Identify, Analyze, Act: SEM by the Numbers Fighting For Truth in SEM Analytics Craig Danuloff Commerce360 Inc. www.clickequations.com www.clickequations.com/blog

What You’re Up Against Invisibility Deception Unlimited Power & Resources

Invisibility

Deception

Unlimited Power & Resources

Invisibility The Start and The End of what you’re measuring are missing Query Margin (ROI) Every search is a question, every ad is an attempt to answer Keywords are simply connectors ROAS is a ‘feel good’ metric Don’t take it seriously

The Start and The End of what you’re measuring are missing

Query

Margin (ROI)

Every search is a question, every ad is an attempt to answer

Keywords are simply connectors

ROAS is a ‘feel good’ metric

Don’t take it seriously

Deception Averages Standard Reporting Roll-ups Avg Position, Avg CPC Avg Revenues, Profit, ROI Accuracy Statistical Significance Margin of Error Attribution/Allocation Revenue to Keywords Expense to Revenue

Averages

Standard Reporting Roll-ups

Avg Position, Avg CPC

Avg Revenues, Profit, ROI

Accuracy

Statistical Significance

Margin of Error

Attribution/Allocation

Revenue to Keywords

Expense to Revenue

Unlimited Power & Resources Huge Data Volumes Hundreds of Campaigns, Ad-Groups Tens-of-thousands of Keywords More data every day (changing over time) Massively fluid business environment A Change is Not A Test Test Design Test Tracking Scoring Test Results Managing Inter-dependency Every search variable inter-relates Isolating changes and impacts

Huge Data Volumes

Hundreds of Campaigns, Ad-Groups

Tens-of-thousands of Keywords

More data every day (changing over time)

Massively fluid business environment

A Change is Not A Test

Test Design

Test Tracking

Scoring Test Results

Managing Inter-dependency

Every search variable inter-relates

Isolating changes and impacts

How Good Can Triumph Over Evil De-Cloak ‘em Demand search query details Demand real margin-net Profit-ROI numbers in SEM Analytics Keep ‘em honest Constantly segregate keywords by performance Understand revenue & expense attribution and allocation Don’t get lied to by statistics Use the force Apply math & statistics to numeric problems Make changes with testing and inter-relations in mind

De-Cloak ‘em

Demand search query details

Demand real margin-net Profit-ROI numbers in SEM Analytics

Keep ‘em honest

Constantly segregate keywords by performance

Understand revenue & expense attribution and allocation

Don’t get lied to by statistics

Use the force

Apply math & statistics to numeric problems

Make changes with testing and inter-relations in mind

Match Type Keyword Traps Prioritize Queries by Match Type Exact are most valuable Phrase are valuable Broad match is often just farming Equalize the ROI Every conversion is worth the same So bids should invert conversion rate Only works within organization Narrow ad-groups based on query-ad relevance Liberal use of negatives to eliminate losers and queries belonging elsewhere Details Here: http://www.clickequations.com/blog/category/match-types/

Prioritize Queries by Match Type

Exact are most valuable

Phrase are valuable

Broad match is often just farming

Equalize the ROI

Every conversion is worth the same

So bids should invert conversion rate

Only works within organization

Narrow ad-groups based on query-ad relevance

Liberal use of negatives to eliminate losers and queries belonging elsewhere

Details Here:

http://www.clickequations.com/blog/category/match-types/

How ClickEquations Delivers Truth Full search query details SKU level margin, net-profit, ROI Powerful math & statistics Customizable reports & dashboards Public template sharing library Request an invitation at www.clickequations.com

Full search query details

SKU level margin, net-profit, ROI

Powerful math & statistics

Customizable reports & dashboards

Public template sharing library

Request an invitation at www.clickequations.com