David Roth, Director Search Engine Marketing, Yahoo!

Download Report

Transcript David Roth, Director Search Engine Marketing, Yahoo!

When Search Engines
do Search Marketing
Search
Engine
Strategies,
San Jose
David Roth
Director, SEM
0
Agenda
 Why does Yahoo! do SEM?
 Different Business, Different Models
 Paid Search, Organic and Affiliate
 Managing Expectations
 Build vs. Buy, or both?
1
Why am I standing here talking?






The Band broke up in 1985
Hate Sammy Hagar
Pursued solo career (Just a Gigolo…)
Got Into Radio
Couldn’t replace Stern
Yahoo! called….something about Panama
2
No Really, why am I standing here talking?
 Agency guy from way back





Paid Inclusion
P4P
SEO
Affiliate marketing
Search within Advertising
 Yahoo has been doing SEM for a while in many Business Units
 Need a central perspective
 Efficiencies
 Best Practices
 Scale
3
Why SEM?
 Everyone knows SEM is the best way to acquire
customers, even if you are a Search Engine
 Yahoo! has extensive Search Marketing
campaigns across the organization that include
paid search, SEO, and Affiliate Marketing
4
SEM Coverage Across the Organization
 Yahoo! is engaged in Search Marketing for a large number of
properties, such as:
 Personals
 Small Business
 Web Hosting
 Domains
 Retail Services











Shopping
Travel
Autos
Broadband
Music
Yahoo! Search Marketing
News
Finance
Answers
Local
Messenger
5
Paid Search, SEO and Affiliate
 ‘Holy Trinity’ of Performance Marketing
 Paid Search: Yahoo! advertises on millions
of keywords across multiple search
engines for all business units
 SEO: Yahoo! maintains SEO guidelines
enforced on all BUs who spend cash on
performance marketing
 Affiliate: Yahoo! has a corporate affiliate
marketing program that works closely with
SEO, SEM.
 Managing SEM/SEO policies for Affiliate
program is important
6
Different Business Models, Different Businesses
 Subscription
 Personals
 Music
 Broadband
 Conversion
 Messenger
 Transactional
 YSM
 Domains
 Lead Generation
 Autos
 Shopping
 Travel
 CPM Revenue
 Media
7
Many Models, One Method
LTV optimization:
 What is the lifetime value of a conversion?
 Subscription
 Referral
 CPM/CPC Revenue
 What is the net present value (NPV) of that
lifetime revenue stream?
 What is the acceptable profit margin on NPV?
 Monthly Scorecard for all Business Units, Channels
8
Managing: Centralize vs. Decentralize
 Business owners know their business
 Search Engine Marketers know SEM
 Managing the tradeoffs
 Adding Centralized Resources
 Maximize efficiency and scale
 Maintain business knowledge
 Manage against a single standard
 Allow budget mobility to incentivize
stakeholders
 Between Channels
 Between Business Units
9
In-House vs. Outsourced
 Yahoo! uses a blend of in-house SEM
Management and agency assistance to
execute SEM across the organization
 SEM Infrastructure exists within Yahoo!
 Yahoo! will continue to leverage agency
relationships to gain industry expertise, time
to market
 Yahoo! has built, and will continue to build,
strategic pieces of SEM infrastructure
10
Thank You
David Roth
Director, Search Engine Marketing
11