Upload
webmarketing123
View
825
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Budgeting for Your Search Marketing Program Strategies for staying one step ahead of the rest
Dial: +1 (646) 558-2120
Access Code: 545-403-078
@webmarketing123
@bradleywjoe
#wm123
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
@webmarketing123
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary, customized website
analysis. Details at end of webinar.
Housekeeping Items
#wm123
@bradleywjoe
1 Overall Advertising Spend How to budget for Search and Social amongst other marketing initiatives
2 Digital Marketing Industry Trends Expected growth in interactive marketing channels
3 Budgeting for Seasonality Best practices for spending wisely throughout the year
4 Tracking and Budget Reallocation Utilizing attribution management to properly allocate marketing spend
Webinar Agenda
#wm123
@bradleywjoe
1 Overall Advertising Spend How to budget for Search and Social amongst other marketing initiatives
2 Digital Marketing Industry Trends Expected growth in interactive marketing channels
3 Budgeting for Seasonality Best practices for spending wisely throughout the year
4 Tracking and Budget Reallocation Utilizing attribution management to properly allocate marketing spend
Webinar Agenda
#wm123
@bradleywjoe
1 Overall Marketing Spend Step One: Determine the advertising-to-sales ratio in your particular field
Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm
• Public companies in your industry may give a figure for their marketing
spend in their financial statements and/or annual reports
• If no reports are available, start at 5% and then adjust projected spend
based on the size of your market, cost of media spend, and competitive
analysis
#wm123
@bradleywjoe
1 Overall Marketing Spend Step Two: Is your business built on Volume or Margin?
Volume Margin
- Tend to spend a tiny
percentage of sales
on marketing
because large
revenue base
enables smaller
contributions to add
up fast
- Tend to spend larger
percentage of sales
on marketing
- Room in the margins
to afford it, and often
working from smaller
revenue base
Whatever the case, the question needs to be asked: How do I spend my
budget most effectively?
#wm123
@bradleywjoe
1 Allocation of B2B Marketing Budgets Marketing Sherpa Study
#wm123
@bradleywjoe
1 Allocation of B2B Marketing Budgets Marketing Sherpa Study
Notes: Assuming 5% allocated to
Marketing spend
Projections can be made about expected spend per digital
media channel
How does your marketing budget allocation differ?
#wm123
@bradleywjoe
1 Overall Advertising Spend How to budget for Search and Social amongst other marketing initiatives
2 Digital Marketing Industry Trends Expected growth in interactive marketing channels
3 Budgeting for Seasonality Best practices for spending wisely throughout the year
4 Tracking and Budget Reallocation Utilizing attribution management to properly allocate marketing spend
Webinar Agenda
#wm123
@bradleywjoe
2 Growth in Search Marketing Spend Digital advertising is projected to grow 26% in the next 5 years
#wm123
@bradleywjoe
2 What Factors Enable This Growth? Over the next 5 years, digital marketing will grow because…
• Marketers have larger staffs to work on digital projects than they did previously
• Allows for program expansion
Bigger Digital Marketing Teams
• Compared to years past (recession), marketers now have increased budget to spend on social, mobile, video, etc.
