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Improve your SEM campaigns: Webcast Guide

Tis guide ofers valuable tips that can help search engine marketing (SEM) managers

improve their campaigns. SEM managers tend to nd complexity interesting, and they

especially love the complexity o online marketing. But it’s also important not to orget to

look at marketing undamentals. Tis guide introduces those undamentals in a way that lets

SEM managers use them to their best advantage. As marketers, you will learn several

techniques or action items that you can implement immediately. Ideally, one or more o

these actions will make a signicant diference to your marketing ROI.

Use oundational metricsUsing oundational metrics is perhaps the most strategic element o any SEM strategy. esting is particularly

important because the wrong metrics will very likely produce skewed or inaccurate results. First, be sure that

you are measuring the right things. For example, evaluating each lead-generation input based on the number

o closed sales (or even the dollar value o closed sales) is better than simply measuring the number o leads

generated. he most valuable inputs are those that lead to the greatest dollar value o closed sales, not

necessarily those that generate the most leads.

Analyze the right metrics

Many people manage their campaigns to a cost-per-lead metric and leave it at that.

SEM managers have access to lots o data and metrics, but they need to keep their overall goals clearly in mind

when studying them. his can be diicult, because it’s easy to get so buried in the complexities o the business

and the data that high-level goals get lost in the weeds.

Vintage ub and Bath uses Omniture® SearchCenter® to simpliy many o its search marketing challenges. he

Vintage ub website has over 90 action sets that look at various metrics, including return on ad spend, product

views, and total lietime value o keywords. Although detailed indings are ascinating, the most important thing is

how much proit a campaign generates. hereore, marketers need to stop ocusing so intently on the intricacies o

their metrics, especially top-line revenue and return on ad spend, because these two metrics can be misleading. In

act, there are times when top-line revenue and return rates are lower, but proit has actually gone up.

Eleven ips You Can Use oday

to Improve Your SEM CampaignsPresented jointly by:

Ben Brutsch

Adobe

Mike Deckman

Vintage Tub and Bath



2Improve your SEM campaigns: Webcast Guide

Omniture SearchCenter oers an intuitive interace or search campaign management and a tool called the

COGS VISA rule, which helps calculate gross proit minus cost o goods sold (COGS). With the help o

Omniture SearchCenter, Vintage ub looks at several areas to determine whether a campaign has been

eective. op-line revenue shows how many orders were generated, but this number doesn’t tell the whole

story. aking out COGS can decrease top-line revenue considerably.

Additionally, Internet sales have other costs associated with them, such as credit card processing, shipping, and

sales-related processes. Proit drops even urther ater these costs are taken out, and what’s let is the proit

plus the cost o ad spend. Since, none o these costs are noted in top-line revenue, SEM managers should ocus

on the metrics that matter most to their business.

Each component o an SEM account can be reviewed independently to calculate net proit, starting with the

campaign, then each ad group, and inally each keyword. How much net revenue does each component yield?

Looking at marketing spend rom that perspective changes the way you look at all uture marketing

campaigns.

Keep test data cleanEach part o an SEM campaign is connected to every other part, so a change in one area aects everything. For

instance, click-through rates are impacted by average position, ad copy, competitor ad copy, use o keywords in

search titles, and other actors. Some marketers have even ound an inverse correlation between volume o

impression and click-through rate.

Everything Within Your SEM Campaign is Connected

Establish your success metricsbefore you conduct tests.

Make sure you test oneelement at a time.

Knowing these nuances o the relationship o various aspects o a campaign is important because it lets

marketers test the things that might be impacting the click-through rate or “dirtying” the data. Beore doing a

test, you should answer these important questions:

• What is the overall goal o the campaign? Why is this test taking place?

• What are the success metrics? What are the things that diferentiate a successul campaign rom a less

successul one?

• Which external inuences could potentially impact the desired efect? For instance, would the click-through

rate see greater efect rom a change in average position or impression surge?

• How might the test afect other areas o the campaign that shouldn’t be afected? Running a test can have a

positive or negative impact on some other area.

