Autumn 2009 Seminar Series Search Engine Marketing

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1 Autumn 2009 Seminar Series Search Engine Marketing Gordon Savage Snr. Solutions Consultant, Omniture

2 The Evolution of Paid Search Management Automated Bid Management First bid rule system launched to automatically update bids Portfolio Optimization Better mathematics led to lift in efficiencies over original bid rules technology Profit Optimization Omniture launches first ever profit bidding system Factors in off-site data: COGS, closed leads, conversion attribution ar 2

3 But with SEM hope is not a strategy... 3

4 Search Engine Management (SEM) Challenges AD GROUPS PHRASES ROAS Landing Pages Copy Text BID NEGATIVE BROAD MATCH KEYWORD EXACT 4

5 SEM Strategy & Tactics 5

6 SEM Strategy Development Old Mentality Increase Activity # of Impressions # of Clicks Obtain a Higher Position Increase Traffic to Site New Mentality Increase Productivity Identify the proper position Validate text-ad performance Tie performance to the keyword level Drive Success Events Increase Revenue & Conversion 6

7 SEM is the Tip of the Iceberg Keyword Strategy- Brand, sub-brand, product awareness. Search Engine Strategy Keyword Strategy KPI Focus & On-site Behaviour- CTR, Yield, ROAS, COGS. Search Engine Strategy- Barriers to entrance/maintain position. Organic & Paid Search Analysis Long-tail Bid & Portfolio Management Bid & Portfolio Management, Long Tail- How do I optimize my opportunity? Organic & Paid Search- Cannabalize or Optimize? Landing Page Optimization KPI Focus & On-site Behaviour Landing Page Optimization- How do we serve the relevance? Copy Testing- What copy works best? Offsite Impacts for 360 view of SEM Offsite Impacts for Success- 7

8 Campaign Ad group Keywords Portfolio, Campaign & Keyword Strategy - Budget - Timing - Geo-targeting - Ads - Landing Page - Group level bidding - Bid - Match type - Landing page Account structure: - which keywords in which account in which campaign Keyword management: - match type, bid level, position, CTR, QS, bid adjustment 8

9 Drive to Brand Drive to Cart Drive to Buy What KPIs Should be of Focus? There are many different needs, tactics and behaviours. Lets take SEM for sunglasses. SUNGLASS X Goal- Promotion of brand name. ARMANI SUNGLASSES Goal- drive to Armani landing page CHEAP SUNGLASSES Goal- Drive to site and maximize to sale Drive to site «CTR» Drive to cart «Cart Adds, CPA, Yield» Drive to buy «COGS, CPA, Yield» Optimization will come from knowing impacts onsite. 9

10 Measuring ROI Measuring real ROI to demonstrate the real impact of ad spend Return on ad spend (ROAS) tells you how good you are at spending your online marketing budget Gross revenue - Cost per Click 15-0,17 Sales value 15 = 98 % Return on investment (ROI) tells you how much you impact the net result of your business Net revenue - Cost per Click 5-0,17 = 33 % Sales value 15 10

11 Multi-search-engine Optimization What search engines should i focus on APART from Google? 11

12 Building Synergies Between SEO & Paid Search Search marketers must also evaluate the synergy between paid search and search engine optimization (SEO). 37% of search marketers perform equal paid search and SEO campaigns, the performance evaluation of both these listings must come from the analytics packages. Source: Search Marketing and Analytics, JupiterResearch,

13 Avoiding Cannabalization with SEO & Paid Search Here we can see the keywords performance for both Paid and Natural sources allowing us to develop a combined strategy 13

14 Integrate Paid and Organic Search Programs Improve share of searches by measuring organic search alongside paid search Increase variations and misspellings of your top-performing brand keywords Increase number of low volume long-tail keywords Add top-performing organic keywords to your paid search campaigns in one click 14

15 Delta Air Lines Key Challenges: Largest airline in the world, unable to track revenue across paid and organic brand keywords (e.g. delta airlines ) Solution: Tested removing paid ads to measure impact on organic keywords Results: Total revenue and visits decreased Test proved paid AND organic yield best results 15

16 Understanding Keyword & Landing Pages Here we can see the keywords performance broken down by the creative the user saw on the landing page, understanding the combinations helps us optimise the experience. 16

17 Automating Landing Page Optimization + 30% Control 17

18 Portfolio Management Portfolio Management- Leverage the benefits of SearchCenter by optimizing for groups of keywords. 19

19 Bid Managment Managing your Bids- This not only allows you to manage your keyword bidding for all platforms but also allows you to calculate your ROI in one report and compare. Set automated bid rules to control top keywords Use Portfolio logic to handle keyword segments Multiple versions with different evaluation periods & benchmarks Day / Time-Parting 20

20 Business Reporting of Onsite Performance Reports on ROI- Leverage the benefits of SiteCatalyst by generating easy to use reports and dashboards. Sophisticated KPIs 1. ROAS 2. Margin profit 3. Branding KPI 4. Revenue vs. Investments 5. Lifetime value 6. Value per search engine 21

21 Automation of Long-tail Simplify Long Tail Keyword Management w/ Portfolio Management Use Customized Bid Rules to Optimize High Touch Keywords 23

22 Optimise Paid Search With Back-end Data Use Advertising to Drive Bottom- Line Profit CRM closed leads COGS (cost of goods sold) Call center orders Lead Funnel KPIs Mapped to Imported CRM data Clicks Integrating Search Marketing spending with Call Center orders gives a fuller picture of SEM effectiveness Landing Page Confirmed Online Sales Confirmed Call Center Sales 24

23 Vintage Tub & Bath Key Challenges Limited understanding of how online ad spend impacted revenue 50% of sales occur via call center Unable to track which searches lead to sales via call center Please call us although we will lose track of you. 26

24 Challenges: Introduced Customer Codes Customer Code 27

25 Vintage Tub & Bath Key Challenges Limited understanding of how online ad spend impacted revenue 50% of sales occur via call center Unable to track which searches lead to sales via call center Solution Linked call center orders to search keywords Bid rules automatically adjusted bids for most profitable keywords Results Increased revenue by over 200% from SEM by measuring impact of call center orders 29

26 Key Takeaways Search Marketing Advanced metrics required to find efficiencies in Search market Optimise for Profit, not just top line revenue Measure SEO and SEM together to maximise revenue Determine what parts of the Iceberg you want to start delivering on 30

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