search engine marketing - reliable group
TRANSCRIPT
SEM Final PresentationKara DavisShiyu Guo
JC SunJames Zheng
Ivy Zhou
Agenda● Overview
○ Company○ Campaign strategy○ KPIs
● Key Results● Conclusion
○ Next Steps○ Secrets to SEM Success
OverviewReliable Group & Our Campaign Strategy
Company: Reliable Group● Custom web & mobile
application development○ B2B & Enterprise ○ High quality at
intermediate cost● IT Consulting & Staffing● Client special needs
○ Focus on NYC region○ No game development○ First paid advertising effort in 44
years
Campaign Strategy: Divide & Conquer
● Campaign goal○ Lead generation
● 16 different services○ 3 services per team
member● Search & Display
campaigns○ Landing pages -
individual services
KPIs: Impressions, Clicks, CTR and CPC● Impressions
○ Indicator of eyeballs○ The right keywords and placement?
● Clicks ○ Indicator of results○ Web site was not designed for lead generation
■ More accurate in gauging performance● Click-Through-Rate
○ Indicator of efficiency○ Assess our ad copy and segmentation
● Avg.CPC○ Indicator of profitability○ Limited historical data as to average profit per lead
■ Revenue ranges from $20,000 - $1,000,000
Key ResultsDetailed Breakdown of Individual Campaigns
Key Results: Kara
Key Results: Kara
Key Results: Kara
Key Results: Kara
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Key Results: Kara
July and August saw the most action overall.
Search did not perform well in relation to Display. In July, Display reached 2.65% CTR with 13,408 impressions.
In August, Display CTR decreased a bit reaching 2.61% CTR with 4,680 impressions.
Key Results: Kara
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Key Results: Kara
•
Key Learnings: Kara●
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Key Results: Shiyu
Search campaignAd groups:
● B2B solutions● CMS● Content Management System● Software Application Testing
Campaign Overview
Display campaignAd groups:
● B2B solutions● Software Development● Content Management System
Ad Group Overview
Ad Group Overview
Ad Groups of Display Campaign
Ad Groups of Search Campaign
Top Display Ads
Top Search Ads
Key Learnings: Shiyu● Use search query report to improve keyword’s quality score and adjust Max. CPC bid timely to
get ads to appear on the first page.
● Including keywords in the ad text is significant to attract customers’ attention. When customers see keywords in the ad text, they will know that our ads relate to their search.
● Adding call extension can improve ad rank and help campaign perform better
● For display campaign, it is important to target multiple placements with the subjects that our customers may be interested in. So we can use topic targeting to place our ads on those website pages to generate impression and reach a broad audience quickly.
● Display ads that were placed in mobile apps got more clicks than those were placed on web pages.
Key Results: Ivy
Campaign Overview
●● Display ads generate more impression and clicks than search ads.
Ad Groups (Display)
Ad Groups (Display) Cont’d
Search Campaign vs. Display Campaign
Top Display Ads
Key Learnings: Ivy● Including keywords in ad text to make it more relevant to the services and capitalize every
word in the ads to make it more noticeable showed a quite effective result in optimizing the campaign.
● Adding Site Link Extensions, Call Extensions, Call Out Extensions could optimize the campaign result.
● Running a Search Term Report to see what keywords people are searching for and triggering the ad and making sure to add irrelevant keywords in the report as negative could increase the results both for the Search Side and Display Side.
● Including Dynamic keyword insertion in the campaign by using {KeyWord:xxx} allows you to show searchers a more relevant ad, as the ad is dynamically updated to include the user's search query.
Key Results: JC
● Display ads generate more impressions and clicks than search ads.
Optimization Technique: Day of Week Analysis
Optimization Technique: Day of Week Analysis
JC
Result: Day of Week Analysis
JC
Result: Day of Week Analysis
JC
Key Learnings: Day of Week Analysis
Summary:● To increase campaign’s overall impressions and clicks should not only
focus on the impressions data of previous weeks, but also focus on the CTR.
● “Day of week” report is a useful tool to allocate budget, thus optimizing the performance of the campaign.
● Eliminating the placements that aren’t relevant to the content of the website is a great way to decrease impressions, thus increase CTR.
Optimization Technique: Run Placement Performance Reports
JC
Optimization Technique: Run Placement Performance Reports
JC
Optimization Technique: Demographic Targeting
JC
Optimization Technique: Demographic Targeting
JC
Results: Run Placement Performance Reports & Demographic Targeting
JC
Results: Run Placement Performance Reports & Demographic Targeting
JC
Key Learnings: Run Placement Performance Reports & Demographic Targeting
Summary:● Placement report helps identify which placements attract the target to the
site. To better increase the CTR, which is fewer impressions, more clicks, the placements that didn’t drive traffic to the site should be eliminated and instead adding more related ones.
● Demographics report helps identify which groups of people tend to visit the site. Changing age range based on the report helps to target the ideal audience more specifically.
Optimization Technique: Keywords
JC
Key Learnings: Keywords
Summary:● Constantly checking the performance of the keywords is very
necessary. Eliminating the keywords that don’t drive traffic to the site is a good practice. The keywords captured lots of impressions or had high bounce rate are the ones should be eliminated.
● Google recommended keywords and thinking as a customers are two ways to add new keywords ideas.
● One thing about the search campaign is that the budget is limited, and the keywords are expensive.
Key Results: James
● Display performed better due to high CPC in keywords○ Keywords are competitive
Key Results: James Search● Ad Extensions (7/6)
○ Sitelinks, callouts○ More impressions, higher CTR
● Search Query Analysis (6/29)○ Included more
negatives
● Ad copy analysis (7/13-7/20)○ DKI performed
best
Key Results: James Display
● Day of the week analysis (6/29)○ +20% on Mon & Tues○ -20% on Fri & Sat
● Placement exclusion (7/6-7/13)○ Many impressions in game app
■ CTR did not improve as expected
● Mobile Bid Adjustment (7/20)○ +10% on
mobile
Key Learnings: James
● Use Extensions as much as possible○ Conversions from
sitelinks
○ High CTR for callouts
ConclusionNext Steps & Secrets to SEM Success
Next Steps: Landing page optimization and SEO Audit
● Dedicated landing pages for SEM campaigns○ One-pager○ Information/Ad copy + Form
● SEO Audit Checklist○ Title tag
■ Web+Mobile Application | Custom Development | Reliable Group
○ Meta description■ Differentiated marketing messages
for each page
Secrets to SEM Success: WIN the SEM race!
● What is your goal?● Imagine yourself as the searcher● Never stop testing
● Segment your audience. And again!● Explore all your options● Move with the trend, quickly!
Thank You!Q&A