Branding

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Branding Search San Jose 2006 Optimizing Your
Brand Through Search
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OTTO Digital Jonathan Mendez, Partner jmendez_at_otto
digital.com
Who Strategic Services Division of
Offermatica What Design Execute Optimization
Strategies gt Online Targeting Testing
Optimization
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• Optimizing Your Brand through Search
• Relevance
• Visibility Messaging
• Segmentation
• Targeting
• Testing

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Kairos The Greek God of SEM

• Son of Zeus
• Pillars of Aristotles Rhetoric
• One of two Ancient Greek words for time
• Defined as The Right or Opportune Moment

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• Why Search is so Powerful The right or
  opportune moment
• The searcher is focused on completing a goal.
• At that moment, if you can deliver a contextual
  relevant brand message you will fuel persuasion
  and raises consciousness.

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• How can marketers find the opportune moment
  deliver contextually relevant brand messages?
• Target

Great push example of finding the opportune
moment delivering contextual relevance
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• Users are in control of the experience!
• Effective branding in this new paradigm means
  your brand message must be contextually relevant
• The Right Message
• The Right Audience
• The Right Time

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Searcher Behavior Buyers are searching on
generic keywords all the way up until the final
keyword before purchase. Get your brand name in
front of them.
comScore, DoubleClick
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• Visibility
• Need to make an investment for visibility. Unlike
  other brand initiatives this investment is
  measurable.
• Top Sponsor for PPC First Page for Natural

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Visibility Why does the search impression have
no value? As an industry we dont value itits
a freebie
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Messaging What product?
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• Messaging
• Words can brand!
• Snap, Crackle, Pop
• Wheres the Beef?
• The Ultimate Driving Machine
• Have It Your Way

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Case Study I Branding Search via
SEO VitaminLab.com
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• Messaging

• Your title tag is your brands first impression
• Most users are not reading anything beyond the
  title

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• Messaging

• Brand Name
• Keyword
• Brand Message

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Leverage your name in your title tag to promote
your brand and stand out from the crowd.
The same type of thinking that works in
traditional retail branding can be applied
online. The ULTRA makes the VitaminLab product
stand out in the SERP the same it would on the
store shelf next to other Mens
Multivitamins The ALLCAPS makes it stand out a
bit more.
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• Did VitaminLab build a brand through SEO?
• 72 of customers from natural search
• 54 repeat customer rate
• Nutrition Business Journal Award for 5 year
  growth
• All data September 2004

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Case Study II Branding Search via
PPC Timberland.com
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• Segmentation What makes your brand resonate in
  the minds of your customers?
• Does it resonate differently to different
  segments?

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Brand Experience for Timberland
Ad calls attention to the official site, some
promotional messaging around free shipping and
returns and leads to the homepage where users can
self segment further by their interest.
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Brand Experience for Tims
This ad messages boots, clothing online
exclusives and the always important newest
styles. These landing pages make sure users know
that Timberland is Tough Enough to Hang
Anywhere.
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Case Study III Branding Search Missed
Opportunities
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• Secrets 50th Anniversary Branding Initiative

• Share Your Secret
• Cross-Media Campaign
• Taxi top ads in NYC
• Website
• Times Square Event
• Text Messages
• Kiosk

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• Where is the campaign in search?

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• Natural result drives to different brand
  initiative
• Life at 200 MPH

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Steadily growing query volume
Traffic spike since launch of campaign
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Tale of two logos
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and keywords
coke and coca cola move in relative lockstep
in the minds of users and the press
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and SERPs

• coke
• coca cola

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but a single Homepage/Landing Page experience
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Homepage/Landing Page Target Opportunities

• Why doesnt it geo target to provide immediate
  relevance?
• Why doesnt it target the brand logo per the
  query?

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Why wont it recognize me when I come back again?
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Why wont it recognize me when I come back again?
or recall correctly what domain I arrived
from?
http//www.coke.com/thank_you.htm?langen_US
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Branding Search Brand Intelligence
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• Testing The need to test is equal to our desire
  to learn.
• What can you learn about your brand?
• What can you learn about your customers?

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• Who decides your brand identity?
• Dont let the Creative Director pick from one of
  fifteen brand concepts

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• Why not test all fifteen to your real customers?
• Divide the tests by user segments
• Find what messages work best for each segment
• Search provides the ideal medium to test!!!

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• Brand Intelligence Through Search Analytics
• Consumer interest in products and brands
  (Impressions Clicks)
• Consumers latent needs (Impressions)
• Messaging that attracts (Ad and Landing Page (LP)
  Copy)
• Imagery consumers/segments respond to (LP)
• Recall (Return Visit)
• What consumers dont like (CTR Conversion)
• Seasonal Trends (CTR Conversion)
• Micro Trends (Week, Day, Hour) consumers are open
  to messaging (CTR Conversion)

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Branding Search Where do we go from here? We
are just scratching the surface with the power of
branding through search. As the technology
provides more relevance so too will its influence.
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Thank You! www.ottodigital.com
Jonathan Mendezs Blog www.optimizeandproph
esize.com