
mar·ket·ing (n) - The action or business of promoting and selling products or services
Average CMO Tenure 2009 2012 2006 35 Mos. 43 Mos. 23 Mos.
Google and Amazonhave a higher market value than Disney, Comcast, and News Corp.
True or False > The entire Retail industry Annual US prescription drug sales Poland The entire NFL All of the above
Globally there are 2.3 Billion people connectedto the Internet
$40 Billion spent on Display Ads in 2012 37% by 2014 – combined display market share of Google and facebook
Video Samples Pre-Roll Units Web Content and Brand Channels
AD AD Right Inventory + Right Targeting = Right Customer
Google Display Network YouTube and Google Sites Doubleclick Ad Exchange Partner Sites Sites Feeds Games Social Media Video Mobile
Benefits of Exchange Buying • Efficient Scale • Decide how much to pay for each ad impression • Eliminate intermediaries • Auction system lowers costs • Buy & optimize in real time • Insight • Transparency on media placement, performance and audience • Learn about behaviors of users coming to your site, and who is purchasing • Performance • Instant feedback loop on what media is working • Intelligent system can ‘learn’ to find high value users • Targeting • Target the right ad to right user at right time • Control media placement and timing
Targeting Capabilities • Behavioral Targeting • Identify users who have interests, hobbies, purchase intent patterns, etc. • Remarketing • Target users who’ve visited site, but haven’t yet purchased • Reach users based on search activity • Prospecting • Cast a wide net to identify strongest sites, locations, times, messages • Contextual Targeting • Run on sites and pages that may be relevant to the advertiser
Deploying and Ad Exchange Strategy • Data Collection • Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments • Programmatic Buying • Target these data profiles through real-time bidded inventory where we can “cherry-pick” ad impressions and price them according to predicted return • Optimization and Insight • Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context
Real-Time Bidding in Action • Allows you to optimize based on where user is in the funnel Home Page Visit “Look-alike” cookie High Value Targus Segment $0.97 eCPM Quantity $0.51 eCPM $2.15 eCPM HHI below 50K Brand Loyalist $3.46 eCPM $4.61 eCPM Price
$23 Billion spent in Search in 2012 400 Million – The amount of searches Google gets everysday
Where do People Click? 30% of Clicks 70% of Clicks * Enquiro - 2010
Search is No Longer 10 Blue Links Paid Search Shopping Organic Search Video
Paid vs. Organic Search Differences SEM / Paid Search / PPC SEO / Organic Search Immediate Impact Long Term Results Vs. Control of Message Requires Implementation Vs. Can Target More Keywords Less on/off flexibility Vs. Easy to Test & Learn Focus on content & site architecture Vs. Higher out-of-pocket cost Extremely cost-efficient Vs. Performance-based Pricing Project-based Pricing Vs.
Search Campaign Structure Keyword Selection Campaign Development Copy Optimization Landing Pages Bid Optimization • Selecting target KW’s based on goals • Keyword grouping strategy • Identify growth opportunity • Group sections & content to establish organic themes • Align copy to keywords • Ongoing testing and qualifyingof offers to filter out bad clicks • Edit or create new contentto focus on conversions • Landing page creation and alignment • Multivariate testing • Ensure the right page is ranking based on a user query • Leverage technologyto maximize efficiency • Test different bid positions • Adjust strategy by day-part, geography, etc
digital cameras buy [brand name] SLR cameras [brand name] best digital camera broad specific Keyword Selection • Cast a wide net and optimize back • Don’t use marketing language • People don’t search the way you want them to • Diabetes Recipes vs. Diabetic Recipes
Campaign Development • Grouping KW’s into “like” categories allows for several advantages: • Effectively manage budget • Isolate performance and set goals differently • Identify areas of opportunity • Target differently $100 Daily Budget $100 Daily Budget Brand Terms Cable Terms Comcast Comcast Cable Cable and Internet Buy Cable Bundle Terms Non-Brand Terms
Copy Optimization • Align with perceived keyword search intent and should contain a call to action Bundle Keywords Internet Keywords Broad Keywords
Landing Pages • Delivering an experience based on your search query
Bid Optimization • Tools allow you to automatically manage KW’s based on KPI’s
Search Campaign Structure Keyword Selection Keywords & Content Link Popularity Universal Search and Social Media • Is Website coding Search Engine friendly? • Smaller group of KW’s based on site content • Are high quality sites linking to your website? • Sharable content • Assets such as videos, shopping & news feeds, and social media pages
Technical Architecture What users see What search engine spiders see
Keywords and Content • Fresh, unique, up-to-date content • Page content length of 800 to 1,000 words • Use important keywords throughout entire page and focus on one theme • Within the content use links to related pages, if applicable; this will allow search engines to determine the relevancy of the target page
Keywords and Content – Meta Data • Page Title – Each Page is unique • Description Tag – Describes your site Diabetes Complications Diabetes Treatment Diabetes Symptoms
Link Popularity • Link popularity: • The number of sites that link to a particular site. • Many search engines use link popularity as a factor in determining the search engine ranking of a website. • Link building: • The process of creating inbound links to one’s website. • This can be done with links from relevant sites, blogs, forums, newsletters, press releases, and directories. High-Ranking Sites Site C Site b Site A “acne medication”
1 in 5 searches are done on a mobile device 40% - Projected search traffic Google with get on a mobile and Desktop
Mobile Shipments Tablets Smartphones Notebook PC Desktop PC Source: Mary Meeker “Top Mobile Internet Trends”, 2/10/11
Mobile Users to Exceed Desktop Global InternetUsers(MM)