2. Web.com Paid SEM Overview
+ Managed over 40,000 paid SEM campaigns since 2006
+ Currently managing $560,000 in SEM campaigns for 5,000 SMB’s
+ Target SMB’s under standard YP headings
+ Proprietary API and SEM campaign management tools
+ We advertise only on Tier 1 Search Engines and their search networks
+ Web.com does not use ad copy templates – All ad copy is 100% customized to the
website
+ Campaigns managed by Certified Google Advertising Professionals
+ 13 SEM campaign managers
+ Dedicated campaign manager for Berry customers (Mike Tokarcik)
• Responds to Berry Budget Requests
• Interfaces with Berry on escalations/campaign special requests
• Responsible for overall metrics/success of Berry SEM campaigns
3. What We Do
+ Website Review and Research
• Services reviewed
• Individual Ads created for separate services pages
+ Keyword selection
• Chosen based on relevance to the website matching the advertiser’s products &
services
• Google Quality Score is monitored
+ Write Ad Copy
• Keywords specific to ads
• Ads linked to landing pages within site
• Phone number included in ad
• Word variations
+ Campaign Management
• Monitored for performance (meeting budget targets, providing value through
leads).
• Campaigns optimized daily/weekly/monthly based on results.
4. Targeting
+ Local (IP) Targeting (where is the computer?)
o We use our partners’ (Google, Yahoo!, etc.) technology to target
computers in the customers service area.
o We publish our customers’ listings with their “category” keywords
(e.g. “plumber”) and then designate computers in which metro area
we want the ads to appear on
+ National Targeting (what did the user type?):
o We publish ads using the customer’s 10 best geographic
descriptors, combined with all the category Keywords.
o For example, if a plumber in Washington DC wanted to service
Washington DC and Arlington, we would run KWs like Washington
DC Plumber, Washington DC Drain Cleaning, Arlington VA Plumber,
Arlington VA Drain Cleaning
5. SERP – Sponsored Ads
Result includes Google Site Links
Where Ads Appear
9. • Hundreds of Categories
• Keyword Library
Hundreds of thousands of keywords
Includes negatives
• Geo modifier library for each DMA
• Keywords are thematically grouped
Efficient campaign implementation
• Complete customization available
Match types (Broad, Phrase, Exact)
Custom bidding by keyword
Industry-Leading Keyword Management
10. Our Experts Write All of the Ad Copy
+ Average campaign has 8 - 20 Ad Groups
• AdGroups target customer specialties
• Custom written, conversion oriented ad copy
• Highly specific keywords combined with geo modifiers
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11. Budget Pacing
+ Budget Is Paced to Spend Evenly Throughout Month
+ We divide the budget target spend amount by the number of days in
the budget cycle and attempt to spend that amount each day
+ Each morning we recalculate the daily target spend amount based
on the total amount spent so far during that budget cycle
+ Example
• Target spend = $900; 30-day cycle
o Day 1 spend target = $30
o Day 1 actual spend = $20
o Day 2 spend target = ($900 - $20)/29 = $30.34, or =(monthly target $ - $
spend to date)/remaining days in cycle
+ Rollover Budget: Target budget spend that is not spent during a cycle
is added to the next budget cycle
12. Allocating Budget
+ The greatest spend volume typically comes from Google (80%),
Yahoo (15%), and then MSN (5%)
+ Typical starting budget allocation:
+ 60% Google; 20% Yahoo; 20% MSN
+ We can reallocate budgets form one platform to another if needed
+ We an eliminate a platform entirely if a customer prefers or for the
lowest budgets ($500 and less)
13. What Drives Results?
+ Campaign Managers are $ incentivized to hit goals/improve
performance MOM
+ Three goals with each campaign:
• Provide ROI by focusing on click to action conversion rate
• Improve metrics month over month ($CPA and Conversion %)
• Fulfill budget spend target – meet contract SLA
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Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10
Spend% 18% 60% 53% 54% 71% 61% 66%
Conv% 7.14% 3.03% 6.66% 8.77% 9.13% 9.65% 11.90%
$CPA $45.98 $69.42 $48.57 $41.84 $40.61 $36.98 $31.44
14. Sample Success Stories
A & A Recycling/$350
DMA-Cincinnati
23.33% Conversion Rate
16.79% CTR
Avg. Position 1.3
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A Limousine Associates/$1000
DMA-Cincinnati
29.41% Conversion Rate
4.04% CTR
Avg. Position 2.1
Accel Party Rentals & Design/$500
DMA-Honolulu
52% Conversion Rate
17.53% CTR
Avg. Position 1.8
