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Elite SEM EO Presentation
 

Elite SEM EO Presentation

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    Elite SEM EO Presentation Elite SEM EO Presentation Presentation Transcript

    • 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
    • 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
    • 04 GOOGLETOPIC DISPLAY  NETWORK Contextually  Targeted  Campaigns RemarkeKng  Campaigns Placement  Targeted  Campaigns Mobile  Display  Campaigns Contextual  and  Placement  TargeOng YouTube  Display  Campaigns
    • 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  SEMSITE  LINKS  BRANDED
    • 05 WHAT’S  NEW IN  SEMSITE  LINKS  NON-­‐BRANDED
    • 05 WHAT’S  NEW IN  SEMPRODUCTEXTENSIONS  —  PLUS  BOX
    • 05 WHAT’S  NEW IN  SEMPRODUCT  EXTENSIONS  —  PRODUCT  LIST
    • 05 WHAT’S  NEW IN  SEMPRODUCT  LISTINGS
    • 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
    • LOCAL  AD  EXTENSIONS
    • 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
    • YAHOO  MSN  RICH  ADS  IN  SEARCH FORM/VIDEO TEMPLATE LINKS/VIDEO TEMPLATE FORM/IMAGE TEMPLATE LINKS/IMAGE TEMPLATE
    • WHAT’S  NEXTAT  ELITE  SEM?WEB  ANALYTICS  iPHONE  APPNONPROFIT  PARTNERSHIPS
    • Customizable  Analy5cs  DashboardWeb  Based,  Excel,  Widget  &  IPad
    • THANK  YOUben@elitesem.com