SEM Highest ROI since ….

SEM: Highest ROI since …. News from the world of Search Engine Marketing WebMama.com Inc. 2005 Web Design World 2005 Are you a player in the hottest marketing strategy since: Bill Cosby yelled at us to ‘get out of that Jello Tree’ Farah Fawcett passed her shampoo to all her friends Some little old lady was looking for some protein WebMama.com Inc. 2005 Web Design World 2005 Why Search is HOT!  Pull Marketing  High ROI  Localization (yellowpages      WebMama.com Inc. 2005 Web Design World 2005 search) Personalization (social network search) More shoppers buying online via search – shopping engines Google IPO Revenue at Yahoo MSN getting in the game Much to Talk About  State of the Industry  Smarter Searchers/Smarter Results?  What is Search Marketing?  Contextual – are they just banners?  What does Search Marketing have to do with Web Design????  Where next? WebMama.com Inc. 2005 Web Design World 2005 Search Evolution – text-based ads 4Natural/Organic 4 Impression Based 4 Paid Inclusion 4 Pay-per-Click WebMama.com Inc. 2005 Web Design World 2005 WebMama.com Inc. 2005 Web Design World 2005 WebMama.com Inc. 2005 Web Design World 2005 European Search Engine Marketing To Grow 65 percent in 2005, Says Forrester Research Forrester Research - March 18, 2005 WebMama.com Inc. 2005 Web Design World 2005 Industry Update  4000 visitors at SES Chicago  Carat Interactive largest buyer of PPC worldwide?  42-47% of online marketing budgets spent on search  2-5% of advertising dollars spent online WebMama.com Inc. 2005 Web Design World 2005 Cost per Lead Across Various Direct Marketing Methods $12.00 $9.94 $ 9.00 $ 6.00 $ 3.00 $ 0.00 $.45 Search | $.50 e-Mail | $1.18 Yellow Pages | $2.00 | Banner Ad Direct Mail Source: U.S. Bancorp Piper Jaffray, The DMA WebMama.com Inc. 2005 Web Design World 2005 Have we got all the Eyeballs already? Running out of search impressions, running out of english-speaking searchers. French speaking? Spanish speaking? WebMama.com Inc. 2005 Web Design World 2005 Pieces of the Pie WebMama.com Inc. 2005 Web Design World 2005 State of Media Providers  Yahoo  Google  MSN  Others WebMama.com Inc. 2005 Web Design World 2005 Smarter?  Searches are 2-3 words now  Searchers are using search boxes to find things they already know where to find  ‘ebay’ #1 search term  Getting used to seeing ads and not clicking on them, kind of like banners  Better organic results? Spam Busters.  Better targeted local results -yes WebMama.com Inc. 2005 Web Design World 2005 What is Search Engine Marketing? Text-based online advertising WebMama.com Inc. 2005 Web Design World 2005 Google Adwords – Paid Search WebMama.com Inc. 2005 Web Design World 2005 Organic/Natural Listings WebMama.com Inc. 2005 Web Design World 2005 Content-Based Ads WebMama.com Inc. 2005 Web Design World 2005 Search Engine Optimization Natural and Organic Results Visibility  More important than ever  Big companies are playing now  Competition is heating up  PPC prices going up  60% of people click on organic  But only 10% of large B2B companies are ‘doing’ SEO  Consultants can charge more money for SEO services  Monthly Retainer  Changes don’t happen as often  Should Web Designers add it to their repertoire? WebMama.com Inc. 2005 Web Design World 2005 Fundamentals Don’t Change  Architecture  Linking  Technology  TITLE tags  Meta Tags  Content, Content, Content WebMama.com Inc. 2005 Web Design World 2005 Keyword Selection WebMama.com Inc. 2005 Web Design World 2005 Legacy Terms vs New Markets  Choose Keywords that searchers search for   Hard choices  Look at PPC conversions  Look at referral traffic and how far they get into the site  Look at wordtracker  Look at PPC traffic estimates WebMama.com Inc. 2005 Web Design World 2005 Challenges to Site Optimization • They are not marketers •They should not control the lead generation on the website or for the company WebMama.com Inc. 2005 Web Design World 2005 www.hp.com/music WebMama.com Inc. 2005 Web Design World 2005 Elements of Search Engine Marketing  Paid Inclusion  Pay-per-Click  Contextual  Behavioral  Shopping Engines  Local Search (IYPs, Guides) WebMama.com Inc. 2005 Web Design World 2005 Paid Inclusion  A must do  Cheaper (.20-.30c/click)  Critical to Yahoo rankings  Example – ‘management’  Leads to a more enticing result – better for lead generation  Makes Yahoo results more relevant WebMama.com Inc. 2005 Web Design World 2005 PPC  High ROI - 10x banners?  Costs are dropping on generic words and increasing on 2-3 phrases  Broad match is default on Overture and Google now  Conversion analysis is changing the way people bid  Bid Management important if budget is a concern WebMama.com Inc. 2005 Web Design World 2005 Branding  12% uplift in Brand awareness with PPC ads – IAB report  Visitors are more likely to click another time  Lower Conversion rate  Different metrics for branding and awareness campaigns  Higher Cost for trademarks  Do you need to bid on your trademark? WebMama.com Inc. 2005 Web Design World 2005 PPC/SEO advertising is PULL Marketing You aren’t beating people over the head to get them to click on your ad. They are looking for you! WebMama.com Inc. 2005 Web Design World 2005 Contextual  Beating people over the head but softly  Shows up when content contains keywords in PPC campaigns  Does not convert as well  Prices will come down  B2B – does not seem to be useful  Aside: Syndication of Google results increases traffic by 60% but quality goes way down WebMama.com Inc. 2005 Web Design World 2005 Behavioral Pay-per-click WebMama.com Inc. 2005 Web Design World 2005 Shopping Engines  Google – froggle is free but not well used  Others are ppc / XML feeds primarily  Results show all competitors at same time  Examples WebMama.com Inc. 2005 Web Design World 2005 Local Search  Natural Search Results looking for local information  www.kelseygroup.com/conferences \  Amazon A9 example WebMama.com Inc. 2005 Web Design World 2005 Challenges with Search  Changing all the time  Limited inventory of impressions  Relevancy (IMHO) is getting worse  Spammers are winning – we need another Florida update  Affiliate marketing in SEM needs to be managed WebMama.com Inc. 2005 Web Design World 2005 Challenges of SEM/PPC  Lack of tools to make it easy for small business  Changing landscape  Hard to determine budget and spread out advertising at the same time  People aren’t using conversion tools  Large companies win at SEO  We are still in the pimple stage WebMama.com Inc. 2005 Web Design World 2005 What’s Next?  Higher quality local  Better Spam Controls  Best Practices and Standards  Yahoo integration with Overture  MSN PPC, etc  More portal functions from Google  And the next search engine is ….. WebMama.com Inc. 2005 Web Design World 2005 SEMPO Search Engine Marketing Professional Organization Established to educate marketing managers worldwide on the value of search engine marketing. Join us – www.sempo.org WebMama.com Inc. 2005 Web Design World 2005 Resources for Learning and Selling SEM  www.searchenginewatch.com  www.sempo.org  www.webmama.com  www.highrankings.com  www.marketingsherpa.com  www.emarketer.com  www.clickz.com WebMama.com Inc. 2005 Web Design World 2005 Thank you. Barbara Coll bcoll@webmama.com WebMama.com Inc. 2005 Web Design World 2005