Small changes can have a broad impact. Because SEM components are interrelated, success in one area can

lead to even greater success in another. It is important that SEM managers are aware o the way elements can

aect one another in their campaigns so that the inluence o any change can be accurately measured. Also,

make sure that only one element is tested at a time.

Ultimately, the most

important metric is net

proftability, and SEM

managers can delve even

deeper into these results.




Be Comprehensive in Your Keyword Analysis

“Clawfoot tub” “Vintage tub” “Clawfoot tub faucet”

Ignored in Last

Source A ribution

For instance, Vintage ub’s site gets visitors looking or a particular product, but there might be a lag between

the initial visit and the actual order while they check out other sites and compare prices. Eventually, they come

back to Vintage ub and make their purchase.

In this scenario, last-click reports would show that customers were only buying based on that speciic keyword.

But in act, other keywords had brought them to the site, so it’s important to consider the impact o those other

keywords. It might be useul to allocate revenue attribution to each keyword to igure out how proitable each

one actually is. his helps marketers know which keywords or products might increase sales o other products,

and thus keeps them rom lowering a position that should stay as high as possible.

Keep in mind, however, that SEM managers have trouble assigning view attribution because they have no way

to track views, so this scenario applies to users who click the ads beore buying. Without advanced tools like

Omniture SearchCenter, marketers can be limited in the data used to evaluate their eectiveness. For example,

inormation provided by I might be limited to irst touch or last touch, whereas Omniture enables analysis

based on multiple data points and inputs to better understand the actors that contribute to success.

KeywordsMany keyword techniques have implications or keyword list building, but that is not their primary purpose.

Become your customer

Question: What does the term“bid management” mean?

Question: What does theterm “window” mean?

Marketers sometimes all

into the trap o looking at

each keyword individu-

ally, but keywords work

in conjunction with one

another as people click

on multiple ads.




Marketers must irst get to know their customers and experience what they experience. For example, when SEM

managers use the term “bid management sotware,” they are typically thinking o tools like Omniture SearchCenter

that help them optimize bids on PPC SEM campaigns. But others might use that same term to look or something

completely unrelated (or example, bid management as it relates to construction). When managers don’t take the

time to know their customers, companies end up competing or clicks with unrelated businesses.

o mitigate this, never bid on a keyword until you have irst queried that keyword in the search engine and

have previewed the irst page o listings. Even i you have hundreds o keywords to review, you need to know

what kind o results come up. It can take a long time to do this, but it saves a lot o time in the end, and it

decreases unintended competition. his is especially true when it comes to organic listings. By knowing which

meta tags are coming rom the listings, marketers can ind keywords they might have never thought about,

which in turn can help with list building.

Match typesMatch types can be classiied in a number o ways, but one rule o thumb to ollow is related to broad match.

Generally, broad match keywords should either be used or the company’s brand, or they should be used on a

temporary basis. Broad matches should not be the crux o the keyword list, because they can sometimes catch

a lot o unnecessary matches.

Using Omniture, you can start with broad matches to see what was actually searched or, then exact-match the

words that drove appropriate clicks, and negative match the others that didn’t. Ater several iterations, you can

remove the broad match because you have all the exact queries you need. With this approach, instead o a net

to catch ish, you are using a spear, catching the exact ish you want and paying less in the process.

Use “Match Types” to Reine Campaigns

Don’t rely on broad match.

Pay less for the exact sh you want.

When visitors clicked on your ad, what did they irst type into the search engine? hey might have been

matched to the ad, but that ad might not it what they were looking or. A tool like Omniture SearchCenter can

run a paid query report that breaks down all queries resulting in click-throughs. Log iles might have that

inormation as well.

When the exact query list is in place, divide it into two groups: those in which the company should show up

and those in which it shouldn’t. For the phrases where it should, do an exact match in the campaign. For thosewhere it shouldn’t, do a negative match. Ater the traic patterns improve, turn o the broad match word. With

those more targeted queries, the company pays less or each keyword, and the amount o unmatched traic

decreases. his can also be a way to discover words and phrases that haven’t come up beore.




