2. Why
• 76% of B2B buyers and procurement
managers use google to find new suppliers
(IDM, 2009)
• Offers cost effective promotion delivering
higher ROI than traditional marketing
methods and many digital channels (Mark
Hayward)
3. SEM
• Google lead the way – over 80% of all
searches in UK
• Providing relevant results to the user
underpins all of Google's work
• Other serach engines have followed Googles
approach
4. SEM
• Divided into two platforms
• Search Engine Optimisation (SEO)
– The free listings on Google (the main body)
• PPC (Pay Per Click)
• The sponsored links on the top and right hand side of
Google
• Over 70% of people click on main listings and of
those 80% click on the top three
5. Some definitions
• SERP – search engine results page
• Impressions – the number of times and ad is show (not clicked on)
• Hits – files being downloaded from server
• Visitors – people visiting your site
• ROI – return on investment
• Keyword or phrase – what customers type in to find you
• Conversion – getting a customer to do what you want them to do
• CTR - Click through rate – impressions/clicks x 100
• Landing page – the page you come to when clicking on a ad
6. Customer journey
• From Search to sale
• Consider your customers search habits
• General keywords when searching for
knowledge/awareness eg “Digital Camera”
• Specific search when decided to buy eg “Sony
P200 10 megapixels and 5x optical zoom”
8. SEO
• Split in to off page and on page factors
• Can take longer than PPC to provide good ROI
but will be better in the long run
9. On Page
• Internal links using keywords as anchor text
• Meta tags – keyword/description/H1/title tags
• Bullet points
• Bold keywords
• Keyword density/frequency
• Loading time
• Alt tags for images
• WC3 validator - http://validator.w3.org/
10. Off Page
• Links to your site/page
• Ensure anchor text is keyworded
• Link quality is key rather than quantity but
quantity is ok
• Dont pay for links!!!
11. PPC
• You pay per click
• You set the price you want based on your budget
and the price Google says you will need to bid
• You ad position is based on the quality score of
the ad x the bid price
• Make your QS great so you pay less
12. Ad rank
• QS = relevancy + CTR + landing page quality
• Only have to pay the bid of the advertiser
below them (like ebay)
Company Bid QS Ad rank Position
(BidxQS) (BidxQS)
A £4 1 4 4
B £3 3 9 2
C £2 6 12 1
D £1 8 8 3
13. Successes at Malthouse
• Increase in website usage by 922%
• Quotes for over £90,000 in 5 months
• Acquired 7 new customers
• Only spent £600
14. Key to successful SEM
• Know what you want
• Understand your customers and the customer
search journey
• Dont go bid crazy
• Track and measure
15. Tools
• Googles keyword tool – google it
• Traffic Travis - www.traffictravis.com
• Yahoo site explorer - siteexplorer.search.yahoo.com
16. Resources
• Internet Marketing podcast
• Dave Chaffeys blog
• Dave chaffeys newsletter
• Mashable feeds/RSS
• Googles adwords blog
