Engage 2013 - SEM Optimization
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The document provides an overview of SEM optimization best practices. It discusses (1) selecting appropriate conversion metrics, (2) proper keyword attribution, and (3) integrating search marketing data with CRM systems. The presentation emphasizes quantifying all aspects of the customer journey, from awareness to purchase, to optimize keywords and understand their full impact on business goals.
Engage 2013 - SEM Optimization
- 1. SEM Optimization & Best Practices Peter Bowman – Senior Account Executive, Marin Software Chase Wells – Partner Manager, Webtrends
- 2. 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
- 3. Quan%fying Search “However beau+ful the strategy you should occasionally look at the results” – Winston Churchill
- 4. 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”
- 5. 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
- 6. 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!
- 7. 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
- 8. Choose Your Conversion Points “Get your facts first, then you can distort them as you please” - Mark Twain
- 9. Many Metrics, Too Many Opinions In search there is so much Imp. CTR data available that like the Time sun, you’ll go blind if you AOV Of stare at it too long Day Clicks ROAS It’s too easy to focus on individual metrics and lose Conv. Rate ROI sight of your overall goals Quality Latency Score
- 10. Choosing The Right Search Metrics Retail.com
- 11. The Buyer Journey Discovery As users enter the purchase journey, they will Exploration have unique needs during each stage of the process Evaluation This translates into Comparison multiple conversion metrics throughout the Decision process to measure Loyalty
- 12. 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?
- 13. 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)
- 14. 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)
- 15. Proper A>ribu%on There’s no “Brand” in Team
- 16. 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
- 17. 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
- 18. Look Beyond the Last Click 54% of agencies and marketers use last click attribution 25% of direct marketers use cross channel attribution Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12 18
- 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 19
- 20. Assist Clicks How to Look At The Data 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
- 21. Optimize to Your Attribution Model • Last click attribution does not consider conversion influencer keywords • Customize revenue attribution based on your business model • Influencing keywords receive partial credit for conversion Revenue Attribution Using an Even Distribution Model: $120 Room 1.) “san francisco 2.) “mariott san 3.) “book courtyard Booking hotels” francisco” mariott hotel” Conversion 1st click 2nd click Last click $40 $40 $40 21
- 22. “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
- 23. Bringing it All Home “No baseball pitcher would be worth a darn without a catcher who could handle the hot fastball” – Casey Stengel
- 24. 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
- 25. Make Decisions Based on Revenue Keyword, Click, Cost Click & & Lead Conversion Data data CRM (Revenue) Understand CRM Data lifetime for each value of click and each user, user and passed behaviors back To over time Ads
- 26. Optimize to Lifetime Value 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 Stage 1: Latent Lead Stage 2: Revenue Upload By Keyword Highest revenue / lead Revenue Captured despite lower quan%ty of leads Number of Revenue Per Lead -‐> Sale Total Revenue Per Keyword Leads Lead Conversion Rate Revenue Lead Revenue allows Ads to evaluate the true impact of X 50 $300 50% $7,500 $150.00 keyword investments on your Y 100 $300 10% $3,000 $30.00 bo>om line Total 150 90% $10,500 $70.00
- 27. Background What is Webtrends Ads?
- 28. 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 ( ) + =
- 29. 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
- 30. Questions?
- 31. Thank You Please come to the Solutions Pavilion to learn more!
- 32. Rate Session & Speakers/ Panelists