Getting in touch with the right visitors

Costas Mantziaris

Mindworks interactive agency

WhatWhat Search Marketing Search Marketing is notis not

• It’s not something technical. You don’t have to be a great Web Developer or IT Manager to implement Search Marketing

• It’s not very easy to do. It requires knowhow, time, constant testing & patience

• It’s not only about keywords

• You can’t always buy your way up.

• Do it for humans, not (search) engines

Critical MassCritical Mass

Lower Cost Lower Cost / / Visitor Visitor

More Benefits…More Benefits…

• Results that last over time (Results that last over time ( Search Engine Search Engine Optimization)Optimization)

• You can easily setup campaigns & attract You can easily setup campaigns & attract visitors from foreign countriesvisitors from foreign countries

• BrandingBranding

• Accurate Metrics. You know where your Accurate Metrics. You know where your money goesmoney goes

User BehaviourUser Behaviour

• 61 % of users think that search engines are extremely valuable in order to find information related to products or services (Yahoo – OMD 2006)

• 71 % of users think that search engines are an extremely valuable source of information, more valuable than opinions of friend or other sources(AOL/Henley Centre Brand New World research 2004)

• Το 36 % of users believes that companies that appear in the top of search results are actually best at their field/sector(Iprospect – Jupiter Research 2006)

Search Engine Optimization Search Engine Optimization (SEO)(SEO)

How Search Engines WorkHow Search Engines Work

C

Link

INDEX

SEO MethodologySEO Methodology

• Keywords Research & Analysis• Crawlability issues / HTML Optimization• Content Development / Copywriting• Onsite Optimization (body texts, titles,

meta tags etc)• Internal Linking, Navigation, Sitemaps• Link Building Campaigns• eMetrics , Testing & Refinement

Paid Search Marketing (PPC)Paid Search Marketing (PPC)

PPC MethodologyPPC Methodology

• Keywords Research & Analysis• Advertiser Account Creation• Account Structure (Campaigns, Adgroups)

& Targeting• AdTexts Copywriting• Creation & Optimization of Landing Pages• eMetrics , Testing & Refinement

Ξεκινά τη λειτουργία του σαν εταιρία εμπορίας Η/Υ στη Θέρμη Θεσσαλονίκης με ένα μικρό συνοικιακό κατάστημα, πριν 2,5 χρόνια

Το πρώτο website κατασκευάζεται τον Φεβρουάριο του 2005 (e-shop για laptops) και ξεκινά (από τους ιδιοκτήτες) μια ερασιτεχνική καμπάνια PPC (Adwords)

H Mindworks αναλαμβάνει την καμπάνια τον Φεβρουάριο του 2006. Ανακατασκευή website.

Ξεκινά βελτιστοποίηση και παρακολούθηση PPC ενώ από τον Απρίλιο 2006 ξεκινά καμπάνια SEO

O κλάδος των consumer electronics είναι από τους πλέον ανταγωνιστικούς.

Συνδυασμός Paid Search & Search Engine Optimization

Διάρκεια Καμπάνιας: 8 μήνες + τακτική συντήρηση

Long Tail Strategy. 20% από γενικά keywords (1-2 λέξεις) , 80% από εξειδικευμένα (2+ λέξεις)

Προσπάθεια για έμφαση στα Organic Results και σταδιακή μείωση Paid Search

Conversions Rate: ~ 1 %

35.000 visitors -> ~ 350 sales

Adwords Cost for 350 sales: 1.900 euros

Estimated ROI : ~ 800 %

Costas Mantziaris

Mindworks interactive agency