SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing

Hi.
© 2010 Levelwing. All rights reserved | www.levelwing.com

presentation available at:

www.levelwing.com/sema/20SearchTips

jeff@levelwing.com

2 © 2010 Levelwing. All rights reserved | www.levelwing.com

“Data is the most consumed product
and it affects all others.” 5 exabytes
(5.0x10ˆ19) - Eric Schmitt
5 = all info created
exabytes created
every 482003
through hours


50
In 1993 __________ pages existed on
the worldwide web.1

354,000,000
Today, ____________ pages are being
indexed on Google alone for the term
“auto parts”.2

1United Nations Data, 1994
2Google, October, 2011


= “I want”


“I want”


Complimentary Strategies


Tip 1: Start with the right content
Words
Quality

Fresh Engaging

Source: Jakob Niellsen, 2010


Tip 2: Call things what they are

“Honey, I’m going to
“Honey, I’m going to
Meineke for some
Meineke to get my
steering and suspension
alignment checked.”
services.”


Google Insights For Search

alignment

steering and suspension


Tip 3: Build for search engines
Gateway Page

Flash Content

Missing rich
HTML text

Site Loads
Slowly
Missing
Title Tags


Tip 4: Use keywords in title tags

K&N High Performance Air Filters, Air Intakes, & Oil Filters

•  Should be unique for each page
•  Should be concise and explain page content
•  Typically have 66 characters


Tip 4: Use keywords in title tags


Tip 5: Use keyword-rich meta description

160

Win/Lose decided here


Tip 6: Use keyword-rich urls

brake repair

????


Tip 7: Use alt image attribute & name image

jl_knw_sidepromo_placeholder1.png


Tip 8: Use keyword-rich anchor text


Tip 9: Arrange content for scanning

Source: Jakob Niellsen, 2010


What is Quality Score?
Quality Score or Quality Index
balances ecosystem

Ranked on a 1-10 scale
(10 = best) Users

Higher quality score usually
means higher position and
lower CPC

Search
Advertisers
Engine


What Influences Quality Score?

Keyword Landing Page
Relevancy Quality

Historical
Ad Relevancy
Performance

QS
Click- Other
Through Rate Relevancy
(CTR) Factors


What Does Quality Score Influence?

QS
Above
Eligibility Organic
Results

Price Position


Tip 10: Build organized foundation

•  Organize “Campaigns” within Account
•  5 or fewer unique keywords in an ad
group

•  Minimum of 3 to 5 text ads/ad group

•  Minimum of 3 to 5 calls-to-action


Tip 11: Build negatives


Tip 11: Build negatives

meta http-equiv="Keywords" name="Keywords" content=“tom's of maine,
toms of maine, natural personal care products, toms of maine
products, tom's of maine products, natural care products, oral care
products, choose cruelty free, wind energy company, kate and tom's
of maine, certified organic products, tom, toms, kate and toms, tom's
of maine, toms of maine, maine products, toms products,
tomsofmaine"

(ADD these as negative keywords)


Tip 12: Check different locations


Tip 13: “Broad” match is for head terms

Broad

Phrase & Exact
Search Volume

Generic Keywords Specific Keywords


Tip 14: Use Search Query Reports


Tip 15: Use Google Insights for Search


Tip 15: Use Google Insights for Search

Web Search Interest: car battery


Tip 16: Focus on off-page SEO
•  Grow quality links
•  Do the socially respected share your content?

Source: Google & Bing via Danny Sullivan Interview, 2010


Tip 17: Test, fail quickly, syndicate


Tip 18: Create real accountability
“Not everything that
can be counted counts,
and not everything that
counts can be
counted.”
-Albert Einstein.


Tip 19: Benchmark
Benchmark Your Baseline Measurements Before Your SEM
Campaign Begins
•  Overall traffic by channel/keyword
•  Search engine traffic
•  Paid vs. organic traffic
•  Conversions by channel/keyword
•  Top traffic-driving keywords
•  Top conversion-driving keywords
•  Keyword rankings


Tip 20: Bottom line metrics trump all
Cost Per Action/ CPA/KPI
Key Performance Indicators (good)
“Good”
ROAS
• 

•  Initial optimizations
(better)
Return On Ad Spend
•  “Better” ROI
•  Sales data layered in (best)
Return On Investment
•  “Best”
•  Sales data with profit margin data
•  Profitability/Best Customers


9/8/2011 – Google Buys Zagat

41

Local Search

42

Future of Search?

43

Why is this Important?

59% of online shoppers customer product reviews have a
significant impact on their buying behavior

Source: Marketing Charts, 9/2011

44

Why is this Important?

on Yelp ratings…

= 9% revenue increase

Source: Michael Luca, 2011

45

Thank you.

Or:
email: jeff@levelwing.com
phone: +1 646 216 8334
twitter: @jeffadelsonyan
blog: www.AskingSmarterQuestions.com


SEMA 2011: "Driving Business with Search Engines" | Automotive Marketing

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