elite sem eo presentation
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MCM LIVE CONFERENCE& EXPO 2011
MAY 3, 2011
PRESENTED BY:
BEN KIRSHNER, CEO, EliteSEM
“SEARCH STRATEGIES THAT WORK TODAY”
CONNECT WITH US ON FACEBOOK, TWITTER, and LINKEDIN
Highly skilled SEM master with more than 13 years experience guiding online markeOng campaigns for mulOnaOonal corporaOons & Fortune 1000 brands such as ideeli, Tommy Bahama, Terminix, Havaianas and Michael C. Fina
Serial entrepreneur adept at growing start-‐ups into high-‐growth companies
InnovaKve entrepreneur recognized in Inc. 5000 List of Fastest Growing Private Companies in 2010
Respected thought leader featured in prominent news publicaOons including Wall Street Journal, Entrepreneur.com, BNET, MediaPost, Mashable, New York Times, Internet Retailer, MulOchannel Merchant
Adjunct Instructor at New York University
BEN KIRSHNER
SEM MASTER,SERIAL ENTREPRENEUR,
& THOUGHT LEADER.
LIFETIME VALUEOPTIMIZATION01
TOPICSUsing a cohort analysisEstablish Appropriate ROI Goals For Customer AcquisiOon & RetenOon
WHAT’S NEWIN SEM05Site LinksProduct ExtensionsProduct Ad LisOngCall Tracking
ATTRIBUTIONS02Understanding your customers search pa]ernReport and opOmize off of keyword click paths
GOOGLEDISPLAY NETWORK04RetargeOngInterest Based TargeOngContextual TargeOng
MULTI VARIANT TARGETING& OPTIMIZATION03Time Of Day TargeOng & OpOmizaOonDay Of Week TargeOng & OpOmizaOonGeographic TargeOng & OpOmizaOon
LIFETIME VALUEOPTIMIZATION01TO
PIC
How many of you know how much money you make from your customers over their life5me?SIMPLE MATH…
My FIRST average order revenue is $100 ➜ My average profit margin is 10%
Therefore my profit from that order is $10.00
According to my LTV Report my avg customers return 8 Kmes in 3 years ➜ Customer Life8me Value Analysis: Customers Return an Average of 2.67 Times Per Year
So now I need to ask myself how much am I willing to spend to make $80.00 profit? ➜ What Am I Willing To Pay For A Customer Who Will Purchase Almost 3X Per Year?
LIFETIME VALUEOPTIMIZATION01
DEFINITIONSACTIVITY QUARTERthe Ome period in whichpurchases are made
FIRST PURCHASE QUARTERthe quarter in which a customer made his first purchase.
NEW CUSTOMER ACTIVITYrefers to the purchases made in the enOre first purchase quarter.
REPEAT CUSTOMER ACTIVITYpurchases made in quarters subsequent to the quarter in which a customer made his first purchase.
AGEthe number of quarters (starOng with 2) ader the first purchase quarter. The difference between the acOvity quarter and first purchase quarter.
COHORTa group of customers who made their first purchase in the same quarter.
LIFETIME VALUEOPTIMIZATION01 COHORT
TRENDS
LIFETIME VALUEOPTIMIZATION01REVENUE TRENDS
COHORTTRENDS
LIFETIME VALUEOPTIMIZATION01 COHORT
TRENDS SCORECARD
LIFETIME VALUEOPTIMIZATION01 LIFETIME VALUE (LTV)
ANALYSIS
LIFETIME VALUEOPTIMIZATION01RETENTION % (Loyalty) BY CUSTOMER AGE (yearly cohorts)
LIFETIME VALUE (LTV)ANALYSIS
LIFETIME VALUEOPTIMIZATION01CUMULATIVE QUARTERLY LTV (REVENUES) BY FIRST PURCHASE YEAR
LIFETIME VALUE (LTV)ANALYSIS
2009 customers (pink) have reached an average of $200 in revenues in only 5 quarters, the first cohort to do so.
Average first quarter revenues have remained stable for the last 3 years (at $83). Steady iniOal quarter revenues indicate that differences in cumulaOve revenues are caused by increases in repeat purchases and retenOon rate.
CLICKATTRIBUTION02TOPIC
UNDERSTANDINGyour customers search pa]ern
REPORT AND OPTIMIZEoff of keyword click paths
CLICKATTRIBUTION02
A]ribuOon will give us the ability to report & opOmize both manually and through a bid mgmt tool based on the keyword funnel.
The reporOng will tell us every keyword that is searched/clicked on before a sale is completed and the final keyword searched/clicked on that turns into a “Sale”.
From there we will report & opOmize in 2 ways, a “Lead or Order” will be a]ributed to the last keyword searched and an “acOon” will be the equal weight a]ributed to each keyword within the funnel.
MODELSEARCH FUNNELUser searches & clicks on ad for “Coffee Online”User searches & clicks on adfor “Single Cup Coffee”Then User searches & clicks on adfor “Discount single cup coffee”Then User searches & clicks on adfor “coffee for less coupon code”
RESULTS“coffee for less coupon code”will receive 1 “Lead or Order”All 4 keywords will receive .25 “AcOons”
EXAMPLE
1st SEARCH/CLICK • Single Cup Coffee• 8/4 9:44PM• .33 AcOon
2nd SEARCH/CLICK • Coffee pod• 8/4 9:45PM• .33 AcOon
3rd SEARCH/CLICK • Coffeeforless• 8/4 9:45PM
SALE COMPLETED • 8/24 9:51PM• 1 Order & .33 AcOon
USER 21st SEARCH/CLICK • coffee pods• 9/9 8:24PM• .33 AcOon
2nd SEARCH/CLICK • coffee pod online prices• 9/9 8:50PM• .33 AcOon
3rd SEARCH/CLICK • coffee pod free shipping• 9/9 9:16PM
SALE COMPLETED • 9/9 9:20PM• 1 Order & .33 AcOon
USER 3
CLICKATTRIBUTION02
1st SEARCH/CLICK • Coffee• 8/23 8:21AM• .33 AcOon
2nd SEARCH/CLICK • Single Cup Coffee• 8/23 7:51PM• .33 AcOon
3rd SEARCH/CLICK • CoffeeForLess• 8/25 9:18am
SALE COMPLETED • 8/25 9:23AM• 1 Order & .33 AcOon
USER 1
MULTI VARIANT TARGETING& OPTIMIZATION03TO
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HERE IS MY CONVERSION RATE
MULTI VARIANT TARGETING& OPTIMIZATION03
9.25%CONVERSIONRATE
118,554TRANSACTIONS
$77.44AVERAGEORDER VALUE
524,096PURCHASEDPRODUCTS
why not bid by TIME OF DAY?
MULTI VARIANT TARGETING& OPTIMIZATION03 CONVERSION
RATE
9.25% Conversion
Rate
why not bid by GEO?
MULTI VARIANT TARGETING& OPTIMIZATION03 CONVERSION
RATE
why not bid by DAY OF WEEK?
MULTI VARIANT TARGETING& OPTIMIZATION03 CONVERSION
RATE
Tuesday and Thursdaysare the best converOng days
Saturday is the worstconverOng day
GOOGLEDISPLAY NETWORK04TO
PIC
Contextually Targeted Campaigns RemarkeKng Campaigns
Placement Targeted Campaigns Mobile Display Campaigns
Contextual and Placement TargeOng YouTube Display Campaigns
Google Crawls Their En9re Ad Network (Ad Sense)
To Determine Site Themes
Adver9ser Builds Keyword Ad Groups Based On A Theme
Example : Coffee Pods
Google Will Match Content Of Relevant
Sites To Your Keyword Theme
Example :CoffeePodReviews.com
Google Will Then Display Your Text And/or Banner On The Site
Advantages: Ability To Bid On CPC
& Transparent Network With Ability
To Block Sites
HOW DOES REMARKETING WORK?Target Previous Site Visitors As They Browse The Web (Within Google Network)
By Tagging Specific Pages Of Your Site You Will Be Able Segment Customers By Their Behavior
For OpKmal TargeKng Create An AdWords Campaigns For Each Segment With Highly Targeted Banner Copy
Advantages Of Using Google Network – CPC Bidding, NegaKve Audiences, & Transparent Network/Block Sites
COMMON REMARKETING EXAMPLESADD ALL SITE VISITORSThe most basic remarkeOng, put a remarkeOng tag on every page of the site (easily done with a standard footer or my placing the pixel on your homepage).
CATEGORY SPECIFIC REMARKETINGCreate a remarkeOng tag for each product category. Make as many tags as you have specific categories.
Tommy Bahama‣ Shirts‣ Pants‣Men’s Swim‣Women’s Swim‣ Big & Tall
SHOPPING CART ABANDONMENT REMARKETINGPlace tags on the view shopping cart page but with a negaOve audience of people who convert their purchases.
TARGET PEOPLE WHO CONVERTED WITH UP-‐SELL/CROSS-‐SELL MESSAGINGUsing your converted users list you can take advantage of that list to deliver cross-‐sell and up-‐sell messaging ads. If you can create product-‐level lists in order to cross sell you can reach users who converted for one product with an offer for another product.
GOOGLE CPCREMARKETING
Visitor Leaves SiteWith Product In Cart
Visitor Leaves SiteACer Viewing Coffee Pods
CUSTOMERVISITS SITE
PUTS ITEMS IN SHOPPING CART
BRAND SPECIFIC SITE
GENERALSITE
WHAT’S NEWIN SEM05TO
PIC
SITE LINKSPRODUCT EXTENSIONSPRODUCT LISTING ADSGOOGLE CALL METRICSENHANCED HEADLINE + DESCRIPTION LINE 1MOBILE OPTIONSLOCAL AD EXTENSIONSCACR (CONVERSION AWARE CREATIVE ROTATION)GOOGLE ADWORDS RULE AUTOMATIONGOOGLE DISPLAY NETWORK (GDN)
SITE LINKS BRANDED
WHAT’S NEWIN SEM05
SITE LINKS NON-‐BRANDED
WHAT’S NEWIN SEM05
PRODUCTEXTENSIONS — PLUS BOX
WHAT’S NEWIN SEM05
PRODUCT EXTENSIONS — PRODUCT LIST
WHAT’S NEWIN SEM05
PRODUCT LISTINGS
WHAT’S NEWIN SEM05
CALL METRICS
WHAT’S NEWIN SEM05
1 (877) 470 4812
AFTER
ENHANCED HEADLINEHEADLINE + DESCRIPTION LINE 1
WHAT’S NEWIN SEM05
Ini5al studies show an average liC of 5.7% CTR for top rail ads on Google.com that merge the headline with the second line of ad
text. This new look requires the ad to both show at one of the top placements and have a descrip8on line 1 ending in punctua8on.
BEFORE
CLICK TO MOBILE SITE
CLICK TO CALL ONLY
OPTIONS Click To Call Only
Click To Mobile Site
Click To Call & Click To Site
LOCAL AD EXTENSIONS
Contextually Targeted Campaigns
Placement Targeted Campaigns
Contextual and Placement TargeOng
RemarkeOng Campaigns
Mobile Display Campaigns
YouTube Display Campaigns
Like User Campaigns
CONVERSION-‐AWARECREATIVE ROTATION (CACR)
WHAT’S NEWIN SEM05
CaCR adds a third campaign seong for ad rotaKon (“OpKmize for conversions”) in accounts with conversion tracking enabled. CaCR aims to maximize conversions by looking at CTR and conversion rate of each ad, rather than “OpOmize for clicks”, which looks at only CTR. If there isn’t sufficient conversion data to determine which ad will provide the most conversions, ads will rotate using “OpOmize for clicks” data.
CaCR works for both Search and Display Campaigns, and can be selected under the Campaign Sesngs of conversion-‐tracked accounts.
WHAT IS AUTOMATED RULESAVAILABLE FOR?Ad GroupsAdsKeywordsCampaigns
WHAT IS AUTOMATED RULESNOT AVAILABLE FOR?Display NetworkAd ExtensionsRemarkeOng
WHAT IS AUTOMATED RULESCREATED FOR?Based on the Google documentaOon around the product, it is iniOally focusing on 3 types of common changes that AdWords users regularly perform on their accounts.
‣ Status changesPause an ad or keyword when it has spent its allocated budget‣ Bid ChangesRaise the bids to first page es8mated CPC when conversion rate drops‣ Budget ChangesRaise or lower budget on a par8cular day of the week
READ MORE
Dynamically match searches to the most relevant page without keywords – like natural search
Google Keywordless AdsBETA
TARGET WEB PAGES, NOT KEYWORDSSpecify Pages To AdverOse & Your Bid For That PageThen Create An Ad Text Template‣Does Not Trump ExisOng Keywords/Ads & Does Not Affect Quality Score
When a Search is relevant to one of your pages Google will show a dynamic ad using your template
Dynamically create a specific ad for every search
LINKS/IMAGETEMPLATE
FORM/IMAGETEMPLATE
LINKS/VIDEOTEMPLATE
FORM/VIDEOTEMPLATE
YAHOO MSN RICH ADS IN SEARCH
WHAT’S NEXTAT ELITE SEM?WEB ANALYTICS iPHONE APPNONPROFIT PARTNERSHIPS
Customizable Analy5cs Dashboard
Web Based, Excel, Widget & IPad