Your SlideShare is downloading. ×
Cl.guru clickablewebcast goals, optimization.2010.05.27
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Cl.guru clickablewebcast goals, optimization.2010.05.27

441
views

Published on

Published in: Technology, Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
441
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Every page has three components:Sponsored (or paid) ResultsFeatured Results (also sponsored)Organic Results
  • Sort keywords by costs and try to identify any high spending terms that are performing poorly. Consider pausing, deleting, adjusting bids or even leaving alone if it is an important volume contributing term that is necessary to balance a sales-cost blended goal.Examine high volume ad groups on the ad copy level. Use conversion/impressions as a key performance indicator instead of just CTR to determine your best creatives. Pause poor performing creatives to boost Quality Score.In the search query reports, determine what keywords, if any, should be paused or deleted based on extremely low click through rates. Consider adding terms that show positive conversion activity that are not currently being bid on.If content campaigns are running, separate existing campaigns that our opted into both search and content networks by creating new campaigns specifically targeting content and change the existing campaign to search only traffic. (This makes assessing performance easier and allows for tighter daily budget control.) Identify sites from content network syndication to be excluded (low conversion) and sites to be targeted (known relative sites and sites with conversion activity) under the networks tab. Do not exclude sites for having poor conversion rates as this is typical for content sites. Be wary of sites with especially high click through rates as this may indicate click fraud.If content appears to be working, encourage the client to provide Google compliant banner images in all 8 sizes, as this will open up traffic. If they lack resources suggest using the Google ad building tool.
  • Transcript

