The document discusses search engine marketing (SEM) and the importance of relevance. It discusses using a dynamic, database-driven approach to SEM to maximize relevance between user intent and website content. This allows intercepting user intents with maximally relevant experiences. It also discusses using dynamic ads and APIs to make ads more relevant based on current test scores. Multivariate testing is recommended to optimize landing page engagement and conversion rates.

1. SEM: A Quantitative Marketer’s Approach SEMCON, Manila 9 Sep 2008

2. Structure Search Marketing = Relevancy Marketing Search Marketing using Dynamic Database Driven Site Architecture - Data Search Marketing using Dynamic Ads The Holy Google Equation Randomized Multivariate Testing

3. ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY Its not only about Keyword Research

4. The new mantra: Relevancy to Consumer Intent Search engines say: “ the consumer is Mine , not yours; My consumers will stay loyal to me as long as I give them relevant content on Search Engine Result Pages (SERP), which is my sole product you, the marketer have the privilege of showing your message on the SERP, but; The more relevant your message, the more you benefit. The less relevant your message, the more you suffer

5. Media Cost and Relevancy Old Media New Media

7. 1. Search Marketing using a Dynamic, Database Driven approach

8. The Task Identify all intents that matter to the brand “ Intercept” such intents with an experience that is maximally relevant to that specific intent state Maximize this across millions of intent states

9. Live Case Study Affiliate Marketing Solution for BookingWiz Affiliate network using Dynamic database driven Site architecture

10. A Tale of 2 Cities Flights from Chicago to Boston Flights from Boston to Chicago Flights to Chicago Flights to Boston Flights from Boston Flights from Chicago For K cities: Combinations = 6 x K Factorial 2

11. The Solution A database driven site, with Data and Metadata being stored in a database URL Re-writing based on Intent State – recommended and liked by Spiders Maximizes relevancy between Intent State and Content of Page All done to get INDEXATION and Free Referral Traffic from Search Engines

12. The solution www.bookingbargains.com

13. SEO Traffic Over 5,000 Pages indexed by Google in first 6 weeks Significant Organic Traffic But, from a Paid Search Perspective, it ROCKED !

14. Rank of Keyword Keyword Query Volume HEAD TAIL Actions per Session for Dynamic Site Actions per session for Static Site 1.0 1.50 METRIC 1

15. Rank of Keyword Keyword Query Volume HEAD TAIL CPC for Dynamic Site CPC for Static Site 1.0 0.80 METRIC 2

16. Rank of Keyword Keyword Query Volume HEAD TAIL CPA for Dynamic Site CPA for Static Site 1.0 0.55 METRIC 3

17. 2. Search Marketing using Dynamic, Database Driven Ads using Engine APIs

18. MSN Video Promotion Google SERP Customer Search Ad MSN Video

19. Reduce CPA, Grow Volumes Challenge: How to maximize relevancy and CTR% of the ads ? Solution: Dynamic ads, that have current test scores will induce a better response that Static ads Technology: Obtain current scores and input into ads programmatically via Engine APIs

20. Case Study 2: Media Buying – Lowering CPA by increasing relevance

21. 3. The Holy Google Equation

22. The One Equation to Rule them all IS (Actual) + IS (Lost QS) + IS (Lost Budget) = 100 23 + 36 + 41 = 100

23. Optimisation for a Airline Client Focus on Highest Quality Keywords 80% Fall in CPC 800% increase in Conversion% Increase in ROI of 4000 %

24. 4. Multivariate Testing For optimizing Landing Page Engagement

25. Why: 1 Search is a Means to an End it is NOT the end !! The END is to drive Engagement

26. Why: 2 Engagement is proportional to Landing Page Conversion Rate Cost Per Unit Engagement = CPC / Conversion Rate Conversion Rate is a Bigger Lever than CPC

27. Why: 3