Search that Converts

1. Effective SEM Campaigns
Search that converts

2. The PPC Team at Envigo
Individuals with proficiency in
the field
Result driven approaches
Worked on various Ad formats and Networks

3. The Process
• Understanding Business
Defining • Advertising goals
Objectives • Targeting, Segmentation
• Budget
• Account Structure
Campaign • Networks
Setup • Keyword Research
• Ad Copy
• Ad testing
• Bid optimization
Optimization • Account restructure
• Landing Page optimization
Tracking & • Campaign Tracking
• Daily, Weekly, Monthly
Reporting reporting

4. Defining
Objectives
I – Understanding Business
• Nature of Business
• Size of Business
• Markets where business is operated
• Product Lines
- Catering to specific Business requirements
- Niche targeting
Ex: A local bookstore will have very
different marketing goals from a worldwide
Supermart.

5. II - Advertising Goals
Direct
Branding
Response
Brand
Sale
Launch
Product
Lead
Launch
Registration
Promote an
Or
offer
Signup
Rebranding Download

6. III - Targeting
Geo Targeting
• Geo target campaigns for higher ROI
• Supplement offline ad campaigns
– Sync up online messaging with TV, radio and
outdoor campaigns
• Promotion of online contests
– Free coupons, sweepstakes costly nationally
• Geo-targeted ads also tend to get good quality
scores
Demographic Targeting
• Age, Gender, Language, Interest Targeting

7. Campaign
Setup
Campaign
• Account Structure
Ad Group
Keywords Ads
• Network Placements
Search: Search Engines sponsored
ads & search partners
Display: Display partner sites & SE properties
• Keyword Research
• Ad Copy

8. Optimization
Campaign Landing
Restructure Page
Ad copy Optimization
testing
Keywords/
Account Negatives
Optimization Bid
Optimization
- All time process
- Involves periodical reviews
- Adhering to best practices ROI

9. Landing Pages Design
• Usability study, A/B testing to create the best landing pages for your
campaign
• Pre-population of Booking forms for easier user flow
• Relevancy with keywords and ad copies

10. Discover new opportunities and threats
Seasonality and geo targeting
intelligence from Google Trends
Guard against irrelevant searches
Ash clouds due to Reykjavik increased
the searches for Iceland flights, but
people were not looking to book

11. Tracking &
Reporting
Reporting
• Daily Spend reports
• Monthly comparisons
and analysis
• Campaign level reports
• Landing page reports
and analysis

12. Regular Analysis
• PPC strategy cannot remain constant, as conditions governing it are not.

13. Tracking: Analytics
• Website analytics
– Funnel reports
– Landing page performance
– Visitor drop-offs
– Content performance
– Site overlays and click reports
– Geographic reports

14. Best Practices
Search Network
• Semantic grouping of keywords into different ad groups.
• Ads should be highly relevant to searched term.
• Landing Pages should be highly relevant to Ad clicked.
• Be more specific using ‘negative keyword matching’
or other match options besides ‘broad matching’.
• Multiple ads per ad group (We use 5 ads)
for better CTR scoring.
• All these form quality score for a campaign.

15. Content network
• Separate search and content - they don't play well
together.
• Ads should attract the reader's attention.
• Use keyword themed campaigns (automatic placements)
and general/high traffic managed placement campaigns to
mine for targeted placements.
• Smaller budgets to start with
• Regular placement performance reports.

16. Advertising Channels
• Search • Social
Engines Networks
Google
Facebook
Yahoo
Linkedin
MSN
CNN Double Click
Komli
NY Times
AdMagnet
TOI
• Direct • Ad
Buy Networks

17. Paid search on content network
• More impressions
• Lower CTR but higher conversion
• For users who need that extra push for making a transaction

18. Content network ad types
• Campaign focused ads with clear call to action
• Rich media banners

19. Smart phone space
• 77 percent of the world population
is mobile
• Half a billion people accessed
internet over mobile phones in 2009
• Top usage for banking, travel,
shopping, local info, news, video,
sports, blogs, apps for games,
social media, maps and music

20. Smart phone targeting
• Separate campaigns for smart phones and
devices.
– Custom landing pages for mobile
– No use of flash in ads and landing pages
– more generic keyword list for Mobiles
• Use of shorter conversion process
– Less fields in the form
– Smaller checkout process