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Mktg350 lecture 10162013

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This document outlines the agenda for a class on online and new media. It includes a discussion on search engine marketing and a review of two blog posts. The reading assignment is a chapter on search analytics that discusses key concepts like search queries, click-through rates, and using analytics tools in marketing plans. The discussion section covers the differences between search engine optimization and search engine marketing, and how SEM works through paid search results and organic rankings. Tools for SEM like keyword lists, landing pages, and analytics are also mentioned.

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Online & New Media SNC-MKTG350 October 16, 2013
Tonight’s Agenda: Search Engine Optimization • Reading: – Ch. 5, Analytics: Search Analytics Key take-aways • Discussion: – Search engine marketing (SEM) • Blog Post Review: – Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness. – 9 best practices small businesses should use in optimizing a website.
Reading Recap: Ch. 5, Analytics: Search Analytics Your top 5 take-aways from Chapter 5 1. 2. 3. 4. 5. How might you use these Search Analysis tools in your digital marketing plan?
How big is search? 19,400,000,000 searches in July 2013 Source: comScore Search Engine Ranking
What are we talking about today? • Search engine marketing: – Marketing your business through the engines – SEM has specific costs – SEM also requires time to manage campaigns Goes by “SEM” among friends…
SEO vs. SEM • Search engines find • You bid on keywords your site valuable to your biz • Users find you through • Text ads show on the search engines search engines • No direct costs • Lots of direct cost
The results show on same page Paid results Organic results Paid results
SEARCH: the right side delivers clients
Source: comScore’s Search Engine Ranking, July 2013
How Search Works: 1 Idea about your product or service 2 Research on a search engine 3 See your ad and click 4 Visit your microsite, already self-qualified
Search’s efficiency Attract people already in a mindset for your service, allowing you to engage with people ready to buy: •You set the budget by click or visitor •15-25% of visits should become calls •Only pay when someone clicks •Shortens your sales cycle
How marketers use SEM • Understand what customers WANT when they search and find your site  Keywords • Sales tracking, optimizations  Sales funnel management • Create topic-specific landing pages Landing pages best practices
Tools for SEM • 50-250 keyword list • Text ad AdWords campaign • Landing page microsite • Google Analytics on microsite • Know your conversion targets. I like 25% visitor-to-caller conversion target. • Unique, trackable phone number
Good keyword hygiene • Describe your product from your client’s point of view • Think in terms of campaign groupings: – “Yoga for beginners” vs. – “Yoga trainer certifications” • Be specific • Layer in geography • Use phrases
Keyword Thinking • A single word: “fountain” • Or a phrase: “outdoor fountain with lights and timer” • Short terms = high volume, high competition, more ambiguity • Longer phrases = lower usage volume, more likely to connect
Evaluating keywords • Some words get lots of clicks • Some words get few clicks • Compare to sales funnel – not all clicks are equal
SEO Key Ideas • Should you always go with the highest clicked keywords? • What’s the relationship between keywords and sales funnel? • Do your optimal keywords change over time? • How do you evaluate the value of your keywords?
Text ads Headline URL Three lines • • • • • Be VERY succinct Stand out, make an offer Action-oriented (“buy flowers” not “we have flowers”) Use your most important keywords Optimize the ads: this is dynamic and on-going work
Good landing page practices • Simple design • Clear, concrete offer • Don’t link out – this is a sales funnel • Attractive, for credibility • Include your phone, address, email
Blog Topic: 9 best practices small businesses should use in optimizing a website. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
Next session: • Quiz on Monday • Reading: Ch. 6, Analytics: Audience Analysis • Discussion: – Website, campaign & mobile analytics – Key performance indicators: Clicks, Impressions, Leads, Conversions, Time on site • Blog Post Review: – Why mobile websites matter in the marketplace.

