Winning With Marketing Dollars

Presented by:

Mike Rosenberg – Vice President

EngineWorks, Inc.

www.engineworks.com

Presentation Outline

1. Search Powering Your Marketing Mix

2. SEO + Paid Search

3. Data Driven, ROI Focused Decision Making

4. Winning ‘Traditional’ Marketing Dollars

Search Powering Your Marketing MixKnowledge is Power

Powering Your Marketing Mix

• In-depth research and analysis

•How customers seek-out your products

•Most effective targeting and messaging

• Integrated through all media channels

Keywords: The Foundation Of SEM

Keyword Research & Analysis

• Search Popularity

• Relevancy

• Competitiveness

Competitive Analysis

Keyword Selection

Hotel

Boutique Hotel

Colorado Boutique Hotel

Vail Colorado Boutique Hotel

Vail Colorado Boutique Ski Hotel

Traffic Driving Keywords

                     

  ORIGINAL KEYWORD FOCUS   SEARCH VOLUME   

  OPTIMIZED KEYWORDS   SEARCH VOLUME  

                     

  georgia garden   33,100   

  georgia golf   135,000  

  georgia gardens   18,100   

  georgia golf course   33,100  

  georgia nature center   880   

  georgia golf courses   18,100  

  georgia butterfly   880   

  georgia weddings   12,100  

  georgia butterflies   390   

  georgia conference center   12,100  

  ga butterflies   91   

  georgia conference centers   4,400  

  atlanta georgia gardens   90   

  georgia golf resort   2,740  

  georgia butterfly garden   73   

  georgia wedding location   1,900  

  butterfly garden georgia   73   

  georgia wedding locations   1,600  

  atlanta garden georgia   50   

  georgia golf resorts   1,600  

                     

      53,727  

       222,640

 

                     ►

Drive Messaging through All Channels

Pre-Optimized Messaging

Optimized Messaging

SEO + Paid SearchCross-Discipline Campaigns

Cross-Discipline Search Campaign

SEO + Paid Search

• Identify keywords driving conversions NOW

•Optimize SEO elements around current keywords

•Dramatically improve natural search positioning

•Substantial increase in number of conversions

•Ability to target geographic regions that convert

best

Real-Time Insight

Keywords Driving Conversions

Keywords Driving Conversions

Cross-Discipline Results

Improved Natural Search Positioning

             

 Priority Keyword   06.01.09   06.01.10

 

  kings island discounts

 21   4

 

  kings island discount tickets

 43   3

 

  kings island tickets

 74   3

              

Cross-Discipline Results

Percent Increase for

Kings Island Discount TicketsVisits

+368%

Goal #1 – Visitor Guide Mailed

+320%Overall Goal Conversion Rate

+610%

20 percent + 10 percent = 60 percent

20 percent + 10 percent = 60 percent

Cross-Discipline – Goals Surpassed

Goal 1: Increase Total Number of Web Site Visitors

Goal 2: Increase Natural Search Engine Visits

Goal 3: Decrease Average Cost-Per-Click

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

2008 TYE 2009 GOAL 2009 TYE

Total Web Site Visitors

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

2008 TYE 2009 GOAL 2009 TYE

Total Natural Search Visits

$-

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

2008 TYE 2009 GOAL 2009 TYE

Cost-Per-Visit

Data Driven, ROI FocusedEngineWorks Approach

Data Driven, ROI Focused

•Search Marketing provides much more control

•Instant results to react to immediately

•Ability to fully measure and track results to prove

without a doubt what is working and what is not

•Not locked into specific publications, mediums, websites

Paid Search Strategy Case Study: Liftopia

Keyword Selection – Long Tail Approach

Ski Discount

Park City Discount

Park City Ski Discount

Park City Lift Tickets Discount

Park City Ski Lift Tickets Discount

Active Bid Management at Keyword Level

•Historical Performance (all-time)

•Monthly Performance (current & previous month)

•Weekly Performance (current week )

Ad Copy Updating & Testing

•A/B Testing

•Inclusion of Specific Deals in Ad Copy

•Different Results for Different Segments

Crested Butte Lift TicketCheap Lift Tickets at Crested ButteLimited Offer: Lift Ticket From $42www.Liftopia.com

Crested Butte Lift TicketSave Money at Crested Butte, CO.Limited Offer: Get 14% Off Sat/Sun!www.Liftopia.com

Liftopia Paid Search Case Study

•Decreased Cost-Per-Conversion Six Times (6x)

•Increased Conversion Rate Six Times (6x)

•400% Return-On-Ad-Spend

Oct Nov Dec Jan Feb Mar Apr $-

$10 $20 $30 $40 $50 $60 $70 $80

Cost-Per-Conversion

Oct Nov Dec Jan Feb Mar Apr0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%Conversion Rate

Oct Nov Dec Jan Feb Mar Apr-200%-100%

0%100%200%300%400%500%

Return-On-Ad-Spend (ROAS)

Winning Traditional Marketing DollarsData Driven, ROI Focused Internet Marketing

Data Driven Decision Making

•Comparison of what is working

•Pause of Direct Mailings, Billboards, and Print Ads = No

Change

•Pause Search Marketing = Reduced Conversions

Search Marketing…Real Results

►

First three (3) months of concerted SEM campaign

More that 4x online traffic

+200% monthly bookingsSurpassed aggressive monthly goals

Thank You!Presented by:

Mike Rosenberg - Vice President

EngineWorks, Inc.

www.engineworks.com

Twitter: MikeRosenberg

LinkedIn: linkedin.com/in/mikejrosenberg

Free Analysis

www.engineworks.com/rev-up/