When Search Engines do Search Marketing Search Engine

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?
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Why am I standing here talking?
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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
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No Really, why am I standing here talking?
 Agency guy from way back
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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
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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
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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
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Shopping
Travel
Autos
Broadband
Music
Yahoo! Search Marketing
News
Finance
Answers
Local
Messenger
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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
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Different Business Models, Different Businesses
 Subscription
 Personals
 Music
 Broadband
 Conversion
 Messenger
 Transactional
 YSM
 Domains
 Lead Generation
 Autos
 Shopping
 Travel
 CPM Revenue
 Media
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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
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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
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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
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Thank You
David Roth
Director, Search Engine Marketing
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