MCM LIVE CONFERENCE & EXPO 2011 “SEARCH STRATEGIES THAT WORK TODAY” PRESENTED BY: BEN KIRSHNER, CEO, EliteSEMMAY 3, 2011 CONNECT WITH US ON FACEBOOK, TWITTER, and LINKEDIN
BEN Highly skilled SEM master with more than 13 years experience guiding online markeOng KIRSHNER campaigns for mulOnaOonal corporaOons & Fortune 1000 brands such as ideeli, Tommy Bahama, Terminix, Havaianas and Michael C. Fina SEM MASTER, Serial entrepreneur adept at growing start-‐ups into high-‐growth companiesSERIAL ENTREPRENEUR, & THOUGHT LEADER. 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
TOPICS 03 MULTI VARIANT TARGETING & OPTIMIZATION Time Of Day TargeOng & OpOmizaOon Day Of Week TargeOng & OpOmizaOon Geographic TargeOng & OpOmizaOon01 LIFETIME VALUE OPTIMIZATION 04 GOOGLE DISPLAY NETWORK RetargeOng Using a cohort analysis Establish Appropriate ROI Goals For Interest Based TargeOng Customer AcquisiOon & RetenOon Contextual TargeOng02 ATTRIBUTIONS Understanding your customers 05 WHAT’S NEW IN SEM Site Links search pa]ern Product Extensions Report and opOmize oﬀ of Product Ad LisOng keyword click paths Call Tracking
01 LIFETIME VALUETOPIC OPTIMIZATION 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?
01 LIFETIME VALUE OPTIMIZATIONDEFINITIONS ACTIVITY QUARTER REPEAT CUSTOMER ACTIVITY the Ome period in which purchases made in quarters subsequent to the purchases are made quarter in which a customer made his ﬁrst purchase. AGE FIRST PURCHASE QUARTER the number of quarters (starOng with 2) ader the ﬁrst the quarter in which a customer purchase quarter. The diﬀerence between the acOvity made his ﬁrst purchase. quarter and ﬁrst purchase quarter. NEW CUSTOMER ACTIVITY COHORT refers to the purchases made in a group of customers who made their ﬁrst purchase the enOre ﬁrst purchase quarter. in the same quarter.
01 LIFETIME VALUE OPTIMIZATION COHORT TRENDS REVENUE TRENDS
01 LIFETIME VALUE OPTIMIZATION COHORT TRENDS SCORECARD
01 LIFETIME VALUE OPTIMIZATION LIFETIME VALUE (LTV) ANALYSIS
01 LIFETIME VALUE OPTIMIZATION LIFETIME VALUE (LTV) ANALYSIS RETENTION % (Loyalty) BY CUSTOMER AGE (yearly cohorts)
01 LIFETIME VALUE OPTIMIZATION LIFETIME VALUE (LTV) ANALYSIS CUMULATIVE QUARTERLY LTV (REVENUES) BY FIRST PURCHASE YEAR 2009 customers (pink) have Average ﬁrst quarter revenues have remained stable for the reached an average of $200 in last 3 years (at $83). Steady iniOal quarter revenues indicate revenues in only 5 quarters, that diﬀerences in cumulaOve revenues are caused by the ﬁrst cohort to do so. increases in repeat purchases and retenOon rate.
02 CLICKTOPIC ATTRIBUTION UNDERSTANDING your customers search pa]ern REPORT AND OPTIMIZE oﬀ of keyword click paths
02 CLICK ATTRIBUTIONMODEL EXAMPLEA]ribuOon will give us the ability to report & SEARCH FUNNELopOmize both manually and through a bid mgmt User searches & clicks on ad tool based on the keyword funnel. for “Coﬀee Online”The reporOng will tell us every keyword that is User searches & clicks on adsearched/clicked on before a sale is completed for “Single Cup Coﬀee”and the ﬁnal keyword searched/clicked on that Then User searches & clicks on adturns into a “Sale”. for “Discount single cup coﬀee”From there we will report & opOmize in 2 ways, a Then User searches & clicks on ad“Lead or Order” will be a]ributed to the last for “coﬀee for less coupon code”keyword searched and an “acOon” will be the equal weight a]ributed to each keyword within RESULTSthe funnel. “coﬀee for less coupon code” will receive 1 “Lead or Order” All 4 keywords will receive .25 “AcOons”
02 CLICK ATTRIBUTION USER 1 USER 2 USER 3 1st SEARCH/CLICK 1st SEARCH/CLICK 1st SEARCH/CLICK • Coﬀee • Single Cup Coﬀee • coﬀee pods • 8/23 8:21AM • 8/4 9:44PM • 9/9 8:24PM • .33 AcOon • .33 AcOon • .33 AcOon 2nd SEARCH/CLICK 2nd SEARCH/CLICK 2nd SEARCH/CLICK • Single Cup Coﬀee • Coﬀee pod • coﬀee pod online prices • 8/23 7:51PM • 8/4 9:45PM • 9/9 8:50PM • .33 AcOon • .33 AcOon • .33 AcOon 3rd SEARCH/CLICK 3rd SEARCH/CLICK 3rd SEARCH/CLICK • CoﬀeeForLess • Coﬀeeforless • coﬀee pod free shipping • 8/25 9:18am • 8/4 9:45PM • 9/9 9:16PM SALE COMPLETED SALE COMPLETED SALE COMPLETED • 8/25 9:23AM • 8/24 9:51PM • 9/9 9:20PM • 1 Order & .33 AcOon • 1 Order & .33 AcOon • 1 Order & .33 AcOon
03 MULTI VARIANT TARGETINGTOPIC & OPTIMIZATION
03 MULTI VARIANT TARGETING & OPTIMIZATIONHERE IS MY CONVERSION RATE 9.25% $77.44 CONVERSION AVERAGE RATE ORDER VALUE 118,554 524,096 TRANSACTIONS PURCHASED PRODUCTS