Myth #1

Know how to use contextual ad campaigns appropriately

Populate your campaigns with unique words and phrases that you ind on the sites you would like your ads to

appear on.

Pond HelpSee our Pond Galleries. Get

Design Ideas.www.CaliforniaWaterscapes.com

Grow Great Hydro PlantsEM1 for vegetables, fruits,

le uce, and other plantswww.EMAmerica.com

Oops!

Arthritis Relief Try Our Arthritis Treatment

Natural, Safe & Fast Relief www.OmegaXL.com

See an irrelevant ad…? …or a well-placed contextual ad?

Our irst myth is that search engine and contextual campaigns can be handled in the same way. Keyword list

selection is a completely dierent process in contextual campaigns. Internet marketers tend to view website

layouts more analytically than other users do, and someone amiliar with contextual keyword selection might

understand why an ad appears on a page where it doesn’t belong contextually. An ad or arthritis, or example,

might appear where a trowel ad should be because someone complained about arthritis acting up while gardening.

his tells us that keyword discovery or contextual campaigns must be done without respect to the search

engines. Visit the sites where potential customers are, ind the words and phrases they might use in that

context but not in others, and then bid on those words. Instead o ocusing on what customers are looking or,

this approach ocuses on how customers talk in a particular context.

One o the biggest challenges or SEM managers is creating or optimizing a campaign in an unamiliar vertical.

In these instances, ind someone who is an expert and talk to them about the terms they use, and then build a

keyword list rom what you learn.

Key message: Be wary o contextual ad networks. ypically, the technology isn’t reined enough to avoid adsthat are inaccurately mapped to content. It’s best to target sites rather than keywords. his can help you

eliminate—or at least minimize—mismatching and dramatically improve your click-through rate, Q Score, and

ultimately your ROI.

Leveraging toolsOmniture SearchCenter has been a valuable tool or Vintage ub in a number o ways, but particularly in

keywords and classiications. Keywords need to be organized in detailed ashion. Search engines tend to raise

quality scores with keywords that are similar in character. hereore, ad groups should be as speciic and

granular as possible, because that makes it easier to allocate budgets.

Although this way o organizing does acilitate search queries, it doesn’t make reporting easier. here are

keywords in every ad group perorming at dierent levels. Some groups have high perormers and highvolumes, while others have lower level perormers and volumes. his makes it diicult to manage some groups.




Keyword classiications

Tag keywords with classiications

Keywords can be groups across dierent campaigns and ad groups.

Careul: a campaign with keywords about dierent products doesn’t look attractive to most engines.

Paused Low Volume

High Engagement Born-on Date

Paused Low Volume

High Engagement Born-on DateHigh Engagement

Paused Low Volume

Born-on Date

Classiication is one way to mitigate the diiculty in managing some keyword groups, and Omniture

SearchCenter helps considerably with this process.

As an example, Vintage ubs might classiy keywords based on a number o actors:

• Born-on dates—the date the keyword was rst tagged—help separate keywords tagged three days ago rom

those tagged three weeks or even three months ago.

• Low-volume words aren’t searched very oen and seldom generate any revenue, but stay on the keyword list

because SEM managers orget about them. Tese run up the cost o ad spend, so marketers should watch

them over time to see whether they get used more requently—or less.

• High-engagement words are hand-managed keywords . Tey’re not subject to bid management rules, so

marketers adjust them one at a time. Also, marketers want to see their usage in ads rom competitors to nd

out where they place.

• Paused keywords are ones that don’t perorm very well, but they’re set aside so marketers don’t orget them.

Tere are times when some merchandise sales may sufer aer a certain keyword has been paused, so

storing them separately makes the impact easier to analyze and restore them i needed.

Which o these keyword classications do you use in your environment?

Are there others that you think are useul as well?

Omniture SearchCenter

enables you to align

keywords with the most

relevant campaigns, but

still apply additional clas-

sifcations and inorma-

tion to those keywords to

enable advanced analysis

and reporting.




