A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

1. Search and Your
Marketing Mix

2. First Off... Who Am I?
 Co-author: The Art of SEO
 President: Stone Temple Consulting
25+ person SEO and PPC firm
 Trainer: Instant E-Training
 Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
 Twitter: @stonetemple
 Google Plus: +Eric Enge
@stonetemple / + Eric Enge

3. Part 1
Marketing Media
@stonetemple / + Eric Enge

4. Influence of Media on Decisions
Source: Fleishman-Hilliard
@stonetemple / + Eric Enge

5. Selected Data on Media Consumption
Source: Fleishman-
Hilliard
@stonetemple / + Eric Enge

6. TV / Print / Radio
 About branding
 Creates impressions
 Controlled Messaging
 Long established Cost / ROI Models
 Comfortable for traditional marketers
 Immediate action is not an option
@stonetemple / + Eric Enge

7. Example Display Ad
@stonetemple / + Eric Enge

8. Online Display Advertising
 About branding
 Creates impressions
 Controlled Messaging
 Emerging Cost / ROI Models
 Comfortable for traditional marketers
 Similar return model to TV/Print/Radio
 Immediate action is an option
 But, “Interruption Mode”
@stonetemple / + Eric Enge

9. Classic Marketing Rule of Thumb
7 impressions per sale
@stonetemple / + Eric Enge

10. And What About Search?
@stonetemple / + Eric Enge

11. Are You In Control of the Message?
@stonetemple / + Eric Enge

12. Do You Interrupt The User?
@stonetemple / + Eric Enge

13. No, The User Must Do 3 Things
11 1 2 3
1
@stonetemple / + Eric Enge

14. Search Step 1 – Go to a Search Engine
@stonetemple / + Eric Enge

15. Search Step 2 – Enter a Query
@stonetemple / + Eric Enge

16. Search Step 3 – Click on a Result
@stonetemple / + Eric Enge

17. Where is Search in the Conversion Funnel?
Marketing Campaigns
Awareness
Interest Search
Evaluation Involved
At Every
Commitment
Stage
Referral
Repeat
@stonetemple / + Eric Enge

18. Search Always Starts With a Need
• I need:
– Information
– A product
– A service
– To be entertained
@stonetemple / + Eric Enge

19. Push vs. Pull
MY BENEFITS!
MY NEED!
@stonetemple / + Eric Enge

20. Harvesting Demand
TV, Print, Radio Generic Demand
Diaper Create Crying baby
Dry baby Demand I need sleep
Traditional Harvest Internet
Outlets Demand
@stonetemple / + Eric Enge

21. Why Are Facebook Shares Down?
$38.00
$19.00
@stonetemple / + Eric Enge

22. Facebook Continued
 But Facebook offers all this amazing
targeting, right?
 Yes, but it is a display ad network
 It is interruption based advertising
@stonetemple / + Eric Enge

23. Ads on my Wall
@stonetemple / + Eric Enge

24. Part 2
SEO vs PPC
@stonetemple / + Eric Enge

25. Natural vs. Paid
Paid
Paid
Paid
Paid
Natural
Natural
25
@stonetemple / + Eric Enge

26. PPC and SEO are Synergistic
Source: Brad Geddes on Search Engine Land
@stonetemple / + Eric Enge

27. Observation
 73% of clicks went to SEO
 One high volume keyword was used
 Similar data obtained in other tests
@stonetemple / + Eric Enge

28. Paid Vs. Organic Click Volume
22%
PPC 2010 Data
PPC Share
78% Growing
Organic Over Time
@stonetemple / + Eric Enge

29. Paid vs. Organic Click Volume
All Relevant Keywords
Keywords you Keywords
75% rank for in You Bid on
Of clicks Organic Search 100%
Of clicks
25%
Of clicks
@stonetemple / + Eric Enge

30. Organic Ranking
Keyword Create Black Box
Research Pages Algo
Rank for
terms as
determined
by Algo
@stonetemple / + Eric Enge

31. Paid Ranking
Quality Score
Historical
CTR
Keyword AdWords +
Research Account Keyword &
Landing Page
Relevance
+ Rank for terms
Landing Page largely defined
Relevance by you
+
Other
Max Bid
@stonetemple / + Eric Enge

32. Part 3
Justifying SEO
@stonetemple / + Eric Enge

33. SEO Ranking Timeline
6
mos
Create a Black Box later
new page Algo
Maybe rank
For something
@stonetemple / + Eric Enge

34. • Classic SEO
Sales Pitch
@stonetemple / + Eric Enge

35. 1.I don’t know what
we are going to do
yet
@stonetemple / + Eric Enge

36. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
@stonetemple / + Eric Enge

37. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
3.I don’t know how
large the benefits
will be
@stonetemple / + Eric Enge

38. Sign here, $10,000 a
month!
@stonetemple / + Eric Enge

39. Google AdWords Keyword Tool
@stonetemple / + Eric Enge

40. Bing Webmaster Tools
Real Numbers
for searches
at Bing.com!
@stonetemple / + Eric Enge

41. Wordtracker
@stonetemple / + Eric Enge

42. Coming Up with a Total
@stonetemple / + Eric Enge

43. @stonetemple / + Eric Enge

44. Calculating
Search Potential
(Data from
Ahrefs.com)
@stonetemple / + Eric Enge

45. Do The Math!
@stonetemple / + Eric Enge

46. Alternate Method
@stonetemple / + Eric Enge

47. Not doing SEO? You’re Leaving
Money on the Table
• Calculate the missed opportunity cost of not
ranking well for products & services that you
offer?
# of people engine share expected click- average average
searching for your (Google = through rate conversion rate transaction
keywords x 70%) x x x amount
 E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/day
searchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189
47
@stonetemple / + Eric Enge

48. Show Competitors Winning
@stonetemple / + Eric Enge

49. Part 4
Justifying Paid Search
@stonetemple / + Eric Enge

50. Setup An Account Today and …
@stonetemple / + Eric Enge

51. Get Traffic Today
@stonetemple / + Eric Enge

52. Margin in Competitive DR Markets
Have to combat this with active optimization
Set it and forget it does not work
@stonetemple / + Eric Enge

53. @stonetemple / + Eric Enge

54. Calculating ROI
Expense Happens Today
Revenue May Happen Over Time
@stonetemple / + Eric Enge

55. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com