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Performance Media : SEM WE HAVE THE KEYS. THE KEYWORDS, THE KEY CONTENT AND THE KEY PLACEMENTS. SEARCH ENGINE MARKETING (SEM). Why Work With Us: Cross-Industry Success Stories Understanding Searchers & Customers Our Approach to Search Marketing Competitive Position Our Technology - PowerPoint PPT Presentation
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SEARCH ENGINE MARKETING (SEM)– Why Work With Us: Cross-Industry Success Stories– Understanding Searchers & Customers– Our Approach to Search Marketing
• Competitive Position• Our Technology• Data Driven Marketing
– Your Customized SEM Program
4
Advertiser Impact on Business Marketing Impact
A Larger Industrial Equipment Supplier
Increased Total Revenue by
16,340% Cost per Conversion
67%
A SaaS Provider (B2C & B2B)
Number of Paid Subscriptions
70% Total Marketing Budget
20%
A Large Dental ChainNumber of Appointment grew by
5X Cost per Appointment
79%
A B2B Software Company
Conversion Rate grew from
1.4% to 5.4% (280% )Cost per Conversion
78.4%
An Industrial Equipment Auctioneer
Non-Branded Keyword Conversions
143% Non-Branded Keyword CTR
133%
HOW WE’VE DELIVERED SEM SUCCESSCROSS-INDUSTRY SUCCESS STORIES
SALES NOTE:Highlight based on opportunity’s industry/vertical
5
GET ACTIONSearch Engine Marketing Services
Connect with customers at the moment of relevance, as they conduct searches related to your offer.
WHERE DO YOU CLICK?
4%
15%
1. SEM listings can generate immediate traffic while SEO grows.
2. Leverage SEM to have control of marketing message (Promotions, sales.)
3. Increase brand visibility. Own more Search Engine Results Page real estate.
SALES NOTE:- Top 2-3 ad placement
increases customer engagement potential
Source: Enquiro Research
SEM APPROCH
• Full campaign audit
• Landing page audit
• Identification of potential concerns and quick wins
We diagnose, fix, and optimize your SEM Campaigns
• Monthly reporting
• Performance-based bid management
• Keyword & ad copy optimization
Build
Optimize
• Google analytics set-up
• Competitive keyword development
• Ad copy development
Repair
• A strategy to align campaigns to your business goals.
• Campaign roadmap
• Ad group & keyword segmentation
• Landing page design & testing
• Settings optimization
• Call tracking
• Geo-targeting
8
THE PATH TO IMPROVED ROI
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The Right Keywords
The Right Ad Message
The Right Landing Page
Increased ROI
Ad Group Ad Copy Landing Page
9
Search Engine Account
Campaign
Ad Group
Ad Group
Ad GroupKeyword
Keyword
Keyword
Campaign VW New Cars
Jetta
Passat
Eos2012 Eos
Buy
Eos
Eos
Edmonton
Campaign
INITIAL PROPOSED ACCOUNT STRUCTURE
11
Focus budget on top performing ad groups
Optimize settings, ad copy, landing pages
to decrease cost per conversion
Expand campaigns profitably
AGILE SEM
13
AD COPY: STAND OUT FROM THE REST A HIGHLY COMPETITIVE LANDSCAPE
Screenshot can be customized based on client
Ensure ads stand out & are up to best
practices.
This will help your SEM return on advertising
spend (ROAS).
Create ad copy based on the following
examples:
• Customer segments
• Products and services
• Seasonality
• Marketing campaigns
• Sales and promotions
We can optimize based on:
• Best practices
• Performance
• Market changes
• Unforeseen events
14
50%Of potential sales are lost because users can’t
find the information they need on webpages.
Source: Forrester Research
TURN CLICKS INTO REVENUE
15
5-7sec
Is all it takes to convince post-click visitors that
they are on the right page.
