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Internetrix Researchby Michael David

How to Succeed withSearch Engine Marketing in 2013

May 1, 2013

© Internetrix 2013. Reproduction Prohibited

How to Succeed with Search Engine Marketing in 2013.

The following research paper aims to provide organisations with the appropriate information, concerning the constant changes of Search Engine Marketing (SEM). The key aim of a company’s SEM services is to increase traffic to their client’s websites. Recommendations on improving your current SEM process, involves understanding a variety of new tools/techniques/trends which are suggested.

It appears Google will remain the most effective network within 2013. As Google dominates as the most popular Search Engine worldwide, this evidently shows their Display Network will additionally produce more exposure for companies marketing through them.

The white paper includes a detailed description of the new top-notch SEM software products available for campaign management. These can be implemented within an organisation, to provide an ongoing and sustained competitive advantage.

Furthermore, ad creation strategies supply a framework for defining the interaction of ad content, ad templates and ad targeting. Internetrix has intended to point organisations in the right direction, relating to ways in which they can produce effective display ads.

The effectiveness of SEM is differing from diverse industries and budgets. The Industry/Price analysis will support organisations in developing a business strategy for particular industries, and increase their earnings within 2013. Also in 2013, landing page strategies continue to affect the way in which companies sell, lead and generate with SEM. Landing pages are one of the most significant features to think about when running a SEM campaign.

The white paper continues to explain persuasion architecture, the digital persuasion equation and the best conversion measurement tools for SEM in 2013. Additionally, a discussion of the top 10 Google AdWords Australian Case studies has been included.

Finally, Personalisation is currently a major impact on all aspects of the web. Remarketing can be defined as a feature which allows companies to reach users who have formerly visited their site and demonstrate appropriate ads when they visit other sites on the Display Network.

May 1, 2013

How to Succeed withSearch Engine Marketing in 2013.by Michael Davidwith Christie Cassar and Itwik Joshi

EXECUTIVE SUMMARY

3How to Succeed with Search Engine Marketing in 2013.


TAbLE oF CoNTENTS

Executive Summary

Introduction

Google Display Network

Tools

Ad Creation Strategies

Industry/ Price Analysis

Landing Page Strategies

Measurement of Effectiveness

Case Studies

Impact of Personalisation

Conclusion

Appendix - References

2.

4.

5.

7.

8.

10.

14.

15.

19.

21.

22.

23.



INTRoDUCTIoN

Search Engine Marketing (SEM) “is often used to describe acts associated with researching,

submitting and positioning a Web site within search engines to achieve maximum exposure

of your Web site” (Webopedia, 2012). The key aim of a company’s SEM services is to increase

traffic to their client’s websites. The following report will address 8 key topics in detail,

outlining how organisations can remain ontop and updated within their industry. The key topics

will be ordered as follows:

1. Google display network

2. Tools

3. Ad creation strategies

4. Industry/ Price analysis

5. Landing page strategies

6. Measurement of effectiveness

7. Case studies

8. Impact of personalisation

By examining these topics, organisations will have the ability to focus on further developing

their existing SEM process and techniques. SEM is constantly changing due to many factors and

it is vital for companies to be aware of the recent development and trends.



GooGLE DISPLAY NETWoRk

What is the Google Display Network?

“The Google Display Network is a collection of partner websites and specific Google websites

-- including Google Finance, Gmail, Blogger, and YouTube -- that show AdWords ads” (Google,

2012). Whilst screening ads on the Display Network, a business has the ability to:

Reach a wide range of clientele with broad interests. This is achieved by capturing

people’s attention at different positions within the buying cycle.

Select which sites/pages to have campaigns appear on. This comprises of selecting

specifically where a business wants their ads to appear, as well as audiences to

demonstrate their ads to.

Engage customers with attractive ad formats. The Google Display Network allows the

appearance of text, images, videos, and rich media formats.

To become recognized within a sea of ads throughout millions of websites, is quite challenging.

To assist a message in standing out, selecting the correct audience is vital. Utilizing the correct

targeting tools will place a message in front of the correct audience at the appropriate time,

for the most successful impressions. The targeting tools which Google embraces to reach out

to the most accurate audience include: Contextual Targeting, Placement Targeting, Contextual

and Placement Targeting, Display Campaign Optimizer, Remarketing, Interest Categories,

Above the Fold Advertising, Demographic Bidding, Geographic and Language Targeting, Ad

Scheduling, Frequency Capping, and Exclusions.

