Life Science Marketing Getting Above the Din with SEM

The search engine for science PDFs

Life Science Marketing Getting Above the Din with SEM

The search engine for science PDFs

Today’s discussion
What’s Pubget?   What and why of SEM   Going for SEM: Now what?   Conclusions and recommendations
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2 The search engine for science PDFs

Your speakers: Pubget’s SEM Team
Ryan Jones, President   Senior Product Manager, Microsoft Enterprise Search Group   Director, Product Marketing, FAST Search (acquired by Microsoft)   Commonwealth Capital Ventures, BCG, Yankee Group Research   AB Dartmouth; MBA UC Berkeley

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Peter Bless, VP Business Development   Sales Director, WebMD   Director, Nature Publishing Group India   U.S. Sales Manager, Nature Publishing Group   BA Rhode Island College

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What’s Pubget
Each search query pre-fetches content to create a custom-assembled PDF journal      

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Pubget’s connection to science and medicine
5

Most active institutions
In Good Company

… and 200+ others. Customers

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40 of the top 50 USNews Med Schools 71 of the top 100 NIH Grant recipients

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Today’s discussion
What’s Pubget?   What and why of SEM   Going for SEM: Now what?   Conclusions and recommendations
 

6 The search engine for science PDFs

Some definitions
SEM SEO Paid Search Prospect Lead
•  Internet marketing that promotes websites by driving visibility in search engine result pages •  Editing your site or relationship to other sites in order to improve visibility •  Improving visibility in results lists by paid inclusion or ad placement •  Visitor

•  Passes through some qualifying action

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Calculating cost per lead
YMMV The shape varies by product and customer type, landing page Qualifiers could be forms, downloads, or other sign of commitment Your goals determine which layer is most important

   

Consumer Prospects 100

Corporate 100

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Leads

20

50

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Deals

3

5

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The qualitative bang for buck shifted spend to search advertising
Qualitative Media Goals
Awareness Branding Education

Print

Events

Search
Transactional

Email

Source: Forrester 2009 Internet Advertising Forecast, Pubget Analysis

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Life science marketers have been slow to catch the SEM trend

Source: Linus Group: Life Science Company Marketing Survey 2009

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Conflicting trends in SEM resource allocation

Source: Linus Group: Life Science Company Marketing Survey 2009

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Cost per visitor in life science

SEM Cost Per Visitor and Lead Approach Cost per visitor Search ads SEO $8.38 $0.85 Cost per lead $16.76 $1.70

Source: BPA Audits/ Media Kits for Nature, Science, Cell, Biotechniques,, Pubget Analysis Assumes: 0.2% CTR for print and banner, 0.4% CTR for search

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Today’s discussion
What’s Pubget?   What and why of SEM   Going for SEM: Now what?   Conclusions and recommendations
 

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Now What?
The Foundation Components

SEO

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This is MECE—all leads fall into these categories Depending on your current content assets, CPL will vary for each Time to yield is another key determinant Now it is up to you to allocate resources…

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Other leads

Search ads

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SEO
Best Practice
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Example

DPI Content Development
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Cost of uniqueness Presentation Speed Structure Inbound linking

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Content Performance
     

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Content Importance
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Search ads
Best Practice
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Example

Don’t confuse content specificity with audience specificity Consider engagement Other decisions:
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Management overhead Competition

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Other leads
Best Practice
 

Example

Other lead sources outside of SEM are complimentary if the following goals   Timing Targeting   Call to action … are not met with SEO and search ads alone
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17 The search engine for science PDFs

Today’s discussion
What’s Pubget?   What and why of SEM   Going for SEM: Now what?   Conclusions and recommendations
 

18 The search engine for science PDFs

Conclusions and recommendations
Conclusions
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Recommendations
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Spending on SEM expected to double over the next five years Life science marketers are behind web marketers overall Cost per visit or lead is the most concrete way to measure success SEM should be approached in three digestible metric categories

Use CPL as your guide in shifting marketing budgets Set CPL goals and start longest term projects (SEO) first Build a CPL portfolio

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Don’t fall into typical traps: Content as audience, SEO tricks, competitive crowding
The search engine for science PDFs

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