Hunt 212 Nyc
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Transcript of Hunt 212 Nyc
"Planning, Budgeting and Keeping Exploration Alive"
212 New York 2009
Presented by:Bill Hunt
May 13, 2009
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Agenda
•Making the Case for Funding
• Creative Budget Options
•Integration into Master budget
•Group Discussion
Search in the Marketing Mix• Search is a critical marketing element both from a research perspective as well as a marketing tactic.
• The better we can integrate into the marketing mix the wider the adoption into the marketing organization we will have.
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AffordableSetting the Budget at the Level
the Company Thinks They Can Afford.
AffordableSetting the Budget at the Level
the Company Thinks They Can Afford.
Traditional Budget Setting Methods
Percent of SalesSetting Promotion Budget
at a Certain % of Current or Forecasted Sales
Percent of SalesSetting Promotion Budget
at a Certain % of Current or Forecasted Sales
Competitive ParitySetting the Budget to
Match Competitors’ Outlay
Competitive ParitySetting the Budget to
Match Competitors’ Outlay
Objective or Task Setting Promotion
Budget by Defining Objectives, Tasks & Costs.
Objective or Task Setting Promotion
Budget by Defining Objectives, Tasks & Costs.
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SWAG“Scientific Wild Ass Guess”
SWAG“Scientific Wild Ass Guess”
Search Budget Setting Methods
Cost Per ActionMathematically derived budget
based on allowable
Cost Per ActionMathematically derived budget
based on allowable
Keyword DominanceA budget based around ownership of specific
keywords & share of voice
Keyword DominanceA budget based around ownership of specific
keywords & share of voice
Objective or Task Setting Promotion
Budget by Defining Objectives, Tasks & Costs.
Objective or Task Setting Promotion
Budget by Defining Objectives, Tasks & Costs.
Successful Recession Budgeting
Increased Budget
Closes a Gap
Compliments Current Activities
Demonstrated Conversions
Motivating management
to want to spend on
search
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Selling your budget to Management We will spend wisely & effectively
How it will close a Gap or Missed Opportunity
How it will compliment Campaign Goals & exceed Objectives
How you can show desired actions
Do activities in advance with little to no expense to demo the concept
Don’t Compare to other marketing tactics lesser performance
Don’t box in or embarrass the CMO
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“We’ll spend the money well” We will experiment with small amounts of money
We can buy buy-cycle keyword phrases at lower Cost Per Click
Paid & Organic Synergies
We will measure constantly We will drop poor performing
keywords
We will increase spend on what is working
Monitor Collaboration with other tactics
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Competitive Forces
Show competitor’s ads Most execs rise to the challenge of
being beaten by competition
Show examples of successful affiliates Are your affiliates beating you on your
own products?
Develop missed opportunity matrix How many searches for each term?
What is the expected revenue that your competition now gets?
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Objective: Spend the most money where you can get the highest return
Conversion Rate Estimations
1% 3-5%+ 2-5%
# of terms Up to 50 terms 5,000 – 50,000 terms100 – 500 terms
CPC Expensive Moderate to Expensive Inexpensive
Budget Allocation By Segment
Learn BuyShop
Search Volume High LowMedium
•Customer Relationship Management (CRM)
•Notebook Computers
•CRM White Papers
•P4 Notebook Computer
•CRM Vendors or Canon 50D
•ThinkPad T30Keywords
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Missed Opportunity MatrixCurrent Missed Current
Keyword Monthly Annual Visits Visits 10% 25% Google RankKeyword 1 59,130 709,560 591 58,539 5,913 14,783 25Keyword 2 41,580 498,960 416 41,164 4,158 10,395 45Keyword 3 40,050 480,600 401 39,650 4,005 10,013 22Keyword 4 31,560 378,720 316 31,244 3,156 7,890 88Keyword 5 23,700 284,400 237 23,463 2,370 5,925 120Keyword 6 19,860 238,320 199 19,661 1,986 4,965 75Keyword 7 12,660 151,920 127 12,533 1,266 3,165 46Keyword 8 7,740 92,880 77 7,663 774 1,935 82Keyword 9 6,210 74,520 62 6,148 621 1,553 38Keyword 10 1,230 14,760 12 1,218 123 308 98
Total Searches/Visitors 243,720 2,924,640 2,437 241,283 24,372 60,930
Results Current 10% 25%
Visitors 2,437 24,372 60,930
# Leads @ 10% Conversion 244 2,437 6,093
Increased Traffic Potential
Estimated Searches Potential
Show the Gap
300k searches
$1.125M Sales
(3% conversion rate)
(5% click through)
($2.5K average trans.)
Total Budget - $50,000
150 critical “Buy Phase” Keyword phrases – Zero Exposure
Show the Gap
Show “Easy Fix” Issues that will have immediate impact
Search Phrase: Ford SUV
Search Phrase: Ford truck fuel efficiency
Help Marketers Understand the Impact
Search Engines
Awareness Generation
Mass Media/Adverts
Press/PR
Events/Promotions
Word of Mouth
Create initial awareness of product/service
Engagement, Lead Capture, Commerce
Engagement
Topical Sites Blogs & News Sites
Search placements are key to direct those who don’t know where to go after initial awareness
Social Media
Competition
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Makes Display More Effective• Better brand awareness
• Visitors have 60% greater recall of sites found in search vs. 20% for banner ads and tiles (2008 IAB)
• Extend the reach of Display Ads
• “27% of internet users search as their “initial” response to an online display ad”
• Better Return on Investment with collaboration• 49% of Internet users who respond to online display ads
eventually perform a search related to the ad
• 14% performed the search and purchased the productSource: iProspect & Forrester Search & Display Report 2009
0%
50%
100%
150%
200%
250%
300%
350%
12/12/2005 12/19/2005 12/26/2005 1/2/2006 1/9/2006 1/16/2006 1/23/2006 1/30/2006
Demonstrate Search Demand from TV Adverts
Chart: Daily volume of Google.com searches on “rarget keywords)” originating from the US
Event 1Demand up 78%
Event 2Demand up 134%
Event 3Demand Up 134%
Event 4Demand up 217%
Baseline:Dec. 12 – 18
What happened when?
• 16/20 highest CPC terms had Top 4 ranking• 8/20 highest CPC terms converted 2x via organic
more than PPC (12 of 20 PPC converted better)• 2 of highest CPC terms had no Google rankings
$1.3 million increase in clicks
Combined PPC & Organic Data
What happened when?
• Tested subject lines with PPC• 220% increased open rate
• Paid Search keyword/offer with email retargeting• 45% increase in leads going to next step of conversion
$700k in new revenue
Combined PPC & eMail Marketing
What happened when?
• Click rate on PPC/Organic results increased 85%
• Bounce rate decreased from 65% to 20%• Depth of Engagement increased 145%
78% increase in conversion
Intent Modeling & Landing Pages
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Tips for getting your SEM Budget
• There is rarely any “NEW MONEY” so give sold justification of what should be cut and the business case for change.
• Understand the goals of the current budget allocations and show how search can compliment or increase results over current spend
• Explain the situation with general and specific market data
• Explain competitive pressures & missed opportunities• Prepare for turf warfare and budget battles• Your traditional or interactive agency may be your
biggest barrier
Group Discussion
ContactNow to May 29th Bill Hunt CEO, Global Strategies [email protected] Twitter: billhunt
After May 29th [email protected] Twitter: billhunt