The document outlines the final presentation for a campaign by Reliable Group, focusing on their SEM strategies and key performance indicators (KPIs). It highlights the overview of their company, the campaign's goal of lead generation, and analyzes the performance of search vs. display ads, noting that display ads generally generated more impressions and clicks. Key learnings emphasize the importance of keyword relevance, ad extensions, and targeted placements to improve campaign effectiveness.

1. SEM Final Presentation
Kara Davis
Shiyu Guo
JC Sun
James Zheng
Ivy Zhou

2. Agenda
● Overview
○ Company
○ Campaign strategy
○ KPIs
● Key Results
● Conclusion
○ Next Steps
○ Secrets to SEM Success

3. Overview
Reliable Group & Our Campaign Strategy

4. Company: Reliable Group
● Custom web & mobile
application development
○ B2B & Enterprise
○ High quality at
intermediate cost
● IT Consulting & Staffing
● Client special needs
○ Focus on NYC region
○ No game development
○ First paid advertising effort in 44
years

5. Campaign Strategy:
Divide & Conquer
● Campaign goal
○ Lead generation
● 16 different services
○ 3 services per team
member
● Search & Display
campaigns
○ Landing pages -
individual services

6. KPIs:
Impressions, Clicks, CTR and CPC
● Impressions
○ Indicator of eyeballs
○ The right keywords and placement?
● Clicks
○ Indicator of results
○ Web site was not designed for lead generation
■ More accurate in gauging performance
● Click-Through-Rate
○ Indicator of efficiency
○ Assess our ad copy and segmentation
● Avg.CPC
○ Indicator of profitability
○ Limited historical data as to average profit per lead
■ Revenue ranges from $20,000 - $1,000,000

7. Key Results
Detailed Breakdown of Individual Campaigns

8. Key Results: Kara

9. Key Results: Kara

10. Key Results: Kara

11. Key Results: Kara
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12. Key Results: Kara
July and August saw the most action
overall.
Search did not perform well in
relation to Display.
In July, Display reached 2.65% CTR
with 13,408 impressions.
In August, Display CTR decreased a
bit reaching 2.61% CTR with 4,680
impressions.

13. Key Results: Kara
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14. Key Results: Kara
•

15. Key Learnings: Kara
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16. Key Results: Shiyu
Search campaign
Ad groups:
● B2B solutions
● CMS
● Content Management System
● Software Application Testing
Campaign Overview
Display campaign
Ad groups:
● B2B solutions
● Software Development
● Content Management System

17. Ad Group Overview

18. Ad Group Overview

19. Ad Groups of Display Campaign

20. Ad Groups of Search Campaign

21. Top Display Ads

22. Top Search Ads

23. Key Learnings: Shiyu
● Use search query report to improve keyword’s quality score and adjust Max. CPC bid timely to
get ads to appear on the first page.
● Including keywords in the ad text is significant to attract customers’ attention. When customers
see keywords in the ad text, they will know that our ads relate to their search.
● Adding call extension can improve ad rank and help campaign perform better
● For display campaign, it is important to target multiple placements with the subjects that our
customers may be interested in. So we can use topic targeting to place our ads on those
website pages to generate impression and reach a broad audience quickly.
● Display ads that were placed in mobile apps got more clicks than those were placed on web
pages.

24. Key Results: Ivy
Campaign Overview
●
● Display ads generate more impression and clicks than search ads.

25. Ad Groups (Display)

26. Ad Groups (Display) Cont’d

27. Search Campaign vs. Display Campaign

28. Top Display Ads

29. Key Learnings: Ivy
● Including keywords in ad text to make it more relevant to the services and capitalize every
word in the ads to make it more noticeable showed a quite effective result in optimizing the
campaign.
● Adding Site Link Extensions, Call Extensions, Call Out Extensions could optimize the
campaign result.
● Running a Search Term Report to see what keywords people are searching for and
triggering the ad and making sure to add irrelevant keywords in the report as negative
could increase the results both for the Search Side and Display Side.
● Including Dynamic keyword insertion in the campaign by using {KeyWord:xxx} allows you
to show searchers a more relevant ad, as the ad is dynamically updated to include the user's
search query.

30. Key Results: JC
● Display ads generate more impressions and clicks than search ads.

31. Optimization Technique: Day of Week Analysis

32. Optimization Technique: Day of Week Analysis
JC

33. Result: Day of Week Analysis
JC

34. Result: Day of Week Analysis
JC

35. Key Learnings: Day of Week Analysis
Summary:
● To increase campaign’s overall impressions and clicks should not only
focus on the impressions data of previous weeks, but also focus on the
CTR.
● “Day of week” report is a useful tool to allocate budget, thus optimizing the
performance of the campaign.
● Eliminating the placements that aren’t relevant to the content of the
website is a great way to decrease impressions, thus increase CTR.

36. Optimization Technique: Run Placement Performance
Reports
JC

37. Optimization Technique: Run Placement Performance
Reports
JC

38. Optimization Technique: Demographic Targeting
JC

39. Optimization Technique: Demographic Targeting
JC

40. Results: Run Placement Performance Reports
& Demographic Targeting
JC

41. Results: Run Placement Performance Reports
& Demographic Targeting
JC

42. Key Learnings: Run Placement Performance Reports
& Demographic Targeting
Summary:
● Placement report helps identify which placements attract the target to the
site. To better increase the CTR, which is fewer impressions, more clicks,
the placements that didn’t drive traffic to the site should be eliminated and
instead adding more related ones.
● Demographics report helps identify which groups of people tend to visit the
site. Changing age range based on the report helps to target the ideal
audience more specifically.

43. Optimization Technique: Keywords
JC

44. Key Learnings: Keywords
Summary:
● Constantly checking the performance of the keywords is very
necessary. Eliminating the keywords that don’t drive traffic to the site
is a good practice. The keywords captured lots of impressions or had
high bounce rate are the ones should be eliminated.
● Google recommended keywords and thinking as a customers are two
ways to add new keywords ideas.
● One thing about the search campaign is that the budget is limited, and
the keywords are expensive.

45. Key Results: James
● Display performed better due to high CPC in keywords
○ Keywords are competitive

46. Key Results: James Search
● Ad Extensions (7/6)
○ Sitelinks, callouts
○ More impressions, higher CTR
● Search Query Analysis
(6/29)
○ Included more
negatives
● Ad copy analysis
(7/13-7/20)
○ DKI performed
best

47. Key Results: James Display
● Day of the week analysis
(6/29)
○ +20% on Mon & Tues
○ -20% on Fri & Sat
● Placement exclusion (7/6-7/13)
○ Many impressions in game app
■ CTR did not improve as
expected
● Mobile Bid
Adjustment (7/20)
○ +10% on
mobile

48. Key Learnings: James
● Use Extensions as much
as possible
○ Conversions from
sitelinks
○ High CTR for
callouts

49. Conclusion
Next Steps & Secrets to SEM Success

50. Next Steps: Landing page optimization
and SEO Audit
● Dedicated landing pages for SEM
campaigns
○ One-pager
○ Information/Ad copy + Form
● SEO Audit Checklist
○ Title tag
■ Web+Mobile Application | Custom
Development | Reliable Group
○ Meta description
■ Differentiated marketing messages
for each page

51. Secrets to SEM Success:
WIN the SEM race!
● What is your goal?
● Imagine yourself as the searcher
● Never stop testing
● Segment your audience. And again!
● Explore all your options
● Move with the trend, quickly!

52. Thank You!
Q&A