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- 1. Search Engine Marketing & Online MKTG 469 – Internet Marketing Angela Romero-Monsalve
- 2. Q1: Organic Search Analysis “Saving for Google Yahoo Bing College” # hits 15,900,000 results 202,000,000 results 195,000,000 results 1st Result Saving For College Saving For College Saving For College URL www.savingforcollege.com/ www.savingforcollege.com/ www.savingforcollege.com/ Trigger Phrase “Saving For College” “Saving For College” “Saving For College” Location Title Tittle Tittle 2nd Result College Savings Plan Fin Aid Fin Aid URL http://money.cnn.com/magazine http://www.finaid.org/savings/ http://www.finaid.org/savings s/moneymag/money101/lesson1 / 1/index.htm Trigger Phrase “College Savings Plan” “Saving For College” “Saving For College” Location Tittle Tittle Tittle
- 3. Q2: Paid Search Analysis Main Section “Saving for Google Yahoo Bing College” 1st Paid Search iShares 529 Plan Edward Jones Upromise Result 1st Paid Search https://ishares529.s.upromise.com/?&cm https://www.edwardjones.com/en_US http://www.upromise.com/acquisition p=Broad_529&chn=PPC&c=Google&kw= /backtoschool/index.html?WT.srch=1 Landing.do?aqid=yfamprnt&ax=sear Result URL 529%20savings%20calculator&gclid=CP &utm_source=msn&utm_medium=cp chaff-yf- 3_k6mxr6wCFQ40hwodbyu7GA c&utm_term=saving%20for%20colle BingRBUP004841&002=2201249&0 ge&utm_campaign=Products 04=372122249&005=5751906433&0 06=725909405&009=b&011=http:% 2F%2Fwww.savingforcollege.com% 2F 2nd Paid Search T. Rowe Price College Scot Trade ESA Edward Jones Result Savings Plan 2nd Paid Search http://individual.troweprice.com/public/ http://www.scottrade.com/investme https://www.edwardjones.com/en_ Retail/Products-&-Services/College- nt- US/backtoschool/index.html?WT.s Result URL Savings- products/esas.html?&sctr=mc:a8a8 rch=1&utm_source=msn&utm_me Plans/h529PlanMicrosite?PlacementG ae4e72f2c5441012f56323e1c28fe:i dium=cpc&utm_term=saving%20f UID=0932CE7A0C4D4433A42E6BD9 2264064911:tb& or%20college&utm_campaign=Pro CDD29A97 ducts
- 4. Q2: Paid Search Analysis Right Sidebar “Saving for Google Yahoo Bing College” 1st Result American Century Merrill Edge Service Cafe 1st URL https://ipro.americancentury.com/ipro/ http://www.merrilledge.com/m/pages/coll ** See notes funds/learning_quest_index.jsp?gclid= ege- CM6r25S3r6wCFQVlhwodqVwaHw savings.aspx?src_cd=SDPS1&cm_mmc =GWM-529CollegeSavingsPlan-_-MSN- PS-_-savings%20for%20college-_- General%20-%20Exact 2nd Result College Funding Workshop The Gerber Life College Plan Simple Tuition 2nd URL http://www.freecollegefundi http://www.gerbercollegeplan.com/landin http://landing.simpletuition.com/loans g/glcplead/girl?gwo=3721620158&akey= /?WT.mc_id=731726&9mtype=b&9m ngworkshop.com/ 401645&bkey=401654&sendroicid=811b kw=6157507662&9mad=646575817. 09d2-cc89-49c2-bc06- 25&9mraw=http:%2F%2Fwww.savin 726aecd8a61d&sendroiad={creative}&se gforcollege.com%2F&utm_source=s ndroikwd=college+saving em&utm_campaign=bing&utm_medi um=other
- 5. Q3: Create a Display Ad. Institution: Key Bank is an investment bank that serves the a young clientele Product Flexible college savings plans for for young adults Target Audience. Males and Females Age: Gen Y’ers or from 18 - 30 Income: Medium to loe Education: High school diploma URL: http://snack.to/ojVzd4 Banner Type: Digital Flash Banner /shocking/ funny
- 6. Design: Key Bank Ad CTA Reason to call
Notes de l'éditeur
- Results:I researched the “saving for College” phrase. I used Google first. In that search, I got 15,900,000 results. The first organic result brought me to the Saving For College website. The trigger phrase was “Saving For College” and it was located in the title heading. The second result was CNN’s College Savings Plan. The trigger phrase was “College Savings Plan” and it was located in the title. For my Yahoo results, I got 202,000,000 and for Bing I got 195,000,000 results. The first organic result, for both search engines, brought me to the Saving For College website. The trigger phrase was “Saving For College”, which was located in the title. The second results were also the same for Yahoo and Bing, which was interesting. The result for these both engines was a webpage called Fin Aid. The trigger phrase was also “Saving For College” and it was located