Source: Nielsen Norman Group
TURN CLICKS INTO REVENUE
LANDING PAGESGood Landing Page content example:
1. Clear Copy
Relating to the
Call-to-Action
2. Clear Page Title
Reassuring the
customer they are
on the right page
3. Short-form
4. Clear call to action
1
2
3
4
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LANDING PAGESTURN CLICKS INTO REVENUE
Screenshot can be customized based on client
AUDIT of current landing pages
RECOMMENDATIONS to drive
conversions
WIREFRAME recommendations
(optional)
TURNKEY Landing Page
Management (optional)
18
PERFORMANCE GRAPHSCustomizable performance graphs detail account performance across business metrics; defining account trends over time
KEYWORD & AD COPY PERFORMANCEEasily identify top keywords and top performing ad messaging
CUSTOM REPORTINGKey performance insights, recommendations from account team.
Add-ons include: Top campaigns/Ad Groups, Geographic performance, Facebook Performance
KEY METRICSAt a glance summaries of key performance indicators such as Impressions, Clicks, CPC, CTR, & Conversions
INSIGHTS THAT HELP GROWTHMONTHLY CAMPAIGN REPORTS THAT WE’LL DELIVER
19
WHAT YOU GETMEDIATIVE’S SEM SOLUTION
1 A customized strategy designed to drive consumers to act in accordance with your business objectives.
2 Performance-centric account team: including in-depth keyword research, custom ad copy development, and turnkey performance campaign architecture throughout delivery.
3 Performance-driven Optimization continuous, intensive bid and budget management combined with on-going testing and boost tactics
4 Actionable Reporting & Strategic Consultation get customized performance reports and get direct access your account manager for on-going strategic management
20
SEM PROGRAM FOR CLIENT NAME
Change package based
on client needs
• KEYWORD RESEARCH and Analysis – Size <3,000• ACCOUNT SET-UP and re-structure• AD COPY creation – Up to 300 ads• LANDING PAGE analysis
• Note: This is is a quick snapshot of how the current landing page is impacting SEM results
• A full landing page audit with optimization recommendations can be provided at an extra
• Based on this analysis we may recommend a full landing page audit
• STRATEGY ROADMAP• Aligns to marketing calendar • Outlines key initiatives and defines ownership
(Mediative responsibilities vs. client responsibilities)
• MONTHLY DASHBOARD creation and review• DEDICATED TEAM lead, Lead Strategist and
additional resources• MONTHLY CALL to discuss performance
**Multiple engines, call tracking, display, remarketing, social advertising can be added to the program at an additional cost**
12 MONTH
PROGRAM
Current Ad Spend:
Mgmt Fees: $2,000
SEM LEADS SEM TOUCHPOINT
BRONZE SILVER GOLD PLATINUM
Minimum Spend $250/mth $2000/mth $6,000/mth $13,500/mth $26,000/mth $41,000/mth
Mgmt Fee = % of Spend 25%-35% 25%-35% 11%-15% 11%-16% 11%-16% 11%-16%
Programs 1 1 1 2 3 6
Keyword Basket Size Not Defined <1000 <3,000 <5,000 <15,000 <30,000
Account Calls 0 3 Monthly Monthly Bi-weekly Weekly
Reports Automated Automated Monthly Monthly Weekly Weekly
Access to Campaign Mgr
✔ ✔ ✔ ✔ ✔
Strategic Road-Map ✔ ✔ ✔ ✔
Landing Page Analysis Review Review Review + Audit +A/B Testing
Review + Audit +A/B Testing
Remarketing Add-on Add-on ✔ ✔
Google Display Network Supported
Add-on Add-on ✔ ✔
Conversion Tracking ✔ ✔ ✔ ✔ ✔
Facebook & LinkedIn Add-Ons
✔ ✔
PRODUCT PACKAGESSCALABLE PPC MANAGEMENT SOLUTIONS
INTERNAL USE ONLY
22
INTERNAL
Should include $2k flat rate for bronze & SEM
locations package (3K)
Perhaps include Campaign, Ad group and Ad
Copy limits
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