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Search Engine Marketing Rob Stokes
<ul><li>It’s a funny business </li></ul>
<ul><li>Even the SEM industry can’t define SEM </li></ul>
<ul><li>Search Engine Optimisation and Paid Search are obvious </li></ul>
<ul><li>But Google Content or Display? </li></ul>
<ul><li>Neither advert is triggered by a user search </li></ul>
<ul><li>What is search? </li></ul>
<ul><li>Query (keyword) delivers a result (SERP) </li></ul>
<ul><li>Contextual advertising is search in reverse </li></ul>
<ul><li>What about Facebook? </li></ul>
<ul><li>Facebook  searches  for your target and shows them an ad </li></ul>
<ul><li>eMarketing tactics are starting to blur into each other </li></ul>
<ul><li>A single tactical speciality is no longer enough for a campaign manager </li></ul>
<ul><li>The birth of the Engagement manager? </li></ul>
<ul><li>Each of these disciplines is evolving fast </li></ul>
<ul><li>SEO Trends </li></ul>
 
 
<ul><li>Universal search </li></ul>
 
<ul><li>Pushes textual listings down </li></ul>
<ul><li>But offers the opportunity of more, richer real estate </li></ul>
<ul><li>Video Search </li></ul>
 
 
<ul><li>Seed your own video, but also tactfully optimise others </li></ul>
<ul><li>Personalised Search – a nightmare for SEOs! </li></ul>
<ul><li>Based on: </li></ul><ul><li>Search history </li></ul><ul><li>Previous SERP interactions </li></ul><ul><li>Location...
 
<ul><li>Local Search </li></ul>
 
<ul><li>Mobile SEO – so hot right now </li></ul>
<ul><li>Huge opportunity for location specific sites </li></ul>
<ul><li>Far less driven by links (for now...) </li></ul>
<ul><li>Real time search </li></ul>
 
<ul><li>Social Search </li></ul>
 
<ul><li>Therefore: Social Media Optimisation </li></ul><ul><li>(but that’s a story for another day) </li></ul>
Advertising with Google (is getting expensive)
 
 
 
<ul><li>Treat the different channels differently </li></ul>
<ul><li>A few trends </li></ul>
<ul><li>Paid Search Sitelinks </li></ul>
 
<ul><li>Understanding the Search Conversion Funnel </li></ul>
 
<ul><li>Negative matching anti brand terms – i.e. cheap, free </li></ul>
<ul><li>Connect Adwords and Analytics – pull goals through </li></ul>
<ul><li>Google Display allows you to EASILY put ads on international sites for your local audience </li></ul>
<ul><li>Dayparting can significantly affect results </li></ul>
<ul><li>Demographic targeting with Google display is still raw, but can be effective </li></ul>
 
<ul><li>Benefits: </li></ul>
<ul><li>Demographic targeting </li></ul>
<ul><li>Click costs are low </li></ul>
<ul><li>Challenges </li></ul>
<ul><li>Click through rates are low, but immense volume can make up for it </li></ul>
<ul><li>Targeting falls to pieces when you need real volume </li></ul>
<ul><li>Campaign management interface and tools are pathetic </li></ul>
<ul><li>Tracking and analytics are pathetic </li></ul>
<ul><li>Overall with CPC media: </li></ul><ul><li>Focus on conversions – its basic economics </li></ul>
<ul><li>Focus on conversions – its basic economics </li></ul>
<ul><li>The site which converts better will win </li></ul>
<ul><li>Landing Page Best Practices </li></ul>
<ul><li>Singular focus – remove all distractions </li></ul>
<ul><li>Strong, active Calls to Action </li></ul>
<ul><li>Big fonts </li></ul>
<ul><li>Headline and copy relevant to the ad </li></ul>
<ul><li>Shortest lead form possible </li></ul>
<ul><li>A quick conversion case study </li></ul>
 
<ul><li>Tracking and analytics are pathetic </li></ul>
Thank You www.quirk.biz/IMSummit
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Search Engine Marketing

