MCM  LIVE  CONFERENCE&  EXPO  2011

MAY  3,  2011

PRESENTED  BY:

BEN  KIRSHNER,  CEO,  EliteSEM

“SEARCH  STRATEGIES      THAT  WORK  TODAY”

CONNECT  WITH  US  ON  FACEBOOK,  TWITTER,  and  LINKEDIN

Highly  skilled  SEM  master  with  more  than  13  years  experience  guiding  online  markeOng  campaigns  for  mulOnaOonal  corporaOons  &  Fortune  1000  brands  such  as  ideeli,  Tommy  Bahama,  Terminix,  Havaianas  and  Michael  C.  Fina

Serial  entrepreneur  adept  at  growing  start-­‐ups  into  high-­‐growth  companies

InnovaKve  entrepreneur  recognized  in  Inc.  5000  List  of  Fastest  Growing  Private  Companies  in  2010

Respected  thought  leader  featured  in  prominent  news  publicaOons  including  Wall  Street  Journal,  Entrepreneur.com,  BNET,  MediaPost,  Mashable,  New  York  Times,  Internet  Retailer,  MulOchannel  Merchant

Adjunct  Instructor  at  New  York  University

BEN  KIRSHNER

SEM  MASTER,SERIAL  ENTREPRENEUR,

&  THOUGHT  LEADER.

LIFETIME  VALUEOPTIMIZATION01

TOPICSUsing  a  cohort  analysisEstablish  Appropriate  ROI  Goals  For  Customer  AcquisiOon  &  RetenOon

WHAT’S  NEWIN  SEM05Site  LinksProduct  ExtensionsProduct  Ad  LisOngCall  Tracking

ATTRIBUTIONS02Understanding  your  customers  search  pa]ernReport  and  opOmize  off  of  keyword  click  paths

GOOGLEDISPLAY  NETWORK04RetargeOngInterest  Based  TargeOngContextual  TargeOng

MULTI  VARIANT  TARGETING&  OPTIMIZATION03Time  Of  Day  TargeOng  &  OpOmizaOonDay  Of  Week  TargeOng  &  OpOmizaOonGeographic  TargeOng  &  OpOmizaOon

LIFETIME  VALUEOPTIMIZATION01TO

PIC

How  many  of  you  know  how  much  money  you  make  from  your  customers  over  their  life5me?SIMPLE  MATH…

My  FIRST  average  order  revenue  is  $100  ➜ My  average  profit  margin  is  10%

Therefore  my  profit  from  that  order  is  $10.00  

According  to  my  LTV  Report  my  avg  customers  return  8  Kmes  in  3  years  ➜ Customer  Life8me  Value  Analysis:  Customers  Return  an  Average  of  2.67  Times  Per  Year

So  now  I  need  to  ask  myself  how  much  am  I  willing  to  spend  to  make  $80.00  profit?  ➜ What  Am  I  Willing  To  Pay  For  A  Customer  Who  Will  Purchase  Almost  3X  Per  Year?

LIFETIME  VALUEOPTIMIZATION01

DEFINITIONSACTIVITY  QUARTERthe  Ome  period  in  whichpurchases  are  made

FIRST  PURCHASE  QUARTERthe  quarter  in  which  a  customer  made  his  first  purchase.

NEW  CUSTOMER  ACTIVITYrefers  to  the  purchases  made  in  the  enOre  first  purchase  quarter.

REPEAT  CUSTOMER  ACTIVITYpurchases  made  in  quarters  subsequent  to  the  quarter  in  which  a  customer  made  his  first  purchase.

AGEthe  number  of  quarters  (starOng  with  2)  ader  the  first  purchase  quarter.  The  difference  between  the  acOvity  quarter  and  first  purchase  quarter.

COHORTa  group  of  customers  who  made  their  first  purchase  in  the  same  quarter.

