Search Engines and the Search Engine Landscape February
Search Engines and the Search Engine Landscape February 23, 2016
Search Engine Marketing A search engine is simply an online index of information accessible by a question or a query. Results are categorized by the relevance or the relationship to a user’s question or query. Google, the world’s most popular search engine, is one of the most trusted resources of information for just about any topic. Other major search engines include Yahoo and Bing.
Search Engine Share of Traffic Google Global: 66. 04%
Today’s online marketplace 82% of US online adults research products & services before buying. 1 7 out of 10 Internet users reported that they preferred to use the websites of insurance providers – more than any other source – to review product offerings and prices. 2 When Gina searches for insurance, will your local agency appear? 1 Forrester: Role of Digital in the Path to Purchase 2012 2 Accenture Insurance Survey, 2013
Organic, Local Listings, and Paid Sections 1 1 2 Paid Listings (SEM) Paid inclusion. Keyword bidding strategy for competitive placement and maximum visibility. Local Listings (LLM) Relevance by Proximity. Position is determined by proximity to searcher or searcher’s intent and categorical relevance. Listing Accuracy is crucial. Listings (SEO) 3 Organic Contextual Relevance to 2 3 the search query determines position. Landing pages with local categorically relevant content and local visibility is essential to success.
Keyword Bidding Page 6
Auction format In a traditional auction: • Pay only when you receive a click • Pay just enough to beat the competition • Engage in bidding war
Cost Per Click • CPC = Cost Per Click • Pay only when an ad is clicked • Improving ad quality and adding ad formats influence a lower CPC • Insurance is the #1 most expensive term on Google • Avg. CPC for AFI Agent SEM = $12. 68 Source: Wordstream. com
Ad Position • • Ad position is also determined by Ad Rank is recalculated each time an ad is eligible to appear Ads can appear on the top of a search results page, or at the bottom of the page Avg. Position of AFI Agent SEM program = 2 nd – 3 rd 1 2 3 4
Targeting Geography Based on relevance to advertiser and reach Campaign targeting and geo modified terms Landing Pages Networks Choosing the right mix of advertising networks Highly relevant to focus Clear and concise content Keywords Strong calls to action Search volume Relevant to site and focus Day Parting Run ads during hours of operation Target Days of week with higher conversions
How Current Agent Programs Work Page 11
How the Program Works Our Search programs are… • Based on a highly-analytical, research-oriented strategic approach to local lead generation through customized search engine marketing while adapting to the searcher’s behavior. • Carefully measured to ensure proper execution and optimization. We even offer transparency and insight into performance at every level. • Designed to meet individual business goals and KPIs while building upon a foundation of category related performance data. Our analysts are responsible for… • Identifying local market opportunity • Campaign creation including: keyword selection, generating ad content, geographic targeting, and local ad extensions • Ongoing Campaign Optimization including: bid management, competitive analysis, content optimization, and engagement tracking • Evaluating Campaign performance • Reporting against KPIs and metrics of success
Market Selection • Plot agent locations • Map markets based on cities with higher traffic volume and higher concentration of agents • Factors determining market segments: • Level of competition • Trade areas • Traffic volume and opportunity for conversions
Agent Grouping • Agents are grouped first by market • Within each market we determine Local Service Areas (LSA) • LSAs create hyperlocal engagement opportunity mirroring search behavior (people looking for an agent near them)
Market Level Strategy Optimization in response to industry data • Keyword Selection • Ad copy • Content Optimization for particular market performance • Market level traffic volume • Market level KPIs • CPC • CTR • CTL Optimization for specific agent performance • Agent lead volume • Quality of leads • Type of lead
Landing Pages • Landing pages align with market • Contain details of types of insurance • Hyperlocal Content appeals to searches • High Quality Scores • On average, Less than 2% click links to agent sites or corp site. Majority of users are converting directly from these pages. • Program Average Click to Lead rate around 40% • Program Average Cost Per Lead $34. 20
Search click-thru path 1. User clicks on an ad from a search engine request 2. User is directed to the market specific page 3. User will choose an agent serving their location 4. User is directed to the agent page for more information
Reports Online Activity reports emailed monthly
Thank You Ella Mc. Guire 937. 297. 2726 ella. mcguire@berrynetwork. com Adam Johnson 937. 297. 2768 adam. johnson@berrynetwork. com Kathy Campbell 937. 297. 2630 kathy. campbell@berrynetwork. com
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