Paid Search - 10 Commandments of Effective SEM Management

The 10 Commandments of Effective SEM

ManagementPresented by:Jeff Lancaster

Outrider@jefflancaster

About Me

• 13 years in digital marketing• Managing Director of GroupM’s

Outrider – Canada’s leading search consultancy, a WPP company

• Chairman of IAB Canada Search Marketing Council

• Google NA Agency Advisory Board

• @jefflancaster

Jeff Lancaster | Outrider | @jefflancaster

What is Optimization?• Strategic adjustments to

an account to improve performance


The search commandments


Search commandments1. More than 2 though less than 5 ads live at any time2. Always test copy3. Search query report at least once a fortnight4. Broad and phrase must never drive the majority of

your traffic5. Only use broad to find new terms6. Separate your best and worst keywords into separate

campaigns7. Separate campaigns for mobile, local and content8. Test day of week, time of day and geo targeting

options9. Check visibility and budgets every day10.Have a clear optimization plan and stick to it


Ad Copy Optimization• At least 2 but no more than 5 live ads per ad group• Be prepared to react to events in real-time• Integrate messaging with other media• Try and differentiate from the competition• Focus on USP’s, offers, price and savings• Test seasonal messages- time sensitive offers• Include call’s to action• Google Ad Policy• Test and refine


Search Query reports

• Id new terms• Account and campaign negatives• Making other matches more efficient• Problem broad/phrase terms


Broad and Phrase must never drive the majority of your

traffic


Match Type Waterfall – Give priority to Exact Match kws


Separate your Top Performers


Separate campaigns for mobile, local and content


Time of Day OptimizationStrategy: Optimizing spend efficiency using historical time of day conversion dataResult: Lower CPA’s and complete coverage in SERP during the hours that work

Day of Week OptimizationStrategy: Discover the day of week where conversion volume and CPA are most efficient and heavy up budget accordingly.

Result: lower weekly CPA’s and increased

conversions

Test Time of Day, Day of Week


Test Geo Targeting options


Check Budgets daily

• Campaign budgets• Engine checks• Delivery vs. target


Check Visibility daily• Top 10 terms by category: core generic, long tail• Ad copy, Landing page, Rank• Brand term monitoring

• Ad preview tool – top 10 generic & brand• HTTP Watch can show you the redirect journey


Have a plan and stick to it


Thanks!

Questions?

Jeff [email protected]

@jefflancaster

mailto:[email protected]

Documents

Paid Search - 10 Commandments of Effective SEM Management