2. Panelist Introductions• Andy King, founder, Website Optimization& author “Speed Up Your Site”• Daniel O'Neil, Alchemist & Lead Analyst,Pure Visibility• Abbey Beardslee, Sale Planner,MySpace.com/FOX Interactive
3. Search Engine Marketing
Trends - The Shift to SEOAndy Kingwebsiteoptimization.com
4. SEM to nearly double by 2011
5. •••••Why more SEM?Advertising budgets shifting to Net
PPC prices rising (Google auto-pilot)
More measurable metricsTV, radio, newspapers, yellow pages down
More companies entering the market
6. Shift from offline to online marketing
7. Shift from Traditional to New Media
8. Shift from PPC to SEO• PPC/SEO from 2.4 to 1.1 from 2007 to 2012
• PPC costs rising– ~6 times $1+ keywords in Jan. 2007 vs. Jan.2006– Ave CPK rose 33% each month in Q1 2006– Ave CPC rose 55%/month Jan. 2006 to Jan. 2007DoubleClick, “DoubleClick Performics 50 – Search Trend Report Q1 2007,”(New York: DoubleClick Inc., June 2007), 1, http://www.doubleclick.com/insight/research
(Nov. 17, 2007).
10. •••••How to boost ROI?Make ad spend more efficient
Optimize PPC campaignsLong term SEO equal to PPC (trend)
Optimize everything with web metrics
Optimize conversion rates– Web site optimizer (Google)
– A/B/C split testing
– Test, try, and retest
11. Search ROI vs. Other Tactics
12. Measuring Metrics• 43% of marketers don’t/can’t accurately
measure ROI from SEO (Jupitermedia, 2007)• Only 6-15% of companies are fullyintegrated (eMarketer, 2007)• Basic metrics most used (traffic,impressions)
13. Web Metrics Integration
14. ••••••Measuring SEM FirmsAmount of Web Traffic (58%)
Total sales (50%)ROI from search marketing (49%)
Search engine ranking (48%)
Number of clicks (43%)Return on advertising spend (42%)Jupiter Research SEM Executive Survey, 2/07
15. Measuring Meta Tag Usage
16. Meta tag trends• Keywords (34.2%) description (31.8%)used most• Title, metadata Title, Subject, and Descriptionfields most important for SEO rankings• 7.4% use Dublin core, less effective for SEO
• Only 1.7% use metadata Title, yet impacts SEOZhang, J., and I. Jastram, “A study of the metadata creation behavior of different user groups on the Internet,” InformationProcessing and Management 42 (2006): 1099–1122.Zhang, J., and A. Dimitroff, “The impact of webpage content characteristics on the webpage visibility in search engine results(Part I),” Information Processing & Management 41 (2005): 665–690.Zhang, J., and A. Dimitroff, “The impact of metadata implementation on the webpage visibility in search engine results(Part II),” Information Processing & Management 41 (2005): 691–715.
17. Search Query TrendsBogatin, D., “Yahoo: ‘Searches more sophisticated and specific,’” (San Francisco: CNET Networks, Inc., May 18, 2006).
http://blogs.zdnet.com/micro-markets/index.php?p=27 (July 17, 2007).Pasca, M., “Organizing and Searching the World Wide Web of Facts - Step Two: Harnessing the Wisdom of the Crowds,” WWW 2007,
(Banff, Alberta, Canada, May 8–12, 2007): 101-110. Google statistics.Oneupweb, “How Keyword Length Affects Conversion Rates,” (Oneupweb, 2005). (accessed June 15, 2007).
18. •••••••How to boost SEO rankings?Fully optimize Title tags (up to 3 keywords)
Build backlinks babyBuild PageRank (see #2)
Use Web 2.0/Social MediaFresh keyword-optimized content
Stay out of Google “sandbox”Longer to reach top rankings 6 -> 12 months
19. Spread of news in Blogistan• Takes about 1 week for the average
story to peak in links in the “blogistan”
• Staged release may be more effective
• Blogs and RSS feeds are powerful forbacklinks• Press releases guarantee linksCohen, E., and B. Krishnamurthy, “A short walk in the
Blogistan,” Computer Networks 50 (2006): 615–630.
