analyzing sem 080811 - craig danuloff - ses san jose

Identify, Analyze, Act: SEM by the Numbers

Fighting For Truthin SEM Analytics

Craig DanuloffCommerce360 Inc.www.clickequations.comwww.clickequations.com/blog

What You’re Up Against

• Invisibility• Deception• Unlimited Power & Resources

Invisibility

• The Start and The End of what you’re measuring are missing– Query– Margin (ROI)

• Every search is a question, every ad is an attempt to answer– Keywords are simply connectors

• ROAS is a ‘feel good’ metric– Don’t take it seriously

Deception• Averages

– Standard Reporting Roll-ups– Avg Position, Avg CPC– Avg Revenues, Profit, ROI

• Accuracy– Statistical Significance– Margin of Error

• Attribution/Allocation– Revenue to Keywords– Expense to Revenue

Unlimited Power & Resources• Huge Data Volumes

– Hundreds of Campaigns, Ad-Groups– Tens-of-thousands of Keywords– More data every day (changing over time) – Massively fluid business environment

• A Change is Not A Test– Test Design– Test Tracking– Scoring Test Results

• Managing Inter-dependency– Every search variable inter-relates– Isolating changes and impacts

How Good Can Triumph Over Evil• De-Cloak ‘em

– Demand search query details – Demand real margin-net Profit-ROI numbers in SEM Analytics

• Keep ‘em honest– Constantly segregate keywords

by performance– Understand revenue & expense

attribution and allocation– Don’t get lied to by statistics

• Use the force– Apply math & statistics

to numeric problems– Make changes with testing

and inter-relations in mind

Match Type Keyword Traps• Prioritize Queries by Match Type

– Exact are most valuable– Phrase are valuable– Broad match is often just farming

• Equalize the ROI– Every conversion is worth the same– So bids should invert conversion rate

• Only works within organization– Narrow ad-groups based on query-ad

relevance– Liberal use of negatives to eliminate losers

and queries belonging elsewhere

– Details Here:– http://www.clickequations.com/blog/category/match-types/

How ClickEquations Delivers Truth

• Full search query details• SKU level margin, net-profit, ROI• Powerful math & statistics• Customizable reports & dashboards• Public template sharing library• Request an invitation at www.clickequations.com