Automationo make time or the responsibilities that bring the most value, it is wise to delegate some things to the

technology at hand.

SEM can be time consuming,laborious, and data-intensive.

Aempt to automate any boring,redundant, or brainless process

through whatever tools available.

Omniture SearchCenter enables you to align keywords with the most relevant campaigns, but still apply

additional classiications and inormation to those keywords to enable advanced analysis and reporting. You

can create macros to automate reports and set up dashboards that create weekly or monthly reports. You can

transorm a days-long process into one that takes just hours to complete.

ake control o SERPs

While automation can save time, some things simply cannot be automated. A company’s brand and image as

represented by its website and ads must be controlled by people, and the easiest way to do that is to control

the ad copy.

Your ad copy and landing pages must clearly communicate your competitive advantage—your unique selling

proposition. It is essential that your competitive advantage is something that customers care about and value.

o do this eectively, you must go beyond keywords. Create a list o target sites and then look or the unique

phrases and words that are being used. Populate your campaign with these words to take control o your

search engine results pages (SERPs). his will increase your return on ad spend and more.

Marketers should use

their available tools to

automate redundant

tasks so that they can

spend most o their time

analyzing data, making

decisions, implement-

ing plans, and analyzing

results.




Myth #2

Let Ad Copy Reinorce Your Competitive Edge

Rule of thumb is wrong.Write to what you're good at,even if it is the same as others.

Another longstanding myth is that ad copy and landing pages should talk about the same things as the

competition but in a dierent way or with a dierent ocus. In act, a company that isn’t talking about its

competitive edge is relying on “pockets o ignorance.” A company doesn’t have to beat its competition in every

aspect, but it does have to be the best in at least one. Once your company inds its competitive advantage,

make sure that every piece o ad copy reinorces it—make sure the claim is true! Customers always ind out

when it’s not.

By emphasizing your competitive edge, one o two things might happen. Some competitors might change their

copy to make the same competitive claim. At irst, it might seem like everyone’s ads are indistinguishable, but

the company that makes the claim honestly will win the game. Other competitors might write copy that

relects their competitive advantage, but this is ine. As customers gravitate toward the company that gives

them what they need, each company loses some o the customer base, but they’re losing the base that most

likely wouldn’t buy rom them. hose customers who want something that you can’t oer (or can’t o er

competitively) will ultimately look elsewhere anyway.

Keyword relevanceAs noted beore, keywords must be relevant across queries, ad copy, and landing pages. But what happens i

keywords don’t match across all these areas? Like other Internet businesses, Vintage ub spends a lot o time

querying keywords to see which ones are most relevant to the company. At times, one comes up that isn’t

being used. At other times, a very relevant keyword might end up beneiting another campaign.

When this happens, it might not be the ault o the marketers but o the search engines themselves. For

example, a recent ad rom Vintage ub led to links to Omniture SiteCatalyst® because Google had broad-

matched Vintage ub and Omniture and also exact-matched Vintage ub and Omniture est&arget. When

Google grouped the query, it ended up serving “Omniture” and not “est&arget.” Search engines oten end up

serving the less relevant ad, particularly when a lot o campaigns are running at the same time and their

keywords are not very distinct rom one another.




Fence Out the Wrong Keywords

Adwords Mismatch

But there is a ix called keyword encing. Vintage ub added “est&arget” to any brand campaign where

Omniture was a keyword, so now Google has to skip over the Omniture ad because the more speciic phrase

has been negative-matched. By keyword encing, you can isolate overarching keywords rom areas that shouldbelong to a less popular or less expensive keyword.

Myth #3Omniture has done a lot o testing o this idea and can prove that paid ads can move up organic listings and vice

versa. In either case, the click-through rates went up on both ads, in some cases more than doubling.

Use SEO and SEM On the Same Key Words

Situation: Two primary target audiences

Solution: Ensure each listing targets one.

