search engine marketing - online pazarlama 3 ocak 2013 epn
DESCRIPTION
Seminar " Search Engine Marketing" (SEM landscape Turkey)TRANSCRIPT
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING “best practices”
Who is Websem?
• 15 years of combined knowledge & experience in SEM
• Fields of expertise: * SEO * SEA (Google AdWords) * Online Marketing & Digital Strategies * Web Analytics & Business Intelligence * Consultancy & training
• Clients in : Benelux, Europe, Asia & USA
SEARCH ENGINE MARKETING “best practices”
Agenda 03/01/2013
• What is Search Engine Marketing• Importance of Display Advertising & AdWords• Video Insights• Importance of SEO (organic results)• Impact Social Media• Facts about the Turkish Ecommerce market
SEARCH ENGINE MARKETING “best practices”
What is ?
“ SEM contains a wide range of different digital channels. The combination of SEO, SEA, Social Media, Display Advertising, Video Marketing can turn a standard marketing strategy into a solid digital asset. ”
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Measuring is Knowing
1) Measure for successes… and failures with Google Analytics 2) Check your rankings, traffic, conversions and other key metrics
3) Focus on the strategies that are providing the best ROI and keep rolling out the content
SEARCH ENGINE MARKETING “best practices”
Importance of Display Advertising
SEARCH ENGINE MARKETING “best practices”
Display ad maximize your reach
SEARCH ENGINE MARKETING “best practices”
Best known channel for Paid Advertisement
Targeted Reach Greater Control Increases traffic Measurable value Useful data for SEO
SEARCH ENGINE MARKETING “best practices”
Google AdWords Dashboard
SEARCH ENGINE MARKETING “best practices”
Digital Ad Spend Growth (Turkey)
SEARCH ENGINE MARKETING “best practices”
Digital Ad Spend Characteristics (Turkey)
SEARCH ENGINE MARKETING “best practices”
Video Insights (Turkey)
Men: 60% vs Women: 40% Monthly Time Spend on Video: 22,5 hrs Video Time 15-17 age : 32,4 hrs
Most popular channels: Youtube, Dailymotion & Izlesene.com
SEARCH ENGINE MARKETING “best practices”
Video Pre roll example
SEARCH ENGINE MARKETING “best practices”
Importance of SEO (organic results)
SEARCH ENGINE MARKETING “best practices”
SEARCH ENGINE MARKETING “best practices”
No direct domination on the web, but longterm authority Keeps the balance between paid and organic search Is supported by Social Media, the evolution of the last decade The majority of web traffic is driven by the major commercial search
engines such as Google or Bing It’s NOT an auction like AdWords (= no cost per click) Less than 25% of users search the 2nd page of search engines
Most intensive process to acquire results 3 Core elements : 1) Website structure
2) Content 3) Link Popularity
SEO is a nice digital investment!
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” Good for SEO & temporary links Pushes the authority of the website Became the most important CRM channel Conversion by conversation It’s a modern transformation of a Call Center Exact match profiling & data research Online Reputation Management Content & Image Sharing made easy
Impact of Social Media!
” 32 million Facebook users
12 million Facebook Mobile users
9 million Twitter users
1 million LinkedIn users
Only 4% of the Internet Users is NOT using Social Media
Facts Social Media in Turkey!
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Facts about the Turkish E-commerce Market
Total E-commerceSpending
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Facts about the Turkish Ecommerce Market
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Online Shoppers in Turkey
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Basket Size in Turkey
” The most purchased products online in Turkey…
Any guesses ???
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How did they found the websites before purchasing?
Search Engines : 32%
Friend referral : 30%
Advertisement : 13%
” Questions?