LIFETIME  VALUEOPTIMIZATION01 COHORT

TRENDS

LIFETIME  VALUEOPTIMIZATION01REVENUE  TRENDS

COHORTTRENDS

LIFETIME  VALUEOPTIMIZATION01 COHORT

TRENDS SCORECARD

LIFETIME  VALUEOPTIMIZATION01 LIFETIME  VALUE  (LTV)

ANALYSIS

LIFETIME  VALUEOPTIMIZATION01RETENTION  %  (Loyalty)  BY  CUSTOMER  AGE  (yearly  cohorts)

LIFETIME  VALUE  (LTV)ANALYSIS

LIFETIME  VALUEOPTIMIZATION01CUMULATIVE  QUARTERLY  LTV  (REVENUES)  BY  FIRST  PURCHASE  YEAR

LIFETIME  VALUE  (LTV)ANALYSIS

2009  customers  (pink)  have  reached  an  average  of  $200  in  revenues  in  only  5  quarters,  the  first  cohort  to  do  so.

Average  first  quarter  revenues  have  remained  stable  for  the  last  3  years  (at  $83).  Steady  iniOal  quarter  revenues  indicate  that  differences  in  cumulaOve  revenues  are  caused  by  increases  in  repeat  purchases  and  retenOon  rate.

CLICKATTRIBUTION02TOPIC

UNDERSTANDINGyour  customers  search  pa]ern

REPORT  AND  OPTIMIZEoff  of  keyword  click  paths

CLICKATTRIBUTION02

A]ribuOon  will  give  us  the  ability  to  report  &  opOmize  both  manually  and  through  a  bid  mgmt  tool  based  on  the  keyword  funnel.

The  reporOng  will  tell  us  every  keyword  that  is  searched/clicked  on  before  a  sale  is  completed  and  the  final  keyword  searched/clicked  on  that  turns  into  a  “Sale”.

From  there  we  will  report  &  opOmize  in  2  ways,  a  “Lead  or  Order”  will  be  a]ributed  to  the  last  keyword  searched  and  an  “acOon”  will  be  the  equal  weight  a]ributed  to  each  keyword  within  the  funnel.

MODELSEARCH  FUNNELUser  searches  &  clicks  on  ad  for  “Coffee  Online”User  searches  &  clicks  on  adfor  “Single  Cup  Coffee”Then  User  searches  &  clicks  on  adfor  “Discount  single  cup  coffee”Then  User  searches  &  clicks  on  adfor  “coffee  for  less  coupon  code”

RESULTS“coffee  for  less  coupon  code”will  receive  1  “Lead  or  Order”All  4  keywords  will  receive  .25  “AcOons”

EXAMPLE

1st  SEARCH/CLICK  • Single  Cup  Coffee• 8/4  9:44PM• .33  AcOon

2nd  SEARCH/CLICK  • Coffee  pod• 8/4  9:45PM• .33  AcOon

3rd  SEARCH/CLICK  • Coffeeforless• 8/4  9:45PM

SALE  COMPLETED  • 8/24  9:51PM• 1  Order  &  .33  AcOon

USER  21st  SEARCH/CLICK  • coffee  pods• 9/9  8:24PM• .33  AcOon

2nd  SEARCH/CLICK  • coffee  pod  online  prices• 9/9  8:50PM• .33  AcOon

3rd  SEARCH/CLICK  • coffee  pod  free  shipping• 9/9  9:16PM

SALE  COMPLETED  • 9/9  9:20PM• 1  Order  &  .33  AcOon

USER  3

CLICKATTRIBUTION02

1st  SEARCH/CLICK  • Coffee• 8/23  8:21AM• .33  AcOon

2nd  SEARCH/CLICK  • Single  Cup  Coffee• 8/23  7:51PM• .33  AcOon

3rd  SEARCH/CLICK  • CoffeeForLess• 8/25  9:18am

SALE  COMPLETED  • 8/25  9:23AM• 1  Order  &  .33  AcOon

USER  1

MULTI  VARIANT  TARGETING&  OPTIMIZATION03TO

PIC

HERE  IS  MY  CONVERSION  RATE

MULTI  VARIANT  TARGETING&  OPTIMIZATION03

9.25%CONVERSIONRATE

118,554TRANSACTIONS

$77.44AVERAGEORDER  VALUE

524,096PURCHASEDPRODUCTS

why  not  bid  by  TIME  OF  DAY?

MULTI  VARIANT  TARGETING&  OPTIMIZATION03 CONVERSION

RATE

9.25%  Conversion  

Rate

why  not  bid  by  GEO?

