Ben Kirshner, CEO of EliteSEM, will present at the MCM LIVE Conference & Expo 2011 on search strategies that work today. The presentation will cover topics like lifetime value optimization through understanding customer purchasing patterns over time, attribution to analyze the customer journey from initial keyword click through conversion, and multi-variant targeting and optimization tactics like time of day, day of week, and geographic targeting. Kirshner is a highly experienced SEM professional who has helped grow many startup companies and is a respected thought leader in the industry.

1. MCM
LIVE
CONFERENCE
&
EXPO
2011
“SEARCH
STRATEGIES
THAT
WORK
TODAY”
PRESENTED
BY:
BEN
KIRSHNER,
CEO,
EliteSEM
MAY
3,
2011 CONNECT
WITH
US
ON
FACEBOOK,
TWITTER,
and
LINKEDIN

2. BEN
Highly
skilled
SEM
master
with
more
than
13
years
experience
guiding
online
markeOng
KIRSHNER
campaigns
for
mulOnaOonal
corporaOons
&
Fortune
1000
brands
such
as
ideeli,
Tommy
Bahama,
Terminix,
Havaianas
and
Michael
C.
Fina
SEM
MASTER, Serial
entrepreneur
adept
at
growing
start-­‐ups
into
high-­‐growth
companies
SERIAL
ENTREPRENEUR,
&
THOUGHT
LEADER. InnovaKve
entrepreneur
recognized
in
Inc.
5000
List
of
Fastest
Growing
Private
Companies
in
2010
Respected
thought
leader
featured
in
prominent
news
publicaOons
including
Wall
Street
Journal,
Entrepreneur.com,
BNET,
MediaPost,
Mashable,
New
York
Times,
Internet
Retailer,
MulOchannel
Merchant
Adjunct
Instructor
at
New
York
University

3. TOPICS 03 MULTI
VARIANT
TARGETING
&
OPTIMIZATION
Time
Of
Day
TargeOng
&
OpOmizaOon
Day
Of
Week
TargeOng
&
OpOmizaOon
Geographic
TargeOng
&
OpOmizaOon
01 LIFETIME
VALUE
OPTIMIZATION 04 GOOGLE
DISPLAY
NETWORK
RetargeOng
Using
a
cohort
analysis
Establish
Appropriate
ROI
Goals
For
Interest
Based
TargeOng
Customer
AcquisiOon
&
RetenOon Contextual
TargeOng
02 ATTRIBUTIONS
Understanding
your
customers
05 WHAT’S
NEW
IN
SEM
Site
Links
search
pa]ern Product
Extensions
Report
and
opOmize
off
of
Product
Ad
LisOng
keyword
click
paths
Call
Tracking

4. 01 LIFETIME
VALUE
TOPIC
OPTIMIZATION
How
many
of
you
know
how
much
money
you
make
from
your
customers
over
their
life5me?
SIMPLE
MATH…
My
FIRST
average
order
revenue
is
$100
➜ My
average
profit
margin
is
10%
Therefore
my
profit
from
that
order
is
$10.00
According
to
my
LTV
Report
my
avg
customers
return
8
Kmes
in
3
years
➜ Customer
Life8me
Value
Analysis:
Customers
Return
an
Average
of
2.67
Times
Per
Year
So
now
I
need
to
ask
myself
how
much
am
I
willing
to
spend
to
make
$80.00
profit?
➜ What
Am
I
Willing
To
Pay
For
A
Customer
Who
Will
Purchase
Almost
3X
Per
Year?

5. 01 LIFETIME
VALUE
OPTIMIZATION
DEFINITIONS
ACTIVITY
QUARTER REPEAT
CUSTOMER
ACTIVITY
the
Ome
period
in
which purchases
made
in
quarters
subsequent
to
the
purchases
are
made quarter
in
which
a
customer
made
his
first
purchase.
AGE
FIRST
PURCHASE
QUARTER
the
number
of
quarters
(starOng
with
2)
ader
the
first
the
quarter
in
which
a
customer
purchase
quarter.
The
difference
between
the
acOvity
made
his
first
purchase.
quarter
and
first
purchase
quarter.
NEW
CUSTOMER
ACTIVITY COHORT
refers
to
the
purchases
made
in
a
group
of
customers
who
made
their
first
purchase
the
enOre
first
purchase
quarter. in
the
same
quarter.

