thinkla search 101: rpa
DESCRIPTION
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.TRANSCRIPT
SSEARCHEARCH MMARKETINGARKETING 101101SSEARCHEARCH MMARKETINGARKETING 101101
People Search People Search –– A LotA Lot
Why is SearchWhy is SearchWhy is Search Why is Search Significant? Significant? It’s How PeopleIt’s How PeopleIt s How People It s How People Research Products Research Products & Brands& Brands& Brands& Brands
So It’s One ofSo It’s One of…So It s One of …So It s One of the Best the Best Methods ofMethods ofMethods of Methods of Customer Customer AcquisitionAcquisitionAcquisitionAcquisition
Best marketers are usingBest marketers are using search to “close the loop” started via other media
How Search Engines WorkHow Search Engines WorkSearch engines run automated programs (aka “bots”, “spiders”) that crawl through billions of web pages following linksbillions of web pages, following links between those pages
As pages are crawled, data is collected about what content each containsabout what content each contains
Bots return to search engine and addmassive amounts of data to the index
Search engines analyze on‐page data (to associate keywords) and quality of “back links” pointing to each page (to gauge page popularity and authority)popularity and authority)
Searchers use keywords to look for information – search engines match up the keywords with indexed data and deliver thekeywords with indexed data and deliver the most relevant results
Sponsored Listings
Natural/Organic Listings
Two Major Types of Search Engine Marketing Two Major Types of Search Engine Marketing (SEM)(SEM)(SEM) (SEM)
Description It’s Great Because…
…But It Has Its ChallengesBecause… Challenges
Search Engine Optimization
Design, build and code a website so search engines easily find content
Site referrals (clicks) from natural search results are free of charge
Competitive, hard to predict
Requires understandingOptimization (SEO) Generate popularity of the site by
increasing quality inbound links
Listing displayed in the natural search results area
free of charge
Good long-term strategy – effectsoften last for years
of special techniques
Can require significant Web site coding, copywriting and design commitment
Paid Search (Pay-per-Cli k
Bid on placement in sponsored areas of search engine listings
Select keyword phrases and set
Allows for best control of listing placement & copy
Some keywords can be competitive; bidding wars can result in high
Click Search)
Select keyword phrases and set maximum bid amounts
Listing displayed in the sponsored results area
p py
Control what you pay (and budget)
Requires little Web site modification
gcosts
Expertise and bid management tools are criticalsite modification
Both Paid Search and SEO MatterBoth Paid Search and SEO Matter
KKEYEY SSEARCHEARCH TTRENDSRENDSKKEYEY SSEARCHEARCH TTRENDSRENDS
Key Trend: Searchers Get ImpatientKey Trend: Searchers Get Impatient
Key Trend: More Complex Keyword CombinationsKey Trend: More Complex Keyword Combinations
Key Trend: Several Popular Search EnginesKey Trend: Several Popular Search Engines
Key Trend: Search Marketing Growth Key Trend: Search Marketing Growth Contin esContin esContinuesContinues
Key Trend: Search Marketing Makes Key Trend: Search Marketing Makes Up Nearly ½ of Online Ad SpendingUp Nearly ½ of Online Ad Spending
Key Trend: Mobile Search Volume Key Trend: Mobile Search Volume Will Overtake Desktop SearchWill Overtake Desktop Search
Key Trend: Mobile Search Spending Key Trend: Mobile Search Spending Becoming BIG!Becoming BIG!
Key Trend: Key Trend: Search & Search & SocialSocialSocial Social
Key Trend: Search & Social Key Trend: Search & Social (But Many Think Personalized Search is (But Many Think Personalized Search is KindaKinda Creepy)Creepy)
PPAIDAID SSEARCHEARCH/PPC/PPC//
Sponsored Listings = Commercial IntentSponsored Listings = Commercial IntentSponsored Listings Commercial IntentSponsored Listings Commercial Intent
Major Search NetworksMajor Search NetworksMajor Search NetworksMajor Search Networks
Nearly 100% of searches covered!y
Paid Search Marketplaces are SimilarPaid Search Marketplaces are SimilarPaid Search Marketplaces are SimilarPaid Search Marketplaces are Similar
Advertisers “bid” a maximum cost‐per‐click for each keyword to show up in sponsored search results
Search engines consider each advertiser’s bid for each keyword plus the likelihood of searchers to click each ad to determine where to rank them
Other factors considered incl ding landing page “q alit ”◦ Other factors considered, including landing page “quality”
Ads are mostly text characters and are displayed above and alongside natural resultsalongside natural results
Additional links available for most popular ads
Ad ti d id hi h hi l ti th i dAdvertisers can decide which geographic locations their ads are served
Google Ad Ranking FormulaGoogle Ad Ranking FormulaGoogle Ad Ranking FormulaGoogle Ad Ranking Formula
SSEARCHEARCH MMARKETINGARKETINGSSEARCHEARCH MMARKETINGARKETINGOOPPORTUNITIESPPORTUNITIES
Mobile Search Mobile Search MarketingMarketing
Match Strategies to ObjectivesMatch Strategies to ObjectivesMatch Strategies to ObjectivesMatch Strategies to Objectives
Create awareness that a camera manufacturer has a new compact digital SLR
C i h f tiConvince shoppers of a competing camera company that ours is better
Drive sales of 1000 units on the manufacturer’s website
#1: Create Awareness#1: Create AwarenessTarget category searches, get product info views◦ “compact dslr”, “best compact camera”
#2: Conquest competitors#2: Conquest competitorsTarget competitor searches, say why ours is #1◦ “(competitor) cameras”, “(model name) review”(competitor) cameras , (model name) review
#3: Generate Sales of 1000 Units#3: Generate Sales of 1000 UnitsTarget brand, competitor & category searches◦ Focus on keyword which drive best CPAy
Determine Targeting Via Keyword ToolsDetermine Targeting Via Keyword Tools
Develop Search Listing CreativeDevelop Search Listing CreativeDevelop Search Listing CreativeDevelop Search Listing CreativeWrite page titles & descriptions to search engine specs
◦ Focus on selling the unique benefits of your brand/site; not just the product/service that people are searching for
Leverage your site’s unique value proposition; “Official Site”, “$10 off this weekend”, etc. http://www.clickz.com/3632847/
Consider your competition and what their listings communicate:Consider your competition and what their listings communicate: why should people choose your listing over the other options?
◦ Tailor creative by keyword or keyword group
Include keyword in title and description when possible
◦ Use Google, Yahoo & Bing’s unique ad extensions
Geo‐location, site links, click to call, product images, etc.
Optimize Bids, Keywords, Ad CopyOptimize Bids, Keywords, Ad Copyp y pyp y py
Evaluate effectiveness by KPI (key performance i di ) P d id i ? S l ?indicator) – Product video views? Sales? Keywords with good $/KPI are most important◦ Bid for high ad position◦ Discover similar keywords
Test multiple ad variations for each group of keywordsy◦ Different product benefits or offers◦ Ad extensions
Keyword ExpansionKeyword ExpansionKeyword ExpansionKeyword Expansion
Chasing the “long tail” of keywords is important g g y p– lower volume keywords may be most valuable!
QQUESTIONSUESTIONS??QQUESTIONSUESTIONS??