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Mktg350 lecture 10162013

  • 1. Online & New Media SNC-MKTG350 October 16, 2013
  • 2. Tonight’s Agenda: Search Engine Optimization • Reading: – Ch. 5, Analytics: Search Analytics Key take-aways • Discussion: – Search engine marketing (SEM) • Blog Post Review: – Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness. – 9 best practices small businesses should use in optimizing a website.
  • 3. Reading Recap: Ch. 5, Analytics: Search Analytics Your top 5 take-aways from Chapter 5 1. 2. 3. 4. 5. How might you use these Search Analysis tools in your digital marketing plan?
  • 4. How big is search? 19,400,000,000 searches in July 2013 Source: comScore Search Engine Ranking
  • 5. What are we talking about today? • Search engine marketing: – Marketing your business through the engines – SEM has specific costs – SEM also requires time to manage campaigns Goes by “SEM” among friends…
  • 6. SEO vs. SEM • Search engines find • You bid on keywords your site valuable to your biz • Users find you through • Text ads show on the search engines search engines • No direct costs • Lots of direct cost
  • 7. The results show on same page Paid results Organic results Paid results
  • 8. SEARCH: the right side delivers clients
  • 10. How Search Works: 1 Idea about your product or service 2 Research on a search engine 3 See your ad and click 4 Visit your microsite, already self-qualified
  • 11. Search’s efficiency Attract people already in a mindset for your service, allowing you to engage with people ready to buy: •You set the budget by click or visitor •15-25% of visits should become calls •Only pay when someone clicks •Shortens your sales cycle
  • 12. How marketers use SEM • Understand what customers WANT when they search and find your site  Keywords • Sales tracking, optimizations  Sales funnel management • Create topic-specific landing pages Landing pages best practices
  • 13. Tools for SEM • 50-250 keyword list • Text ad AdWords campaign • Landing page microsite • Google Analytics on microsite • Know your conversion targets. I like 25% visitor-to-caller conversion target. • Unique, trackable phone number
  • 14. Good keyword hygiene • Describe your product from your client’s point of view • Think in terms of campaign groupings: – “Yoga for beginners” vs. – “Yoga trainer certifications” • Be specific • Layer in geography • Use phrases
  • 15. Keyword Thinking • A single word: “fountain” • Or a phrase: “outdoor fountain with lights and timer” • Short terms = high volume, high competition, more ambiguity • Longer phrases = lower usage volume, more likely to connect
  • 16. Evaluating keywords • Some words get lots of clicks • Some words get few clicks • Compare to sales funnel – not all clicks are equal
  • 17. SEO Key Ideas • Should you always go with the highest clicked keywords? • What’s the relationship between keywords and sales funnel? • Do your optimal keywords change over time? • How do you evaluate the value of your keywords?
  • 18. Text ads Headline URL Three lines • • • • • Be VERY succinct Stand out, make an offer Action-oriented (“buy flowers” not “we have flowers”) Use your most important keywords Optimize the ads: this is dynamic and on-going work
  • 19. Good landing page practices • Simple design • Clear, concrete offer • Don’t link out – this is a sales funnel • Attractive, for credibility • Include your phone, address, email
  • 20. Blog Topic: 9 best practices small businesses should use in optimizing a website. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
  • 21. Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
  • 22. Next session: • Quiz on Monday • Reading: Ch. 6, Analytics: Audience Analysis • Discussion: – Website, campaign & mobile analytics – Key performance indicators: Clicks, Impressions, Leads, Conversions, Time on site • Blog Post Review: – Why mobile websites matter in the marketplace.

Editor's Notes

  1. Let’s say I had some notes here.
  2. Do you know what they mean when they say “channels”? What do you think “silos” refers to? Send people over broadcast to your site, they have to find you again…need search engines so search analysis gives you insight to other tools’ effectiveness. Searc is the first place consumers go, most time spent Still have to solve a specific problem – what’s your problem statement?
  3. Think like a client, what do they worry about, what do they want? How do they recall your product? Consider that they might fumble, free associate Be specific It’s free to put keywords on your list, make it a long list Make long keyword phrases…that’s called using the “long-tail”
  4. A good text ad is different from a newspaper or television ad. You have a limited number of characters, so it needs to be succinct. One key advantage of AdWords is that you can experiment with what works and further fine-tune your ad copy over time. Tell people why you're different.Highlight your service, value, professionalism, speed, or whatever it is that sets you apart. Tell people what they can expect from your website and your company. Incorporate a call to action in your ad.It's better to say "buy flowers" rather than "beautiful flowers." Use the most important keywords in the ad text.Search terms appear bolded in the ad. This gives the ad a better chance of being noticed and clicked on. Use ad groups to tailor your ads to what users are searching for.With ad groups, you can show different ads for different sets of keywords. For example, a yoga studio may want to create a unique ad for their “yoga for beginners” classes and another ad for people interested in “advanced yoga classes.” Don't know which ad text is better? Experiment with a few different ads.If you aren't sure what text to use in your ad, just let your audience decide. You can create multiple versions of your ad and then compare them to find out which receive the most clicks, leads, or conversions. Remember, you only pay when someone clicks on your ad, so feel free to experiment!
  5. A good offer is not “we wear clean uniforms”. A good offer is “we will clean three rooms for $299”