paid search and web analytics - seo part 2
DESCRIPTION
This session follows on from the Search Engine Optimisation (SEO) presentation (also available here). It covers Paid Search (PPC - pay per click) advertising, and the use of web analytics for tracking, measuring and tuning website and advertising effectiveness. Michael Carney, Strategic Planning Director, Media Counsel, Auckland, New ZealandTRANSCRIPT
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Part 2: Paid Search and Web Analytics
Michael Carney,
Strategic Planning Director, Media Counsel
Author, Trade Me Success Secrets
Blog: http://mediacounselblog.co.nz
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2
80% Natural
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Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009
Data is based on four-week rolling periods (ending Oct. 3, 2009, and Aug. 29, 2009) from the Hitwise sample of 10 million U.S. Internet users.
Subject June 2008
Sept 2009
Year Over Year % Change
One word 32.42% 24.32% - 25%
Two Words 29.92% 23.55% - 21%
Three Words
19.24% 20.52% + 1%
4 Words 10.16% 13.69% + 35%
5 Words 4.60% 7.99% + 74%
6 Words 1.79% 4.30% + 240%
7 Words 0.96% 2.33% + 243%
8+ words 0.89% 3.35% + 376%
Longer search queries, 4-8+ words, have increased up to
+72% between June 2008 and Sept 2009.
Shorter search queries - those averaging one to two words long - have decreased up to -23%.
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Three Search Modes
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A. Browse
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Browsers more likely to respond to “natural” search results
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For Browsers: Focus on SEO
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B. B. Window ShoppingWindow Shopping
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Close to a purchase decision, but ...
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Descriptive Terms Work Well
BEST! CHEAPEST! REVIEW
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Try To Convert Them
** Limited Time Only
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C. Buy Now
70-inch Sony Bravia LCD TV
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They’re Ready To BuyTempt Them With Hot Offers
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• IAB New Zealand Online Advertising Insight Q3 2009• IAB Australia Online Advertising Expenditure Report March 2009
• IAB UK Fact Sheet: Online adspend - H1 2009
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M A R K E T M A T U R I T Y
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• Source: Comscore qSearch, Searches for August 2009
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209MILLION
Monthly searchers on Google Sites in New Zealand
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Clothing & Retailers(3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009)
Se
arc
h V
olu
me
Searches for Products
96%
3.7 millionopportunities to speak to customers in June 2009
Source: internal Google tools
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Inde
xed
Que
ry V
olum
e: J
an 0
7 =
100
Query Volume in Key Categories(weekly query volume index, New Zealand, Jan 07 =100)
Monthly Query Volume Growth(year on year, New Zealand)
Source: internal Google tools
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1 in 3 for:•Clothing •Entertainment•(incl Books)
1 in 2 for:
•Beauty & Skincare•Soft Homewares•Toys•Consumer Electronics•Furniture
2 in 3 for:
•Computers & Gaming
Total: 3,220 respondents (400 per category)Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09
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81%of internet users enter websites via a search engine
Source: Forrester Research Inc., “UK Internet User Monitor”
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7 Search Tips
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1. Watch The Clock
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Google Confidential and Proprietary 2222Source: Example only
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3. Use Long Tail Keywords
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4. Go Negative
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5. Think (Anti) Seasonal
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6. Words Really Matter26
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7. Use the free Google Tools
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• Keyword Tool • Search Query Performance Reports• AdWords Editor• Dynamic Keyword Insertion Tool
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Google Confidential and Proprietary 3
Am I creating effective content?
How do I improve site interaction?
How can I make my marketing campaigns more effective & accountable?
How are users engagingwith my site?
Where and why are visitors abandoning my shopping cart?
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Print Ad PR Mention
SearchCampaignLaunch
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Promoted Videos AdsAdvertisers bid on these positions
Organic “Natural” Search ResultsCost free; results are based on
YouTube ranking algorithm of relevance to search query