Luke Miller Clevertizing For Large Search Engines

For BIG Websites Luke Miller - Nov 09

Hi my name is Luke and I’m from here ….

If we were to Geo-Target, this would be closer

And these are the countries where I look after search

These are the sites that I have worked on

And they are all BIG!!!
Kijiji CA – 21,800,000 pages in Google Index
eBay US – 85,800,000 pages in Google Index
Marktplaats – 18,700,000 pages in Google Index
Gumtree UK – 6,600,000 pages in Google Index
Shoppping.com US – 35,100,000 pages in GG Index
LoQuo.com – 860,000 pages in Google Index

Luke’s top 6 “Clevertising” Tips for Big Websites
Set the Goalposts
Lifetime Value
Top and Tail - Segmentation
Landing them on the Right Spot
Use the Gold Mine
I love Curves - Efficiency Curves

Setting goals and expectations is very important in large companies Marktplaats stelt zich voor | “ This is Luke, he does SEM. He gets all the clicks for the Company”

As SEM experts it is our job to “Set the Goalposts” Marktplaats stelt zich voor | “ This is Luke, he does SEM. He gets all the clicks for the Company” While this statement is technically true, what I actually “do” is optimise these clicks for a certain purpose And if you ONLY want cheap clicks you can go and see these guys ……

Marktplaats stelt zich voor |

Setting the Goal Posts – Internal Alignment
Often within large corporations Paid Search is misunderstood by many
Questions I have heard:
“ Why aren’t we number one for the keyword “Pet Food”. It’s a good word!”
“ Our competitor is above us for “beauty products”. Can we bid above them?”
“ Can you stop buying keyword “mrktplz”, it isn’t good for our Brand”

Set the Goals
The most important thing an SEM can do is identify the Goals for Paid Search that align with the business need and then internally promote what these goals are.
Goals can be many and varied:
Marktplaats stelt zich voor | ROI CPA Margin Reach Clicks Downloads Competative Shutout Branding Acquisition Activation Phone Calls emails Bids Store Visits Registrations Sign Ups Test Drives Vouchers Appointments

Once the Goals are set the Optimisation begins ROI
Rules
Revenue is X + Y + Z
Latency of actions is Y
Scaling factor for Cookie Deletion, Advertising, View Through

Setting the Goals – Internal Alignment Achieved  Marktplaats stelt zich voor | “ This is Luke, he does SEM. He optimisises 90% of his budget towards ROI and uses the other 10% for Branding and Competition purposes ”

Set the Goalposts
Lifetime Value
Use the Gold Mine

Lifetime Value
Know who your customers are, what they are worth to you and where they are in the lifecyle
You are the one that knows how you’re lifetime curve looks
Each part of the curve may require a different approach
Customer Lifetime Value to Company

Lifetime Value - What is your value add? Customer Lifetime Activity Level User hit with a relevant Marketing Message Incremental Value of Marketing Activity t=0

Lifetime Value – Testing is important! Marktplaats stelt zich voor | Customer Lifetime Activity Level t=0

Set the Goalposts
Lifetime Value
Use the Gold Mine

Top and Tail
10 Million keywords
Marktplaats stelt zich voor | If I looked at every keyword for one second Time = 10,000,000 seconds = 166,667 minutes = 2777 hours = 116 days

Most data fits into a Normal Distribution Marktplaats stelt zich voor | TOP TAIL

Top and Tail – “Segmentation” is the key High Volume, Low Performance VERY BAD kws - Quickly Fix or Remove Low Volume, Low ROI - Fix or Remove High Volume, High Performance VERY GOOD kws Marktplaats stelt zich voor | Performance Volume Low Volume, High Performance MOST POTENTIAL kws

How Do you Segment?
SQL to the rescue
SELECT *
FROM TABLENAME
WHERE
With so many keywords it is important to have excellent Data Infrastructure set up
eBay’s config is Mediaplex + Teradata + Web Analytics Tools + SPSS/SAS

Segmentation can even be applied on a task basis
For example you wish to work on Creatives to increase CTR
Low Position Low CTR (Rewrite Creative) High Position Low CTR (Bid to Increase Position) Low Position High CTR (Leave Creative) High Position High CTR (Leave Creative) Marktplaats stelt zich voor | Position CTR

Set the Goalposts
Lifetime Value
Use the Gold Mine

Landing them on the right spot
Big sites usually mean BIG product roadmaps
Try to get Landing Pages configurable for Paid Search to get them independent of product
That way you can test without using any roadmap time

Landing them on the Right Spot – Know Your Onsite Search Box
Many Sub optimal results can be returned if you don’t know how your onsite search box works