Within Australia, Google is competing against a number of diverse Display Networks such as

Bing, Yahoo, and Facebook.



What is the impact of Yahoo!7 on the Google Display Network?

What is the impact of Bing on the Google Display Network?

Everyday, half a billion active consumers use a total of 700 billion minutes on Facebook.

Due to these statistics, advertisers and agencies are applying extra attention to Facebook

as a key element of online advertising. “With an audience that clearly identifies its interests

and demographics, search engine marketers are working harder than ever to incorporate

Facebook into their strategic planning and execution either on the Facebook platform directly

or by leveraging third-party campaign management solutions” (SMN, 2012). It is significant to

comprehend the unique characteristics Facebook offers, when promoting a business with ads.

The phases Facebook offers, when creating a Marketing Campaign with their network include:

Identifying your Goals, Target the Right People, Design an Engaging Ad, Manage your Budget,

and Review and Improve.

Yahoo!7 moreover contains the technology to specifically target advertising to a particular

customer category. The technology additionally helps companies communicate to their

audience at the accurate time in the purchase cycle. This provides them with massive flexibility

for the messages they desire to present. The targeting tools Yahoo!7 offers within their

Marketing Campaigns include: Demographic Targeting, Time-of-Day/Day-of-Week Targeting,

Behavioural Targeting, Geographic Targeting, Segment Targeting, and High-income geo-

targeting.

Bing assists users in creating a campaign in a few simple steps. The steps Bing offer, when

creating a Marketing Campaign within their network include: Choosing the right keywords,

Write effective Ad copy, Track your conversions, Build on what works, Save time with advertiser

tools, and Reach more potential customers.

From this research, it appears Google will remain the most effective network during the

remainder of 2013. As Google dominates as the most popular Search Engine worldwide, this

evidently shows their Display Network will additionally produce more exposure for companies

marketing through them.

What is the impact of Facebook on the Google Display Network?



TooLS

What are the best tools to be using in 2013?

Whilst implementing SEM campaigns, selecting effective tools can assist an organisation in

saving time and additionally provide them with significant information required to analyse,

track, and report on their efforts over time. There are many useful SEM tools on the market

in 2013 and professionals are required to discover the best options which can benefit their

organisation. The following section aims to provide organisations with an insight of the new

top-notch SEM softwares, which can assist in providing an ongoing and sustained competitive

advantage.

SEMRush is a tool proposed for Google organic and AdWords keywords research. The tool

offers users a snap shot, of a domain’s distribution comprising of the highest Google keyword

rankings. This tool is ideal for companies who want to identify which keywords a website

currently ranks for.

Advanced Web Ranking is a java-based application tool which assists companies in achieving

the top rankings within search engines. Packages range from $99-$1500, and they contain the

capability to track keyword rankings over time and export data into XML format. The Advanced

Link Manager aids an organisation to monitor their incoming links and additionally keeps them

educated as to where they originate from and what their content is. Advanced Link Manager

further permits a business to collect data. This feature establishes the full compatibility the tool

maintains with Google and Yahoo. Therefore, it is one of the most search engine friendly tools

on the market.

Compete is an online tool which is available both free and paid. The free version restricts the

quantity of data a business is able to obtain. The paid version can provide organisations with

a relative traffic comparison of diverse sites. This is handy for companies who desire a rough

estimate of how much traffic a website is receiving. The features in which the Compete tool

offers includes: Traffic and Engagement Metrics, Demographic Data and Keyword and Search

Metrics.



AD CREATIoN STRATEGIES

What are the most effective Ad Creation Strategies?

Ad creation strategies supply a framework for defining the interaction of ad content, ad

templates, and ad targeting. A business can combine its objectives with its optimization

objectives and apply this result to a number of strategies. This will permit advertisers to

determine the perfect balance among automated optimization and insight-driven control.

The following section will outline a few Ad Creation Strategies effective in 2013. Ultimately,

this aims to point companies in the right direction, relating to ways in which they can produce

effective display ads.