20. •••••••SEM ResourcesMarketingSherpa.com - research firm
SEMPO.org - SEM industry professionals
eMetrics.org - marketing conferencesFutureNowInc.com -conversion rate optimization
SEOMoz.org - ranking factors survey
SearchEngineLand.com - Danny Sullivan
WebsiteOptimization.com/presentations
21. Metrics for the Masses -How improved metrics will redefinewhat we sell and how we sell it!Daniel O’NeilPure Visibility Inc.
22. Metrics and Marketing havebeen uneasy bedfellows“I know half of my advertising is wasted; I just
don’t know which half.”-- John Wannamaker, ca 1910“The time has come when advertising in somehands has reached the status of science.”-- Claude Hopkins, 192385 years later...
23. •••Market Measurement has grownexplosively thanks to Google AnalyticsA free tool that allows detailed traffic profiles
at a level of quality second only to high-cost
products like Omniture’s SiteCatalyst or
WebTrendsBusiness-oriented data, not geek-oriented data
Can be used to to make non-intrusive inquiries
into your clients and visitors’ needs.
24. •––––• The short-term trend: analytics
will be as common as Outlook
Terms that are becoming more and more common:–ROI Cost per Lead
Cost per Conversion
Sales Funnel considerations
“Stickiness”
Web marketers that don’t promise metrics -- and
the ability to explain metrics -- will not do as well
as those who do.
25. 0-1The long-term trend: Analytics will be used
to create sustained, detailed user profiles
CompanyProduct Line
Business Model
Knowledge of Customer
Preference
Degree of Customer
Feedback
Number of Customer
actions captured
Length of Transactional
historyBooks, some Media
(Deep)
Brick and Mortar
Commodity Purchase
Low
Low
Very LowDVD Media, some Movie
Downloads (Deep)
Online Subscription
Service
High
High
High
ongoing, changes daily
and weeklyConsumer Goods
(Broad, Deep)
Online Commodity
Purchase
High
Medium
Medium - High
per login/purchase or
browse
26. How will the business model change?• Increasingly commodities become monetized through
services. The Amazon and Netflix web properties are services
that contribute to the sale of commodities.- Amazon’s customer retention in 2002 was 60%;in 2004 it was 78%.• Increase in measurable “Micropurchase” business models– Subscriptions and Serials– Tracked sampling offerings and price-reduced to get data
– Attribute bundling (enrich what a product is by addingreviews, friend recommendation, etc.)
27. ••• These ideas are not new, but
they have been slow to grow.Netflix’ model has been mature since about 2003;
Amazon’s model continues to evolve, but reached
Netflix’ standard around 2005-2006. Then they
surpassed it!Traditional merchandising companies have been slow
to catch up because in order to make it work, ameasurable, superior SERVICE has to be the core goal
of any website.It doesn’t have to be “High Tech”, but the vision has
to be clearly defined and supported by the
organization-The Ann Arbor District Library gets it, but Target doesn’t!
28. Resources and linkshttp://www.purevisibility.comhttp://recsys.acm.org/program.htmlhttp://analytics.google.comhttp://www.aadl.orgCompeting on Analytics: The New Science of Winning.Davenport, Thomas H.; Harris, Jeanne G.
29. Branding and Positioning –
Be Something No One Else IsAbbey Beardslee, Sale Planner,
MySpace.com/FOX Interactive
30. What Is MySpace?OUR CORE VALUE
PROPOSITION:MySpace is the most
effective platform toreach the youth market,
offering unparalleled
reach and composition
among trend-setting
young adults.
