Download - Slicecast - SEM Measurement Framework
Search Engine Marketing
A universal framework for measurement & optimisation.
August 2007.
SLIDE 2INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
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
SLIDE 3INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
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
SLIDE 4INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
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.
SLIDE 5INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Mastering customer intent
• 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.
Didn’t meet my expectations(too much clutter)
Met my expectations (clear
content, pricing matched ad)
SLIDE 6INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
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)
SLIDE 7INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Measurement Framework
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
OPTIMISATION
IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION
ATTENTION BUILDING RELATIONSHIP BUILDING
Search Engine Brand Website
AWARENESS ACQUISITIONQUALIFICATIONINTEREST
SLIDE 8INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Engine Selection
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
OPTIMISATIONUsing data freely available from Quantcast we can see differences in the
profiles of search engine visitors. Knowing your segments will assist with
selection of search engines and management of those engines.
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SLIDE 9INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Choosing keywords
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
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
SLIDE 10INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Ad Copy testing
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
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.
SLIDE 11INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Landing page selection
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
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
Corporate category landing page? Online store category landing page? Online store product landing page?
SLIDE 12INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Landing page optimisation
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
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.
SLIDE 13INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Conversion optimisation
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
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
A Few Key
Considerations
Tracking the event funnel
not conversion funnel
Cross media attribution
analysis
Final Mile - don’t forget
offline conversion
Non standard conversion
events (visitor intent)
Multi click attribution
Keyword > Conversion
metric definitions
SLIDE 14INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Aligning multiple dimensions
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
OPTIMISATION
AUDIENCE
MANAGEMENT
GROWING THE
LONG TAILRELEVANCY MATCH COPY TO CONTENT
WEB ANALYTICS
PROCESSES
EXPERIENCE
ANALYSIS
GOOGLE?
YAHOO?
BAIDU?
ASK?
MSN?
BRANDED
CATEGORY
PRODUCT
PURCHASE
AWARENESS
AD #2
AD #1
LP #1
LP #2
LP #3
Test Cell #1
Test Cell #1
Test Cell #n
ONLINE
OFFLINE
ENGAGEMENT
MEDIA
ATTRIBUTION
The point?The point is that all of these dimensions interact with each other and
contribute to overall programme success. Your selection criteria at
each stage should interact with other stages in the process -
integrate thinking.
SLIDE 15INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Measurement Framework
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
OPTIMISATION
AUDIENCE
MANAGEMENT
GROWING THE
LONG TAILRELEVANCY MATCH COPY TO CONTENT
WEB ANALYTICS
PROCESSES
EXPERIENCE
ANALYSIS
AWARENESS ACQUISITIONQUALIFICATIONINTEREST
IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION
“STANDARD” CONVERSION ANALYSIS PROCESSES
MEDIA MIX(DISPLAY / SEARCH)
ANALYSIS
ON
LIN
E
CO
NV
ER
SIO
N
OF
FL
INE
CO
NV
ER
SIO
N
BID / PRICING STRATEGY
INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS
The Final Framework
Bringing in all of the dimensions discussed we ensure that
programme elements are combined into a holistic framework
that is centred on the programme goals and allow us to monitor,
optimise and improve effectiveness.
This works because we focus on customer needs not tactical
measures like CPC and CTR.
SLIDE 16INFO / Some Rights Reserved / 2005-07 Slicecast
DATE 8-07
Search Engine Marketing / Measurement Framework
SEARCH ENGINE
SELECTION
KEYWORD /
PHRASEAD COPY TESTING
LANDING PAGE
SELECTION
LANDING PAGE
OPTIMISATION
CONVERSION
OPTIMISATION
AUDIENCE
MANAGEMENT
GROWING THE
LONG TAILRELEVANCY MATCH COPY TO CONTENT
WEB ANALYTICS
PROCESSES
EXPERIENCE
ANALYSIS
AWARENESS ACQUISITIONQUALIFICATIONINTEREST
IMPRESSION CONSIDERATION RESPONSE ACTION CONVERSION
“STANDARD” CONVERSION ANALYSIS PROCESSES
MEDIA MIX(DISPLAY / SEARCH)
ANALYSIS
ON
LIN
E
CO
NV
ER
SIO
N
OF
FL
INE
CO
NV
ER
SIO
N
BID / PRICING STRATEGY
INCREASING COMPLEXITY (AND VALUE) OF ANALYTICS
Search Engine Marketing
A universal framework for measurement & optimisation.
For further information please visit www.slicecast.com
James Dutton www.slicecast.com/jamesdutton