sem campaign management
DESCRIPTION
Chris Zaharias gave this presentation at the SMX/AdTech NYC conference.TRANSCRIPT
SMX @ Ad:Tech NYC
SEM Campaign Management
Chris ZahariasChief Revenue Officer
[email protected](415) 832-0089 cell
Chris Zaharias@Searchquant
Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
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Humans Have Plenty To Do
Good SEM platform lets humans handle complexity & focus
Return On Effort
1.Manage Campaigns From One System
2.Customize & Automate Bid Management & Reporting
3.Optimize Campaigns From Query Through Conversion
4.Integrate SEM With Other Marketing Programs
April 12, 2023
© 2008 Omniture Inc
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Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
5
Clicks
Lead Page
Online Leads Completed
Confirmed Sales (CRM)
Lead Funnel KPIs Mapped to Imported CRM data
Business Goals ► KPIs ► Optimization
• Pre-defined metrics• Clicks, CTR, ROAS, CPA
• Define custom metrics• CAR, AOV, Engagement
• Integrate with enterprise• Call center, B&M, LTV
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
6
Multi-KPI Optimization
• MKPIO and the Tail• Tail = less data => leading indicator metrics
• Possible Leading Indicator Metrics (LEMs)• Cart Add• Key Page Views• Checkout Pages 1, 2, 3 etc..• Product View
• Identify LIMs => Weight LIMs => Build into bid mgmt
April 12, 2023
© 2008 Omniture Inc
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Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Types & Multi-channel SEM
4 SEM Industry Metrics & Trends
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
8
Match Type Strategies
• Broad Match gets volume, but it’s a crime
• Strategies: • Broad Match is a permanent temporary, especially now• Negative KW’s needed until BM ROI = EM ROI• Mine site analytics for negative kw addition (integrated reporting/mgmt)
April 12, 2023
© 2008 Omniture Inc
9 Source: Efficient Frontier, Dec 2008
Measure Across Channels• Client launched new brand (unique keyword) and only launched television and
paid search• Search reacted in direct proportion to TV GRPs (Gross Rating Points)• Display, Email & other channels drive Search
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
10
Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 Metrics, Trends & Assumptions
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
11
Ad Budgets By Engine (March 2009)
April 12, 2023
© 2008 Omniture Inc, Confidential & Proprietary
12
Long Tails & Fat Heads
April 12, 2023
© 2008 Omniture Inc
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Source: Hitwise blogReality: • Long tail now in reverse
• Search as navigation
Assumption Reality
The long tail keeps growing Win the head, win the battle
1,001 Things To Do in SEM Return On Effort defines workflow
PPC = traffic management Pre and Post-click Equally Important
Listen to your search engine SE Advice Often Contrary Indicator
Assumptions & 2009 Reality
April 12, 2023
© 2008 Omniture Inc
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