sem business case study
DESCRIPTION
I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business.TRANSCRIPT
Business Case Study SEM Campaign
Author: Maik LangeDate: 2011-07-18
driving good ideas
SEM Case Study 2
Welcome Top Targets SEM Project SEM Approach Case Study SEM Campaign (Location:
Germany) Business Campaign: „Sicherheitsdatenblatt“
Review & Recommendations Conclusions
Agenda: SEM Campaign Case Study
3
I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business.
In case of questions or feedbacks don‘t hestiate to send me your comments or questions.
Let‘s us driving good ideas & campaigns…
*detailed Business Company Information are black marked
Welcome: SEM Business Campaign
SEM Case Study
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Successful Integration of the Website Key Messages Strategy
More presence of Company Services / Products
Target Advertising based on Search Requests of Target Customer
More direct Customer requests driven by SEM Campaign (Calls, Email)
Increase of Customer Attention & Relevance
Improvement of Content Quality
Increase of Products / Service Revenue „Turn over“
Monitoring and ROI Tracking
Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over
TOP SEM CampaignTargets / Goals
SEM Case Study
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Google AdWordsInterview
Research & Definition Campaign / Keywords
AdWords CampaignSetup
CampaignManagement & QA
Reporting &MonitoringCampaign
AdWordsCampaign Review
SEM Approach
SEM Case Study
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Listen, SEM Interview…
Which Keywords you‘ll promote?
What about your Target Group?
Where are the Target Locations?
Which Displays Devices?
What about Look & Feel of Campaign?
Placement or Affiliate Partners?
How much is the Budget?
Timeline (Start /End) for Campaign?
SEM Approach
SEM Case Study
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Research, Relevance…
Google SEM Tool Box
Google Insights
Keyword Traffic Estimator
Keyword Tool
Conversion Tracker Tool
Website Optimization Tool
Placement Tool
Display Diagnostics Preview
SEM Approach
SEM Case Study
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Definition, Campaign…
Campaign Definition:
Keyword Set
Display Content & Networks
Region
Target Group
Time
Budget
Conversion Goals
SEM Approach
SEM Case Study
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Location
Budget: 500 Euro
15 Euro / DayCosts per Click
Keywords
List of 12 Keywords
Timeline
2011/05/16 -2011/06/17
Demographic
Age: 18-64
Case StudyCampaign Setup
SEM Case Study
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Case StudyDisplay Metrics
SEM Display Results: Campaign „Sicherheitsdatenblatt“
SEM Case Study
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Case StudyCampaign Report
SEM Report: Campaign „Sicherheitsdatenblatt“
SEM Case Study
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Case StudyWebsite Metrics
Website Statistic: Campaign „Sicherheitsdatenblatt “
Target Website: Contact Form Page 6
Website Pages Page Visits
0,23%
Conversion Rate: (2/865)*100=0,23%
Direct Email Business Request Contact:
Short Url to Landing Page
2
Cost per Direct @ Contact*: 234,52 Euro
SEM Case Study
*What would you pay fora new Business Contact?
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- Content Optimization- Highlight Contact Information via Email / Phone- Less Anonymous, more Customer Offerings- More visual Customer Friendly Informations – Service Workflow- SEO, Integration of Keywords into Content and Links
- SEM Campaign- Keyword Optimization (Exclude Keywords), Conversion Tracking,
Quality Factor Display & Target Website, Placement Tool, more Campaign Relevance
- Increase of Budget and Selection of Display Time (Mo-Fr. 8am-10pm)
- Setup of Continuous AdWords Presence - Campaign
- Optional a „Flight“ Campaign for special Customer Touch Points „Events, Congress, special Offers“
- Monitoring & Observation of Own & Competitor AdWords Campaigns
Case Study ReviewRecommendation
SEM Case Study
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- It was a good Trial to identify the SEM Potentials / Synergies (start small and think big)
- It was amazing to get the SEM Best Practices / Know How (the next campaign is planned incl. Recommendation)
- It‘s important to Setup SEM Competence in your Company to makethe right Decisions
- There is small Grade of Success & Budget Burning, Think about the question: What would i pay for a valuable business contact to drive business?
- With SEM Training (AdWords Certification) you can be more self-confident to Setup Campaigns
- It‘s important to buildup an excellent Partnering Network to drive successful SEM Campaigns
- It‘s a priceless advantage to share SEM Best Practice
Case Study ReviewMy Conclusion
SEM Case Study
- More Relevance for Customer
- Good Conversation Rate Targets / Goals
- Identification of SEM Potentials & Synergies
- More Transparency of Campaigns (Reports)
- Improvement of Content Quality (Audits)
- Excellent Partnering (SEO, SEM, Creative)
Summary of SEM Campaign Objectives:
- Search Platform Provider Cooperation Programs
Case StudySummary
- Sharing of Expertise & Support
Your SEM Strategy
go
SuccessConversion
Custo
mer
New
Busin
ess
RelevanceBudget C
ontro
ll
Quick W
ins
Brand Placement
Know How
15SEM Case Study
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Maik LangeInternet Marketing Consultant
Email: [email protected]
Contact: OnlineMarketing Consulting
Global Blog: http://www.xplant.net driving good ideas [english]Country Blog: http://www.binloop.de business in loop [german]Twitter: http://www.twitter.com/webjets [english]Twitter: http://www.twitter.com/lmaik [german]Facebook: http://www.facebook.com/pages/Webjets-Online-Marketing-Rich-MediaSlideshare: http://www.slideshare.net/lmaikLinkedin: http://de.linkedin.com/in/webjetsXing: http://www.xing.com/profile/Maik_Lange3Foursquare: http://foursquare.com/webjets
SEM Case Study
driving good ideas