WebMama.com Inc. 2005Web Design World 2005

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SEM Highest ROI since .

• News from the world of Search Engine Marketing

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Are you a player in the hottest marketing
strategy since

• Bill Cosby yelled at us to get out of that Jello
  Tree
• Farah Fawcett passed her shampoo to all her
  friends
• Some little old lady was looking for some protein

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Why Search is HOT!

• Pull Marketing
• High ROI
• Localization (yellowpages search)
• Personalization (social network search)
• More shoppers buying online via search shopping
  engines
• Google IPO
• Revenue at Yahoo
• MSN getting in the game

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Much to Talk About

• State of the Industry
• Smarter Searchers/Smarter Results?
• What is Search Marketing?
• Contextual are they just banners?
• What does Search Marketing have to do with Web
  Design????
• Where next?

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Search Evolution text-based ads

• 4Natural/Organic
• 4 Impression Based
• 4 Paid Inclusion
• 4 Pay-per-Click

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Industry Update

• 4000 visitors at SES Chicago
• Carat Interactive largest buyer of PPC worldwide?
• 42-47 of online marketing budgets spent on
  search
• 2-5 of advertising dollars spent online

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Have we got all the Eyeballs already?

• Running out of search impressions, running out of
  english-speaking searchers.
• French speaking?
• Spanish speaking?

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Pieces of the Pie
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State of Media Providers

• Yahoo
• Google
• MSN
• Others

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Smarter?

• Searches are 2-3 words now
• Searchers are using search boxes to find things
  they already know where to find
• ebay 1 search term
• Getting used to seeing ads and not clicking on
  them, kind of like banners
• Better organic results? Spam Busters.
• Better targeted local results -yes

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What is Search Engine Marketing?

• Text-based online advertising

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Google Adwords Paid Search
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Organic/Natural Listings
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Content-Based Ads
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Search Engine OptimizationNatural and Organic
Results Visibility

• More important than ever
• PPC prices going up
• 60 of people click on organic
• Big companies are playing now
• But only 10 of large B2B companies are doing
  SEO
• Competition is heating up
• Consultants can charge more money for SEO
  services
• Monthly Retainer
• Changes dont happen as often
• Should Web Designers add it to their repertoire?

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Fundamentals Dont Change

• Architecture
• Linking
• Technology
• TITLE tags
• Meta Tags
• Content, Content, Content

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Keyword Selection
Beware the CEO-ego!!
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Legacy Terms vs New Markets

• Choose Keywords that searchers search for ?
• Hard choices
• Look at PPC conversions
• Look at referral traffic and how far they get
  into the site
• Look at wordtracker
• Look at PPC traffic estimates

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Challenges to Site Optimization
IT Opinions and Processes

• They are not marketers
• They should not control the lead generation on
  the website or for the company

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FLASH
www.hp.com/music
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Elements of Search Engine Marketing

• Paid Inclusion
• Pay-per-Click
• Contextual
• Behavioral
• Shopping Engines
• Local Search (IYPs, Guides)

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Paid Inclusion

• A must do
• Cheaper (.20-.30c/click)
• Critical to Yahoo rankings
• Example management
• Leads to a more enticing result better for lead
  generation
• Makes Yahoo results more relevant

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PPC

• High ROI - 10x banners?
• Costs are dropping on generic words and
  increasing on 2-3 phrases
• Broad match is default on Overture and Google now
• Conversion analysis is changing the way people
  bid
• Bid Management important if budget is a concern

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Branding

• 12 uplift in Brand awareness with PPC ads IAB
  report
• Visitors are more likely to click another time
• Lower Conversion rate
• Different metrics for branding and awareness
  campaigns
• Higher Cost for trademarks
• Do you need to bid on your trademark?

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• PPC/SEO advertising is PULL Marketing
• You arent beating people over the head to get
  them to click on your ad.
• They are looking for you!

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Contextual

• Beating people over the head but softly
• Shows up when content contains keywords in PPC
  campaigns
• Does not convert as well
• Prices will come down
• B2B does not seem to be useful
• Aside Syndication of Google results increases
  traffic by 60 but quality goes way down

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Behavioral Pay-per-click
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Shopping Engines

• Google froggle is free but not well used
• Others are ppc / XML feeds primarily
• Results show all competitors at same time
• Examples

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Local Search

• Natural Search Results looking for local
  information
• www.kelseygroup.com/conferences \
• Amazon A9 example

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Challenges with Search

• Changing all the time
• Limited inventory of impressions
• Relevancy (IMHO) is getting worse
• Spammers are winning we need another Florida
  update
• Affiliate marketing in SEM needs to be managed

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Challenges of SEM/PPC

• Lack of tools to make it easy for small business
• Changing landscape
• Hard to determine budget and spread out
  advertising at the same time
• People arent using conversion tools
• Large companies win at SEO
• We are still in the pimple stage

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Whats Next?

• Higher quality local
• Better Spam Controls
• Best Practices and Standards
• Yahoo integration with Overture
• MSN PPC, etc
• More portal functions from Google
• And the next search engine is ..

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SEMPO

• Search Engine Marketing Professional Organization
• Established to educate marketing managers
  worldwide on the value of search engine
  marketing.
• Join us www.sempo.org

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Resources for Learning and Selling SEM

• www.searchenginewatch.com
• www.sempo.org
• www.webmama.com
• www.highrankings.com
• www.marketingsherpa.com
• www.emarketer.com
• www.clickz.com

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Thank you.

• Barbara Coll
• bcoll_at_webmama.com