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A framework for SEM research, measurement & optimisation (

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A guide to help you improve your search engine marketing programmes. This presentation will show you how to make use of freely available tools to improve your SEM investments, from researching …

A guide to help you improve your search engine marketing programmes. This presentation will show you how to make use of freely available tools to improve your SEM investments, from researching keywords to testing ad copy to optimising your landing pages. We hope you find this useful!

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  • 1. Search Engine Marketing A framework for SEM research, measurement & optimisation. JULY 2009 James Dutton Managing Director, Insightr Consulting Email james@insightr.com Web insightr.com Blog insightr.com/blog 140 twitter.com/insightr
  • 2. This presentation will try to address: © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 2
  • 3. Search Engine Marketing / Think Where do you start and end with measurement? What is a measurement framework, and why is one important? Are your metrics set? Are the right metrics set? Have you identified the process steps required to create a customer centric communication vehicle? This presentation aims to help you achieve these goals by providing a research and measurement framework for Search Engine Marketing © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 3
  • 4. Search Engine Marketing / From Search to Purchase In an intensely competitive marketplace it is essential to analyse and optimise the entire customer journey not just the click. A click does not equal a result, it just shows some interest. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 4
  • 5. Search Engine Marketing / Results page state of mind Think like this Not like this • The search landing page (SERP) is a bustling marketplace where you must fight for the attention of your customers • It is not a place for creating a 1-1 relationship. That comes later after you have negotiated a click. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 5
  • 6. Search Engine Marketing / Mastering customer intent    Didn’t meet my expectations (too much clutter)  Met my expectations (clear content, pricing matched ad) • Understanding customer intent means knowing when, how and why your customers are searching. • Mastering it means providing the the most relevant results for customer intent. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 6
  • 7. Search Engine Marketing / Bounce rate • Bounce rate tells us that visitors leave our landing page without exploring more content.  • Reducing bounce helps to increase confidence in our content relevancy.  Didn’t meet my expectations (too much clutter) © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 7
  • 8. INTRODUCING THE FRAMEWORK © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 8
  • 9. Search Engine Marketing / Measurement Framework Search Engine Brand Website SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION ATTENTION BUILDING RELATIONSHIP BUILDING © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 9
  • 10. Search Engine Marketing / Engine Selection Using data freely available (such as that offered by Quantcast) we can SEARCH ENGINE KEYWORD differences in the profiles of search engine visitors. Knowing your see / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION segments will assist with selection of search engines and management of those engines. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 10
  • 11. Search Engine Marketing / Choosing keywords SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Your organic search data helps you to explore keywords / phrases, brainstorming additional relevant words. Then expand your keywords by using the free keyword tools (eg Google) © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 11
  • 12. Search Engine Marketing / Choosing keywords SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION As customer intent changes, so does their choice of keyword. Use a tool such as Excel to start ordering and arranging your keyword lists by intent. CONSIDERATION INTEREST PURCHASE © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 12
  • 13. Search Engine Marketing / Ad Copy testing SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Test your ad copy (frequently), even using simple champion / challenger can yield much stronger response and conversion. Observe competitors. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 13
  • 14. Search Engine Marketing / Ad Copy testing SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Using an L9 Orthogonal Array Test we can run 9 tests to analyse all variations of the copy / urls below (a full factorial test would require 3x3x3 [27] tests to obtain data. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 14
  • 15. Search Engine Marketing / Landing page selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Identifying the most effective landing page is vital to the engagement process that happens after the click. Each page will need careful analysis in the selection process. Corporate category landing page? Online store category landing page? Online store product landing page? © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 15
  • 16. Search Engine Marketing / Landing page selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION A page with a lower bounce rate for example is a better candidate for your landing page than one with high bounce. Heuristic analysis works well – identify pages with content that match your keyword copy to increase relevance Corporate category landing page? Online store category landing page? Online store product landing page? © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 16
  • 17. Search Engine Marketing / Landing page selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Make sure your campaigns are tracked in your web analytics tool using codes © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 17
  • 18. Search Engine Marketing / Landing page optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Multivariate testing of landing pages can seriously improve the performance of your campaigns for a tiny % of your media costs If we were to test just 3 versions of each of the 5 content areas highlighted we’d have 243 combinations (35) to analyse. Multivariate testing can analyse all those combinations (full factorial analysis) in a couple of weeks. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 18
  • 19. Search Engine Marketing / Landing page optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION The statistical analysis engine is what makes testing tools powerful for you. Statistics help to validate the lift when you rollout a winning design to all. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 19
  • 20. Search Engine Marketing / Conversion optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Once you have overcome the challenges of getting customers to click on your ads and engage with your landing environment you can then stretch your analysis goals Tracking the event funnel not Keyword > Conversion metric conversion funnel definitions Cross media attribution A Few Key Multi click attribution analysis Considerations Final Mile - don’t forget offline Non standard conversion conversion events (visitor intent) © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 20
  • 21. Search Engine Marketing / Aligning multiple dimensions AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION LP #1 MSN? ONLINE PURCHASE YAHOO? OFFLINE AD #1 PRODUCT LP #2 Test Cell #1 ENGAGEMENT GOOGLE? Test Cell #1 BRANDED AD #2 MEDIA Test Cell #n ATTRIBUTION BAIDU? CATEGORY LP #3 The point? ASK? AWARENESS The point is that all of these dimensions interact with each other and contribute to overall programme success. Your selection criteria at each stage should interact with other stages in the process - integrate thinking. © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 21
  • 22. Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY “STANDARD” CONVERSION ANALYSIS PROCESSES The Final Framework MEDIA MIX CONVERSION CONVERSION Bringing in all of the dimensions discussed we ensure that programme OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS elements are combined into a holistic framework that is centred on the programme goals and allow us to monitor, optimise and improve effectiveness. AWARENESS INTEREST QUALIFICATION ACQUISITION This works because we focus on customer needs not tactical measures like CPC and CTR. IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 22
  • 23. Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY “STANDARD” CONVERSION ANALYSIS PROCESSES MEDIA MIX CONVERSION CONVERSION OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS © All Rights Reserved / 2009 Insightr Consulting DATE 03/07/09 SLIDE 23
  • 24. Search Engine Marketing A framework for SEM research, measurement & optimisation. JULY 2009 James Dutton Managing Director, Insightr Consulting Email james@insightr.com Web insightr.com Blog insightr.com/blog 140 twitter.com/insightr