UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESSBill BarnesVP, Business DevelopmentMediative

WHO WE ARE

5

UNDERSTANDINGUSER BEHAVIOR

Search is…

The connection between intent and content

User Behavior

The 5 foundations of Search Marketing:

Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience

User Behavior

The 5 foundations of Search Marketing:

Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience

User Behavior

The 5 foundations of Search Marketing:

Right MessageRight PersonRight PlaceRight TimeRight Experience

User Behavior

Search Behavior: Search Patterns on Major Engines

Google Live Yahoo

Search Behavior: Search Patterns on Major Engines

Source- Eye Tracking II: Enquiro

Search is…

The connection between intent and content

User Behavior

User Behavior

Search is…

The connection between intent and content

Intent = Keywords

“Digital Camera”

Reviews

Consumer Reviews

TestimonialsSLR5 Megapixel

Canon Kodak

Nikon

SonySmall Size Easy to Use

Digital Camera

Semantic Mapping in Search

“until I find you john irving”

Contentmatched

intent

Contentmatched

intent

“until I find you john irving”

Personalized Results

• Organic listings 3, 4 and 5 personalized

• Study of 16 individuals

• Tracked History from a previous session

• Provided listings based both on past clickstream and assumed place in buying funnel

Personalized Results

• Organic listings 3, 4 and 5 personalized

• Study of 16 individuals

• Tracked History from a previous session

• Provided listings based both on past clickstream and assumed place in buying funnel

The Area of Greatest Promise?

% Yes

0%

10%

20%

30%

40%

50%

60%

70%

80%

Would you usethe searchengine tolaunch a

similar query

Would you usethe searchengine for

other queries

Would yourecommend thesearch engine

to a friend

Would youmake the

search engineyour preferredsearch engine

Good Ad Bad Ad

How Important is the Area of Greatest Promise?

Enquiro Microsoft Ad Relevance Test

23

SEO & SEM

Search is…

The connection between intent and content

Intent = Keywords

User Behavior

Keywords

Let’s talk about Spiders

Let’s talk about Spiders

3 Keys to SEO

3 Keys to SEO

1.Content

3 Keys to SEO

1.Content

2.Content

3 Keys to SEO

1.Content

2.Content

3.Content

3 Keys to SEO

1.Content

Create as much as possible

2.Content

Unlock the content you haveShare it with the world through linking

3.Content

Keep creating more

Content is…

• Articles

• Blogs

• Corporate Info

• Images

• Video

• Press Releases

• Podcasts

• Webinars

• Whitepapers

• Microsites

• Promotions

3 Keys to SEM

3 Keys to SEM

1.Test

3 Keys to SEM

1.Test

2.Test

3 Keys to SEM

1.Test

2.Test

3.Test

3 Keys to SEM

1.Test

You’re your targeting

2.Test

Your ad copy and landing pages

3.Test

Keep testing

Paid Search Best Practices

• Understand your target market

• Attract a qualified audience

• Coach the click

• Allow visitors to convert in a way that is natural to them

• Monitor performance to enable continuous improvement

• Write ad copy to match intent

• Use keywords (remember semantic mapping)

• Test different ad copy

• Landing Pages match the ad

Top 10 Mistakes…

• Not understanding intent

• Not using the same language as your target market

• Basic optimization not done (SEO)

• Landing pages too generic or not giving the user what they want.

• No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)

Top 10 Mistakes…

• Broadly defined ad-groups

• Set it and forget mentality

• Focused on click metrics instead of conversion metrics

• Not doing day-parting and geo-targeting

• Big 3 blindness