Semcon talk 8 sep 2008

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This is a cool talk and can be seen at www.mediacontacts.sg

This is a cool talk and can be seen at www.mediacontacts.sg

More in: Technology , Design
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  • 1. SEM: A Quantitative Marketer’s Approach SEMCON, Manila 9 Sep 2008
  • 2. Structure
    • Search Marketing = Relevancy Marketing
    • Search Marketing using Dynamic Database Driven Site Architecture - Data
    • Search Marketing using Dynamic Ads
    • The Holy Google Equation
    • Randomized Multivariate Testing
  • 3. ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY
    • Its not only about Keyword Research
  • 4. The new mantra: Relevancy to Consumer Intent
    • Search engines say:
      • “ the consumer is Mine , not yours;
      • My consumers will stay loyal to me as long as I give them relevant content on Search Engine Result Pages (SERP), which is my sole product
      • you, the marketer have the privilege of showing your message on the SERP, but;
      • The more relevant your message, the more you benefit.
      • The less relevant your message, the more you suffer
  • 5. Media Cost and Relevancy Old Media New Media
  • 6.  
  • 7. 1. Search Marketing using a Dynamic, Database Driven approach
  • 8. The Task
    • Identify all intents that matter to the brand
    • “ Intercept” such intents with an experience that is maximally relevant to that specific intent state
    • Maximize this across millions of intent states
  • 9. Live Case Study Affiliate Marketing Solution for BookingWiz Affiliate network using Dynamic database driven Site architecture
  • 10. A Tale of 2 Cities
    • Flights from Chicago to Boston
    • Flights from Boston to Chicago
    • Flights to Chicago
    • Flights to Boston
    • Flights from Boston
    • Flights from Chicago
    • For K cities: Combinations = 6 x K Factorial 2
  • 11. The Solution
    • A database driven site, with Data and Metadata being stored in a database
    • URL Re-writing based on Intent State – recommended and liked by Spiders
    • Maximizes relevancy between Intent State and Content of Page
    • All done to get INDEXATION and Free Referral Traffic from Search Engines
  • 12. The solution
    • www.bookingbargains.com
  • 13. SEO Traffic
    • Over 5,000 Pages indexed by Google in first 6 weeks
    • Significant Organic Traffic
    • But, from a Paid Search Perspective, it ROCKED !
  • 14. Rank of Keyword Keyword Query Volume HEAD TAIL Actions per Session for Dynamic Site Actions per session for Static Site 1.0 1.50 METRIC 1
  • 15. Rank of Keyword Keyword Query Volume HEAD TAIL CPC for Dynamic Site CPC for Static Site 1.0 0.80 METRIC 2
  • 16. Rank of Keyword Keyword Query Volume HEAD TAIL CPA for Dynamic Site CPA for Static Site 1.0 0.55 METRIC 3
  • 17. 2. Search Marketing using Dynamic, Database Driven Ads using Engine APIs
  • 18. MSN Video Promotion Google SERP Customer Search Ad MSN Video
  • 19. Reduce CPA, Grow Volumes Challenge: How to maximize relevancy and CTR% of the ads ? Solution: Dynamic ads, that have current test scores will induce a better response that Static ads Technology: Obtain current scores and input into ads programmatically via Engine APIs
  • 20. Case Study 2: Media Buying – Lowering CPA by increasing relevance
  • 21. 3. The Holy Google Equation
  • 22. The One Equation to Rule them all
    • IS (Actual) + IS (Lost QS) + IS (Lost Budget) = 100
    • 23 + 36 + 41 = 100
  • 23. Optimisation for a Airline Client Focus on Highest Quality Keywords 80% Fall in CPC 800% increase in Conversion% Increase in ROI of 4000 %
  • 24. 4. Multivariate Testing For optimizing Landing Page Engagement
  • 25. Why: 1
    • Search is a Means to an End it is NOT the end !!
    • The END is to drive Engagement
  • 26. Why: 2
    • Engagement is proportional to Landing Page Conversion Rate
    • Cost Per Unit Engagement = CPC / Conversion Rate
    • Conversion Rate is a Bigger Lever than CPC
  • 27. Why: 3
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