Search Engine Marketing A Multifaceted Approach (2)

Search Engine Marketing: A Multifaceted Approach

Peter AmerioDigital Marketing

Manager

Vince GiambalvoRegional Vice

President

Overview

How SEM has changed your marketing

Why a multifaceted approach to SEM?

Elements of a multifaceted approach

What you can do NOW!

Overview

How SEM has changed your marketing

Why a multifaceted approach to SEM?

Elements of a multifaceted approach

What you can do NOW!

SEM Has Changed Everything!

74% of Americans are online

50% of online Americans use search engines daily

90% of online Americans use search engines monthly

The US accounts for 22.7 billion monthly searches

Does your SEM strategy account for the #2 Search Engine?

5Source: comScore, July 2009, YouTube internal

27% of YouTube sessions contain at least 1 search

SEM Has Changed Everything!

Source Comscore and Google

If Facebook were a country it would be the third largest country in the world

6

Search Has Changed Everything!

Source Comscore

Overview

How SEM has changed your marketing

Why a multifaceted approach to SEM?

Elements of a multifaceted approach

What you can do NOW!

Why a Multifaceted Approach?

Search is a point of entry for web activity

Additive effect of organic and PPC listings

Enhanced brand recognition and affinity

Social media is changing SEM

Why a Multifaceted Approach?

Organic listings when combined with PPC are a powerful combination– iCrossing survey found that when a

brand appears in both organic and paid results a searchers is 92% more likely to click on that brand

– This is compared to only 60% likely to click on the brand when it appeared in only one location

Why a Multifaceted Approach?

Enquiro brand study sponsored by Google- Honda being judged as a fuel efficient car- Searchers who saw Honda in paid and

organic 16% more likely to think of Honda as Fuel efficient

- 42% more likely to recall the Honda brand- 8% more likely to have purchase intent- 26% less likely to consider Honda if it

appeared in neither place

Why a Multifaceted Approach?

Twitter is now an integral part of Google search results77% of internet users read blogs14% of consumers trust paid advertisements while an incredible 78% trust peer reviews

Overview

How SEM has changed your marketing

Why a multifaceted approach to SEM?

Elements of a multifaceted approach

What you can do NOW!

Elements of a Multifaceted Approach

Search Engine Optimization

Web Analytics

Landing Page/Form Optimization

Social Media Marketing

Pay-per-click Marketing

Overview

How SEM has changed your marketing

Why a multifaceted approach to SEM?

Elements of a multifaceted approach

What you can do NOW!

Search Engine Optimization

Split your efforts between on and off page OptimizationBuild links manually rather than through a serviceSeparate content from designHave a content development strategy

Web Analytics

Get an analytics programWork KPI’s into your decision making process–Measure bounce rate–Measure exit rate–Measure conversion rate through goals– Identify and map your conversion funnel

Landing Page Optimization

TEST, TEST, TESTThings to try…– Add a quick contact form to every page– Eliminate extraneous information fields– Page layout– Prominent privacy links– Campaign specific creative

Landing Page Optimization

Social Media Marketing

Having a Facebook page is not SMM strategy

Social Media Marketing is about interactivity

Give up control to gain control

Diversify your approach

Hire a wringer…

SMM What You Should be doing

Actively manage your online profiles

Use Twitter as a communication medium first

Blog relentlessly!

Monitor your social media presence

Respond immediately to negative feedback

Students are your friends…

# Blog Articles By Inquiries Generated

Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

Pay-Per-Click Marketing

PPC can get you where organic cannotDiversification is the only free lunch (Thanks Cramer)Think about your programsBuild on to campaigns using the long tailThink strategically to stretch your budget

ConclusionsSEM is multifaceted and requires a large commitment of time

A diversified SEM strategy offers the best chance for online success

Monitor and measure

Test, Test, Test…

Questions