1. Zeta Interactive Sangram Kachwaha
Search Insider Summit Vice President, Digital Services
© 2012 Zeta Interactive – Proprietary & Confidential 1

2. TODAY’S CONVERSATION
TOP ROI SECRETS…
Know Your Competitors Beyond Brick And Mortar
Landing Page Optimization – Do More With Less Work
Road To Quality Links - Qualify Before You Quantify
LT V – Revenue Comes From Customers, Not Clicks
Re-Blog, Reuse, Recycle – Rinse & Repeat Content
Multi Channel Attribution – Give Credit Where Due
Easy Tip To Find Your Vertical’s Hot Mobile Keywords
Branding – It’s Not just About Traditional Advertising
© 2012 Zeta Interactive – Proprietary & Confidential 2

3. KNOW YOUR COMPETITORS BEYOND BRICK AND MORTAR
It doesn’t stop at Brick and Mortar.
Know how well your competitors are competing
online.
Keyword Ranking
Media - Images &
Video
Geography –
Local Listings
Share of Voice
What do the
engines think?
ROI SECRET
 Brick and Mortar stores are competing in organic search in different ways.
 Understand how the competition is gaining ground from keywords and how visible their
media is in Google Images, Videos, Shopping Results, etc., to see who is interacting
with their customers.
 Identify who the search engines categorize as your actual competitors.
© 2012 Zeta Interactive – Proprietary & Confidential 3

4. LANDING PAGE OPTIMIZATION – DO MORE WITH LESS WORK
Many Marketers Still Do Not… Zeta SEM LP Optimization Examples
 Test Landing Pages with A/B tests.
 Test Landing Pages with Multivariate tests. +54%
Very Few Marketers Are…
 Conducting tests iteratively and ongoing.
 Conducting dozens of tests concurrently.
Why? +11%
 Because getting creative teams, development
teams, IT Departments and search marketing
teams to work on the same project is hard.
+10%
ROI SECRET
Try easier-to-use testing platforms like Ion
LiveBall for variation testing in your SEM
program using minimal IT resources and coding
changes.
© 2012 Zeta Interactive – Proprietary & Confidential 4

5. ROAD TO QUALITY LINKS – QUALIFY BEFORE YOU QUANTIFY
 Spend time
qualifying link
targets to ensure
clean neighborhoods
and levels of
authority.
 Nurture
relationships to
ensure security of
link placements and
future support.
 Leverage for Panda-
preventive
measures - a
method that even
Google would
APPROVE.
© 2012 Zeta Interactive – Proprietary & Confidential 5

6. LT V – REVENUE COMES FROM CUSTOMERS, NOT CLICKS
Keywords Don’t Drive Revenue.
People do.
Customers Keywords
ROI SECRET
 Generic keywords that convert higher percentages of new visitors (customers) are
worth more to your business.
 Consider bidding more aggressively for terms that bring new customers and more
aggressively still for terms that bring in customers with a higher lifetime value.
© 2012 Zeta Interactive – Proprietary & Confidential 6

7. RE-BLOG, REUSE, RECYCLE – RINSE & REPEAT CONTENT
No need to reinvent any content wheel. Analyze data
for your most popular content and rework it for
guaranteed returns.
ROI SECRET
 Reuse old blog posts and articles with high traffic
Create and comments.
Content
 Freshen data by rewriting and expanding the topic
to include humor, updated questions, news and
announcements.
Add a
 Summarize longer content to have quick
takeaways and leverage the same short content in
pinch of your email marketing efforts.
FRESH
 Great opportunity for improving internal linking
and to promote on directories and social channels
Publish & to gain visibility as link bait.
Promote
Search engines are qualifying sites on content, so
consistency in topic relevance and quality is the
key to driving success in traffic, conversions and leads.
© 2012 Zeta Interactive – Proprietary & Confidential 7

8. MULTI CHANNEL ATTRIBUTION – GIVE CREDIT WHERE DUE
ROI SECRET Multi-Channel Attribution Analysis Shows You:
 Multi-Channel  # of channel touch-points your customers have:
Attribution for the  Which channels
masses is here in
 What sequence
Google Analytics.
 Top paths and average path lengths.
 Use to redefine your
CPA Targets by
Channel. Use Insights To:
 Adjust your CPA targets by channel.
 Re-align budgeting between channels.
 Develop relevant messaging
© 2012 Zeta Interactive – Proprietary & Confidential 8

9. EASY TIP TO FIND YOUR VERTICAL’S HOT MOBILE KEYWORDS
ROI SECRET
 Export search volume stats for your site or
vertical’s keywords from the Google KW Tool
 Compare % of Mobile Searches vs. Desktop
© 2012 Zeta Interactive – Proprietary & Confidential 9

10. BRANDING – IT’S NOT JUST ABOUT TRADITIONAL ADVERTISING
How can marketers measure the effectiveness of their digital branding
campaigns?
ROI SECRET
 Create a common language around correlated success metrics and KPIs
 Leverage competitive benchmarking tools for proving brand health
 Tracking branded searches against competitors gives marketers a window to see
comparisons and seasonality
 Consider using panel-based competitive tools—like comScore or Nielsen—to dig deep
into how customers are trending and changing relative to competitive sets & target
demographics
© 2012 Zeta Interactive – Proprietary & Confidential 10

11. Sangram Kachwaha
Vice President, Digital Services
skachwaha@zetainteractive.com
© 2012 Zeta Interactive – Proprietary & Confidential 11