1. SEM in 2013 & Beyond
Proven Ways to Increase Visibility, and Generate Leads
BMA Milwaukee Morning Workshop: June, 2013

2. I n t r o d u c t i o n s
• Anthony Piwarun
• Search Engine Marketing
Manager
• 5 years of SEM experience
• Local clients:
– Wheaton Franciscan
– Johnson Controls
– Associated Bank

3. I n t r o d u c t i o n s
• Cassy McClure
• Senior Search Marketing
Specialist
• 4+ years SEM experience
• Key accounts:
– MOSH
– Wacker Neuson
– CCH Group
– Fisheries Supply

4. I n t r o d u c t i o n s
• Allie Kelly
• Senior Search Marketing
Specialist
• 4 years SEM experience
• Key Accounts:
– ASQ
– Generac
– Johnson Controls

5. ANN ARBOR, MI
MILWAUKEE, WI
A b o u t Z e o n S o l u t i o n s
Founded in 2003
HQ Milwaukee, WI
Merged with Grand River
January 2012

6. ENTERPRISE
E-COMMERCE
ENTERPRISE
CMS
DIGITAL
MARKETING
DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES
For more than 10 years, Zeon Solutions has successfully delivered enterprise-scale,
effectively-designed custom applications and e-business solutions on time and within
budget for customers worldwide. Our broad range of services include:
Development & Design • Customization & Support • Mobile & Search Marketing

7. 24 7350+Worldwide Employees Development & Support
Global Delivery Model
MILWAUKEE, WI
SEATTLE, WA
ANN ARBOR, MI
BOSTON, MA
NAGPUR
A b o u t Z e o n S o l u t i o n s

8. Recognized as one of the fastest growing private
companies in North America by Inc. 500
‣ Four-time honoree
‣ 6th in IT/e-commerce segment in 2010
‣ 90th in IT services in 2011
Recognized as a Future 50 company by Metro Milwaukee
Association of Commerce (MMAC) - 2008, 2009, 2011;
Earned Master Mettle Award.
Recognized as a Fastest Growing Firm by Milwaukee
Business Journal – 2011, 2012
A b o u t Z e o n S o l u t i o n s

9. S e l e c t e d S E M C l i e n t s

10. • Quick Poll
• Background
• What is SEM?
• Convergence of Media
• Alignment
• Case Study
• Q&A
Agenda

11. Q u i c k P o l l

12. • How many of you know what Search Engine
Marketing is?
• How many of you know what SEO is?
• PPC?
• What are Panda & Penguin?
Show of hands…

13. W h a t i s S E M ?

14. W h a t i s S E M ?

15. W h a t i s S E M ? ( c o n t . )

16. W h a t i s S E M ? ( c o n t . )

17. S E M i n a N u t s h e l l ( P P C )
• Paid Search
– Paid visibility using keyword-based auction system
• Pay by volume impressions or clicks
• Target via keywords, audience demographics, etc.
– Channels include
• Display advertising on Google Display Network
• Product Listing Ads (PLA’s) via Google AdWords
• Social Advertising on Facebook, LinkedIn, Twitter & YouTube
– Quick turnaround for fast visibility and testing
– Gives insight into search behavior for long-term organic
search strategy development

18. S E M i n a N u t s h e l l ( S E O )
• Organic Search
– Organic (Free) visibility based on
• Relevance: is content on your website relevant enough to match
the searcher’s query?
• Trust: what type of industry are in? Are you in a bad
neighborhood?
• Authority: Quality links, citations, and social mentions
– Building up relevance through content, and trust /
authority via link building, social media engagement and
citation acquisition takes time
– SEO never ends… it’s constantly evolving

19. W h y i s S E M I m p o r t a n t ?

20. W h y i s S E M I m p o r t a n t ?
85%
of internet
sessions begin
on a search
engine

21. W h y i s S E M I m p o r t a n t ?
73%
of all clicks
occur in the top
four search
results

22. W h y i s S E M I m p o r t a n t ?
$26.8b
Estimated value of
SEM industry by
end of CY 2013;
continued growth
in YOY revenue

23. S E M : B a c k i n t h e D a y
• A realized opportunity
– Somewhat spammy…
• SEO
– Heavy on-page
– Unnatural off-page
• PPC
– Less control

24. H o w S e a r c h H a s C h a n g e d
• Changes in user behavior
– Mid/long-tail keyword searches
– Mobile & tablet devices
– Social media
• Blended search results
• Multi-channel funnel tracking
• Website engagement activities
– Downloads, external links, pageviews, etc.

25. H o w O r g a n i c S e a r c h H a s
C h a n g e d
• Organic Search
– Content is king!
– Return high-quality sites to top
of SERPs
• Panda (February 2011)
– Penalizing “low-quality sites” &
“thin sites”
• Penguin (April 2012)
– Penalize websites using
manipulative techniques for high
rankings
» Keyword stuffing, cloaking,
duplicate content

26. H o w P a i d S e a r c h H a s
C h a n g e d
• Paid Search
– Enhanced campaigns
• Sitelinks, call extensions, etc.
– Experiments
– Keyword research tools for multi-devices
– Remarketing
– Shopping

27. C o n v e r g e n c e
I n t e g r a t i o n o f P a i d , O w n e d &
E a r n e d M e d i a

28. C o n v e r g e d M e d i a
PAID MEDIA
ü social ads
ü online ads
ü paid search

29. C o n v e r g e d M e d i a
PAID MEDIA
ü social ads
ü online ads
ü paid search
EARNED MEDIA
ü organic search
ü press mentions
ü social mentions

