Optimizing SEM Strategies from Keyword to Conversion Gary Ware, Web Marketing Manager Overland Storage Monday, October 27,...
About Overland Storage <ul><li>Provider of data storage appliances </li></ul><ul><li>A global solution provider in busines...
The problem <ul><li>Low search conversions. </li></ul>
The solution <ul><li>Tightly match the keyword to the ad to the landing experience </li></ul>
Over 500% lift
Seeking continual improvement
Optimize campaigns, ad groups and keywords… before during optimized today campaigns 6 15 10 10 ad groups 19 98 69 69 keywo...
 
4 Takeaways
1. More specific landing pages
2. Match the experience to the search
3. Self-segmentation after the click
4. Keep on testing
Optimization Examples
Legacy Campaign Keyword: Business Continuity Disaster <ul><li>CTR:  0.30% </li></ul><ul><li>Conversion Rate? </li></ul><ul...
New Campaign Keyword: Business Continuity Disaster <ul><li>CTR:  1.74% </li></ul><ul><li>Conversion Rate:  18.75% </li></u...
Legacy Campaign Keyword: Overland VTL <ul><li>CTR:  7.20% </li></ul><ul><li>Conversion Rate: 0.42% </li></ul><ul><li>What’...
New Campaign Keyword: Overland VTL <ul><li>CTR:  14.59% </li></ul><ul><li>Conversion Rate:  11.11% </li></ul><ul><li>What’...
Legacy Campaign Keyword: Business Continuity Tools <ul><li>CTR:  0.65% </li></ul><ul><li>Conversion Rate? </li></ul><ul><u...
New Campaign Keyword: Business Continuity Tools <ul><li>CTR:  1.24% </li></ul><ul><li>Conversion Rate:  16.67% </li></ul><...
How we did it: keyword through conversion <ul><li>Looked at the paid search campaign holistically from end to end </li></u...
Reorganized paid search campaign <ul><li>Campaigns were designed around key concepts </li></ul><ul><ul><li>Business Contin...
Optimized for best keywords <ul><li>Pareto Principle (80-20 Rule) </li></ul><ul><ul><li>Uncovered high-value keywords </li...
Rewrote ads OLD NEW <ul><li>Applied keyword intent to ads. </li></ul><ul><li>Branded ads focus on products and related res...
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
Created lot of new landing experiences
What a difference a year makes… <ul><li>Campaign wide impressions were  reduced  by  37.5%  and CTR  increased  by  30%. <...
Best practices <ul><li>Not all campaigns are equal—define your search marketing goal. </li></ul><ul><ul><li>Traffic? Maxim...
Keys to success <ul><li>Focused on the entire chain—from keyword through conversion </li></ul><ul><li>Worked with ion inte...
What’s next What’s next Goal: 10% conversion Tighter feedback loops from sales Improve conversion quality Greater interact...
Credits/Thank You <ul><li>Gary Ware </li></ul><ul><li>[email_address] </li></ul><ul><li>661.209.1498 </li></ul><ul><li>twi...
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Optimizing SEM Strategies from Keyword to Conversion

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This is my presentation that I gave at the MarketingSherpa B2B Lead Gen Summit on Oct 27, 2008

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  • Who I am
  • Optimizing SEM Strategies from Keyword to Conversion

    1. 1. Optimizing SEM Strategies from Keyword to Conversion Gary Ware, Web Marketing Manager Overland Storage Monday, October 27, 2008
    2. 2. About Overland Storage <ul><li>Provider of data storage appliances </li></ul><ul><li>A global solution provider in business for 28 years </li></ul><ul><li>The most trusted name in storage for small/mid size businesses </li></ul><ul><li>More than 100,000 customers worldwide </li></ul><ul><li>Worldwide manufacturing capabilities </li></ul><ul><li>Sales and service support in more than 30 countries </li></ul>
    3. 3. The problem <ul><li>Low search conversions. </li></ul>
    4. 4. The solution <ul><li>Tightly match the keyword to the ad to the landing experience </li></ul>
    5. 5. Over 500% lift
    6. 6. Seeking continual improvement
    7. 7. Optimize campaigns, ad groups and keywords… before during optimized today campaigns 6 15 10 10 ad groups 19 98 69 69 keywords 657 776 523 523 conversion rate .45% 2.47% 3.72% 5.60% avg cost per conversion $309.97 $125.60
    8. 9. 4 Takeaways
    9. 10. 1. More specific landing pages
    10. 11. 2. Match the experience to the search
    11. 12. 3. Self-segmentation after the click
    12. 13. 4. Keep on testing
    13. 14. Optimization Examples
    14. 15. Legacy Campaign Keyword: Business Continuity Disaster <ul><li>CTR: 0.30% </li></ul><ul><li>Conversion Rate? </li></ul><ul><ul><li>Unknown, users were directed to a deep link on the Overland web site. </li></ul></ul><ul><li>What’s good? </li></ul><ul><ul><li>Business Continuity and Disaster Recovery page. </li></ul></ul><ul><li>What’s bad? </li></ul><ul><ul><li>Ad doesn’t acknowledge speak to disaster. </li></ul></ul><ul><ul><li>Low CTR. </li></ul></ul><ul><ul><li>No CTA on Ad. </li></ul></ul><ul><ul><li>No CTA on page. </li></ul></ul><ul><ul><li>Burden of conversion is on the user. </li></ul></ul>
    15. 16. New Campaign Keyword: Business Continuity Disaster <ul><li>CTR: 1.74% </li></ul><ul><li>Conversion Rate: 18.75% </li></ul><ul><li>What’s the difference? </li></ul><ul><ul><li>Keyword clearly matches the Ad. </li></ul></ul><ul><ul><li>Message match from the ad to the landing page. </li></ul></ul><ul><ul><li>White paper offer is visible to respondent. </li></ul></ul><ul><ul><li>Segmenting users by capacity enables messaging to address specific backup needs. </li></ul></ul>
    16. 17. Legacy Campaign Keyword: Overland VTL <ul><li>CTR: 7.20% </li></ul><ul><li>Conversion Rate: 0.42% </li></ul><ul><li>What’s good? </li></ul><ul><ul><li>Clear CTA in Ad. </li></ul></ul><ul><ul><li>User is landed on a page specific to the VTL product. </li></ul></ul><ul><li>What’s bad? </li></ul><ul><ul><li>What is REO? Ad doesn’t present keyword correlation. </li></ul></ul><ul><ul><li>No clear CTA on deep link. </li></ul></ul><ul><ul><li>Where is the ESG Lab Report? </li></ul></ul><ul><ul><li>Burden of conversion is on the user. </li></ul></ul>
    17. 18. New Campaign Keyword: Overland VTL <ul><li>CTR: 14.59% </li></ul><ul><li>Conversion Rate: 11.11% </li></ul><ul><li>What’s the difference? </li></ul><ul><ul><li>Ad correlates Overland to REO product series. </li></ul></ul><ul><ul><li>REO product features are included in the Ad. </li></ul></ul><ul><ul><li>Landing page messaging affirms and expands product features from search ad. </li></ul></ul><ul><ul><li>Segmenting users by capacity enables messaging to address specific backup needs. </li></ul></ul>
    18. 19. Legacy Campaign Keyword: Business Continuity Tools <ul><li>CTR: 0.65% </li></ul><ul><li>Conversion Rate? </li></ul><ul><ul><li>Unknown, users were directed to a deep link on the Overland web site. </li></ul></ul><ul><li>What’s good? </li></ul><ul><ul><li>Keyword matches Ad </li></ul></ul><ul><li>What’s bad? </li></ul><ul><ul><li>Ad doesn’t correspond to user intent </li></ul></ul><ul><ul><li>No clear CTA on page </li></ul></ul><ul><ul><li>Where is the white paper? </li></ul></ul>
    19. 20. New Campaign Keyword: Business Continuity Tools <ul><li>CTR: 1.24% </li></ul><ul><li>Conversion Rate: 16.67% </li></ul><ul><li>What’s the difference? </li></ul><ul><ul><li>Ad correlates to user intent—looking for solution. </li></ul></ul><ul><ul><li>Message match across keyword, ad and landing page. </li></ul></ul><ul><ul><li>Landing page message calls out key white paper benefits. </li></ul></ul><ul><ul><li>Segmenting users by capacity enables messaging to address specific backup needs. </li></ul></ul>
    20. 21. How we did it: keyword through conversion <ul><li>Looked at the paid search campaign holistically from end to end </li></ul><ul><ul><li>Look at searcher intent </li></ul></ul><ul><ul><li>Reorganized paid search campaigns based on themes </li></ul></ul><ul><ul><li>Optimized for best keywords </li></ul></ul><ul><ul><li>Optimized ads </li></ul></ul><ul><ul><li>Create new landing experiences and kept them tightly matched to the keywords and ads. </li></ul></ul><ul><ul><li>Tested and tested some more. Innovation + Iteration = Improvement </li></ul></ul>
    21. 22. Reorganized paid search campaign <ul><li>Campaigns were designed around key concepts </li></ul><ul><ul><li>Business Continuity </li></ul></ul><ul><ul><li>Disaster Recovery </li></ul></ul><ul><ul><li>Overland Brand </li></ul></ul><ul><li>Keywords were grouped into AdGroups by </li></ul><ul><ul><li>Search Intent </li></ul></ul><ul><ul><ul><li>Strategies or Solutions </li></ul></ul></ul><ul><ul><ul><li>Recovery or Planning </li></ul></ul></ul><ul><ul><li>Prospect lifecycle </li></ul></ul><ul><ul><ul><li>Just looking vs. intent to purchase </li></ul></ul></ul>
    22. 23. Optimized for best keywords <ul><li>Pareto Principle (80-20 Rule) </li></ul><ul><ul><li>Uncovered high-value keywords </li></ul></ul><ul><ul><ul><li>Focused on positioning </li></ul></ul></ul><ul><ul><ul><li>Included in ad copy </li></ul></ul></ul><ul><ul><ul><li>Included on landing page </li></ul></ul></ul><ul><li>Identified keywords with low to no impressions </li></ul><ul><ul><li>Poor performers can HURT the performance of your top 20% in Google’s eyes. </li></ul></ul><ul><ul><ul><li>Pause or move to separate AdGroup </li></ul></ul></ul>
    23. 24. Rewrote ads OLD NEW <ul><li>Applied keyword intent to ads. </li></ul><ul><li>Branded ads focus on products and related research. </li></ul><ul><li>Product ads focus on key features and benefits. </li></ul><ul><li>Concept ads focus on the business need. </li></ul><ul><li>Call to action for every ad. </li></ul>
    24. 25. Created lot of new landing experiences
    25. 26. Created lot of new landing experiences
    26. 27. Created lot of new landing experiences
    27. 28. Created lot of new landing experiences
    28. 29. Created lot of new landing experiences
    29. 30. Created lot of new landing experiences
    30. 31. Created lot of new landing experiences
    31. 32. Created lot of new landing experiences
    32. 33. Created lot of new landing experiences
    33. 34. Created lot of new landing experiences
    34. 35. Created lot of new landing experiences
    35. 36. What a difference a year makes… <ul><li>Campaign wide impressions were reduced by 37.5% and CTR increased by 30%. </li></ul><ul><ul><li>Represents a tighter, fine-tuned search campaign. </li></ul></ul><ul><li>Cost per click increased by 20%. </li></ul><ul><ul><li>Result of market forces to maintain positioning. </li></ul></ul><ul><li>Overall cost per conversion reduced by 60% . </li></ul><ul><ul><li>Increases the overall value of search for lead gen. </li></ul></ul><ul><li>Improved conversions over 500%. </li></ul>
    36. 37. Best practices <ul><li>Not all campaigns are equal—define your search marketing goal. </li></ul><ul><ul><li>Traffic? Maximize clicks. </li></ul></ul><ul><ul><li>Brand? Maximize impressions. </li></ul></ul><ul><ul><li>ROI? Maximize returns </li></ul></ul><ul><li>Campaign architecture should focus on search intent or buying cycle. </li></ul><ul><ul><ul><li>AdGroups should be tight and focused on “like” things. </li></ul></ul></ul><ul><li>There should be a clear connection from the keyword to the ad to the landing page. This is the most important key. </li></ul>
    37. 38. Keys to success <ul><li>Focused on the entire chain—from keyword through conversion </li></ul><ul><li>Worked with ion interactive for landing experience strategy, creation and testing </li></ul><ul><li>Brought paid search in-house and with consultants launched a far more focused, relevant campaign </li></ul>
    38. 39. What’s next What’s next Goal: 10% conversion Tighter feedback loops from sales Improve conversion quality Greater interactivity on landing experiences
    39. 40. Credits/Thank You <ul><li>Gary Ware </li></ul><ul><li>[email_address] </li></ul><ul><li>661.209.1498 </li></ul><ul><li>twitter.com/garyware_619 </li></ul><ul><li>linkedin.com/in/garyware </li></ul>ion interactive www.ioninteractive.com Overland Storage www.overlandstorage.com

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