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How to Integrate SEM in your Marketing Strategy
WE WILL
• Ask some questions
• Discuss
• Not forget SEM is just another means to
get a message to our target
• Get to know...
Someone told you someday to come up with
a marketing strategy that will include SEM
The internet is full of things. Let’s do what
others do.
GUESS!
WRONG!
Deciding how SEM might work out for you is
about “bits and pieces”
So, we asked some managers to ask us some
questi...
9 QUESTIONS
1 IS IT WORKING FOR ME?
• Statistics say that
50% of online sales
is brought by SEM
• The same way any
media does: it brings
AWARENESS and
EVALUAT...
Data taken with respect from Econsultancy study
Your marketing strategy is and will be improvable.
So is your marketing mix.
Use your creativity to see what might bring y...
2 HOW WILL THIS WORK FOR ME?
It is an investment. Consider the risks.
(search is dynamic; there is no 100%
prediction; SEO has long time results)
You have a monetizing plan. Correlate with
online data estimations. See where your
margin is. See if it will work on long ...
Average Margin PPC
No margin SEO
No margin PPC
High margin SEO
Start with figures! If it doesn’t work out, try changing
variables.
3 HOW MUCH SHOULD I INVEST?
A recent study by Econsultancy revealed
that:
– 24% is invested on Paid Search
– 18% is invested on SEO
€ 42%
SEM
- Total value
- Other marketing
investments
- DDLines
- The life cycle
- The potential
- Cheap/ Expensive
- Aggressive/ We...
Maybe, an investment model will help. Ex
for PPC.
Total Break Even Value =
Fixed Costs/[Unit Selling Price – Unit Variable Cost]
Fixed cost (rent, fees) – 1000 Euro
Unit se...
Don’t get stuck in one figure. Try and than scale.
4 WHAT DO I GET FROM IT?
(help question)
Do I have a conversion mechanism?
(Discussion: Car seller. Owns a site. Tries to convert)
Do I have traffi...
A sales channel with:
- Predictive fixed and variable costs
- Predictive results
- Improvable performance
- Immediate resu...
5 HOW DO I CORRELATE SEM WITH
REST OF ONLINE?
Forget
targets. Think
Radar. And
you will
understand
the digital
connections
and paths.
Entertain
Connect
Inform
CONVERT
Attribution Model
A calculation model, based on attribution:
- Each channel in your marketing strategy has a contribution for
delivering a l...
Try more than one model. Usually helps to check
your mix vs real world.
6 HOW DO I CORRELATE SEM WITH
ATL?
Basically, it’s a matter of mixing TV and
SEM.
1st – Reach light TV users
2nd – Incremental Reach
2nd – Reach
There is no common measurement tool in RO (for
the moment), so, it will make it more difficult for you.
A post campaign re...
7 SHOULD I SPLIT SEO AND PAID
SEARCH?
No
They should work together and complement
themselves.
Allocate budget for both. Take the most
effective approach dependi...
Try think like: commercial words vs. info words
8 HOW CAN I KEEP TRACK OF IT?
1st Web Analytics Tracking
2nd Define KPIs
Based on your web analytics, you will only get
a set of figures (goals).
In ord...
2nd Define KPIs
Ex:
- Behaviour KPI
- Visits, Interactivity (no of visitors that take an action/ total no of
visitor), Con...
Don’t get stuck in tones of data. Ask/ create reports
that are useful.
9 WHAT DO I NEED TO GET IT STARTED?
A strategy
Infrastructure: site, sales mechanic, call
center, CRM, data base
SEO & PPC team
Access on tracking & optimizat...
And determination. And some professionals.
10 OTHER QUESTIONS?
THX!
Cosmin.nastasa@8team.ro | @cosminn | cosminnastasa.ro
• Data taken with courtesy from:
– www.econsultancy .com
– www.daverubino.com
– www.3qdigital.com
– www.senkailabs.com
– w...
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How to integrate SEM in your marketing strategy

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SEM integration with marketing strategy. A short guide for the managers that need to use both, ATL and SEM, to reach their objectives

Publié dans : Business, Technologie
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How to integrate SEM in your marketing strategy

