Chris Zaharias gave this presentation at the SMX/AdTech NYC conference.

1. SMX @ Ad:Tech NYC
SEM Campaign Management
Chris Zaharias
Chris Zaharias
Chief Revenue @Searchquant
Officer
Chris@kikin.com
(415) 832-0089 cell

2. Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
2 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

3. Humans Have Plenty To Do
Good SEM platform lets humans handle complexity & focus

4. Return On Effort
1.Manage Campaigns From One System
2.Customize & Automate Bid Management & Reporting
3.Optimize Campaigns From Query Through Conversion
4.Integrate SEM With Other Marketing Programs
4 October 25, 2011
© 2008 Omniture Inc

5. Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
5 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

6. Business Goals ► KPIs ► Optimization
• Pre-defined metrics
• Clicks, CTR, ROAS, CPA Lead Funnel KPIs Mapped to Imported CRM data
• Define custom metrics
• CAR, AOV, Engagement
Clicks
• Integrate with enterprise Lead Page
• Call center, B&M, LTV Online Leads
Completed
Confirmed Sales (CRM)
6 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

7. Multi-KPI Optimization
• MKPIO and the Tail
• Tail = less data => leading indicator metrics
• Possible Leading Indicator Metrics (LEMs)
• Cart Add
• Key Page Views
• Checkout Pages 1, 2, 3 etc..
• Product View
• Identify LIMs => Weight LIMs => Build into bid mgmt
7 October 25, 2011
© 2008 Omniture Inc

8. Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Types & Multi-channel SEM
4 SEM Industry Metrics & Trends
8 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

9. Match Type Strategies
• Broad Match gets volume, but it’s a crime
• Strategies:
• Broad Match is a permanent temporary, especially now
• Negative KW’s needed until BM ROI = EM ROI
• Mine site analytics for negative kw addition (integrated reporting/mgmt)
9 October 25, 2011
Source: Efficient Frontier, Dec 2008
© 2008 Omniture Inc

10. Measure Across Channels
• Client launched new brand (unique keyword) and only launched television
and paid search
• Search reacted in direct proportion to TV GRPs (Gross Rating Points)
• Display, Email & other channels drive Search
10 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

11. Agenda
1 SEM Workflow & Time Allocation
2 Business Goals ► KPIs ► Actions
3 Match Type Thoughts & Strategies
4 Metrics, Trends & Assumptions
11 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

12. Ad Budgets By Engine (March 2009)
12 October 25, 2011
© 2008 Omniture Inc, Confidential & Proprietary

13. Long Tails & Fat Heads
Reality:
• Long tail now in reverse Source: Hitwise blog
• Search as navigation
13 October 25, 2011
© 2008 Omniture Inc

14. Chris Zaharias
VP SearchCenter
czaharias@omniture.com
(415) 832-0089 cell

15. Assumptions & 2009 Reality
Assumption Reality
The long tail keeps growing Win the head, win the battle
1,001 Things To Do in SEM Return On Effort defines workflow
PPC = traffic management Pre and Post-click Equally Important
Listen to your search engine SE Advice Often Contrary Indicator
15 October 25, 2011
© 2008 Omniture Inc