Overview of all things SEM presented at Cintrifuse as part of their community class series.

1. January 23, 2013
Search Engine Marketing

2. Today’s Presenters
Tim Metzner Connie Ross
Digital Marketing Consultant Associate Director
Former VP Marketing, SparkPeople Search Marketing,
Startup Weekend Organizer Empower MediaMarketing
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3. Our Experience:
Startups – Regional Co.'s – Global Brands

4. Empower Media Marketing Vitals
» Full Service Media Agency
» Founded in 1985
» P&G Roots
» 140 Employees
» Independently owned
» Women Owned and Certified
» Nationally Recognized Excellence

5. Agenda
» What is Search Engine Marketing?
» Overview of the Categories
• Paid Search
• Local Search
• Organic Search
• Mobile Search
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6. What is Search Engine Marketing?

7. Search Is a Core Behavior
Now
4 billion
searches per day…
and growing 7

8. Search Engine Marketing Outlook
» Paid Search Spending is expected to top $18 billion by 2013
» Mobile Ad Spending is expected to see the largest growth for digital in the next 2
years followed by Video & Social
Digital Media 2011 (billions) 2012 (billions) 2013 (billions) % change
2011 - 2013
Paid Search $14.38 $17.03 $18.85 31%
Online Display $7.61 $8.94 $9.93 30%
Social Media $1.00 $1.23 $1.66 66%
Mobile $1.23 $1.80 $2.52 105%
Video $2.16 $3.09 $4.20 94%
Source: eMarketer - The Global Media Intelligence Report: North America, October 2011
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9. Search Engine Marketing
» For Searchers…
• It’s about Better Research
• It’s about Convenience
» For Advertisers…
• It’s about Being Found
• It’s about Being Relevant
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10. SEM Terminology
Search Engine
Marketing
(SEM)
Search Engine
Paid Search Optimization
(PPC)
(SEO)
Paid Owned & Earned
Paid Media
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11. Search Engine Marketing Categories
Paid Search (PPC) • Keyword buys on all engines, mainly Google & Yahoo/Bing
• Appearing when a consumer searches for localized
Local Search information (i.e. Family Entertainment in Branson, MO)
• Process of improving the visibility of a website in search
Organic Search (SEO) engines via the "natural" or organic search results
• Keyword buys on all engines, appearing specifically on
Mobile Search mobile devices
• Focuses on Industry specific content (i.e. Banking,
Vertical Search Shopping, Travel, etc.)
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12. Anatomy of a Search Engine Results Page
Query
Local
Paid Ad Listings
Paid Ad
Organic Results
Local Listings
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13. Search Engine Market Share
» Google remains the leader in the search space
Percent of U.S. Search Queries
Search Alliance – 29%
3% 2%
14%
Google
15% Yahoo!
Bing
67%
Ask
Aol
Source: comScore Marketer, July 2012
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14. Paid Search (PPC)

15. What is Paid Search?
Query
Local
Paid Ad Listings
Paid Ad
Organic Results
Local Listings
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16. Relevancy is King
» Ads are ranked based on many factors
Text Ad Keyword
Amount Ranking on
You’re Search
Willing to Pay Results Page
Landing Account
Page History/CTR
Maximum CPC Bid Relevancy/Quality Score
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17. Paid Search Ad Rank
» Max CPC bid × Quality Score = Ad Rank
Competitor Max CPC Bid Ad Quality Ad Rank Position
A $4 x 1 = 4 4
B $3 x 3 = 9 2
C $2 x 6 = 12 1
D $1 x 8 = 8 3

