MIMA Summit 2012
SoLoMo Tactics - Tracking & Case Studies
October 2012
Search Engine Watch Articles
http://searchenginewatch.com/author/1876/jon-schepke
• Businesses need to maximize Social, Local Search, and Mobile at the location level
• Google+ Best Practices
• Mobile Ad Networks
• How do you plan your digital roadmap?
SoLoMo Perspective – it’s all connected!
• Half of all search queries coming from smartphones have local intent. That translates into many billions of local searches from mobile devices in 2012 (well over 20 billion).
• In addition to browser-based local search there’s a huge volume of local queries coming through apps, where mobile consumers spend roughly 80% of their time (Nielsen). !
SoLoMo – Converged Media
Changing Marketplace
5"
The Apple Facts
Total iPhone Users:
• 240 Million sold worldwide through Q2 2012
– This number does not include other mobile iOS devices such as the iPad or iTouch)
• iPhone 5 launched on Sept. 21st, 2012
• Anticipating 200 million iPhones to sell over the next four quarters
iOS 6:
• Launched on Sept 19, 2012
• As with previous operating systems, eventually all users will be required to update in order to use their Apple mobile device.
• Sources: i2Go / Greg Sterling
Apple Maps
Apple Maps App:
• Launched with iOS 6
• Similar features as Google Maps
• The biggest difference is where location data is pulled.
Apple Maps Business Location Data:
• The primary data sources for basic business information are Localeze & Yelp.
– Yelp Enhanced Listing ???
– http://www.yelp.com/advertise/national/enhanced
Apple’s Search Engine: Siri
8"
Tactics For Siri Search
9"
Include KEYWORDS About Your Business
Be SPECIFIC about your products and services This is SEO
101, if you sell shirts, do you sell t-shirts, blouses
and what designers?
DATA INTEGRITY Every detail about your business must
be consistent across directories
(this means accurate)
OPTIMIZE Your Business The higher your ranking on the search engines, the
better chances of Siri locating your business
during search
Siri’s Reviews System: REVIEWS COUNT
Siri uses a ranking system based on business reviews when deciding
what to give the consumer
Create a
MOBILE OPTIMIZED SITE Siri likes mobile
sites!
Current Brand Pain Points
Difficulty of managing multiple local store fronts
individually while keeping brand strategy
consistent
Building and maintaining data
integrity: accuracy, no duplicates,
creating citations
Constant change of local and social
search tactics driven by the Search Engines
and Social Giants (ie: Google, Facebook,
etc.)
Lack of SEO or local optimization
efforts for all devices and systems=poor
local rankings
Examples of Local Websites
Local Websites
Distribution
Social Media
Review Sites
Local Mobile
Local Search
yp .com
Technology Solutions: Marketing Automation
G+ Local
Social Signals and Search
@JonSchepke"
Goodbye Google Places Hello Google+ Local
14"
Google wants to better understand a searchers interests
and how we share information across the web so…
15"
How will they gather this information?
Enter Google+ and social signals
16"
Google+ Your World • Personalized SERPS (Search Engine Results Page)
17"
Search results now display personalized results from those within the searchers Google+ circles!
Google+ Optimization Learning's
• Larger Google+ circles = greater visibility through personalized search results
• When activity from social circles or +1’s are displayed next to an organic listing, click through rates (CTR) have been shown to improve by 10%-20%
• When +1 activity is displayed next to paid search ads CTR have improved by 5%-10% according to Google
18"
Google+ Enhanced Ads
19"
Link your Google+ Page to your Google adwords account and Google will show endorsements for your business in the form of +1s"
Google+ Enhanced Ads have been shown to boost click through rates by 5% to 10%"
Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012 http://mashable.com/2012/03/06/google-plus-ads/ Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php
Google+ Enhanced Display Ad!
Google+ Enhanced Search Ad!
Setting Up Google+ Enhanced Ads
20"
Setting up Google+ Enhanced Ads is relatively easy. Click “New Extension”"
Once you have attached your G+ account you will be able to add the +1 feature to your ads through the Ad Extension tab.!
