UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS

1. UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESS Bill Barnes VP, Business DevelopmentMediative

3. WHO WE ARE

5. UNDERSTANDINGUSER BEHAVIOR 5

6. User Behavior Search is… The connection between intent and content

7. User Behavior The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

8. User Behavior The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

9. User Behavior The 5 foundations of Search Marketing: Right Message Right Person Right Place Right Time Right Experience

14. Search Behavior: Search Patterns on Major Engines Google Live Yahoo Source- Eye Tracking II: Enquiro

15. User Behavior Search is… The connection between intent and content

16. User Behavior Search is… The connection between intent and content Intent = Keywords

17. Semantic Mapping in Search Consumer Reviews Nikon Reviews 5 Megapixel Testimonials SLR Canon “Digital Camera” Kodak Sony Small Size Easy to Use Digital Camera

18. Digital Camera

20. “until I find you john irving” Contentmatched intent

21. “until I find you john irving” Contentmatched intent

22. Personalized Results • Organic listings 3, 4 and 5 personalized • Study of 16 individuals • Tracked History from a previous session • Provided listings based both on past clickstream and assumed place in buying funnel

23. Personalized Results • Organic listings 3, 4 and 5 personalized • Study of 16 individuals • Tracked History from a previous session • Provided listings based both on past clickstream and assumed place in buying funnel

24. The Area of Greatest Promise?

25. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

26. SEO & SEM 26

27. User Behavior Search is… The connection between intent and content Intent = Keywords

28. Keywords

30. Let’s talk about Spiders

31. 3 Keys to SEO

32. 3 Keys to SEO • Content

33. 3 Keys to SEO • Content • Content

34. 3 Keys to SEO • Content • Content • Content

35. 3 Keys to SEO • Content Create as much as possible • Content Unlock the content you haveShare it with the world through linking • Content Keep creating more

36. Content is… • Articles • Blogs • Corporate Info • Images • Video • Press Releases • Podcasts • Webinars • Whitepapers • Microsites • Promotions

38. 3 Keys to SEM

39. 3 Keys to SEM • Test

40. 3 Keys to SEM • Test • Test

41. 3 Keys to SEM • Test • Test • Test

42. 3 Keys to SEM • Test You’re your targeting • Test Your ad copy and landing pages • Test Keep testing

43. Paid Search Best Practices • Understand your target market • Attract a qualified audience • Coach the click • Allow visitors to convert in a way that is natural to them • Monitor performance to enable continuous improvement • Write ad copy to match intent • Use keywords (remember semantic mapping) • Test different ad copy • Landing Pages match the ad

44. Top 10 Mistakes… • Not understanding intent • Not using the same language as your target market • Basic optimization not done (SEO) • Landing pages too generic or not giving the user what they want. • No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)

45. Top 10 Mistakes… • Broadly defined ad-groups • Set it and forget mentality • Focused on click metrics instead of conversion metrics • Not doing day-parting and geo-targeting • Big 3 blindness