Business Case Study SEM Campaign

Author: Maik LangeDate: 2011-07-18

driving good ideas

SEM Case Study 2

Welcome Top Targets SEM Project SEM Approach Case Study SEM Campaign (Location:

Germany) Business Campaign: „Sicherheitsdatenblatt“

Review & Recommendations Conclusions

Agenda: SEM Campaign Case Study

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I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business.

In case of questions or feedbacks don‘t hestiate to send me your comments or questions.

Let‘s us driving good ideas & campaigns…

*detailed Business Company Information are black marked

Welcome: SEM Business Campaign

SEM Case Study

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Successful Integration of the Website Key Messages Strategy

More presence of Company Services / Products

Target Advertising based on Search Requests of Target Customer

More direct Customer requests driven by SEM Campaign (Calls, Email)

Increase of Customer Attention & Relevance

Improvement of Content Quality

Increase of Products / Service Revenue „Turn over“

Monitoring and ROI Tracking

Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over

TOP SEM CampaignTargets / Goals

SEM Case Study

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Google AdWordsInterview

Research & Definition Campaign / Keywords

AdWords CampaignSetup

CampaignManagement & QA

Reporting &MonitoringCampaign

AdWordsCampaign Review

SEM Approach

SEM Case Study

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Listen, SEM Interview…

Which Keywords you‘ll promote?

What about your Target Group?

Where are the Target Locations?

Which Displays Devices?

What about Look & Feel of Campaign?

Placement or Affiliate Partners?

How much is the Budget?

Timeline (Start /End) for Campaign?

SEM Approach

SEM Case Study

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Research, Relevance…

Google SEM Tool Box

Google Insights

Keyword Traffic Estimator

Keyword Tool

Conversion Tracker Tool

Website Optimization Tool

Placement Tool

Display Diagnostics Preview

SEM Approach

SEM Case Study

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Definition, Campaign…

Campaign Definition:

Keyword Set

Display Content & Networks

Region

Target Group

Time

Budget

Conversion Goals

SEM Approach

SEM Case Study

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Location

Budget: 500 Euro

15 Euro / DayCosts per Click

Keywords

List of 12 Keywords

Timeline

2011/05/16 -2011/06/17

Demographic

Age: 18-64

Case StudyCampaign Setup

SEM Case Study

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Case StudyDisplay Metrics

SEM Display Results: Campaign „Sicherheitsdatenblatt“

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Case StudyCampaign Report

SEM Report: Campaign „Sicherheitsdatenblatt“

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Case StudyWebsite Metrics

Website Statistic: Campaign „Sicherheitsdatenblatt “

Target Website: Contact Form Page 6

Website Pages Page Visits

0,23%

Conversion Rate: (2/865)*100=0,23%

Direct Email Business Request Contact:

Short Url to Landing Page

2

Cost per Direct @ Contact*: 234,52 Euro

SEM Case Study

*What would you pay fora new Business Contact?

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- Content Optimization- Highlight Contact Information via Email / Phone- Less Anonymous, more Customer Offerings- More visual Customer Friendly Informations – Service Workflow- SEO, Integration of Keywords into Content and Links

- SEM Campaign- Keyword Optimization (Exclude Keywords), Conversion Tracking,

Quality Factor Display & Target Website, Placement Tool, more Campaign Relevance

- Increase of Budget and Selection of Display Time (Mo-Fr. 8am-10pm)

- Setup of Continuous AdWords Presence - Campaign

- Optional a „Flight“ Campaign for special Customer Touch Points „Events, Congress, special Offers“

- Monitoring & Observation of Own & Competitor AdWords Campaigns

Case Study ReviewRecommendation

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- It was a good Trial to identify the SEM Potentials / Synergies (start small and think big)

- It was amazing to get the SEM Best Practices / Know How (the next campaign is planned incl. Recommendation)

- It‘s important to Setup SEM Competence in your Company to makethe right Decisions

- There is small Grade of Success & Budget Burning, Think about the question: What would i pay for a valuable business contact to drive business?

- With SEM Training (AdWords Certification) you can be more self-confident to Setup Campaigns

- It‘s important to buildup an excellent Partnering Network to drive successful SEM Campaigns

- It‘s a priceless advantage to share SEM Best Practice

Case Study ReviewMy Conclusion

SEM Case Study

- More Relevance for Customer

- Good Conversation Rate Targets / Goals

- Identification of SEM Potentials & Synergies

- More Transparency of Campaigns (Reports)

- Improvement of Content Quality (Audits)

- Excellent Partnering (SEO, SEM, Creative)

Summary of SEM Campaign Objectives:

- Search Platform Provider Cooperation Programs

Case StudySummary

- Sharing of Expertise & Support

Your SEM Strategy

go

SuccessConversion

Custo

mer

New

Busin

ess

RelevanceBudget C

ontro

ll

Quick W

ins

Brand Placement

Know How

15SEM Case Study

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Maik LangeInternet Marketing Consultant

Email: lifedots@googlemail.com

Contact: OnlineMarketing Consulting

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SEM Case Study

driving good ideas