sem in 2013 & beyond

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:

Anthony.Piwarun@ZeonSolutions.com