When SEO and SEM complement each other, their ads should also. Even i speciic pages on your site are well

positioned within organic (non-paid) search results due to SEO, you could also have paid search advertising,

but use a dierent message or each. A page on your site might have great rankings or SEM because it is

inormational. I that’s the case, consider targeting your pay per click (PPC) ads or the same page on other

messages (like the quality o your service or your prices). Make sure that each addresses dierent targetedmessages: I the organic ad speaks to one target audience, the paid ad should talk to the other.

Yet another myth that

persists is that SEM is only

useul when a company

doesn’t already rank

organically on a keyword;

otherwise, it cannibalizes

search engine optimiza-

tion (SEO). In act, SEO

and SEM can work well

together.




Closing Toughts

Summary o key messages

he scope o your SEM strategy can grow out o control very quickly and easily. Use these 11 tips to broaden

your search marketing in a calculated, measured way.

1. Analyze the right metrics.

2. Keep your test data clean.

3. Be comprehensive in your keyword analysis.

4. Become your customer.

5. Use “Match Types” to rene campaigns.

6. Know how to use contextual ad campaigns appropriately.

7. ag keywords with classifcations.

8. Automate.

9. Ad copy should reinorce your competitive advantage.

10. Fence out the wrong keywords.

11. Do both SEO and SEM on same keywords.

Can you answer these questions?

1. How did you originally nd your customers?

2. Which campaigns positively inuenced your prospective customers?

3. What ultimately compelled your prospect to make the purchase?

Without advanced tools like Omniture SearchCenter, marketers can be limited in the data they use to evaluate

their eectiveness. For example, inormation provided by I can be limited to irst touch or last touch, whereas

Omniture tools enable analysis based on multiple data points and inputs. his gives marketers a better

understanding o the actors that are contributing to, rather than detracting rom, their success.

SEM campaigns can be intricate and complicated, but the right preparation can make them more eective and

proitable. Understanding how customers come to a particular site or page gives marketers the insight to reinetheir test data, keyword lists, and ad copy. his helps decrease ad spend while also improving click-through

rates and sales.

Key takeaways:

• Internet marketing can be complicated, but don’t orget that marketing undamentals are at the core.

• Each part o a campaign afects others, so isolate testing to one element at a time.

• Proper keyword selection and classication can increase marketing relevance and decrease cost o ad spend.

• Leverage the tools at your disposal to make tasks and operations more ecient and efective.

• Let ad copy reinorce your competitive advantage.

Based on recommendations presented in this guide, which new tools and

processes will you consider using to improve the ROI o your SEM campaigns?



Adobe Systems Incorporated345 Park AvenueSan Jose, CA 95110-2704USAwww.adobe.com

Adobe, the Adobe logo, Acrobat, Adobe AIR, Authorware, Flash, Flex, and LiveCycle are either registered trademarks or trademarks o Adobe Systems Incorporated in the UnitedStates and/or other countries. Microso and Windows are either registered trademarks or trademarks o Microso Corporation in the United States and/or other countries. All othertrademarks are the property o their respective owners.

© 2010 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

91025506 5/10

o view this Webinar, visit

http://www.omniture.com/offer/796

About the presenters:

Ben Brutsch

Senior SEM Manager, Adobe

With 6 years experience running B2B and B2C search engine marketing campaigns in a number o dierentindustries, Ben Brutsch brings a number o eective tools and hints.

Mike Deckman

Internet Marketing Manager, Vintage ub and Bath

Mike Deckman serves as Internet Marketing Manager or Vintage ub & Bath, an Internet Retailer op 500

company and America’s largest private retailer o clawoot bathtubs. Since joining Vintage ub & Bath in 2007,

Mike led his team through advanced in-house SEO, SEM, Ailiate, and SCE tactics that resulted in consistent

double-digit growth or the company.

For more inormationo learn more about segmentation through testing and analytics with solutions rom the Omniture Online

Marketing Suite, contact your Omniture account manager or call 866-923-7309. For businesses outside o

United States and Canada, visit www.omniture.com or the oice nearest you.

Obtain additional resources at: 1.877.722.7088

View recorded Webcast: www.omniture.com/webinars

Learn more: [email protected]





12

Notes

Unlocking insight rom social media data: Webcast Guide



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