SMX @ Ad:Tech SF
SEM Campaign Management

                    Chris Zaharias
                  VP SearchCenter
          c...
Agenda


             1               SEM Workflow & Time Allocation

                             Business Goals ► KPIs ►...
Online Business Optimization Product Suite




3      May 7, 2009

© 2008 Omniture Inc, Confidential & Proprietary
Start




Key Business       Keyword             Campaigns &                            Syndication                       ...
Return On Effort



1.Manage Campaigns From One System

2.Customize & Automate Bid Management & Reporting

3.Optimize Camp...
Agenda


             1               SEM Workflow & Time Allocation

                             Business Goals ► KPIs ►...
►                     ►
Business Goals                                        KPIs                    Optimization

• Pre-...
Multi-KPI Optimization

• MKPIO and the Tail
        • Tail keywords have fewer revenue data points
        • Factoring in...
Examples of Multi-KPI Optimization
                             • Possible Weighting
                                 •   ...
Agenda


             1               SEM Workflow & Time Allocation

                             Business Goals ► KPIs ►...
Match Type Strategies




  • ~25% of Broad Match traffic = Exact Match terms in campaign!
          • Irrational brand bo...
Search Reacts to Television Advertising
     • Client launched new brand (unique keyword) and only launched television
   ...
Measure Across Channels

      • Determine which campaigns influence new vs. loyal customers
      • Measure the channels ...
Agenda


             1               SEM Workflow & Time Allocation

                             Business Goals ► KPIs ►...
Ad Budgets By Engine (March 2009)

                                                         Current Month
                ...
Query Length Trends

• Assumption: the long tail keeps growing
        • Finding more keywords is the critical activity
  ...
Long Tails & Fat Heads




                         Source: Hitwise blog


17    May 7, 2009

© 2008 Omniture Inc
Assumptions & 2009 Reality


Assumption                     Reality
The long tail keeps growing    Win the head, win the b...
Thank You

           Chris Zaharias
         VP SearchCenter
 czaharias@omniture.com
      (415) 832-0089 cell
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SMX@adtech: Paid Search Fundamentals — ChrisZaharias

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SMX@adtech: Paid Search Fundamentals — ChrisZaharias