in the tittle. Analysis:I thought it was really interesting that the Saving For College website was the first organic result in all three engines. At first glance, it appears that Saving For College website is the first one in all the searches because the trigger phrase matches the search phrase exactly, which corresponds to the “picking the right tittle tag” strategy to optimize a web site. However, if we analyze the code and the page deeper, we’ll see that Saving For College’s success comes from other SEO strategies as well. For example, their domain name is “Saving For College”, which is a very popular search phrase. The “description” meta tag is very informative and it covers all aspects of the topic, such as saving for the future, the kinds of 529 plans or programs, and special tax breaks. As exemplified by the next piece of code: (“meta name="description" content="Save for future college costs by using qualified tuition plans (529 plan or 529 program). 529 plans are state sponsored investment programs that are given special tax status." /> ). According to the lecture, putting key phrases optimizes search results, Saving For College has several HTML tags. For example, (“ h3>YOUR GUIDE TO SAVING FOR COLLEGE, college cost calculator</a></h3> ). Furthermore, according to the book “The New Rules of Marketing and PR” the more targeted the keywords are, the better. In this case, the keywords were perfectly targeted for the search. Moreover, the guest speaker on SEO mentioned that adding links to other websites in to your code can boost your position in the list and getting other websites to tag you is even better. The <href> tag, links the page to other websites. From the following code ( “href="/college_savings_201/" title="">529 plans</a> </li> <li><a href="/tools_calculators/" title="Tools & calculators">Tools & calculators</a> </li> <li><a href="/community/" title="Community">Community</a> </li> <li><a href="/financial_aid/" title="Financial aid">Financial aid</a> </li> <li><a href="/coverdell_esas/" title="">Coverdell ESA</a> </li> <li><a href="/premium-tools/" title="Tools for members with a premium service.">Premium content</a> </li> <li><a href="http://529conference.com/" title="">Conferences</a> </li> <li><a href="/our_products/”), we can see that the developer linked this website to several other pages, such as college_savings_20, http://529conference.com/, financial_aid/. Lastly, I thought it was interesting that this website is sponsored by Upromise, as exemplified by ( <li><a href="http://www.upromise.com/acquisitionLanding.do?aqid=moneyforcollegevis&ax=affpartner-stu-SFCc">Enroll in Upromise Rewards</a></li>) which appears in the paid section of the advertisement. So, in a way the fact that Upromise is on both of the sections, paid and non paid, increases their possibility of being successful. (Moreover, the second organic result, Fin Aid, uses several SEO strategies as well. For example, they selected at targeted tittle “Saving for College”, as exemplified by this code (TITLE>FinAid | Saving for College</TITLE”). Furthermore, the developer used a laundry list of key words related to the topic, as exemplified by this next lines of code (<META NAME="keywords" CONTENT="college savings,saving for college,Coverdell Education Savings Account,EducationIRAs,Series EE Savings Bonds,zero coupon bonds,section 529 plans,529 plans,UPromise,BabyMint,EdExpress,college savings plans,prepaid tuition plans,College Savings Plan Network,CSPN,qualified state tuition programs,qualified tuition programs,UGMA,UTMA,custodialaccounts,inflation-adjusted bonds,CollegeSureCD,SAGE,variablelife,FinAid,Kantrowitz">”) The differences between Google’s search and Yahoo’s and Bing’s can be explained by the fact that Google does not count “meta tags”, as we learned in class, but Yahoo and Bing do. And Fin Aid relies heavily on its meta keywords to hike up the search results. I think that Google provided the best results because offered two different types of websites. One is sponsored by a mutual fund “Saving For College”, which is a biased result. However, it had and article in CNN on how to save money, which is not biased and more informative. For yahoo and Bing, they provided 2 biased websites “Saving For College” and “Fin Aid”.
