SEARCH &
DISPLAY
GENERATE HIGH QUALITY LEADS ONLINE
Presented By Matt Stormoen - Pure Focus
info@purefocus.com | 310.341.2100 | www.purefocus.com
Agenda
1. Traditional VS. New Marketing
2. Why SEM & Display
3. What Is Search Engine Marketing
a. Marketing Goals, Keywords, Ad Copy
4. What Is Display Advertising
a. Contextual, Placement Targeting, and Remarketing
5. Landing Pages
6. Budgets & Bids
7. Analyze, Monitor, Measure
Traditional Marketing
- Print
- TV
- Radio
- PR
- Events
- Direct Mail
Stats

86% Skip TV ads

44% of Direct Mail is never opened

91% Unsubscribe

200m say Do Not Call
*Hubspot State Of Marketing 2012
New Marketing
–
SEO
–
Pay Per Click
–
Display
–
Remarketing
–
Social
–
Video
–
Email
Connected World
•
73% of New Website Visitors Start with
Search Engines
•
2012 Internet Users 2.1 Billion
representing 75.6% of the North
American Population (hubspot)
•
300 Million Websites Added in 2011
Why PPC & Display
•
Quick Start / Instant Access
•
Attract Millions
•
Easy, Flexible, Customizable
•
Specific Communication
•
Accountability – Track ROI
The State Of Search
•
SEM Delivers Low Cost Leads
•
More Dollars Shifting To SEM
•
Increasing Interest In Display
Q4 2011 vs Q4 2010
•
Paid Search Spend Increased 35%
•
Click Volume Increased 56%
•
CTR Increased 23%
Where do B2B buyers Get Information
•
37% Catalogs
•
35% Seminars
•
39% Tradeshows
•
41% Trade groups
•
71% Internet
* Google & Compete October 2011
Lower Cost B2B Leads
89% are Maintaining or Increasing their
Inbound Budgets
Why Businesses Are Increasing SEM Budgets
Follow the Money
85% of 2012’s total online ad
spend will go to search and
display
WHAT IS
SEARCH
ENGINE
MARKETING?
SEM – Pay Per Click
“Pay Per Click is an Internet advertising
model used on search engines,
advertising networks, and content
sites, such as blogs, in which
advertisers pay only when their ad is
clicked.”
--Wikipedia
How It Works
Get Found
Analyze
Inform
Convert
GET FOUND. Setup Process
•
•
•
•
•
•
•
•
Determine Your Marketing Goals
Research and Select Keywords
Design and Create Ads
Select and Optimize Landing Pages
Set Budget and Bids
Install Tracking Codes
Monitor and Measure Results
Adjust and Optimize as needed
MARKETING
GOALS
GET FOUND. Marketing Goals
•
•
•
•
•
Budget Allocation
Average Lifetime Customer Value
Cost Per Acquisition / Lead
Brand Authority & Recall
Define Conversion Events:
– Subscribe to Newsletter
– Fill Out a Form
– Visit a Specific Page
– Download a White Paper
GET FOUND. Picture Your Customer
•
•
•
•
•
Words and phrases they use to search
online
Type of devices they use to browse the
web
Favorite websites
Geographical location
Preferred Contact Method (email, call,
or submit a form)
GET FOUND. Campaign Objectives
•
To drive high volume of desired
actions (fill in the blank) at an efficient
cost-per-acquisition
•
To secure new (leads, sales, sign-ups,
etc…) for less than $x.xx
•
To determine which keywords,
placements, and categories result in
the highest ROI
KEYWORDS
GET FOUND. What Are Keywords?
A Word or Phrase that people
would employ to locate
information on products, services,
or topics they are interested in
learning more about.
GET FOUND. Keyword Example
Example: Jim is interested in purchasing
new golf shoes. He visits a search
engine and enters the keyword “Golf
Shoes”.
GET FOUND. Keyword Example
Example: Jim is interested in purchasing
new golf shoes. He visits a search
engine and enters the keyword “Golf
Shoes”.
-
Men’s Golf Shoes
Soft Spike Golf Shoes
Nike Golf Shoes
Discount Men’s Golf Shoes
GET FOUND. Keyword Tool
GET FOUND. Keyword Analysis





Monthly Search Volume
Average CPC
Estimated Monthly Investment
Advertiser Competition
Estimate Ad Position
GET FOUND. Selecting Keywords
•
•
•
•
•
Specific Keywords Perform Better
Include Company Brand as Keyword
Keyword Tools
Google Keyword Tool (Free)
Word Tracker (Paid)
Microsoft Advertising Intelligence Tool
Tip: Use Zip Codes, City, State for location
based products
Common Mistake: Going too Broad
AD COPY
INFORM. Elements Of An Ad



25 characters for the headline
35 characters per text row
4 rows per ad (destination URL included)
INFORM. Where SEM Ads Displayed
INFORM. Design and Create Ads
•
Include a call to action
•
Include keywords
•
Include information to discourage bad clicks
•
Review competitor ads and then differentiate
•
Know the editorial guidelines and restrictions
•
Common Mistake: Leaving Keyword out of the
Ad
INFORM. Ad Copy Is Important
•
Ad copy prepares the customer
•
Set’s expectations
•
Encourages or discourages action (click)
•
Good Ads = Lower Cost Per Click
•
Stronger CTR means lower bids to reach same
ad position
INFORM. Ad Examples
Good:
INFORM. Ad Examples
Good:
Bad:
INFORM. Good Ad Copy

