Search Dynamics 2014 - "Search Engine Marketing Beyond Adwords", by Vivek Singh, VP, Marketing & Analytics, FirstCry.com

SEARCH ENGINE MARKETING
BEYOND ADWORDS
Beginning where Adwords ends
a collection of 2 short stories
Vivek Singh

The Negative Keyword Tool I didn’t
buy
Short Story 1
(and why?)

The Proposition
Filter Negative Keywords Save money

THE TOOL WOULD AUTOMATICALLY
to
Why didn’t I take it then
was as clear and promising as it could get
3Vivek Singh | Search DynamicsJun 20th, 2014

because…
The tool like many-many other optimizations methods
was failing 99%
Let’s see why…

A typical Adwords account
looks like this

Problem: Statistical Significance
You can’t judge most of your keywords
‘coz you don’t have enough data to prove whether they’re good or bad
“I’m Innocent!”, said the keyword

The Solution
Doesn’t exist anywhere in Adwords
And such is the situation when you attempt ad level / ad group /
campaign / search query / placement and other optimizations.

Enter ………..
(or any other web analytics platform you use)
There is a lot more optimization data sitting here
How to use it?

1. Set Up Intermediate Goals
In addition to ecommerce tracking or conversion
tracking, set up dozens of other goals
Goals which tell you that a good act, even if not the
conversion, has been accomplished.
Assign a value to each of these goals

1. Set Up Intermediate Goals
Consider achievement of any of these goals as a
plus point for the keyword/ adgroup/ campaign / ad
You have 10x more data to base your decision on.
A keyword with 10 clicks, no conversion but 5 Add-to-Carts, is worth spending
another 10 clicks on.
With more goals, there is more data for decision

2. Study Site Consumption
Immediately available within Google Analytics
Bounce Rate | Pages Viewed | Time Spent
If a keyword has just 20 clicks, and no conversions,
their bounce rate and time spent can still tell you a lot.
Many keywords start showing you their true nature

Moral of Story
Use Google Adwords for creating campaigns.
Google Analytics for optimization data.
 Set up Goals for each good action on the site
 Assign value to them
 Judge campaign on this cumulative score
Advertisers – Give your agency the GA access

All Conversions Are Not Equal
Short Story 2

Once Upon a Time
There was a classifieds business heavy on
acquiring leads.
In the temple of marketing,
Number of Leads acquired & Cost per Lead
were the only Gods to worship.

However
a few months later the portal discovered
Not all kind of leads could be
monetized.

Let’s compare two campaigns…
To most SEM experts, Campaign 1 is the horse to bet their money on.
And that’s what happens, most of the times.
However, let’s look at some more data.
Conversions
Cost Per
Conversion
Campaign 1 100 100 Rs.
Campaign 2 100 150 Rs.

When more info is added…
The long term success of the business matters.
And hence does the Long Term Value of your acquisitions.
But no such information exists within Adwords.
Conversions
Cost Per
Conversio
n
Average Sale
Value
Repeats in
Future
Campaign 1 100 100 Rs. 1000 Rs. 1 repeat
Campaign 2 100 150 Rs. 2000 Rs. 4 repeats

Enter Data Analytics.
(hard core, deep, heavy data analytics)
It tells you if you are feeding the business good
acquisitions.

1. Health Metrics
For ecommerce portals
Basket Value, Repeat Rate, Resulting Margins, Longevity of the customer
For Classifieds portals
Login Rate, application rate, conversion to premium, monetization
potential.
…and so for others…
Study how your campaigns fare on these and assign
conversion allowances accordingly.

2. Integrate with Adwords Data
By saving campaign parameters in your database
OR
Through passing the health parameters into Google
Analytics
Make the data available to your Search Team.
Calculate Health Score of your campaigns and set
conversion cost benchmarks accordingly.

Moral of the Story
Use Analytics more than the Analytics department
 Hire an analytics champion within your marketing team
 Integrate Adwords, Analytics and database values
 Optimize basis this combined data now

BEYOND ADWORDS
These two stories are just the tip of the iceberg.
A few thought starters…
 There are loyal users who come to your site everyday through your
newsletter for free. Do you bid CPCs on them even otherwise? Should you?
 Do you bid on all devices or all geographies or all hours equally? They
perform differently.
 Do you bid on your buyers and non-buyers equally?
… and the list is really endless …

BEYOND ADWORDS
By making your teams / agencies more comprehensive in their
approach, significantly more can be accomplished.
 Give them the data, tools and accesses
 Demand more than daily performance reports
 Build Analytics expertise within your team
Urge them to go BEYOND ADWORDS.

BEYOND ADWORDS
Thanks!
Will love to hear from you.
vivek.firstcry@gmail.com

Search Dynamics 2014 - "Search Engine Marketing Beyond Adwords", by Vivek Singh, VP, Marketing & Analytics, FirstCry.com

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Search Dynamics 2014 - "Search Engine Marketing Beyond Adwords", by Vivek Singh, VP, Marketing & Analytics, FirstCry.com