Search Engine Advertising Operations

Presentation on theme: "Search Engine Advertising Operations"— Presentation transcript:

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