Transcript Enquisite Search Metrics presentation

An Integrated Approach
SEM and SEO Solutions
Agenda
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Company Overview
Why enquisite?
Case Example
SEM/SEO Life Cycle Management
This document and information is confidential and proprietary.
No distribution without written permission of Metamend.
© Metamend Software & Design Ltd., 2006.
Metamend Inc.
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Founded in 1998
SEO clients in over 60 countries
Recognized by Microsoft as the World Leader
Focused – SEO and SEM Marketing
Successful – clients rank at or near the top for
relevant queries
• All about customers, not traffic
• Delivers ROI
Why enquisite?
• Today - no tools to accurately track search
performance
– Active query method violates search engines’ “Terms of Use”
– Market trend statistics are typically samples or based on limited
data
• Tomorrow - enquisite
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100% accurate & complies with search engines’ “Terms of Use”
Marketers will be able to easily & accurately measure campaigns
Marketers will be able to provide clients with exact results
Market trend reports will be based on scientific, comprehensive
data samples
Organic Search Drivers
• Search marketing will
continue growing rapidly
because it works
• The opportunity in
organic search is much
greater than pay-per-click
• 88% of search traffic is
organic, only 12% is pay
per click
Average Customer Acquisition Cost (Piper Jaffray)
80
70
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$ 40
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10
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Low
High
Search
Yellow
Pages
E-Mail
Direct Mail
First Time Visits
• Critical to get first time
visitors’ attention, & then
have them bookmark
• Organic search drives
10x more qualified
customers than PPC
• Understanding organic
search traffic & user
intent is enquisite‘s
analytics
Organic 73%
PPC 10%
Other 17%
Curing the Pain
• Mainstream marketers are in early adopter stage; they need to
measure results
• Pay per click is more easily budgeted and measured according to
conventional marketing ROI requirements (i.e. click = small
payment)
• Marketers want to include organic search in their online marketing
campaigns, but objective metrics for measuring organic search have
been non-existent to date, and this has hindered broad adoption of
organic search campaigns
enquisite solves this problem!
SEM Space
Case Study - Pharmaceutical
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Pharmas sell molecules to government agencies that do final distribution
Pharmas have poor knowledge of how drugs are distributed and what other
diseases are being treated in communities
This marketing predicament leads to broad, untargeted promotions, resulting in
costly and inaccurate campaigns
Pharmas contract market studies at a cost of $25K per community of 75,000
people to discover consumer demands, but by regulation they are limited to
gathering very general info
When people are ill they almost always turn to the web to attempt self-diagnosis
Medical sites are predominantly online pharmacies and resource sites. Both these
groups are highly motivated, for different reasons. enquisite allows these groups
to understand their stakeholder bases, and improve online marketing campaigns
Aggregating data from these sites allows enquisite to prepare highly detailed
market studies on every community – a very healthy revenue opportunity, which
also has a direct consumer benefit – get the proper treatments faster from your MD
Pharmaceutical corporations planning
targeted promotional campaigns
Case Study – Pharmaceutical
Features
Benefits
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Phrase comparison between
engines
Geographic location to ZIP level
Search volumes and activity
Compare against industry
Track all internal products
Track keywords
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Tune campaigns to communities
Demographic breakout to any
level
Greatly reduce study costs
Track results of specific
campaigns
Track effectiveness of campaigns
Understand trends in diff regions
Compare internal product perform
Discover where different diseases
occur, and identify environmental
factors
SEM/SEO Life Cycle
Analytics & Services - Integration
enquisite β Screenshot 1
enquisite β Screenshot 2
Questions?
This document and information is confidential and proprietary.
No distribution without written permission of Metamend.
© Metamend Software & Design Ltd., 2006.