SEM: The Foundation of Growth Teams

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By Evan Waters – Naspers Influential search marketers leverage unique data to improve not only their campaigns, but guide other channels and even business propositions. With these insights alongside strong partnership from other business units, we’ll examine what some of the largest digital consumer brands have accomplished. Drawing on Evan’s experience guiding top internet companies growth paths, together we will discuss high level strategy and specific tactics to impact channel selection, conversion optimization, content marketing, attribution, and how we think about customer segmentation. To connect with Evan, visit www.evanmwaters.com

Marketing

SEM:
The Foundation of Growth Teams
@EvanMWaters #SavageMKTG
Evan Waters
June 2017
EvanMWaters.com

A $75B market cap. company
$12.2B revenue
$1.2B earnings
130 countries
1.5B audience reach
27,000 people
*Year ending 31 March 2016

Some companies want great apps,
all companies need great mobile web
@EvanMWaters #SavageMKTGEvanMWaters.com

Source: YourStory
44%
13% 13%
9% 9%
6% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Android OS Whatsapp Apps Music Videos Images Other
ShareofDeviceStorage
Typical Use of Storage on Indian Mobile
@EvanMWaters #SavageMKTGEvanMWaters.com

Note: Monthly frequency = 30 / Days to open, Days to open = Leaders install base / Leaders daily active users.
Source: SimilarWeb, Euromonitor
Medium frequency use with medium installed base
Indian Apps: Frequency vs. Install Base
Low frequency of use with small installed base
High frequency use with small installed base
High frequency use with
high installed base
@EvanMWaters #SavageMKTGEvanMWaters.com

“It’s nice that I could do the entire
thing on the mobile version of the
site which is something that a lot of
sites don’t have.”
“It’s not very convenient to have an app for
every website on the phone…so this saved
me a lot of space.”
“Thankfully I did not have
to download an app.”
@EvanMWaters #SavageMKTGEvanMWaters.com

UX PRODUCT
GOOGLE
REP MANAGEMENT
SEO
ANALYTICS
SOCIAL PARTNERSHIPS
MARKETING
@EvanMWaters #SavageMKTGEvanMWaters.com

Search is Positioned to Notice Trends Quickly
@EvanMWaters #SavageMKTGEvanMWaters.com

SEO Title Testing is a Headache
@EvanMWaters #SavageMKTGEvanMWaters.com

DSA SEO Title Testing Set Up
@EvanMWaters #SavageMKTG
1
2
3
4
5
Maintain segmented DSA campaigns
Select similar performing categories
Change title in test group
Segment DSA search term report by day
Analyze effects
EvanMWaters.com

Product Category Product Category + # Results
Click-Through-Rate
35%
Source: Naspers
@EvanMWaters #SavageMKTGEvanMWaters.com

Testing New Affiliates is a Headache
@EvanMWaters #SavageMKTGEvanMWaters.com

Discover Placements and Pricing with GDN
32%
Google’s Share of
AdSense Revenue
@EvanMWaters #SavageMKTG
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
Example Site
EvanMWaters.com

Landing Page Optimization is a Headache
@EvanMWaters #SavageMKTGEvanMWaters.com

• Amenities
• Square footage
• Lot size
• Year built
• Neighborhood crime
• Local schools
• Nearby businesses
• Commute time
• Natural disaster likelihood
• Price history
• Tax assessment
@EvanMWaters #SavageMKTGEvanMWaters.com

@EvanMWaters #SavageMKTG
BIG PHOTOS
BIG CONVERSION
RATE
EvanMWaters.com

QUESTIONS?
@EvanMWaters #SavageMKTG
@EvanMWaters
evan.waters@naspers.com
linkedin.com/in/evan-waters
EvanMWaters.com

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