Page 1 INSERT LOGO The Latest Trends in Marketing 2007 Page 2 INSERT LOGO Panelist Introductions ? Andy King, founder, Website Optimization & author “ Speed Up Your Site ”? Daniel O'Neil, Alchemist & Lead Analyst, Pure Visibility ? Abbey Beardslee, Sale Planner, /FOX Interactive 深圳电信光纤 Page 3 INSERT LOGO Search Engine Marketing Trends - The Shift to SEO Andy King Page 4 INSERT LOGO SEM to nearly double by 2011 Page 5 INSERT LOGO ????? Why more SEM? Advertising budgets shifting PPC prices rising (Google auto-pilot) More measurable metrics TV, radio, newspapers, yellow pages down panies entering the market Page 6 INSERT LOGO Shift from offline to online marketing Page 7 INSERT LOGO Shift from Traditional to New Media Page 8 INSERT LOGO Shift from PPC to SEO ? PPC/SEO from to from 2007 to 2012 ? PPC costs rising – ~6 times $1+ keywords in Jan. 2007 vs. Jan. 2006 – Ave CPK rose 33% each month in Q1 2006 – Ave CPC rose 55%/month Jan. 2006 to Jan. 2007 DoubleClick, “ DoubleClick Performics 50 – Search Trend Report Q1 2007, ”(New York: DoubleClick Inc., June 2007), 1, ight/research (Nov. 17, 2007). Page 9 INSERT LOGO PPC Costs Rising Over Time “ DoubleClick Performics, “ Q1 2007 Search Trends Report, ” (DoubleClick, 2007), 2. ight/pdfs/. Page 10 INSERT LOGO ????? How to boost ROI? Make ad spend more efficient Optimize PPC campaigns Long term SEO equal to PPC (trend) Optimize everything with web metrics Optimize conversion rates – Web site optimizer (Google) – A/B/C split testing – Test, try, and retest
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