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Semcon talk 8 sep 2008
 

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

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    Semcon talk 8 sep 2008 Semcon talk 8 sep 2008 Presentation Transcript

    • SEM: A Quantitative Marketer’s Approach SEMCON, Manila 9 Sep 2008
    • 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
    • ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY
      • Its not only about Keyword Research
    • 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
    • Media Cost and Relevancy Old Media New Media
    •  
    • 1. Search Marketing using a Dynamic, Database Driven approach
    • 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
    • Live Case Study Affiliate Marketing Solution for BookingWiz Affiliate network using Dynamic database driven Site architecture
    • 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
    • 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
    • The solution
      • www.bookingbargains.com
    • SEO Traffic
      • Over 5,000 Pages indexed by Google in first 6 weeks
      • Significant Organic Traffic
      • But, from a Paid Search Perspective, it ROCKED !
    • 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
    • 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 current test scores will induce a better response that Static ads Technology: Obtain current scores and input into ads programmatically via Engine APIs
    • Case Study 2: Media Buying – Lowering CPA by increasing relevance
    • 3. The Holy Google Equation
    • The One Equation to Rule them all
      • IS (Actual) + IS (Lost QS) + IS (Lost Budget) = 100
      • 23 + 36 + 41 = 100
    • Optimisation for a Airline Client Focus on Highest Quality Keywords 80% Fall in CPC 800% increase in Conversion% Increase in ROI of 4000 %
    • 4. Multivariate Testing For optimizing Landing Page Engagement
    • Why: 1
      • Search is a Means to an End it is NOT the end !!
      • The END is to drive Engagement
    • 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
    • Why: 3
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