Eye For Pharma Conference Final

Search Marketing Workshop October 21, 2008

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

Search Defined ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How People Search - ?? ,[object Object],[object Object],[object Object],[object Object]

SEO Myths & Facts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Expectation Setting for SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Do Spiders Look For? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selecting Keywords ,[object Object],[object Object],[object Object]

Site Theme ,[object Object],[object Object]

SEO Content Writing ,[object Object],[object Object],[object Object],[object Object]

Content Sources ,[object Object]

SEO Best Practices vs. Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Site Coding & Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Page Layout Page Title Page Header Content Title and Description tag Paragraph Header

Page Tags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Site Design – What a Spider Sees

(Re)Design Considerations ,[object Object]

[object Object],[object Object],[object Object],Link Popularity “ Symptoms of Diabetes” High Ranking Diabetes Sites “ Symptoms of Diabetes” “ Symptoms of Diabetes” Site B Site C Site A

Evaluating Link Partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluating Link Partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SOCIAL MEDIA AND UNIVERSAL ASSETS

How Social Media and Search Collide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Search Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Ideas ,[object Object],[object Object],[object Object]

Level Setting All get the same results

Factors That Effect Search Position ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5 Levers of Paid Search Keyword Expansion ,[object Object],[object Object],[object Object],Bid Management ,[object Object],[object Object],[object Object],Landing Pages ,[object Object],[object Object],Copy Optimization ,[object Object],[object Object],[object Object],[object Object],Sub- Campaign Development ,[object Object],[object Object],[object Object],[object Object]

5 Levers of Paid Search ,[object Object],Rheumatoid Arthritis 320,000 Searches 390,000 Searches rheumatiod arthritis rheumatoid rheumatism

Keyword Expansion ,[object Object],Information on Info on Information of Info of Information about Info about About Articles Article Fact Facts Study Studies Faq about Rheumatoid arthritis Rheumatiod arthritis Rheumatism Rheumatoid Rheumatiod Reumatoid arthritis Reumatiod arthritis Ra

Broad / Phrase / Exact Match ,[object Object],[object Object],[object Object],“ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis” “ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis” “ rheumatoid arthritis” “ rheumatoid arthritis info” “ rheumatoid and arthritis”

Keyword Expansion ,[object Object],[object Object],[object Object],[object Object]

Sub-Campaign Development ,[object Object],[object Object],[object Object],[object Object],[object Object],Campaign AdGroup Keyword Theme at which budget allocations can be made Level at which similar themed keywords are grouped and copy applied Represents the search query

Budget Management ,[object Object],[object Object],[object Object],BRAND Campaign Total Budget: $2,000/day Branded RA PSA JRA AS DocLocator Spanish Caregiver Total POTENTIAL Budget: $3,550/day

[object Object],Budget Management BRAND Campaign Total Budget: $2,000/day Branded AS RA PSA JRA DocLocator Spanish Caregiver $100/day $100/day $150/day $500/day $1,000/day $25/day $200/day $25/day

[object Object],Growth Identification BRAND Campaign Total Budget: $3,560/day Branded AS RA PSA JRA DocLocator Spanish Caregiver $100/day $100/day $150/day $500/day $1,000/day $25/day $200/day $25/day Campaigns that hit daily caps mean there is more opportunity available

Sub-Campaign Development ,[object Object],[object Object],[object Object]

Copy Optimization ,[object Object],[object Object],rheumatoid arthritis ra symptoms Brand

Copy Optimization ,[object Object],rheumatoid arthritis ra symptoms BRAND

Copy Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object]

Landing Pages Fulfill promise made to the user within the landing page Strong product callouts Easy navigation for users to get around the site

Landing Page Testing ,[object Object]

Landing Pages ,[object Object],[object Object],[object Object],[object Object]

Bid Management ,[object Object],[object Object],[object Object],[object Object]

Bid Management ,[object Object],[object Object],X X = = = = X X Advertiser Max CPC CTR Quality Score Rank A $3.00 3% 9 1 B $4.00 1% 4 4 C $0.50 9% 4.5 3 D $1.50 5% 7.5 2

What’s next? Bid Management Keyword Development Copy Testing Landing Pages Quality Score Management Cross-Media Attribution Modeling Branding implications of search Search Marketing International search marketing Paid + Natural Integration Search-focused content strategies and asset management Feed management and content distribution Search and impact on offline sales Search and media mix planning Holistic Search Marketing Site Content Coding Link building Mobile search Social search

How Search & Display Differ ,[object Object],[object Object],[object Object],[object Object]

How Search & Display Differ ,[object Object],[object Object],[object Object]

Evaluating Search Spend Based on Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluating Search Spend Based on Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: AdGooRoo

Success Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Success Metrics ,[object Object],[object Object]

Why Search is Critical “ Do I really need my stomach stapled?” “ I hate migraines” “ I need a good sugar free recipe” “ I hate when my skin breaks out” “ What is the right dose?”

Thank You ,[object Object],[object Object],[object Object]

Eye For Pharma Conference Final

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