Date post: | 18-May-2015 |
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SMX @ Ad:Tech SF
SEM Campaign Management
Chris ZahariasVP SearchCenter
[email protected](415) 832-0089 cell
Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Online Business Optimization Product Suite
Key Business
Requirements
ROI Beyond ROAS
Top Line Growth
Bottom Line Efficiency
Brand Awareness
New Product Introduction
Unique Selling Point Exposure
Holiday Rush / Seasonal
Events
Market Research
Keyword Research
Product / Service Informati
on
Paid to Organic Keyword Report
Traditional Keyword Research
Tools
Competitive
Keyword Research
Tools
Campaigns & Ad Groups
Separate brand
vs. general
Head keywor
ds
Long Tail
phrases
Seasonal
terms
Match Type
Broad – bid
towards lower
positions
Phrase – bid
towards middle
positions
Exact – bid
towards higher
positions
Negative – check actual
terms searched report for relevancy
Syndication Strategy
Start with
Separate CPC
and CPM
Geo-Targeti
ng
Export successful campaigns
to other engines
Ad Copy
Contains target
keywords
Call to action sells the click
Value proposition differentiates
from competitors
Disqualify irrelevant
clicks
Relevant/Trusted
display URL
Quality Score
Dynamic Keyword Insertion
Bid Optimizatio
n
Bid reasonable high off the start to build
exposure and quality score
Actively manage head keywords
in their own groups &
campaigns
Manage tail terms
as a basket
Bid on return
rather than position
New categories may lose money
to grow while others maintain
ROI focus
Analytics & Conversio
n
Collect enough raw data to draw conclusions
Divide data by keyword segments
Split test ad copy
Split test landing page & conversion
process
Segmentation
Start
Return On Effort
1.Manage Campaigns From One System
2.Customize & Automate Bid Management & Reporting
3.Optimize Campaigns From Query Through Conversion
4.Integrate SEM With Other Marketing Programs
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Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Clicks
Lead Page
Online Leads Completed
Confirmed Sales (CRM)
Lead Funnel KPIs Mapped to Imported CRM data
Business Goals ► KPIs ► Optimization
• Pre-defined metrics• Clicks, impressions,
click-through-rate• Return on Ad Spend• Cost per acquisition
• Define & value custom metrics• Cart abandonment rates• Average order value• KPI’s to measure branding, such as
engagement score and time spent• Integrate with enterprise systems for
deeper insights• Call center conversion rates• Cross-channel profit margin• Lifetime customer value
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Multi-KPI Optimization
• MKPIO and the Tail• Tail keywords have fewer revenue data points• Factoring in leading indicator metrics helps manage the tail
• Possible Leading Indicator Metrics• Cart Add• Key Page Views• Checkout Pages 1, 2, 3 etc..• Product View
• Once Leading Indicator Metrics Are Identified• Weight Metrics• Build them into Multi-KPI Bid Rules
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Examples of Multi-KPI Optimization
• Possible Weighting• Cart Add * 4• Key Page Views * 1• Checkout Page 1 * 10• Checkout Page 2 * 20• Checkout Page 3 * 30• Product View * 2• Revenue * 10
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• Tail Keyword Scenarios• inspiron 1420 deal – 2 KPVs, 3 PrVs, CA, CP#1• inspiron 1525 coupon – 1 KPV, 1 PrV, CA, CP#1, CP#2, CP#3, $852• dell inspiron xps – 15 KPVs, 5 PrVs, 2 CAs• studio 17 dell laptop – 6 KPVs, 4 PrVs, CA, CP#1, CP#2, CP#3• xps m1730 - 4 KPVs, 2 PrVs, 2 CA, CP#1, CP#2
Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Types & Multi-channel SEM
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Match Type Strategies
• ~25% of Broad Match traffic = Exact Match terms in campaign!• Irrational brand boosting causes this
– let system make ROI decisions– Don’t give the SE’s an incentive to show a less targeted ad
• Strategies: • Broad Match is a permanent temporary, especially now• Negative KW’s needed until BM ROI = EM ROI• Mine site analytics for negative kw addition (integrated reporting/mgmt)
April 12, 2023
© 2008 Omniture Inc
11 Source: Efficient Frontier, Dec 2008
Search Reacts to Television Advertising• Client launched new brand (unique keyword) and only launched television and
paid search• Search reacted in direct proportion to TV GRPs (Gross Rating Points)• Countless other examples exist of Display, Email and many other channels
driving Search
0
5,000
10,000
15,00020,000
25,000
30,000
35,000
40,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Cli
cks
0
100
200
300
400
500
600
GR
Ps
Search Clicks TV GRP
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Measure Across Channels
• Determine which campaigns influence new vs. loyal customers• Measure the channels that are the most influential• Discover what drives most cost-effective conversion
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 Metrics, Trends & Assumptions
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Ad Budgets By Engine (March 2009)
April 12, 2023
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Ask, 1.2%Enhance, 0.0%
Google, 74.6%
LookSmart, 0.1%
MIVA, 0.0%
MIVA (US), 0.1%MSN, 3.9%
Search Feed, 0.1%Yahoo, 20.0%
Marchex Adhere, 0.0%
Current Month AdSpend by Engine
Ask
Enhance
LookSmart
MIVA
MIVA (US)
MSN
Search Feed
Yahoo
Marchex Adhere
Query Length Trends
• Assumption: the long tail keeps growing• Finding more keywords is the critical activity• Broader match types must be used extensively
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Reality: • Long tail now in reverse
• Search as navigation
• Source: OneStat, June 2008
Long Tails & Fat Heads
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Source: Hitwise blog
Assumption Reality
The long tail keeps growing Win the head, win the battle
1,001 Things To Do in SEM Return On Effort defines workflow
PPC = traffic management Pre and Post-click Equally Important
Listen to your search engine SE Advice Often Contrary Indicator
Assumptions & 2009 Reality
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