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Slicecast - SEM Measurement Framework

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James Dutton
James Dutton

Presentation of a universal measurement framework for search engine marketing. Note - due to the small font size used in the presentation, this is best viewed in full screen mode.

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Search Engine Marketing A universal framework for measurement & optimisation. August 2007.
Search Engine Marketing / Think Does your current Search Measurement framework work? Where do you start and end with measurement? Are your metrics set? Have you identified the process steps required to create a customer centric communication vehicle? This presentation aims to help you achieve these goals by providing a universal measurement framework for Search Engine Marketing INFO / Some Rights Reserved / 2005-07 Slicecast 2 8-07 SLIDE DATE
Search Engine Marketing / From Search to Purchase In an intensely competitive marketplace it is essential to optimise the entire customer journey not just the click INFO / Some Rights Reserved / 2005-07 Slicecast 3 8-07 SLIDE DATE
Search Engine Marketing / A state of mind Think like this Not like this ? The SERP is a bustling marketplace where you must fight for the attention of your customers; it is not a place for creating a 1-1 relationship. That comes later. INFO / Some Rights Reserved / 2005-07 Slicecast 4 8-07 SLIDE DATE
Search Engine Marketing / Mastering customer intent Met my expectations (clear Didn¡¯t meet my expectations (too much clutter) content, pricing matched ad) ? Understanding customer intent means knowing when, how and why your customers are searching. The landing page is where your relationship begins; poor experience = wasted investment. INFO / Some Rights Reserved / 2005-07 Slicecast 5 8-07 SLIDE DATE
Search Engine Marketing / Bounce rate ? Bounce rate tells us users leave our landing page without exploring more content. Reducing bounce helps to increase confidence in content relevancy. Didn¡¯t meet my expectations (too much clutter) INFO / Some Rights Reserved / 2005-07 Slicecast 6 8-07 SLIDE DATE
Search Engine Marketing / Measurement Framework Search Engine Brand Website SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION ATTENTION BUILDING RELATIONSHIP BUILDING INFO / Some Rights Reserved / 2005-07 Slicecast 7 8-07 SLIDE DATE
Search Engine Marketing / Engine Selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION Using data freely available from Quantcast we can see differences in the AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION profiles of search engine visitors. Knowing your segments will assist with selection of search engines and management of those engines. + + + + - + - + - + - - + + - + INFO / Some Rights Reserved / 2005-07 Slicecast 8 8-07 SLIDE DATE
Search Engine Marketing / Choosing keywords SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION As customer intent changes, so does their choice of keyword. SEM best practice teaches this approach - ensure that your metrics are aligned with this approach to ensure an effective test and control process to match keywords / phrases with customer expectations. CONSIDERATION INTEREST PURCHASE INFO / Some Rights Reserved / 2005-07 Slicecast 9 8-07 SLIDE DATE
Search Engine Marketing / Ad Copy testing SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION With the intense competition for attention on the SERP there is no magic button or formula that determines what ad copy works. The approach required for search copy writing is different from other ad formats - thankfully developing a test matrix is simple provided performance KPI¡¯s have been agreed. INFO / Some Rights Reserved / 2005-07 Slicecast 10 8-07 SLIDE DATE
Search Engine Marketing / Landing page selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Identifying the most effective landing page is vital to the engagement process (without even considering campaign landing pages) there could be dozens of candidates to choose from. Each page will need careful analysis in the selection process. Eg an online store product page might be limiting if that customer is not set on that product Online store category landing page? Online store product landing page? Corporate category landing page? INFO / Some Rights Reserved / 2005-07 Slicecast 11 8-07 SLIDE DATE
Search Engine Marketing / Landing page optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Multivariate testing of hundreds of combinations of a working landing page can yield incredible improvements in site conversion rates from seemingly insignificant changes in creative, copy, images or positioning. If we were to test just 3 versions of each of the 5 content areas highlighted we¡¯d have 243 combinations (35) to analyse. Multivariate testing can analyse all those combinations (full factorial analysis) in a matter of weeks. INFO / Some Rights Reserved / 2005-07 Slicecast 12 8-07 SLIDE DATE
Search Engine Marketing / Conversion optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Once you have overcome the challenges of getting customers to click on your ads and engage with your landing environment your challenge then comes one more typically associated with web analytics - ensuring that your web experiences are aligned with your customer needs Keyword > Conversion Tracking the event funnel metric definitions not conversion funnel A Few Key Cross media attribution Multi click attribution analysis Considerations Final Mile - don¡¯t forget Non standard conversion offline conversion events (visitor intent) INFO / Some Rights Reserved / 2005-07 Slicecast 13 8-07 SLIDE DATE
Search Engine Marketing / Aligning multiple dimensions AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION LP #1 MSN? ONLINE PURCHASE OFFLINE YAHOO? AD #1 PRODUCT Test Cell #1 LP #2 ENGAGEMENT GOOGLE? Test Cell #1 BRANDED MEDIA AD #2 ATTRIBUTION Test Cell #n BAIDU? CATEGORY LP #3 The point? The point is that all of these dimensions interact with each other and ASK? contribute to overall programme success. Your selection criteria at AWARENESS each stage should interact with other stages in the process - integrate thinking. INFO / Some Rights Reserved / 2005-07 Slicecast 14 8-07 SLIDE DATE
Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY ¡°STANDARD¡± CONVERSION ANALYSIS PROCESSES The Final Framework MEDIA MIX CONVERSION CONVERSION Bringing in all of the dimensions discussed we ensure that OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS programme elements are combined into a holistic framework that is centred on the programme goals and allow us to monitor, optimise and improve effectiveness. AWARENESS INTEREST QUALIFICATION ACQUISITION This works because we focus on customer needs not tactical measures like CPC and CTR. IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS INFO / Some Rights Reserved / 2005-07 Slicecast 15 8-07 SLIDE DATE
Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY ¡°STANDARD¡± CONVERSION ANALYSIS PROCESSES MEDIA MIX CONVERSION CONVERSION OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS INFO / Some Rights Reserved / 2005-07 Slicecast 16 8-07 SLIDE DATE
Search Engine Marketing A universal framework for measurement & optimisation. For further information please visit www.slicecast.com James Dutton www.slicecast.com/jamesdutton

