SEM integration with marketing strategy. A short guide for the managers that need to use both, ATL and SEM, to reach their objectives

1. How to Integrate SEM in your Marketing Strategy

2. WE WILL
• Ask some questions
• Discuss
• Not forget SEM is just another means to
get a message to our target
• Get to know each other
• Be inspired

3. Someone told you someday to come up with
a marketing strategy that will include SEM

4. The internet is full of things. Let’s do what
others do.
GUESS!

5. WRONG!
Deciding how SEM might work out for you is
about “bits and pieces”
So, we asked some managers to ask us some
questions about the “bits and pieces” of SEM

6. 9 QUESTIONS

7. 1 IS IT WORKING FOR ME?

8. • Statistics say that
50% of online sales
is brought by SEM
• The same way any
media does: it brings
AWARENESS and
EVALUATION
• Study developed by
Econsultancy

9. Data taken with respect from Econsultancy study

10. Your marketing strategy is and will be improvable.
So is your marketing mix.
Use your creativity to see what might bring you!

11. 2 HOW WILL THIS WORK FOR ME?

12. It is an investment. Consider the risks.
(search is dynamic; there is no 100%
prediction; SEO has long time results)

13. You have a monetizing plan. Correlate with
online data estimations. See where your
margin is. See if it will work on long term.
See if it will sustain itself.

14. Average Margin PPC
No margin SEO
No margin PPC
High margin SEO

15. Start with figures! If it doesn’t work out, try changing
variables.

16. 3 HOW MUCH SHOULD I INVEST?

17. A recent study by Econsultancy revealed
that:
– 24% is invested on Paid Search
– 18% is invested on SEO
€ 42%
SEM

18. - Total value
- Other marketing
investments
- DDLines
- The life cycle
- The potential
- Cheap/ Expensive
- Aggressive/ Weak
Bidding
- Range of products
- Selling mechanism

19. Maybe, an investment model will help. Ex
for PPC.

20. Total Break Even Value =
Fixed Costs/[Unit Selling Price – Unit Variable Cost]
Fixed cost (rent, fees) – 1000 Euro
Unit selling – 100 Euro
Unit variable cost (cost in PPC) – 50Euro
TBEV = 1000/[100-50]; TBEV = 20
You need to make 20 sales in order to break even.
Other 20 sales will get you 1000 Euro. Now try to scale. And get your
budget.

21. Don’t get stuck in one figure. Try and than scale.

22. 4 WHAT DO I GET FROM IT?

23. (help question)
Do I have a conversion mechanism?
(Discussion: Car seller. Owns a site. Tries to convert)
Do I have traffic converters?
(call-to-action, landing pages, content, lead
nurturing, analytics)

24. A sales channel with:
- Predictive fixed and variable costs
- Predictive results
- Improvable performance
- Immediate results with paid search/ long
term results with SEO

25. 5 HOW DO I CORRELATE SEM WITH
REST OF ONLINE?

26. Forget
targets. Think
Radar. And
you will
understand
the digital
connections
and paths.
Entertain
Connect
Inform
CONVERT

27. Attribution Model

28. A calculation model, based on attribution:
- Each channel in your marketing strategy has a contribution for
delivering a lead/ sale
- Depending on the participation, each channel receives a
score. (ex: if PPC and Social Media delivered 1 lead, each
one receives 5 points out of maximum 10. if only PPC
delivered 1 lead, it receives 10 points).
- Add all points for each channel and dividing it by total no. of
points
- You get the share of importance for each channel.

29. Try more than one model. Usually helps to check
your mix vs real world.

30. 6 HOW DO I CORRELATE SEM WITH
ATL?

31. Basically, it’s a matter of mixing TV and
SEM.
1st – Reach light TV users
2nd – Incremental Reach

32. 2nd – Reach

33. There is no common measurement tool in RO (for
the moment), so, it will make it more difficult for you.
A post campaign research might help.

34. 7 SHOULD I SPLIT SEO AND PAID
SEARCH?

35. No
They should work together and complement
themselves.
Allocate budget for both. Take the most
effective approach depending on your
status.

36. Try think like: commercial words vs. info words

37. 8 HOW CAN I KEEP TRACK OF IT?

38. 1st Web Analytics Tracking
2nd Define KPIs
Based on your web analytics, you will only get
a set of figures (goals).
In order to understand the business
meaning, these goals will be the base for KPI

39. 2nd Define KPIs
Ex:
- Behaviour KPI
- Visits, Interactivity (no of visitors that take an action/ total no of
visitor), Conversion
- Attitude KPI
- Favorability, loyalty
- Cost KPI
- Cost per lead, cost per action, cost per lead in SEO, cost per
lead in paid search

40. Don’t get stuck in tones of data. Ask/ create reports
that are useful.

41. 9 WHAT DO I NEED TO GET IT STARTED?

42. A strategy
Infrastructure: site, sales mechanic, call
center, CRM, data base
SEO & PPC team
Access on tracking & optimization tools

43. And determination. And some professionals.

44. 10 OTHER QUESTIONS?

45. THX!
Cosmin.nastasa@8team.ro | @cosminn | cosminnastasa.ro

46. • Data taken with courtesy from:
– www.econsultancy .com
– www.daverubino.com
– www.3qdigital.com
– www.senkailabs.com
– www.google.com/think – think insights