Search Marketing: Organic and Pay-per-click 19 Online Experts at Your Service
Led by Partner and President Robert “Mac” McCracken Google AdWords Certification
Madden Media is a Google AdWords Certified Partner based on:
• Employment of Google AdWords Qualified Individuals who passed challenging exams demonstrating account management expertise • Total spend managed Meet Our Google AdWords Qualified Individuals
Addy Coleman Chris Callahan Paul McLeod Samantha Copley
Madden Media has sent more than 3.6 million clicks to our SEM clients’ sites and saved them a total of $1,242,885 5 Improve Your Rankings with SEM
• Paid search results also known as – Pay-per-click – Sponsored links The Importance of Search
• Drives 45%-65% of traffic to travel websites • Marketers rate SEM as the #1 most effective new media platform • Creates significant lift for offline sales • Measureable ROI • Improves brand recall and purchase intent • Yields immediate results • Why it should matter to you – Your website is your biggest ongoing investment – You lose market share to competing destinations who appear ahead of you in search results
Sources: Hitwise, Research Online Buy Offline Study (comScore), Search Marketing Benchmark Guide (Marketing Sherpa), The Brand Lift of Search (Google/Enquiro) SEM is a Unique Opportunity
• Sell your destination at the moment of decision • Pay only for direct responses from prospects who have qualified themselves • Control how your ad appears in search results • Measureable ROI SEM Challenges
• SEM techniques commonly sacrifice quality for quantity, wasting your marketing dollars – You need strategies to increase quality scores for top priority words – This saves you thousands, creating more outreach with less money • Most SEM vendors understand website development, not destination marketing – DMOs often feel their SEM budget just disappears – This disconnection prohibits SEM integration with overall marketing strategy The Platforms
10 The Platforms
• Google is a verb • 70% market share
11 The Platforms
• Google is a verb • 70% market share
• Yahoo! and Bing • 25% market share
12 Account Structure Account Structure GoogleChart Account Title
Category 4
Category 3 Series 3 Series 2 Category 2 Series 1
Category 1
0 2 4 6
14 Account Structure GoogleChart Account Title Campaign Campaign Campaign Campaign Category 4
Category 3 Series 3 Series 2 Category 2 Series 1
Category 1
0 2 4 6
15 Account Structure GoogleChart Account Title Campaign Campaign Campaign Campaign Category 4 Ad Word Ad Word Ad Word Ad Word Group Group Group Group Category 3 Series 3 Series 2 AdCategory Word 2 Ad Word Ad Word Ad Word Group Group Group GroupSeries 1
Category 1 Ad Word Ad Word Ad Word Ad Word Group Group Group Group 0 2 4 6
16 Account Structure ChartFort Worth Title Shopping Category 4 Malls Category 3 Malls In Fort Worth Fort Worth Malls Series 3 Series 2 Category 2 Shopping Centers in Fort Worth Series 1
Category 1
0 2 4 6
17 Account Structure
18 Account Structure
Ft. Worth Shopping Malls Enjoy Shopping in Ft. Worth, Texas. Discover Our Wide Variety of Malls! www.FortWorth.com/Shopping
19 Metrics For Success
20 Metrics For Success
1. Page Bounce Rates
2. Click-Thru Rates
3. Ad Quality Scores
4. Price Per Click
21 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate
Click-thru Rate
Keyword Quality Score
Average Cost Per Click
Source: Madden Media, Proprietary Insights
22 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate 40+ % 30 % 20 %
Click-thru Rate
Keyword Quality Score
Average Cost Per Click
Source: Madden Media, Proprietary Insights
23 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate 40+ % 30 % 20 %
Click-thru Rate Less than 2% 2% - 4% 5%+
Keyword Quality Score
Average Cost Per Click
Source: Madden Media, Proprietary Insights
24 “Quality Score” Drives PPC
Google uses “Quality Score” to determine:
1. Cost you pay for each click;
2. Ad position of your copy; and
3. Eligibility for ad copy to show.
Source: adwords.google.com/support
25 Improvements in “Quality Score”
“The higher your Quality Score,
the better your ad position and
the lower your minimum bids.”
Source: adwords.google.com/support
26 Example “SarasotaFL.org”
27 Elements of “Quality Score”
Your “Quality Score” includes:
1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors.
Source: adwords.google.com/support
28 Example “SarasotaFL.org” Keyword
29 Example “SarasotaFL.org” Keyword AD Copy
30 Example “SarasotaFL.org” Keyword Relevance AD Copy
31 Elements of “Quality Score”
Your “Quality Score” includes:
1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors.
