slicecast - sem measurement framework

Search Engine Marketing

A universal framework for measurement & optimisation.

August 2007.

INFO / 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


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


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.


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)


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)


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


DATE 8-07

Search Engine Marketing / Engine Selection

SEARCH ENGINE

SELECTION

KEYWORD /


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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DATE 8-07

Search Engine Marketing / Choosing keywords

SEARCH ENGINE

SELECTION

KEYWORD /


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


DATE 8-07

Search Engine Marketing / Ad Copy testing

SEARCH ENGINE

SELECTION

KEYWORD /


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.


DATE 8-07

Search Engine Marketing / Landing page selection

SEARCH ENGINE

SELECTION

KEYWORD /


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?


DATE 8-07

Search Engine Marketing / Landing page optimisation

SEARCH ENGINE

SELECTION

KEYWORD /


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.


DATE 8-07

Search Engine Marketing / Conversion optimisation

SEARCH ENGINE

SELECTION

KEYWORD /


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


DATE 8-07

Search Engine Marketing / Aligning multiple dimensions

SEARCH ENGINE

SELECTION

KEYWORD /


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.


DATE 8-07


SEARCH ENGINE

SELECTION

KEYWORD /


LANDING PAGE

SELECTION

LANDING PAGE

OPTIMISATION

CONVERSION

OPTIMISATION

AUDIENCE

MANAGEMENT

GROWING THE


WEB ANALYTICS

PROCESSES

EXPERIENCE

ANALYSIS



“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.


DATE 8-07


SEARCH ENGINE

SELECTION

KEYWORD /


LANDING PAGE

SELECTION

LANDING PAGE

OPTIMISATION

CONVERSION

OPTIMISATION

AUDIENCE

MANAGEMENT

GROWING THE


WEB ANALYTICS

PROCESSES

EXPERIENCE

ANALYSIS



“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

slicecast - sem measurement framework

Business

effective landing page

working landing page

landing page withoutexploring

slide date

search copy writing

searchengine marketing

online store product

determineswhat ad copy