SEM Campaign Management

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Chris Zaharias gave this presentation at the SMX/AdTech NYC conference.

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  • The graphic is related to the 3rd major bullet – showing customized reporting integrated with an enterprise system, like Salesforce.com. These 3 major bullets build in complexity.
  • GRP = gross ratings points, the metric used to measure tv reach.
  • SEM Campaign Management

    1. 1. SMX @ Ad:Tech NYCSEM Campaign Management Chris Zaharias Chris Zaharias Chief Revenue @Searchquant Officer Chris@kikin.com (415) 832-0089 cell
    2. 2. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends2 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    3. 3. Humans Have Plenty To Do Good SEM platform lets humans handle complexity & focus
    4. 4. Return On Effort1.Manage Campaigns From One System2.Customize & Automate Bid Management & Reporting3.Optimize Campaigns From Query Through Conversion4.Integrate SEM With Other Marketing Programs4 October 25, 2011© 2008 Omniture Inc
    5. 5. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 SEM Industry Metrics & Trends5 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    6. 6. Business Goals ► KPIs ► Optimization• Pre-defined metrics • Clicks, CTR, ROAS, CPA Lead Funnel KPIs Mapped to Imported CRM data• Define custom metrics • CAR, AOV, Engagement Clicks• Integrate with enterprise Lead Page • Call center, B&M, LTV Online Leads Completed Confirmed Sales (CRM)6 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    7. 7. Multi-KPI Optimization• MKPIO and the Tail • Tail = less data => leading indicator metrics• Possible Leading Indicator Metrics (LEMs) • Cart Add • Key Page Views • Checkout Pages 1, 2, 3 etc.. • Product View• Identify LIMs => Weight LIMs => Build into bid mgmt7 October 25, 2011© 2008 Omniture Inc
    8. 8. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Types & Multi-channel SEM 4 SEM Industry Metrics & Trends8 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    9. 9. Match Type Strategies • Broad Match gets volume, but it’s a crime • Strategies: • Broad Match is a permanent temporary, especially now • Negative KW’s needed until BM ROI = EM ROI • Mine site analytics for negative kw addition (integrated reporting/mgmt)9 October 25, 2011 Source: Efficient Frontier, Dec 2008© 2008 Omniture Inc
    10. 10. Measure Across Channels • Client launched new brand (unique keyword) and only launched television and paid search • Search reacted in direct proportion to TV GRPs (Gross Rating Points) • Display, Email & other channels drive Search10 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    11. 11. Agenda 1 SEM Workflow & Time Allocation 2 Business Goals ► KPIs ► Actions 3 Match Type Thoughts & Strategies 4 Metrics, Trends & Assumptions11 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    12. 12. Ad Budgets By Engine (March 2009)12 October 25, 2011© 2008 Omniture Inc, Confidential & Proprietary
    13. 13. Long Tails & Fat Heads Reality: • Long tail now in reverse Source: Hitwise blog • Search as navigation13 October 25, 2011© 2008 Omniture Inc
    14. 14. Chris Zaharias VP SearchCenterczaharias@omniture.com (415) 832-0089 cell
    15. 15. Assumptions & 2009 RealityAssumption RealityThe long tail keeps growing Win the head, win the battle1,001 Things To Do in SEM Return On Effort defines workflowPPC = traffic management Pre and Post-click Equally ImportantListen to your search engine SE Advice Often Contrary Indicator15 October 25, 2011© 2008 Omniture Inc

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