Source: adwords.google.com/support
32 Example “SarasotaFL.org”
Landing Page
33 Example “SarasotaFL.org”
Landing Page
34 Example “SarasotaFL.org”
Landing Page
35 Example “SarasotaFL.org”
Landing Page
36 Keyword Quality: “Siesta Key”
1. Keyword quality score;
2. Landing page indicator of quality; and
3. Cost Per Click
37 Keyword Quality Score: Ranges
“Poor” “OK” “Great”
Minimum Bid: Minimum Bid: Minimum Bid: $0.31+ $0.06 – 0.30 $0.01 – 0.05
Source: adwords.google.com/support
38 Keyword Quality Score: Ranges
“Poor” “OK” “Great”
Minimum Bid: Minimum Bid: Minimum Bid: $0.31+ $0.06 – 0.30 $0.01 – 0.05
$5.00+
Source: adwords.google.com/support
39 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate 40+ % 30 % 20 %
Click-thru Rate Less than 2% 2% - 4% 5%+
Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10
Average Cost Per Click
Source: Madden Media, Proprietary Insights
40 Budget – Average CPC Cost
41 Budget – Range Tourism CPC Cost
$ 0.50 $ 0.65+ $ 1.00+
Source: Madden Media, Proprietary Insights
42 Budget – Range Tourism CPC Cost
$ 0.50 $ 0.65+ $ 1.00+
Lodging Mixed
Source: Madden Media, Proprietary Insights
43 Budget – Range Tourism CPC Cost
$ 0.50 $ 0.65+ $ 1.00+
Typical Lodging Destination Mixed
Source: Madden Media, Proprietary Insights
44 Budget – Range Tourism CPC Cost
$ 0.50 $ 0.65+ $ 1.00+
Fully Typical Lodging Managed Destination Mixed
Source: Madden Media, Proprietary Insights
45 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate 40+ % 30 % 20 %
Click-thru Rate Less than 2% 2% - 4% 5%+
Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10
Average Cost Per Click $1.00+ $0.65 $0.50
Source: Madden Media, Proprietary Insights
46 So, what if it is not working?
47 So, what if it is not working?
• Bounce Rates are too high
48 So, what if it is not working?
• Bounce Rates are too high – Connect your AdWords account to Google Analytics – Is it just a one-click page? – Is there relevance between the Ad copy and the page copy? – Try ad variations
49 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low
50 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low – Search volume – Ad position – Ad copy relevance – Try ad variations
51 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low • Poor quality scores
52 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low • Poor quality scores – Pause anything with a “poor” quality score – Are your keywords too broad? – Optimize content
53 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low • Poor quality scores • CPC is too high
54 So, what if it is not working?
• Bounce Rates are too high • Click-thru rates are too low • Poor quality scores • CPC is too high – You don’t need to bid on everything – quality over quantity – Relevance, relevance, relevance – optimization! – Competition – don’t try to siphon your competitors traffic – Multiple campaigns & bid management
55 Metrics For Success
Metric Improvement Typical Range Target Range Range
Landing Page Bounce Rate 40+ % 30 % 20 %
Click-thru Rate Less than 2% 2% - 4% 5%+
Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10
Average Cost Per Click $1.00+ $0.65 $0.50
Source: Madden Media, Proprietary Insights
56
Why You Need Search Engine Optimization
• 40% of SEO campaigns aware of their ROI achieve returns in excess of 500% • 76% of users choose organic listings when searching • 63% of users click on one of the first two liks • 80% of unsuccessful searches are followed with keyword refinement • More than half of online merchants say a quarter of their web traffic comes from organic search
Sources: comScore/Pew Internet, Nielsen, Webxico, iProspect, EOResearcher, Center for Media Research SEM and SEO: Working Hand in Hand
Question: “Why not just focus on one or the other?” Answer: Both SEM and SEO are important and should work together
SEM SEO • Popular terms may not be securable • Improves your order in organic through SEO because of competition search listings with big name sites • You only pay for direct responses Even the best-known attractions and destinations rely on SEM and SEO SEO and Its Elements SEO and Its Elements
On-page Factors: 25%
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.” – Google Link-related Factors: 75% Benefits of Ranking Improvement
• Off first page: 0.1% clickthrough rate • Spots 6 – 10: 3% • Spot 3: 10% • Spot 2: 13% • Spot 1: 50%
CTR by SERP Position 60% 50% 40% 30% 20% 10% 0% 10 9 8 7 6 5 4 3 2 1 Content Optimization: Keyword Selection
Keywords with KeywordsAll KeywordsPotential with for Relevant Valuable Rankings to Traffic Site Improvement Where the Keywords Go
• Body text • Page title • Internal links • Headings • Address • Metas
Don’t Overdo It! Link Building: The Value of Links
“When you think about link building, it is without a doubt, the most challenging part of the SEO process. When you do your first parts of the SEO process -- site analysis and keyword research -- they are processes where you just need to know what to do and execute on them while using your time well. Link building is about creativity, tough effort of researching competitors’ links, their most important links and researching the potential links on the web.” – Rand Fishkin, SEOmoz.org
• Linking site • Link text Good Links Help, • Link position • Link age Bad Links Hurt Linkbuilding Tactics
• Directory Submission – Topically relevant – Edited for quality – Good for: o New sites o Sites w/ few links • Link Requests – Custom-written – Relevant content – High authority • Linkbait – Viral content – Badges for partners – Promote via social media, press releases Search Marketing Questions
Visit MaddenMedia.com/online for more info Table of Contents
• Mobile • Facebook Fan Generation • CEO Rich Media Display Ads • Search Marketing • VacationFun Lead Generator • Red Carpet Niche Microsites