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Top 5 SEM Management Mistakes. Miles Olson VP, Customer Engagement SearchForce. THE COST OF MISTAKES. Expected Performance Gain/Loss From. Miles Olson | VP, Customer Engagements [email protected]. TOP 5 MISTAKES. Miles Olson | VP, Customer Engagements [email protected]. - PowerPoint PPT Presentation
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Top 5 SEM Management MistakesMiles Olson
VP, Customer EngagementSearchForce
Miles Olson | VP, Customer Engagements [email protected]
Expected Performance Gain/Loss From. . .
THE COST OF MISTAKES
Miles Olson | VP, Customer Engagements [email protected]
TOP 5 MISTAKES
Mistake #1
Default Campaign Settings
Miles Olson | VP, Customer Engagements [email protected]
Campaign Setting Default Value
Networks: Search Network with Display Select
Locations: United States and Canada
Mobile Bid Adjustment: 0%
Campaign Level Negatives: None
Ad Scheduling: None
Budget Cap: User Defined – Required
Tagging & Tracking: None
Is This What You Want?. . . probably not.
Mistake #1Mistake #1 Default Campaign Settings
Miles Olson | VP, Customer Engagements [email protected]
Campaign Launch Checklist
SolutionSolution Default Campaign Settings
1) Write it down.
2) Get 3rd party to
review.
3) Then launch.
Mistake #2
Conversion Tracking Issues
Miles Olson | VP, Customer Engagements [email protected]
What do you want to achieve with your search advertising dollars?
Lots of ad impressions
Traffic to my website
Car buyer leads
Vehicle sales
Mistake #2Mistake #2 Conversion Tracking Issues
The vast majority of agency-managed
dealer search campaigns are being
optimized for TRAFFIC!
Source: My personal experience
Miles Olson | VP, Customer Engagements [email protected]
Mistake #2Mistake #2 Conversion Tracking Issues
Search Conversion Funnel
Miles Olson | VP, Customer Engagements [email protected]
You Only Get What You Optimize For. . .
Optimizing to maximize traffic will likely result in less leads.
The cheapest clicks are typically driving the lowest quality traffic. e.g. display network, general terms
Optimizing to maximize leads will likely result in less sales.
The cheapest conversions are typically the lowest quality leads. e.g. job seekers, business questions
So, why are agencies and dealerships doing this?
Mistake #2Mistake #2 Conversion Tracking Issues
Miles Olson | VP, Customer Engagements [email protected]
SolutionSolution Conversion Tracking Issues
The most crucial step to improving ROI!
Mistake #3
Poor Keyword Matching
Miles Olson | VP, Customer Engagements [email protected]
Mistake #3Mistake #3 Poor Keyword Matching
Miles Olson | VP, Customer Engagements [email protected]
1. Matching to the wrong searches
2. Matching to the wrong places
Two Types of Keyword Matching Mistakes
Mistake #3Mistake #3 Poor Keyword Matching
Money Wasted
Miles Olson | VP, Customer Engagements [email protected]
Inappropriate MatchSEARCH TERM KEYWORD AD GROUPused semi truck for sale +used +truck +sale Used Trucksused truck bed liners for sale +used +truck +sale Used Trucksused mack mixer trucks for sale +used +truck +sale Used TrucksMisdirected Match SEARCH TERM KEYWORD AD GROUPused ford f250 trucks sale +used +truck +sale Used Truckslexus GX460 suv lexus lx570 suv Lexus LX570used bmw x5 “used bmw” Used BMWused 2014 acura suv +used +suv Used SUVs
Money Poorly Spent
Mistake #3Mistake #3 Poor Keyword Matching
Miles Olson | VP, Customer Engagements [email protected]
Impact on Bid Management
ROI-based bid management assumes a correlation between what users are searching for and conversion behavior (search query & conversion rate).
Example: People searching for a Toyota Prius are more likely to purchase a Toyota Prius than those searching for a Ford F-150.
Due to broad keyword/search term matching, a correlation between search terms and conversion rates may NOT lead to a correlation between keywords and conversion rates!
