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Web.com Paid SEM Overview+ Managed over 40,000 paid SEM campaigns since 2006+ Currently managing $560,000 in SEM campaigns for 5,000 SMB’s+ Target SMB’s under standard YP headings+ Proprietary API and SEM campaign management tools+ We advertise only on Tier 1 Search Engines and their search networks+ Web.com does not use ad copy templates – All ad copy is 100% customized to the website+ Campaigns managed by Certified Google Advertising Professionals+ 13 SEM campaign managers+ Dedicated campaign manager for Berry customers (Mike Tokarcik) • Responds to Berry Budget Requests • Interfaces with Berry on escalations/campaign special requests • Responsible for overall metrics/success of Berry SEM campaigns
What We Do+ Website Review and Research • Services reviewed • Individual Ads created for separate services pages+ Keyword selection • Chosen based on relevance to the website matching the advertiser’s products & services • Google Quality Score is monitored+ Write Ad Copy • Keywords specific to ads • Ads linked to landing pages within site • Phone number included in ad • Word variations+ Campaign Management • Monitored for performance (meeting budget targets, providing value through leads). • Campaigns optimized daily/weekly/monthly based on results.
Targeting+ Local (IP) Targeting (where is the computer?) o We use our partners’ (Google, Yahoo!, etc.) technology to target computers in the customers service area. o We publish our customers’ listings with their “category” keywords (e.g. “plumber”) and then designate computers in which metro area we want the ads to appear on+ National Targeting (what did the user type?): o We publish ads using the customer’s 10 best geographic descriptors, combined with all the category Keywords. o For example, if a plumber in Washington DC wanted to service Washington DC and Arlington, we would run KWs like Washington DC Plumber, Washington DC Drain Cleaning, Arlington VA Plumber, Arlington VA Drain Cleaning
Where Ads AppearSERP – Sponsored Ads Result includes Google Site Links
Industry-Leading Keyword Management• Hundreds of Categories• Keyword Library Hundreds of thousands of keywords Includes negatives• Geo modifier library for each DMA• Keywords are thematically grouped Efficient campaign implementation• Complete customization available Match types (Broad, Phrase, Exact) Custom bidding by keyword
Our Experts Write All of the Ad Copy+ Average campaign has 8 - 20 Ad Groups • AdGroups target customer specialties • Custom written, conversion oriented ad copy • Highly specific keywords combined with geo modifiers 10
Budget Pacing+ Budget Is Paced to Spend Evenly Throughout Month+ We divide the budget target spend amount by the number of days in the budget cycle and attempt to spend that amount each day+ Each morning we recalculate the daily target spend amount based on the total amount spent so far during that budget cycle+ Example • Target spend = $900; 30-day cycle o Day 1 spend target = $30 o Day 1 actual spend = $20 o Day 2 spend target = ($900 - $20)/29 = $30.34, or =(monthly target $ - $ spend to date)/remaining days in cycle+ Rollover Budget: Target budget spend that is not spent during a cycle is added to the next budget cycle
Allocating Budget+ The greatest spend volume typically comes from Google (80%), Yahoo (15%), and then MSN (5%)+ Typical starting budget allocation: + 60% Google; 20% Yahoo; 20% MSN+ We can reallocate budgets form one platform to another if needed+ We an eliminate a platform entirely if a customer prefers or for the lowest budgets ($500 and less)
What Drives Results?+ Campaign Managers are $ incentivized to hit goals/improve performance MOM+ Three goals with each campaign: • Provide ROI by focusing on click to action conversion rate • Improve metrics month over month ($CPA and Conversion %) • Fulfill budget spend target – meet contract SLA Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Spend% 18% 60% 53% 54% 71% 61% 66% Conv% 7.14% 3.03% 6.66% 8.77% 9.13% 9.65% 11.90% $CPA $45.98 $69.42 $48.57 $41.84 $40.61 $36.98 $31.44 13
Sample Success Stories A & A Recycling/$350 DMA-Cincinnati 23.33% Conversion Rate 16.79% CTR Avg. Position 1.3 A Limousine Associates/$1000 DMA-Cincinnati 29.41% Conversion Rate 4.04% CTR Avg. Position 2.1 Accel Party Rentals & Design/$500 DMA-Honolulu 52% Conversion Rate 17.53% CTR Avg. Position 1.8 14