SEM

1
SEM Search Marketing Management

• PRESENTED BY
• Jeff Lancaster
• VP, Sales Business Development

2
SEM Why cant I just do this myself?

3
Search Engine Marketing Your Way
Keywords drive search engine ROI. Products drive
advertiser ROI.
Advertiser
Search Engine
Click

• Want the highest yield (eCPM) for their available
  inventory
• High CPC for keywords
• Highest CTR for creatives
• Keyword drives SE ROI

• Want the highest ROI
• Highly relevant products per person
• High level of sales
• Low CPA
• Product drives advertiser ROI

4
The Problems of Do-It-Yourself (DIY) SEM

• Without the proper measurement tools, you buy
  terms the search engine want you to buy not what
  works for you...

term refinance house
term home loan
CPC 0.10
CPC 5.03
5
The Problems of DIY SEM

• Understanding true ROI is difficult
• For 1000s of keywords with variable CPCs
• Based on sales or margin or cost/customer
• Do you know what is working and what isnt?

• To compound the problem
• Industry dynamics change
• P4P bids change frequently
• Implementing takes time and resources that are
  difficult to hire
• Apples to Apples reporting is time consuming

6
The Search Curve

• Different search engine marketing strategies can
  be applied for various areas on the search curve

Rare Terms
Competitive Terms
F(x) of Searches
7
What do SEMs do?

8
24/7 Search Methodology

• Define marketing objectives budgets
• Identify primary content and keywords
• Structure context to content
• Generate feeds listings

• ID performing content keywords
• Evaluate ROI
• Tune and create variants

Optimize
Implement

• Track search terms and CTRs per document,
  template, keyword etc.
• Track conversions against click thrus, documents,
  templates, keywords etc

Measure
9
Automated Bid Management Optimization

• Using technology to manage and simplify keyword
  bidding across multiple search engines and
  optimize for best results.
• As Pay-Per-Click search advertising becomes more
  complex bid management will become more and
  more important for results-driven online
  marketers.

10
How does Bid Management Technology work?

• Using APIs into major engines like Google, Yahoo!
  and MSN - bid management systems pull real-time
  bid price info and then publish new campaigns
  using automated rules-based bidding

11
Rules-based bidding

• We use three major criteria in setting up a
  rules-based bid strategy
• ROAS (Return on ad spend)
• Bid Price
• Bid Rank

12
ROAS Bidding

• We track conversions using tracking/pixel-gif
  technology and attribute the action to the
  keyword, keyword group, creative and product that
  produced it
• Our technology continually adjusts the clients
  bid prices to achieve defined ROAS goals
• Travel client wants to sell a plane ticket to
  London for 75 CPA or less

13
Bidding based on Price, Rank

• Client can set a minimum and maximum CPC eg.
  Bid as little as 0.10 CPC but no more than
  1.00 CPC
• Client determines optimal ranking, eg. Always
  rank in the top 3 for my key terms, system will
  automatically adjusts bids to achieve desired
  rank

14
Market Effectiveness strategy

• Bid to achieve a 75 CPA or better, always rank
  in the top 3 and do not bid more than 1.00 CPC
• We would combine these bid criteria in a Market
  Effectiveness strategy

15
Other Popular Bidding Strategies

• Market Dominance strategy
• Bid high gt Rank high
• Common for brand advertisers or short term
  campaign executions
• Market Efficiency strategy
• Bid low gt keep costs low
• Common for SMEs or advertisers who just want to
  drive traffic

16
Popular Bidding Techniques

• Bid Shadowing
• Watch your competitors bids and always bid one
  cent more
• Bid Gap Management
• Bid prices are adjusted to take advantage of Bid
  Gap opportunities

Price
1
2
3
Rank
17
SEM Bid Management Optimization

18
Four Factors That Influence Conversions
19
Decide DNA Optimizes Bids

• Decide DNA optimizes bids by analyzing at all
  factors that influence Conversion Rate
• Not always enough clicks to optimize on keyword
  alone

Product
Conversion Rate
Creative
Bid
Search Engine
Kwd
Kwd Group
Product
Click
Sale
20
Contact Information
Questions?Jeff LancasterVP, Sales Business
Developmentjeff.lancaster_at_247realmedia.com416-96
6-2542 x263