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SEM: A Quantitative Marketer’s Approach  SEMCON, Manila 9 Sep 2008
Structure ,[object Object],[object Object],[object Object],[object Object],[object Object]
ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY ,[object Object]
The new mantra:  Relevancy to Consumer Intent ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Cost and  Relevancy Old Media New Media
 
1. Search Marketing using a Dynamic, Database Driven approach
The Task ,[object Object],[object Object],[object Object]
Live Case Study Affiliate Marketing Solution for  BookingWiz  Affiliate network using  Dynamic database driven Site architecture
A Tale of 2 Cities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Solution  ,[object Object],[object Object],[object Object],[object Object]
The solution ,[object Object]
SEO Traffic ,[object Object],[object Object],[object Object]
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
Rank of Keyword Keyword Query Volume HEAD TAIL CPC for Dynamic Site CPC for Static Site 1.0 0.80 METRIC 2
Rank of Keyword Keyword Query Volume HEAD TAIL CPA for Dynamic Site CPA for Static Site 1.0 0.55 METRIC 3
2. Search Marketing using  Dynamic, Database Driven Ads  using Engine APIs
MSN Video Promotion Google SERP Customer Search Ad MSN Video
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
Case Study 2: Media Buying – Lowering CPA by increasing relevance
3. The Holy Google Equation
The One Equation to Rule them all ,[object Object],[object Object]
Optimisation for a Airline Client Focus on Highest Quality Keywords 80% Fall in CPC 800% increase in Conversion% Increase in ROI of 4000 %
4. Multivariate Testing For optimizing Landing Page Engagement
Why: 1 ,[object Object],[object Object]
Why: 2 ,[object Object],[object Object],[object Object]
Why: 3
 
 
 
 

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Semcon talk 8 sep 2008

  • 1. SEM: A Quantitative Marketer’s Approach SEMCON, Manila 9 Sep 2008
  • 2.
  • 3.
  • 4.
  • 5. Media Cost and Relevancy Old Media New Media
  • 6.  
  • 7. 1. Search Marketing using a Dynamic, Database Driven approach
  • 8.
  • 9. Live Case Study Affiliate Marketing Solution for BookingWiz Affiliate network using Dynamic database driven Site architecture
  • 10.
  • 11.
  • 12.
  • 13.
  • 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.
  • 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.
  • 26.
  • 28.  
  • 29.  
  • 30.  
  • 31.