mcanerin budget mix
DESCRIPTION
SEM budget planning slides presented at SMS India 2011 in Bangalore. The title font didn't upload properly - I'll fix on later presentations.TRANSCRIPT
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Search Marketing Mix and Budgets
CEO Summit
Speaker: Ian McAnerin, CEO McAnerin International Inc
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Namaste!
April 14, 2023 2Copyright 2009 McAnerin International Inc.
Namaste!
• Sample Budget Process• Exceptions to the rule examples
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Canadian Tourism Commission
3Copyright 2009 McAnerin International Inc.April 14, 2023
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CTC
4Copyright 2009 McAnerin International Inc.April 14, 2023
Challenges
• KPI’s• Many countries• Campaigns need to synergistic• Cultures search/buy differently
• Holidays / events• Tax returns• Seasonal weather
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Overall Plan
5Copyright 2009 McAnerin International Inc.April 14, 2023
1. Estimated budget - size/importance of each market
2. Research mix: PPC, SEO, SMO, Email, Offline3. Create blocking chart4. Assign actual budgets5. Create Campaign briefs6. Implement campaigns7. Adapt as needed8. Create recommendation report
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Initial Estimate
6Copyright 2009 McAnerin International Inc.April 14, 2023
Country or Region Population Internet Users Internet Broadband Broadband User Growth
( 2008 Est. ) Penetration (%) Subscribers Penetration (%) (2000-2008)
China 1,330,044,605 253,000,000 19.02% 48,500,000 3.65% 1024.40%
United States 301,967,681 220,141,969 72.90% 66,213,257 21.93% 130.90%
Japan 127,288,419 94,000,000 73.85% 27,152,349 21.33% 99.70%
India 1,147,995,898 60,000,000 5.23% 2,520,000 0.22% 1100.00%
Germany 82,369,548 52,533,914 63.78% 17,472,000 21.21% 118.90%
Brazil 191,908,598 50,000,000 26.05% 6,417,000 3.34% 900.00%
United Kingdom 60,943,912 41,817,847 68.62% 13,957,111 22.90% 171.50%
France 62,177,676 36,153,327 58.15% 13,677,000 22.00% 325.30%
Korea, South 49,232,844 34,820,000 70.73% 14,042,728 28.52% 82.90%
Italy 49,232,844 34,708,144 70.50% 9,427,300 19.15% 162.90%
Russia 140,702,094 32,700,000 23.24% 2,900,000 2.06% 954.80%
Canada 33,212,696 28,000,000 84.31% 7,675,533 23.11% 120.50%
Turkey 71,892,807 26,500,000 36.86% 3,632,700 5.05% 1225.00%
Spain 40,491,051 25,623,329 63.28% 7,505,456 18.54% 375.60%
Mexico 109,955,400 23,700,000 21.55% 3,728,150 3.39% 773.80%
Vietnam 86,116,559 20,573,430 23.89% 1,928,191 2.24% 9979.80%
Australia 20,600,856 16,355,388 79.39% 3,939,288 19.12% 147.80%
Poland 38,109,499 16,000,000 41.98% 2,640,000 6.93% 471.40%
Taiwan 23,001,442 15,400,000 66.95% 4,505,800 19.59% 146.00%
Netherlands 16,447,682 15,000,000 91.20% 5,388,000 32.76% 284.60%
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Research Mix
7Copyright 2009 McAnerin International Inc.April 14, 2023
Japan – BlogsCanada – FacebookBrazil – OrkutChina – QQKorea - Naver
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Trending Chart
8Copyright 2009 McAnerin International Inc.April 14, 2023
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Trending Chart
9Copyright 2009 McAnerin International Inc.April 14, 2023
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Blocking Chart)
10Copyright 2009 McAnerin International Inc.April 14, 2023
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Assign Budgets
11Copyright 2009 McAnerin International Inc.April 14, 2023
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Campaign Brief
12Copyright 2009 McAnerin International Inc.April 14, 2023
Flight DatesTarget Audience• Demographics• Psychographics• Primary Target EQGoals and ObjectivesKey MessageKeyword ResearchContent TargetingBudget & CurrencyCountry and Geo TargetsTarget URL’sAnalytics and GoalsRA CI – Responsible, Accountable, Consulted, Informed.
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Implement Campaign
13Copyright 2009 McAnerin International Inc.April 14, 2023
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Adapt as Necessary
14Copyright 2009 McAnerin International Inc.April 14, 2023
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Make Recommendations
15Copyright 2009 McAnerin International Inc.April 14, 2023
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Dhanyavad!
16Copyright 2009 McAnerin International Inc.April 14, 2023