Search Engine Marketing - Online Pazarlama 3 Ocak 2013 EPN
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Search engine marketing (SEM) involves a combination of SEO, SEA, social media, display advertising, and video marketing. It is important to measure successes and failures with tools like Google Analytics to focus on the most effective strategies. Display advertising maximizes reach and is the best known paid advertising channel, while SEO provides long-term authority through organic search results. Social media supports SEO and is now the most important customer relationship channel. The Turkish e-commerce market is growing, with online shoppers finding websites mostly through search engines and friend referrals.
Search Engine Marketing - Online Pazarlama 3 Ocak 2013 EPN
- 2. Who is Websem? 15 years of combined knowledge & experience in SEM Fields of expertise: SEARCH ENGINE MARKETING * SEO * SEA (Google AdWords) best practices * Online Marketing & Digital Strategies * Web Analytics & Business Intelligence * Consultancy & training Clients in : Benelux, Europe, Asia & USA
- 3. Agenda 03/01/2013 What is Search Engine Marketing SEARCH ENGINEAdvertising & AdWords Importance of Display MARKETING Video Insights practices best Importance of SEO (organic results) Impact Social Media Facts about the Turkish Ecommerce market
- 4. What is ? SEARCH ENGINE MARKETING best practices SEM contains a wide range of different digital channels. The combination of SEO, SEA, Social Media, Display Advertising, Video Marketing can turn a standard marketing strategy into a solid digital asset.
- 5. Measuring is Knowing 1) Measure for successes and failures with Google Analytics 2) Check your rankings, traffic, conversions and other key metrics 3) Focus on the strategies that are providing the best ROI and keep rolling out the content
- 6. Importance of Display Advertising SEARCH ENGINE MARKETING best practices
- 7. Display ad maximize your reach SEARCH ENGINE MARKETING best practices
- 8. Best known channel for Paid Advertisement SEARCH ENGINE MARKETING Targeted Reach best practices Control Greater Increases traffic Measurable value Useful data for SEO
- 9. Google AdWords Dashboard SEARCH ENGINE MARKETING best practices
- 10. Digital Ad Spend Growth (Turkey) SEARCH ENGINE MARKETING best practices
- 11. Digital Ad Spend Characteristics (Turkey) SEARCH ENGINE MARKETING best practices
- 12. Video Insights (Turkey) Men: 60% vs Women: 40% SEARCH ENGINE MARKETING Monthly Time Spend on Video: 22,5 hrs Video Time 15-17 age : 32,4 hrs best practices Most popular channels: Youtube, Dailymotion & Izlesene.com
- 13. Video Pre roll example SEARCH ENGINE MARKETING best practices
- 14. SEARCH ENGINE MARKETING best practices Importance of SEO (organic results)
- 15. SEARCH ENGINE MARKETING best practices
- 16. SEO is a nice digital investment! No direct domination on the web, but longterm authority Keeps the balance between paid and organic search SEARCH ENGINE MARKETING Is supported by Social Media, the evolution of the last decade practices The majority of web traffic is driven by the major commercial search best engines such as Google or Bing Its NOT an auction like AdWords (= no cost per click) Less than 25% of users search the 2nd page of search engines Most intensive process to acquire results 3 Core elements : 1) Website structure 2) Content 3) Link Popularity
- 20. Impact of Social Media! Good for SEO & temporary links Pushes the authority of the website Became the most important CRM channel Conversion by conversation Its a modern transformation of a Call Center Exact match profiling & data research Online Reputation Management Content & Image Sharing made easy
- 21. Facts Social Media in Turkey! 32 million Facebook users 12 million Facebook Mobile users 9 million Twitter users 1 million LinkedIn users Only 4% of the Internet Users is NOT using Social Media
- 23. Facts about the Turkish E-commerce Market Total E-commerce Spending
- 24. Facts about the Turkish Ecommerce Market
- 25. Online Shoppers in Turkey
- 26. Basket Size in Turkey
- 27. The most purchased products online in Turkey Any guesses ???
- 29. How did they found the websites before purchasing? Search Engines : 32% Friend referral : 30% Advertisement : 13%