SEM Campaign Management
Download as PPTX, PDF3 likes617 views
This document summarizes an SEM campaign management presentation. It discusses optimizing campaigns from query through conversion using a single SEM platform. It also covers defining business goals and key performance indicators (KPIs), match type strategies including broad match issues, measuring performance across marketing channels, industry metrics on ad budget distribution and long tail keywords, and assumptions for 2009. The presentation aims to help SEM professionals better manage campaigns and maximize return on effort.
SEM Campaign Management
- 1. SMX @ Ad:Tech NYC SEM Campaign Management Chris Zaharias Chris Zaharias Chief Revenue @Searchquant Officer Chris@kikin.com (415) 832-0089 cell
- 2. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends 2 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 3. Humans Have Plenty To Do Good SEM platform lets humans handle complexity & focus
- 4. 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 4 October 25, 2011 © 2008 Omniture Inc
- 5. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends 5 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 6. Business Goals ► KPIs ► Optimization • Pre-defined metrics • Clicks, CTR, ROAS, CPA Lead Funnel KPIs Mapped to Imported CRM data • Define custom metrics • CAR, AOV, Engagement Clicks • Integrate with enterprise Lead Page • Call center, B&M, LTV Online Leads Completed Confirmed Sales (CRM) 6 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 7. Multi-KPI Optimization • MKPIO and the Tail • Tail = less data => leading indicator metrics • Possible Leading Indicator Metrics (LEMs) • Cart Add • Key Page Views • Checkout Pages 1, 2, 3 etc.. • Product View • Identify LIMs => Weight LIMs => Build into bid mgmt 7 October 25, 2011 © 2008 Omniture Inc
- 8. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Types & Multi-channel SEM 4 SEM Industry Metrics & Trends 8 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 9. Match Type Strategies • Broad Match gets volume, but it’s a crime • 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) 9 October 25, 2011 Source: Efficient Frontier, Dec 2008 © 2008 Omniture Inc
- 10. Measure Across Channels • Client launched new brand (unique keyword) and only launched television and paid search • Search reacted in direct proportion to TV GRPs (Gross Rating Points) • Display, Email & other channels drive Search 10 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 11. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 Metrics, Trends & Assumptions 11 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 12. Ad Budgets By Engine (March 2009) 12 October 25, 2011 © 2008 Omniture Inc, Confidential & Proprietary
- 13. Long Tails & Fat Heads Reality: • Long tail now in reverse Source: Hitwise blog • Search as navigation 13 October 25, 2011 © 2008 Omniture Inc
- 14. Chris Zaharias VP SearchCenter czaharias@omniture.com (415) 832-0089 cell
- 15. Assumptions & 2009 Reality 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 15 October 25, 2011 © 2008 Omniture Inc