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A look into best practices for SEM as it pertains to Higher Education
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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
