Young Women in Digital - How SEM Impacts Marketing Channels - October 27, 2014

1. HOW SEM IMPACTS MARKETING
CHANNELS
Young Women In Digital
October 27, 2014
STEPHANIE JOSSEY
@STEPHJOSSEY
MARKETING MANAGER, DRAGON INNOVATION
www.dragoninnovation.com
@dragoninnovate /dragoninnovation

2. What is Search Engine
Marketing (SEM)?

3. Marketing that involves the
promotion of websites by
increasing their visibility in
search engine results pages
(SERPs) through
optimization and
advertising.*
*Wikipedia

4. Paid Search
Paid
Search
SEO
We’re going to
focus on Paid
Search

5. Why is SEM Important?

6. If your customers can’t
find you, they won’t
use you.

7. Even worse, they’ll
find your competition.

8. HAPPY SEARCH
MARRIAGE
SEO + PAID SEARCH

9. Happy Search Marriage
SEO + Paid Search
=
More Traffic & Branding

10. Happy Search Marriage

11. Happy Search Marriage
More Placements on SERP = More Traffic

12. MOBILE DOMINATION
PAID SEARCH ON
MOBILE

13. Mobile Domination

14. Mobile Domination
50%+ Screen
Real Estate
* http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

15. Mobile Domination
SEO: Position 5
PPC: Position 2 SEO: Position 6

16. “We’re at the cusp of mobile becoming
the dominant channel in search
marketing”
Matt Ackley,
Chief Marketing Officer at Marin Software

17. Mobile Domination
If you’re trying to drive traffic or get
visibility from Mobile, consider
launching paid search campaigns

18. TWO FOR THE PRICE
OF ONE
INTEGRATE PAID
SEARCH AND
CONTENT STRATEGY

19. Two for the Price of
One
Awareness
Consideration
Intent
Purchase
Traditional
Marketing Funnel

20. Two for the Price of
Awareness
Consideration
Intent
Purchase
Content
Marketing moves
you from
Awareness to
Consideration by
providing thought
leadership
One

21. Two for the Price of
Awareness &
Consideration
Intent
Purchase
Paid Search can
increase reach of
content marketing
by combining
Awareness &
Consideration
Paid Search
audience is already
at a moment of
consideration
based off from
their action to
search
One

22. Two for the Price of
One
Imagine taking your blog, video,
pinterest board, instagram, etc… and
getting the extra visibility at the top
of the SERP

23. Resources
• http://adwords.blogspot.com/
• http://searchengineland.com/
• http://searchenginewatch.com/
• http://sethgodin.typepad.com/
• http://support.google.com/partners/
• http://www.thinkwithgoogle.com/

24. FIND ON SLIDESHARE:
bit.ly/ywdboston-sem-2014

25. HAVE QUESTIONS?
TWEET ME!
@STEPHJOSSEY

26. SUPPLEMENTAL
INFORMATION

27. Search Traffic
On average search is responsible for over 50%
of your traffic*
* http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

28. Happy Search Marriage
http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

29. Happy Search Marriage
RECOMMENDATION: KEYWORD MAPPING
1. Figure out your most important 10 keywords
2. Pull SEO & Paid Search competitive information
3. Create a comprehensive SEO & paid search plan

30. Happy Search Marriage
EXAMPLE
Have a keyword that’s too expensive to bid on?
Create a specific landing page and SEO optimize
the hell out of it.

31. Happy Search Marriage
EXAMPLE
Have an important keyword with a muddled SERP?
Overbid on it within paid search to get the
coverage.

32. Mobile Domination
Mobile Paid Search is driving 50% of
all paid search clicks for Google
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

33. Mobile Domination
Click-Thru Rates on Mobile Paid
Search can be upwards of 200%
higher than desktop/tablet
http://searchenginewatch.com/article/2261949/AdWords-Mobile-PPC-Performance-How-it-Stacks-Up-Against-Desktop

34. Mobile Domination
Mobile Paid Search is driving 50% of
all paid search clicks for Google
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

35. Mobile Domination
Cost per clicks are 30% lower than
desktop/tablet, but are rising YoY
http://searchengineland.com/smartphones-drive-50-percent-google-paid-search-clicks-end-2015-study-187013

36. Two for the Price of
One
EXAMPLE
Have a fan-favorite blog post?
Pick out main keywords from the blog and launch
paid search ads to drive traffic to the blog post
(similar to a white paper approach)

37. Two for the Price of
One
EXAMPLE
Launching a whitepaper?
Coordinate with your SEM representative to test
the titles of the whitepaper as headlines in paid
search ads to ascertain projected CTR.