Download - Engage 2013 - SEM Optimization
![Page 1: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/1.jpg)
SEM Optimization & Best Practices Peter Bowman – Senior Account Executive, Marin Software
Chase Wells – Partner Manager, Webtrends
![Page 2: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/2.jpg)
Agenda
• The Challenge: Quantifying Search • Selecting the Appropriate Conversions • Proper Keyword Attribution Etiquette • Integrating with your CRM for 360 Degree Success • Quick Background – Webtrends & Marin Software
![Page 3: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/3.jpg)
Quan%fying Search
“However beau+ful the strategy you should
occasionally look at the results” – Winston Churchill
![Page 4: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/4.jpg)
Search Is Special Search is a unique medium, where advertisers can immediately respond to consumers looking for their products and services 57% of users start their research for purchases through a Search Engine
E-tailing Group “5 Social Shopping Trends – Shaping the Future of Ecommerce”
![Page 5: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/5.jpg)
Yet We’re Measured Differently…
• Average Cost for a Billboard on Hwy 101 $100,000 per month ($1,200,000 a year!)
• Success Metrics – cars driven by & location
![Page 6: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/6.jpg)
Make Your Data Scream • We understand your
challenges • We understand your
frustration • And we’re going to help
you evangelize the power of search within your organization - with data that speaks for itself!
![Page 7: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/7.jpg)
Driving and Recognizing Results • Search will always
require human insight to drive extraordinary results
• With the right tools at your disposal you can spend time effectively
• Leverage Data properly to reach your full potential
![Page 8: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/8.jpg)
Choose Your Conversion Points
“Get your facts first, then you can distort them as you please”
- Mark Twain
![Page 9: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/9.jpg)
Many Metrics, Too Many Opinions In search there is so much data available that like the sun, you’ll go blind if you stare at it too long It’s too easy to focus on individual metrics and lose sight of your overall goals
CTR Imp.
AOV Time
Of Day
ROAS Clicks
Conv. Rate ROI
Latency Quality Score
![Page 10: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/10.jpg)
Choosing The Right Search Metrics Retail.com
![Page 11: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/11.jpg)
The Buyer Journey As users enter the purchase journey, they will have unique needs during each stage of the process This translates into multiple conversion metrics throughout the process to measure
Discovery
Exploration
Evaluation
Comparison
Decision
Loyalty
![Page 12: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/12.jpg)
Choosing the Right Conversions • Step One
– What do my users do on my site that shows intent?
• Step Two – What actions lead to a
purchase? – What actions fuel my other
channels? • Step Three
– What metrics do I use for optimization and for reporting?
![Page 13: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/13.jpg)
Optimization vs. Reporting Metrics • Optimize on metrics that lead to the end goal • Report on the metrics that show value • There will be overlap (and that’s a good thing)
![Page 14: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/14.jpg)
Getting Credit Where It’s Due “Our email campaigns perform the best”
But where did those email sign-ups come from?
• Make sure that all activity that search drives for other channels is clearly shown
• Demonstrate the true impact of search on your organization
• Get beyond strict ROAS goals and unleash the power of search (and have fun)
![Page 15: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/15.jpg)
Proper A>ribu%on
There’s no “Brand” in Team
![Page 16: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/16.jpg)
Find your keyword portfolio’s MVPs
But, don’t forget those who helped! The most important part is following the user through their entire search journey to conversion to give credit to all of the keywords that contributed
![Page 17: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/17.jpg)
Attribution Overview
Business Problem • Identifying and managing for upper funnel,
lower converting keywords
Business Solution • Track all of the keywords useful in the buyer’s
journey to conversion; give credit where due
![Page 18: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/18.jpg)
18
Look Beyond the Last Click
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
54% of agencies
and marketers use
last click attribution
25% of direct
marketers use
cross channel
attribution
![Page 19: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/19.jpg)
19
Improper Attribution = Under Reporting
First Click attribution
results in 38% more
reported revenue as
compared to Last
Click attribution
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
![Page 20: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/20.jpg)
Assist Clicks
With conversion value weighing, you have access to keyword level assist metrics
This allows you to easily identify terms which have assisted in the paid conversion funnel but may not have been the last click
20
How to Look At The Data
![Page 21: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/21.jpg)
Optimize to Your Attribution Model
21
1.) “san francisco hotels”
2.) “mariott san francisco”
3.) “book courtyard mariott hotel”
$120 Room
Booking Conversion
Revenue Attribution Using an Even Distribution Model:
1st click $40
2nd click $40
Last click $40
• Last click attribution does not consider conversion influencer keywords
• Customize revenue attribution based on your business model
• Influencing keywords receive partial credit for conversion
![Page 22: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/22.jpg)
“C” is For Cookie Conversion Window • Step One
– Understand average number of clicks per conversion, the first step in allocating revenue by click
• Step Two – Understand time to conversion patterns
for the proper cookie window settings
![Page 23: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/23.jpg)
Bringing it All Home
“No baseball pitcher would be worth a darn without a catcher who could
handle the hot fastball” – Casey Stengel
![Page 24: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/24.jpg)
Measurement and Learning • Measuring all conversion metrics is
imperative for true measurement • Most marketers neglect capturing
offline sales driven by search • It is imperative that search be fully
integrated with CRM systems to track all actions end to end and demonstrate what is really going on in your marketing data ecosystem
![Page 25: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/25.jpg)
Click, Cost & Lead
Data
CRM Data for each click and
user passed back To
Ads
Keyword, Click &
Conversion data
Understand lifetime value of
each user, and
behaviors over time
Make Decisions Based on Revenue
CRM (Revenue)
![Page 26: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/26.jpg)
What if You Paid $100 / Month For Each Keyword? • Leads may be inexpensive, but do they drive revenue and LTV?
• Optimizing keywords to revenue can increase top line and reduce investments unprofitable keywords (see below)
• With CRM integration you can see revenue for each keyword – Necessary for ROI modeling
Impact of Latent Revenue
Stage 1: Lead
Captured Stage 2: Revenue Upload By Keyword
Keyword Number of Leads
Revenue Per Lead
Lead -‐> Sale Conversion Rate
Total Revenue
Revenue Per Lead
X 50 $300 50% $7,500 $150.00 Y 100 $300 10% $3,000 $30.00
Total 150 90% $10,500 $70.00
Optimize to Lifetime Value
Highest revenue / lead despite lower quan%ty of
leads
Revenue allows Ads to evaluate the true impact of keyword investments on your
bo>om line
![Page 27: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/27.jpg)
Background
What is Webtrends Ads?
![Page 28: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/28.jpg)
Webtrends & Marin Software Webtrends Ads is an industry-leading online marketing revenue optimization platform combined with a team of experts dedicated to exceeding your goals
+ ( ) =
![Page 29: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/29.jpg)
Anything Is Possible
If you can see it in Analytics, you can report and optimize off of any action taken on your site.
• No limitations – tags can fire without confirmation pages
• Multiple conversion types • Decide which metrics are for
reporting and which are for optimization
• Seamless integration with Webtrends Analytics
![Page 30: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/30.jpg)
Questions?
![Page 31: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/31.jpg)
Thank You
Please come to the Solutions Pavilion to learn more!
![Page 32: Engage 2013 - SEM Optimization](https://reader033.vdocuments.site/reader033/viewer/2022051514/54b6a3854a7959be738b469f/html5/thumbnails/32.jpg)
Rate Session
& Speakers/ Panelists