  1. 1. SMX @ Ad:Tech SF SEM Campaign Management Chris Zaharias VP SearchCenter czaharias@omniture.com (415) 832-0089 cell
  2. 2. Agenda 1 SEM Workflow & Time Allocation Business Goals ► KPIs ► Actions 2 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends 2 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  3. 3. Online Business Optimization Product Suite 3 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  4. 4. Start Key Business Keyword Campaigns & Syndication Bid Analytics & Match Type Ad Copy Requirements Research Ad Groups Strategy Optimization Conversion ROI Beyond Bid reasonable Contains target Collect enough ROAS high off the start keywords Broad – bid raw data to draw Product / Service Separate brand to build exposure towards lower Start with Google conclusions Information vs. general and quality score positions Top Line Growth Call to action sells the click Actively manage Divide data by head keywords in keyword Bottom Line their own groups segments Efficiency Value proposition & campaigns Phrase – bid differentiates from Paid to Organic Separate CPC towards middle Head keywords competitors Keyword Report and CPM positions Brand Awareness Disqualify Manage tail terms Split test ad copy irrelevant clicks as a basket New Product Introduction Exact – bid Traditional Keyword towards higher Long Tail phrases Geo-Targeting Relevant/Trusted Research Tools positions display URL Split test landing Unique Selling Bid on return page & Point Exposure rather than conversion position process Quality Score Holiday Rush / Seasonal Events Negative – check New categories Competitive Export successful actual terms may lose money Keyword campaigns to Seasonal terms Segmentation searched report to grow while Research Tools other engines Dynamic Keyword for relevancy others maintain Market Research Insertion ROI focus
  5. 5. Return On Effort 1.Manage Campaigns From One System 2.Customize & Automate Bid Management & Reporting 3.Optimize Campaigns From Query Through Conversion 4.Integrate SEM With Other Marketing Programs 5 May 7, 2009 © 2008 Omniture Inc
  6. 6. Agenda 1 SEM Workflow & Time Allocation Business Goals ► KPIs ► Actions 2 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends 6 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  7. 7. ► ► Business Goals KPIs Optimization • Pre-defined metrics • Clicks, impressions, Lead Funnel KPIs Mapped to Imported CRM data click-through-rate • Return on Ad Spend • Cost per acquisition • Define & value custom metrics • Cart abandonment rates • Average order value Clicks • KPI’s to measure branding, such as engagement score and time spent Lead Page • Integrate with enterprise systems for deeper insights Online Leads • Call center conversion rates Completed • Cross-channel profit margin Confirmed Sales (CRM) • Lifetime customer value 7 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  8. 8. Multi-KPI Optimization • MKPIO and the Tail • Tail keywords have fewer revenue data points • Factoring in leading indicator metrics helps manage the tail • Possible Leading Indicator Metrics • Cart Add • Key Page Views • Checkout Pages 1, 2, 3 etc.. • Product View • Once Leading Indicator Metrics Are Identified • Weight Metrics • Build them into Multi-KPI Bid Rules 8 May 7, 2009 © 2008 Omniture Inc
  9. 9. Examples of Multi-KPI Optimization • Possible Weighting • Cart Add * 4 • Key Page Views * 1 • Checkout Page 1 * 10 • Checkout Page 2 * 20 • Checkout Page 3 * 30 • Product View * 2 • Revenue * 10 • Tail Keyword Scenarios • inspiron 1420 deal – 2 KPVs, 3 PrVs, CA, CP#1 • inspiron 1525 coupon – 1 KPV, 1 PrV, CA, CP#1, CP#2, CP#3, $852 • dell inspiron xps – 15 KPVs, 5 PrVs, 2 CAs • studio 17 dell laptop – 6 KPVs, 4 PrVs, CA, CP#1, CP#2, CP#3 • xps m1730 - 4 KPVs, 2 PrVs, 2 CA, CP#1, CP#2 9 May 7, 2009 © 2008 Omniture Inc
  10. 10. Agenda 1 SEM Workflow & Time Allocation Business Goals ► KPIs ► Actions 2 3 Match Types & Multi-channel SEM 4 SEM Industry Metrics & Trends 10 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  11. 11. Match Type Strategies • ~25% of Broad Match traffic = Exact Match terms in campaign! • Irrational brand boosting causes this – let system make ROI decisions – Don’t give the SE’s an incentive to show a less targeted ad • 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) 11 May 7, 2009 Source: Efficient Frontier, Dec 2008 © 2008 Omniture Inc
  12. 12. Search Reacts to Television Advertising • Client launched new brand (unique keyword) and only launched television and paid search • Search reacted in direct proportion to TV GRPs (Gross Rating Points) • Countless other examples exist of Display, Email and many other channels driving Search 40,000 600 35,000 500 30,000 400 25,000 C licks G RP s 20,000 300 15,000 200 10,000 100 5,000 0 0 y ne ry il ly ch t r ay us be pr ar Ju a ar Ju M ru A nu ug m M eb te Ja A ep F S S earc h C lic k s TV G R P 12 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  13. 13. Measure Across Channels • Determine which campaigns influence new vs. loyal customers • Measure the channels that are the most influential • Discover what drives most cost-effective conversion 13 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  14. 14. Agenda 1 SEM Workflow & Time Allocation Business Goals ► KPIs ► Actions 2 3 Match Type Thoughts & Strategies 4 Metrics, Trends & Assumptions 14 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  15. 15. Ad Budgets By Engine (March 2009) Current Month AdSpend by Engine Marchex Adhere, Ask, 1.2% 0.0% Enhance, 0.0% Ask Enhance Google Search Feed, 0.1% Yahoo, 20.0% LookSmart MSN, 3.9% MIVA MIVA (US), 0.1% MIVA (US) MIVA, 0.0% MSN Google, 74.6% Search Feed Yahoo LookSmart, 0.1% Marchex Adhere 15 May 7, 2009 © 2008 Omniture Inc, Confidential & Proprietary
  16. 16. Query Length Trends • Assumption: the long tail keeps growing • Finding more keywords is the critical activity • Broader match types must be used extensively Reality: • Long tail now in reverse  • Search as navigation • Source: OneStat, June 2008 16 May 7, 2009 © 2008 Omniture Inc
  17. 17. Long Tails & Fat Heads Source: Hitwise blog 17 May 7, 2009 © 2008 Omniture Inc
  18. 18. Assumptions & 2009 Reality Assumption Reality The long tail keeps growing Win the head, win the battle 1,001 Things To Do in SEM Return On Effort defines workflow PPC = traffic management Pre and Post-click Equally Important Listen to your search engine SE Advice Often Contrary Indicator 18 May 7, 2009 © 2008 Omniture Inc
  19. 19. Thank You Chris Zaharias VP SearchCenter czaharias@omniture.com (415) 832-0089 cell

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