The 10 Commandments ofEffective SEM Management       Presented by:       Jeff Lancaster          Outrider       @jefflanca...
About Me• 13 years in digital marketing• Managing Director of GroupM’s  Outrider – Canada’s leading search  consultancy, a...
What is Optimization?• Strategic adjustments to an  account to improve  performance                                Jeff La...
The search commandments         Jeff Lancaster | Outrider | @jefflancaster
Search commandments1.  More than 2 though less than 5 ads live at any time2.  Always test copy3.  Search query report at l...
Ad Copy Optimization•   At least 2 but no more than 5 live ads per ad group•   Be prepared to react to events in real-time...
Search Query reports•   Id new terms•   Account and campaign negatives•   Making other matches more efficient•   Problem b...
Broad and Phrase must never drive   the majority of your traffic              Jeff Lancaster | Outrider | @jefflancaster
Match Type Waterfall – Givepriority to Exact Match kws           Jeff Lancaster | Outrider | @jefflancaster
Separate your Top Performers           Jeff Lancaster | Outrider | @jefflancaster
Separate campaigns formobile, local and content          Jeff Lancaster | Outrider | @jefflancaster
Test Time of Day, Day of WeekTime of Day OptimizationStrategy: Optimizing spendefficiency using historical timeof day conv...
Test Geo Targeting options            Jeff Lancaster | Outrider | @jefflancaster
Check Budgets daily• Campaign budgets• Engine checks• Delivery vs. target                        Jeff Lancaster | Outrider...
Check Visibility daily• Top 10 terms by category: core generic, long tail• Ad copy, Landing page, Rank• Brand term monitor...
Have a plan and stick to it           Jeff Lancaster | Outrider | @jefflancaster
Thanks!        Questions?        Jeff LancasterJeff.lancaster@outrider.com       @jefflancaster
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Paid Search - 10 Commandments of Effective SEM Management

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  • Regular implementation of negatives on Broad/Phrase terms improves quality of traffic Less reliance on broad/phrase Pushing traffic to exacts via cross campaign negatives Keyword evolution- mining, testing & negative implementation Reduce reliance on broad/phrase through negative matching
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  • Paid Search - 10 Commandments of Effective SEM Management

    1. 1. The 10 Commandments ofEffective SEM Management Presented by: Jeff Lancaster Outrider @jefflancaster
    2. 2. About Me• 13 years in digital marketing• Managing Director of GroupM’s Outrider – Canada’s leading search consultancy, a WPP company• Chairman of IAB Canada Search Marketing Council• Google NA Agency Advisory Board• @jefflancaster Jeff Lancaster | Outrider | @jefflancaster
    3. 3. What is Optimization?• Strategic adjustments to an account to improve performance Jeff Lancaster | Outrider | @jefflancaster
    4. 4. The search commandments Jeff Lancaster | Outrider | @jefflancaster
    5. 5. Search commandments1. More than 2 though less than 5 ads live at any time2. Always test copy3. Search query report at least once a fortnight4. Broad and phrase must never drive the majority of your traffic5. Only use broad to find new terms6. Separate your best and worst keywords into separate campaigns7. Separate campaigns for mobile, local and content8. Test day of week, time of day and geo targeting options9. Check visibility and budgets every day10. Have a clear optimization plan and stick to it Jeff Lancaster | Outrider | @jefflancaster
    6. 6. Ad Copy Optimization• At least 2 but no more than 5 live ads per ad group• Be prepared to react to events in real-time• Integrate messaging with other media• Try and differentiate from the competition• Focus on USP’s, offers, price and savings• Test seasonal messages- time sensitive offers• Include call’s to action• Google Ad Policy• Test and refine Jeff Lancaster | Outrider | @jefflancaster
    7. 7. Search Query reports• Id new terms• Account and campaign negatives• Making other matches more efficient• Problem broad/phrase terms Jeff Lancaster | Outrider | @jefflancaster
    8. 8. Broad and Phrase must never drive the majority of your traffic Jeff Lancaster | Outrider | @jefflancaster
    9. 9. Match Type Waterfall – Givepriority to Exact Match kws Jeff Lancaster | Outrider | @jefflancaster
    10. 10. Separate your Top Performers Jeff Lancaster | Outrider | @jefflancaster
    11. 11. Separate campaigns formobile, local and content Jeff Lancaster | Outrider | @jefflancaster
    12. 12. Test Time of Day, Day of WeekTime of Day OptimizationStrategy: Optimizing spendefficiency using historical timeof day conversion dataResult: Lower CPA’s andcomplete coverage in SERPduring the hours that workDay of Week OptimizationStrategy: Discover the day ofweek where conversion volumeand CPA are most efficient andheavy up budget accordingly. Result: lowerweekly CPA’s and increased conversions Jeff Lancaster | Outrider | @jefflancaster
    13. 13. Test Geo Targeting options Jeff Lancaster | Outrider | @jefflancaster
    14. 14. Check Budgets daily• Campaign budgets• Engine checks• Delivery vs. target Jeff Lancaster | Outrider | @jefflancaster
    15. 15. Check Visibility daily• Top 10 terms by category: core generic, long tail• Ad copy, Landing page, Rank• Brand term monitoring• Ad preview tool – top 10 generic & brand• HTTP Watch can show you the redirect journey Jeff Lancaster | Outrider | @jefflancaster
    16. 16. Have a plan and stick to it Jeff Lancaster | Outrider | @jefflancaster
    17. 17. Thanks! Questions? Jeff LancasterJeff.lancaster@outrider.com @jefflancaster

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