Excitement About Emerging
Media
• Marketers have seen digital marketing efforts generate better results – especially over time
• Everything can be measured
Effectiveness of Digital Media
• Multiple touch points are now required across both traditional and digital media channels
• Linear conversion funnel vs customer defined loop
Changing Customer
Conversion Path
Source: US Interactive Marketing Forecast, 2011 to 2016, Forrester Research
#wm123
@bradleywjoe
2 How Will Budgets Shift Moving Forward Comparing both traditional and digital media channels
Source: Dec 2010 US Interactive Marketing Executive Online Survey, Forrester Research
#wm123
@bradleywjoe
2 Where Consumers Spend Their Time Less time is being spent with traditional media
#wm123
@bradleywjoe
2 Webmarketing123 Annual Survey Majority of digital marketing budget spent on SEO and PPC
#wm123
@bradleywjoe
2 Webmarketing123 Annual Survey SEO, PPC, and Social Media budgets will be increasing in 2012
#wm123
@bradleywjoe
1 Overall Advertising Spend How to budget for Search and Social amongst other marketing initiatives
2 Digital Marketing Industry Trends Expected growth in interactive marketing channels
3 Budgeting for Seasonality Best practices for spending wisely throughout the year
4 Tracking and Budget Reallocation Utilizing attribution management to properly allocate marketing spend
Webinar Agenda
#wm123
@bradleywjoe
3 Budgeting Using Website Analytics Step One: Expand view to a full year of accurate visitor data
• Look for seasonal trends
• Inspect what you expect
Method adopted from: http://searchengineland.com/how-analytics-can-help-
balance-your-annual-search-advertising-budget-90723
#wm123
@bradleywjoe
3 Budgeting Using Website Analytics Step Two: Export data into spreadsheet
Method adopted from: http://searchengineland.com/how-analytics-can-help-
balance-your-annual-search-advertising-budget-90723
Adjusted PPC budget for
specific month
Visits from Specific Month
Total Visits for Year
Total Yearly
PPC Budget
#wm123
@bradleywjoe
• Keep specific holiday terms separate from your regular keywords
• Separate branded and terms from your generic terms
• Brand and Non-brand terms will have drastically different performance and should be managed appropriately
3 Tips for Seasonal Keyword Management Best practices for accounting for seasonality
#wm123
@bradleywjoe
Keywords
• Check historical KW reports to see where you should increase or decrease bids
• Utilize search query reports for keyword expansion and negative keywords
• Google Trends to gauge seasonal lifts rends
• Google Insights for Search to inform geo-targeting
3 Tips for Seasonal Keyword Management Best practices for accounting for seasonality
#wm123
@bradleywjoe
• Manage your budgets with bid management and campaign optimizations
• Daily budget caps are a safe guard against over-spending, not to be used for budget management
• Campaigns that reach their limit early in the day run the risk of losing impression and market share when not serving
3 Tips for Seasonal Budget Management Best practices for budgeting for seasonality
#wm123
@bradleywjoe
• Don’t manage budgets by pausing high spending ads and keywords
• Pausing keywords can lead to missed conversions
• Conversion rates and quality scores are not affected by bidding to lower positions
• Quality of traffic is based on conversion rates, not volume
3 Tips for Seasonal Budget Management Best practices for budgeting for seasonality
Conversion
Rate
Conversions
Total Clicks
#wm123
@bradleywjoe
1 Overall Advertising Spend How to budget for Search and Social amongst other marketing initiatives
2 Digital Marketing Industry Trends Expected growth in interactive marketing channels
3 Budgeting for Seasonality Best practices for spending wisely throughout the year
4 Tracking and Budget Reallocation Utilizing attribution management to properly allocate marketing spend
Webinar Agenda
#wm123
@bradleywjoe
Currently, We are not tracking Conversions.
- Ability to tie Ad spend back to sales
- Re-allocate resources to campaigns that generate sales!
4 Tracking and ROI Goal: Track digital media campaigns against other channels
#wm123
@bradleywjoe
4 Attribution Management Allocate dollars to marketing channels that drive sales
#wm123
@bradleywjoe
• Digital marketing spend is expected to grow to 26% of all advertising spend
within the next 5 years.
• Budget for seasonality by using a combination of historical analytics data
combined with search marketing best practices.
• Use attribution management to properly re-allocate marketing dollars to
channels that perform.
Key Takeaways
Thank You!
#wm123
@bradleywjoe
Thank you for your attendance today!
Contact Us about Qualifying for a Free Digital Marketing Analysis
Custom Analysis includes:
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-Website Analytics: detailing the keywords, sources, and referrals that
visitors are using to discover your website
- Search Engine Friendliness Report: crawl-ability analysis of your site
Please contact: