SEM: Search Engine Marketing
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This was discussed at the Workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's Office in Chennai. Speaker & Presentation by: Shiyam Sunder, Digital Marketing Specialist at Zoho -Shiyam works with ManageEngine, a division of Zoho Corporation in the IT security arena -He is the Campaign Manager for Non-English Regions (Japan, China, and EU regions) and has expertise in SEM, localized SEO, performance analytics, conversion rate optimisation and route cause investigation Presentation includes: -Getting started on Search Engine Marketing -Examples of Break Even Conversions Per Click (CPC) -Lowering Cost Per Action (CPA) by improving conversions - In Market Audiences for Search: How it Works - Case study on Custom Intent
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SEM: Search Engine Marketing
- 1. SEM the Starting Point
- 3. Example of Break Even CPC
- 4. Main goal is to lower the CPA Budget = Clicks × Bid
- 5. Improve conversion to get a lower CPA Ways to eliminate the waste and get the lower CPA
- 7. Audience + Search Intent = Winning Combination
- 8. Proprietary + Confidential Company Size Small (1-249 employees) Medium (250 - 999 employees) Large (1000 - 10000 employees) Very Large (10000+ employees) Industry Construction Education Financial Healthcare Hospitality Manufacturing Real Estate Technology Parents/Non-Parents Parents of Infants Parents of Toddlers Parents of Preschoolers Parents of Grade Schoolers Parents of Teens Parenting Stages Household Income Homeownership Status Marital Status Education Employment Top 10% 10% - 20% 20% - 30% 30% - 40% 40% - 50% Lower 50% Homeowner Renter Single In a Relationship Married/In a Domestic Partnership Current College Student High School Graduate Associate Degree Graduate Bachelor’s Degree Graduate Advanced Degree Graduate What segments are available?
- 9. Proprietary + Confidential How do they work? 1. Surveys Google surveys hundreds of thousands of people to understand their detailed demographic attributes 2. Signals Google then uses signals from Google Search, Google Maps, Android app downloads and YouTube to understand a detailed demographic segment’s unique behaviors and characteristics 3. Scale Using this information, Google uses machine learning to build a model that estimate which people on the web belong to the same demographic groups, based on shared behaviors and characteristics Beta
- 10. In-Market Audiences for Search: How It Works Visit blog discussing electric cars Downloads a car comparison app Clicks an ad for car insurance Searches for a car dealership Watches a video car seat review In-Market Audiences harnesses powerful user signals like recent searches, ad clicks, video views and app downloads, across: Travel Play
- 11. Proprietary + Confidential Whitelisted Be Steps for implementation
- 12. Best practices Ensure Full Coverage Apply the top 5 In-Market audience segments as observation across all campaigns. Measure The Impact Wait 2-3 weeks and evaluate performance by audience. Relevant and Refreshed Based on performance, evaluate the need for separate campaigns for the given audience segment, or potential keyword expansions.
- 13. Average conversion rate for GDN for SAAS industries = 0.86 % Average cost per action for GDN for SAAS industries = $ 103.60 Source: https://www.searchenginejournal.com/data-whats-good-ctr-cpa-conversion-rate-adwords-2018/248947/#close
- 14. Our Case Study on Custom Intent Cost 1.4k$ Access 520 Downloads 40 Conv % 7.50% Leads 16 Cost/Download 35$ Cost/Lead 87$
- 15. Queries?
Editor's Notes
- Reach high qualified users that are well researched and are ready to convert. Based off of user’s search browsing activity, Google is able to drive higher consideration among people actively researching and intending to buy products and services you offer versus users who are just browsing or fact-seeking. Algorithm is able to identify browsers who are ‘intent-driven’ versus those that are simply ‘interested’ based off of user’s browsing history and keywords. Key Benefits Strongest Intent Signals Through machine learning, Google is able to identify groups of users whose online behavior indicates clear intent, versus simply interest in a given product or service category Scale 1B+ daily search users, organized into 24 top-level categories and 500+ segments Relevant and Refreshed Google’s In-Market algorithm reevaluates user intent signals in real-time to ensure audiences are qualified and relevant Customization & Control Apply In-Market audiences to customize bids, budgets and creatives by segment. Using AdWords Audience Insights, advertisers can also learn which segments their existing audiences fall into