analyzing sem 080811 - craig danuloff - ses san jose
TRANSCRIPT
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Identify, Analyze, Act: SEM by the Numbers
Fighting For Truthin SEM Analytics
Craig DanuloffCommerce360 Inc.www.clickequations.comwww.clickequations.com/blog
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What You’re Up Against
• Invisibility• Deception• Unlimited Power & Resources
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Invisibility
• The Start and The End of what you’re measuring are missing– Query– Margin (ROI)
• Every search is a question, every ad is an attempt to answer– Keywords are simply connectors
• ROAS is a ‘feel good’ metric– Don’t take it seriously
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Deception• Averages
– Standard Reporting Roll-ups– Avg Position, Avg CPC– Avg Revenues, Profit, ROI
• Accuracy– Statistical Significance– Margin of Error
• Attribution/Allocation– Revenue to Keywords– Expense to Revenue
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Unlimited Power & Resources• Huge Data Volumes
– Hundreds of Campaigns, Ad-Groups– Tens-of-thousands of Keywords– More data every day (changing over time) – Massively fluid business environment
• A Change is Not A Test– Test Design– Test Tracking– Scoring Test Results
• Managing Inter-dependency– Every search variable inter-relates– Isolating changes and impacts
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How Good Can Triumph Over Evil• De-Cloak ‘em
– Demand search query details – Demand real margin-net Profit-ROI numbers in SEM Analytics
• Keep ‘em honest– Constantly segregate keywords
by performance– Understand revenue & expense
attribution and allocation– Don’t get lied to by statistics
• Use the force– Apply math & statistics
to numeric problems– Make changes with testing
and inter-relations in mind
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Match Type Keyword Traps• Prioritize Queries by Match Type
– Exact are most valuable– Phrase are valuable– Broad match is often just farming
• Equalize the ROI– Every conversion is worth the same– So bids should invert conversion rate
• Only works within organization– Narrow ad-groups based on query-ad
relevance– Liberal use of negatives to eliminate losers
and queries belonging elsewhere
– Details Here:– http://www.clickequations.com/blog/category/match-types/
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How ClickEquations Delivers Truth
• Full search query details• SKU level margin, net-profit, ROI• Powerful math & statistics• Customizable reports & dashboards• Public template sharing library• Request an invitation at www.clickequations.com