30. C o n v e r g e d M e d i a
PAID MEDIA
ü social ads
ü online ads
ü paid search
EARNED MEDIA
ü organic search
ü press mentions
ü social mentions
OWNED MEDIA
ü branded search
ü corporate publications

31. C o n v e r g e d M e d i a
CONVERGED
MEDIA
OWNED MEDIA
ü branded search
ü corporate publications
EARNED MEDIA
ü organic search
ü press mentions
ü social mentions
PAID MEDIA
ü social ads
ü online ads
ü paid search

32. A l i g n m e n t

33. • Benefits of alignment
– Utilizing core strengths
– Shared media schedule
– Complimentary targeting methods
– Consistent advertising messages
A g e n c y / I n - H o u s e A l i g n m e n t

34. • Shared Media Calendars
– Integrated campaigns
– Boost visibility with offline media
– Ensure measurability with baseline
measurements
A g e n c y / I n - H o u s e A l i g n m e n t

35. • Subject matter expert 1x1’s
– As search engine marketers, we *need* to
be subject matter experts
– SME interviews allow marketers to gain
invaluable insight in an “open mic” setting
A g e n c y / I n - H o u s e A l i g n m e n t

36. • Status meetings (internal & external)
– Scheduling monthly in-person meetings
allow us to illustrate progress and speak
to what we’ve done to move the needle
– Meeting with internal teams (in-house or
agency) allow marketers to align and
prioritize
A g e n c y / I n - H o u s e A l i g n m e n t

37. M e t r i c s B e h i n d t h e M a d n e s s
• Agree upon KPIs
– Ensure they are measurable
• Campaign-specific KPIs
• Campaign-specific reporting

38. M e t r i c s B e h i n d t h e M a d n e s s :
O r g a n i c
• Off-site
– Link inventory
– Search visibility
• Rankings
• Keywords driving visits
• Landing pages receiving traffic
• On-site (actual traffic)
– Engagement
– Conversions

39. M e t r i c s B e h i n d t h e M a d n e s s :
P a i d
• Off-site
– Visibility among competitors
• Impression share, impressions, average position, etc.
– Activity and quality
• CTR, “Quality Score,” average cpc, etc.
• On-site
– Engagement
– Conversions

40. C a s e S t u d y

41. C a s e S t u d y
• Began working with Wheaton Franciscan in July
2012 to increase visibility in search through both
SEO and PPC Management
• Campaign-based approach on hospitals, service
offerings, and locations
• Search marketing efforts closely tied to offline
media buys
• Idea was to increase awareness in search when
potential patients would see an offline ad

42. C a s e S t u d y : O r g a n i c S e a r c h
• Goal for WFMG from an organic perspective
was to increase non-branded search traffic
to the site as a whole
• Campaign-specific integrated digital
marketing also a top priority
• Traffic baseline and benchmarks established
prior to activities to ensure measurability

43. C a s e S t u d y : O r g a n i c ( c o n t . )
Four Step SEO Approach

44. C a s e S t u d y ( c o n t . )
• MOSH
– Main objectives
• Visibility
• Lead Generation
– Requirements
• Geographical
locations
• Demographics
• Budget

45. C a s e S t u d y A p p r o a c h
• MOSH Approach
– Target core areas
• Brand
• Physicians
• Services
– Testing
• Keywords
• Ad copy
• Landing pages
• Enhanced targeting

46. C a s e S t u d y A p p r o a c h ( c o n t . )
• MOSH Visibility Results
– Top 3 ad positions on Google
– 90%+ average impression share
– Paid search increased traffic to website 17% in
first month
• 2-4% incremental increases each month following
account launch
– Bounce rate lower than website average
– Average # pageviews higher than website
average

47. C a s e S t u d y A p p r o a c h ( c o n t . )
• MOSH Lead Generation Results
– Phone lead measurement
• 77% - 84% of monthly lead generation
– Form submissions
• Physician appointment request forms launched
• On average, 400% increase in form submissions
– Average cost-per-acquisition exceeding
expectations

48. C a s e S t u d y A p p r o a c h ( c o n t . )
• PPC Advertising
– Where?
• Start on Google SERPs
– When?
• Work alongside other marketing initiatives
– What?
• Service offering by entity
– How
• Leverage enhanced targeting
• Perform ongoing testing

49. C a s e S t u d y A p p r o a c h ( c o n t . )
• Worked alongside marketing initiatives
– Media calendar
– SEO insights
– Internal experts

50. C a s e S t u d y A p p r o a c h ( c o n t . )
• Leverage enhanced targeting
– Location targeting
– Day parting
– Phone call extensions
– Sitelink extensions

51. C a s e S t u d y A p p r o a c h ( c o n t . )
• Perform ongoing testing
– Ad copy
– Location targeting
– Mobile variations
– Interface features

52. C a s e S t u d y A p p r o a c h ( c o n t . )
• Test results and ongoing management
resulting in…
– Growing off-site and on-site engagement
– Full impression share
– Driving force for new traffic

53. K e y T a k e a w a y s

54. K e y T a k e a w a y s
• Alignment
• Integration
• Strategy
• Training
• Evangelism

55. Q u e s t i o n s ?

56. Thank You!
Email any questions to:
Anthony.Piwarun@ZeonSolutions.com