Semcon talk 8 sep 2008
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Transcript of Semcon talk 8 sep 2008
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SEM: A Quantitative Marketer’s Approach
SEMCON, Manila 9 Sep 2008
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Structure
1. Search Marketing = Relevancy Marketing2. Search Marketing using Dynamic Database
Driven Site Architecture - Data3. Search Marketing using Dynamic Ads4. The Holy Google Equation5. Randomized Multivariate Testing
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ITS ABOUT RELEVANCY, RELEVANCY RELEVANCY AND RELEVANCY
Its not only about Keyword Research
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The new mantra: Relevancy to Consumer Intent
• Search engines say: – “the consumer is Mine, not yours; – My consumers will stay loyal to me as long as I give
them relevant content on Search Engine Result Pages (SERP), which is my sole product
– you, the marketer have the privilege of showing your message on the SERP, but;
– The more relevant your message, the more you benefit.
– The less relevant your message, the more you suffer
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Media Cost and Relevancy
Old Media New Media
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1. Search Marketing using a Dynamic, Database Driven approach
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The Task
• Identify all intents that matter to the brand• “Intercept” such intents with an experience
that is maximally relevant to that specific intent state
• Maximize this across millions of intent states
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Live Case Study
Affiliate Marketing Solution for BookingWiz Affiliate network using
Dynamic database driven Site architecture
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A Tale of 2 Cities
• Flights from Chicago to Boston• Flights from Boston to Chicago• Flights to Chicago• Flights to Boston• Flights from Boston• Flights from Chicago
For K cities: Combinations = 6 x K Factorial 2
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The Solution • A database driven site, with Data and Metadata
being stored in a database• URL Re-writing based on Intent State –
recommended and liked by Spiders• Maximizes relevancy between Intent State and
Content of Page
All done to get INDEXATION and Free Referral Traffic from Search Engines
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The solution
www.bookingbargains.com
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SEO Traffic
• Over 5,000 Pages indexed by Google in first 6 weeks
• Significant Organic Traffic
But, from a Paid Search Perspective, it ROCKED !
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Rank of Keyword
Keyw
ord
Que
ry V
olum
e
HEAD
TAIL
Actions per Session for Dynamic Site
Actions per session for Static Site
1.0
1.50
METRIC 1
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Rank of Keyword
Keyw
ord
Que
ry V
olum
e
HEAD
TAIL
CPC for Dynamic Site
CPC for Static Site
1.0
0.80
METRIC 2
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Rank of Keyword
Keyw
ord
Que
ry V
olum
e
HEAD
TAIL
CPA for Dynamic Site
CPA for Static Site
1.0
0.55
METRIC 3
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2. Search Marketing using Dynamic, Database Driven Ads
using Engine APIs
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Google SERPCustomer
Search Ad
MSN
Video
MSN Video Promotion
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Challenge: How to maximize relevancy and CTR% of the ads ?
Solution: Dynamic ads, that have current test scores will induce a better response that Static ads
Technology:Obtain current scores and input into ads programmatically via Engine APIs
Reduce CPA, Grow Volumes
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Case Study 2: Media Buying – Lowering CPA by increasing relevance
CreativeAverage
CTR%Average
CPC
Dynamic 550 27
Static 100 100
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3. The Holy Google Equation
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The One Equation to Rule them all
IS (Actual) + IS (Lost QS) + IS (Lost Budget) = 100
23 + 36 + 41 = 100
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Optimisation for a Airline Client
Jan JulyIS Actual 16 100IS Lost QS 44 0IS Lost Budget 40 0Clicks 100 65CPC 100 20Conversion 100 800ROAS 100 4000
Focus on Highest QualityKeywords
80% Fall in CPC800% increase in Conversion%Increase in ROI of 4000 %
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4. Multivariate Testing
For optimizing Landing Page Engagement
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Why: 1
• Search is a Means to an End it is NOT the end !!• The END is to drive Engagement
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Why: 2
• Engagement is proportional to Landing Page Conversion Rate
• Cost Per Unit Engagement = CPC / Conversion Rate
• Conversion Rate is a Bigger Lever than CPC
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Why: 3
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