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Transcript of Paid search strategy

  • 1. Paid Search Strategy
    Presented by Buck Dossey
    3/26/2011
  • 2. 30 Second Intro
    Name: Buck Dossey
    Home town: Houston, Texas
    Spent 3 years at Resolution Media developing paid search strategy
    6 years in online media (IAC, Match.com, Yahoo!)
    Total Computer Nerd: I love writing code and developing websites in my spare time.
    I also love Pivot Tables.
    Burnt Orange Blood
    3/24/2011
    2
    Yahoo! Presentation, Confidential
  • 3. Audience Challenge #1:
    3/24/2011
    3
    Yahoo! Presentation, Confidential
    What is the earliest story you can remember in your life?
  • 4. 3/24/2011
    4
    Yahoo! Presentation, Confidential
    My Favorite line I remember:
    "'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"
  • 5. Remembered Without Any Help at All
    3/24/2011
    5
    Yahoo! Presentation, Confidential
  • 6. The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Careers Evolution
    3/24/2011
    6
    Yahoo! Presentation, Confidential
  • 7. Audience Challenge #2:Whats the Best Way to Start a Fight at an Ad Agency?
    Ask what the difference is between Strategy and Tactics.
  • 8. Strategy = Why
    3/24/2011
    8
    Yahoo! Presentation, Confidential
    Tactics = How
  • 9. 3/24/2011
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    Yahoo! Presentation, Confidential
    Success in Paid Search means your client has already approved your strategy.
    The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.
  • 10. 3/24/2011
    10
    Yahoo! Presentation, Confidential
    If you want to have a good strategy, you first have to figure out what your story is.
  • 11. Client Challenge: Sirius XM
    High Seasonality 90% in 6 Weeks
    Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy
    Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands
    3/24/2011
    11
    Yahoo! Presentation, Confidential
  • 12. Strategy Development Process
    Independent Research
    White board Findings
    Idea Pen
    Good ideas stand the test of scrutiny
    Develop a Visual Hook that Represents the Best of Group Ideas
    3/24/2011
    12
    Yahoo! Presentation, Confidential
  • 13. The Resulting Strategy
    3/24/2011
    13
    Yahoo! Presentation, Confidential
    Sirius
    XM
    Category Terms
    Satellite Radio
    Satellite Radio
    Brand Terms
    Sirius
    XM Radio
  • 14. The Resulting Strategy
    3/24/2011
    14
    Yahoo! Presentation, Confidential
    Combined Funnel
    Category Terms
    Brand Terms
    Rationale
    • Overlap Category Terms = Cost Savings
    • 15. Brand Terms Preserved