4. Agenda
Resolution Media
Obligatory Creds
Search Industry
Introduction to the Engines
Value of Search
Why is Search important?
Search Execution
Paid vs. Natural Search
Creative Applications & Innovations
Current and future search trends
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5. Resolution Media Overview
Staff: 85+ dedicated search marketing professionals
Locations: Headquartered in Chicago, IL with offices in NYC, San
Francisco, and Los Angeles
Chicago (314 Superior)
Chicago (225 Michigan) - OMD
NYC (195 Broadway)
NYC (488 Madison Ave) - PHD
San Francisco (555 Market)
Los Angeles (5353 Grosvenor Blvd) – TBWA/Chiat
History: Founded September 2003. Acquired by Omnicom Media
Group in 2005
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12. The Growth of Search Engine Marketing
2008 U.S. Online Advertising Spend, by
Format
Lead Sponsorships Email
Generation 3% 2%
7%
Classifieds
13%
Search
45%
Rich Media
8%
Video Display
2% 20%
$10.7 Billion for Paid Search in 2008 • ~20% Yearly Growth for SEO
$19.5 Billion projected in 2013 Investments
Source: eMarketer, Nov 2008; Feb 2009 12
14. Share of U.S. Searches
Ask
AOL 4%
5%
Bing
10%
Yahoo Google
22% 59%
Google, Yahoo!, and Bing make up 90% of searches
Comscore: “Share of Searches”, Feb. 2008 14
15. There are many other players beyond Google
Is now the #2 search engine in the world!
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16. A Search Engine‟s Goals & Objectives
1. Index: Accumulate large index (database) of web
documents to search
2. Be Relevant: Provide highly-relevant results to users
(better than competitors)
3. Make Money: Generate revenue via paid advertising
and related business ventures that typically leverage
large amount of traffic
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17. Commonality: Search Starts with a Query…
FedEx
FedEx Freight
Overnight shipping
Printing services
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18. Search is All About Connections
Community
Passions
Products
Information
20. Search Review
Activation Medium
• Ability to drive consumers to desired action onsite (Transaction Channel)
Fuel for Business Intelligence
• Online search behavior uncovers opportunity for advanced consumer
targeting
Unique Marketing Channel
• Push vs. Pull Medium
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22. 17% of Online Searchers
9% of Online Searchers are are driven by radio ads
driven by outdoor media
Other Media
Drives Search
Activity
37% of Online Searchers are
driven by television ads 25% of Users exposed to display
ads searched on a brand term
30% of Online Searchers are
driven by magazine &
newspaper ads
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Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007
23. Search Connects Intent with Content
Intent Query Successful
Through Market Exposure
Connection
• Online Banners
• Television
• Print
• Video
Relevant Content
Result Action
- New Customer - Showtime Interaction
- Interest in new shows - Brand Consideration
- Brand Loyalty - Research of Programs
- Contact a Provider
24. Missed Opportunity….
Intent Query Unsuccessful
Through Market Exposure
Connection
• Online Banners
• Television
• Print
• Video
Relevant Content
Result Action
- New Customer - HBO Interaction
- Interest in new shows - Brand Consideration
- Brand Loyalty - Research of Programs
- Contact a Provider
25. Buzz Words
Optimization Efficiency Content Outreach
Maximization Traffic Linking Strategy
Expansion What is the
SEM Meta Data
Testing
VALUE?
Account Structure SEO
Natural Search
Algorithm
Analytics
Keyword Ad Group Tracking
Bids Campaign Tagging
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26. When were Was their query
they informational or
searching? transactional? How many
How long
were they times did
on the site? they visit?
Where did What other
sites are
they come
from? Why didn’t they visiting?
Where were they take What path did
they take
they through our
searching?
action? site?
How old are Did they
they? buy?
What What other
gender are terms did they
they? search?
When did What is their
they leave? Where did annual
they go? income?
