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Business Case Study SEM Campaign<br />drivinggoodideas<br />Author: Maik Lange<br />Date: 2011-07-18<br />

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Welcome<br />Top Targets SEM Project<br />SEM Approach<br />Case Study SEM Campaign (Location: Germany)<br />Business Campaign: „Sicherheitsdatenblatt“<br />Review & Recommendations<br />Conclusions<br />Agenda: SEM Campaign Case Study<br />SEM Case Study<br />2<br />

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I wouldliketosharemy SEM Case Study Results* andtogiveyou an ideaof a goodmethodtoincreasethevalueof SEM foryour Business.<br />In caseofquestionsorfeedbacksdon‘thestiateto send meyourcommentsorquestions.<br />Let‘susdrivinggoodideas & campaigns…<br />*detailedBusiness Company Information areblackmarked<br />3<br />Welcome: SEM Business Campaign<br />SEM Case Study<br />

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TOP SEM CampaignTargets / Goals<br /><ul><li>SuccessfulIntegration ofthe Website Key Messages Strategy

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More presenceofCompany Services / Products

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Target Advertising based on Search Requestsof Target Customer

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More direct Customer requestsdriven by SEM Campaign(Calls, Email)

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Increaseof Customer Attention & Relevance

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Improvementof Content Quality

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Increaseof Products / Service Revenue „Turn over“

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Monitoring and ROI Tracking

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Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over</li></ul>4<br />SEM Case Study<br />

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SEM Approach<br />Google AdWordsInterview <br />AdWords<br />Campaign<br />Review<br />Research & Definition Campaign/ Keywords<br />Reporting &<br />Monitoring<br />Campaign<br />AdWordsCampaignSetup<br />CampaignManagement & QA<br />5<br />SEM Case Study<br />

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SEM Approach<br />WhichKeywordsyou‘llpromote?<br />Whataboutyour Target Group?<br />Wherearethe Target Locations?<br />WhichDisplays Devices?<br />Whatabout Look & FeelofCampaign?<br />Placement orAffiliate Partners?<br />Howmuchisthe Budget?<br />Timeline (Start /End) forCampaign?<br />Listen, SEM Interview…<br />6<br />SEM Case Study<br />

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SEM Approach<br />Google SEM Tool Box<br />Google Insights<br />Keyword Traffic Estimator<br />Keyword Tool<br />ConversionTracker Tool<br />Website Optimization Tool<br />Placement Tool<br />Display DiagnosticsPreview<br />Research, Relevance…<br />7<br />SEM Case Study<br />

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SEM Approach<br />Campaign Definition:<br />Keyword Set<br />Display Content & Networks<br />Region<br />Target Group<br />Time<br />Budget<br />ConversionGoals<br />Definition, Campaign…<br />8<br />SEM Case Study<br />

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Case StudyCampaign Setup<br />Location<br />Budget: 500 Euro<br />15 Euro / Day<br />Costs per Click<br />Keywords<br />Timeline<br />Demographic<br />Age: 18-64<br />List of 12 Keywords<br />2011/05/16 -2011/06/17<br />9<br />SEM Case Study<br />

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Case StudyDisplay Metrics<br />SEM Display Results: Campaign „Sicherheitsdatenblatt“<br />10<br />SEM Case Study<br />

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Case StudyCampaign Report<br />SEM Report: Campaign „Sicherheitsdatenblatt“<br />11<br />SEM Case Study<br />

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Case StudyWebsite Metrics<br />Website Statistic: Campaign „Sicherheitsdatenblatt “<br />Short UrltoLanding Page<br />Conversion Rate: (2/865)*100=0,23%<br />Website Pages<br />Page Visits<br />0,23%<br />Cost per Direct @ Contact*: 234,52 Euro <br />Target Website: Contact Form Page<br />6<br />*Whatwouldyoupayfora newBusiness Contact?<br />Direct Email Business Request Contact:<br />2<br />12<br />SEM Case Study<br />

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Case Study Review<br />Recommendation<br /><ul><li>Content Optimization

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Highlight Contact Information via Email / Phone

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Less Anonymous, moreCustomer Offerings

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More visual Customer FriendlyInformations – Service Workflow

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SEO, Integration ofKeywordsinto Content andLinks

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SEM Campaign

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KeywordOptimization (ExcludeKeywords), Conversion Tracking, Quality Factor Display & Target Website, Placement Tool, moreCampaignRelevance

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Increaseof Budget andSelectionof Display Time (Mo-Fr. 8am-10pm)

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Setup ofContinuousAdWords Presence - Campaign

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Optional a „Flight“ Campaignforspecial Customer Touch Points „Events, Congress, specialOffers“

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Monitoring & Observation ofOwn & CompetitorAdWordsCampaigns</li></ul>13<br />SEM Case Study<br />

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Case Study Review<br />MyConclusion<br /><ul><li>It was a good Trial toidentifythe SEM Potentials / Synergies (startsmallandthinkbig)

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It was amazingtogetthe SEM Best Practices / KnowHow (thenextcampaignisplanned incl. Recommendation)

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It‘simportantto Setup SEM Competence in your Company tomaketherightDecisions

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Thereissmall Grade ofSuccess & Budget Burning, Think aboutthequestion: Whatwould i payfor a valuablebusinesscontacttodrivebusiness?

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With SEM Training (AdWordsCertification) youcanbemoreself-confidentto Setup Campaigns

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It‘simportanttobuildup an excellentPartnering Network todrivesuccessful SEM Campaigns

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It‘s a pricelessadvantagetoshare SEM Best Practice</li></ul>14<br />SEM Case Study<br />

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Case StudySummary<br />Summary of SEM CampaignObjectives:<br />Your SEM Strategy<br />go<br />- More Relevancefor Customer<br />- GoodConversation Rate Targets / Goals<br />- Identificationof SEM Potentials & Synergies<br />Brand Placement<br />- More TransparencyofCampaigns (Reports) <br />Relevance<br />Conversion<br />Customer<br />- Improvementof Content Quality (Audits)<br />New Business<br />Success<br />Budget Controll<br />KnowHow<br />Quick Wins<br />- ExcellentPartnering (SEO, SEM, Creative)<br />- Search Platform Provider CooperationPrograms<br />- Sharing of Expertise & Support<br />15<br />SEM Case Study<br />

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Contact: OnlineMarketing Consulting<br />Maik LangeInternet Marketing Consultant<br />Email: lifedots@googlemail.com<br />drivinggoodideas<br />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<br />16<br />SEM Case Study<br />