31. How We’ve Grown…In just 3 years, MySpace has
achieved portal-sized reach…– 71 MILLION MONTHLY USERS¹We’ve become the premier
destination for young adults…– 26 MILLION 18-34 YEAR OLDSWe’ve developed the highest
composition of 18-34 year olds
of all broad reach sites…– 37% COMPOSITIONWe provide both scale and coverage
of the trend-setting young adult
audienceSource: ¹comScore Media Metrix, June 2007, US
32. MySpace is Home for Social Networking Users
SOCIAL NETWORKING STARTS HERE…
• 68.4 million monthly users
• 82% of members are 18+
• 38% reach of the US online population
• 45.2 billion page views per month
• 14.2 billion total minutes per month
• Average of 207.3 minutes per user per month
• 58% of Social Networking market share
• 24.8 average visits per visitor
• 43% reach against all adults 18-34
• 37% reach against HH Income 75k+
* Duplication between Social Networking sites not shown
Source: comScore Media Metrix, US data – August 200762% of the Facebook
audience visits MySpace68,392,000 60% of the YouTube
audience visits MySpace
58% of the LinkedIn
audience visits MySpace
33. The Most Efficient Way To
Reach 18-34 Year Olds Online
REACH, COMPOSITION AND CONSUMPTION AMONG 18-34 YEAR OLDS
REACH
Unique Visitors (000)HIGH-REACH, LOW COMPHIGH-REACH, HIGH COMPSize of bubble
indicates page
views (MM)LOW REACH, LOW COMPLOW REACH, HIGH COMPCOMPOSITION
Percent....
34. PeopleImpactedPer$100,000Spent0 The Momentum Effect In Action:
Smart Media + Brand Community = Momentum
MYSPACE MEDIA AND MOMENTUM DRIVES
6-15X THE IMPACT OF OTHER ONLINE MEDIAMySpace Campaign: EA Burnout Band Slam 2350,000
300,000
250,000
200,000
150,000
100,000
50,000http://www.purevisibility.com/ Momentum-Driven ROI*
"Definitely Will Purchase"
ROI:
Extraordinary
15X
6X• EA launched an international band competition to
promote a video game releaseOnline Advertising MySpace Advertising
plus Momentum Effect • Winning band’s music is featured in Burn Out Game
plus a Virgin Record Label
• The brand community encouraged viral pass-along
by allowing users to forward content to friends
• Standard media was also utilized to drive contest
awareness and traffic to community
Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat Momentum Effect
Advertising Effect
*** Close to 7,000 contest submissions!!
35. MySpace Media Is Smart And EffectiveMYSPACE MEDIA BENEFITS:
• High-reach—The most efficient way
to reach 18-34 year olds online
• Highly effective—MySpace media
drives brand awareness
• High value—Cost-effective relative
to all broad-reach competitors
• Highly targeted—Segment users HIGHLY TARGETED
HYPER
TARGETING
ENTHUSIAST
TARGETING
PREMIUM CONTENTbased on freely expressed passions
USER HOMEPAGE
MYSPACE HOME PAGE
HIGH REACH
36. VIDEO - Competitive Landscape
Poised for explosive growth, MySpaceTV will be a market-leading video
destination.
This Chart compares “total unique video viewers”YouTubeMySpaceYahoo!AOLMSNTotal Unique Viewers (000)
Videos (000)
Videos per Viewer
Viewer Penetration
Share of Videos
Minutes per Viewer 62,206
1,715,068
27.6
47.2
20.5%
68.0 47,985
635,036
13.2
36.4
7.6%
17.3 35,024
386,724
11.0
26.6
4.6%
30.1 29,479
184,722
6.3
22.3
2.2%
15.4 24,394
171,155
7.0
18.5
2.0%
17.8
38. Next Month: 12.11.07Smart Spending - How to Measure the Return onYour Marketing InvestmentModerator: Debra Power, Power Marketing
Panelists:• Archie Sader, Integrated MarketingCommunications, EMU• Jon Boyd, The Home Buyer's Agent of AnnArbor• David Bloom, Optimization Group