Search Engine Marketing (SEM) March 28, 2008

Transcription

1 Search Engine Marketing (SEM) March 28, 2008

2 Agenda Meeting Extenseo in a nutshell Search Engine Marketing (SEM)Definition Some Figures SEM Benefits Search Engine Optimization (SEO) Search Engine Advertising (SEA) Case study Q & A

3 Extenseo is: Pioneer (since 1998) 100% focused on Search Engine Marketing A team of 20 Professional Consultants ROI-Minded, focused on Sales & Lead Generation Belgian Market Leader & Product Innovator Innovating and Reactive (strong "R&D" pole) Former subsidiary of Belgacom/Skynet ( ) Now subsidiary of iprospect, worldwide leader and pioneer in Search Engine Marketing (iprospect is a subsidiary of the Aegis Group : Carat, Isobar, )

4 Extenseo: an Active Company! Active member of: International Search Engine Marketing Professional Organization Trade Association for the Internet Marketing Industry Partnerships, Labels & Certifications: Direct Marketing Association Association for Marketing Minded People Platform for Belgian E-Commerce 4 Extenseo specialists have obtained the 'Google Advertising Professional' certification. Selected by MSN as privileged partner Selected by Yahoo as privileged partner etic Company #154 Most Recent Publications: 'Search Engine Marketing' White Paper in collaboration with MSN and Best Of Publishing. May pages 'Search Engine Marketing' Code of Ethics Released October 2006 Developped & launched SEO Label for CMS: Released October 2006

5 Belgian scale customers: Some References: European Scale customers:

6 Search Engine Marketing (SEM)

7 Search Engine Marketing (SEM): Definition Search Term Advertising Natural Search Results Art and Science of increasing a web site's visibility in search engines for a targeted list of keywords and phrases. The goal is to ensure the R.O.I

8 Some Figures

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10 Main Internet users activities Search 91 % 94 % Instant Messenger Social Networks 48 % 43% Watching Video Listen to Radio Download Music 33 % 33 % 33 % Source: EIAA/Microsoft Digital Advertising Solutions 2007

11 How do customers find products to buy? SEARCH is #1 SEARCH is #1

12 Power of Top Results 35% 30% 25% 20% 15% 10% 5% 0% Only a few The first page Source: iprospect, Brand Survey 2 The first The first More than The whole two pages three three list, unless pages pages its dozen of pages Source: DoubleClick, Greenfield Online, March 2003 About 50% of web users review only the first page of search results!

13 Where do surfers look at in Google results? Source: Did-it, Enquiro and Eyetools, March 2005

14 SEM Benefits

15 Increase traffic (up to 40%) SEM Advantages Highly targeted & qualified visitors 365 days a year Pull Marketing Very low acquisition cost Best weapon for Sales & Lead Generation! Source: Nielsen E-commerce Report, May 2003 (NB: Tiles = buttons)

16 SEM Strategies 1. SEARCH ENGINE OPTIMIZATION (SEO) 2. SEARCH ENGINE ADVERTISING (SEA) Search Engine Optimization (SEO) Search Engine Advertising (SEA) Advantages - Lowest acquisition cost - Quick Setup - Long Term Strategy - Perfect for Generic Keywords - Perfect for search terms - Perfect for Punctual/Promo Actions composed of 2 or 3 words - Reach a lot of search engines Restraints - Takes 3-4 months to go live - Some keywords might be expensive - Limited when too much competition - Time consuming - Might capture less traffic than SEO

17 Search Engine Optimization (SEO) How does a Search Engine index your website?

18 > Structure > Content «Content is king!» > Popularity

19 Blocking Factors on a website Flash Frames Java scripts Ajax Exotical url s Website build with images Some Content Management Systems It is crucial to think SEO before you create the website!

20 SEO Hypes, Myth's & Magic Submitting to Search Engines Regular Resubmission I visited your site and... SEO Software can do it all 99$ Online Packages 500 EUR Professional Package Google AdWords influencing your Google ranking Get links with one push on the button No danger using Content Pages, hidden text, Remember : Do never use tricky techniques as your website would be blacklisted by Google!!

21 Our SEO Methodology

22 Pyramid Methodology

23 Most Critical Step : Keyword Audit & Selection Identifying the right keywords is the most critical step. Optimizing a site on too competitive keywords or on non-demanded keywords is totally worthless! 1 1. Basic Keywords provided by the customer 2. Lateral Search (using spidering tools, site statistics, thesaurus, etc.) 3. Vertical Search (using miscellaneous search engine databases) 4. Keywords Score Analysis (Google AdWords targeted campaign) 5. Keywords Competition Analysis 6. Results Analysis & Recommendations 2 apartement house studio villa residence loft house for sale house buying house for rent buy a house... [real estate]

24 SEO Pricing Tailor made, depending of the project : website type (enough links or not for example), number of languages, and type of languages know-how delivery or production by Extenseo Usually the prices starts at Eur for a whole Setup.

25 Search Engine Advertising (SEA) Campaigns

26 Search Term SEA Advertising Pay Per Clic linked on a bidding system

27 Search Engine Advertising (SEA) Benefits Allows to get results on generic keywords Complementary to SEO Short term, Middle term, Long term strategy especially efficient for temporary campaigns: events, product launch, Top Topicals, etc. Easy Control on the Pricing: No minimum spend Choose how much you want to spend per click for every keyword Pay Google only for users who click on your ad (Pay-Per-Click pricing policy) You choose your own maximum daily spending limit (daily budget) Easy geo-targetting

28 Media: SEA Pricing Policy You pay the exact price requested by the search engines, in function of: each keyword the sector competition your objectives your ROI/profitability Services: A personalized fixed fee is requested to setup and maintain your SEA campaign(s). Note: We don t take any variable fee on the Media (nor mixes Media and Services into a fixed cost-per-click) to avoid any conflict of interest, bidding strategy limitations, etc.

29 Case Study

30 Situation DVDPost, a product of Home Entertainment Services SA, has been set up by the end of 2002, along with the release of the new Prior stamp. DVDPost is currently the 1 st European site for DVD rental. By having analyzed the strategy of various e-commerce sites in United States, France... they knew that Search Engine Marketing (SEM) was vital for the growth of their business. Furthermore, they heard it was very profitable in comparison with the related investments. They started their SEM strategy in 2004 with Extenseo.

31 Results > Positions in Google.be Keyword Position Keyword NL #1 1 Keyword NL #2 1 Keyword NL #3 2 Keyword NL #4 2 Keyword NL #5 1 Keyword FR #1 1 Keyword FR #2 3 Keyword FR #3 1 Keyword FR #4 2 Keyword FR #5 1 Positions taken on February 1, 2005

32 Results > Traffic DVDPost.be: Search Engine Traffic Visitors /04 06/04 07/04 08/04 09/04 10/04 11/04 12/04 01/05 Period

33 Results > ROI 10% of DVDPost e-marketing budget dedicated to SEO 25% of the global traffic is generated by the search engines 1.000% increase of their search engine traffic (in one year) 30% of visitors from Google subscribe every month for free 1% of visitors from Google pay every month to rent DVD

34 Thank You! Don t forget to visit our website Extenseo Tel: info@extenseo.be Download our free «White Paper»

35 Any Questions?