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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