27. 70%
60%
50% 4,523,579
Missed Opportunities
Percent of Site Visitors
40%
30%
20%
10%
496,599 Reservations
0%
5,020,178 Clicks
28. “Your most unhappy
customers are your
greatest source of
learning.”
-Bill Gates
Founder of Microsoft Corporation
32. The Search Engine Results Page (SERP)
Organic Listings
(aka Natural Search)
Sponsored Listings
(aka Paid Search) Be the content that
people are looking
Buy ads around for (SEO)
the content people
are looking for
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33. How Do You Run a Paid Search Campaign?
Select Keywords
Write Ad Copy
Choose Landing Page
Set Bid Price
(cost per click auction)
Rinse and Repeat!
(as often as hourly)
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34. PPC – Account Structure (Family Tree)
Account - Client
Campaign Campaign Campaign Campaign
Ad Group Ad Group
Ad Group Ad Group
Ad Group Ad Group
Keyword Creative
Keyword
Keyword Creative
Keyword
Keyword
Keyword Creative
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35. PPC – Account Structure (Family Tree)
FedEx
Ground Office Freight Small Biz
Brand Locations
Supplies Biz Cards
Letters Printing
Printing
Print Copies
Online Printing
Print Services
In-Store Printing
Prints
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36. Copy Points Mirror Search Cycle
Stages of the Search Cycle
Search Attention Interest Consideration Action
Online Checking Interest Earning Lion Power
Keyword: Banking Account Checking Account Free Checking
Wide Selection of Earn up to 3.4% Apply Today and Use
Copy Online Banking
No Fees
Interest With Your Our Harris Switch Kit
Points: Services. Securely
No Minimums
Free Checks
Choice of Many to Make the Moving
Manage Your Accounts Different Accounts Process Simple
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37. Targeted Landing Page Selection to Increase
Relevancy
Online Banking Checking Account Lion Power Free
Checking
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39. Two Ways to Connect Your Brand to Queries
Sponsored Listings
(aka Paid Search)
Buy ads around
the content people
are looking for
Organic Listings
(aka Natural Search)
Be the content that
people are looking
for (SEO)
40. Search Engine Optimization
Defining SEO
Refers to the process of “optimizing” both the on-page and off-
page ranking factors in order to achieve high search engine
rankings for targeted search terms
SEO is a program, not a campaign (no Media spend)
Three main optimization areas for improving rankings
Content (title tags, keyword density)
Technical Architecture (HTML coding)
Linking Relationships (quantity of quality links)
43. How results show up in natural search?
Step 1: Finding Content
Search spider “crawls” the web to find new documents
(web pages, other documents)
Step 2: Indexing Content
Search engines files the content and adds it to its
database.
Step 3: Searching Index
Search engine searches its own database when user enters
in a search to find related documents
Step 4: Ranking Results
Search engine ranks resulting documents using an
algorithm that assigns various weights to various ranking
factors
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44. How Do You Run a Natural Search Campaign?
Select Keywords
Optimize Website
Content
Architecture
Code
Generate Links
Rinse and Repeat! (working within web dev. cycle)
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45. SEO Overview
Crawlability
Become more
„crawlable‟ to search
engines
Competition
Become more Drive More Content Outreach
competitive in the
online space
Traffic to site Increase link popularity
and relevance
Ranking
Increase position on
pinnacle keywords
46. Why Natural Rankings Matter…
Natural Search Study
The „Fold‟
88.4%
Reality Check:
• If you‟re not on the first page, no one will see your text link
• If no one sees your text link, no one will click
• If no one clicks, no one will go to your site
*Data provided by 2007 Cornell panel study
47. Paid and Natural Search Synergy
Increased Consumer Activity
• Studies have shown integration of natural and paid search
will drive superior ROI
• When appearing in both natural and paid search for the
same keyword impression…
• Clicks increased 92% • Page views increased 44%
• Actions increased 45% • Visitors increased 41%
• Orders Increased 45% • Time onsite increased 40%
Source: iCrossing Search Synergy: Natural & Paid Search Symbiosis Study, March 07
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48. SEM and SEO Comparison
Paid Search (SEM) Natural Search (SEO)
• Involves Media Spend • It‟s a program, not a
with Engines campaign. No media spend.
