#DIGITALACADEMY
Search Engine Marketing
WHY ARE WE HERE TODAY?
41%
ATL
Display
SEM & SEO
Loyalty
YOY REVENUE UP 75% CONVERSION RATE UP 25%
RETURN ON INVESTMENT 29:1
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)
Is SEM recession proof?
All advertising slowed during the recession.
Except digital, which grew 4.5%.
Of all advertising, search grew the most.
Where are brands investing?
"Half the money I spend on advertising is wasted; the
trouble is I don't know
- JOHN WANAMAKER -
$90B
36%
Buying online doesn't mean transacting online
WHERE IS SEM?
SEM (bought ads)
SEM (bought ads)
Yahoo
HOW DO I GET MY BRAND TO THE TOP?
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
iphone 5 dubai
Targeting C-Suites
Max Bid Ad
Position Quality
Score
A closer look at the auction model
EXERCISE
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
OPTIMISE YOUR SEARCH ENGINE
MARKETING (SEM)
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
Mini exercise
EXERCISE
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:
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
EXERCISE
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
SEM (bought ads)
SEM (bought ads)
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
£60m in revenue generated in December 2011!
The mobile movement
The mobile movement
• 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
Remarketing
FUTURE OF PAID SEARCH
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
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
An Extension of Personal Results
Social + Search
Can also just search in social
Search plus Your World
New ad formats
New models
Keywordless SEM
Cost Per Click Cost Per Action
SUMMARY
QUERY FULFIL MY BUSINESS GOALS?
DOES THIS MESSAGE
QUERY?
Digital pack
What do you need to know
How digital builds business value
What's the bottom line
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
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