SEM Strategy For Advertising Agencies

1,546 views

Published on

I think SEM campaigns have an incredible importance for the advertising agencies. In this document I briefly explain how I would approach a SEM campaign for the last advertising agency I worked in: McCann Erickson Spain.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,546
On SlideShare
0
From Embeds
0
Number of Embeds
19
Actions
Shares
0
Downloads
1
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

SEM Strategy For Advertising Agencies

  1. 1. SEM
 1
 
 09
 
 MDMK
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SEM
 
 
 
 SEM
strategy
for
my
last
company:
McCann‐Erickson
 08/06/09
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Elena
Ibáñez
Viñes

  2. 2. Elena
Ibáñez
MDMK’09
 
 
 Introduction
 The
Search
Engine
Marketing
is
critical
for
any
company
that
ambitious
to
have
a
 relevant
positioning
in
the
on
world,
and
this
becomes
even
more
important
when
 we
talk
about
a
service
company.
 
 Since
 I’m
 not
 currently
 working,
 I
 will
 focus
 my
 analysis
 on
 the
 last
 company
 I
 worked
for:
McCann
‐Erickson,
a
big
multinational
Advertising
Agency
that
offers
 to
the
clients
a
360º
integrated
vision
of
communication.
 
 Reasons
to
build
up
a
SEM
strategy
 I
will
try
first
to
detail
the
reasons
why
should
a
company
like
McCann
have
a
SEM
 strategy.
The
first
one
and
more
important
is
that
any
client
who
searches
for
an
 advertising
agency
for
its
next
campaign
will
look
at
the
results
of
a
Search
Engine,
 just
 to
 be
 aware
 of
 the
 offer
 and
 get
 some
 information
 about
 the
 agencies:
 last
 campaigns,
current
clients,
awards…
 
 But
also,
a
SEM
strategy
is
important
to
McCann
for
another
reasons:
 ‐ Credibility
and
reinforce:
for
the
current
clients
it
is
relevant
to
see
how
 important
is
their
agency
and
why
it’s
worth
to
pay
such
money.
 ‐ Priority
to
the
local
issue:
it
is
important
that
people
find
McCann
Spain
 before
McCann
London
or
McCann
NY
(as
it
happens
now).
 ‐ Reduce
 cannibalism:
 in
 a
 multidisciplinary
 communication
 agency
 as
 McCann,
it
is
easy
to
find
another
agencies
from
the
McCann
Group
just
 on
top
of
McCann
Erickson
(as
it
happens
now
with
Universal
McCann,
 the
media
agency)
 ‐ Prescription:
 in
 a
 business
 like
 this,
 it
 is
 important
 to
 be
 connected
 to
 the
“stake
holders”
of
the
profession,
trough
links…
 
 In
conclusion,
there
are
several
reasons
to
have
a
good
plan
on
SEM,
and
all
of
them
target
 to
just
one
point:
INCREASE
BUSINESS.
 
 
 
 2

  3. 3. 
 Objectives
of
the
SEM
plan
 I
stated
above
the
main
reasons
to
have
a
SEM
plan
in
McCann‐Erickson,
but
as
SEM
is
a
 discipline
mainly
focused
on
measured
results,
my
SEM
objective
should
be
quantifiable.
 This
 is
 initially
 a
 big
 challenge
 for
 an
 advertising
 agency,
 since
 these
 types
 of
 service
 companies
don’t
usually
“sell”
anything
in
the
Internet.
So
my
first
point
here
would
be
to
 “innovate”
 somehow
 in
 the
 way
 we
 approach
 the
 client
 and
 would
 include
 in
 McCann’s
 site:
 ‐ a
possibility
to
drop
a
briefing
and
“test”
the
company
by
getting
an
offer
 ‐ a
possibility
to
ask
for
some
information
of
the
company
based
on
the
prospect’s
need
 
 From
this
point
of
view,
my
SEM
objective
would
be:
 1. Get
briefings
 2. Receive
info
queries
 
 So,
as
you
see,
I
would
focus
my
SEM
strategy
in
a
CPL
action,
since
it
is
the
best
way
to
 measure
my
campaign
and
optimize
the
site.
 Please
take
into
account
I’m
not
mentioning
yet
any
number
or
“increase”
concept
in
my
 objectives,
since
this
is
the
first
time
I
will
be
approaching
this
way
to
my
prospects
and
I
 first
have
to
evaluate
the
campaign.
 
 Should
I
insource
or
outsource
my
SEM
campaign?
 I
would
try
to
make
a
combination
of
both.
Why?
 ‐
Having
a
team
inside:
McCann
belongs
to
multidisciplinary
group,
which
works
already
 on
digital
matters
from
its
media
department.
This
means
that
McCann
has
good
copies,
 good
technological
people
and
good
digital
marketing
experts.
This
also
means
that
inside
 the
company
there
is
talent
and
experts
that
could
be
devoted
to
this
strategy
working
on
 that
 part
 of
 the
 SEM
 plan
 that
 they
 control
 and
 letting
 the
 company
 to
 have
 the
 information
in
first
hand.
 ‐
 Having
 a
 team
 outside:
 this
 is
 necessary
 since
 McCann
 is
 not
 a
 SEM
 expert
 and
 also
 because
 it
 is
 a
 large
 and
 multinational
 company
 that
 needs
 to
 make
 things
 in
 a
 professional
 way,
 having
 an
 integrated,
 multitalented
 team
 that
 can
 implement
 and
 understand
various
elements
of
the
campaign
strategy
with
a
clear
responsibility.
 
 3

  4. 4. Elena
Ibáñez
MDMK’09
 
 Campaign
set
up
 
 Key
words:
(limited
to
ten)
 (In
Spanish)
 ‐ Advertising
agency
 ‐ 360º
campaigns
 ‐ Integrated
campaigns
 ‐ Best
advertising
agency
 ‐ Good
advertising
agency
 ‐ Good
result
advertising
agency
 ‐ Agency
for
tv
ads
 ‐ Agency
for
prints
 ‐ Advertising
awards
 ‐ Advertising

 
 Copy:
 (In
Spanish)
 
 McCann­Erickson
 The
most
efficacy
awarded
agency

 by
the
clients
 www.mccannspain.es
 
 Pls
note
I
could
not
include
any
Destination
URL
since
McCann
Spain
does
not
have
a
site
 yet!!!
 Yes,
 this
 is
 hard
 to
 believe
 but
 it
 is
 true.
 The
 Display
 URL
 is
 a
 fiction;
 I
 chose
 www.mccannspain.es
because
I
thought
it
is
important
for
people
to
know
before
clicking
 on
the
ad
that
they
are
addressing
the
Spanish
site
of
McCann.
 
 
 4


×