engage 2013 - sem optimization

SEM Optimization & Best Practices Peter Bowman – Senior Account Executive, Marin Software

Chase Wells – Partner Manager, Webtrends

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

Quan%fying Search    

 “However  beau+ful  the  strategy  you  should  

occasionally  look  at  the  results”    –  Winston  Churchill  

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”

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

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!

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

Choose  Your  Conversion  Points  

“Get your facts first, then you can distort them as you please”

- Mark Twain

Many Metrics, Too Many Opinions In search there is so much data available that like the sun, you’ll go blind if you stare at it too long It’s too easy to focus on individual metrics and lose sight of your overall goals

CTR Imp.

AOV Time

Of Day

ROAS Clicks

Conv. Rate ROI

Latency Quality Score

Choosing The Right Search Metrics Retail.com

The Buyer Journey As users enter the purchase journey, they will have unique needs during each stage of the process This translates into multiple conversion metrics throughout the process to measure

Discovery

Exploration

Evaluation

Comparison

Decision

Loyalty

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?

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)

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)

Proper  A>ribu%on  

There’s no “Brand” in Team

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

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

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Look Beyond the Last Click

Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12

54% of agencies

and marketers use

last click attribution

25% of direct

marketers use

cross channel

attribution

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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

Assist Clicks

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

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How to Look At The Data

Optimize to Your Attribution Model

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1.) “san francisco hotels”

2.) “mariott san francisco”

3.) “book courtyard mariott hotel”

$120 Room

Booking Conversion

Revenue Attribution Using an Even Distribution Model:

1st click $40

2nd click $40

Last click $40

•  Last click attribution does not consider conversion influencer keywords

•  Customize revenue attribution based on your business model

•  Influencing keywords receive partial credit for conversion

“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

Bringing  it  All  Home  

“No baseball pitcher would be worth a darn without a catcher who could

handle the hot fastball” – Casey Stengel

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

Click, Cost & Lead

Data

CRM Data for each click and

user passed back To

Ads

Keyword, Click &

Conversion data

Understand lifetime value of

each user, and

behaviors over time

Make Decisions Based on Revenue

CRM (Revenue)

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  Latent  Revenue    

Stage  1:    Lead  

Captured  Stage  2:    Revenue  Upload  By  Keyword  

Keyword   Number  of  Leads  

Revenue  Per  Lead  

Lead  -­‐>  Sale  Conversion  Rate  

Total  Revenue  

Revenue  Per  Lead  

X   50   $300     50%   $7,500     $150.00    Y   100   $300     10%   $3,000     $30.00    

Total   150       90%   $10,500     $70.00    

Optimize to Lifetime Value

Highest  revenue  /  lead  despite    lower  quan%ty  of  

leads    

Revenue  allows  Ads  to  evaluate  the  true    impact  of  keyword  investments  on  your  

bo>om  line  

Background  

What is Webtrends Ads?

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

+ ( ) =

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

Questions?

Thank You

Please come to the Solutions Pavilion to learn more!

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