The quick way to get noticed Session Agenda Intro to Search Engine Advertising The SEA Process Tactics amp Strategy SEA Metrics Key Concept Search Engine Advertising is a contextual form of advertising which improves ID: 567518
Download Presentation The PPT/PDF document "Search Engine Advertising Operations" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Search Engine Advertising Operations
The quick way to get noticedSlide2
Session Agenda Intro to Search Engine AdvertisingThe SEA Process: Tactics & StrategySEA MetricsSlide3
Key Concept Search Engine Advertising is a contextual form of advertising which improves online content assets visibility in Search Engine Results Pages by placing Text or Image ads
and
Optimizing
the content indexed by the Search EnginesSlide4
Search Engine Text AdsSnippets of text with link prominently displayed in the search results pages of search engines (top page, side of page)
1. User generated search
2. Paid Ads
3. Organic Search Results
Slide5
Typical Usage casesTypically used to promote high priced ticket items: electronics (e-commerce), Software-as-a Service,Travel, Medical Services but also popular with Location Dependent SMBs Slide6
How to advertise?Basic iterative process: Target Audience Identification > Ad creation > Review of Targeting Options > Campaign Launch > Data Accumulation > Analysis & Refinement Slide7
Structure of a CampaignSlide8
Targeting OptionsSearch behaviour (keywords) Time of day/month/yearLocation
Cost Slide9
Keyword Targeting OptionsExact Match: Auto InsurancePhrase Match: Best Auto InsuranceBroad Match: I want to insure my car Slide10
Bid Auctions Slide11
SEA Metrics (operational Clicks - EngagementImpressions - Reach
CTR
(Clicks/Impressions) - Efficiency of Ad Copy(Targeting)
CPC
- Cost Per Click
Quality Score
- Advertiser Performance Metric
Slide12
Conversions - completed goals Value - Gross Profit (no advertising costs included)Net Profit - Profit minus Advertising CostsROAS - Return on Advertising Spend (Needs to be above 1.00 for positive return)
SEA Metrics (performance)Slide13
Simbound SEAIt’s all about the Quality (score).
Tip: Search Online for ‘
A peek inside Simbound's Quality Score Algorithm’
to get insight into the in-game search engine Baigoo Slide14
Simbound SEAFast Fixes for Campaigns
Problem
Suggested Fix
Low amount of Impressions
1
.
Check
average Keyword Search Volume 2.Check CPC bids 3. Add New Keywords Few amount of clicks
1
.
Edit
ad copy (include keywords in text)
2
.
Adjust
CPC bids (higher ad position- more visibility!)
3.
I
ncrease budget
if you are consuming all
your budget every round
Low Conversion Ratio
Check ad +landing page
High CPA/Low
ROAS
1. Check Costs & eliminate unprofitable keywords/ads
2. Try to optimize the customer purchase funnel (ad copy + landing page)Slide15
Simbound SEASlide16
Integration with other channelsNot a standalone channel Integrated with other content assets and/or systems Slide17
Advanced SEA OperationsUse of specialist softwareMultivariate TestingCustom Made Scripts Slide18
Display/Banner AdsBanner images displayed in the advertiser network of websites (e.g. Adsense)Contextual Advertising Privacy IssuesSlide19
Advantages of SEAPerformance based Advertising Model Predictable engagement levelSlide20
Disadvantages of SEAComplex initial setup process Requires constant optimization and fine-tuningRecurring cost element