goal - Search Engine Strategies: Road Map Why SEM? How...

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Unformatted text preview: Search Engine Strategies: Road Map Why SEM? How Search Engine Works How SEM Works How Searchers work INTRO: What is SEM PLANNING: Things to Know BEFORE You Start... EXECUTION: How to Make SEM Work Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-1 Module II Overview Why SEM? Goal Analysis How good is my site? Site Analysis PLANNING: Things to Know BEFORE You Start... How good is my search? Measure SEM performance How to do it? Strategic Planning How to sell it? SEM Proposal Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-2 Before We Start: Marketing Basics g in t ke sis ar ly M na a g in t ke ing ar nn M la p Product Place Target Customers Price Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-3 M im ark pl eti e m ng e nt a tio Promotion n g in t ke ol ar tr M n co Before We Start: Marketing Basics Marketing Analysis - Finding opportunities, understanding strengths - Avoiding threats, analyzing weaknesses - In SEM context: Define Goals Marketing Planning - Executive summary - Analysis of current situation - Targets and positioning, Marketing mix - Budget &Controls - In SEM context: Form Strategy CSE 197/BIS 197: Search Engine Strategies 5-4 Fall 2006 Davison/Lin Before We Start: Marketing Basics Marketing Implementation - Plans are turned into action with day-to-day activities - Good implementation is a challenge - In SEM Context: Module III Marketing Control - Evaluation of the results of marketing strategies - Checks for differences between goals and performance - In SEM Context: Measurement Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-5 Identify Your Web Site's Goals Your Goal Determines: - - Whether to focus on paid or organic search Your SEM strategy - How to measure your success: not all clicks are created equal Most Internal Time on SEM is Spent on Strategy and Analytics [SEMPO] - Paid Placement: 82 hours a month - Organic SEO: 59 hours - Paid Inclusion: 17 hours Boris: "One dollar per click may not seem like a lot, but it is important that a click is not a purchase" CSE 197/BIS 197: Search Engine Strategies 5-6 Fall 2006 Davison/Lin What are the Goals of These Web Sites? AMAZON DELL New York Times WalMart http://bookreporter.com/ McDonald The Army CSE 197/BIS 197: Search Engine Strategies 5-7 Fall 2006 Davison/Lin Web Site Goals Generate (direct) Revenue - - Difference in timing of purchase Difference in supply chain role - Difference between product & service Generate Leads - - Online offline: channel integration Affiliated marketing Build Brand Image CSE 197/BIS 197: Search Engine Strategies 5-8 Fall 2006 Davison/Lin Revenue Generation: Physical Products vs. Digital Products The book calls them "online commerce" vs. "pure online" - Example: amazon.com vs. iTunes store - Example: Buying a cell phone vs. downloading ring tones Difference in business models: - Shipping and handling - Post-sales support The Importance of Being Compulsive - Impulse purchase: from 25% to 40% (2000 2003) - Impulse purchase: Justifies SEM - Where did all the visitors go? --- 70% shopping cart abandonment [Gold 2005] CSE 197/BIS 197: Search Engine Strategies 5-9 Fall 2006 Davison/Lin Revenue Generation: Physical Products vs. Digital Products Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-10 Revenue Generation: Physical Products vs. Digital Products Factors contributing to impulse purchase - The faster, the better - Easier to surf, easier to buy SEM Implication - If you offer digital (or real time) products/ service, target: Transactional? Informational? Navigational? CSE 197/BIS 197: Search Engine Strategies 5-11 Fall 2006 Davison/Lin Revenue Generation: Manufacturer vs. Retailer Internet brings changes to traditional business model - The myth of disintermediation - To skip or not to skip? Manufacturer vs. Retailer: a web perspective - Both depend on revenue generated through transactions - WHAT to focus? Product-oriented vs. customer-oriented - WHO to serve? Frequency of return visits - WHAT KEYWORD? Specific vs. general Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-12 Revenue Generation: Manufacturer vs. Retailer Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-13 Revenue Generation: Manufacturer vs. Retailer SEM Implication - - Transactional? Informational? - Navigational? Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-14 Revenue Generation: Information / entertainment provider A special(?) revenue model - Ad revenue - Premium subscription SEM Implications: - Navigational? - Informational? - Transactional? - Organic or paid? Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-15 Source: Search Engine Marketing Professional Organization CSE 197/BIS 197: Search Engine Strategies 5-16 Fall 2006 Davison/Lin Lead Generation Lead: new customers - Lead generation: finding new customers that may purchase eventually This category covers both "lead" and "offline purchase" in the textbook - - Affiliated marketing vs. offline purchase The difference is the timing: a vague concept Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-17 Lead Generation lead offline purchase Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-18 Lead Generation: Affiliated Marketing Affiliated marketer: company that exists solely to create leads for other businesses - Usually paid based on sales - Goal: to get a customer interested in a product and close the sale elsewhere - Often acquires customers during early stages of decision making An affiliate program is created by the affiliate program sponsor - Provide the affiliated marketers with links to place on their sites - Pay by cost-per-action or cost-per-lead Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-19 Lead Generation: Affiliated Marketing 53% of affiliate marketing programs expect to spend more in 2005 on such programs than they did in 2004 The average amount by which merchant expected to increase their 2005 spending on affiliate programs was 19% Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-20 Lead Generation: Affiliated Marketing SEM for affiliated marketer: - Choose your area wisely - Research affiliate merchants (discussion) - - Build a strong information web site Focus on ? Searchers - Avoid competing with the sponsor Contextual Ads: - scans the text of a Web site for keywords and returns ads to the Web page based on what the user is viewing, either through ads placed on the page or pop-up ads CSE 197/BIS 197: Search Engine Strategies 5-21 Fall 2006 Davison/Lin Lead Generation: Affiliated Marketing Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-22 Lead Generation: Offline Sales Focus: re-direct traffic to offline sites - - - Often targets customers during the later stages of their decision process Not significantly different from revenue-generating models in SEM strategy However, measurement is drastically different Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-23 Lead Generation: Offline Sales From online to offline: Why? - Loyalty does migrate across channels: for every dollar spent online, six will be spent offline [Jupiter Research , 2004] - 43% of Internet users bought products from a retailer's offline store after viewing them on the seller's Website From online to offline: How? - call to action: things you get someone to do - Shift people offline :promotion - Shift people offline: personalization Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-24 Brand Image Brand image: - the perception of a brand in the minds of persons Building brand image: - - Emphasize on your awareness needs first Use trendy designs could help - Focus on paid placement for fast results Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-25 Brand Image How could SEM hurt brand image? - - Misuse of contextual ads Failure to show up under major key words Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-26 Source: Search Engine Marketing Professional Organization CSE 197/BIS 197: Search Engine Strategies 5-27 Fall 2006 Davison/Lin Summary Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-28 ...
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