    • 1. Setting Revenue Goals and Optimizing Ad Spend
      May 27, 2010
      1:00 PM – 2:00 PM (EDT)
    • 2. Who We Are
      Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.
      Ben Seslija
      Clickable Search Marketing Guru &
      Senior Director of Acquisition and Analytics
      Max Kalehoff
      Clickable Search Marketing Guru &
      Vice President of Marketing
      5/27/10
      2
    • 3. What is Search Engine Marketing?
      Paid
      Search Results
      Over 1 million businesses drive revenues online by
      spending over $14 billion annually on SEM.
      5/27/10
      3
    • 4. Agenda
      Our Goal Today: Outline best practices for setting revenue goals, tracking and optimizing performance.
      Launching your goal-based online campaign.
      Implementing effective conversion tracking tools.
      Evaluating campaign performance.
      Optimizing campaigns to meet and exceed revenue goals.
      5/27/10
      4
    • 5. Campaign Development
    • 6. Your Business, Your SEM Campaigns
      Before engaging in campaign development, review a few key questions:
      What are your overall costs?
      How much does it cost you to produce a product?
      How much does it cost you to distribute a product?
      How much revenue are you bringing in?
      How much can you spend on advertising?
      5/27/10
      6
    • 7. Using Historical Data
      You need to use historical data to make the right assumptions about revenue goals.
      Many advertisers experience frustration when they don’t hit revenue goals.
      Don’t set unrealistic goals.
      Use historical cost and revenue indicators to determine future revenue goals: aim to improve by 5 to 10 percent, not 50.
      5/27/10
      7
    • 8. Actionable Business Metrics
      Everything starts with “Cost” and “Revenue,” but a lot happens
      in between …
      5/27/10
      8
    • 9. Imperatives: Track These or Lose
      TRACK
      Impressions
      Conversions/Sales
      Clicks
      CPA
      Customer GEO
      CTRs
      Conversion Rates
      Time of Conversion
      Cost
      Revenue
      CPC
      Demo, LTV, Behavioral, etc.
      ROI
      Avg. Position
      OPTIMIZE
      01/21/10
    • 10. Selecting Media Channels
      You need to understand demand on search and social networks before launching your campaigns.
      Average CPCs on each search channel.
      What kind of traffic can you expect?
      Many tools to find this data:
      Google Keyword Traffic Estimator
      SEM Rush
      Compete
      5/27/10
      10
    • 11. Starting Your Online Campaign
      Timing is essential.
      The opening phase of a search campaign is expensive: don’t compound the expense by launching at the wrong time.
      Know your business and what drives it, and start accordingly.
      If your product or service sells better in certain seasons, start there: don’t start selling air conditioners at the end of the summer.
      5/27/10
      11
    • 12. Track Performance
    • 13. Success Lies In Fundamentals
      Tracking: Track your funnel
      • Know conversion metrics at all friction points
      • 14. Assign cost to each stage of funnel
      Focus: Avoid paralysis by analysis
      • Establish key metrics that you will observe on adaily basis & use for optimization
      Automate: Use tools to diagnose opportunities & threats
      • Use tools to save time developing & managing your Search efforts
      01/21/10
      13
    • 15. Existing Conversion Tracking Tools
      There are a variety of tools available today:
      Every Search Engine has its own tracking code.
      Google also offers Analytics, which works across all channels and compliments AdWords Tracking.
      Omniture and others offer third-party tools.
      You can create a proprietary tracking tool.
      Clickable Conversion Tracking works across the three major search networks, and Facebook Advertising.
      5/27/10
      14
    • 16. How to Choose a Conversion Tracking Tool
      Key Questions:
      What channels are you advertising on?
      How complex is the conversion process on your site?
      The more complex, the simpler you conversion tracking system needs to be.
      5/27/10
      15
    • 17. Evaluate Performance
    • 18. Accurate and Accessible Reporting
      Everything is real time in the online world.
      Reporting needs to be a real time, not aggregate and outdated.
      All of the key metrics that you track need to be accessible in your reporting layer.
      Initial time setting up reports will be repaid significantly when optimizing campaigns in a live environment.
      5/27/10
      17
    • 19. Metrics you need to track daily (SEM Manager)
      TRACK
      Impressions
      Conversions/Sales
      Clicks
      CPA
      Customer GEO
      CTRs
      Conversion Rates
      Time of Conversion
      Cost
      Revenue
      CPC
      Demo, LTV, Behavioral, etc.
      ROI
      Avg. Position
      OPTIMIZE
      01/21/10
    • 20. Metrics you need to track Monthly (Senior Level)
      Costs
      Budgets
      Number of Conversions/Sales
      Cost per Conversion
      5/27/10
      19
    • 21. The importance of sample sizes
      Do not make key decisions on the basis of thin data.
      You need an accurate sample size to make statistically valid decisions.
      Let your campaigns run until you have the correct amount of data before optimizing.
      Length of time is less important than volume of data.
      Set expectations at the beginning of the campaign.
      5/27/10
      20
    • 22. Optimize Performance
    • 23. Optimize Performance (High Level)
      • Observe data on keyword and daily level.
      • 24. Analyze actionable metrics and assign goals by:
      • 25. Geographic performance
      • 26. Time of day performance
      • 27. Match type
      • 28. Devote 10% of your traffic for testing.
      • 29. Understand dynamics of all Search Engines.
      • 30. Don’t venture out to new campaigns without tracking.
      • 31. SEM works in conjunction with your landing pages.
      • 32. Pay attention to SEO and QS.
      5/27/10
      22
    • 33. Optimize Performance (Practical Level)
      • Sort and refine keywords by cost.
      • 34. Examine high-volume ad groups on the ad copy level.
      • 35. Analyze keyword reports for low clickthrough.
      • 36. Separate search and content network campaigns.
      • 37. Focus content advertising on relevant sites.
      • 38. In content advertising, ensure ad standard compliance.
      5/27/10
      23
    • 39. Simplifying SMA with Clickable
      5/27/10
      24
    • 40. How to Sign Up for Clickable
      Simply go to www.clickable.com/signup and try the Pro product free for 15 days.
      If you want more support, consider Clickable Assist, our fully-managed solution: www.clickable.com/assist
      Or email us: editor@clickable.com
      5/27/10
      25