Measure and Optimize Paid and Organic Search Together
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Presented by: Seth Besmertnik, Conductor CEO and Billy Mungovan, Adobe Sr. Director, Visitor Acquisition Wednesday, March 9, 2011 Adobe Omniture Summit 2011 Seth and Billy introduce the first-ever paid and organic SEM solution from Adobe and Conductor. Its groundbreaking integration lets you automatically improve your combined paid and organic search marketing results based on your existing underlying SiteCatalyst data. In this presentation, you will learn how this exciting new SEM solution: -Measures paid and organic rank, clicks and most importantly, revenue in one report -Automatically optimizes paid bids based on fluctuations in your organic rank -Expands paid keyword sets based on organic traffic and competitive input
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Measure and Optimize Paid and Organic Search Together
- 1. Measure and Optimize Paid & Organic Search Together Featuring: Adobe SearchCenter+ Conductor Searchlight © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
- 3. Presenters Panel § Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe § Seth Besmertnik, CEO & co-founder, Conductor § Brandon Proctor, Build.com © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. Poll: Paid vs. Organic Results © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
- 5. “62 percent of consumers don't know the difference between paid and organic results.” — “Search Engine Users” Pew Research Study © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
- 6. Adobe SearchCenter Manages Over $1 Billion Ad Spend Under Management Adobe SearchCenter $1,000MM $700MM $300MM $100MM $0 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 7. “I’ve found it annoying that over the years more and more people use SEM to mean paid search, as if SEM excludes SEO.” — Danny Sullivan © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
- 8. SEM 101: Organic Search vs. Paid Search Organic Paid Technical process of Auction-based media optimizing your web site buying © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 9. The Problem with Search Typical Paid Search guy…. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
- 10. The Problem with Search Typical SEO guy…. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
- 11. “You don’t have paid goals and organic goals – you have Search goals.” — Josh Palau, razorfish © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
- 12. Adobe SearchCenter’s New Approach to SEM § Improve share of voice and total conversions from search by optimizing organic and paid search together © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 13. Only Adobe SearchCenter+ Views SEM Holistically Use one underlying data set (SiteCatalyst) to make decisions across paid and organic search § Adobe SearchCenter+ SEM strategies: § Maintain top position for brand terms across paid and organic § Automatically increase bids for paid keywords when competitors gain a higher organic rank § Automatically decrease bids for paid keywords when you achieve a high organic rank § Optimize bids to achieve a calculated “total conversions” metric © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
- 14. An Integrated Paid & Organic Solution • Rank gathering • Competitive positioning • Search volume • SEO score SEO WORKFLOW SMARTER BID AUTOMATION OPPORTUNITY DISCOVERY • Paid and organic VISIBILITY • Visits • Conversions • Revenue Comprehensive Closed Loop Search Marketing Reporting § SEO ROI § Traffic § Conversions § SEO Opportunity § Share of Search § Share of Voice © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 15. Most Widely Used Enterprise SEO platform Powering SEO Teams for Over 100 Leading Brands 55+ People - Largest SEO Technology Company in the World Managing Over $3 billion Worth of SEO Revenue © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. SEO History SEO Wild West The rise of paid Marketing search – executives companies realize the focus hard “white-space” SEO opportunity 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Marketers try Technology SEO with automates paid marginal success search © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 17. 26.6 Billion Searches 16% YOY Monthly Across Search Engines Growth ComScore 2010 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 18. 92% of Search Engine Clicks Originate From Natural Search ComScore 2010 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 19. Only 8% of Search Spend Goes on Natural Search ComScore 2010 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 20. Is SEO more or less important as influencers of business strategy than a year ago? 78% 18% 4% Marketing Sherpa 2010 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 21. Natural Search is a Zero Sum Game You Competitor Investment in SEO required just to maintain position © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 22. Natural Search is a Zero Sum Game You Competitor Reducing investment allows competitors to succeed © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 23. Natural Search is a Zero Sum Game You Competitor Small investments in SEO can have considerable effects © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 24. Scale Measure ROI 0 5 10 15 $ © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 25. Searchlight Search Engine Competition Discovery Inputs Analysis Outputs Data Collection Web Crawling Research Inputs Workflow © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 26. SEO Cloud © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
- 27. Adobe Omniture Integration Managed SEO Keywords SEO Milestones Search Position Traffic Success Revenue Metrics © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 28. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
- 29. Agenda 1 Paid & Organic Solution Overview 2 Demo 3 Customer Discussion © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 30. How do you measure paid and organic search today? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
- 31. How will the Adobe/Conductor solution help your paid search efforts? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
- 32. What additional features would you like to see added? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
- 33. Optimizing across SEM channels: Key takeaways Jointly Optimize Paid & Organic Programs Use Analytics as the Foundation Automate paid bids based on paid & organic performance Increase lift from SEM © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 34. See the SEO Cloud in action at the Conductor booth in the main hall or visit seocloud.com © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
- 35. Q&A © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35