- For the paid results in the main section, I got iShares 529 Plan and T. RowePrice College Savings Planwith Google. I think that both of the adds are targeted contextually because they provide saving plans for customers. However, “the T. Rowe Price College Savings Plan is offered by the Education Trust of Alaska”, which means it is not very targeted location wise. An interesting thing is that iShares 529 ,BlackRock Institutional Trust Company, andUpromise are the same company. So basically, iShares 529,BlackRock, Upromise, and Saving For College are the same company. From the code: ("keywords" content="iShares 529 Plan, iShares 529, 529, ETF, all ETF, college savings, college savings plan, college saving, 529 plans, 529 plan, tax advantage, tax advantaged, Upromise, Upromise Investments Inc., UII, Why iShares 529, university expenses, asset allocation portfolio, college portfolios, college expenses, iShares, UGMA, UTMA, exchange-traded funds, exchange traded funds, ETFs, estate planning, gift tax, iShare, accelerated gifting, youpromise, pay for college, paying for college, investing for college, rewards program"/><meta name="description" content="The iShares 529 Plan raises the bar on education savings plans. The first all ETF 529 Plan, the iShares 529 Plan a diversified and transparent investment vehicle to help save for college."/”), we can tell that iShares 529 andUpromise,tagged the Saving For College website in several places, a strategy that the speaker in SEO talked about. As a result, the Saving For College website comes up first in the organic results. I think this is a brilliant marketing strategy because they are the same company, which under different names occupies 3 spots in the top results. This is a huge marketing achievement because as we saw from the “heat map “ in the PPT slides people only look at the bottom of the paid results and the top of the organic results. In summary, advertisers do this to increase the odds of customers clicking in one of their ads, which will increase revenue. Moreover, from the Yahoo search I got Edward Jonesand Scot Trade ESA both of these ad are targeted appropriately to the context of the search. Lastly, for Bing, I got UpromiseandEdward Jones. I mentioned, Upromise’s strategy above. Also, Edward Jones was interesting because it only advertised in Yahoo and Bing, but not Google.
- For the paid results in the right side bar, I got American Century and College Funding Workshop in Google. I think that the College Funding Workshop was nicely targeted geographically because it was a free seminar in Larkspur, which is in the bay area. The American Century ad was targeted correctly because it matched the topic. Moreover, from the Yahoo search I got Merrill Edge and The Gerber Life College Plan. Both of these ad are targeted appropriately to the context of the search. For Bing, I got Service CafeandSimple Tuition. Simple Tuition is a website that compares different student loans. This add seems targeted appropriately to the search phrase. On the other hand, The Service Cafe ad seems very untargeted, it seems like its a ‘’Run of Network’’ ad . First because it is not a bank it’s a “guide to local service industry professionals”. It is also based out of Saint Louis Missouri, so it is not even geographically targeted. Furthermore, they have a really long URL, which can be a negative thing from a marketing stand point.** (Service cafe URL: http://www.servicecafe.com/service.php?uvx=ejalvwEqknyisNLFIgh-MXAWLmKORUKGaYfcEI3Hlv_JqKfbWbxtyO6WN7rjsKWQ1R8Rff1XSjKY5nzXtsJZGqhULnPq0-hazdPP3Avaaa5sGrGH8vTFtOQPQV4KGkZb3I16bqV7RCZqqtlwxDFifOI8bbP9JH1KY_5p4tsOkHeIBIVSKlNSX7zs7ze03myUL95tepkTVtkMrHmA2UpqWLB0UUytMy6VtYue1uEzje9P5C7jECZInwtV-OaMKWe1JoWnf8qNwiQUFhUkyYRPN2X2JBCdTlLI7mThcl3rI6j2NftCl9L_hIO-aKRfkXaLiNMTMB-5Ppx50M4yXPNjb_GHCQaUp5tXip3fy52iV4O8hWG3ThhKYCBgaU8rY-rot3wiTKnkOfl-dAzKyziIAYER-qKosaTnX3L5Do0cRnl2c5t5piyMOcOVEzg4w3HmVzjtKTUfaId45dl5xilIGamvLvalu_bV_K3VVQz0HAnfHZI_YuzOEbWfJfmPEsN1lFrYcEdvGiB0OMqbqoKFESZwmwQquqn3o40jj4N7RTLz6Z4yT_krTUdpccI3wSSj4dLteEZC2DS4G7iIvNgCZ4fVLETj1e_RlMR0C89ZYl2Ud6r4Qsad06XYqL6QEiszpvoLi7LnFmXNP3mOu-nhanpGWpinh5KbyPUb01NXPIJb3U4w0bOidw**)Lastly, it seems like the rank in the search results changes all the time, but between the same companies. For example, I looked up the same search again in Bing and Service café was the in the 4th place instead of the first ad. Lastly, as a comparison between the right sidebar and the main section ads, the main section ads are of bigger and more renowned companies. The only company that is big in the right sidebar is Merril Edge, which is owned by Bank Of America. But for the most part the right side ads were less targeted and of lesser relevance.