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Slicecast - SEM Measurement Framework

  • 1. Search Engine Marketing A universal framework for measurement & optimisation. August 2007.
  • 2. Search Engine Marketing / Think Does your current Search Measurement framework work? Where do you start and end with measurement? Are your metrics set? Have you identified the process steps required to create a customer centric communication vehicle? This presentation aims to help you achieve these goals by providing a universal measurement framework for Search Engine Marketing INFO / Some Rights Reserved / 2005-07 Slicecast 2 8-07 SLIDE DATE
  • 3. Search Engine Marketing / From Search to Purchase In an intensely competitive marketplace it is essential to optimise the entire customer journey not just the click INFO / Some Rights Reserved / 2005-07 Slicecast 3 8-07 SLIDE DATE
  • 4. Search Engine Marketing / A state of mind Think like this Not like this ? The SERP is a bustling marketplace where you must fight for the attention of your customers; it is not a place for creating a 1-1 relationship. That comes later. INFO / Some Rights Reserved / 2005-07 Slicecast 4 8-07 SLIDE DATE
  • 5. Search Engine Marketing / Mastering customer intent Met my expectations (clear Didn¡¯t meet my expectations (too much clutter) content, pricing matched ad) ? Understanding customer intent means knowing when, how and why your customers are searching. The landing page is where your relationship begins; poor experience = wasted investment. INFO / Some Rights Reserved / 2005-07 Slicecast 5 8-07 SLIDE DATE
  • 6. Search Engine Marketing / Bounce rate ? Bounce rate tells us users leave our landing page without exploring more content. Reducing bounce helps to increase confidence in content relevancy. Didn¡¯t meet my expectations (too much clutter) INFO / Some Rights Reserved / 2005-07 Slicecast 6 8-07 SLIDE DATE
  • 7. Search Engine Marketing / Measurement Framework Search Engine Brand Website SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION ATTENTION BUILDING RELATIONSHIP BUILDING INFO / Some Rights Reserved / 2005-07 Slicecast 7 8-07 SLIDE DATE
  • 8. Search Engine Marketing / Engine Selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION Using data freely available from Quantcast we can see differences in the AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION profiles of search engine visitors. Knowing your segments will assist with selection of search engines and management of those engines. + + + + - + - + - + - - + + - + INFO / Some Rights Reserved / 2005-07 Slicecast 8 8-07 SLIDE DATE
  • 9. Search Engine Marketing / Choosing keywords SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION As customer intent changes, so does their choice of keyword. SEM best practice teaches this approach - ensure that your metrics are aligned with this approach to ensure an effective test and control process to match keywords / phrases with customer expectations. CONSIDERATION INTEREST PURCHASE INFO / Some Rights Reserved / 2005-07 Slicecast 9 8-07 SLIDE DATE
  • 10. Search Engine Marketing / Ad Copy testing SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION With the intense competition for attention on the SERP there is no magic button or formula that determines what ad copy works. The approach required for search copy writing is different from other ad formats - thankfully developing a test matrix is simple provided performance KPI¡¯s have been agreed. INFO / Some Rights Reserved / 2005-07 Slicecast 10 8-07 SLIDE DATE
  • 11. Search Engine Marketing / Landing page selection SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Identifying the most effective landing page is vital to the engagement process (without even considering campaign landing pages) there could be dozens of candidates to choose from. Each page will need careful analysis in the selection process. Eg an online store product page might be limiting if that customer is not set on that product Online store category landing page? Online store product landing page? Corporate category landing page? INFO / Some Rights Reserved / 2005-07 Slicecast 11 8-07 SLIDE DATE
  • 12. Search Engine Marketing / Landing page optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Multivariate testing of hundreds of combinations of a working landing page can yield incredible improvements in site conversion rates from seemingly insignificant changes in creative, copy, images or positioning. If we were to test just 3 versions of each of the 5 content areas highlighted we¡¯d have 243 combinations (35) to analyse. Multivariate testing can analyse all those combinations (full factorial analysis) in a matter of weeks. INFO / Some Rights Reserved / 2005-07 Slicecast 12 8-07 SLIDE DATE
  • 13. Search Engine Marketing / Conversion optimisation SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION Once you have overcome the challenges of getting customers to click on your ads and engage with your landing environment your challenge then comes one more typically associated with web analytics - ensuring that your web experiences are aligned with your customer needs Keyword > Conversion Tracking the event funnel metric definitions not conversion funnel A Few Key Cross media attribution Multi click attribution analysis Considerations Final Mile - don¡¯t forget Non standard conversion offline conversion events (visitor intent) INFO / Some Rights Reserved / 2005-07 Slicecast 13 8-07 SLIDE DATE
  • 14. Search Engine Marketing / Aligning multiple dimensions AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION LP #1 MSN? ONLINE PURCHASE OFFLINE YAHOO? AD #1 PRODUCT Test Cell #1 LP #2 ENGAGEMENT GOOGLE? Test Cell #1 BRANDED MEDIA AD #2 ATTRIBUTION Test Cell #n BAIDU? CATEGORY LP #3 The point? The point is that all of these dimensions interact with each other and ASK? contribute to overall programme success. Your selection criteria at AWARENESS each stage should interact with other stages in the process - integrate thinking. INFO / Some Rights Reserved / 2005-07 Slicecast 14 8-07 SLIDE DATE
  • 15. Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY ¡°STANDARD¡± CONVERSION ANALYSIS PROCESSES The Final Framework MEDIA MIX CONVERSION CONVERSION Bringing in all of the dimensions discussed we ensure that OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS programme elements are combined into a holistic framework that is centred on the programme goals and allow us to monitor, optimise and improve effectiveness. AWARENESS INTEREST QUALIFICATION ACQUISITION This works because we focus on customer needs not tactical measures like CPC and CTR. IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS INFO / Some Rights Reserved / 2005-07 Slicecast 15 8-07 SLIDE DATE
  • 16. Search Engine Marketing / Measurement Framework AUDIENCE GROWING THE WEB ANALYTICS EXPERIENCE RELEVANCY MATCH COPY TO CONTENT MANAGEMENT LONG TAIL PROCESSES ANALYSIS SEARCH ENGINE KEYWORD / LANDING PAGE LANDING PAGE CONVERSION AD COPY TESTING SELECTION PHRASE SELECTION OPTIMISATION OPTIMISATION BID / PRICING STRATEGY ¡°STANDARD¡± CONVERSION ANALYSIS PROCESSES MEDIA MIX CONVERSION CONVERSION OFFLINE (DISPLAY / SEARCH) ONLINE ANALYSIS AWARENESS INTEREST QUALIFICATION ACQUISITION IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS INFO / Some Rights Reserved / 2005-07 Slicecast 16 8-07 SLIDE DATE
  • 17. Search Engine Marketing A universal framework for measurement & optimisation. For further information please visit www.slicecast.com James Dutton www.slicecast.com/jamesdutton