SES – Your Marketing Program in Context
While you can certainly attribute traffic from search, what about conversion? This session will address which search engines convert better, which ones produce more engaged users and which ones drive the most users to niche sites.
Moderator: Dana Todd, Co-founder and Principal, Site Lab International Inc.
Speakers: John Squire, SVP, Product Strategy, General Manger, Search Services, Coremetrics, Robert Heyman, Chief Search Officer, MediaSmith, Isabel Sopoglian, VP of Search Marketing, Cars.com
It’s John Squire of SVP to make the first presentation, he starts off by suggesting how marketing should be conceived, it should be thought of in terms of right visitors and right pages. He emphasizes the need for measurement to check the validity of the decisions we make. Next he deliberates on the considerations you need to make before deciding, how you’re gonna spend the e the marketing money. He gives a couple of figures, out of those who convert, 50% interact with more than 1 ad. Close to 50% click on on a link and then take action. 25% come across 30 channels over a 25 day time period before the conversion takes place. The point to remember is to consider all the influencing factors v/s just the final conversion and think that’s what the cause of conversion is. It’s the multi touch that determines decisions on investment in keyword bids, third parties links, etc. he advises to get a better view of paid search by attribution reports across sessions. It’s also important to find out the groups of low cost per click keywords that lead to sales.
Next it’s Bob’s turn to speak, he suggests that search is something that goes hand in hand with all the other branding tactics, he cites eg of Napster’s Super Bowl spot and how the search figures soared. To observe the link trail till the last click is important, no matter whether it’s a banner advert, email, etc.
Here comes Isabel from search marketing at Cars.com, she says what is it that you consider a as conversion, is it the traffic, the sale, or just the sign up. How worthwhile is your definition of conversion, do you track the keyword levels? Then she moves on the spelling out the types of conversion and what they are, like the internal factors are Keywords, Ad copy, landing page, conversion path, negative keywords, URL blocking. The external she says are traffic quality, click fraud, searcher’s behavior, algorithmic changes, SERP changes, search engine testing. She emphasizes the point with an eg, say impressions increase by 300% for an advert on Yahoo! And the CTRs decreased. When yahoo was asked the reply is results are sometimes out of your hands, and that they’d been running tests.
She then moves on to elaborating more on tracking, suggests what you should be tracking. You should track, your ability to track on keyword level, by search engine, match type, ad copy, landing page version.
And the next is the tactics that lead to conversion are , that you should, only select keywords that are relevant to product, extensive negative keywords, need to use appropriate keyword match types, and don’t mislead searchers with the ad copy, further optimize your landing page and lead path to convert.
She says that there are some advance tactics as well and they are, detect international clicks and demand search engines to block the sources or refund money, block non-performing domains, score traffic quality by source and implement into your bidding, check traffic for click fraud and provide search engine with the evidence. When you judge the conversion data be mindful that the bigger the sample like the quantity of traffic increases the significance to the results.