6. 01 LIFETIME
VALUE
OPTIMIZATION COHORT
TRENDS

7. 01 LIFETIME
VALUE
OPTIMIZATION
COHORT
TRENDS
REVENUE
TRENDS

8. 01 LIFETIME
VALUE
OPTIMIZATION
COHORT
TRENDS SCORECARD

9. 01 LIFETIME
VALUE
OPTIMIZATION LIFETIME
VALUE
(LTV)
ANALYSIS

10. 01 LIFETIME
VALUE
OPTIMIZATION
LIFETIME
VALUE
(LTV)
ANALYSIS
RETENTION
%
(Loyalty)
BY
CUSTOMER
AGE
(yearly
cohorts)

11. 01 LIFETIME
VALUE
OPTIMIZATION
LIFETIME
VALUE
(LTV)
ANALYSIS
CUMULATIVE
QUARTERLY
LTV
(REVENUES)
BY
FIRST
PURCHASE
YEAR
2009
customers
(pink)
have
Average
first
quarter
revenues
have
remained
stable
for
the
reached
an
average
of
$200
in
last
3
years
(at
$83).
Steady
iniOal
quarter
revenues
indicate
revenues
in
only
5
quarters,
that
differences
in
cumulaOve
revenues
are
caused
by
the
first
cohort
to
do
so. increases
in
repeat
purchases
and
retenOon
rate.

12. 02 CLICK
TOPIC
ATTRIBUTION
UNDERSTANDING
your
customers
search
pa]ern
REPORT
AND
OPTIMIZE
off
of
keyword
click
paths

13. 02 CLICK
ATTRIBUTION
MODEL EXAMPLE
A]ribuOon
will
give
us
the
ability
to
report
&
SEARCH
FUNNEL
opOmize
both
manually
and
through
a
bid
mgmt
User
searches
&
clicks
on
ad
tool
based
on
the
keyword
funnel. for
“Coffee
Online”
The
reporOng
will
tell
us
every
keyword
that
is
User
searches
&
clicks
on
ad
searched/clicked
on
before
a
sale
is
completed
for
“Single
Cup
Coffee”
and
the
final
keyword
searched/clicked
on
that
Then
User
searches
&
clicks
on
ad
turns
into
a
“Sale”. for
“Discount
single
cup
coffee”
From
there
we
will
report
&
opOmize
in
2
ways,
a
Then
User
searches
&
clicks
on
ad
“Lead
or
Order”
will
be
a]ributed
to
the
last
for
“coffee
for
less
coupon
code”
keyword
searched
and
an
“acOon”
will
be
the
equal
weight
a]ributed
to
each
keyword
within
RESULTS
the
funnel. “coffee
for
less
coupon
code”
will
receive
1
“Lead
or
Order”
All
4
keywords
will
receive
.25
“AcOons”

14. 02 CLICK
ATTRIBUTION
USER
1 USER
2 USER
3
1st
SEARCH/CLICK
1st
SEARCH/CLICK
1st
SEARCH/CLICK
• Coffee • Single
Cup
Coffee • coffee
pods
• 8/23
8:21AM • 8/4
9:44PM • 9/9
8:24PM
• .33
AcOon • .33
AcOon • .33
AcOon
2nd
SEARCH/CLICK
2nd
SEARCH/CLICK
2nd
SEARCH/CLICK
• Single
Cup
Coffee • Coffee
pod • coffee
pod
online
prices
• 8/23
7:51PM • 8/4
9:45PM • 9/9
8:50PM
• .33
AcOon • .33
AcOon • .33
AcOon
3rd
SEARCH/CLICK
3rd
SEARCH/CLICK
3rd
SEARCH/CLICK
• CoffeeForLess • Coffeeforless • coffee
pod
free
shipping
• 8/25
9:18am • 8/4
9:45PM • 9/9
9:16PM
SALE
COMPLETED
SALE
COMPLETED
SALE
COMPLETED
• 8/25
9:23AM • 8/24
9:51PM • 9/9
9:20PM
• 1
Order
&
.33
AcOon • 1
Order
&
.33
AcOon • 1
Order
&
.33
AcOon

15. 03 MULTI
VARIANT
TARGETING
TOPIC
&
OPTIMIZATION

16. 03 MULTI
VARIANT
TARGETING
&
OPTIMIZATION
HERE
IS
MY
CONVERSION
RATE
9.25% $77.44
CONVERSION AVERAGE
RATE ORDER
VALUE
118,554 524,096
TRANSACTIONS PURCHASED
PRODUCTS

17. 03 MULTI
VARIANT
TARGETING CONVERSION
&
OPTIMIZATION RATE
why
not
bid
by
TIME
OF
DAY?
9.25%
Conversion
Rate

18. 03 MULTI
VARIANT
TARGETING CONVERSION
&
OPTIMIZATION RATE
why
not
bid
by
GEO?

