lbi digitali academy | class #3
DESCRIPTION
Search Engine MarketingTRANSCRIPT
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#DIGITALACADEMY
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Search Engine Marketing
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WHY ARE WE HERE TODAY?
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41%
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ATL
Display
SEM & SEO
Loyalty
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YOY REVENUE UP 75% CONVERSION RATE UP 25%
RETURN ON INVESTMENT 29:1
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Promote your brand / increase customers to your website
Promote an offer on your website / brand new website
Increase sales on your website / drive offline sales
Improve Return on Investment (ROI)
Decrease Cost per Acquisition (CPA)
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Is SEM recession proof?
All advertising slowed during the recession.
Except digital, which grew 4.5%.
Of all advertising, search grew the most.
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Where are brands investing?
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"Half the money I spend on advertising is wasted; the
trouble is I don't know
- JOHN WANAMAKER -
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$90B
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36%
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Buying online doesn't mean transacting online
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WHERE IS SEM?
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SEM (bought ads)
SEM (bought ads)
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Yahoo
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HOW DO I GET MY BRAND TO THE TOP?
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Getting your SEM campaign started
1. Pick the search terms that are relevant to your business goals
2. Decide the maximum you are willing to pay to attract a customer to your website
3. Write your ads to attract them
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iphone 5 dubai
Targeting C-Suites
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Max Bid Ad
Position Quality
Score
A closer look at the auction model
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EXERCISE
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Exercise
You have a business website www.Richmond.com.
Create the online goals your business:
1. What does your website do?
2. Who is your audience?
3. What are the business goals for the website?
4. What 2 products, or services you offer?
Time: 4 minutes
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OPTIMISE YOUR SEARCH ENGINE
MARKETING (SEM)
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What makes a good SEM ad?
A call to action phrase
A clear selling /information message
Avoid repetition
Be as relevant as possible to the user
Support competitive claims
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Mini exercise
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EXERCISE
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Exercise
services:
1. Consider adding product price in the ad
2. Consider your business USPs
3. Consider using a promotion
4. Consider who your audience is
Time: 10 minutes
25 35 35
Character limits:
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Targeted ads relating to search terms
Everything to refine your food High quality produtcs for seasoning your food. Visit our online store! www.oil-shop-london.co.uk
Keywords: olive oil buy olive oil olive oil greece balsamic vinegar buy balsamic vinegar basil oil buy basil oil premium basil oil
Tightly themed keywords, relevant ad texts
Keywords: olive oil buy olive oil olive oil greece
Keywords: balsamic vinegar buy balsamic vinegar
Keywords: basil oil buy basil oil premium basil oil
General ad text, keywords covering several topics
Premium Olive Oil Highest Quality from Italy. Order today and save money! www.oil-shop-london.co.uk
Balsamic Vinegar Premium Quality at an. affordable price. Order here. www.oil-shop-london.co.uk
Gourmet Basil Oil For fish, pasta and more. Order today and save money! www.oil-shop-london.co.uk
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EXERCISE
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Exercise
- brainstorm 15 keywords per product:
1. Consider the search your target customers are most likely to do search
2. Consider whether these terms are likely to achieve your business goals
Time: 5 minutes
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SEM (bought ads)
SEM (bought ads)
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Paid Search : Aggressive approach (Target positions 1-2)
Paid Search : Aggressive approach (Target positions 3-5)
Paid Search : Conservative approach (Target positions 6-10)
TIE
R O
NE
T
IER
TW
O
TIE
R T
HR
EE
Tier 1
Low organic Listings
High Availability
High Competition
Tier 2 Top 10 Organic Listings
Medium Availability
Moderate Competition
Tier 3
Top 3 organic listings
Low Availability
Low Competition
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£60m in revenue generated in December 2011!
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The mobile movement
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The mobile movement
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• These allow companies to show additional deeplinks into their website
• Can be a great way of directing people to where you want/highlighting deals
Sitelinks Extensions
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Remarketing
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FUTURE OF PAID SEARCH
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5 factors driving the growth in mobile internet usage
5.Cloud Computing
2.Clever Devices
Transistors per chip
Memory cost
Time
4.Costs Decreasing
3.Connectivity increasing
1.Computing Power
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Factors in the M Commerce Equation
23% of time accessing the internet is via a mobile device IAB/PWC mobile study, Apr 2010
12% of all UK shoppers use mobiles to research before they shop ITPro.co.uk, 2010
20 Million mobile internet users in the UK in 2010 Mobile Squared, Oct 2010
38% penetration of 3G in the UK (from 28% in 2009) Morgan Stanley, Nov 2010
27% of UK mobile subscribers have a smart phone UK Ofcom, Aug 2010
2007:
£40/month for
iPhone 2G
2010:
£20/month for
iPhone 3Gs Tesco, O2
£500m Value of m-commerce in the UK in 2010 IAB/PWC mobile Adspend study Apr 2010
2 Seconds frequency of sales via a mobile device on ebay
$1 Billion Amazon’s revenue from M-commerce
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An Extension of Personal Results
Social + Search
Can also just search in social
Search plus Your World
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New ad formats
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New models
Keywordless SEM
Cost Per Click Cost Per Action
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SUMMARY
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QUERY FULFIL MY BUSINESS GOALS?
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DOES THIS MESSAGE
QUERY?
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Digital pack
What do you need to know
How digital builds business value
What's the bottom line
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What the age of the customer means for
multi-channel CRM strategy
How Social and Digital are disrupting tried
and trusted business models across every
industry
How CRM can enable you to win in this
context
CRM case studies – good & bad
Designing multi-channel CRM Strategy
Exercise to apply these principles to your
business
CRM
31st January 2013
Led by Tom Burrell Global CRM Director, LBi
Leads LBi EMEA multi-channel CRM, Social CRM and mobile CRM strategy offering
@tomburrell
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Stay in contact with us
www.lbi.com/mena
: www.facebook.com/LBiMENA
: @lbimena
: +971 444 62404
Firas Wahida
: @FirasWahida
: +971 55 8977 872
Roy Badawi
: @roy.badawi
: +971 55 3688 069