SMX@Ad:Tech Preso: Paid Search Fundamentals

SMX @ Ad:Tech NYCSEM Campaign Management
Chris ZahariasKikin, Inc.
Chris Zaharias
Chief Revenue Officer
Chris@kikin.com
(415) 832-0089 cell

Agenda
SEM Workflow & Time Allocation
Business Goals ► KPIs ► Actions
Match Type Thoughts & Strategies
SEM Industry Metrics & Trends
November 5, 2009
2
© 2008 Omniture Inc, Confidential & Proprietary

Humans Have Plenty To Do
Good SEM platform lets humans handle complexity & focus

Return On Effort
Manage Campaigns From One System
Customize & Automate Bid Management & Reporting
Optimize Campaigns From Query Through Conversion
Integrate SEM With Other Marketing Programs
November 5, 2009
4
© 2008 Omniture Inc

Agenda
November 5, 2009
5

Lead Funnel KPIs Mapped to Imported CRM data
Clicks
Lead Page
Online Leads Completed
Confirmed Sales (CRM)
Business Goals ► KPIs ► Optimization
Pre-defined metrics
Clicks, CTR, ROAS, CPA
Define custom metrics
CAR, AOV, Engagement
Integrate with enterprise
Call center, B&M, LTV
November 5, 2009
6

Multi-KPI Optimization
MKPIO and the Tail
Tail = less data => leading indicator metrics
Possible Leading Indicator Metrics (LEMs)
Cart Add
Key Page Views
Checkout Pages 1, 2, 3 etc..
Product View
Identify LIMs => Weight LIMs => Build into bid mgmt
November 5, 2009
7

Agenda
Match Types & Multi-channel SEM
November 5, 2009
8

Match Type Strategies
Broad Match gets volume, but it’s a crime
Strategies:
Broad Match is a permanent temporary, especially now
Negative KW’s needed until BM ROI = EM ROI
Mine site analytics for negative kw addition (integrated reporting/mgmt)
November 5, 2009
9
Source: Efficient Frontier, Dec 2008

Measure Across Channels
Client launched new brand (unique keyword) and only launched television and paid search
Search reacted in direct proportion to TV GRPs (Gross Rating Points)
Display, Email & other channels drive Search
November 5, 2009
10

Agenda
Metrics, Trends & Assumptions
November 5, 2009
11

Ad Budgets By Engine (March 2009)
November 5, 2009
12

Long Tails & Fat Heads
Reality: