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