smx@adtech: paid search fundamentals — chriszaharias

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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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

Google

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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© 2008 Omniture Inc

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Agenda





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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

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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



3 Match Types & Multi-channel SEM


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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


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

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Agenda




4 Metrics, Trends & Assumptions

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Ad Budgets By Engine (March 2009)

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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

Google

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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Thank You

Chris ZahariasVP SearchCenter

[email protected](415) 832-0089 cell

smx@adtech: paid search fundamentals — chriszaharias

Technology

match type strategies

sem industry metrics

match type thoughts

match types multichannel

tail tail keywords

weight metrics

exact match terms

broad match traffic