19. 03 MULTI
VARIANT
TARGETING CONVERSION
&
OPTIMIZATION RATE
why
not
bid
by
DAY
OF
WEEK?
Tuesday
and
Thursdays
are
the
best
converOng
days
Saturday
is
the
worst
converOng
day

20. 04 GOOGLE
TOPIC
DISPLAY
NETWORK
Contextually
Targeted
Campaigns RemarkeKng
Campaigns
Placement
Targeted
Campaigns Mobile
Display
Campaigns
Contextual
and
Placement
TargeOng YouTube
Display
Campaigns

21. Google
Crawls
Google
Will
Match
Adver9ser
Builds
Advantages:
Their
En9re
Content
Of
Relevant
Google
Will
Then
Keyword
Ad
Groups
Ability
To
Bid
On
CPC
Ad
Network
Sites
To
Your
Display
Your
Text
Based
On
A
Theme
&
Transparent
(Ad
Sense)
Keyword
Theme
And/or
Banner
Example
:
Network
With
Ability
To
Determine
Example
: On
The
Site
Coffee
Pods To
Block
Sites
Site
Themes CoffeePodReviews.com

22. HOW
DOES
COMMON
REMARKETING
WORK? REMARKETING
EXAMPLES
Target
Previous
Site
Visitors
As
They
ADD
ALL
SITE
VISITORS SHOPPING
CART
Browse
The
Web
(Within
Google
The
most
basic
remarkeOng,
put
ABANDONMENT
Network) a
remarkeOng
tag
on
every
page
REMARKETING
of
the
site
(easily
done
with
a
Place
tags
on
the
view
shopping
By
Tagging
Specific
Pages
Of
Your
Site
standard
footer
or
my
placing
cart
page
but
with
a
negaOve
You
Will
Be
Able
Segment
Customers
By
the
pixel
on
your
homepage).
audience
of
people
who
convert
Their
Behavior their
purchases.
CATEGORY
SPECIFIC
For
OpKmal
TargeKng
Create
An
REMARKETING TARGET
PEOPLE
WHO
AdWords
Campaigns
For
Each
Segment
Create
a
remarkeOng
tag
for
CONVERTED
WITH
each
product
category.
Make
as
UP-­‐SELL/CROSS-­‐SELL
With
Highly
Targeted
Banner
Copy MESSAGING
many
tags
as
you
have
specific
Advantages
Of
Using
Google
Network
–
categories. Using
your
converted
users
list
you
can
take
advantage
of
that
CPC
Bidding,
NegaKve
Audiences,
&
Tommy
Bahama list
to
deliver
cross-­‐sell
and
up-­‐
Transparent
Network/Block
Sites ‣ Shirts sell
messaging
ads.
If
you
can
‣ Pants create
product-­‐level
lists
in
‣ Men’s
Swim order
to
cross
sell
you
can
reach
‣ Women’s
Swim users
who
converted
for
one
‣ Big
&
Tall product
with
an
offer
for
another
product.

23. CUSTOMER PUTS
ITEMS
IN
VISITS
SITE SHOPPING
CART
Visitor
Leaves
Site GOOGLE
CPC Visitor
Leaves
Site
ACer
Viewing
Coffee
Pods
REMARKETING With
Product
In
Cart
BRAND
GENERAL
SPECIFIC
SITE SITE

24. 05 WHAT’S
NEW
TOPIC
IN
SEM
SITE
LINKS
PRODUCT
EXTENSIONS
PRODUCT
LISTING
ADS
GOOGLE
CALL
METRICS
ENHANCED
HEADLINE
+
DESCRIPTION
LINE
1
MOBILE
OPTIONS
LOCAL
AD
EXTENSIONS
CACR
(CONVERSION
AWARE
CREATIVE
ROTATION)
GOOGLE
ADWORDS
RULE
AUTOMATION
GOOGLE
DISPLAY
NETWORK
(GDN)

