Effective SEM Campaigns

Search that converts

The PPC Team at Envigo

Individuals with proficiency in the field

Result driven approaches

Worked on various Ad formats and Networks

The Process

• Understanding Business

• Advertising goals

•Targeting, Segmentation

• Budget

Defining Objectives

•Account Structure

•Networks

•Keyword Research

•Ad Copy

Campaign Setup

•Ad testing

•Bid optimization

•Account restructure

•Landing Page optimization

Optimization

Tracking & Reporting

• Campaign Tracking• Daily, Weekly, Monthly reporting

I – Understanding Business• Nature of Business• Size of Business• Markets where business is operated• Product Lines

- Catering to specific Business requirements- Niche targeting Ex: A local bookstore will have very different marketing goals from a worldwide Supermart.

Defining Objectives

II - Advertising Goals

Branding

Brand Launch

Product Launch

Promote an offer

Rebranding

Direct Response

Sale

Lead

RegistrationOr

Signup

Download

III - Targeting

• Geo target campaigns for higher ROI• Supplement offline ad campaigns

– Sync up online messaging with TV, radio and outdoor campaigns

• Promotion of online contests– Free coupons, sweepstakes costly

nationally• Geo-targeted ads also tend to get good

quality scores

Geo Targeting

Demographic Targeting

• Age, Gender, Language, Interest Targeting

• Account Structure

• Network Search: Search Engines sponsored

ads & search partners

Display: Display partner sites & SE properties

• Keyword Research• Ad Copy

Campaign

Ad Group

Keywords Ads

Placements

Campaign Setup

ROI

Ad copy testing

Campaign Restructure

Landing Page Optimization

Keywords/NegativesAccount

Optimization

- All time process - Involves periodical reviews - Adhering to best practices

Bid Optimization

Optimization

Landing Pages Design

• Usability study, A/B testing to create the best landing pages for your campaign

• Pre-population of Booking forms for easier user flow • Relevancy with keywords and ad copies

Discover new opportunities and threats

Seasonality and geo targeting intelligence from Google

Trends

Guard against irrelevant searches

Ash clouds due to Reykjavik increased

the searches for Iceland flights, but

people were not looking to book

Reporting

• Daily Spend reports• Monthly comparisons

and analysis• Campaign level

reports• Landing page reports

and analysis

Tracking &Reporting

Regular Analysis

• PPC strategy cannot remain constant, as conditions governing it are not.

Tracking: Analytics

• Website analytics

– Funnel reports– Landing page performance– Visitor drop-offs– Content performance– Site overlays and click

reports– Geographic reports

Best Practices

Search Network

• Semantic grouping of keywords into different ad groups.

• Ads should be highly relevant to searched term. • Landing Pages should be highly relevant to Ad

clicked.• Be more specific using ‘negative keyword

matching’ or other match options besides ‘broad matching’.• Multiple ads per ad group (We use 5 ads) for better CTR scoring.• All these form quality score for a campaign.

Content network

• Separate search and content - they don't play well together.

• Ads should attract the reader's attention. • Use keyword themed campaigns (automatic

placements) and general/high traffic managed placement campaigns to mine for targeted placements. 

• Smaller budgets to start with• Regular placement performance reports. 

• Ad Networks

• Direct Buy

• Social Networks

• Search Engines

GoogleYahooMSN

Facebook

Linkedin

CNNNY

TimesTOI

Advertising Channels

Double ClickKomliAdMagnet

Sea

rch

Eng

ine

Mar

ketin

g

Ban

ner A

dver

tisin

g

Mob

ile A

dver

tisin

g

Paid search on content network

• More impressions• Lower CTR but higher conversion• For users who need that extra push for making a transaction

Content network ad types

• Campaign focused ads with clear call to action• Rich media banners

Smart phone space

• 77 percent of the world population is mobile

• Half a billion people accessed internet over mobile phones in 2009

• Top usage for banking, travel, shopping, local info, news, video, sports, blogs, apps for games, social media, maps and music

Smart phone targeting

• Separate campaigns for smart phones and devices.– Custom landing pages for mobile– No use of flash in ads and landing pages– more generic keyword list for Mobiles

• Use of shorter conversion process– Less fields in the form– Smaller checkout process