MULTI  VARIANT  TARGETING&  OPTIMIZATION03 CONVERSION

RATE

why  not  bid  by  DAY  OF  WEEK?

MULTI  VARIANT  TARGETING&  OPTIMIZATION03 CONVERSION

RATE

Tuesday  and  Thursdaysare  the  best  converOng  days

Saturday  is  the  worstconverOng  day

GOOGLEDISPLAY  NETWORK04TO

PIC

Contextually  Targeted  Campaigns RemarkeKng  Campaigns

Placement  Targeted  Campaigns Mobile  Display  Campaigns

Contextual  and  Placement  TargeOng YouTube  Display  Campaigns

Google  Crawls  Their  En9re  Ad  Network  (Ad  Sense)  

To  Determine  Site  Themes

Adver9ser  Builds  Keyword  Ad  Groups  Based  On  A  Theme  

Example  :  Coffee  Pods

Google  Will  Match    Content  Of  Relevant  

Sites  To  Your  Keyword  Theme  

Example  :CoffeePodReviews.com

Google  Will  Then  Display  Your  Text  And/or  Banner  On  The  Site

Advantages:  Ability  To  Bid  On  CPC  

&  Transparent  Network  With  Ability  

To  Block  Sites

HOW  DOES  REMARKETING  WORK?Target    Previous  Site  Visitors  As  They  Browse  The  Web  (Within  Google  Network)

By  Tagging  Specific  Pages  Of  Your  Site  You  Will  Be  Able  Segment  Customers  By  Their  Behavior

For  OpKmal  TargeKng  Create  An  AdWords  Campaigns  For  Each  Segment  With  Highly  Targeted  Banner  Copy

Advantages  Of  Using  Google  Network  –  CPC  Bidding,  NegaKve  Audiences,  &  Transparent  Network/Block  Sites

COMMON  REMARKETING  EXAMPLESADD  ALL  SITE  VISITORSThe  most  basic  remarkeOng,  put  a  remarkeOng  tag  on  every  page  of  the  site  (easily  done  with  a  standard  footer  or  my  placing  the  pixel  on  your  homepage).  

CATEGORY  SPECIFIC  REMARKETINGCreate  a  remarkeOng  tag  for  each  product  category.    Make  as  many  tags  as  you  have  specific  categories.

Tommy  Bahama‣ Shirts‣ Pants‣Men’s  Swim‣Women’s  Swim‣ Big  &  Tall

SHOPPING  CART  ABANDONMENT  REMARKETINGPlace  tags  on  the  view  shopping  cart  page  but  with  a  negaOve  audience  of  people  who  convert  their  purchases.

TARGET  PEOPLE  WHO  CONVERTED  WITH  UP-­‐SELL/CROSS-­‐SELL  MESSAGINGUsing  your  converted  users  list  you  can  take  advantage  of  that  list  to  deliver  cross-­‐sell  and  up-­‐sell  messaging  ads.    If  you  can  create  product-­‐level  lists  in  order  to  cross  sell  you  can  reach  users  who  converted  for  one  product  with  an  offer  for  another  product.

GOOGLE  CPCREMARKETING

Visitor  Leaves  SiteWith  Product  In  Cart

Visitor  Leaves  SiteACer  Viewing  Coffee  Pods

CUSTOMERVISITS  SITE

PUTS  ITEMS  IN  SHOPPING  CART

BRAND  SPECIFIC  SITE

GENERALSITE

WHAT’S  NEWIN  SEM05TO

PIC

SITE  LINKSPRODUCT  EXTENSIONSPRODUCT  LISTING  ADSGOOGLE  CALL  METRICSENHANCED  HEADLINE  +  DESCRIPTION  LINE  1MOBILE  OPTIONSLOCAL  AD  EXTENSIONSCACR  (CONVERSION  AWARE  CREATIVE  ROTATION)GOOGLE  ADWORDS  RULE  AUTOMATIONGOOGLE  DISPLAY  NETWORK  (GDN)