Google+ & Rankings!!!
• Increasing the number of Google+ Business Page followers yielded the biggest change in ranking position according to the “Testing Social Signals” study
• Increasing Google +1 votes observed the 2nd largest ranking position change
21"
The Upcoming Merge
Google+ Local
Google+ Business
22"
Fully Integrated Page
Google+ Local pages will have the same social capabilities as a Google+ business page such as hangouts, sharing to circles, photos, videos, wall posts, and more.
23"
Once Merged Your Google+ Local Page will no longer operate like a static listing…
Actively managing and updating your Google+ Local page will
become increasingly important for your Google+ Local page to
rank high in organic search results
24"
To Verify Your Business As Part Of The Merge: Check out our blog post: http://www.simpartners.com/how-to-merge-google-local-and-google-business-pages/
To Verify Your Business As Part Of The Merge: Check out the Google+ Business/Local Merge Verification Process
Why Verify ???
27"
• Verified pages let users know they have come to the right place.
• Verified pages receive higher rankings in search results than non verified pages.
• Only verified pages can be considered for the “Google+ Box”.
• Verifying your pages allows Google to establish a clear connection between your G+ page and your web site.
Facebook Advertising
Sponsored Stories
@JonSchepke"
Facebook Sponsored Stories
• Sponsored Stories are about your Friends’ and Pages’ activities on Facebook
• An organization has paid to show the activity as a Sponsored Story so there’s a better chance someone engages with the content
• A Sponsored Story can be created when someone: – Likes a Page – Likes or comments on a Page’s post – RSVPs to a Page’s event – Votes on a Page’s question – Checks in to a place – Uses an app or plays a game – Likes or shares a website
29"Handwrite for web search on mobile phones and tablets.
Sponsored Stories – Facebook Dashboard
Sponsored Posts Campaign
• 3 Week Campaign
– 3.65% Social CTR
– 4,619 Clicks
– 9,752 Actions
– Small investment
• Significant increase in people talking about the SIM Partners page & viral activity
Social is all about engaging content!
@JonSchepke"
Facebook will improve the tools… marketers are responsible for the content!
Tap into the Zeitgeist!
Track what’s trending on Twitter
IF WE WERE SMART, WE WOULD HAVE. . .
Facebook Key Takeaways
• Focus on engagement rather than just likes
– CREATE ENGAGING CONTENT!!!
• Social media drives discovery of content that can influence transactions and sharing
• Social media and content are influencers that drive search queries
• KPI’s – hybrid between CPC (Search / “Direct Response”) & CPM (Display / “Branding”)
• Implement tools & technologies that allow you to track “cross channel attribution”, so social gets credit!
36"
Bid Management technology Kenshoo Platform (Local & Social PPC)
37"
What Impact Do Localized Ads Have On Engagement?
Paid Search
• Ads containing a geo-modifier perform between 5% to 20% better than comparable ads without location.
Social (Facebook)
• Ads can increase by 2X when a city name is included in the ad.
Display
• Localized display ads have seen a 70% lift in CTRs.
Mobile
• Similar to social ads, mobile ads can see a CTR of 2X for localized ads.
38"
Keyword Bid Optimization
Kenshoo Local:
Multi Channel Attribution
3rd Party Integrations
Advanced Search Keyword Tool Dimensions
Custom Bid Algorithms
Reporting Dashboard
Path to Conversion
Support & Training
Cross-Profile Advanced Search
Campaign Templates
Hyper-Local Geo Targeting
Budget Management & Reallocation
Objectives Management
Call Conversion Optimization
Google+ Local/Locations
Integration
Traffic/Budget Estimator
Co-Branded Gateway Interface
SMB/Reseller Support
Session Worksheet
www.simpartners.com/mima
Feel free to download our Google+ Local eBook at: http://www.simpartners.com/our-work/resource-center/
@JonSchepke"
Thank You! Jon Schepke President & Founder SIM Partners [email protected] @JonSchepke
@JonSchepke"