Stemming and Transliteration
Stemming
The use of linguistic analysis to get to the root form of a word. The stem need not be identical to the morphological root of the word; it is usually sufficient that related words map to the same stem, even if this stem is not in itself a valid root.
This can enhance onsite search results and conversion
Most common uses
Products: eg X-box, xbox, x box  All map to the “xbox” stem
Plurals: Game, Games  Map to the stem “game”
Capitalisation: Nintendo, nintendo, NINTENDO, niNTendo  Map to the “nintendo” stem
Interchangable words: Dog, Canine  Map to the “dog” stem
Mispellings: Puppies, puppys, puppy’s  Can all map to the “puppy” stem

Stemming and Transliteration
Transliteration
The act or product of representing letters or words in the characters of another alphabet or script .
Very important for sites that cross multiple borders and languages
Greek Word Transliteration
Ελληνική Δημοκρατία Ellēnikē Dēmokratia
Ελευθερία Eleutheria
Ευαγγέλιο Euaggelio
των υιών tōn uiōn

Set the Goalposts
Lifetime Value
Use the Gold Mine

Use the Gold Mine Marktplaats stelt zich voor |

What is the Gold Mine? Marktplaats stelt zich voor |

Using On Site Search for Keyword Sourcing
For established sites onsite searches are the best place to source keywords from
Relevancy – People are already looking for it on your site therefore they already believe that this keyword is relevant for your site. Why not extend that to a Search Engine?
Popularity – With counts you can find what words are most popular
Demand – These words capture the demand of your audience
Breadth – Here is where you find the Long Tail

But It’s Not Gold Yet! Marktplaats stelt zich voor | First you need heavy machinery to mine the keywords and meta data

But Its Not Gold Yet! Marktplaats stelt zich voor | Large sites have millions of keyword searches so for paid search this pile of rock is not yet keyword gold without some processing

Aggregate and Categorise Marktplaats stelt zich voor |

Polish -Remove Bad Words and Check for Abundance Marktplaats stelt zich voor |

Now you have Gold ready to traffic Marktplaats stelt zich voor |

Set the Goalposts
Lifetime Value
Use the Gold Mine

The Eternal Question
“ Where is my next Euro best spent?”

The Answer: Incremental Efficiency
Often Advertisers understand their Total Efficiency
i.e. for X amount of spend I get Y amount of return
However the secret of spending efficiently is knowing not only overall numbers but knowing the effectiveness of EVERY Euro spent
As a rule, efficiency is generally diminishing with increased spend. This is where efficiency curves come in
A visual representation enables you to determine where (Which Partner, Which Country, Which Channel etc) to put your next Euros

Efficiency Curve Marktplaats stelt zich voor |

Efficiency Curve Showing an Efficiency Lift Marktplaats stelt zich voor |

Efficiency Curve Showing an Efficiency Lift at Higher Spends Marktplaats stelt zich voor |

Let’s take a closer look Marktplaats stelt zich voor |
For the first 2k we drive 4k actions
Each action costs 50c
For the last 2k we drive ONLY 500 actions
Each action now costs 4 Euro
We know that the next Euro put into this entity will perform no better than 4 Euro

But what if this was Google, maybe my next Euro should go into Yahoo Marktplaats stelt zich voor |
As you can see if we put the next 2k into Yahoo instead of Google we drive 1000 actions – so each action costs 2 Euro
Even though it is generally a worse converting partner the efficiency is better!!!

These comparisons can be across Channels Marktplaats stelt zich voor |

… across Geographies Marktplaats stelt zich voor |

Or even with Admarkt!! Marktplaats stelt zich voor |

Learn to love curves as much as I do and you will be able to say
“ Your next Euro is
best spent here!”

Questions?? Marktplaats stelt zich voor | Thank You

Appendix
What are your regular questions to Google?

GG’s Quality Score Documentation
Quality Score Formulas
The formula behind Quality Score varies depending on whether it's affecting ads on Google and the Search Network or ads on the Content Network . Click the links below for details.
I. Quality Score for Google and the Search Network
While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:
The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google
Your account history, which is measured by the CTR of all the ads and keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
The relevance of the keyword to the ads in its ad group
The relevance of the keyword and the matched ad to the search query
Your account's performance in the geographical region where the ad will be shown
Other relevance factors
Note that there are slight variations to the Quality Score formula when it affects ad position and first page bid:
For calculating a keyword-targeted ad's position, landing page quality is not a factor. Also, when calculating ad position on a Search Network placement, Quality Score considers the CTR on that particular placement in addition to CTR on Google.
For calculating first page bid, Quality Score doesn't consider the matched ad or search query, since this estimate appears as a metric in your account and doesn't vary per search query.

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Luke Miller Clevertizing For Large Search Engines

by Marktplaats Media on Nov 13, 2009

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Luke Miller Clevertizing For Large Search Engines — Presentation Transcript