03 MULTI VARIANT TARGETING CONVERSION & OPTIMIZATION RATEwhy not bid by TIME OF DAY? 9.25% Conversion Rate
03 MULTI VARIANT TARGETING CONVERSION & OPTIMIZATION RATEwhy not bid by GEO?
03 MULTI VARIANT TARGETING CONVERSION & OPTIMIZATION RATEwhy not bid by DAY OF WEEK? Tuesday and Thursdays are the best converOng days Saturday is the worst converOng day
Google Crawls Google Will Match Adver9ser Builds Advantages: Their En9re Content Of Relevant Google Will Then Keyword Ad Groups Ability To Bid On CPC Ad Network Sites To Your Display Your Text Based On A Theme & Transparent (Ad Sense) Keyword Theme And/or Banner Example : Network With Ability To Determine Example : On The Site Coﬀee Pods To Block Sites Site Themes CoffeePodReviews.com
HOW DOES COMMON REMARKETING WORK? REMARKETING EXAMPLESTarget Previous Site Visitors As They ADD ALL SITE VISITORS SHOPPING CART Browse The Web (Within Google The most basic remarkeOng, put ABANDONMENT Network) a remarkeOng tag on every page REMARKETING of the site (easily done with a Place tags on the view shopping By Tagging Speciﬁc Pages Of Your Site standard footer or my placing cart page but with a negaOve You Will Be Able Segment Customers By the pixel on your homepage). audience of people who convert Their Behavior their purchases. CATEGORY SPECIFIC For OpKmal TargeKng Create An REMARKETING TARGET PEOPLE WHO AdWords Campaigns For Each Segment Create a remarkeOng tag for CONVERTED WITH each product category. Make as UP-‐SELL/CROSS-‐SELL With Highly Targeted Banner Copy MESSAGING many tags as you have speciﬁc Advantages Of Using Google Network – categories. Using your converted users list you can take advantage of that CPC Bidding, NegaKve Audiences, & Tommy Bahama list to deliver cross-‐sell and up-‐Transparent Network/Block Sites ‣ Shirts sell messaging ads. If you can ‣ Pants create product-‐level lists in ‣ Men’s Swim order to cross sell you can reach ‣ Women’s Swim users who converted for one ‣ Big & Tall product with an oﬀer for another product.
CUSTOMER PUTS ITEMS IN VISITS SITE SHOPPING CART Visitor Leaves Site GOOGLE CPC Visitor Leaves SiteACer Viewing Coﬀee Pods REMARKETING With Product In Cart BRAND GENERAL SPECIFIC SITE SITE
05 WHAT’S NEWTOPIC IN SEM SITE LINKS PRODUCT EXTENSIONS PRODUCT LISTING ADS GOOGLE CALL METRICS ENHANCED HEADLINE + DESCRIPTION LINE 1 MOBILE OPTIONS LOCAL AD EXTENSIONS CACR (CONVERSION AWARE CREATIVE ROTATION) GOOGLE ADWORDS RULE AUTOMATION GOOGLE DISPLAY NETWORK (GDN)
05 WHAT’S NEW IN SEMCALL METRICS 1 (877) 470 4812
05 WHAT’S NEW IN SEM 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 ENHANCED HEADLINE text. This new look requires the ad to both show at one of the top HEADLINE + DESCRIPTION LINE 1 placements and have a descrip8on line 1 ending in punctua8on. BEFORE AFTER
OPTIONS CLICK TO MOBILE SITE Click To Call Only Click To Mobile Site CLICK TO CALL ONLYClick To Call & Click To Site
Contextually Targeted CampaignsPlacement Targeted CampaignsContextual and Placement TargeOngRemarkeOng CampaignsMobile Display CampaignsYouTube Display CampaignsLike User Campaigns
05 WHAT’S NEW IN SEMCONVERSION-‐AWARECREATIVE ROTATION (CACR)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 RULES AVAILABLE FOR? Ad Groups Ads Keywords Campaigns WHAT IS AUTOMATED RULES NOT AVAILABLE FOR? Display Network Ad Extensions RemarkeOng WHAT IS AUTOMATED RULES CREATED 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 changes Pause an ad or keyword when it has spent its allocated budget ‣ Bid Changes Raise the bids to ﬁrst page es8mated CPC when conversion rate drops ‣ Budget ChangesREAD MORE Raise or lower budget on a par8cular day of the week
Google Keywordless AdsBETA Dynamically match searches to the most relevant page Dynamically create a speciﬁc ad for every search without keywords – like natural searchTARGET WEB PAGES, NOT KEYWORDS Specify Pages To AdverOse & Your Bid For That Page When a Search is relevant to one of your pages Then Create An Ad Text Template Google will show a dynamic ad using your template ‣ Does Not Trump ExisOng Keywords/Ads & Does Not Aﬀect Quality Score