Focus on benefits

What’s in it for them

Conversational Tone

Not used to ‘sell’ your product

Revise & Test
WHAT IS
DISPLAY
ADVERTISING?
SEM – Display
“Display advertising appears on web
pages in many forms, including web
banners. These banners can consist of
static or animated images, as well as
interactive media that may include
audio or video elements.” “Display
advertising on the internet is widely
used for branding”
--Wikipedia
GET FOUND. Display Advertising Options
Contextual Targeting
Targeting an individual based on a subject of particular interest to
them; displaying ads on sites related specifically to the
content the individual is viewing on a webpage.
Placement Targeting
Allows advertisers to choose specific ad placements (websites,
feeds, mobile) where they’d like their ads to appear.
Remarketing
Observing consumers behaviors while they are visiting your
website and then targeting messages to those consumers
after they leave your site based on whether or not they
completed a desired action.
GET FOUND. Contextual Targeting
Keyword Theme Driven Matching
•
•
•
•
Words on a page
Frequency of words
Linguistics
Page structure
GET FOUND. Contextual Tool
GET FOUND. Contextual Targeting
When To Use
•
Building Brand Awareness
•
High Level Of Impressions
•
Low Click Thru Rate
•
Identify New Placements
GET FOUND. Placement Targeting
•
Advertiser selected sites
•
Greater control over location of ads
•
Higher quality traffic
•
Higher conversion rates
GET FOUND. Placement Targeting
Identify Placement Type
Site, Video, Feed, Mobile, etc
Placement Location
Words or Phrases, Sites of Interest, or
select a category related to your products
or services
Review Results
Click through to see the sites listed in the
results to review potential placements
GET FOUND. Placement Tool
GET FOUND. Placement Tool
GET FOUND. DoubleClick Ad Planner
GET FOUND. DoubleClick Ad Planner
www.GolfMagic.com
•
77K Unique Visitors
•
10K-100K Impressions/Day
•
100% Male Audience
•
72% Between 35-44 Years Old
•
68% Some College, 32% Bachelors Degree
GET FOUND. DoubleClick Ad Planner
GET FOUND. Placement Targeting
When To Use:
•
Specific Sites Tailored To Your Audience
•
High Performing Contextual Sites
•
Managing Bids On “Site” Level
GET FOUND. Remarketing
•
Have An Interest In Your Products
•
Have Visited Your Site
•
Cookie / Pixel Based
•
Increases Authority & Brand
GET FOUND. Remarketing
Determine Your Goals
Build Your Audience List
• Pages Visited
• Products Viewed
• Actions Performed
• Define Duration
GET FOUND. Remarketing
GET FOUND. Remarketing
GET FOUND. Remarketing
GET FOUND. Remarketing
GET FOUND. Remarketing

Easy to implement

Can significantly increase ROI

Segment audience by behavior & actions

Define duration of remarketing

Specials & discounts to encourage action
LANDING PAGES
CONVERT. Landing Pages
•
Use Action Oriented Language
•
Gain Trust
•
Demonstrate Value
•
Clarity over Creativity
GOAL:
Encourage Visitors to Take a Specific
Action.
CONVERT. Bad Landing Pages
•
Make customers keep searching –
provide answers
•
Use the same landing pages for all
keywords
•
Give the customer too many choices
•
Common Mistake: All ads go to the
sites homepage
CONVERT. Landing Pages
CONVERT. Landing Pages
CONVERT. Landing Pages
Good Landing Pages Will:
•
Generate More Leads, Sales, Business.
•
Keep Your Visitors Happy
•
Cut Advertising Costs
•
Increase Conversion Rates
ANALYZE
ANALYZE. Budgets
•
Budgets Apply to an entire campaign
•
Determines how often your ads are eligible to be
shown (exposure)
•
Prioritize & allocate Investment
•
Higher budgets for best performing keywords &
placements
ANALYZE. Bids
PPC
• Determine ad position
•
Can manage at keyword level
•
Control click costs
Display
• Determine ad location
•
Can be managed at site level
•
Primarily used for Branding (impressions)
ANALYZE. Considerations
•
% of clicks that become registrants
•
% of registrants that become leads
•
% of leads that become high-quality leads
•
% high-quality leads that become customers
ANALYZE. Conversion Tracking
•
•
•
•
•
Common Mistake: Not using it
Define conversion event for your site:
Completed Sale
Signed up for Newsletter
Submitted Request for Information
Viewed Specific Page
Insert tracking code on appropriate page
More than one type allowed
Consider Google Analytics for more detailed
reporting
ANALYZE. Analytics
ANALYZE. Monitor and Measure Results
•
Adjust to maintain a comfortable ROI
•
Some conversions may not be tracked
•
Value gained without an immediate conversion
•
Know your ROI metrics
Common Mistake:
Don’t know what a conversion is worth
RECAP
SEM Benefits
•
Over 2 Billion Searches per day on
Google Alone.
•
Specific Targeting
•
Geographic Targeting
•
Cost Control
•
Immediate Results
•
Fast Testing
Display Benefits
•
Brand Development
•
Reach & Frequency
•
Contextual Targeting
•
Placement Targeting
•
Remarketing
DRIVE
HOME
SAFELY
www.PUREFOCUS.com