PRrally 2015 Дмитро Мелінишин /Head of Search&Context Hub in Publicis Groupe Ukraine/ Тема доповіді: Інструменти вимірювання ефективності реклами та конкурентний аналіз у пошукових системах.

1. IT’S ALL ABOUT SEARCH

2. 92%
88%
84%
75%
69% 69% 68%
65%
59%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
use search
engine
visit social
network
check news,
weather
check my email purchase online listen to music watch video look for product
information
do video/online
telephony
read
blogs/reviews
Online activity (at least once a month)
Search is the most frequent action in Internet
Source: TNS Consumer Connected study. All 16+

3. People DO really use search for making purchase decision
The internet is a key part of the
consumer journey right up until the final
purchase decision
Consumers turn to specific online
sources - especially search engines -
when looking for local businesses
Source: Consumer Barometer https://goo.gl/i5rrZ2

4. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
msn
yandex
google
Yandex share in Ukraine ~ 35%, Google is the leader
Source: gemius ranking http://ranking.com.ua/en/ranking/search-engines.html
Search engines traffic share in Ukraine

5. Combine website & content optimization with continuous paid search strategy – receive
paid search cost decrease + loyal organic visitors
Advertising Opportunities - Paid+Organic Search
PAID
EARNED
OWNED
Paid
search
Organic
search

6. Paid Search Basics

7. Paid Search is buying ads in Google &
Yandex search results on pre-defined list
of keywords
Paid Search buying model is cost-per-
click (CPC)
Paid search buying is based on auction
model
Search activities Types – Paid Search
Keyword
Search
Ad
Search results

8. Impression – one display of an ad in search results
Click – one user’s click on a search ad
CPC – cost-per-click, calculated as a division of campaign
budget on the number of clicks for a certain time period
CTR – click-through-rate, means number of clicks divided
by number of Impressions
Ad position – position of search ad in search results
usually given by advertising systems
Search impression share – estimated ad display share in
all possible displays in search results for a certain list of
keywords shown by Google Adwords & external
instruments like Benchtools
Paid Search key definitions
CPC=
Budget
Clicks
CTR=
Clicks
Impressions
X 100%

9. Keyword Quality Score is one of two
components, that influences actual CPC
Special Google internal indicator – Quality Score

10. Estimated keyword CTR
Keyword relevance to the
ad text
Historical
CTR of
Display URL
Account
History
Landing
page quality
Keyword relevance to
search query
Geo
efficiency
Target
devices
Quality Score components

11. Paid search stats example
Notice, that we are currently able to set up only daily budget limits in Google Adwords
In Yandex we are able to set up daily and weekly budget limits
Search impression share

12. Paid Search Planning

13. Previous
client
campaigns
Previous
campaigns in
category
Planning
Toos
Internal
expertise
Paid Search Planning Algorithm - Keywords selection
Analyze previous client’s search campaigns
Analyze previous search campaigns of other clients in the same category
Use Google Keyword Planner & Yandex Wordstat tools
Define list of keywords based on selected data & internal expertise

14. Previous
client
campaigns
Previous
campaigns in
category
Budget
estimation
tools
Internal
Expertise
Budget Estimation in Paid Search
Watch previous clients’ campaign stats
Analyze previous search campaigns of other clients in the same category
Use Google Traffic Estimator & Yandex budget forecast tools data
Estimate traffic volume using existing data & internal expertise
10

15. Search engines optimization (SEO) basics

16. SEO is a complex of activities to move website
to TOP positions in organic search
Organic search – non-paid search results in
search engines
Buying model – close to special project,
because is sold as a complex of activities
The only activity sold separately is SEO-audit
Search activities Types – Search engines optimization
(SEO)
Paid results
Organic
results

17. Snippet – is a text block that describes your website
in organic search results
Visibility /Coverage– is a combined indicator based
on frequency & position of display of your website in
organic search showing share of your website in
organic search results. Calculated by special tools
like Benchtools or Prodvigator
Paid Search key definitions
Snippet sample

18. Technical &
Content Audit
Content&
Outreach Strategy
Technical
Changes to
Website
Implementing
Content &
Outreach
Strategy
Getting in Organic TOP Process
18
TOP
Positions
TOP Positions in search give highest Visibility & Coverage & Earned loyal website visitors

19. How to make Google give you TOP rank in organic?
19

20. Search KPI Marketing KPI Benchmarks
Sessions Interaction Depends on campaign goals
Position Leadership over competitors 1-10 (depends on campaign goals)
Visibility Visibility (SOV) 30%-70% (depends on campaign goals & keywords category)
Main Organic Search KPI’s
20
Besides Basic search KPI’s we should track additional analytics KPI’s such as Avg.
Pageviews (Depth), Avg. Time on Site, Conversions – video views, shares in social
networks, contest photo uploads etc.

21. SEO Planning

22. What to do when you need SEO?

23. When we use search

24. Search serves marketing goals
Search
Clicks
Conversions
Positions
Imp. Share/Visibility
Interaction
Sales
Leadership
Visibility/Awareness
Channel
Campaign Goals Marketing Goals

25. Insights & Competitors activity tracking

26. You can research your audience even for small regions using free tools data like
https://wordstat.yandex.ua and https://adwords.google.com/ko/KeywordPlanner/ . Just register
there
Finding your audience in Search –Free inventory
IF region
stats

27. When you are “on air” is Google Paid Search, you can see your position & coverage
comparing to your rivals in paid search
Auction Insights – Free Google Tool for Competition
tracking
Learn more here https://goo.gl/Ug2lv5

28. Prodvigator.ua can show you your position among competitors in paid & organic and even
research keywords, they use for promotion! But it’s not for free
Getting deep in data – Now you Have to PAY

29. Tracking search campaigns REAL value
http://www.google.com/analytics/

30. About
Dmytro Melinyshyn
Head of Search&Context Hub at Publicis Groupe
Ukraine since Jan 2014
Graduated from: Ivano-Frankivsk National Technical
University of Oil and Gas in 2004
Experience in Search: 8 years
Clients: МТС, Nokia, Coca Cola, Samsung,
Mondelez, Procter&Gamble etc.
https://www.facebook.com/endemionus

31. THANK YOU!