The document discusses misconceptions in search engine marketing (SEM) and highlights shifts in keyword effectiveness, consumer behavior, and ad strategies. Key points include the reality that the long tail of keywords is decreasing, the importance of understanding keyword assists, and evolving advertiser dynamics. It emphasizes the importance of adapting to changes in the SEM landscape for better marketing outcomes.

1. Search MythBusters

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
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© 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
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© 2008 Omniture Inc

6. 1. Long Tail Forever Chris Zaharias
Source: Hitwise blog
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© 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
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© 2008 Omniture Inc

10. 4. Focus on Leveraging SEM/SEO
ROIpaid = 20
ROIincremental = 5
100
Conversions
85
20
Paid Organic
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© 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