CPC Search SEM


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CPC Search is a full-service SEM agency located in San Francisco, CA.

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CPC Search SEM

  1. 1. CPC Search A Full-Service SEM Agency ©2009 CPC Search
  2. 2. Approach to SEM management <ul><ul><li>Keywords – kw tools, search query reports, analytics data, match types </li></ul></ul><ul><ul><li>Ad testing – differentiation, call-to-action, compelling offers </li></ul></ul><ul><ul><li>Bidding – portfolio approach; iterative use of cost & multi-metric lead value data </li></ul></ul><ul><ul><li>Campaign structure – KISS – geo-targeting; difference in key metrics? </li></ul></ul><ul><ul><li>Quality score – maintain disciplined ad group structure; match LPs to ad groups </li></ul></ul><ul><ul><li>Landing Pages – A/B or multivariate testing </li></ul></ul><ul><ul><li>Conversion Tracking – SE, analytics, internal database </li></ul></ul>©2009 CPC Search
  3. 3. Case study: E-Commerce <ul><ul><li>Increased revenues 87%, from $1 million to $1.9 million </li></ul></ul><ul><ul><li>Increased conversions 73% </li></ul></ul><ul><ul><li>Expanded by 130% the number of unique keywords contributing revenue on a monthly basis while decreasing overall keyword counts by almost 200,000 kw’s </li></ul></ul>©2009 CPC Search <ul><li>An event-driven e-commerce company wanted to drive growth in revenue & new customers while maintaining target ROAS and profit levels. We took over from a ‘Top 3’ SEM agency and within 3 months we: </li></ul>
  4. 4. Case study: B2C <ul><ul><li>Increased registrations from 12,260 to 32,553 – up 166% </li></ul></ul><ul><ul><li>Simultaneously drove CPA down by over 60%, from $2.27 to $.83 </li></ul></ul><ul><ul><li>Increased subscription purchases by over 125% </li></ul></ul><ul><ul><li>Analyzed the conversion funnel in order to improve user experience & grow purchase conversion rates </li></ul></ul>©2009 CPC Search <ul><li>An award-winning online adventure-based learning company wanted to generate high volumes of new user registrations at the lowest possible cost. Within 6 months we: </li></ul>
  5. 5. Case study: B2B Online services <ul><ul><li>Increased conversions by over 125% within the first 5 months </li></ul></ul><ul><ul><li>Decreased the CPA by 15% </li></ul></ul><ul><ul><li>Allowed the client to spend less time managing their agency so they could focus more time on various strategic marketing initiatives </li></ul></ul>©2009 CPC Search <ul><li>Our B2B online services client wanted to significantly increase ‘buyer signup’ conversions while maintaining their target CPA; they also wanted an agency that would manage the SEM program as if it were a real stakeholder in the client’s business. After taking over the program from another large agency, we: </li></ul>
  6. 6. Testimonials ©2008 CPC Search, Inc. “… Once we said “go” they were able to quickly hit the ground running and achieved fantastic results in a very short period of time. In the first month they took over they were able to blow away our growth estimates….” ---Kris Farmer, Sr. Director E-Commerce, E-Commerce client “ Terry has been a great asset to our company for several years now. We’re very happy with all of the work he does managing our paid search campaigns and the results have been consistently excellent and still improving…” ---Josh Breinlinger, Director of Marketing, B2B client
  7. 7. Sample reporting ©2009 CPC Search View trends over time Broken out by Geo-targeted campaigns
  8. 8. Landing Page Design / Guidance ©2009 CPC Search
  9. 9. Experience <ul><li>Microsoft – MS Project & MS Visio </li></ul><ul><li>RazorGator - ticket broker </li></ul><ul><li>JumpStart - children’s online learning virtual universe </li></ul><ul><li>oDesk – outsourced workforce backed by Benchmark </li></ul><ul><li>PopCap – casual games maker </li></ul><ul><li>Stamps.com, CitrixOnline (vendor/partner) </li></ul><ul><li>Symphoniq – web app performance monitoring solutions – backed by Interwest </li></ul><ul><li>Workday – on-demand enterprise ERP (HCM, Financials, etc.), founded by Dave Duffield </li></ul><ul><li>Taleo (TLEO) – on-demand enterprise recruiting software </li></ul>©2008 CPC Search, Inc.
  10. 10. CPC Search Team <ul><li>Terry Whalen </li></ul><ul><ul><li>Co-founder & principal of CPC Search </li></ul></ul><ul><ul><li>7+ years online marketing & SEM experience including 5 years of agency work </li></ul></ul><ul><ul><li>AdWords Certified Professional; CPC Search is an AdWords qualified company; </li></ul></ul><ul><ul><li>Deep & broad understanding of virtually all aspects of online marketing and SEM </li></ul></ul><ul><ul><li>MBA from UC Berkeley ’98 </li></ul></ul><ul><li>Dan Engel </li></ul><ul><ul><li>Co-founder & principal of CPC Search </li></ul></ul><ul><ul><li>Previously led online advertising at Google focusing on the companies primary products, AdWords and AdSense </li></ul></ul><ul><ul><li>Prior to Google, Dan was VP of Market Development for Picasa, a digital photo software company sold to Google in 2004, where Dan managed all customer acquisition activities </li></ul></ul><ul><ul><li>Broad and deep knowledge of online marketing & SEM </li></ul></ul>©2009 CPC Search
  11. 11. CPC Search Team <ul><li>Brittany Eber </li></ul><ul><ul><li>AdWords Certified Professional </li></ul></ul><ul><ul><li>Experience managing multi-million dollar SEM campaigns </li></ul></ul><ul><ul><li>Deep & broad understanding of virtually all aspects of online marketing and SEM </li></ul></ul><ul><ul><li>B.A. from Boston University </li></ul></ul><ul><li>Noel Lo </li></ul><ul><ul><li>Excel wizard </li></ul></ul><ul><ul><li>Years of experience with reporting and analysis of SEM </li></ul></ul><ul><ul><li>B.A. in business economics from UCSB </li></ul></ul>©2009 CPC Search, Inc .
  12. 12. Agency/Advertiser roles and responsibilities <ul><ul><li>©2009 CPC Search </li></ul></ul>High level roles and responsibilities Client Agency <ul><li>Set quarterly program goals (free trials, orders, revenue, etc.) </li></ul><ul><li>(working with internal teams) </li></ul><ul><li>Manage CPC, position, bids, and daily budget in Google, Yahoo, and MSN </li></ul><ul><li>Monitor & rationalize all ad spend to meet goals (reallocate across search engines, keywords, etc.) </li></ul><ul><li>Decide messaging, strategy, and marketing themes for each campaign </li></ul><ul><li>Develop, manage, and optimize ad copy </li></ul><ul><li>Develop and maintain landing page creatives and assets </li></ul><ul><li>Manage and optimize landing pages </li></ul><ul><li>Ensure coverage for competitive and awareness campaigns </li></ul><ul><li>Track performance, results, and coverage, enabling vendor to achieve goals </li></ul>Primary responsibility Secondary role