A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

1. Search and Your Marketing Mix

2. First Off... Who Am I?
 Co-author: The Art of SEO
 President: Stone Temple Consulting
25+ person SEO and PPC firm
 Trainer: Instant E-Training
 Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
 Twitter: @stonetemple
 Google Plus: +Eric Enge
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3. Part 1
Marketing Media
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4. Influence of Media on Decisions
Source: Fleishman-Hilliard
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5. Selected Data on Media Consumption
Source: Fleishman-
Hilliard
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6. TV / Print / Radio
 About branding
 Creates impressions
 Controlled Messaging
 Long established Cost / ROI Models

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7. Example Display Ad
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8. Online Display Advertising
 About branding
 Creates impressions
 Controlled Messaging
 Emerging Cost / ROI Models
 Comfortable for traditional marketers
 Similar return model to TV/Print/Radio
 Immediate action is an option
 But, “Interruption Mode”
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9. Classic Marketing Rule of Thumb
7 impressions per sale
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10. And What About Search?
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11. Are You In Control of the Message?
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12. Do You Interrupt The User?
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13. No, The User Must Do 3 Things
11 1 2 3
1
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14. Search Step 1 – Go to a Search Engine
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15. Search Step 2 – Enter a Query
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16. Search Step 3 – Click on a Result
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17. Where is Search in the Conversion Funnel?
Marketing Campaigns
Awareness
Interest Search
Evaluation Involved
At Every
Commitment
Stage
Referral
Repeat
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18. Search Always Starts With a Need
• I need:
– Information
– A product
– A service
– To be entertained
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19. Push vs. Pull
MY BENEFITS!
MY NEED!
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20. Harvesting Demand
TV, Print, Radio Generic Demand
Diaper Create Crying baby
Dry baby Demand I need sleep
Traditional Harvest Internet
Outlets Demand
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21. Why Are Facebook Shares Down?
$38.00
$19.00
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22. Facebook Continued
 But Facebook offers all this amazing
targeting, right?
 Yes, but it is a display ad network
 It is interruption based advertising
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23. Ads on my Wall
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24. Part 2
SEO vs PPC
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25. Natural vs. Paid
Paid
Paid
Paid
Paid
Natural
Natural
25
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26. PPC and SEO are Synergistic
Source: Brad Geddes on Search Engine Land
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27. Observation
 73% of clicks went to SEO
 One high volume keyword was used
 Similar data obtained in other tests
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28. Paid Vs. Organic Click Volume
22%
PPC 2010 Data
PPC Share
78% Growing
Organic Over Time
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29. Paid vs. Organic Click Volume
All Relevant Keywords
Keywords you Keywords
75% rank for in You Bid on
Of clicks Organic Search 100%
Of clicks
25%
Of clicks
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30. Organic Ranking
Keyword Create Black Box
Research Pages Algo
Rank for
terms as
determined
by Algo
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31. Paid Ranking
Quality Score
Historical
CTR
Keyword AdWords +
Research Account Keyword &
Landing Page
Relevance
+ Rank for terms
Landing Page largely defined
Relevance by you
+
Other
Max Bid
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32. Part 3
Justifying SEO
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33. SEO Ranking Timeline
6
mos
Create a Black Box later
new page Algo
Maybe rank
For something
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34. • Classic SEO
Sales Pitch
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35. 1.I don’t know what
we are going to do
yet
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36. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
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37. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
3.I don’t know how
large the benefits
will be
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38. Sign here, $10,000 a
month!
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39. Google AdWords Keyword Tool
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40. Bing Webmaster Tools
Real Numbers
for searches
at Bing.com!
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41. Wordtracker
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42. Coming Up with a Total
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43. @stonetemple / + Eric Enge

44. Calculating
Search Potential
(Data from
Ahrefs.com)
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45. Do The Math!
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46. Alternate Method
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47. Not doing SEO? You’re Leaving
Money on the Table
• Calculate the missed opportunity cost of not
ranking well for products & services that you
offer?
# of people engine share expected click- average average
searching for your (Google = through rate conversion rate transaction
keywords x 70%) x x x amount
 E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/day
searchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189
47
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48. Show Competitors Winning
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49. Part 4
Justifying Paid Search
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50. Setup An Account Today and …
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51. Get Traffic Today
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52. Margin in Competitive DR Markets
Have to combat this with active optimization
Set it and forget it does not work
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53. @stonetemple / + Eric Enge

54. Calculating ROI
Expense Happens Today
Revenue May Happen Over Time
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55. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com