Search Engine Marketing

Search Engine MarketingRob Stokes

It’s a funny business

Even the SEM industry can’t define SEM

Search Engine Optimisation and Paid Search are obvious

But Google Content or Display?

Neither advert is triggered by a user search

What is search?

Query (keyword) delivers a result (SERP)

Contextual advertising is search in reverse

What about Facebook?

Facebook searches for your target and shows them an ad

eMarketing tactics are starting to blur into each other

A single tactical speciality is no longer enough for a campaign manager

The birth of the Engagement manager?

Each of these disciplines is evolving fast

SEO Trends

Universal search

Pushes textual listings down

But offers the opportunity of more, richer real estate

Video Search

Seed your own video, but also tactfully optimise others

Personalised Search – a nightmare for SEOs!

Based on:

Search historyPrevious SERP interactionsLocationUser selection

Local Search

Mobile SEO – so hot right now

Huge opportunity for location specific sites

Far less driven by links (for now...)

Real time search

Social Search

Therefore: Social Media Optimisation(but that’s a story for another day)

Advertising with Google

(is getting expensive)

Treat the different channels differently

A few trends

Paid Search Sitelinks

Understanding the Search Conversion Funnel

Negative matching anti brand terms – i.e. cheap, free

Connect Adwords and Analytics – pull goals through

Google Display allows you to EASILY put ads on international sites for your local audience

Dayparting can significantly affect results

Demographic targeting with Google display is still raw, but can be effective

Benefits:

Demographic targeting

Click costs are low

Challenges

Click through rates are low, but immense volume can make up for it

Targeting falls to pieces when you need real volume

Campaign management interface and tools are pathetic

Tracking and analytics are pathetic

Overall with CPC media:

Focus on conversions – its basic economics

Focus on conversions – its basic economics

The site which converts better will win

Landing Page Best Practices

Singular focus – remove all distractions

Strong, active Calls to Action

Big fonts

Headline and copy relevant to the ad

Shortest lead form possible

A quick conversion case study

Tracking and analytics are pathetic

Thank You

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