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"

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

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Transcript

  • 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. What You’re Up Against
    • Invisibility
    • Deception
    • Unlimited Power & Resources
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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/
  • 8. 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