SEM Final PresentationKara DavisShiyu Guo

JC SunJames Zheng

Ivy Zhou

Agenda● Overview

○ Company○ Campaign strategy○ KPIs

● Key Results● Conclusion

○ Next Steps○ Secrets to SEM Success

OverviewReliable Group & Our Campaign Strategy

Company: Reliable Group● Custom web & mobile

application development○ B2B & Enterprise ○ High quality at

intermediate cost● IT Consulting & Staffing● Client special needs

○ Focus on NYC region○ No game development○ First paid advertising effort in 44

years

Campaign Strategy: Divide & Conquer

● Campaign goal○ Lead generation

● 16 different services○ 3 services per team

member● Search & Display

campaigns○ Landing pages -

individual services

KPIs: Impressions, Clicks, CTR and CPC● Impressions

○ Indicator of eyeballs○ The right keywords and placement?

● Clicks ○ Indicator of results○ Web site was not designed for lead generation

■ More accurate in gauging performance● Click-Through-Rate

○ Indicator of efficiency○ Assess our ad copy and segmentation

● Avg.CPC○ Indicator of profitability○ Limited historical data as to average profit per lead

■ Revenue ranges from $20,000 - $1,000,000

Key ResultsDetailed Breakdown of Individual Campaigns

Key Results: Kara

Key Results: Kara

Key Results: Kara

Key Results: Kara

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Key Results: Kara

July and August saw the most action overall.

Search did not perform well in relation to Display. In July, Display reached 2.65% CTR with 13,408 impressions.

In August, Display CTR decreased a bit reaching 2.61% CTR with 4,680 impressions.

Key Results: Kara

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Key Results: Kara

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Key Learnings: Kara●

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Key Results: Shiyu

Search campaignAd groups:

● B2B solutions● CMS● Content Management System● Software Application Testing

Campaign Overview

Display campaignAd groups:

● B2B solutions● Software Development● Content Management System

Ad Group Overview

Ad Group Overview

Ad Groups of Display Campaign

Ad Groups of Search Campaign

Top Display Ads

Top Search Ads

Key Learnings: Shiyu● Use search query report to improve keyword’s quality score and adjust Max. CPC bid timely to

get ads to appear on the first page.

● Including keywords in the ad text is significant to attract customers’ attention. When customers see keywords in the ad text, they will know that our ads relate to their search.

● Adding call extension can improve ad rank and help campaign perform better

● For display campaign, it is important to target multiple placements with the subjects that our customers may be interested in. So we can use topic targeting to place our ads on those website pages to generate impression and reach a broad audience quickly.

● Display ads that were placed in mobile apps got more clicks than those were placed on web pages.

Key Results: Ivy

Campaign Overview

●● Display ads generate more impression and clicks than search ads.

Ad Groups (Display)

Ad Groups (Display) Cont’d

Search Campaign vs. Display Campaign

Top Display Ads

Key Learnings: Ivy● Including keywords in ad text to make it more relevant to the services and capitalize every

word in the ads to make it more noticeable showed a quite effective result in optimizing the campaign.

● Adding Site Link Extensions, Call Extensions, Call Out Extensions could optimize the campaign result.

● Running a Search Term Report to see what keywords people are searching for and triggering the ad and making sure to add irrelevant keywords in the report as negative could increase the results both for the Search Side and Display Side.

● Including Dynamic keyword insertion in the campaign by using {KeyWord:xxx} allows you to show searchers a more relevant ad, as the ad is dynamically updated to include the user's search query.

Key Results: JC

● Display ads generate more impressions and clicks than search ads.

Optimization Technique: Day of Week Analysis

Optimization Technique: Day of Week Analysis

JC

Result: Day of Week Analysis

JC

Result: Day of Week Analysis

JC

Key Learnings: Day of Week Analysis

Summary:● To increase campaign’s overall impressions and clicks should not only

focus on the impressions data of previous weeks, but also focus on the CTR.

● “Day of week” report is a useful tool to allocate budget, thus optimizing the performance of the campaign.

● Eliminating the placements that aren’t relevant to the content of the website is a great way to decrease impressions, thus increase CTR.

Optimization Technique: Run Placement Performance Reports

JC

Optimization Technique: Run Placement Performance Reports

JC

Optimization Technique: Demographic Targeting

JC

Optimization Technique: Demographic Targeting

JC

Results: Run Placement Performance Reports & Demographic Targeting

JC

Results: Run Placement Performance Reports & Demographic Targeting

JC

Key Learnings: Run Placement Performance Reports & Demographic Targeting

Summary:● Placement report helps identify which placements attract the target to the

site. To better increase the CTR, which is fewer impressions, more clicks, the placements that didn’t drive traffic to the site should be eliminated and instead adding more related ones.

● Demographics report helps identify which groups of people tend to visit the site. Changing age range based on the report helps to target the ideal audience more specifically.

Optimization Technique: Keywords

JC

Key Learnings: Keywords

Summary:● Constantly checking the performance of the keywords is very

necessary. Eliminating the keywords that don’t drive traffic to the site is a good practice. The keywords captured lots of impressions or had high bounce rate are the ones should be eliminated.

● Google recommended keywords and thinking as a customers are two ways to add new keywords ideas.

● One thing about the search campaign is that the budget is limited, and the keywords are expensive.

Key Results: James

● Display performed better due to high CPC in keywords○ Keywords are competitive

Key Results: James Search● Ad Extensions (7/6)

○ Sitelinks, callouts○ More impressions, higher CTR

● Search Query Analysis (6/29)○ Included more

negatives

● Ad copy analysis (7/13-7/20)○ DKI performed

best

Key Results: James Display

● Day of the week analysis (6/29)○ +20% on Mon & Tues○ -20% on Fri & Sat

● Placement exclusion (7/6-7/13)○ Many impressions in game app

■ CTR did not improve as expected

● Mobile Bid Adjustment (7/20)○ +10% on

mobile

Key Learnings: James

● Use Extensions as much as possible○ Conversions from

sitelinks

○ High CTR for callouts

ConclusionNext Steps & Secrets to SEM Success

Next Steps: Landing page optimization and SEO Audit

● Dedicated landing pages for SEM campaigns○ One-pager○ Information/Ad copy + Form

● SEO Audit Checklist○ Title tag

■ Web+Mobile Application | Custom Development | Reliable Group

○ Meta description■ Differentiated marketing messages

for each page

Secrets to SEM Success: WIN the SEM race!

● What is your goal?● Imagine yourself as the searcher● Never stop testing

● Segment your audience. And again!● Explore all your options● Move with the trend, quickly!

Thank You!Q&A