OMMA East 2009 SEM Myths
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Chris Zaharias, then heading SearchCenter sales at Omniture, gave this presentation at OMMA East in 2009.
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OMMA East 2009 SEM Myths
- 2. SEM Myths More keywords is better, campaign structure’s important, ROI-based decisions are key, it’s a Quality Score world... Tell me something I don’t know! 2 October 25, 2011 © 2008 Omniture Inc
- 3. Panelists • Chris Zaharias, VP Search Sales @ Omniture • David Berkowitz, Director Strategic Planning, 360i • Alex Gross, Mgr, Search Mktg, Backcountry.com • Paul Low, VP Interactive, Camelot • Craig Macdonald, VP Mktg & Prod Mgmt, Covario 3 October 25, 2011 © 2008 Omniture Inc
- 4. 5 SEM Myths Busted Assumption Reality Tail has reversed, search direct The long tail is eternal navigation Return On Effort defines what should Keyword assists matter be done SEM not good for many products # of advertisers always grows w/latent demand Search is about… search Search has become direct navigation SEM 2008 = SEM 2007 Q3 ‘08 = monumental changes 4 October 25, 2011 © 2008 Omniture Inc
- 5. 1. The Long Tail Grows Forever Chris Zaharias • Assumption: the long tail keeps growing • Finding more keywords is the critical activity • Broader match types must be used extensively Reality: The 'long tail' is getting shorter. The last 9-12 months are all about increases in 1-2 word searches. • Source: OneStat, June 2008 5 October 25, 2011 © 2008 Omniture Inc
- 6. 1. Long Tail Forever Chris Zaharias Source: Hitwise blog 6 October 25, 2011 © 2008 Omniture Inc
- 7. 2. Keyword Assists Matter? David Berkowitz David – I think it’d be best for you to populate this slide yourself, as a) there’s not much hard data out there; and b) you guys have a study from 2006 (2008 update?) that might shed light on this. My own opinions are as follows: 1. 75% of conversions for which assists occur are assists from the same keyword being searched 2+ times. 2. Assists occur on 25-33% of conversions. 3. .25 x (.25-.33) = 6.25-8.25% of conversions are ones for which assists knowledge could lead to different actions (mice nuts) 4. A better way to deal with assists is to track and optimize to the micro- conversion events (aka leading indicators) that presage the conversion. 7 October 25, 2011 © 2008 Omniture Inc
- 8. 3. Always More Adveritsers Paul Low Source: AdGooroo 1. Advertisers searching for ROI / volume? 2. Search engines optimizing yield? 3. Macroeconomics affecting search? 8 October 25, 2011 © 2008 Omniture Inc
- 9. 4. Search Is… Search Craig Macdonald • Assumption: the long tail = the non-branded tail • Reality: search has become direct navigation focus on branded terms • Source: Hitwise, April 2008 9 October 25, 2011 © 2008 Omniture Inc
- 10. 4. Focus on Leveraging SEM/SEO ROIpaid = 20 ROIincremental = 5 100 Conversions 85 20 Paid Organic 10 October 25, 2011 © 2008 Omniture Inc
- 11. 5. SEM 2008 = SEM 2007 Alex Gross • 1st Page Bid replacing Minimum Bid • Real-time, query-level Q.S. calculation • Broader Matching and Monetization • Google: Automatic Matching beta • YSM: June T.O.S. change unilateral 'optimization‘ • Google Suggest Alex: I’ll leave it to you to speak to the implications of the above. Likewise, if you feel the distribution partners graphs are too deep for the crowd, feel free to eliminate them and that bullet 11 October 25, 2011 © 2008 Omniture Inc
Editor's Notes
- Need for websites to be efficient and smart for ALL marketing
- Need for websites to be efficient and smart for ALL marketing
- Who has time to watch rankings on every keyword across every search engine, all day every day? SearchCenter does this for you and even alerts you by email if a competitor has come in and outbid you.