3 SEM Mistakes to Avoid in 2013


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In this 30-minute informative webinar, Udayan Bose, CEO of NetElixir Inc., will discuss three crucial SEM mistakes to avoid, helping you get on the right track to implementing better, more practical solutions for your search marketing campaigns and start garnering more sales in 2013!

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3 SEM Mistakes to Avoid in 2013

  1. 1. 3 Search Engine Marketing Mistakes to Avoid in 2013 1
  2. 2. About NetElixir• Incorporated in 2005. Headquartered in Princeton, NJ.• We offer multi-channel campaign management technology, end-to-end campaign management services and web analytics consulting solutions to retailers.• Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes). LinkedIn Group: NetElixir University www.LXRMarketplace.com 2
  3. 3. About Udayan• Founder & CEO, NetElixir,Inc.• Founded PartyBingo.com (PartyGaming, Plc).• Guest Lecturer: • Johnson School of Management, Cornell University • City University of New York, Baruch • Indian School of Business 3
  4. 4. “Anyone who has never made amistake has never tried anything new.” 4
  5. 5. The Basis of this Presentation• Since 2008, NetElixir Retail Intelligence Unit has conducted detailed analyses on SEM campaigns for 300+ US retail search marketers.• The analysis (called SEM Opportunity Analysis) includes a comprehensive audit of the SEM accounts on 10 parameters. 5
  6. 6. SEM Mistake #140%+ search marketers do not have aholistic search marketing plan 6
  7. 7. NetElixir Fanatical Facts (based on our survey of 300+ retail search marketers)• 63% of retailers had separate SEO and SEM agencies, who never ever communicated and shared knowledge.• Only 12% of all retailers made holistic decisions based on aggregated analyses of SEO and SEM data. 7
  8. 8. We RecommendStart by setting overall search marketing goals and then break it downinto specific SEM and SEO Goals. The GOST Model. Strategic Initiative 1 Tactics KPIs Search Marketing Goals Strategic Initiative 2 Strategic Initiative 3 SEO & SEM: Tactics linked to strategy 8
  9. 9. We RecommendSchedule joint meetings between SEO & SEM teams, at least oncea quarter. 9
  10. 10. We RecommendUse technology to measure cross-search attribution. 10
  11. 11. We RecommendImprove Search Marketing Efficiency by using LXR’s SEO-SEM Dashboard 11
  12. 12. SEM Mistake #22 simple SEM analysis tools that every marketershould use…but they don’t! 12
  13. 13. NetElixir Fanatical Facts (based on our survey of 300+ retail search marketers)2% of all keywords contribute to 100% of conversions (last click basis) 98% of keywords do not convert 13
  14. 14. NetElixir Fanatical Facts (based on our survey of 300+ retail search marketers)25% of SEM spend generates $0 in revenue (last click basis). 25% = $0 14
  15. 15. NetElixir Fanatical Facts (based on our survey of 300+ retail search marketers) Only 17% of ad groups have custom ad copies. Search Query: Buy Gucci yellow leather shoulder bag Do not spoil user experience by Leading them to generic landing pagesWhere is the customization?Do not commoditize your product. Why do all the Sitelinks lead to the same page? 15
  16. 16. 2 Simple Analysis Toolsto improve SEM Efficiency 16
  17. 17. Analyze your Keyword Portfolio bi-weekly www.lxrmarketplace.com 17
  18. 18. Analyze your Keyword Portfolio bi-weekly 18
  19. 19. Use Ad Copy Performance Grid at least once a monthStep-by-step Process •Identify all relevant ads from specified time frame •Remove ads with less then X # of impressions •Rank by CTR CONV RATE 3% •Analyze results Ave. Conv: 6 2 1.4% 3 9 4 1 CTR 10 Ave. CTR*: 0% 11% 5.5% 7 Item X 5 Item Y 8 0% 19
  20. 20. SEM Mistake #380%+ search marketers do not have a mobilesearch marketing plan 20
  21. 21. NetElixir Fanatical Fact #1 15% 21
  22. 22. NetElixir Fanatical Facts #2: Mobile SEM 17% Search queries from mobile Search queries from 83% non-mobileMobile devices accounted for 17% of all search queries during 2012 holidays 22
  23. 23. Tap into the changing media consumption habits ofDigital Omnivores…Create a Mobile Search Advertising Strategy Today! 23
  24. 24. NetElixir’s 6 StepMobile Search Advertising Plan 24
  25. 25. 1 4 Use our GOST (Goals - Strategies- Tactics) Use mobile seller ratings in your ad copies. model to connect your mobile search goals (Seller ratings increase the CTR by 22%). to results.2 5 Build custom keyword portfolio for mobile Use smart bidding tactics (boost bids around campaigns. (Average search query length is store locations; focus on day-parts where 30% shorter for mobile) mobile search volume is high)3 6 Craft short, purposeful ad copies with clear Use the right KPI to measure performance. call to action.(Mobile search has a higher (profit per mobile click). level of immediacy and urgency). 25
  26. 26. For expert help in setting up your mobilesearch advertising program, email us atGoMobile@netelixir.com. 26
  27. 27. Questions Please 27
  28. 28. Thank You!• Join our LinkedIn Group: NetElixir University Today’s Presenters:• Access free SEM & SEO tools: Udayan Bose • www.LXRMarketplace.com CEO, NetElixir Udayan@NetElixir.com• Need help with your SEM/SEO campaigns? Marinn Hersh • Contact Marinn Hersh Sales Manager, NetElixir • Marinn@NetElixir.com Marinn@NetElixir.com • 609.356.5112 x107 28