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Ready, Aim, FireOnline Marketing Campaign
Planning & Management
Mark Sceats & Chris Adams
RTONZ Online Marketing Program Facilitated by: Miles Media
RTONZ Online Marketing ProgramCapabilities & Benchmarking
Program Facilitated by:
Session Summary
1. The role of search marketing2. Have a plan & budget3. Integrate with offline campaigns4. Selecting an agency5. Research & preparation6. Managing & refining campaigns7. Tracking & reporting
Travel Information Sources Used
Time Researching before Purchase
The Importance of Search
Display
Search
Search Marketing
SEO
Paid Search
Search Marketing
Develop a Plan
• Your website is likely to be your flagship visitor information office
• Define clear objectives (SMART)
• Work backwards (from what want to achieve)
Clear Campaign Plans
Clear Campaign Plans:
Media Use & Ad Spend Mismatch
Gap between ad investments and media consumption
Missed Opportunity
Why Are Businesses Spending More on Search?
Because it works!
Budgeting
• How much should you spend on search?
• 30% - 60%, dependingon objectives(branding or direct response)
• Not enough is spent on SEO
Integrate Search With Offline Media
Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
37% of online search users are driven to search as a result of a TV ad
30%
17%
20%
Media channels work together: 67% of online
search users are driven to search for information by an
offline channel
Impact of TVC on Search
Selecting an Agency
• Options– Traditional agency– Digital agency– Specialist search agency
• Questions to ask
Selecting an Agency
• What they need from you• Remuneration models• Beware the cowboys
Understand Your Business, Marketing Goals, the Competitive Landscape
Determine Best Strategies: SEO, Paid Search, Display Advertising
Implement Campaign, Optimize, Monitor, Test, Report & Analyze
Research & Preparation
The Value of Organic Search
Organic results get about 70% of all
clicks
Importance of Top Rankings
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
1 2 3 4 5 6 7 8 9 10 11+
% of Clicks in Natural Search Results
Key Points:
Page 1 results get 89% of clicks
#1 gets 4 X more than #2
Site structure/architecture• Ensuring site can be readily accessed &
crawled by search engine spiders.
Content• Ensuring appropriate content is present in
the right amounts & in the right places for search engines to index & readily interpret.
Links• Enhancing a website’s reputation by
securing inbound links from thematically relevant and authoritative sites
. . .
Cornerstone principals of SEO
Pick the Right Keywords
Keyword phrases
Focus –only 1 or 2 primary KW per page
Selection Criteria:• Relevance
• Audience Relevancy• Page Relevancy
• Demand• Competition
Invest in Good, Relevant Content
1. Useful ContentOther relevant sites will want to link to this content if because they think it worthwhile
2. Informative and OriginalIf your intended audience likes it, then the probability is that search engines will too.
3. Frequently UpdatedIf pages are updated periodically with new content, then search engines and site visitors will keep coming back for more.
Link Building
• 60 +% of SEO success depends on it• A long hard slog• Great content makes it easier• Caution! Google hates link manipulation
Link Power
SEO Payback
• Following SEO work website rankings improved• This resulted in organic search traffic volumes growing.• In June traffic from organic search was more than two and a half times
greater than in Jan.
Paid Search Planning & Setup
• Define KPI metrics and budgets• Keyword Research• Campaign set-up • Ad Copy Writing• Landing page development• Tracking URLs• Bid Strategy Development
Precise Geographic Targeting
• Campaigns can be hyper local• Polygon or radius based targeting
Keyword Inflation
• As competition increases having smart bid management strategies is essential to maximise ROI & not waste money
• This is the value a specialist search marketing agency with expertise in paid search brings
Content Network Remarketing
Unique ads on Content Network show only to previous visitors to your site based on their past interactions on your website
On Display Network sites, visitors are targeted with a specific message relevant to their past behavior on network or past visit to the destination site.