As stated by the Google Adwords Help website, the top strategies in creating effective display

ads are as follows:

1) Creating your own content for display ads: This strategy can be implemented through

building an ad with the Display Ad Builder, which is a rapid/simple solution for creating ads. The

tool supplies pre-made display ad templates among a complimentary image library. Saving time

and effort is the biggest advantage of using this strategy. Business’s have the ability to focus on

other details inside the ad, instead of producing their own images.

This strategy can additionally be implemented through the editing of images. When displaying

ad previews, the display ad builder has the capability to preview how a display ad will appear,

whilst someone is currently creating it. The preview appears beside the template as someone

builds the ad, making it simple for designing purposes. Furthermore, the display ad builder

offers companies with the choice to select ad sizes, which Google provides for the ad. Various

ad sizes, do not work well with certain images an organisation may wish to use. Therefore,

it is important that organisations create image displays within the ad size, by using the ad

preview discussed above. It is a disadvantage to use a certain size, if the image or content is not

displayed correctly.

2) Use Text, images, and colour schemes effectively: This strategy can firstly be achieved

by building custom images. Custom images are useful for unique graphics related to a specific

business or service, which are not previously obtainable inside the display ad builder.



Secondly, this strategy can also be achieved by creating the ideal display ad. This includes taking

advantage of:

- Effective use of colour: This tip includes selecting easy-to-view colours. Customizing the

colour scheme of an ad is extremely important, as bright colours can appear unpleasant and

complicated to read. Using contrasting colours is the best option to undertake.

This tip also suggests to match your ad colours, to the colour schemes of the sites you target. If

a business wishes to target their ads to a certain site, they should consider tailoring the colour

schemes to match the colour of that sites page. “If your ad looks unattractive or out of place on

a page, customers will be less likely to click” (Google, 2012).

-Balanced ad content: It is significant that the text and images inside the ad are balanced

within the body of the display ad and between the overall ad sizes. Companies are suggested to

verify their ad in each obtainable ad size and resize any images as required.

- Clearly visible display URL: A display URL should be visible to all users. Therefore, selecting a

contrasting colour to the ads background is essential.

3) Experiment with different display ad types and content designs: This strategy can

be achieved by attempting to use different ad contents. Businesses intend to implement a

standout ad. Therefore, experimenting through diverse templates, colours and content is a

great way to discover the best results. One idea for improving the display ad campaigns within

this strategy is getting crafty with colour. “Changes to the background and font colours of

display ads can dramatically increase clickthrough rates, which can lead to more impressions

and more conversions. Create multiple versions of the same ad in the same ad group and try

out different variations to see how they perform” (Google, 2012).



Industry/ PrIce AnAlysIs

What can be learned from the Industry/Price Analysis?

The following section will outline the effectiveness of SEM differing from diverse industries and

prices. This intention is to assist organisations in developing a business strategy for particular

industries and increase their earnings within 2013. In 2011, 96% of Google’s revenue of $37.9

billion came from advertising. The industries which contributed the most to Google’s annual

advertising revenue were:

Wordstream, is a corporation who undertook research into which keyword categories draw

the highest Cost Per Click (CPC). The most expensive keywords appeared to be products of

societies needs. This is evident, due to the fact that users are searching for information and

assistance with topics that are a part of daily life. The highest CPC keywords were as follows:

Finance & Tourism

Insurance

$4.0 billion

$54.91 Top CPC

Retailers & General Merchandise

Loans

$2.8 billion

$44.28 Top CPC

Travel & Tourism

Mortgage

$2.4 billion

$47.12 Top CPC

Home & Garden

Credit

Jobs & Education

Attorney

$2.1 billion

$36.06 Top CPC

$2.2 billion

$47.07 Top CPC



What is the benefit of using Long Tail phrases?

Using long tail keywords is a smart strategy for SEM. The long tail phrases will assist a

company’s SEM efforts by mounting their reach and providing their customers with articles and

information that answer specific questions they have. It is vital to understand how to find long

tail keywords and use them on a website, before attempting to implement long tail keyword

marketing.

“Long tail keyword phrases are ones that don’t have as large a search volume as more popular

terms, but have enough volume to make a difference in your SEO marketing efforts” (Kyrnin,

2012). AdWords is the most popular keyword research tool used to find long tail keywords. It

is important to select terms that receive enough searches to help, however not be so admired

that a good ranking will not be established.

By observing the image above, we see alot more long tail phrases than short tail terms.

Cumulatively a business can receive increased traffic, although individual long tail terms

may not produce much traffic by themselves. However since they commonly convert better,

companies desire to rank highly across the board for these phrases.

Long Tail SEO

KEY PHRASE CURVE

1 WORD PHRASES “shoes”

223 WORD PHRASES “mens shoes”

MORE DESCRIPTIVE PHRASES “red nike mens running shoes”

HIHigh Cost& Competition

HLow Cost& Risk

Low Probabilityof Convesion

High Probabilityof Convesion

Figure 1 – Long Tail Phrases (Karrer, 2009)

Long Tail SEo



The following image shows the Long Tail result for various industries and keywords, using the

CPC statistics generated by Google in 2011.

Figure 2 - Long Tail result for various industries



The following image shows the breakdown of certain industries and the keywords/CPC

statistics generated by Google in 2011.

Figures 3 - Breakdown of certain industries and keywords



LANDING PAGE STRATEGIES

What are effective Landing Page Strategies in 2013?

A landing page is one of the most significant features to think about when running an SEM

campaign. It establishes whether a person who clicked on the ad, will continue forward or

discard their search. In 2013, landing page strategies continue to affect the way in which

companies sell, lead and generate with SEM.

One important SEM landing page strategy is containing a ‘clear Call To Action’ (CTA). It is vital

for companies to eliminate any excess information or CTA and present the visitors with as

few action options as possible. A feature such as a navigation bar is not ideal on a landing

page. They give visitors too many ways to exit the campaign. Therefore, it is perfect to keep a

navigation bar or other similar features, on the company website and off a landing page.

Another important SEM landing page strategy is ‘cleaning up the clutter’. It is highly suggested

to keep a landing page as minimalist as possible. Features such as links to other pages, extra

images and excess content in the form of navigation should all be removed. Pushing the

landing page visitors into a lead funnel is the primary goal. Therefore, only giving them the one

focus of filling out the form is vital.

The strategy of ‘keeping it short’ is also significant. The fewer questions a company requests

on their form, the higher their conversion rate will be. “Prospects do not want to fill out 12

questions to get whatever collateral you’re offering” (Niziak, 2012). It is essential for companies

to keep in mind, that once they have captured a customer’s basic contact information, they can

then build out their profile throughout future campaigns.

Additionally, ‘understanding your visitors’ is a strategy continuing throughout 2013. Potential

customers, who have encountered a landing page, are not concerned in reading anything

extensive about the company. These people are known as ‘scanners’ and glance at landing

pages briefly for relevant content. “Try to keep all of your important content (CTAs, value

propositions, etc.) above the fold. If you need to, you can provide additional content below the

fold, but it should still include an opportunity for prospects to take action and follow your CTA”

(Niziak, 2012). It is ideal to develop forms which follow the viewer as they scroll up and down

the page. Additionally it is effective to present CTA reminders, so viewers don’t exit the page

without taking the company’s desired action.



Finally, ‘using thank-you pages’ is another valuable SEM strategy. They offer great ways to up-

sell or cross-sell further products/services that your organisation offers. “If a visitor converted

by trying a free trial of your product, you can up-sell your paid product on your thank you page”

(Niziak, 2012). A company can further use a thank-you page to advance the engagement of

their visitors. This can be achieved by suggesting extra helpful content, or offering the visitors

with the chance to contact the company’s sales team instantly – either by a phone number,

email, chat box, or video Skype chat.

The five SEM strategies discussed above are great ways to create successful landing pages in

2013. In conclusion, if a company focuses on constructing persuasive landing pages with clear

CTA’s, they will be on their way to advancing their conversion numbers.

MEASUREMENT oF EFFECTIVENESS

How can you measure campaign effectiveness?

Measuring digital persuasion has always been a difficult concept for many businesses to

grasp. Pin pointing those aspects that help companies persuade their customers in the digital

environment, are unpredictable as they are unseen. It is much more difficult than face to

face deals, where a company can easily monitor the actions that their customers/potential

customers are performing. The following section will outline persuasion architecture, the

digital persuasion equation and the best conversion measurement tools for SEM in 2013.