25. 05 WHAT’S
NEW
IN
SEM
SITE
LINKS
BRANDED

26. 05 WHAT’S
NEW
IN
SEM
SITE
LINKS
NON-­‐BRANDED

27. 05 WHAT’S
NEW
IN
SEM
PRODUCT
EXTENSIONS
—
PLUS
BOX

28. 05 WHAT’S
NEW
IN
SEM
PRODUCT
EXTENSIONS
—
PRODUCT
LIST

29. 05 WHAT’S
NEW
IN
SEM
PRODUCT
LISTINGS

30. 05 WHAT’S
NEW
IN
SEM
CALL
METRICS
1 (877) 470 4812

31. 05 WHAT’S
NEW
IN
SEM
Ini5al
studies
show
an
average
liC
of
5.7%
CTR
for
top
rail
ads
on
Google.com
that
merge
the
headline
with
the
second
line
of
ad
ENHANCED
HEADLINE text.
This
new
look
requires
the
ad
to
both
show
at
one
of
the
top
HEADLINE
+
DESCRIPTION
LINE
1 placements
and
have
a
descrip8on
line
1
ending
in
punctua8on.
BEFORE
AFTER

32. OPTIONS
CLICK
TO
MOBILE
SITE
Click
To
Call
Only
Click
To
Mobile
Site
CLICK
TO
CALL
ONLY
Click
To
Call
&
Click
To
Site

33. LOCAL
AD
EXTENSIONS

34. Contextually
Targeted
Campaigns
Placement
Targeted
Campaigns
Contextual
and
Placement
TargeOng
RemarkeOng
Campaigns
Mobile
Display
Campaigns
YouTube
Display
Campaigns
Like
User
Campaigns

35. 05 WHAT’S
NEW
IN
SEM
CONVERSION-­‐AWARE
CREATIVE
ROTATION
(CACR)
CaCR
adds
a
third
campaign
seong
for
ad
rotaKon
(“OpKmize
for
conversions”)
in
accounts
with
conversion
tracking
enabled.
CaCR
aims
to
maximize
conversions
by
looking
at
CTR
and
conversion
rate
of
each
ad,
rather
than
“OpOmize
for
clicks”,
which
looks
at
only
CTR.
If
there
isn’t
sufficient
conversion
data
to
determine
which
ad
will
provide
the
most
conversions,
ads
will
rotate
using
“OpOmize
for
clicks”
data.
CaCR
works
for
both
Search
and
Display
Campaigns,
and
can
be
selected
under
the
Campaign
Sesngs
of
conversion-­‐tracked
accounts.

36. WHAT
IS
AUTOMATED
RULES
AVAILABLE
FOR?
Ad
Groups
Ads
Keywords
Campaigns
WHAT
IS
AUTOMATED
RULES
NOT
AVAILABLE
FOR?
Display
Network
Ad
Extensions
RemarkeOng
WHAT
IS
AUTOMATED
RULES
CREATED
FOR?
Based
on
the
Google
documentaOon
around
the
product,
it
is
iniOally
focusing
on
3
types
of
common
changes
that
AdWords
users
regularly
perform
on
their
accounts.
‣ Status
changes
Pause
an
ad
or
keyword
when
it
has
spent
its
allocated
budget
‣ Bid
Changes
Raise
the
bids
to
first
page
es8mated
CPC
when
conversion
rate
drops
‣ Budget
Changes
READ
MORE Raise
or
lower
budget
on
a
par8cular
day
of
the
week

37. Google
Keywordless
AdsBETA
Dynamically
match
searches
to
the
most
relevant
page
Dynamically
create
a
specific
ad
for
every
search
without
keywords
–
like
natural
search
TARGET
WEB
PAGES,
NOT
KEYWORDS
Specify
Pages
To
AdverOse
&
Your
Bid
For
That
Page When
a
Search
is
relevant
to
one
of
your
pages
Then
Create
An
Ad
Text
Template Google
will
show
a
dynamic
ad
using
your
template
‣ Does
Not
Trump
ExisOng
Keywords/Ads
&
Does
Not
Affect
Quality
Score

38. YAHOO
MSN
RICH
ADS
IN
SEARCH
FORM/VIDEO
TEMPLATE
LINKS/VIDEO
TEMPLATE
FORM/IMAGE
TEMPLATE
LINKS/IMAGE
TEMPLATE

39. WHAT’S
NEXT
AT
ELITE
SEM?
WEB
ANALYTICS
iPHONE
APP
NONPROFIT
PARTNERSHIPS

40. Customizable
Analy5cs
Dashboard
Web
Based,
Excel,
Widget
&
IPad

41. THANK
YOU
ben@elitesem.com