Analyzing SEM 080811 - Craig Danuloff - SES San Jose

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Craig Danuloff from Commerce360 Inc. presentation given at SES San Jose on Aug 20, 2008 on Panel "Analyzing SEM"

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  • Analyzing SEM 080811 - Craig Danuloff - SES San Jose

    1. 1. Identify, Analyze, Act: SEM by the Numbers Fighting For Truth in SEM Analytics Craig Danuloff Commerce360 Inc. www.clickequations.com www.clickequations.com/blog
    2. 2. What You’re Up Against <ul><li>Invisibility </li></ul><ul><li>Deception </li></ul><ul><li>Unlimited Power & Resources </li></ul>
    3. 3. Invisibility <ul><li>The Start and The End of what you’re measuring are missing </li></ul><ul><ul><li>Query </li></ul></ul><ul><ul><li>Margin (ROI) </li></ul></ul><ul><li>Every search is a question, every ad is an attempt to answer </li></ul><ul><ul><li>Keywords are simply connectors </li></ul></ul><ul><li>ROAS is a ‘feel good’ metric </li></ul><ul><ul><li>Don’t take it seriously </li></ul></ul>
    4. 4. Deception <ul><li>Averages </li></ul><ul><ul><li>Standard Reporting Roll-ups </li></ul></ul><ul><ul><li>Avg Position, Avg CPC </li></ul></ul><ul><ul><li>Avg Revenues, Profit, ROI </li></ul></ul><ul><li>Accuracy </li></ul><ul><ul><li>Statistical Significance </li></ul></ul><ul><ul><li>Margin of Error </li></ul></ul><ul><li>Attribution/Allocation </li></ul><ul><ul><li>Revenue to Keywords </li></ul></ul><ul><ul><li>Expense to Revenue </li></ul></ul>
    5. 5. Unlimited Power & Resources <ul><li>Huge Data Volumes </li></ul><ul><ul><li>Hundreds of Campaigns, Ad-Groups </li></ul></ul><ul><ul><li>Tens-of-thousands of Keywords </li></ul></ul><ul><ul><li>More data every day (changing over time) </li></ul></ul><ul><ul><li>Massively fluid business environment </li></ul></ul><ul><li>A Change is Not A Test </li></ul><ul><ul><li>Test Design </li></ul></ul><ul><ul><li>Test Tracking </li></ul></ul><ul><ul><li>Scoring Test Results </li></ul></ul><ul><li>Managing Inter-dependency </li></ul><ul><ul><li>Every search variable inter-relates </li></ul></ul><ul><ul><li>Isolating changes and impacts </li></ul></ul>
    6. 6. How Good Can Triumph Over Evil <ul><li>De-Cloak ‘em </li></ul><ul><ul><li>Demand search query details </li></ul></ul><ul><ul><li>Demand real margin-net Profit-ROI numbers in SEM Analytics </li></ul></ul><ul><li>Keep ‘em honest </li></ul><ul><ul><li>Constantly segregate keywords by performance </li></ul></ul><ul><ul><li>Understand revenue & expense attribution and allocation </li></ul></ul><ul><ul><li>Don’t get lied to by statistics </li></ul></ul><ul><li>Use the force </li></ul><ul><ul><li>Apply math & statistics to numeric problems </li></ul></ul><ul><ul><li>Make changes with testing and inter-relations in mind </li></ul></ul>
    7. 7. Match Type Keyword Traps <ul><li>Prioritize Queries by Match Type </li></ul><ul><ul><li>Exact are most valuable </li></ul></ul><ul><ul><li>Phrase are valuable </li></ul></ul><ul><ul><li>Broad match is often just farming </li></ul></ul><ul><li>Equalize the ROI </li></ul><ul><ul><li>Every conversion is worth the same </li></ul></ul><ul><ul><li>So bids should invert conversion rate </li></ul></ul><ul><li>Only works within organization </li></ul><ul><ul><li>Narrow ad-groups based on query-ad relevance </li></ul></ul><ul><ul><li>Liberal use of negatives to eliminate losers and queries belonging elsewhere </li></ul></ul><ul><li>Details Here: </li></ul><ul><li>http://www.clickequations.com/blog/category/match-types/ </li></ul>
    8. 8. How ClickEquations Delivers Truth <ul><li>Full search query details </li></ul><ul><li>SKU level margin, net-profit, ROI </li></ul><ul><li>Powerful math & statistics </li></ul><ul><li>Customizable reports & dashboards </li></ul><ul><li>Public template sharing library </li></ul><ul><li>Request an invitation at www.clickequations.com </li></ul>

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