Top 5 Paid Search Strategies in a Down

Economy

Jon Lisbin – Principal

206.525.3000

Jonl@pointit.com

• About Us• Macro Economy• Paid Search Economy• 5 Key strategies to stay ahead of the game• Some Q&A

Topics

About Point It!

• Seattle-based Search

Engine Marketing Firm

• 14 team members

• Servicing mid-market

firms and new ventures

• Incorporated April 2002

Our Clients

Macro Economic Impact

•The bull market $10 trillion in shareholder wealth since 2002. •The bear market has wiped out more than $7 trillion in shareholder value.•This bear market is already harsher than most of the 10 bear markets since the 1930s. •People in 2000-02 saw their 401(k)s become 201(k)s, but the impact on their personal lives otherwise was minimal. This time people who have home equity lines and use them to pay for holidays or buy a car are finding that their loan facilities are getting pulled. That affects the way they look at their own spending.

Advertising During a Recession

In a 1980-1985, McGraw-Hill Research’s Laboratory of Advertising Performance reported that b2b firms that maintained or increased their advertising expenditure during the 1981-1982 recession averaged significantly higher sales growth, both during the economic downturn and three years following, than those that eliminated or decreased advertising.

Advertising During a Recession

A recessionary market can provide an opportunity for businesses to build a

greater share of market through aggressive advertising. This according to The Strategic Planning Institute of

Cambridge, MA. Correspondingly, businesses that reduce media expenditures suffer loss of market share. It was demonstrated that aggressive businesses can accomplish these gains through greater expenditures without reducing short-term profitability.

Are Marketers Cutting Back in a Down Economy?

• Advertising spending on “new media” does not decline during or after a recession, it just grows more slowly.

• eMarketer estimated in August 2008 that online ad spending would reach $24.9 billion this year, down slightly from its March forecast. That still represents 17.4% growth over 2007.

Where are Online Marketing Dollars Going?

Approximate Customer Acquisition Costs

Across Various Channels

$8.50

$20.00

$50.00

$60.00

$70.00

$-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

Search Yellow Pages Online

Display Ads

Email Direct Mail

Where are Online Marketing Dollars Going?

The number of US Searches has grown steadily, with Google outpacing the market.

Industry Economic Picture

Industry Economic Picture

1. Ad Copy – Changing tactics to meet the market 2. Keywords – Increasing Efficiency with less $3. SEO & PPC – Synchronize your efforts4. Web Analytics – More insights for you and top

management5. After the Click – Build a better mouse trap!

Top 5 Strategies in a down economy

• Reconsider calls to action and copy points.– Price consciousness in. Conspicuous consumption is out.– Clear benefits and messaging is in. Fluff & spin is out. – Free and easy escapism is in. Complex is out.

• Stand out from the crowd!– Emphasize value and demonstrate it.– Differentiate from competitive ads

#1 - Ad Copy

72% of Retail Consumers would seek Free Shipping

Ad Copy

• In a weakened economy, marketers looking for best ROI• Search proves to be far more effective than other forms

of marketing.• Combine SEM strategy that includes SEO and PPC.• Online study commissioned by Google and conducted by

Enquiro research there is a 16% increase in unaided brand recall by having a brand presence in both the top sponsored and top organic listings of a SERP.

# 2 - SEO/PPC Syncing

#3 - SEO/PPC Syncing

• Cut the tail

• Control your ego• Review of negative keywords• Daypart analysis for B2B sites

#4 - Keyword Strategies

Keywords

1400

6229

Converted

Non Convert

Cutting the tailMajority of keywords did not convert in past 6 months

Equaling 6% of total ad spend.

Cost

94%

6%

Converted

Non Convert

• Now’s the time to test out those new Landing Pages.• Utilize Google LP Optimizer, it’s free.• Set up your goals in Google Analytics• Review click stream behavior.

# 5 - After The Click

Site Overlay

Google LP Optimizer

Segmentation

Goal Tracking

Web Search Volume

Salesforce Integration

Key Take Aways

• Economy is your opportunity to grab market share• The recession is accelerating the shift from traditional to

online.• Look at your SEM program as a system • Write ad copy to help you stand out and offer value.• Synchronize your SEM efforts• Carefully review your keyword tactics• Use analytics tools to

– demonstrate success to the C-Level– Improve post click performance.

Jon Lisbin – Principal

206.525.3000

Jonl@pointit.com

Top 5 Paid Search Strategies in a Down

Economy