Example: People searching for a Toyota Prius but matched to a Honda Accord keyword are less likely to purchase an Accord than those searching for an Accord.
Mistake #3Mistake #3 Poor Keyword Matching
Miles Olson | VP, Customer Engagements [email protected]
Mistake #3Mistake #3 Poor Keyword Matching
In both scenarios, $100 was spent on each search term. But in the second scenario, more leads at a lower CPL resulted from directing search terms to match to the most appropriate keyword.
ROI-based bid management does not work without correct keyword matching!
Keyword Search Term Conv Rate Spend Clicks CPC Leads CPLUsed Toyota Prius Used Toyota Prius 5% $ 100.00 100 $ 1.00 5 $ 20.00 Used Toyota Prius Used Car 1% $ 100.00 100 $ 1.00 1 $ 100.00
Totals 3% $ 200.00 200 $ 1.00 6 $ 33.33
Keyword Search Term Conv Rate Spend Clicks CPC Leads CPLUsed Toyota Prius Used Toyota Prius 5% $ 100.00 100 $ 1.00 5 $ 20.00
Used Car Used Car 1% $ 100.00 500 $ 0.20 5 $ 20.00 Totals 2% $ 200.00 600 $ 0.33 10 $ 20.00
Assume we pay exactly what we bid. . .
Allowing different searches to match to the same keyword:
Routing searches to match to the best keyword:
Miles Olson | VP, Customer Engagements [email protected]
1. Review search term reports regularly.
2. Use campaign negatives or shared libraries for inappropriate terms.
3. Use ad group negatives to force correct search term/keyword matches.
4. Leverage match types for more control.
SolutionSolution Poor Keyword Matching
Mistake #4
Shortsighted Budget Management
Miles Olson | VP, Customer Engagements [email protected]
Limited by budget = Overbidding
Mistake #4Mistake #4 Shortsighted Budget Management
Miles Olson | VP, Customer Engagements [email protected]
Mistake #4Mistake #4 Shortsighted Budget Management
Campaign targeting a $50 CPL and hitting budget cap. . .
Cost/Budget Cap CPC Clicks Conv Rate Leads CPL1,000.00$ 2.00$ 500 4% 20 50.00$
Same campaign after lowering bids. . .
Cost/Budget Cap CPC Clicks Conv Rate Leads CPL1,000.00$ 1.60$ 625 4% 25 40.00$ 1,000.00$ 1.25$ 800 4% 32 31.25$
Miles Olson | VP, Customer Engagements [email protected]
1. Lower bids (or target CPL) until budget caps are not being hit.
2. Use Target CPL and bidding to control spend.
3. Develop process to make this easy to manage.
SolutionSolution Shortsighted Budget Management
Mistake #5
Conversion Path Neglect
Miles Olson | VP, Customer Engagements [email protected]
These problems might exist without your knowledge. . .
•Landing on home page•Landing on 404 error page•Landing on incorrect vehicle page•Landing on “no results found” page
Mistake #4Mistake #4 Conversion Path Neglect
Miles Olson | VP, Customer Engagements [email protected]
Mistake #4Mistake #4 Conversion Path Neglect
Searched for ‘used Toyota Prius’ in Austin, TX
Miles Olson | VP, Customer Engagements [email protected]
Mistake #4Mistake #4 Conversion Path Neglect
Searched for ‘used Toyota Prius’ in Austin, TX
Miles Olson | VP, Customer Engagements [email protected]
Mistake #4Mistake #4 Conversion Path Neglect
Searched for ‘used Toyota Prius’ in Austin, TX
Miles Olson | VP, Customer Engagements [email protected]
1. Check to make sure your destination URLs are correct. . . Obviously.
2. Use a software tool to automatically run landing page error reports on a regular basis
SolutionSolution Conversion Path Neglect
Miles Olson | VP, Customer Engagements [email protected]
Things to
check after
the
conference
Things to
check after
the
conference
Contact Info
Full Name:
Company:
Job Title :
Email:
Miles Olson
SearchForce
VP, Customer Engagements
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