Search Engine Marketing (SEM)
Agenda
Why Does Search Matter?
Search 101
What Else Should You Know?
Current Trends
 Leverage interest as media activity drives search activity
 Gain potentially high return on investment due to direct re...
Search at the Center of the Journey
37% of Online
Searchers are driven by
television ads
30% of Online Searchers are drive...
Search 101
What is Search?
ORGANIC
SEARCH
(SEO)
PAID SEARCH
(SEM)
2
How are Ads served?
Search is bought on a real time action model
An advertiser determines the keywords they want to purc...
How is Ad Positioning Determined?
Max Bid
Quality
Score
Ad Rank
How much an advertiser is
willing to pay for a keyword
A s...
Leveraging Match Types For Better Results
Exact Match Phrase Match
Broad MatchAny query
containing the
phrase “levi bold
c...
SEM targeting allows for tailoring messaging to a
query where and when it occurs
1
0
• Time of day or day of week
Day Part...
Optimizations & Best Practices
Pacing
• Daily pacing according to authorized budgets and campaign flight
• Maintaining hig...
Increase Performance with Search Extensions
Sitelinks:
Enables deep links and drives an average CTR lift from 15-30%
App E...
What Else Should
You Know?
Search Engine Market Share
67.60%
28.70%
2.40% 1.30%
Google
Yahoo! | Bing
Ask Network
AOL, Inc.
As of January 2014:
Google...
Source: www.solvater.com Source: www.globalmarketexposure.com
Advertisers can access Google and Bing’s network of search
p...
SEO & SEM Synergy
• Collaborating SEO and SEM on average
results in 79% incremental clicks over
running only organic searc...
Current Trends
Advertisers Continue to Increase Digital Budgets
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
2012 2013 2014 2015 2016 ...
Mobile Search Reshapes the Path to Purchase
With a mobile revolution under way, the desktop is finding a long-term home
as...
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thinkLA AdU Media Planning 2014 - Jennie Antonakis

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thinkLA AdU Media Planning 2014 - Jennie Antonakis

  1. 1. Search Engine Marketing (SEM)
  2. 2. Agenda Why Does Search Matter? Search 101 What Else Should You Know? Current Trends
  3. 3.  Leverage interest as media activity drives search activity  Gain potentially high return on investment due to direct response nature of campaigns  Lift your brands organic traffic and overall online visibility  Utilize search data and trends to better understand your target audience and inform your offline media planning decisions Why does search matter?
  4. 4. Search at the Center of the Journey 37% of Online Searchers are driven by television ads 30% of Online Searchers are driven by magazine & newspaper ads 17% of Online Searchers are driven by radio ads9% of Online Searchers are driven by outdoor media 25% of Users exposed to display ads searched on a brand term
  5. 5. Search 101
  6. 6. What is Search? ORGANIC SEARCH (SEO) PAID SEARCH (SEM)
  7. 7. 2 How are Ads served? Search is bought on a real time action model An advertiser determines the keywords they want to purchase, they are entered into the auction and compete in real time versus other advertisers 1 A user conducts a search Based on the query, a series of advertisers are triggered to appear 3 Based on an advertisers bid and relevancy, the search engine algorithms determine which ads to serve Advertisers only pay when their ad is clicked
  8. 8. How is Ad Positioning Determined? Max Bid Quality Score Ad Rank How much an advertiser is willing to pay for a keyword A score Google gives each keyword based on various factors, but the main one being relevancy Where exactly an ad appears on the search results page Quality Score is critical because the better score a keyword receives, the less an advertiser has to pay in order to win an auction and maintain top positioning on the SERP
  9. 9. Leveraging Match Types For Better Results Exact Match Phrase Match Broad MatchAny query containing the phrase “levi bold curve”“Levi bold curve” • Queries containing ANY of the keywords (in any order) • Singular & plural forms, synonyms and close variations included Negatives “font” “levi bold curve cut” “Levi bold” “levi jeans” “bold curve” Query matches exactly what advertiser is bidding on Queries the brand does not want to be associated with
  10. 10. SEM targeting allows for tailoring messaging to a query where and when it occurs 1 0 • Time of day or day of week Day Parting • Desktop, tablet, smartphone (including operating system) Device • Country, State, DMA, city and zip code Geo Target • Cross-sell; upsell; serve sequential messaging Retargeting • Search engines consider the default language in the browser and language used in the query Language
  11. 11. Optimizations & Best Practices Pacing • Daily pacing according to authorized budgets and campaign flight • Maintaining highest level of efficiency at the lowest cost Bid Optimizations • Keyword efficiency is measured based on CPC, CTR and CPA • Bids are optimized to meet keyword efficiency threshold Ad Copy Refresh • Ad copy is optimized based on CTR and CPL • New ads are added to the rotation to in an effort to drive actions efficiently Use of Extensions • Utilize ad extensions to increase performance and visibility on search engine results pages Monitoring of Search Query Reports • Show the actual search terms that were paired with the different keywords and match types to trigger your ad • Assist in keyword expansions of relevant terms, and define negatives to be added to the account
  12. 12. Increase Performance with Search Extensions Sitelinks: Enables deep links and drives an average CTR lift from 15-30% App Extensions Show a link below your ad text that sends people to the app store or begins downloading your app Call Extensions Let people click a button to give you a phone call Consumer Rating Annotations Show off what customers appreciate with high-quality survey data Review Extensions Showcase positive, third-party reviews from reputable sources Location Extensions Help people nearby find your nearest storefront or give you a call
  13. 13. What Else Should You Know?
  14. 14. Search Engine Market Share 67.60% 28.70% 2.40% 1.30% Google Yahoo! | Bing Ask Network AOL, Inc. As of January 2014: Google takes up 67.6% of U.S. Market share Bing/Yahoo! held 28.7% 3.7% was dedicated to 2nd Tier Engines *Source: Comscore, January 2014
  15. 15. Source: www.solvater.com Source: www.globalmarketexposure.com Advertisers can access Google and Bing’s network of search partners (syndicated search) to gain additional reach
  16. 16. SEO & SEM Synergy • Collaborating SEO and SEM on average results in 79% incremental clicks over running only organic search* • Only 21% paid media clicks would displace what could be organic traffic • SEM and SEO are complementary disciplines that can benefit each other to increase conversion rates and share of voice • Insights gained when buying pay per click (PPC) keyword ads can positively impact SEO initiatives, while natural search queries and click path data can, and should, influence keyword bidding. 21% Displaced Ad Clicks
  17. 17. Current Trends
  18. 18. Advertisers Continue to Increase Digital Budgets $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 2012 2013 2014 2015 2016 2017 2018 Spend(Billions) US Digital Ad Spending, by Format Search Display Digital video Desktop total Mobile total *Source: Nomura Securities, "Americas Media & Internet," Feb 12, 2014 According to a study released by Nomura Securities in February, overall digital spending is expected to increase by 63% by the year 2018 Search spending alone has increased by between 15-20% per year for the last 4 years, a trend expected to continue for the years to come
  19. 19. Mobile Search Reshapes the Path to Purchase With a mobile revolution under way, the desktop is finding a long-term home as a piece—but no longer the center—of the consumer journey. Key to the future of desktop search is understanding how it will be informed by mobile usage in terms of design and measurement Marketers Future Challenge: To invest in a marketing mix that gives consumers what they need on mobile, and ultimately re-targeting them across device in a consistent format According to E-marketer, desktop search is expected to decline $1.4 Billion as Google Users Shift to Mobile
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