sem in 2013 & beyond
TRANSCRIPT
SEM in 2013 & Beyond
Proven Ways to Increase Visibility, and Generate Leads
BMA Milwaukee Morning Workshop: June, 2013
I n t r o d u c t i o n s
• Anthony Piwarun • Search Engine Marketing
Manager • 5 years of SEM experience • Local clients: – Wheaton Franciscan – Johnson Controls – Associated Bank
I n t r o d u c t i o n s
• Cassy McClure • Senior Search Marketing
Specialist • 4+ years SEM experience • Key accounts: – MOSH – Wacker Neuson – CCH Group – Fisheries Supply
I n t r o d u c t i o n s
• Allie Kelly • Senior Search Marketing
Specialist • 4 years SEM experience • Key Accounts: – ASQ – Generac – Johnson Controls
ANN ARBOR, MI
MILWAUKEE, WI
A b o u t Z e o n S o l u t i o n s
Founded in 2003 HQ Milwaukee, WI
Merged with Grand River January 2012
ENTERPRISE E-COMMERCE
ENTERPRISE CMS
DIGITAL MARKETING
DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES
For more than 10 years, Zeon Solutions has successfully delivered enterprise-scale, effectively-designed custom applications and e-business solutions on time and within
budget for customers worldwide. Our broad range of services include:
Development & Design • Customization & Support • Mobile & Search Marketing
24 7 350+ Worldwide Employees Development & Support
Global Delivery Model
MILWAUKEE, WI
SEATTLE, WA
ANN ARBOR, MI
BOSTON, MA
NAGPUR
A b o u t Z e o n S o l u t i o n s
Recognized as one of the fastest growing private companies in North America by Inc. 500 ‣ Four-time honoree ‣ 6th in IT/e-commerce segment in 2010 ‣ 90th in IT services in 2011 Recognized as a Future 50 company by Metro Milwaukee Association of Commerce (MMAC) - 2008, 2009, 2011; Earned Master Mettle Award. Recognized as a Fastest Growing Firm by Milwaukee Business Journal – 2011, 2012
A b o u t Z e o n S o l u t i o n s
S e l e c t e d S E M C l i e n t s
• Quick Poll • Background • What is SEM? • Convergence of Media • Alignment • Case Study • Q&A
A genda
Q u i c k P o l l
• How many of you know what Search Engine Marketing is?
• How many of you know what SEO is? • PPC? • What are Panda & Penguin?
S h ow o f h an ds …
W h a t i s S E M ?
W h a t i s S E M ?
W h a t i s S E M ? ( c o n t . )
W h a t i s S E M ? ( c o n t . )
S E M i n a N u t s h e l l ( P P C )
• Paid Search – Paid visibility using keyword-based auction system
• Pay by volume impressions or clicks • Target via keywords, audience demographics, etc.
– Channels include • Display advertising on Google Display Network • Product Listing Ads (PLA’s) via Google AdWords • Social Advertising on Facebook, LinkedIn, Twitter & YouTube
– Quick turnaround for fast visibility and testing – Gives insight into search behavior for long-term organic
search strategy development
S E M i n a N u t s h e l l ( S E O )
• Organic Search – Organic (Free) visibility based on
• Relevance: is content on your website relevant enough to match the searcher’s query?
• Trust: what type of industry are in? Are you in a bad neighborhood?
• Authority: Quality links, citations, and social mentions
– Building up relevance through content, and trust / authority via link building, social media engagement and citation acquisition takes time
– SEO never ends… it’s constantly evolving
W h y i s S E M I m p o r t a n t ?
W h y i s S E M I m p o r t a n t ?
85%
of internet sessions begin
on a search engine
W h y i s S E M I m p o r t a n t ?
73%
of all clicks occur in the top
four search results
W h y i s S E M I m p o r t a n t ?
$26.8b
Estimated value of SEM industry by end of CY 2013; continued growth
in YOY revenue
S E M : B a c k i n t h e D a y
• A realized opportunity – Somewhat spammy…
• SEO – Heavy on-page – Unnatural off-page
• PPC – Less control
H o w S e a r c h H a s C h a n g e d
• Changes in user behavior – Mid/long-tail keyword searches – Mobile & tablet devices – Social media
• Blended search results • Multi-channel funnel tracking • Website engagement activities – Downloads, external links, pageviews, etc.
H o w O r g a n i c S e a r c h H a s C h a n g e d
• Organic Search – Content is king! – Return high-quality sites to top
of SERPs • Panda (February 2011)
– Penalizing “low-quality sites” & “thin sites”
• Penguin (April 2012) – Penalize websites using
manipulative techniques for high rankings » Keyword stuffing, cloaking,
duplicate content
H o w P a i d S e a r c h H a s C h a n g e d
• Paid Search – Enhanced campaigns
• Sitelinks, call extensions, etc.
– Experiments – Keyword research tools for multi-devices – Remarketing – Shopping
C o n v e r g e n c e
I n t e g r a t i o n o f P a i d , O w n e d & E a r n e d M e d i a
C o n v e r g e d M e d i a
PAID MEDIA ü social ads ü online ads ü paid search
C o n v e r g e d M e d i a
PAID MEDIA ü social ads ü online ads ü paid search
EARNED MEDIA ü organic search ü press mentions ü social mentions
C o n v e r g e d M e d i a
PAID MEDIA ü social ads ü online ads ü paid search
EARNED MEDIA ü organic search ü press mentions ü social mentions
OWNED MEDIA ü branded search ü corporate publications
C o n v e r g e d M e d i a
CONVERGED M E D I A
OWNED MEDIA ü branded search ü corporate publications
EARNED MEDIA ü organic search ü press mentions ü social mentions
PAID MEDIA ü social ads ü online ads ü paid search
A l i g n m e n t
• Benefits of alignment – Utilizing core strengths – Shared media schedule – Complimentary targeting methods – Consistent advertising messages
A g e n c y / I n - H o u s e A l i g n m e n t
• Shared Media Calendars – Integrated campaigns – Boost visibility with offline media – Ensure measurability with baseline
measurements
A g e n c y / I n - H o u s e A l i g n m e n t
• Subject matter expert 1x1’s – As search engine marketers, we *need* to
be subject matter experts – SME interviews allow marketers to gain
invaluable insight in an “open mic” setting
A g e n c y / I n - H o u s e A l i g n m e n t
• Status meetings (internal & external) – Scheduling monthly in-person meetings
allow us to illustrate progress and speak to what we’ve done to move the needle – Meeting with internal teams (in-house or
agency) allow marketers to align and prioritize
A g e n c y / I n - H o u s e A l i g n m e n t
M e t r i c s B e h i n d t h e M a d n e s s
• Agree upon KPIs – Ensure they are measurable
• Campaign-specific KPIs • Campaign-specific reporting
M e t r i c s B e h i n d t h e M a d n e s s : O r g a n i c
• Off-site – Link inventory – Search visibility
• Rankings • Keywords driving visits • Landing pages receiving traffic
• On-site (actual traffic) – Engagement – Conversions
M e t r i c s B e h i n d t h e M a d n e s s : P a i d
• Off-site – Visibility among competitors
• Impression share, impressions, average position, etc.
– Activity and quality • CTR, “Quality Score,” average cpc, etc.
• On-site – Engagement – Conversions
C a s e S t u d y
C a s e S t u d y
• Began working with Wheaton Franciscan in July 2012 to increase visibility in search through both SEO and PPC Management
• Campaign-based approach on hospitals, service offerings, and locations
• Search marketing efforts closely tied to offline media buys
• Idea was to increase awareness in search when potential patients would see an offline ad
C a s e S t u d y : O r g a n i c S e a r c h
• Goal for WFMG from an organic perspective was to increase non-branded search traffic to the site as a whole
• Campaign-specific integrated digital marketing also a top priority
• Traffic baseline and benchmarks established prior to activities to ensure measurability
C a s e S t u d y : O r g a n i c ( c o n t . )
Four Step SEO Approach
C a s e S t u d y ( c o n t . )
• MOSH – Main objectives
• Visibility • Lead Generation
– Requirements • Geographical
locations • Demographics • Budget
C a s e S t u d y A p p r o a c h
• MOSH Approach – Target core areas
• Brand • Physicians • Services
– Testing • Keywords • Ad copy • Landing pages • Enhanced targeting
C a s e S t u d y A p p r o a c h ( c o n t . )
• MOSH Visibility Results – Top 3 ad positions on Google – 90%+ average impression share – Paid search increased traffic to website 17% in
first month • 2-4% incremental increases each month following
account launch – Bounce rate lower than website average – Average # pageviews higher than website
average
C a s e S t u d y A p p r o a c h ( c o n t . )
• MOSH Lead Generation Results – Phone lead measurement
• 77% - 84% of monthly lead generation
– Form submissions • Physician appointment request forms launched • On average, 400% increase in form submissions
– Average cost-per-acquisition exceeding expectations
C a s e S t u d y A p p r o a c h ( c o n t . )
• PPC Advertising – Where?
• Start on Google SERPs – When?
• Work alongside other marketing initiatives – What?
• Service offering by entity – How
• Leverage enhanced targeting • Perform ongoing testing
C a s e S t u d y A p p r o a c h ( c o n t . )
• Worked alongside marketing initiatives – Media calendar – SEO insights – Internal experts
C a s e S t u d y A p p r o a c h ( c o n t . )
• Leverage enhanced targeting – Location targeting – Day parting – Phone call extensions – Sitelink extensions
C a s e S t u d y A p p r o a c h ( c o n t . )
• Perform ongoing testing – Ad copy – Location targeting – Mobile variations – Interface features
C a s e S t u d y A p p r o a c h ( c o n t . )
• Test results and ongoing management resulting in… – Growing off-site and on-site engagement – Full impression share – Driving force for new traffic
K e y T a k e a w a y s
K e y T a k e a w a y s
• Alignment • Integration • Strategy • Training • Evangelism
Q u e s t i o n s ?
Thank You! Email any questions to: