGUMENTS…

• Don’t argue with Executives or Agencies – Let the data do the arguing for you

• Insist on testing ideas from up above

• Keep the results in a ready spot…You will need them again, and again and again…

KEYS TO ENTERPRISE PPC SUCCESS – BE A HISTORIAN

• When you outlive all of the executives and agencies you start over again with the replacements

• Be prepared for the same old bad ideas. Carry the equivalent of a Batman Utility Belt for Analytics Reports

• You can usually stop the bad ideas in their tracks and not get diverted from the tactics that produce results

SEARCH-MOJO.COM@searchmojo

SITUATIONS TO PUT THE KEYS TO USE

Uhhhhh…Yeahhhh. We’re going to need you to change a few things.

Mmm’ kay?

I’VE HEARD SOME GOOD ONES…

I want our ads to show for a search on

“Spirited”

Those keywords don’t fit with our “Brand Guidelines”

This doesn’t say Zoom-Zoom to me.

I know the conversions are great, but I just care

about Impressions

What do you mean our Quality Scores will be low advertising on

competitor trademarks?

Don’t call it a Hatchback. It’s a “5-door”.

I don’t care what it costs I want…

What do mean? Thousands of people call us “Mazada” when they search? What’s next “Mooz-Mooz-Mooz?!”

Oh Boy. Here it

Comes…

I was up late last night and searched for___________ and our ad didn’t

show…

More Emotion!

I want an AdGroup about our Flag

DEALING WITH THE “BRANDERS”

“Fun to Drive”

“The Emotion of Motion”

“Spirited”

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FEELINGS

Write a 25 Character Headline That Makes Me Feel Like This:

NOW CONVEY “EMOTION” IN AD COPY!

• With Nagare as a basis for creativity and exploration, Mazda's approach is now evolving. The underlying design philosophy for the next generation of Mazda cars is adding the power and beauty that one sees in the instantaneous movement of animals or humans. This is the form displayed in the moment motion begins – for example, the instant when a cheetah pounces on its prey, or the moment of a sword strike in the ancient Japanese martial art of kendo. It is this moment where accumulated force is released that contains the most finely-honed balance of strength and streamlined beauty. It is in this instant – which requires maximum concentration – that we feel instantaneous power, speed, a dignified tension, a sophisticated beauty.  It is, in its way, highly seductive.

• Now put that in a 25 character headline and two 35 character description lines and SELL! SELL! SELL!

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LET’S GET OUR CREATIVE PEOPLE ON THIS PPC THING…

BRAND VS. RELEVANCE IN AD COPY

• We gave the “Branders” and “Creatives” all the rope they wanted and tested our ads that emphasized the keyword searched vs. ad copy that said things like:

“Rip the road a new pot hole anywhere you please”• Our Findings: Unless creativity and cleverness is

rewarded by the searchers with higher click through rates – which it almost universally is NOT – Relevant and seemingly dull usually performs much better with Click Through Rate and Conversion performance

• Tag lines don’t work• “Zoom Zoom” is wasted space in ad copy

SEARCH-MOJO.COM@searchmojo

HOW YOU WANT TO BE SEEN AND WHO YOU ARE…

BRAND VS. REALITY

• Sometimes what you want people to call your product and what people actually call it are two different things

MAZDA3 5-door Mazda 3 Hatchback

Vs.

SAVING THE HATCHBACK

• Brand managers and copy writers were appalled that we would call the car a “Hatchback” -– “Brand Guidelines”

• Reality: almost 2000% more search for “Hatchback” over “5 door”

• Used the same memo twice in 5 years to save the word usage on ads and pages

SEARCH-MOJO.COM@searchmojo

RUN YOUR RACE, NOT SOMEONE ELSE’S

FOCUS ON THE COMPETITION

• All of my clients are obsessed with their competitors

• Mentality – spend anything in Advertising to squash competitors. But won’t spend a dime to improve sites, CRO, or landing pages

• “Conquesting” – Bidding on competitor names or product names

• Keeping “Focus on the Funnel” allowed us to maintain budget on tactics that work better long term

SEARCH-MOJO.COM@searchmojo

SOMETIMES THE RULES DON’T ALLOW IT

WHEN ALL ELSE FAILS USE “THE FORCE”

• At some point you are going to have to use “the dreaded Q-word”

• Educate on Quality Score concepts for those stakeholder “pet projects” that aren’t working

• Highly recommend “Quality Score in High Resolution” by Craig Danuloff

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CONTACT

Tad Millertmiller@search-mojo.com800-939-5938 x 102

Twitter: @JstaTad @SearchMojo

Facebook: www.facebook.com/SearchMojo

THAT’S THE END!