Maximizing Profits Through Effective Search Engine Advertising

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1 Maximizing Profits Through Effective Search Engine Advertising Optimizing Paid Search with NetSuite Speakers: Jay O ConnorO VP Marketing NetSuite Chris Valle Chris Valle Senior Manager, Sales Google 1

2 Agenda Why paid search advertising is important How NetSuite can help improve results The Perspective from Google: Best Practices and More Live Demonstration Q & A About NetSuite Fastest growing software company in the US Largest integrated Software as a Service customer base: 7,500+ Award winning product "Keep an Eye On" Best Software Service Technology Marketing Corporation's The CPA Technology Advisor 2

3 Traditional Software Management Fragmented, complex, costly Ecommerce Search Engine Marketing CRM & Marketing Automation Accounting Campaigns NetSuite: 3 Big Ideas Create One System To Run A Business Deliver System via Internet Deepen Capabilities for Specific Industries 3

4 Summary ( The Last Slide First ) Paid search is a must try form of marketing The keys to success: Iterative testing Good landing pages and good website Closed loop analysis: The ability to measure everything that s important, including revenue, profit, ROI Get someone to run your paid search efforts who is an expert Make sure you have the right systems in place Why Paid Search Marketing Is So Attractive Allows you to efficiently reach people who are actively looking for the products/services you provide High quality leads and shorter sales cycle 100% measurability and visibility IF you do it the right way Proven as highly effective vehicle in many industries Can improve ROI and minimize waste Through testing & measurement, can spend money only on those keywords that are profitable Costs little to get going Can start small and expand after proving results A great equalizer for small and midsize companies Can compete on the same field as the big boys 4

5 The Catch Click Lead Prospect Customer Google Mktg Package SFA Package Accounting Package To truly perform well with paid search marketing, you need a way to achieve closed loop marketing Traditional systems don t provide closed loop visibility into paid search or most other marketing programs NetSuite Provides Closed Loop Marketing: The Holy Grail for Marketers Click Lead Prospect Customer Google Integrated Suite One integrated system provides complete visibility to effectiveness of all marketing programs See revenue and ROI for all marketing activities Platform for easy testing and measurement 5

6 Marketing 101 Plan Execute Adjust Measure One System, Closed Loop Marketing Complete Reporting From Campaign-to-Revenue Paid Search Link to Landing Page Link to Online Form Online Ad Natural Search Link to Web Site Profitability by Medium Profitability by Campaign New Business by Industry Win/Loss By Competitor Win/Loss By Reason 6

7 July, 2006 Google in a Changing Media Landscape Chris Valle Senior Manager, Google North America Sales Agenda Online and Search Marketing Trends Why Google? The Google Network How to Make Google Search a Success Sign Up for Google AdWords 7

8 Online and Search Marketing Trends Online and Search Marketing Trends Online and Search Marketing Spend Online and Search marketing spend continuing to grow strongly Targeted Media Targeted Media will be the clear winner in the race for advertising spend Measurement and Accountability The level of accountability for all marketing activities is rising dramatically Executives focus on planning and executing marketing campaigns, and spend less time assessing their performance Many admit they don t know how to measure the impact of their online marketing activities Source: The Future of Online Marketing, Economist Intelligence Unit (Feb 2006) 8

9 The Advertising Industry Growth By Media Change in Advertising Spend % Y/Y change, 2005E vs Search: the primary driver of growth in online advertising +25.0% Online +1.4% Broadcast TV +3.3% Yellow Pages +5.7% Newspaper +6.1% Radio +7.0% Cable TV +7.3% Magazine Source: Universal McCann (December 2005) Size and Growth of Search Advertising Search Advertising Revenue, U.S. ($Billions) $5,000 $6,000 $4,715 $5,670 $4,000 $5,000 $3,848 $4,592 $3,000 $4,000 $3,848 $2,544 $2,000 $3,000 $1,000 $2,000 $1,000 $0 $0 $109 $299 $927 $927 $2, $ E $ E Growth of Search, No longer a secret Search is highly effective at the instant consumers are ready to purchase Source: emarketer, benchmarked vs. IAB/PwC (June 2006) 9

