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SEM Business Case Study
1. Business Case Study SEM Campaign drivinggoodideas Author: Maik Lange Date: 2011-07-18
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 SEM Case Study 2
3. I wouldliketosharemy SEM Case Study Results* andtogiveyou an ideaof a goodmethodtoincreasethevalueof SEM foryour Business. In caseofquestionsorfeedbacksdon‘thestiateto send meyourcommentsorquestions. Let‘susdrivinggoodideas & campaigns… *detailedBusiness Company Information areblackmarked 3 Welcome: SEM Business Campaign SEM Case Study
13. SEM Approach Google AdWordsInterview AdWords Campaign Review Research & Definition Campaign/ Keywords Reporting & Monitoring Campaign AdWordsCampaignSetup CampaignManagement & QA 5 SEM Case Study
14. SEM Approach WhichKeywordsyou‘llpromote? Whataboutyour Target Group? Wherearethe Target Locations? WhichDisplays Devices? Whatabout Look & FeelofCampaign? Placement orAffiliate Partners? Howmuchisthe Budget? Timeline (Start /End) forCampaign? Listen, SEM Interview… 6 SEM Case Study
15. SEM Approach Google SEM Tool Box Google Insights Keyword Traffic Estimator Keyword Tool ConversionTracker Tool Website Optimization Tool Placement Tool Display DiagnosticsPreview Research, Relevance… 7 SEM Case Study
16. SEM Approach Campaign Definition: Keyword Set Display Content & Networks Region Target Group Time Budget ConversionGoals Definition, Campaign… 8 SEM Case Study
17. Case StudyCampaign Setup Location Budget: 500 Euro 15 Euro / Day Costs per Click Keywords Timeline Demographic Age: 18-64 List of 12 Keywords 2011/05/16 -2011/06/17 9 SEM Case Study
20. Case StudyWebsite Metrics Website Statistic: Campaign „Sicherheitsdatenblatt “ Short UrltoLanding Page Conversion Rate: (2/865)*100=0,23% Website Pages Page Visits 0,23% Cost per Direct @ Contact*: 234,52 Euro Target Website: Contact Form Page 6 *Whatwouldyoupayfora newBusiness Contact? Direct Email Business Request Contact: 2 12 SEM Case Study
39. Case StudySummary Summary of SEM CampaignObjectives: Your SEM Strategy go - More Relevancefor Customer - GoodConversation Rate Targets / Goals - Identificationof SEM Potentials & Synergies Brand Placement - More TransparencyofCampaigns (Reports) Relevance Conversion Customer - Improvementof Content Quality (Audits) New Business Success Budget Controll KnowHow Quick Wins - ExcellentPartnering (SEO, SEM, Creative) - Search Platform Provider CooperationPrograms - Sharing of Expertise & Support 15 SEM Case Study
40. Contact: OnlineMarketing Consulting Maik LangeInternet Marketing Consultant Email: lifedots@googlemail.com drivinggoodideas Global Blog: http://www.xplant.netdrivinggoodideas [english]Country Blog: http://www.binloop.debusiness in loop [german]Twitter: http://www.twitter.com/webjets [english]Twitter: http://www.twitter.com/lmaik [german]Facebook: http://www.facebook.com/pages/Webjets-Online-Marketing-Rich-MediaSlideshare: http://www.slideshare.net/lmaikLinkedin: http://de.linkedin.com/in/webjetsXing: http://www.xing.com/profile/Maik_Lange3Foursquare: http://foursquare.com/webjets 16 SEM Case Study