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The 10 Commandments of Effective SEM
ManagementPresented by:Jeff Lancaster
Outrider@jefflancaster
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About Me
• 13 years in digital marketing• Managing Director of GroupM’s
Outrider – Canada’s leading search consultancy, a WPP company
• Chairman of IAB Canada Search Marketing Council
• Google NA Agency Advisory Board
• @jefflancaster
Jeff Lancaster | Outrider | @jefflancaster
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What is Optimization?• Strategic adjustments to
an account to improve performance
Jeff Lancaster | Outrider | @jefflancaster
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The search commandments
Jeff Lancaster | Outrider | @jefflancaster
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Search commandments1. More than 2 though less than 5 ads live at any time2. Always test copy3. Search query report at least once a fortnight4. Broad and phrase must never drive the majority of
your traffic5. Only use broad to find new terms6. Separate your best and worst keywords into separate
campaigns7. Separate campaigns for mobile, local and content8. Test day of week, time of day and geo targeting
options9. Check visibility and budgets every day10.Have a clear optimization plan and stick to it
Jeff Lancaster | Outrider | @jefflancaster
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Ad Copy Optimization• At least 2 but no more than 5 live ads per ad group• Be prepared to react to events in real-time• Integrate messaging with other media• Try and differentiate from the competition• Focus on USP’s, offers, price and savings• Test seasonal messages- time sensitive offers• Include call’s to action• Google Ad Policy• Test and refine
Jeff Lancaster | Outrider | @jefflancaster
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Search Query reports
• Id new terms• Account and campaign negatives• Making other matches more efficient• Problem broad/phrase terms
Jeff Lancaster | Outrider | @jefflancaster
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Broad and Phrase must never drive the majority of your
traffic
Jeff Lancaster | Outrider | @jefflancaster
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Match Type Waterfall – Give priority to Exact Match kws
Jeff Lancaster | Outrider | @jefflancaster
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Separate your Top Performers
Jeff Lancaster | Outrider | @jefflancaster
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Separate campaigns for mobile, local and content
Jeff Lancaster | Outrider | @jefflancaster
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Time of Day OptimizationStrategy: Optimizing spend efficiency using historical time of day conversion dataResult: Lower CPA’s and complete coverage in SERP during the hours that work
Day of Week OptimizationStrategy: Discover the day of week where conversion volume and CPA are most efficient and heavy up budget accordingly.
Result: lower weekly CPA’s and increased
conversions
Test Time of Day, Day of Week
Jeff Lancaster | Outrider | @jefflancaster
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Test Geo Targeting options
Jeff Lancaster | Outrider | @jefflancaster
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Check Budgets daily
• Campaign budgets• Engine checks• Delivery vs. target
Jeff Lancaster | Outrider | @jefflancaster
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Check Visibility daily• Top 10 terms by category: core generic, long tail• Ad copy, Landing page, Rank• Brand term monitoring
• Ad preview tool – top 10 generic & brand• HTTP Watch can show you the redirect journey
Jeff Lancaster | Outrider | @jefflancaster
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Have a plan and stick to it
Jeff Lancaster | Outrider | @jefflancaster