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SEM Business Case Study

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I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business. …

I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business.

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  • SEM CampaignObjectives:Your SEM Strategygo- More Relevancefor Customer- GoodConversation Rate Targets / Goals- Identificationof SEM Potentials & SynergiesBrand Placement- More TransparencyofCampaigns Reports.
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  • 1. Business Case Study SEM Campaign
    drivinggoodideas
    Author: Maik Lange
    Date: 2011-07-18
  • 2. Welcome
    Top Targets SEM Project
    SEM Approach
    Case Study SEM Campaign (Location: Germany)
    Business Campaign: „Sicherheitsdatenblatt“
    Review & Recommendations
    Conclusions
    Agenda: SEM Campaign Case Study
    SEM Case Study
    2
  • 3. I wouldliketosharemy SEM Case Study Results* andtogiveyou an ideaof a goodmethodtoincreasethevalueof SEM foryour Business.
    In caseofquestionsorfeedbacksdon‘thestiateto send meyourcommentsorquestions.
    Let‘susdrivinggoodideas & campaigns…
    *detailedBusiness Company Information areblackmarked
    3
    Welcome: SEM Business Campaign
    SEM Case Study
  • 4. TOP SEM CampaignTargets / Goals
    • SuccessfulIntegration ofthe Website Key Messages Strategy
    • 5. More presenceofCompany Services / Products
    • 6. Target Advertising based on Search Requestsof Target Customer
    • 7. More direct Customer requestsdriven by SEM Campaign(Calls, Email)
    • 8. Increaseof Customer Attention & Relevance
    • 9. Improvementof Content Quality
    • 10. Increaseof Products / Service Revenue „Turn over“
    • 11. Monitoring and ROI Tracking
    • 12. Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over
    4
    SEM Case Study
  • 13. SEM Approach
    Google AdWordsInterview
    AdWords
    Campaign
    Review
    Research & Definition Campaign/ Keywords
    Reporting &
    Monitoring
    Campaign
    AdWordsCampaignSetup
    CampaignManagement & QA
    5
    SEM Case Study
  • 14. SEM Approach
    WhichKeywordsyou‘llpromote?
    Whataboutyour Target Group?
    Wherearethe Target Locations?
    WhichDisplays Devices?
    Whatabout Look & FeelofCampaign?
    Placement orAffiliate Partners?
    Howmuchisthe Budget?
    Timeline (Start /End) forCampaign?
    Listen, SEM Interview…
    6
    SEM Case Study
  • 15. SEM Approach
    Google SEM Tool Box
    Google Insights
    Keyword Traffic Estimator
    Keyword Tool
    ConversionTracker Tool
    Website Optimization Tool
    Placement Tool
    Display DiagnosticsPreview
    Research, Relevance…
    7
    SEM Case Study
  • 16. SEM Approach
    Campaign Definition:
    Keyword Set
    Display Content & Networks
    Region
    Target Group
    Time
    Budget
    ConversionGoals
    Definition, Campaign…
    8
    SEM Case Study
  • 17. Case StudyCampaign Setup
    Location
    Budget: 500 Euro
    15 Euro / Day
    Costs per Click
    Keywords
    Timeline
    Demographic
    Age: 18-64
    List of 12 Keywords
    2011/05/16 -2011/06/17
    9
    SEM Case Study
  • 18. Case StudyDisplay Metrics
    SEM Display Results: Campaign „Sicherheitsdatenblatt“
    10
    SEM Case Study
  • 19. Case StudyCampaign Report
    SEM Report: Campaign „Sicherheitsdatenblatt“
    11
    SEM Case Study
  • 20. Case StudyWebsite Metrics
    Website Statistic: Campaign „Sicherheitsdatenblatt “
    Short UrltoLanding Page
    Conversion Rate: (2/865)*100=0,23%
    Website Pages
    Page Visits
    0,23%
    Cost per Direct @ Contact*: 234,52 Euro
    Target Website: Contact Form Page
    6
    *Whatwouldyoupayfora newBusiness Contact?
    Direct Email Business Request Contact:
    2
    12
    SEM Case Study
  • 21. Case Study Review
    Recommendation
    • Content Optimization
    • 22. Highlight Contact Information via Email / Phone
    • 23. Less Anonymous, moreCustomer Offerings
    • 24. More visual Customer FriendlyInformations – Service Workflow
    • 25. SEO, Integration ofKeywordsinto Content andLinks
    • 26. SEM Campaign
    • 27. KeywordOptimization (ExcludeKeywords), Conversion Tracking, Quality Factor Display & Target Website, Placement Tool, moreCampaignRelevance
    • 28. Increaseof Budget andSelectionof Display Time (Mo-Fr. 8am-10pm)
    • 29. Setup ofContinuousAdWords Presence - Campaign
    • 30. Optional a „Flight“ Campaignforspecial Customer Touch Points „Events, Congress, specialOffers“
    • 31. Monitoring & Observation ofOwn & CompetitorAdWordsCampaigns
    13
    SEM Case Study
  • 32. Case Study Review
    MyConclusion
    • It was a good Trial toidentifythe SEM Potentials / Synergies (startsmallandthinkbig)
    • 33. It was amazingtogetthe SEM Best Practices / KnowHow (thenextcampaignisplanned incl. Recommendation)
    • 34. It‘simportantto Setup SEM Competence in your Company tomaketherightDecisions
    • 35. Thereissmall Grade ofSuccess & Budget Burning, Think aboutthequestion: Whatwould i payfor a valuablebusinesscontacttodrivebusiness?
    • 36. With SEM Training (AdWordsCertification) youcanbemoreself-confidentto Setup Campaigns
    • 37. It‘simportanttobuildup an excellentPartnering Network todrivesuccessful SEM Campaigns
    • 38. It‘s a pricelessadvantagetoshare SEM Best Practice
    14
    SEM Case Study
  • 39. Case StudySummary
    Summary of SEM CampaignObjectives:
    Your SEM Strategy
    go
    - More Relevancefor Customer
    - GoodConversation Rate Targets / Goals
    - Identificationof SEM Potentials & Synergies
    Brand Placement
    - More TransparencyofCampaigns (Reports)
    Relevance
    Conversion
    Customer
    - Improvementof Content Quality (Audits)
    New Business
    Success
    Budget Controll
    KnowHow
    Quick Wins
    - ExcellentPartnering (SEO, SEM, Creative)
    - Search Platform Provider CooperationPrograms
    - Sharing of Expertise & Support
    15
    SEM Case Study
  • 40. Contact: OnlineMarketing Consulting
    Maik LangeInternet Marketing Consultant
    Email: lifedots@googlemail.com
    drivinggoodideas
    Global Blog: http://www.xplant.netdrivinggoodideas [english]Country Blog: http://www.binloop.debusiness in loop [german]Twitter: http://www.twitter.com/webjets [english]Twitter: http://www.twitter.com/lmaik [german]Facebook: http://www.facebook.com/pages/Webjets-Online-Marketing-Rich-MediaSlideshare: http://www.slideshare.net/lmaikLinkedin: http://de.linkedin.com/in/webjetsXing: http://www.xing.com/profile/Maik_Lange3Foursquare: http://foursquare.com/webjets
    16
    SEM Case Study

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