AAPPENDIXPPENDIX: SEO: SEOAAPPENDIXPPENDIX: SEO : SEO ((SEARCHSEARCH ENGINEENGINE OPTIMIZATIONOPTIMIZATION))
What Users See vs. Search Engine BotsWhat Users See vs. Search Engine BotsWhat a site visitor sees at a typical Flash‐heavy site:◦ Visitors can click theVisitors can click the
“Experience”, “Details” or “Build” links and get a lot of content about the Ford Flex
What a bot sees:◦ Just image names (.jpg) for
items in the Ford Vehicles Web site footer and links toWeb site footer and links to those pages
◦ No links into the actual Ford Flex content
OnOn‐‐Page SEO: Keywords in ContentPage SEO: Keywords in ContentOnOn Page SEO: Keywords in ContentPage SEO: Keywords in ContentUnderstand which keyword searches are most i t t t b iimportant to your business
Leverage Web tracking/analytics software, learningsfrom paid search campaigns, competitor informationinformation
Use various tools to learn which keywords are closely related to your top keywords
Google or Yahoo Keyword Tool, Keyword DiscoveryBuild a target keyword list and segment into categoriesg
Determine which pages apply to each group of keywords
Each page should be optimized to no more than 3‐4Each page should be optimized to no more than 3 4 related keyword phrases
OnOn‐‐Page SEO: Code OptimizationPage SEO: Code OptimizationEliminate Flash Web site intros that redirect into site◦ Or only serve these to visitors identified as having Flash capabilitiesFlash Web content should sit on distinct HTML pagesFlash Web content should sit on distinct HTML pages◦ Make your Flash content visible to search engines as HTMLRestrict the use of frames ◦ Should only be used for content that doesn’t need to be seen by search enginesShould only be used for content that doesn t need to be seen by search enginesLimit heavy reliance on Javascript for key site content (especially links) ◦ And have your coder move heavy Javascript code to bottom of each page, if
possiblepossibleAvoid pages with duplicate content; search engines often use the wrong signals to determine which is the best page◦ Can result in significant dilution of inbound link value◦ Use permanent redirects to point content across multiple domains to a single
location (e.g. www.Website.com and Website.com)
OffOff‐‐Page SEO: LinkPage SEO: Link‐‐BuildingBuildingPopularity and trustworthiness of Web pages that link toPopularity and trustworthiness of Web pages that link to your Web site has a major impact on your Web pages’ability to rank for related searches◦ PageRank is Google’s scoring of your site’s general value/popularity◦ TrustRank is Google’s secret rating of a site’s trustworthiness in linkingSubmit site to the major directories: Yahoo, Best of the Web, Business.com & DMOZ◦ Aside from these avoid paying for links; may get your site◦ Aside from these, avoid paying for links; may get your site
penalized by GoogleRequest links from sites within your industry◦ Business partners and sister companiesBusiness partners and sister companies ◦ Association and industry Web sites◦ Research who links to your competitor sites and request the same (Yahoo
Site Explorer ‐ siteexplorer.search.yahoo.com)Social media optimization (e g links from blogs Twitter)Social media optimization (e.g., links from blogs, Twitter)Publish keyword‐rich press releases linking to your site◦ Submit your press releases to services such as PR LeapLinks within your own site are critical (e.g. cross‐linking)Links within your own site are critical (e.g. cross linking)◦ Leverage keyword‐focused linking text where possible
OffOff‐‐Page SEO: Folders and Links Page SEO: Folders and Links A straightforward URL structure helps searchers know your content is relevant to their search◦ Good URL: www.WebSite.com/Product/Good URL: www.WebSite.com/Product/◦ Bad URL:
www.WebSite.com/Folder1/Folder2/Content=ProductCode&Color=1&Size=ACode&Color=1&Size=A◦ Leverage keywords in URLs where
possible/appropriateC i f d i d i i iConsistent user‐focused site structure and navigation is also valued by search engines◦ Global navigation menu leveraging keyword‐rich text
links
◦ Bread crumb navigationBread crumb navigation e.g., “Category > Product > Color”
◦ Site map with keyword‐rich text links to key pages
OffOff‐‐Page SEO: S.E.R.P. CreativePage SEO: S.E.R.P. CreativeOffOff Page SEO: S.E.R.P. Creative Page SEO: S.E.R.P. Creative Create unique page titles and meta descriptions for each page
W b ion your Web sites◦ For less‐important pages, use page copy to automate process
Recognize character limits◦ Titles: 65 character max ◦ Descriptions: ~150 characters will be displayed (200‐250 indexed)
Leverage keywords relevant to each Web pageLeverage keywords relevant to each Web page◦ But don’t stuff them into titles and descriptions unnaturally
Write titles and descriptions to convince users to choose your listingslistings◦ Leverage your site’s key benefits; “Official Site”, “outstanding selection”, etc.◦ Consider your competition and what their listings communicate◦ Why should people choose your listing over the other options?◦ Why should people choose your listing over the other options?