Search Engine Strategy Conf Day 2 - 12/6/2005
Session Notes
Session 1 - B2B Search Engines
This session has the B2B search engine representatives who shared briefly how they operate and their values compared to horizontal search engines.
Chris Sherman, Associate Editor, SearchEngineWatch.com
Mark Cordover, CEO, IT.com
- Consumer pulls instead of push
- Marketing is undergoing a fundamental revolution
- Demo of IT.com
Jeff Coyle, Search Guru, KnowledgeStorm
Jeff.coyle@knowledgestorm.com
- What impact does online content have on your vendor preferences and selections (89% say moderate to major impact)
You need a content strategy
Online content is clearly used and appreciated by the tech researcher
KnowledgeStorm Model
IT directory
Aggregated content from thousands of vendors
Over 2 million visits per month
Network of over 230 sites
Chris Hulse www.business.com
VP Strategic Sales & Business Development
NBC vs. cable TV as Google vs. vertical search
Dan Savage, CEO, SourceTool.com
Scott Virkler, Vice President, Business Development, GlobalSpec, Inc.
Good to find engineering specific detailed product catalog for industrial professionals and buyers
Erin Clift, Vertical Manager, Business & Industrial Markets, Google Inc.
- organize the world's information and make it accessible
- How does Google fit in the B2B?
Google is part of the eco-system when industry professionals and Buyers -> search engines, publishers, vendors’ sites, industry directories and search engines
Session 2 – Landing Page Testing & Tuning
This session looks at ways to test and tweak the landing pages to get that conversion. Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers.
I was so surprised to find out the test result when it comes of some content, arrangement of the web components.
Offermatica (hosted A/B testing and multivariate company)
Matthew Roche, CEO, Offermatica
Below are some interesting testing cases and results.
Owning the message click to close
Best: ad- Bid, word, offer, create
Best: Landing page
Test 1: Elements - free shipping
Test 1: Second Page Element
1. Free shipping (52%)
2. Ink text (2%)
3. Picture (46%)
Test 2:
Which Message was more appealing?
(38%) Indulge yourself
(62%) Hide from your kids
6% Text only
Tub (objects of desire)
45% Woman's face (indulge yourself)
17% Woman in towel (satisfy your dreams
Test 3: Elements
Call out popular searches
Key brands
33% Feedback+ shipping free
What is next?
Continuous champion
Investigate segments
Focus on key brands/items
Target to Ad group and keyword
Any idea is a test!
Category page
74% save $160
26% buy 2 or more and save an additional 10%
Category page optimization
14% Major Dickson’s blend- buy now
86% the world's Finest-browse blends
Lifestyle image/messaging
60% Promotion message
Simple
78% Cross selling on the cart
22% No cross selling on the cart
Call to Action
Strong call, soft slick instruction
Soft call, soft click
x strong call, strong click
strong call, soft click
New customer messaging
low price and easy credit
58% low price and promotion
What reinforced ad won?
Reinforcement - use your computer (better)
Reinforcement - internet fax service
hacker safe logo
54% Red
46% black
Session 3 – Google Print & The Copyright Debate
It was cancelled at the last min