Persuasion architecture can be defined as “a website has been constructed in such a way

as to convince visitors to take the action(s) you desire” (Omniture, 2005). It has commonly

been conceptualized from the customer’s viewpoint. A website with outstanding persuasion

architecture has the following features: clear calls to action, concise/simple to comprehend

language, navigational fundamentals that are universally accepted and tested, and reminders

throughout the customers’ sessions regarding the benefits, safety and relevance of utilizing the

website.



What is a conversion funnel?

Conversion Funnel reporting is currently known as the top measure, to observe how persuasive

a website is. A conversion funnel can be described as “the path a customer takes from entering

your site through the checkout process and finally the end goal being the purchase or signup

confirmation page” (Amber, 2008). The funnel firstly illustrates the page which claims the

majority of visits. It then demonstrates each page thereafter, showing the less visited pages as

people exit the website throughout the conversion process.

Figure 4 – Conversion Funnel (Totheweb, 2010).

The above is an example of a conversion funnel, showing how they operate. This technique

offers companies significant information, which can assist them in increasing the time spent on

site, bounce rates, conversions and sales. By understanding how customers move throughout

your website, you can establish what changes need to be made and on what webpage(s).

Therefore, observing your customer’s behaviour shows how persuasive and user-friendly your

website is and which pages are not directing your customers to complete the next action. In

conclusion, a conversion funnel indicates how many customers make it through each step of

the website process and where they exit most frequently.



What is the Digital Persuasion Equation?

The above image demonstrates the digital persuasion equation developed by Brian Cugelman

(an online strategy and research consultant) in 2011.The following image continues this

equation, demonstrating the 8 spheres of digital influence. These are also explained.

Figure 5 – Digital Persuasion Equation (Cugelman, 2011).

Figure 6 – Eight spheres of Digital Influence (Cugelman, 2011).



Source - “The person, organization, or group behind a website, social media profile, ad, or

message” (Cugelman).

Media channel - “The various media used to express something. Eg. Written words, spoken

dialogue, photos, video, interactive websites, email” (Cugelman).

Audience - “The person or organization you are trying to engage and influence. It comprises

their demographics, traits, and psychology” (Cugelman).

Feedback message - “The information an audience shares with the source that is used to tailor

messages. In other words, any data collected about a user that is processed and acted upon.

This is the foundation for relationship building” (Cugelman).

Intervention message - “What you express or do. In other words, the tangible communication

or action you express to an audience” (Cugelman).

What are the most effective conversion measurement tools?

In 2013, many SEM conversion measurement tools aim to indirectly capture the voice of

website visitors. This allows companies to gather information based on their customers

behaviours and the persuasion of their websites. These tools include: Google Analytics, Crazy

Egg, Click Tale and LiveBall. Internetrix suggest to further look into these tools, to assist in

measuring the effectiveness and customer persuasion in the digital industry.



CASE STUDIES

What are some recent Australian case studies?

The following section of the report compares the top 10 Australian SEM Case Studies. These

can assist organisations in discovering how those companies became successful, as well as their

planning, conversion rates and innovation. The top Google AdWords Australian Case studies are

listed as follows:

Flexicar: “AdWords produces far more results for us than any other form of advertising. On top

of that, these results can be easily tracked. We have complete control of our online advertising

and are given all the tools necessary to easily see what’s working and what’s not, which will

allows us to make appropriate changes to achieve great success” (Joyce, 2011). Flexicar has

grown by 400% in the last year, relying heavily on Google AdWords.

The Complete Basketcase: “Google AdWords is the front door to our business. Everyone uses

the Internet, and Google allows us to effectively reach our customers, who would have never

been able to find us otherwise. Google AdWords is still the only advertising product we use

here at The Complete Basketcase. We will be using it for as long as we are in business” (Turner-

Boys, 2011). Google AdWords has currently increased their online sales by 40%.

Chimu Adventures: “What Google AdWords has done is open up overseas markets for us

and has made Chimu an international company. Only about 35% of our business comes from

Australia. The rest comes from all over the world, and they wouldn’t have even known about us

if it weren’t for Google” (Carey, 2011). Google AdWords has increased this business by 90%.

The Cheeky Food Group: “Up to 80% of our new business comes from Google AdWords. I

know exactly how much money I’ve spent, how many leads I’ve got as a result, how many sales

have resulted from those leads, and how much money has come in from those sales. Unless you

do that you could be throwing away a lot of money and not know what is working and what

isn’t” (Watson, 2011).

