Top 5 Paid Search Strategies in a Down Economy. Jon Lisbin Principal

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1 Top 5 Paid Search Strategies in a Down Economy Jon Lisbin Principal Jonl@pointit.com

2 Topics About Us Macro Economy Paid Search Economy 5 Key strategies to stay ahead of the game Some Q&A

3 About Point It! Seattle-based Search Engine Marketing Firm 14 team members Servicing mid-market firms and new ventures Incorporated April 2002

4 Our Clients

5 Macro Economic Impact The bull market $10 trillion in shareholder wealth since The bear market has wiped out more than $7 trillion in shareholder value. This bear market is already harsher than most of the 10 bear markets since the 1930s. People in saw their 401(k)s become 201(k)s, but the impact on their personal lives otherwise was minimal. This time people who have home equity lines and use them to pay for holidays or buy a car are finding that their loan facilities are getting pulled. That affects the way they look at their own spending.

6 Advertising During a Recession In a , McGraw-Hill Research s Laboratory of Advertising Performance reported that b2b firms that maintained or increased their advertising expenditure during the recession averaged significantly higher sales growth, both during the economic downturn and three years following, than those that eliminated or decreased advertising.

7 Advertising During a Recession A recessionary market can provide an opportunity for businesses to build a greater share of market through aggressive advertising. This according to The Strategic Planning Institute of Cambridge, MA. Correspondingly, businesses that reduce media expenditures suffer loss of market share. It was demonstrated that aggressive businesses can accomplish these gains through greater expenditures without reducing shortterm profitability.

8 Are Marketers Cutting Back in a Down Economy? Advertising spending on new media does not decline during or after a recession, it just grows more slowly. emarketer estimated in August 2008 that online ad spending would reach $24.9 billion this year, down slightly from its March forecast. That still represents 17.4% growth over 2007.

9 Where are Online Marketing Dollars Going? $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $- Approximate Customer Acquisition Costs Across Various Channels $8.50 $20.00 $50.00 Search Yellow Pages Online Display Ads $ $70.00 Direct Mail

10 Where are Online Marketing Dollars Going?

11 The number of US Searches has grown steadily, with Google outpacing the market.

12 Industry Economic Picture

13 Industry Economic Picture

14 Top 5 Strategies in a down economy 1. Ad Copy Changing tactics to meet the market 2. Keywords Increasing Efficiency with less $ 3. SEO & PPC Synchronize your efforts 4. Web Analytics More insights for you and top management 5. After the Click Build a better mouse trap!

15 #1 - Ad Copy Reconsider calls to action and copy points. Price consciousness in. Conspicuous consumption is out. Clear benefits and messaging is in. Fluff & spin is out. Free and easy escapism is in. Complex is out. Stand out from the crowd! Emphasize value and demonstrate it. Differentiate from competitive ads

16 72% of Retail Consumers would seek Free Shipping

17 Ad Copy

18 # 2 - SEO/PPC Syncing In a weakened economy, marketers looking for best ROI Search proves to be far more effective than other forms of marketing. Combine SEM strategy that includes SEO and PPC. Online study commissioned by Google and conducted by Enquiro research there is a 16% increase in unaided brand recall by having a brand presence in both the top sponsored and top organic listings of a SERP.

19 #3 - SEO/PPC Syncing

20 #3 - SEO/PPC Syncing

21 #3 - SEO/PPC Syncing

22 #4 - Keyword Strategies Cut the tail Control your ego Review of negative keywords Daypart analysis for B2B sites

23 Cutting the tail Majority of keywords did not convert in past 6 months Keywords Cost % Converted Non Convert Converted Non Convert %

24 # 5 - After The Click Now s the time to test out those new Landing Pages. Utilize Google Website Optimizer, it s free. Set up your goals in Google Analytics Review click stream behavior.

25 Site Overlay

26 Google Website Optimizer

27 Segmentation

28 Goal Tracking

29 Web Search Volume Google Insights for Search

30 Salesforce Integration

31 Key Take Aways Economy is your opportunity to grab market share The recession is accelerating the shift from traditional to online. Look at your SEM program as a system Write ad copy to help you stand out and offer value. Synchronize your SEM efforts Carefully review your keyword tactics Use analytics tools to demonstrate success to the C-Level Improve post click performance.

32 Top 5 Paid Search Strategies in a Down Economy Jon Lisbin Principal Jonl@pointit.com