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eSearchVision - Orange Online MeetUp #7 - SEM - September 2010
 

eSearchVision - Orange Online MeetUp #7 - SEM - September 2010

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    eSearchVision - Orange Online MeetUp #7 - SEM - September 2010 eSearchVision - Orange Online MeetUp #7 - SEM - September 2010 Presentation Transcript

    • SEM overview
      Orange - eSearchVision
      24thNovember 2009
    • Table of content
      Understanding SEM
      eSearchVision Methodology
      SEM optimization: best practices
      Why technology matters in SEM success?
    • Understanding SEM
    • Understanding SEM perimeter
      Search Network Content Network
      4
      Different Network type
      Answer User Intention
      Create User intention
    • Understanding SEM perimeter
      5
      All Ad formats
    • Understanding SEM perimeter
      Cost per Click model: youpay on click only
      Blind Bidding model
      Quality Score effect
      6
      Understanding the SEM model
      Blind bidding model
      You don’t know your competitor budgets, bids, keywords…
      Position = max bid x Quality Score
      Quality score is a blackbox
      Gives you the opportunity to be better ranked, with lower CPC
      +
    • eSearchVision Methodology
    • Smart SEM Solutions
      eSearchVision
      Our mission is to provide the smartest paid search solutions for our customers through an unmatched combination of cutting-edge technology and human expertise.
      120 SEM experts: 25 engineers & 70 account managers and analytics specialists
      Over $500M annual SEM spend
      27 countries & 16 languages
    • eSearchVision
      Account Managers
      Global Vision and SEM expertise
      eSearchVisionTechnology
      End-to-end SEM Platform
      SearchAnalysts
      Our SEM in house Consultants
    • SEM optimization: best practices
    • eSearchVision methodology
      Query
      Improve keyword listing with relevant user queries
      Filter irrelevant queries (not in business scope)
      Impressions
      Maximise ad serving and share of voice
      Clicks
      Maximise share of click (vs competitor), CTR  to improve Quality Score, optimise CPC
      Redirection
      Optimise landing pages regarding performance 
      Conversion
      Maximise conversion rate by cross indicator analysis
      Drive performance by optimizing the whole conversion path
    • Daily / weekly optimisations
      • Improve keyword listing regarding user requests
      • Filter irrelevant keywords
      And again
      • Improve Share of voice on better topics
      • By strong budget and bids management on better topics
      • Improve conversion rate per KPI
      • Adapt budget, keywords… to emphasize effect of better performers
      • Optimize share of click, CTR and CpC
      • By improving Quality Score, rank, ad relevance (AB testing)
      • Improve relevance of landing page
      • By Landing Page testing
    • Request
      User requests
      Your keyword listing
      KW to add
      Relevant keywords
      KW to withdraw
      eSearchVision raw request report:
      Identify real user request
      View clicks and conversion for that precise request
    • Request
      Real bought keyword: Mobile Phone
      Use Keyword insertion in the ad title  confusing for the user
      No free mobile on the website bad experience
      More relevant:
      Use free phone as a gift to win the prospect
    • impression
      Improve Share of voice on better topics
      By adapted structure
      By strong budget and bids management on better topics
      Avoid Lost IS budget on most profitable campaigns
       You are loosing business
      If you have capping on budget
       Reduce part of budget on less profitable campaigns
    • Clicks
      Be well positioned
      Higher position = higher CTR
      By increasing bids
      By improving Quality Score
    • Clicks
      Be well positioned
      Optimize bids and Qualityscore
      Catch user attention
      By improving your ads : AB testing
      Test different ad models by rotating several ads for one KW
      Lets running to collect data
      After 2 or 3 weeks (depending on number of clicks) analyse your ads
      Better CR
      Better CR
      Most relevant ad = most clicks
      Lower CR
      Lower CR
      Statistic analysis to trust results
    • Redirection
      Improve relevance of landing page
      By Landing Page testing
      Same principle as Ad copy testing.
      Try 2 or 3 landing pages for the same couple keyword/ad
      Analyse KPI indicator (conversion rate, bounce rate…)
      Home Page
      Smartphone Page
      Product Page
      Results will be different regarding the keyword, the objective, seasonality, promotion…
      Landing page testing is good for conversion rate, but also enter in QualityScore
      So a good landing page for SEO, may also be good for SEM
    • Conversion
      Conversion is both part of agency and advertiser optimization
      SEM to qualify traffic, conversion path, advert…
      Advertiser to optimize website, offer, prices,…
      Optimize structure & budget
      To improve global conversion rate
      Identifiy best Campaigns/keywords per KPI
      Adapt budget, keywords… to emphasize effect of better performers
    • Relevance
       Quality Score
       CTR
      Control
       Impression Share
       displayed ad per keyword
      Performance
       Conversion Rate
       Cost per Order
      KPIs
    • 3 ways of targetting:
      Keywords
      Category
      Focus on Content Network
      Detected keywords
      vendezvotre voiture, CT offert !
      AssociatedCategoryCar
      emplacementpub
      vendezvotre voiture, CT offert !
      Add diffusion
      emplacement pub
      commentcamarche.net
    • 3 ways of targetting:
      Keywords
      Category
      Site targetting
      Optimize network…
      Referreranalysis
      Exclude non relevant websites
      …To identifyelligiblewebsite for Site Targetting
      Push ads on most relevant website, by bidding on placements
      Focus on Content Network
    • Why Technology matters in SEM Success
    • Readability of SEM operations
      Tracking
      Webanalytics integration
      Business integration
      Appropriate SEM: mkg & sales people
      Tool for decision support + catalog
      Real Time – time to market
      Product Feed
      Link your website/catalog update to your campaigns
      SEM new keysuccessfactors
    • eSearchVision
      eSearchVisionTechnology
      End-to-end SEM Platform
      Reporting : In-depth Monitoring
      Catalogue Portfolio : Increased Flexibility
      Automated Strategies: Increase Performance
      A unique Interface: Enhanced Productivity
    • eSearchVision
      Scenario 1: An item sells out and its stock is now null
      eSearchVisionTechnology
      End-to-end SEM Platform
      The Product Feed implementation Reduce Time to Market
      • Match SEM campaigns with product inventory
      • Real Time adjustments of prices and promotional offers
      Scenario 2: A price decreases for a popular retail item
      Scenario 3: An item is added to the client catalogue
      • Quality Score improvement
      • ROI optimisation
      • Traffic Qualification
      • Productivity Increase
    • Amélie de CHEFFONTAINESSales Managerphone +33 1 78 09 58 19Cell +33 6 20 26 08 52ac@esearchvision.com
      Thanks
      Essohana AssihSenior Account Managerphone +33 1 78 09 58 29hodalu.assih@esearchvision.com