Managing & Refining Campaigns• Not set & forget!• Continual process of review & optimisation• PPC• Test different bid strategies• Split test ad creatives based on clickthrough rate and
conversion performance• Split test / multi-variate test landing pages
• SEO• Tweaking on-page SEO• Optimising new pages• Link building, link building, link building
Data Driven Campaigns
$4.20 $4.17 $4.01 $3.95
$3.48 $3.31
$3.00
$3.50
$4.00
$4.50
Week 4 Week 6 Week 7 Week 8 Week 9 Week 11
Average Cost Per Conversion
37%32% 31% 26% 24% 21%
10%
20%
30%
40%
50%
Week 4 Week 6 Week 7 Week 8 Week 9 Week 11
Lowest Landing Page Bounce Rate
Continually test and refine campaign elements based on analytics
Conversion Optimisation
• Why is Amazon so successful? • Because they invest as much time and money
improving conversion rates as they do building traffic.
• Small improvements in conversion rates can produce huge impacts on your bottom line.
Landing Page OptimizationTargeted landing pages are developed & tested.
Test A41% Bounce Rate
71% Conversion Rate
Test B38% Bounce Rate
89% Conversion Rate
Test C27% Bounce Rate
121% Conversion Rate
Test D24% Bounce Rate
114% Conversion Rate
This A-B-C-D testing above led to a 85% lift in campaign performance.
Campaign Tracking & Reporting
• Benchmark• Test, Measure, Learn, Improve• Challenges:• Analytics mis-configuration• Different tools, different measures• Last click attribution• Need to add tagging code• Offline conversion attribution
• Measure the important stuff
Clear, Actionable Reporting
Campaign Measures
• Traffic• Engagement• Goals, Conversions or ‘Signals of Intent to
Travel’
Traffic & EngagementTraffic1. Clicks or Referrals2. Visits3. Page Views
Engagement
Core: 1. Time on Site – above XX minutes per visit. 2. Page views per Visit – above XX pages per visit. 3. Bounce Rate – bounce rate of campaign landing page(s).4. Bounce Rate – bounce rate of site’s home page overall.5. Bounce Rate – overall bounce rate of all traffic to site.6. Facebook Likes
Additional: 1. App download2. Other Social Media referrals or interactions3. Optional (via Quantcast) – “People” by market & demographic profile.4. Other custom traffic or engagement measures appropriate to RTO and/or Campaign
Goals (S.I.Ts)
The Goals or “Signals of Intent to Travel” are a set of important “success events” that indicate strong interest in the destination and specific trip planning activity..
Core: 1. Deals views – view of any deal detail page on the site,2. Listing detail page – view of any detail page for accommodation or activity3. Visitor Guide(s) order – complete the order page, 4. Email(s) sign up form: completion of email sign up form5. Event Listing page – view of event detail page
Optional: 1. Booking information – review pricing & availability or related detail page2. Booking confirmation page3. Contact Detail Information4. Dining Listing page – view of detailed page for dining5. i Site request form – completion of any of the I Site enquiry forms6. Others that could be added based on feedback or specific campaigns7. Other custom goals or conversions
www.mywebsite.com/campaign1
http://www.mywebsite.com/campaign1?utm_source=TwitterEvent01
URL Shortener: http://bit/ly/cIUCI3
Campaign Tracking Codes
1. Create a tracking code for each platform or campaign.2. Use a url shortener to create a social media linkWeb Address of Campaign Landing Page:
Web Address with Tracking Code:
Takeaways1. Ignore search at your peril2. Essential to develop a plan3. Budget adequately4. Chose an agency with care5. Organic search traffic is not free6. Content is King. Links are Queen7. Conversion optimisation is essential8. Measure the important stuff. Learn. Improve
Resources & Links• Workshop Materials & Resources @ www.RTONZ.org.nz
• Google Guide to Hiring an SEO Firm: www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
• Google SEO Starter Guide: www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
• SureFire Search: www.surefiresearch.com
• SEM 360: http://knol.google.com/k/chris-adams/seo-360/37x2jyc3aqmqg/4#
Program Facilitated by:
– Recognised as one of NZ’s leading SEM agencies • Won the Marketing Association Award: Best Use of
Search Engine Marketing for TVNZ.– Operating for over 9 years & specialises in SEO,
paid search, web analytics & related services. • A Google AdWords Qualified Company
– We deliver results• Get more from your search spend• Conversion focus• Relentless pursuit of ROI
Contact Details
• Mark Sceats• SureFire Search Ltd• www.surefiresearch.com• marks@surefiresearch.com• 09 356 4623
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