- Product and Target Audience:We are Key Bank and we offer saving plans for young people who want to pursue an education. From researching the “saving for college” topic, I noticed that most ads were targeted towards parents who are saving for their children. I thought they were ignoring a segment of the population--young adults who want to go to college, but their parents cant afford to pay for their studies. So, I decided to come up with a flexible saving plan for young adults or Gen Y’ers with low to medium income. The target demographic are male and females between 18 and 30 years old. Their maximum education level is a high school diploma. As far as psychographics go, this Gen Y’ers are optimistic abut the future, want to move ahead in the word with meaningful careers, and are hard workers. Banner Type: I chose to use a digital flash ad because its is the most cost effective way to reach out target audience. Furthermore, a digital ad are easier to distribute throughout social media outlets, which are frequented by this generation. T.V. ads would be another good way to reach out target demographic, but they would be costly and right know, as a new bank, we don’t have that much capital. The banner that I chose was the monster banner. I chose this format because I wanted to write big text and this format will allowed me to. Also, I wanted to have as most as the picture as possible because it is funny and it conveys our message. URL:http://snack.to/ojVzd4
- Design: I created this shocking and funny ad as a instrument to cut trough the clutter of other advertisements. Furthermore, this target demographic is hardly shocked by anything, so I had to take it a step further with the ad. The advertisement is a parody that portrays a frustrated Starbucks employee, with a message saying “frustrated with your dead end job?”. The point of the ad is to convey the frustration that dead end jobs like, Starbucks and Mac Donald's cause on young adults. I chose Starbucks because Gen Y’ers are usually employed in these type of jobs. There second slide says we are they “key”, meaning we are the key or solution to their problems. The solution is our product-- a flexible college savings plans for for young adults . Then the ad says: “Call us, Invest in your future”. These two phrases are the CTA. I decided to use the word “investment” instead of saving because Gen Y’ers see saving as something their parent did and investment is a more appealing word to this demographic. According to the article, “Y and How: Strategies for Reaching the Elusive Generation Y Consumer”, GenY’ers will not tolerate a hard sale, it is better to approach them with a soft sale other wise the marketer will loose their trust and their business. This is the reason I chose saying” invest in your future” instead of a hard sale “open a savings plan”. The last slide is the key because it shows the rewards of “Investing in your future”. In other words, it shows the benefit of the products that we are providing. By saying “Get living” and showing a picture of a successful person driving a nice car, we convey the fact that by getting an education through the loan that we offer, any young adult can get quality education, like MKTG 469and achieve the freedom and satisfaction that a professional job offers. Also, the add can’t seem too preachy, because Gen Y’ers don’t like being told what to do. Instead, being funny is a better way to approach this demographic.Text. The text reads “frustrated with your dead end job?... Call us, Start Investing in your future, Get living” “Key Bank 1800-get-life”. In the text, I included the words like “your”, as we saw in class, this word is very powerful in terms of making things relevant to people. Then the ad reads “ call us”, which is the 1st CTA and then it says “Start Investing in your future”, which is the 2ndCTA.The “Get living” part is our catchy slogan, which provides a reason to call because who doesn't want to start living?. Lastly, this implies that after you get a loan you will finally get the life you wanted. Lastly, the “1800-get-life” phone number is easier to remember than if it was just numbers, this increases the possibility of people actually calling that number. References:Hughes, Angela, "Y and How: Strategies for Reaching the Elusive Generation Y Consumer" (2008). Honors College Theses. Paper 74. http://digitalcommons.pace.edu/honorscollege_theses/74