search dynamics 2014 - "search engine marketing beyond adwords", by vivek singh, vp,...

SEARCH ENGINE MARKETING

BEYOND ADWORDSBeginning where Adwords ends

a collection of 2 short stories

Vivek Singh

The Negative Keyword Tool I didn’t buy

Short Story 1

(and why?)

The Proposition

Filter Negative Keywords Save money

THE TOOL WOULD AUTOMATICALLY

to

Why didn’t I take it then

was as clear and promising as it could get

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because…

The tool like many-many other optimizations methods

was failing 99%

Let’s see why…

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A typical Adwords accountlooks like this

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Problem: Statistical SignificanceYou can’t judge most of your keywords

‘coz you don’t have enough data to prove whether they’re good or bad

“I’m Innocent!”, said the keyword

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The SolutionDoesn’t exist anywhere in Adwords

And such is the situation when you attempt ad level / ad group / campaign / search query / placement and other optimizations.

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Enter ………..(or any other web analytics platform you use)

There is a lot more optimization data sitting here

How to use it?

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1. Set Up Intermediate GoalsIn addition to ecommerce tracking or conversion

tracking, set up dozens of other goals

Goals which tell you that a good act, even if not the conversion, has been accomplished.

Assign a value to each of these goals

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1. Set Up Intermediate GoalsConsider achievement of any of these goals as a

plus point for the keyword/ adgroup/ campaign / ad

You have 10x more data to base your decision on. A keyword with 10 clicks, no conversion but 5 Add-to-Carts, is worth spending

another 10 clicks on.

With more goals, there is more data for decision

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2. Study Site ConsumptionImmediately available within Google Analytics

Bounce Rate | Pages Viewed | Time Spent

If a keyword has just 20 clicks, and no conversions,their bounce rate and time spent can still tell you a lot.

Many keywords start showing you their true nature

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Moral of StoryUse Google Adwords for creating campaigns.

Google Analytics for optimization data.

Set up Goals for each good action on the site Assign value to them Judge campaign on this cumulative score

Advertisers – Give your agency the GA access

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All Conversions Are Not Equal

Short Story 2

Once Upon a Time

There was a classifieds business heavy on acquiring leads.

In the temple of marketing,

Number of Leads acquired & Cost per Leadwere the only Gods to worship.

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Howevera few months later the portal discovered

Not all kind of leads could be monetized.

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Let’s compare two campaigns…

To most SEM experts, Campaign 1 is the horse to bet their money on.

And that’s what happens, most of the times.

However, let’s look at some more data.

Conversions Cost Per Conversion

Campaign 1 100 100 Rs.

Campaign 2 100 150 Rs.

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When more info is added…

The long term success of the business matters. And hence does the Long Term Value of your acquisitions.

But no such information exists within Adwords.

ConversionsCost Per

Conversion

Average Sale Value

Repeats in Future

Campaign 1 100 100 Rs. 1000 Rs. 1 repeat

Campaign 2 100 150 Rs. 2000 Rs. 4 repeats

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Enter Data Analytics.(hard core, deep, heavy data analytics)

It tells you if you are feeding the business good acquisitions.

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1. Health Metrics

For ecommerce portals Basket Value, Repeat Rate, Resulting Margins, Longevity of the customer

For Classifieds portals Login Rate, application rate, conversion to premium, monetization

potential.

…and so for others…

Study how your campaigns fare on these and assign conversion allowances accordingly.

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2. Integrate with Adwords Data

By saving campaign parameters in your databaseOR

Through passing the health parameters into Google Analytics

Make the data available to your Search Team.

Calculate Health Score of your campaigns and set conversion cost benchmarks accordingly.

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Moral of the StoryUse Analytics more than the Analytics department

Hire an analytics champion within your marketing team Integrate Adwords, Analytics and database values Optimize basis this combined data now

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SEARCH ENGINE MARKETING

BEYOND ADWORDSThese two stories are just the tip of the iceberg.

A few thought starters… There are loyal users who come to your site everyday through your

newsletter for free. Do you bid CPCs on them even otherwise? Should you? Do you bid on all devices or all geographies or all hours equally? They

perform differently. Do you bid on your buyers and non-buyers equally?

… and the list is really endless …

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SEARCH ENGINE MARKETING

BEYOND ADWORDS

By making your teams / agencies more comprehensive in their approach, significantly more can be accomplished.

Give them the data, tools and accesses Demand more than daily performance reports Build Analytics expertise within your team

Urge them to go BEYOND ADWORDS.

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SEARCH ENGINE MARKETING

BEYOND ADWORDS

Thanks!Will love to hear from you.vivek.firstcry@gmail.com

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