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Search Engine Marketing

  1. 1. Search Engine Marketing Rob Stokes
  2. 2. <ul><li>It’s a funny business </li></ul>
  3. 3. <ul><li>Even the SEM industry can’t define SEM </li></ul>
  4. 4. <ul><li>Search Engine Optimisation and Paid Search are obvious </li></ul>
  5. 5. <ul><li>But Google Content or Display? </li></ul>
  6. 6. <ul><li>Neither advert is triggered by a user search </li></ul>
  7. 7. <ul><li>What is search? </li></ul>
  8. 8. <ul><li>Query (keyword) delivers a result (SERP) </li></ul>
  9. 9. <ul><li>Contextual advertising is search in reverse </li></ul>
  10. 10. <ul><li>What about Facebook? </li></ul>
  11. 11. <ul><li>Facebook searches for your target and shows them an ad </li></ul>
  12. 12. <ul><li>eMarketing tactics are starting to blur into each other </li></ul>
  13. 13. <ul><li>A single tactical speciality is no longer enough for a campaign manager </li></ul>
  14. 14. <ul><li>The birth of the Engagement manager? </li></ul>
  15. 15. <ul><li>Each of these disciplines is evolving fast </li></ul>
  16. 16. <ul><li>SEO Trends </li></ul>
  17. 19. <ul><li>Universal search </li></ul>
  18. 21. <ul><li>Pushes textual listings down </li></ul>
  19. 22. <ul><li>But offers the opportunity of more, richer real estate </li></ul>
  20. 23. <ul><li>Video Search </li></ul>
  21. 26. <ul><li>Seed your own video, but also tactfully optimise others </li></ul>
  22. 27. <ul><li>Personalised Search – a nightmare for SEOs! </li></ul>
  23. 28. <ul><li>Based on: </li></ul><ul><li>Search history </li></ul><ul><li>Previous SERP interactions </li></ul><ul><li>Location </li></ul><ul><li>User selection </li></ul>
  24. 30. <ul><li>Local Search </li></ul>
  25. 32. <ul><li>Mobile SEO – so hot right now </li></ul>
  26. 33. <ul><li>Huge opportunity for location specific sites </li></ul>
  27. 34. <ul><li>Far less driven by links (for now...) </li></ul>
  28. 35. <ul><li>Real time search </li></ul>
  29. 37. <ul><li>Social Search </li></ul>
  30. 39. <ul><li>Therefore: Social Media Optimisation </li></ul><ul><li>(but that’s a story for another day) </li></ul>
  31. 40. Advertising with Google (is getting expensive)
  32. 44. <ul><li>Treat the different channels differently </li></ul>
  33. 45. <ul><li>A few trends </li></ul>
  34. 46. <ul><li>Paid Search Sitelinks </li></ul>
  35. 48. <ul><li>Understanding the Search Conversion Funnel </li></ul>
  36. 50. <ul><li>Negative matching anti brand terms – i.e. cheap, free </li></ul>
  37. 51. <ul><li>Connect Adwords and Analytics – pull goals through </li></ul>
  38. 52. <ul><li>Google Display allows you to EASILY put ads on international sites for your local audience </li></ul>
  39. 53. <ul><li>Dayparting can significantly affect results </li></ul>
  40. 54. <ul><li>Demographic targeting with Google display is still raw, but can be effective </li></ul>
  41. 56. <ul><li>Benefits: </li></ul>
  42. 57. <ul><li>Demographic targeting </li></ul>
  43. 58. <ul><li>Click costs are low </li></ul>
  44. 59. <ul><li>Challenges </li></ul>
  45. 60. <ul><li>Click through rates are low, but immense volume can make up for it </li></ul>
  46. 61. <ul><li>Targeting falls to pieces when you need real volume </li></ul>
  47. 62. <ul><li>Campaign management interface and tools are pathetic </li></ul>
  48. 63. <ul><li>Tracking and analytics are pathetic </li></ul>
  49. 64. <ul><li>Overall with CPC media: </li></ul><ul><li>Focus on conversions – its basic economics </li></ul>
  50. 65. <ul><li>Focus on conversions – its basic economics </li></ul>
  51. 66. <ul><li>The site which converts better will win </li></ul>
  52. 67. <ul><li>Landing Page Best Practices </li></ul>
  53. 68. <ul><li>Singular focus – remove all distractions </li></ul>
  54. 69. <ul><li>Strong, active Calls to Action </li></ul>
  55. 70. <ul><li>Big fonts </li></ul>
  56. 71. <ul><li>Headline and copy relevant to the ad </li></ul>
  57. 72. <ul><li>Shortest lead form possible </li></ul>
  58. 73. <ul><li>A quick conversion case study </li></ul>
  59. 75. <ul><li>Tracking and analytics are pathetic </li></ul>
  60. 76. Thank You www.quirk.biz/IMSummit

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