Sem & performance best practices by luciano spinelli

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This presentation shows an effective way of creating a well segmented Online Campaign thought clear objevtives.

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Sem & performance best practices by luciano spinelli

  1. 1. SEM & Performance – Best Practices<br />By LucianoSpinelli<br />
  2. 2. Topics<br /><ul><li> Terms Collection
  3. 3. Segmentation and Long Tail for: Best Practices (Theory and Examples)</li></li></ul><li>Terms Collection<br />
  4. 4. Terms Collection<br />Main points to work on<br />Language: it is useful to revise the ads and search queries to adapt them to the local usage.<br />Terminology: there are specific terms that are not yet at a “language” level, and to capture them suppose and advantage against the competition.<br />Geography: each country,city, or neighbor hoodhas different online behaviors, so if we identify and segment these behavior per territory the investment will turn to be much more effective. <br />
  5. 5. Segmentation and Long Tail for Search and <br />Display: Best Practices<br />
  6. 6. Segmentation: Best Practices<br />Theory<br />Relevancy: 1 concept per ad group (small groups of keywords)<br />A) Show an ad only to the users that will find the ad really relevant.<br />B) Make the ad completely relevant for the search query.<br />The same way the key of marketing is how to segment the audience to whom the products will be sold, in Adwords segmentation plays the very same role: it is vital to segment which audience will be seeing each ad.<br />
  7. 7. Segmentation: Best Practices<br />Example: a campaign with generic terms (non brand) related to a characteristic of the product, let’s say “cheap”<br />Campaign<br />Ad Groups<br />Keywords<br />Cheap flights to Miami<br />Search - Miami<br />Cheap Flights to Miami<br />Cheap Tickets to Miami<br />Cheap flights Miami<br />Search - Spain<br />Miami Cheap Flights<br />Cheap Fares to Miami<br />Search – Buenos Aires<br />There are many similar groups, that contain similar but different concepts<br />It can not be assured that a term that works on a specific market will work on another one, the only constant is the learning from each market<br />
  8. 8. Segmentation: Best Practices<br />Example “A”: a campaign with generic terms (non brand) related to a characteristic of the product, let’s say “cheap”<br />Keywords<br />Matches<br />Ad<br />Cheap flights to Miami<br />(Exact)<br />{KeyWord: Cheap Flights to Miami}<br />Book {KeyWord: Cheap Flights to Miami}<br />At the Best Price here!<br />CheapFlights.com/Miami<br />Cheap flights Miami<br />(Exact)<br />Miami Cheap Flights<br />(Exact)<br />Cheap flights to Miami<br />(Phrase)<br />Cheap flights Miami<br />(Phrase)<br />Miami Cheap Flights<br />(Phrase)<br />+Miami +Cheap +Flights<br />(Broad)<br />Each group has only keywords directly related to the concept of the group. This is the key of how to do relevant ads, because it is easy to create and ad that only speaks about one concept. As you may see different matches are used, with different CPC scales (from the cheapest in broad, to the most expensive ones on exact)<br />It can not be assured that a term that works on a specific market will work on another one, the only constant is the learning from each market<br />
  9. 9. Long Tail: Best Practices<br />Theory<br />Reaching the users that are more advanced in the buying process<br />Use as many variables as possible in the keyword and in the ad<br />To direct the users to the landing page that they are looking for <br />Reaching these users is more profitable because it is supposed that they already know what they want, and it is easier for them (and cheaper for us) to make a choice.<br />
  10. 10. Long Tail: Best Practices<br />Example : a campaign that mixes 4 variables: 2 characteristics (“Cheap” and “Last Minute”, the product and the destiny.<br />Campaign<br />Ad Groups<br />Keywords<br />Cheap Last Minute Flights to Miami<br />Search - Miami<br />Cheap Last Minute Flights to Miami<br />Search - Spain<br />Last Minute Cheap Flights to Miami<br />Cheap One Way Flights to Miami<br />Search – Buenos Aires<br />It can not be assured that a term that works on a specific market will work on another one, the only constant is the learning from each market<br />
  11. 11. Long Tail: Best Practices<br />Example : a campaign that mixes 4 variables: 2 characteristics (“Cheap” and “Last Minute”, the product and the destiny.<br />Keywords<br />Matches<br />Ad<br />Cheap Last Minute Flights to Miami<br />(Exact)<br />{KeyWord: Cheap Flights to Miami}<br />Book {KeyWord: Cheap Flights to Miami}<br />Chek our Last Minute Flights!<br />CheapFlights.com/Flights+Miami<br />Last Minute Cheap Flights to Miami<br />(Exact)<br />Cheap Last Minute Flights to Miami<br />(Phrase)<br />Last Minute Cheap Flights to Miami<br />(Phrase)<br />+Last +Minute +Cheap +Flights to +Miami<br />(Broad)<br />These variables have been added in the Keywords and in the Ad.<br />It can not be assured that a term that works on a specific market will work on another one, the only constant is the learning from each market<br />
  12. 12. Long Tail: Best Practices<br />Example : a campaign that mixes 4 variables: 2 characteristics (“Cheap” and “Last Minute”, the product and the destiny.<br />CheapFlights > Last Minute Deals<br />Miami is a major city located on the Atlantic coast in southeastern Florida and the county seat of Miami-Dade County, the most populous county in Florida, and the eighth-most populous county in the United States, with a population of<br />Finally, the part that really makes the difference, is to lead the users to the landing page they are looking for.<br />It can not be assured that a term that works on a specific market will work on another one, the only constant is the learning from each market<br />
  13. 13. Search & Display<br />All the ideas and concepts explained in this presentation can be efficiently used on both networks<br />Display Network<br />Search Network<br />Most people do not think or realize that they can put in practice these same techniques in the Display Network, as well as in the Search Network.<br />
  14. 14. LucianoSpinelli<br />http://ar.linkedin.com/in/lucianospinelli<br />Tuchi360<br />Thank you very much.<br />
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