10 Why Google? Google Value Proposition Vast reach Google is the #1 Search Engine in the U.S. The Google Network Reaches over 80% of U.S. Internet Users Flexible targeting & creative Formats: Text, image, animated image, flash, and click-to-play video Targeting: Search Keyword, vertical, site and home-page targeting Real-time optimization: Ad units & targeting parameters can change anytime Budget flexibility Auction-based model - free from negotiation No minimum spend start/stop at any time No advance reservation required Analytics & reporting Real-time data impressions, clicks, conversions 10

11 Google Is Global 2 founders 20+ Offices 41 AdWords languages 112 Country Interfaces 117 Languages 6,790 Googlers worldwide 451,000,000+ Monthly visitors worldwide* 2,000,000,000+ Images indexed 8,000,000,000+ Web documents indexed >50% searches originate outside the US* 1 Google Google Internal Data, *Comscore MediaMetrix, January 2006 The Google Network 11

12 The Google Network: Mass Targeted Reach Active Reach, U.S. Internet Users Google #1 U.S. search engine, including: Search partners, including: network The Google Network reaches over 80% of U.S. Internet users Thousands of Content partners, including: Source:Google network 80% reach: comscore Media Metrix (June 2005) The Google Network: Mass Targeted Reach Google.com netsuite Search Partners: AOL.com Content Partners: SFGate.com 12

13 How to Make Search a Success Setting Google Campaign Objectives Identify your market Global, National, Regional or Local Determine your metrics for success: Product sales Traffic to your website Lead generation (registrations) Build an Effective Keyword Search Campaign Review Performance, Optimize and Relaunch 13

14 Getting the Right Traffic DO: Create a robust keyword list. You never know what users will respond to. Include brand name and product names as keywords. Include problem-oriented keywords. Include solution-oriented keywords for customers who have a solution in mind, but don t know what to call it. DON T: Start with a small keyword list and wait to expand it. Assume target users are familiar with your brand and product names. Assume all target users have the same search tendencies. Assume all target users are in the same stage of the buying cycle. Landing Page Optimization Important info above the fold Clear, prominent conversion activity Google Users prefer clean, uncluttered design Search! Easy Contact Enticing product shots Confidence messaging Value proposition: why should I shop here? 14

15 How to set up a Google AdWords Account How to Sign Up for AdWords Go to Google.com Google AdWords Link Sign Up Now Button 15

16 Live Demo NetSuite in Action NetSuite Shows Everything You Need to Optimize Paid Search Marketing Measure the effectiveness of all your paid search campaigns in real time even at the keyword level True closed loop tracking from click to conversion Identify both successful and problematic keywords and search engines Reallocate the budget accordingly Analyze leads, conversion rates, conversion costs, customers, revenue, and ROI by keyword & search engine Can track results from leads even if purchase is months later or occurs offline Can make your keyword marketing much more profitable 16

17 The Closed Loop Keyword Marketing Campaign Process 1 Choose Keywords 2 e.g. Computers Laptop Printer Hard Drive Keyboard Mouse... Create Marketing Campaigns with Tracking Tags and Campaign IDs in NetSuite 3 Enter Keywords and Tracking Tags into the Search Engine 4 Website User searching for a specific product or service Printer 5 Search Engine Advertisement is displayed and Website User clicks on the Advertisement Lead-to-Prospect Prospect-to-Customer Reports 6 Specific Page is displayed Example: Lead Form Page Lead Generated 7 Sales Representative Contacts the Lead to work the Lead-to- Prospect and Prospectto-Customer processes Track the Users actions back to the specific Search Engine and Keywords Revenue by Keyword Leads by Search Engine Leads by Keyword Customers by Search Engine Others 8 Prioritize Keyword Success and Re-invest with Knowledge NetSuite Closed Loop Marketing Marketing Campaign Development Audience Identification Campaign Creation Campaign Execution Measure Performance Research + + Plan Lead & Territory Management Lead capture Multi-channel lead source tracking Territory and distribution management Results Analysis Standard reports Best Practice Reports Marketing ROI Dashboards + Fulfill Offers + Capture, Distribute Leads + + Design Campaign + Execute Campaign 17

18 Summary Paid search is a must try form of marketing The keys to success: Iterative testing Good landing pages and website Ability to measure everything that s important, including revenue, profit, ROI Get someone to run your paid search efforts who is an expert Make sure you have the right systems in place Discussion and Q & A 18

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