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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
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Yahoo! Presentation, Confidential - 3. Audience Challenge #1:
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Yahoo! Presentation, Confidential
What is the earliest story you can remember in your life? - 4. 3/24/2011
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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
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Yahoo! Presentation, Confidential - 6. The Point: Being a Great Storyteller Matters in Human
Evolution, as well as Your Careers Evolution
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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
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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
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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
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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
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Yahoo! Presentation, Confidential - 13. The Resulting Strategy
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Yahoo! Presentation, Confidential
Sirius
XM
Category Terms
Satellite Radio
Satellite Radio
Brand Terms
Sirius
XM Radio - 14. The Resulting Strategy
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Yahoo! Presentation, Confidential
Combined Funnel
Category Terms
Brand Terms
Rationale
- Overlap Category Terms = Cost Savings
- 15. Brand Terms Preserved