This session follows on from the Search Engine Optimisation (SEO) presentation (also available here). It covers Paid Search (PPC - pay per click) advertising, and the use of web analytics for tracking, measuring and tuning website and advertising effectiveness. Michael Carney, Strategic Planning Director, Media Counsel, Auckland, New Zealand

1. Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz

2. 80% Natural

3. Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009 Data is based on four-week rolling periods (ending Oct. 3, 2009, and Aug. 29, 2009) from the Hitwise sample of 10 million U.S. Internet users. Longer search queries, 4-8+ words, have increased up to +72% between June 2008 and Sept 2009. Shorter search queries - those averaging one to two words long - have decreased up to -23%. Subject June 2008 Sept 2009 Year Over Year % Change One word 32.42% 24.32% - 25% Two Words 29.92% 23.55% - 21% Three Words 19.24% 20.52% + 1% 4 Words 10.16% 13.69% + 35% 5 Words 4.60% 7.99% + 74% 6 Words 1.79% 4.30% + 240% 7 Words 0.96% 2.33% + 243% 8+ words 0.89% 3.35% + 376%

4. Three Search Modes

5. A. Browse

6. Browsers more likely to respond to “natural” search results

7. For Browsers: Focus on SEO

8. B. Window Shopping

9. Close to a purchase decision, but ...

10. Descriptive Terms Work Well BEST! CHEAPEST! REVIEW

11. Try To Convert Them * * Limited Time Only

12. C. Buy Now 70-inch Sony Bravia LCD TV

13. They’re Ready To Buy Tempt Them With Hot Offers

16. Clothing & Retailers (3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009) Search Volume Searches for Products 96% 3.7 million opportunities to speak to customers in June 2009 Source: internal Google tools

17. Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, New Zealand, Jan 07 =100) Monthly Query Volume Growth (year on year, New Zealand) Source: internal Google tools

19. 81% of internet users enter websites via a search engine Source: Forrester Research Inc., “UK Internet User Monitor”

20. 7 Search Tips

21. 1. Watch The Clock

22. Source: Example only

23. 3. Use Long Tail Keywords

24. 4. Go Negative

25. 5. Think (Anti) Seasonal

26. 6. Words Really Matter

29. Google Confidential and Proprietary 3 Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Where and why are visitors abandoning my shopping cart?

30. Print Ad PR Mention Search Campaign Launch

31. Promoted Videos Ads Advertisers bid on these positions Organic “Natural” Search Results Cost free; results are based on YouTube ranking algorithm of relevance to search query