Advanced Catering Concepts: “People want accountability and value from their advertising

and AdWords is able to provide this, while giving our business unmatched results. Currently,

80% of our web hits are coming from AdWords” (Hayton, 2011).

Equipmed: “We have complete control over the costs of advertising with AdWords. Since we

are paying for clicks and are able to track conversions, it is the most targeted and accountable



way to reach our target audiences. With Google AdWords, we have been able to grow our

market online and see the effects of this product right before our eyes” (Nutman, 2011).

Google AdWords has assisted in increasing this business by 500%.

Our Wishing Well: “AdWords is the most effective way to advertise my site, with regards to

both achieving my company’s goals and controlling marketing costs. For example, a magazine

ad for us would cost around $5,000 and can bring in a couple of new clients. With AdWords,

for that same price, we can bring in over 500 new clients” (Renzi, 2011). Google AdWords has

improved this business’s online traffic by over 300% whilst taking their cost-per-conversion

down extensively.

Yardgames: “We initially started with a small daily budget of $25 but have since increased

it significantly after seeing phenomenal results that we could not achieve through other

advertising strategies. We immediately went from getting 100 visits to the Yardgames website

a day to getting 1200 visits a day” (Richmond, 2011). Google AdWords receives over 50% of this

websites traffic.

My247.com.au: “AdWords remains our most cost-effective marketing channel. When launching

guides toward a new city, we are instantly able to set up a targeted AdWords campaign to start

receiving traffic by turning on the tap. I can’t imagine that any other form of advertising will

compare” (Kettle, 2011). GDN increased the traffic to this site by 40%.

Strategic Data: “In the last 18 months, 50 percent of our business has been new work arriving

via AdWords” (Unknown, 2011).



IMPACT oF PERSoNALISATIoN

What is the Impact of Personalisation?

What is Remarketing and how is it effective?

Personalisation is currently driving major change on all aspects of the web. The internet and

search has recently moved through a new social phase and Google’s most current proposal

Search, ‘plus Your World’ is taking this trend beyond. Google has attempted to personalise

search before, however in this occasion it will intensely incorporate Google+ Social Network

with Google Search. This is making it crucial for companies to evaluate their social strategy,

produce a Google+ business profile and lay further effort into its maintenance.

One technique used by Google which relates to personalisation is Remarketing. This can be

defined as a feature which allows companies to reach users who have formerly visited their site

and demonstrate appropriate ads when they visit other sites on the Display Network. “When

people leave your site without buying anything, for example, remarketing helps you connect

with these potential customers while they browse other websites” (Google, 2012). Companies

have the ability to illustrate a convincing message or offer, which will persuade users to revisit

their site and complete a purchase.

To implement remarketing, companies are required to add a portion of code (also known

as a remarketing tag) to pages of their site, for specific products/services which they desire

to promote. Following this implementation, companies are able to add searchers to a

‘remarketing list’ after they visit the site. Companies then have the ability to later reach out to

these potential buyers, whilst they browse other websites. Remarketing is a strategic element

of every campaign; it contains the capability to drive return on investment for all sorts of

advertisers. “AdWords remarketing offers customization and flexibility that can help you deliver

your campaigns effectively” (Google, 2012).



CoNCLUSIoN

Search Engine Marketing is constantly changing as new aspects come into play, and others

become obsolete. The 8 key topics researched, can assist organisations in improving their

current SEM processes and strategies. By adapting and implementing these SEM developments,

organisations have the ability to potentially lead within the local competitor market.

From our research, it appears Google will remain the most effective network within 2013.

As Google dominates as the most popular Search Engine worldwide, this evidently shows

their Display Network will additionally produce further exposure for companies marketing

through them. To become recognized within countless ads throughout several websites, is

quite challenging. To assist a message in standing out, selecting the correct audience is vital.

Utilizing the correct targeting tools will place a message in front of the correct audience at the

appropriate time, for the most successful impressions.

Selecting effective tools can assist organisations in saving time and additionally provide

them with significant information required to analyse, track and report on their efforts over

time. There are many useful SEM tools on the market in 2013 and professionals are required

to discover the best options which can benefit their organisation. We advise organisations

to explore further into SEMRush, Advanced Web Rankings and Compete tools to keep your

company updated and potentially ahead of local competitors.



APENDIX | REFERENCES

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