Search Engine Marketing Speakers:
Jon Kelly, President, SureHits
Eduardo Llach, Founder & COO, SearchRev
Matt Van Wagner, President, Find Me Faster
Michael Sack, Director, SEM Technology & Development, Idearc Media Corp.
Eduardo Llach – Search Rev
Creative and Landing Page
Geo/Metro targeting
– Accuracy – country 100%, state 50% , city 30%
– Nationwide versus top 10 metro areas testing
Syndication – conversion rates vary among sites
Day parting – Focus on the conversation and the CPO, bid that way too
Early terms: Brand / Late terms
Jon Kerry: Sure Hits
Long tail keywords
Why should you care?
– Small Volume Adds Up
– Clear Intention >> Better Conversion
– Less Competition >> Lower Bids
What is the probability and value of these low volume clicks?
Calculate Click Value
Geography, Product and Request are the drivers
Tag Your keywords
City – poor conversation
State – high conversion
Conversion x Value = Click Value
Avoid fake tail phrases
Homonyms
Mobile, Alabama brought mobile Mobile Home Loans
Florida 24% higher than Texas. 74% more clicks, population
Houston Google flaw? Example
Matt Van Wagner, Find Me Faster
DKI mythology
“Used fish” example from Yahoo!
“Used cigars” from Microsoft
“Paid search advertisements”
Dynamic Text Insertion
How DKI works on Google…
Case sensitive
Proper state abbreviations
Do not display in your URL…
Expanded Broad Matching
“used underwear” search
Bad broad match term
Panama – alternate text
Keyword, alternate text and default text
Dynamic – Text insertion is well regarded
DKI works best when they are tightly organized around sneakers
Michael Sack, Ideaarc
Day Parting – When to use
Competitive market conditions
Limited sales windows
Demographics
Pre-requisites
– Need to be doing on an hourly basis
– Plot performance against time
Hi-lo Optimization
Keywords are like an investment
Bidding is like Blackjack
Uneducated players change the table
– They can cost you money
– They ruin the landscape
– Same thing happens with PPC
What to do?
– Portfolios
– Set rules and Objectives
– Measure performance
Diversify
– More keywords (covered)
– Leverage the “Tail”
Bid more effectively