SITE  LINKS  BRANDED

WHAT’S  NEWIN  SEM05

SITE  LINKS  NON-­‐BRANDED

WHAT’S  NEWIN  SEM05

PRODUCTEXTENSIONS  —  PLUS  BOX

WHAT’S  NEWIN  SEM05

PRODUCT  EXTENSIONS  —  PRODUCT  LIST

WHAT’S  NEWIN  SEM05

PRODUCT  LISTINGS

WHAT’S  NEWIN  SEM05

CALL  METRICS

WHAT’S  NEWIN  SEM05

1 (877) 470 4812

AFTER

ENHANCED  HEADLINEHEADLINE  +  DESCRIPTION  LINE  1

WHAT’S  NEWIN  SEM05

Ini5al  studies  show  an  average  liC  of  5.7%  CTR  for  top  rail  ads  on  Google.com  that  merge  the  headline  with  the  second  line  of  ad  

text.  This  new  look  requires  the  ad  to  both  show  at  one  of  the  top  placements  and  have  a  descrip8on  line  1  ending  in  punctua8on.

BEFORE

CLICK  TO  MOBILE  SITE

CLICK  TO  CALL  ONLY

OPTIONS  Click  To  Call  Only

Click  To  Mobile  Site

Click  To  Call  &  Click  To  Site

LOCAL  AD  EXTENSIONS

Contextually  Targeted  Campaigns

Placement  Targeted  Campaigns

Contextual  and  Placement  TargeOng

RemarkeOng  Campaigns

Mobile  Display  Campaigns

YouTube  Display  Campaigns

Like  User  Campaigns

CONVERSION-­‐AWARECREATIVE  ROTATION  (CACR)

WHAT’S  NEWIN  SEM05

CaCR  adds  a  third  campaign  seong  for  ad  rotaKon  (“OpKmize  for  conversions”)  in  accounts  with  conversion  tracking  enabled.  CaCR  aims  to  maximize  conversions  by  looking  at  CTR  and  conversion  rate  of  each  ad,  rather  than  “OpOmize  for  clicks”,  which  looks  at  only  CTR.  If  there  isn’t  sufficient  conversion  data  to  determine  which  ad  will  provide  the  most  conversions,  ads  will  rotate  using  “OpOmize  for  clicks”  data.

CaCR  works  for  both  Search  and  Display  Campaigns,  and  can  be  selected  under  the  Campaign  Sesngs  of  conversion-­‐tracked  accounts.

WHAT  IS  AUTOMATED  RULESAVAILABLE  FOR?Ad  GroupsAdsKeywordsCampaigns

WHAT  IS  AUTOMATED  RULESNOT  AVAILABLE  FOR?Display  NetworkAd  ExtensionsRemarkeOng

WHAT  IS  AUTOMATED  RULESCREATED  FOR?Based  on  the  Google  documentaOon  around  the  product,  it  is  iniOally  focusing  on  3  types  of  common  changes  that  AdWords  users  regularly  perform  on  their  accounts.

‣ Status  changesPause  an  ad  or  keyword  when  it  has  spent  its  allocated  budget‣ Bid  ChangesRaise  the  bids  to  first  page  es8mated  CPC  when  conversion  rate  drops‣ Budget  ChangesRaise  or  lower  budget  on  a  par8cular  day  of  the  week

READ  MORE

Dynamically  match  searches  to  the  most  relevant  page  without  keywords  –  like  natural  search

Google  Keywordless  AdsBETA

TARGET  WEB  PAGES,  NOT  KEYWORDSSpecify  Pages  To  AdverOse  &  Your  Bid  For  That  PageThen  Create  An  Ad  Text  Template‣Does  Not  Trump  ExisOng  Keywords/Ads  &  Does  Not  Affect  Quality  Score

When  a  Search  is  relevant  to  one  of  your  pages  Google  will  show  a  dynamic  ad  using  your  template

Dynamically  create  a  specific  ad  for  every  search

LINKS/IMAGETEMPLATE

FORM/IMAGETEMPLATE

LINKS/VIDEOTEMPLATE

FORM/VIDEOTEMPLATE

YAHOO  MSN  RICH  ADS  IN  SEARCH

WHAT’S  NEXTAT  ELITE  SEM?WEB  ANALYTICS  iPHONE  APPNONPROFIT  PARTNERSHIPS

Customizable  Analy5cs  Dashboard

Web  Based,  Excel,  Widget  &  IPad

THANK  YOUben@elitesem.com