eSearchVision - Orange Online MeetUp #7 - SEM - September 2010


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eSearchVision - Orange Online MeetUp #7 - SEM - September 2010

  1. 1. SEM overview<br />Orange - eSearchVision<br />24thNovember 2009<br />
  2. 2. Table of content<br />Understanding SEM<br />eSearchVision Methodology<br />SEM optimization: best practices<br />Why technology matters in SEM success?<br />
  3. 3. Understanding SEM<br />
  4. 4. Understanding SEM perimeter<br />Search Network Content Network<br />4<br />Different Network type<br />Answer User Intention<br />Create User intention<br />
  5. 5. Understanding SEM perimeter<br />5<br />All Ad formats<br />
  6. 6. Understanding SEM perimeter<br />Cost per Click model: youpay on click only<br />Blind Bidding model <br />Quality Score effect<br />6<br />Understanding the SEM model<br />Blind bidding model<br />You don’t know your competitor budgets, bids, keywords…<br />Position = max bid x Quality Score<br />Quality score is a blackbox<br />Gives you the opportunity to be better ranked, with lower CPC<br />+<br />
  7. 7. eSearchVision Methodology<br />
  8. 8. Smart SEM Solutions<br />eSearchVision<br />Our mission is to provide the smartest paid search solutions for our customers through an unmatched combination of cutting-edge technology and human expertise.<br />120 SEM experts: 25 engineers & 70 account managers and analytics specialists<br />Over $500M annual SEM spend<br />27 countries & 16 languages<br />
  9. 9. eSearchVision<br />Account Managers<br />Global Vision and SEM expertise<br />eSearchVisionTechnology<br />End-to-end SEM Platform <br />SearchAnalysts<br />Our SEM in house Consultants<br />
  10. 10. SEM optimization: best practices<br />
  11. 11. eSearchVision methodology<br />Query<br />Improve keyword listing with relevant user queries<br />Filter irrelevant queries (not in business scope)<br />Impressions<br />Maximise ad serving and share of voice<br />Clicks<br />Maximise share of click (vs competitor), CTR  to improve Quality Score, optimise CPC<br />Redirection<br />Optimise landing pages regarding performance  <br />Conversion<br />Maximise conversion rate by cross indicator analysis<br />Drive performance by optimizing the whole conversion path <br />
  12. 12. Daily / weekly optimisations<br /><ul><li>Improve keyword listing regarding user requests
  13. 13. Filter irrelevant keywords</li></ul>And again<br /><ul><li>Improve Share of voice on better topics
  14. 14. By strong budget and bids management on better topics
  15. 15. Improve conversion rate per KPI
  16. 16. Adapt budget, keywords… to emphasize effect of better performers
  17. 17. Optimize share of click, CTR and CpC
  18. 18. By improving Quality Score, rank, ad relevance (AB testing)
  19. 19. Improve relevance of landing page
  20. 20. By Landing Page testing</li></li></ul><li>Request<br />User requests<br />Your keyword listing<br />KW to add<br />Relevant keywords<br />KW to withdraw<br />eSearchVision raw request report: <br />Identify real user request<br />View clicks and conversion for that precise request<br />
  21. 21. Request<br />Real bought keyword: Mobile Phone<br />Use Keyword insertion in the ad title  confusing for the user<br />No free mobile on the website bad experience<br />More relevant:<br />Use free phone as a gift to win the prospect<br />
  22. 22. impression<br />Improve Share of voice on better topics<br />By adapted structure<br />By strong budget and bids management on better topics<br />Avoid Lost IS budget on most profitable campaigns<br /> You are loosing business<br />If you have capping on budget<br /> Reduce part of budget on less profitable campaigns<br />
  23. 23. Clicks<br />Be well positioned<br />Higher position = higher CTR<br />By increasing bids<br />By improving Quality Score<br />
  24. 24. Clicks<br />Be well positioned<br />Optimize bids and Qualityscore<br />Catch user attention<br />By improving your ads : AB testing<br />Test different ad models by rotating several ads for one KW<br />Lets running to collect data<br />After 2 or 3 weeks (depending on number of clicks) analyse your ads<br />Better CR<br />Better CR<br />Most relevant ad = most clicks<br />Lower CR<br />Lower CR<br />Statistic analysis to trust results<br />
  25. 25. Redirection<br />Improve relevance of landing page<br />By Landing Page testing<br />Same principle as Ad copy testing. <br />Try 2 or 3 landing pages for the same couple keyword/ad <br />Analyse KPI indicator (conversion rate, bounce rate…)<br />Home Page<br />Smartphone Page<br />Product Page<br />Results will be different regarding the keyword, the objective, seasonality, promotion…<br />Landing page testing is good for conversion rate, but also enter in QualityScore<br />So a good landing page for SEO, may also be good for SEM<br />
  26. 26. Conversion<br />Conversion is both part of agency and advertiser optimization<br />SEM to qualify traffic, conversion path, advert…<br />Advertiser to optimize website, offer, prices,…<br />Optimize structure & budget<br />To improve global conversion rate<br />Identifiy best Campaigns/keywords per KPI<br />Adapt budget, keywords… to emphasize effect of better performers<br />
  27. 27. Relevance <br /> Quality Score<br />  CTR<br />Control<br /> Impression Share<br /> displayed ad per keyword<br />Performance<br />  Conversion Rate<br />  Cost per Order<br />KPIs<br />
  28. 28. 3 ways of targetting: <br />Keywords<br />Category<br />Focus on Content Network<br />Detected keywords<br />vendezvotre voiture, CT offert !<br />AssociatedCategoryCar<br />emplacementpub<br />vendezvotre voiture, CT offert !<br />Add diffusion<br />emplacement pub<br /><br />
  29. 29. 3 ways of targetting: <br />Keywords<br />Category<br />Site targetting<br />Optimize network…<br />Referreranalysis<br />Exclude non relevant websites<br />…To identifyelligiblewebsite for Site Targetting<br />Push ads on most relevant website, by bidding on placements<br />Focus on Content Network<br />
  30. 30. Why Technology matters in SEM Success<br />
  31. 31. Readability of SEM operations<br />Tracking<br />Webanalytics integration<br />Business integration<br />Appropriate SEM: mkg & sales people<br />Tool for decision support + catalog<br />Real Time – time to market<br />Product Feed<br />Link your website/catalog update to your campaigns<br />SEM new keysuccessfactors<br />
  32. 32. eSearchVision<br />eSearchVisionTechnology<br />End-to-end SEM Platform <br />Reporting : In-depth Monitoring<br />Catalogue Portfolio : Increased Flexibility<br />Automated Strategies: Increase Performance<br />A unique Interface: Enhanced Productivity<br />
  33. 33. eSearchVision<br />Scenario 1: An item sells out and its stock is now null<br />eSearchVisionTechnology<br />End-to-end SEM Platform <br />The Product Feed implementation Reduce Time to Market<br /><ul><li> Match SEM campaigns with product inventory
  34. 34. Real Time adjustments of prices and promotional offers</li></ul>Scenario 2: A price decreases for a popular retail item<br />Scenario 3: An item is added to the client catalogue<br /><ul><li>Quality Score improvement
  35. 35. ROI optimisation
  36. 36. Traffic Qualification
  37. 37. Productivity Increase</li></li></ul><li>Amélie de CHEFFONTAINESSales Managerphone +33 1 78 09 58 19Cell +33 6 20 26 08<br />Thanks<br />Essohana AssihSenior Account Managerphone +33 1 78 09 58<br />