maximizing profits through effective search engine … · • how to make google search a success...
TRANSCRIPT
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Maximizing Profits Through Effective Search
Engine Advertising
Optimizing Paid Search with NetSuite
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Speakers:
Jay OJay O’’ConnorConnorVP MarketingNetSuite
Chris ValleChris ValleSenior Manager, SalesGoogle
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Agenda
Why paid search advertising is important
How NetSuite can help improve results
The Perspective from Google: Best Practices and More
Live Demonstration
Q & A
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About NetSuite
Fastest growing software company in the US
Largest integrated Software as a Service customer base: 7,500+
Award winning product
The CPA Technology
Advisor
Technology Marketing
Corporation's
Best Software Service
"Keep an Eye On"
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Ecommerce
Accounting
CRM &Marketing Automation
E-mailCampaigns
Traditional Software ManagementFragmented, complex, costly
Search Engine Marketing
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NetSuite: 3 Big Ideas
Create One System
To Run A Business
Create One System
To Run A Business
Deliver System via Internet
Deliver System via Internet
Deepen Capabilities for
Specific Industries
Deepen Capabilities for
Specific Industries
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Summary (“The Last Slide First”)
Paid search is a “must try” form of marketing
The keys to success:– Iterative testing– Good landing pages…and good website– Closed loop analysis: The ability to measure everything
that’s important, including revenue, profit, ROI
Get someone to run your paid search efforts who is an expert
Make sure you have the right systems in place
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Why Paid Search Marketing Is So Attractive
Allows you to efficiently reach people who are actively looking for the products/services you provide– High quality leads and shorter sales cycle
100% measurability and visibility– IF you do it the right way
Proven as highly effective vehicle in many industries
Can improve ROI and minimize waste– Through testing & measurement, can spend money only on those
keywords that are profitable
Costs little to get going– Can start small and expand after proving results
A great equalizer for small and midsize companies– Can compete on the same field as the big boys
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Google MktgPackage SFA
Package
AccountingPackage
Click Lead Prospect Customer
The “Catch”
To truly perform well with paid search marketing, you need a wayto achieve “closed loop marketing”Traditional systems don’t provide closed loop visibility into paid search…or most other marketing programs
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IntegratedSuite
Click Lead Prospect Customer
NetSuite Provides Closed Loop Marketing:The Holy Grail for Marketers
One integrated system provides complete visibility to effectiveness of all marketing programsSee revenue and ROI for all marketing activities Platform for easy testing and measurement
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Marketing 101
AdjustAdjust MeasureMeasure
PlanPlan ExecuteExecute
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Natural Search
Online Ad
One System, Closed Loop MarketingComplete Reporting From Campaign-to-Revenue
Link to Web Site
Link to Landing Page
Link to Online Form
Profitability by Medium
Profitability by CampaignNew Business by IndustryWin/Loss By CompetitorWin/Loss By Reason
Paid Search
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July, 2006
Chris ValleSenior Manager, Google North America Sales
Google in a Changing Media Landscape
Agenda
• Online and Search Marketing Trends
• Why Google?
• The Google Network
• How to Make Google Search a Success
• Sign Up for Google AdWords
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Online and Search Marketing Trends
Online and Search Marketing Trends
Online and Search Marketing Spend• Online and Search marketing spend continuing to grow strongly
Targeted Media• Targeted Media will be the clear winner in the race for advertising spend
Measurement and Accountability• The level of accountability for all marketing activities is “rising dramatically”• Executives focus on planning and executing marketing campaigns, and
spend less time assessing their performance• Many admit they don’t know how to measure the impact of their online
marketing activities
Source: “The Future of Online Marketing”, Economist Intelligence Unit (Feb 2006)
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The Advertising Industry – Growth By Media
+3.3%Yellow Pages
+5.7%Newspaper
+7.3%Magazine+6.1%
Radio
+25.0%Online
+1.4%Broadcast TV
+7.0%Cable TV
Change in Advertising Spend% Y/Y change, 2005E vs. 2004
• Search: the primary driver of growth in online advertising
Source: Universal McCann (December 2005)
Size and Growth of Search Advertising
Growth of Search, 2000 – 2004
No longer a secret… Search is highly effective at the instant consumers are ready to purchase
Search Advertising Revenue, U.S. ($Billions)
Source: eMarketer, benchmarked vs. IAB/PwC (June 2006)
$109 $299
$927
$2,544
$3,848
$4,715
$0
$1,000
$2,000
$3,000
$4,000
$5,000
2000 2001 2002 2003 2004 2005E$109 $299
$927
$2,544
$3,848
$4,592
$5,670
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
2000 2001 2002 2003 2004 2005 2006E
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Why Google?
Google Value Proposition
Vast reach• Google is the #1 Search Engine in the U.S.
