SEM: A Quantitative Marketer’s Approach  SEMCON, Manila 9 Sep 2008
Structure <ul><li>Search Marketing = Relevancy Marketing </li></ul><ul><li>Search Marketing using Dynamic Database Driven ...
ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY <ul><li>Its not only about Keyword Research </li></ul>
The new mantra:  Relevancy to Consumer Intent <ul><li>Search engines say:  </li></ul><ul><ul><li>“ the consumer is  Mine ,...
Media Cost and  Relevancy Old Media New Media
 
1. Search Marketing using a Dynamic, Database Driven approach
The Task <ul><li>Identify all intents that matter to the brand </li></ul><ul><li>“ Intercept” such intents with an experie...
Live Case Study Affiliate Marketing Solution for  BookingWiz  Affiliate network using  Dynamic database driven Site archit...
A Tale of 2 Cities <ul><li>Flights from Chicago to Boston </li></ul><ul><li>Flights from Boston to Chicago </li></ul><ul><...
The Solution  <ul><li>A database driven site, with Data and Metadata being stored in a database </li></ul><ul><li>URL Re-w...
The solution <ul><li>www.bookingbargains.com </li></ul>
SEO Traffic <ul><li>Over 5,000 Pages indexed by Google in first 6 weeks </li></ul><ul><li>Significant Organic Traffic </li...
Rank of Keyword Keyword Query Volume HEAD TAIL Actions per Session for Dynamic Site Actions per session for Static Site 1....
Rank of Keyword Keyword Query Volume HEAD TAIL CPC for Dynamic Site CPC for Static Site 1.0 0.80 METRIC 2
Rank of Keyword Keyword Query Volume HEAD TAIL CPA for Dynamic Site CPA for Static Site 1.0 0.55 METRIC 3
2. Search Marketing using  Dynamic, Database Driven Ads  using Engine APIs
MSN Video Promotion Google SERP Customer Search Ad MSN Video
Reduce CPA, Grow Volumes Challenge:  How to maximize relevancy and CTR% of the ads ? Solution:  Dynamic  ads,  that have  ...
Case Study 2: Media Buying – Lowering CPA by increasing relevance
3. The Holy Google Equation
The One Equation to Rule them all <ul><li>IS (Actual) + IS (Lost QS) + IS (Lost Budget) = 100 </li></ul><ul><li>23  +  36 ...
Optimisation for a Airline Client Focus on Highest Quality Keywords 80% Fall in CPC 800% increase in Conversion% Increase ...
4. Multivariate Testing For optimizing Landing Page Engagement
Why: 1 <ul><li>Search is a Means to an End it is NOT  the end !! </li></ul><ul><li>The END is to drive  Engagement </li></ul>
Why: 2 <ul><li>Engagement is proportional to Landing Page Conversion Rate </li></ul><ul><li>Cost Per Unit Engagement = CPC...
Why: 3
 
 
 
 
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Semcon talk 8 sep 2008

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Semcon talk 8 sep 2008

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