• Results take 2 weeks to 4
• Results in 1-2 days months
• Generally more costly per • Generally more cost-
visitor and per conversion effective, doesn‟t penalize for
more traffic
• Easy to compete in highly
competitive market space • Difficult to compete in highly
competitive market space
(but it will cost you)
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54. Search Review
Activation Medium
• Ability to drive consumers to desired action onsite (Transaction Channel)
Fuel for Business Intelligence
• Online search behavior uncovers opportunity for advanced consumer
targeting
Unique Marketing Channel
• Push vs. Pull Medium
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61. Consumer Behavior and Ad Relevance
Click Through Rate
12.4% 11.6%
Impressions: 125,000 Impressions: 137,000
Clicks: 15,500 Clicks: 16,000
62. Creative Testing Story
The „Shipping‟ Campaign Click through Rate for the ad below is currently 2.30%...
Currently, we‟re getting an average
of 50,000,000 impressions per
month, so at the current CTR we‟re
averaging 1,150,000 clicks/mo.
After running a four week creative test, we find that the ad below has
a higher CTR by 0.85%, equating to 3.15%
Assuming average number of
impressions stays relative, the lift
in click volume would be 425,000
per month….
and a total of 5,100,000 clicks per year
65. Conversion Story
Conversion Percentage through July is ~9.6%
If we increase conversion percentage by 2%, equating to 11.6%
Then at the current click volume,
reservations will increase by
21% adding ~87,167
reservations for January– July
A total of 12,452 additional
reservations per month
66. Understanding the Math
Total additional Reservations per month = 12,452
If the Reservation to Actual Pickup rate is… 65%
If the Avg. Cost Per Reservation / Day is… $35
If the Avg. Length of Rental is… 2.5 days
Total Additional Revenue per month =
$708,208
68. Proprietary Tool for Data Analytics and
Workflow
Search Engines Campaign Management Web Analytics Data
Tools
Data Warehouse
Workflow / Best Practices
Campaign Performance Campaign Management
Evaluation
Budget
Reporting Analytics Optimizations
Pacing
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69. Resolution Media
Why should our clients use Resolution Media rather than
working directly with Google?
Hint: 3 Main Reasons
Centralized Source for Engines
Ability to choose media platform
Holistic Search Solution
SEM and SEO services
Focus on Client Goals
Focus on Driving Revenue (KPIs), not Clicks
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70. Data Set
Week v
Impressions v
Clicks v
Cost Avg.vCPC v
CTR Units v
CPU v
Conv %
v
May 29 390,000 12,100 v
$40,200 v
$3.32 v
3.10% v
908 v
$44.27 v
7.50%
May 22 266,000 11,500 v
$37,800 v
$3.28 v
4.32% v
829 v
$45.59 v
7.20%
May 15 168,000 12,230 v
$46,000 v
$3.76 v
7.27% v
915 v
$50.27 7.48%
v
May 8 174,000 11,875
v v
$43,600 v
$3.67 v
6.82% v
841 v
$51.84 v
7.08%
May 1 32,000 v
6,100 v
$14,300 v
$2.34 v
19.06% v
460 v
$31.08 v
7.54%
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71. How will the recession change your behavior?
Proprietary and Confidential
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72. 3 Pillars of SEO
Site Architecture
Marketing
Content
Three main optimization areas for improving rankings
1. Page Content (title tags, keyword use)
2. Technical Architecture (HTML coding)
3. Linking Relationships (quantity of quality links)
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73. It‟s Not Just about Websites
User Gen
Social Media
News
Video
