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SEM Business Case Study
 

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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    SEM Business Case Study SEM Business Case Study Presentation Transcript

    • Business Case Study SEM Campaign
      drivinggoodideas
      Author: Maik Lange
      Date: 2011-07-18
    • 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
    • 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
    • TOP SEM CampaignTargets / Goals
      • SuccessfulIntegration ofthe Website Key Messages Strategy
      • More presenceofCompany Services / Products
      • Target Advertising based on Search Requestsof Target Customer
      • More direct Customer requestsdriven by SEM Campaign(Calls, Email)
      • Increaseof Customer Attention & Relevance
      • Improvementof Content Quality
      • Increaseof Products / Service Revenue „Turn over“
      • Monitoring and ROI Tracking
      • Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over
      4
      SEM Case Study
    • SEM Approach
      Google AdWordsInterview
      AdWords
      Campaign
      Review
      Research & Definition Campaign/ Keywords
      Reporting &
      Monitoring
      Campaign
      AdWordsCampaignSetup
      CampaignManagement & QA
      5
      SEM Case Study
    • 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
    • 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
    • SEM Approach
      Campaign Definition:
      Keyword Set
      Display Content & Networks
      Region
      Target Group
      Time
      Budget
      ConversionGoals
      Definition, Campaign…
      8
      SEM Case Study
    • 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
    • Case StudyDisplay Metrics
      SEM Display Results: Campaign „Sicherheitsdatenblatt“
      10
      SEM Case Study
    • Case StudyCampaign Report
      SEM Report: Campaign „Sicherheitsdatenblatt“
      11
      SEM Case Study
    • 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
    • Case Study Review
      Recommendation
      • Content Optimization
      • Highlight Contact Information via Email / Phone
      • Less Anonymous, moreCustomer Offerings
      • More visual Customer FriendlyInformations – Service Workflow
      • SEO, Integration ofKeywordsinto Content andLinks
      • SEM Campaign
      • KeywordOptimization (ExcludeKeywords), Conversion Tracking, Quality Factor Display & Target Website, Placement Tool, moreCampaignRelevance
      • Increaseof Budget andSelectionof Display Time (Mo-Fr. 8am-10pm)
      • Setup ofContinuousAdWords Presence - Campaign
      • Optional a „Flight“ Campaignforspecial Customer Touch Points „Events, Congress, specialOffers“
      • Monitoring & Observation ofOwn & CompetitorAdWordsCampaigns
      13
      SEM Case Study
    • Case Study Review
      MyConclusion
      • It was a good Trial toidentifythe SEM Potentials / Synergies (startsmallandthinkbig)
      • It was amazingtogetthe SEM Best Practices / KnowHow (thenextcampaignisplanned incl. Recommendation)
      • It‘simportantto Setup SEM Competence in your Company tomaketherightDecisions
      • Thereissmall Grade ofSuccess & Budget Burning, Think aboutthequestion: Whatwould i payfor a valuablebusinesscontacttodrivebusiness?
      • With SEM Training (AdWordsCertification) youcanbemoreself-confidentto Setup Campaigns
      • It‘simportanttobuildup an excellentPartnering Network todrivesuccessful SEM Campaigns
      • It‘s a pricelessadvantagetoshare SEM Best Practice
      14
      SEM Case Study
    • 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
    • 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