Search Synergy – Maximizing Your Online Shelf Space

1. Search Synergy –Maximizing Your Online Shelf Space

2. Reasons You Should Belong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money

3. About Our Sponsors Covario is a leading provider of SEO (search engine optimization) and SEM (search engine marketing) agency services and management solutions.  Kenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising.

4. Housekeeping

5. Today’s Presenters Mel White Special Projects Editor ClickZ Alex Funk Director of Digital Media Strategy Covario Kelly Wrather Marketing Manager Kenshoo

6. Agenda • State of the SERP • SEM Landscape • Implications for Marketers • SEO + SEM Synergy • Goal-Setting • Budgeting • Key Takeaways

7. The State of the SERP Kelly Wrather Marketing Manager Kenshoo

8. The SERP of 2011

9. The SERP of today • More real estate • Product Listing Ads (PLA) • Enhanced Sitelinks • Ad Extensions • More screens to consider • Convergence: Paid, Owned, and Earned

10. And it’s not just Google…

11. SEM Landscape

12. SEM: Competition’s heating up • Search Ad Spend up 52% since Q2 2011 Note: Volume metrics have been normalized to a factor of 1 based on the initial quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter – for example, 1.52 means that volume is 52% greater than volume in initial quarter measured (Q2 2011).

13. Holiday snapshot • Search Ad Spend up 51% for Cyber Monday 2012

14. Implications for Marketers

15. What does this mean for the marketer? • Raising budgets isn’t enough, need to get more creative to maximize shelf space • Challenges overcoming structural silos • More touchpoints to consider and account for in a consumer’s path • Integrated approach needed to understand the full search picture

16. Get creative with shelf space

17. Overcome silos 1 Connect your product feed in the Google Merchant Center 2 Connect your Merchant Center account to your AdWords account 3 Sync Kenshoo and AdWords 4 Manage, optimize and report on PLAs

18. Account for touchpoints Purchase Social Ad Click Search Text Ad Click Product Ad Click

19. Take an integrated approach

20. Poll 1 Do Paid and Organic Search have equal priority in your organization?  • SEO/PPC – equal priority • SEO – greater priority • PPC – greater priority

21. Shedding light on SEM + SEO opportunities

22. Keyword expansion

23. Understand program cannibalization

24. Attribute actions

25. Paid and Organic Search Synergies Alex Funk Director of Digital Media Strategy Covario

26. Poll 2 Do you feel your Paid and Organic Search programs work together or compete against one another? •  Yes, highly integrated •  Moderately integrated, need more focus •  No, not integrated, need help

27. Understanding The Problem Statement • What keywords are we really talking about? • What are we actually trying to compare? • What phenomena are we trying to measure?

28. Without Data, Assumptions Are Just That • “Why are we paying for traffic if we’re already getting it for free?”  “Why are we buying our brand keyword when we already rank #1 in the organic results?” 

29. Clicks on Paid Ads are Incremental to Organic Source: Incremental Clicks Impact of Search Advertising. Google. July 2011

30. SEO/PPC Synergies

31. More Data, Better User Experience = Higher Performance • Ad copy performance • Landing Page performance • Search results user experience • Management efficiencies for entire search program • Mitigate loss of organic traffic with paid • Unified SearchReporting • Comprehensive Sharing of Search Data • SearchTraffic Forecasting • Investing in Long Tail vs Head terms • Cannibalization or click assistance?

32. Poll 3 Have you seen uplift by having a Paid and Organic strategy that work to support one another? • Yes, significant uplift • Somewhat, moderate uplift • No, little to no uplift

34. Organic results account for just 15% of the above the fold pixels On average the top 3 spots take >40% of the clicks on this page Sponsored Ads on high commercial intent keywords take up 86% of the above the fold pixels ORGANIC RESULTS

35. Goals of A Comprehensive Search Program

36. Achieving your Goals

38. Cross Capability Collaboration • Working as a team to share learning and best practices across • capabilities with agencies to drive time and cost efficiencies Capability Search Engine Marketing Creative • Keyword insights used to inform website content, paid search creative, and metadata Technology • Best practices for search engine optimization are shared with technology Strategy and Analytics • Learning from strategy and analytics are used to inform and refine the search engine marketing campaign and drive business results Media • Media drives searches for targeted keyword phrases • Keyword research informs media buys and creative

39. How to supplement SEO with PPC

40. Increase web visibility with PPC for Non-Performing SEO Keywords • Company is ranking beyond the first 30 organic listings for 14 gold keywords - primarily competitive, non-branded terms with high search volumes • Company could increase search visibility by bidding on these terms. • Testing performance of competitive paid terms can indicate which keywords merit link building budget, which can take several quarters of SEO efforts to realize results. Company doesn’t rank within the top 100 organic listings for this highly relevant and competitive term While organic optimizations are formulated and implemented, multiple paid listings can be implemented and tested, driving traffic immediately to the site.

41. Utilize Performing PPC Data for SEO

42. Leverage performing keywords and ad copy CTAs for SEO on-page optimization whilst adhering to brand and legal guidelines: • Meta Title • Meta Description • Header tags (H1, H2, etc.) • Webpage textual Content • Image alt tags • Internal Linking • Link Development If this ad has a high CTR, it’s description line can be added to the meta description of the organic listing(s) below to increase organic CTR.

43. Consistent Messaging Messaging in paid and organic listings should work together to drive CTR. • Messaging for paid and organic listings on Google are all consumer focused and describe features and available models. • Although descriptions are different, they are thematically cohesive, attempting to drive user to the site to make a purchase.

44. Search Reports: SEM/SEO Brand 1 Weekly Report Brand 1 44

45. Don’t forget about Mobile

46. TIMING and Budgeting Considerations

47. Timing Considerations • SEO optimizations often take time to capture traffic while paid placement can provide quick gains. • Utilize PPC to drive traffic to new site pages while SEO builds content, optimizes pages, and acquires links. • Also, react to shifting organic results (Google Panda updates, website updates etc.) with PPC to minimize loss of visibility and traffic.

48. Early StageQueries Conversion Intent Budget Program to Purchase Funnel • Generic, broad keywords • High search volume / traffic • High costs associated with: • Very competitive (high CPCs) • Generally lower conversion rates • Mix of generic, branded, and targeted keywords • Consumers engaged in select group of brands for consideration • Potentially less volume / traffic • Higher conversion rates Consideration Queries • Mix of multi-string queries and brand terms • Low search volume on ‘tail terms’ • High search volume on brand terms • Specifically targeted (brand, product, action) • Higher conversion rates

49. Key Takeaways • Understand the landscape and its implications • Determine program synergies • Uncover opportunities for program optimization • Back it up with data …Ultimately, maximize search ROI!

50. Questions Kelly Wrather Kenshoo kelly.wrather@kenshoo.com Alex Funk Covario afunk@covario.com