• The Google Network Reaches over 80% of U.S. Internet Users
Flexible targeting & creative• Formats: Text, image, animated image, flash, and click-to-play video
• Targeting: Search Keyword, vertical, site and home-page targeting
• Real-time optimization: Ad units & targeting parameters can change anytime
Budget flexibility• Auction-based model - free from negotiation
• No minimum spend – start/stop at any time
• No advance reservation required
Analytics & reporting• Real-time data – impressions, clicks, conversions
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Google Is Global
Google Internal Data, *Comscore MediaMetrix, January 2006
2 founders
20+ Offices
41 AdWords languages
112 Country Interfaces
>50% searches originate outside the US*
6,790 Googlers worldwide
451,000,000+ Monthly visitors worldwide*
117 Languages
2,000,000,000+ Images indexed
1 Google
8,000,000,000+ Web documents indexed
The Google Network
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The Google Network: Mass Targeted Reach
Active Reach,U.S. Internet Users
Source:Google network 80% reach: comScore Media Metrix (June 2005)
Google #1 U.S. search
engine,including:
The Google Network reaches over 80% of U.S.
Internet users
Search partners,including:
Thousands ofContent
partners,including:
network
Google.com
The Google Network: Mass Targeted Reach
Search Partners: AOL.com
netsuite
Content Partners: SFGate.com
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How to Make Search a Success
Setting Google Campaign Objectives
• Identify your market− Global, National, Regional or Local
• Determine your metrics for success: − Product sales
− Traffic to your website
− Lead generation (registrations)
• Build an Effective Keyword Search Campaign
• Review Performance, Optimize and Relaunch
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Getting the Right Traffic
DON’T:DO:
• Start with a small keyword list and wait to expand it.
• Assume target users are familiar with your brand and product names.
• Assume all target users have the same search tendencies.
• Assume all target users are in the same stage of the buying cycle.
• Create a robust keyword list. You never know what users will respond to.
• Include brand name and product names as keywords.
• Include problem-oriented keywords.
• Include solution-oriented keywords for customers who have a solution in mind, but don’t know what to call it.
Confidence messaging
Clear, prominentconversion
activity
Value proposition: why should I shop here?
Search!
Easy Contact
Enticing product shots
Important info above the fold
Google Users prefer clean, uncluttered design
Landing Page Optimization
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How to set up a Google AdWords Account
Go to Google.com
Google AdWords Link
How to Sign Up for AdWords
Sign Up Now Button
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Live DemoNetSuite in Action
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NetSuite Shows Everything You Need to Optimize Paid Search Marketing
Measure the effectiveness of all your paid search campaigns in real time – even at the keyword level– True closed loop tracking from click to conversion
Identify both successful and problematic keywords and search engines– Reallocate the budget accordingly
Analyze leads, conversion rates, conversion costs, customers, revenue, and ROI by keyword & search engine
Can track results from leads even if purchase is months later…or occurs offline
Can make your keyword marketing much more profitable
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The Closed Loop Keyword Marketing Campaign Process
e.g. ComputersLaptopPrinter Hard DriveKeyboardMouse. . .
1 2 Create Marketing Campaigns with Tracking Tags and Campaign IDs in NetSuite
3 Enter Keywords and Tracking Tags into the Search Engine 4 Website User searching
for a specific product or service
5 Search Engine Advertisement is displayed and Website User “clicks”on the Advertisement
http://www.wolfe.com/products/sbc.shtml?leadsource=g196
6 Specific Page is displayedExample: Lead Form Page
7 Sales Representative Contacts the Lead to work the Lead-to-Prospect and Prospect-to-Customer processes
Lead Generated
Lead-to-Prospect Prospect-to-Customer Reports
Track the Users’ actions back to the specific Search Engine and Keywords
Printer
Prioritize Keyword Success and Re-invest with Knowledge8
• Revenue by Keyword• Leads by Search Engine• Leads by Keyword• Customers by Search Engine• Others
Choose Keywords
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NetSuite Closed Loop Marketing
Marketing Campaign Development– Audience Identification– Campaign Creation– Campaign Execution
Lead & Territory Management– Lead capture– Multi-channel lead source tracking– Territory and distribution management
Results Analysis– Standard reports– Best Practice Reports– Marketing ROI– Dashboards
Plan
Research
+
+ +
+
+++
Execute Campaign
Design Campaign
Measure Performance
Fulfill Offers
Capture, DistributeLeads
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Summary
Paid search is a “must try” form of marketing
The keys to success:– Iterative testing– Good landing pages and website– Ability to measure everything that’s important, including
revenue, profit, ROI
Get someone to run your paid search efforts who is an expert
Make sure you have the right systems in place
© Copyright NetSuite Inc., All Rights Reserved.
Discussion and Q & A