sem campaign management

SMX @ Ad:Tech NYC

SEM Campaign Management

Chris ZahariasChief Revenue Officer

Chris@kikin.com(415) 832-0089 cell

Chris Zaharias@Searchquant

Agenda

1 SEM Workflow & Time Allocation

2 Business Goals ► KPIs ► Actions

3 Match Type Thoughts & Strategies

4 SEM Industry Metrics & Trends

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Humans Have Plenty To Do

Good SEM platform lets humans handle complexity & focus

Return On Effort

1.Manage Campaigns From One System

2.Customize & Automate Bid Management & Reporting

3.Optimize Campaigns From Query Through Conversion

4.Integrate SEM With Other Marketing Programs

April 12, 2023

© 2008 Omniture Inc

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Agenda

1 SEM Workflow & Time Allocation

2 Business Goals ► KPIs ► Actions

3 Match Type Thoughts & Strategies

4 SEM Industry Metrics & Trends

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Clicks

Lead Page

Online Leads Completed

Confirmed Sales (CRM)

Lead Funnel KPIs Mapped to Imported CRM data

Business Goals ► KPIs ► Optimization

• Pre-defined metrics• Clicks, CTR, ROAS, CPA

• Define custom metrics• CAR, AOV, Engagement

• Integrate with enterprise• Call center, B&M, LTV

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Multi-KPI Optimization

• MKPIO and the Tail• Tail = less data => leading indicator metrics

• Possible Leading Indicator Metrics (LEMs)• Cart Add• Key Page Views• Checkout Pages 1, 2, 3 etc..• Product View

• Identify LIMs => Weight LIMs => Build into bid mgmt

April 12, 2023

© 2008 Omniture Inc

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Agenda

1 SEM Workflow & Time Allocation

2 Business Goals ► KPIs ► Actions

3 Match Types & Multi-channel SEM

4 SEM Industry Metrics & Trends

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Match Type Strategies

• Broad Match gets volume, but it’s a crime

• Strategies: • Broad Match is a permanent temporary, especially now• Negative KW’s needed until BM ROI = EM ROI• Mine site analytics for negative kw addition (integrated reporting/mgmt)

April 12, 2023

© 2008 Omniture Inc

9 Source: Efficient Frontier, Dec 2008

Measure Across Channels• Client launched new brand (unique keyword) and only launched television and

paid search• Search reacted in direct proportion to TV GRPs (Gross Rating Points)• Display, Email & other channels drive Search

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Agenda

1 SEM Workflow & Time Allocation

2 Business Goals ► KPIs ► Actions

3 Match Type Thoughts & Strategies

4 Metrics, Trends & Assumptions

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Ad Budgets By Engine (March 2009)

April 12, 2023

© 2008 Omniture Inc, Confidential & Proprietary

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Long Tails & Fat Heads

April 12, 2023

© 2008 Omniture Inc

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Source: Hitwise blogReality: • Long tail now in reverse

• Search as navigation

Chris ZahariasVP SearchCenter

czaharias@omniture.com(415) 832-0089 cell

Assumption Reality

The long tail keeps growing Win the head, win the battle

1,001 Things To Do in SEM Return On Effort defines workflow

PPC = traffic management Pre and Post-click Equally Important

Listen to your search engine SE Advice Often Contrary Indicator

Assumptions & 2009 Reality

April 12, 2023

© 2008 Omniture Inc

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