18. Adjusting Match Types
Broad +Broad Modified “Phrase” [Exact] -Negative
•Any query •Any query •Query must •Ad only appears •Query can not
containing the containing the contain the words if the query is contain the
terms in any order term or close in the order you exactly what is term or
and along with variation have them contained in the phrase
other terms following the •Somewhat limits brackets •Ads will not
•Earns a LOT of “+” symbol impressions and •Least amount of display
impressions and •Limits the can increase impressions
may be less amount of CTR%
relevant impressions
typically
generated
Instant Oil Changes +Instant +Oil +Changes “Instant Oil Changes” [Instant Oil Change] -Cheap
Instant and Speedy Oil Inexpensive instant oil
Instant Oil Instant Oil change Cheap Oil Changes
Changes changes
Instant Changes
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19. Anatomy of a Text Ad
Text Ad Elements & Character Limits
Headline – 25 Characters
Description Line 1 – 35 Characters
Description Line 2 – 35 Characters
Display URL – 35 Characters
DO’s DON’Ts
•Provide a strong call-to-action •No superlatives (best, cheapest) unless
•Make a compelling offer verified within 2 clicks of landing page
•Ensure it’s relevant to the ad group •No words in all CAPS
•Write in proper text format •No more than one “!” in description
•Look at competitors for inspiration •Display URL must match Destination URL
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20. Anatomy of a Text Ad
Sitelinks Location Extensions
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21. Campaign Optimizations
• High CTR means the terms are relevant & have strong quality
score. Good scores are awarded lower CPC’s
CTR% • Low CTR terms need adjusted match types or to be paused
• High CPC’s spend budget quickly, so finding optimal selection
of low cost terms is the ultimate goal
CPC$ • Noting high CPC terms, increase match type or pause
• High position (3+) may have poor metrics: sort by highest
positions and consider increasing match type or pausing
Avg. Pos • Increase Max CPC bid for a term to influence positioning
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22. Local Search

23. What is Local Search?
Query
Local
Paid Ad Listings
Paid Ad
Organic Results
Local Listings
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24. What is Local Search

25. Local Listings Management
» 97% of Consumers search for local businesses online
can be there when their customers need them
» Manage the top 100 local listing sites including
Google+ for businesses, Bing Local, Yelp, etc.
March 2012 BIA/Kelsey's User View Wave VII Report
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26. SEO

27. What is Search Engine Optimization?
Query
Local
Paid Ad Listings
Paid Ad
Organic Results
Local Listings
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28. How Do Search Engines Create Rankings?
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29. Three Optimization Areas for SEO
1. Content Optimization
• New Content
• Updated Content
2. HTML Code Optimization
• Title tags
• Meta tags
• Header tags
• Image ALT tags
3. Inbound Marketing
• Influencing other channels
• Increasing links back to site
*IMPORTANT NOTE: All aspects of SEO are informed by Keyword Research.
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30. Mobile
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31. What is Mobile Search?
Local Listings
Paid Ads
Paid Ads
Organic
Results
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32. Mobile Search Facts
» Google controls 93% of the mobile paid search market
» 70% of desktop searches lead to an action within 1 month. 70%
of mobile searches lead to an action within 1 hour.
» Worldwide mobile advertising will reach $11.4 billion in 2013.
Sources: Internet Retailer & SocialMediaToday.com
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33. Q&A…
Thank you for attending!
• If you have follow-up questions or want more
information, please contact us:
Tim Metzner: http://linkedin.com/in/timmetzner
Connie Ross: http: http://linkedin.com/pub/connie-
ross/3/48a/448

34. Important Terms
» Search Engine: A program or tool that helps users locate information or
documents using keywords.
» Search Engine Marketing (SEM): Paid advertising on a search engine.
» Search Engine Optimization (SEO): Organic listings on a search engine.
» Keyword: Specific word(s) provided as an index to identify specific records or
documents, usually to facility search engines on the web.
» Visit Duration: Length of time a visitor is exposed to a an advertisement during an
online session.
» Tracking Pixel (Beacon): A measure whether the ad, page or email was successfully
viewed and other tracking purposes.
» Click-Stream: The navigational path or sequence of activity a user initiates while
online.
» Cookie: A file transmitted to a user’s browser to uniquely identify the user’s
browser.
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35. Key Resources Inform Search Plans
Industry-Leading Tools
Campaign Industry Search SEO
Keyword Research
Automation Trends Intelligence Analysis
Strategic Partnerships
Certified Agency Search Engines Local Listings Database Web Analytics Vendors
Uncover Consumer Insights through Search Behavior
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