  1. 1. How to Integrate SEM in your Marketing Strategy
  2. 2. WE WILL • Ask some questions • Discuss • Not forget SEM is just another means to get a message to our target • Get to know each other • Be inspired
  3. 3. Someone told you someday to come up with a marketing strategy that will include SEM
  4. 4. The internet is full of things. Let’s do what others do. GUESS!
  5. 5. WRONG! Deciding how SEM might work out for you is about “bits and pieces” So, we asked some managers to ask us some questions about the “bits and pieces” of SEM
  6. 6. 9 QUESTIONS
  7. 7. 1 IS IT WORKING FOR ME?
  8. 8. • Statistics say that 50% of online sales is brought by SEM • The same way any media does: it brings AWARENESS and EVALUATION • Study developed by Econsultancy
  9. 9. Data taken with respect from Econsultancy study
  10. 10. Your marketing strategy is and will be improvable. So is your marketing mix. Use your creativity to see what might bring you!
  11. 11. 2 HOW WILL THIS WORK FOR ME?
  12. 12. It is an investment. Consider the risks. (search is dynamic; there is no 100% prediction; SEO has long time results)
  13. 13. You have a monetizing plan. Correlate with online data estimations. See where your margin is. See if it will work on long term. See if it will sustain itself.
  14. 14. Average Margin PPC No margin SEO No margin PPC High margin SEO
  15. 15. Start with figures! If it doesn’t work out, try changing variables.
  16. 16. 3 HOW MUCH SHOULD I INVEST?
  17. 17. A recent study by Econsultancy revealed that: – 24% is invested on Paid Search – 18% is invested on SEO € 42% SEM
  18. 18. - Total value - Other marketing investments - DDLines - The life cycle - The potential - Cheap/ Expensive - Aggressive/ Weak Bidding - Range of products - Selling mechanism
  19. 19. Maybe, an investment model will help. Ex for PPC.
  20. 20. Total Break Even Value = Fixed Costs/[Unit Selling Price – Unit Variable Cost] Fixed cost (rent, fees) – 1000 Euro Unit selling – 100 Euro Unit variable cost (cost in PPC) – 50Euro TBEV = 1000/[100-50]; TBEV = 20 You need to make 20 sales in order to break even. Other 20 sales will get you 1000 Euro. Now try to scale. And get your budget.
  21. 21. Don’t get stuck in one figure. Try and than scale.
  22. 22. 4 WHAT DO I GET FROM IT?
  23. 23. (help question) Do I have a conversion mechanism? (Discussion: Car seller. Owns a site. Tries to convert) Do I have traffic converters? (call-to-action, landing pages, content, lead nurturing, analytics)
  24. 24. A sales channel with: - Predictive fixed and variable costs - Predictive results - Improvable performance - Immediate results with paid search/ long term results with SEO
  25. 25. 5 HOW DO I CORRELATE SEM WITH REST OF ONLINE?
  26. 26. Forget targets. Think Radar. And you will understand the digital connections and paths. Entertain Connect Inform CONVERT
  27. 27. Attribution Model
  28. 28. A calculation model, based on attribution: - Each channel in your marketing strategy has a contribution for delivering a lead/ sale - Depending on the participation, each channel receives a score. (ex: if PPC and Social Media delivered 1 lead, each one receives 5 points out of maximum 10. if only PPC delivered 1 lead, it receives 10 points). - Add all points for each channel and dividing it by total no. of points - You get the share of importance for each channel.
  29. 29. Try more than one model. Usually helps to check your mix vs real world.
  30. 30. 6 HOW DO I CORRELATE SEM WITH ATL?
  31. 31. Basically, it’s a matter of mixing TV and SEM. 1st – Reach light TV users 2nd – Incremental Reach
  32. 32. 2nd – Reach
  33. 33. There is no common measurement tool in RO (for the moment), so, it will make it more difficult for you. A post campaign research might help.
  34. 34. 7 SHOULD I SPLIT SEO AND PAID SEARCH?
  35. 35. No They should work together and complement themselves. Allocate budget for both. Take the most effective approach depending on your status.
  36. 36. Try think like: commercial words vs. info words
  37. 37. 8 HOW CAN I KEEP TRACK OF IT?
  38. 38. 1st Web Analytics Tracking 2nd Define KPIs Based on your web analytics, you will only get a set of figures (goals). In order to understand the business meaning, these goals will be the base for KPI
  39. 39. 2nd Define KPIs Ex: - Behaviour KPI - Visits, Interactivity (no of visitors that take an action/ total no of visitor), Conversion - Attitude KPI - Favorability, loyalty - Cost KPI - Cost per lead, cost per action, cost per lead in SEO, cost per lead in paid search
  40. 40. Don’t get stuck in tones of data. Ask/ create reports that are useful.
  41. 41. 9 WHAT DO I NEED TO GET IT STARTED?
  42. 42. A strategy Infrastructure: site, sales mechanic, call center, CRM, data base SEO & PPC team Access on tracking & optimization tools
  43. 43. And determination. And some professionals.
  44. 44. 10 OTHER QUESTIONS?
  45. 45. THX! Cosmin.nastasa@8team.ro | @cosminn | cosminnastasa.ro
  46. 46. • Data taken with courtesy from: – www.econsultancy .com – www.daverubino.com – www.3qdigital.com – www.senkailabs.com – www.google.com/think – think insights

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