SMX @ Ad:Tech SF
SEM Campaign Management
Chris Zaharias
VP SearchCenter
czaharias@omniture.com
(415) 832-0089 cell

Agenda
1 SEM Workflow & Time Allocation
Business Goals ► KPIs ► Actions
2
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
2 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Online Business Optimization Product Suite
3 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Start
Key Business Keyword Campaigns & Syndication Bid Analytics &
Match Type Ad Copy
Requirements Research Ad Groups Strategy Optimization Conversion
ROI Beyond Bid reasonable
Contains target
Collect enough
ROAS high off the start
keywords
Broad – bid raw data to draw
Product / Service Separate brand to build exposure
towards lower Start with Google conclusions
Information vs. general and quality score
positions
Top Line Growth
Call to action sells
the click
Actively manage
Divide data by
head keywords in
keyword
Bottom Line their own groups
segments
Efficiency Value proposition & campaigns
Phrase – bid differentiates from
Paid to Organic Separate CPC
towards middle
Head keywords competitors
Keyword Report and CPM
positions
Brand Awareness
Disqualify Manage tail terms
Split test ad copy
irrelevant clicks as a basket
New Product
Introduction
Exact – bid
Traditional
Keyword towards higher
Long Tail phrases Geo-Targeting Relevant/Trusted
Research Tools positions display URL Split test landing
Unique Selling Bid on return
page &
Point Exposure rather than
conversion
position
process
Quality Score
Holiday Rush /
Seasonal Events
Negative – check New categories
Competitive Export successful
actual terms may lose money
Keyword campaigns to
Seasonal terms Segmentation
searched report to grow while
Research Tools other engines Dynamic Keyword
for relevancy others maintain
Market Research Insertion
ROI focus

Return On Effort
1.Manage Campaigns From One System
2.Customize & Automate Bid Management & Reporting
3.Optimize Campaigns From Query Through Conversion
4.Integrate SEM With Other Marketing Programs
5 May 7, 2009
© 2008 Omniture Inc

Agenda
1 SEM Workflow & Time Allocation
Business Goals ► KPIs ► Actions
2
3 Match Type Thoughts & Strategies
4 SEM Industry Metrics & Trends
6 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

► ►
Business Goals KPIs Optimization
• Pre-defined metrics
• Clicks, impressions, Lead Funnel KPIs Mapped to Imported CRM data
click-through-rate
• Return on Ad Spend
• Cost per acquisition
• Define & value custom metrics
• Cart abandonment rates
• Average order value
Clicks
• KPI’s to measure branding, such as
engagement score and time spent
Lead Page
• Integrate with enterprise systems for
deeper insights Online Leads
• Call center conversion rates Completed
• Cross-channel profit margin
Confirmed Sales (CRM)
• Lifetime customer value
7 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Multi-KPI Optimization
• MKPIO and the Tail
• Tail keywords have fewer revenue data points
• Factoring in leading indicator metrics helps manage the tail
• Possible Leading Indicator Metrics
• Cart Add
• Key Page Views
• Checkout Pages 1, 2, 3 etc..
• Product View
• Once Leading Indicator Metrics Are Identified
• Weight Metrics
• Build them into Multi-KPI Bid Rules
8 May 7, 2009
© 2008 Omniture Inc

Examples of Multi-KPI Optimization
• Possible Weighting
• Cart Add * 4
• Key Page Views * 1
• Checkout Page 1 * 10
• Checkout Page 2 * 20
• Checkout Page 3 * 30
• Product View * 2
• Revenue * 10
• Tail Keyword Scenarios
• inspiron 1420 deal – 2 KPVs, 3 PrVs, CA, CP#1
• inspiron 1525 coupon – 1 KPV, 1 PrV, CA, CP#1, CP#2, CP#3, $852
• dell inspiron xps – 15 KPVs, 5 PrVs, 2 CAs
• studio 17 dell laptop – 6 KPVs, 4 PrVs, CA, CP#1, CP#2, CP#3
• xps m1730 - 4 KPVs, 2 PrVs, 2 CA, CP#1, CP#2
9 May 7, 2009
© 2008 Omniture Inc

Agenda
1 SEM Workflow & Time Allocation
Business Goals ► KPIs ► Actions
2
3 Match Types & Multi-channel SEM
4 SEM Industry Metrics & Trends
10 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Match Type Strategies
• ~25% of Broad Match traffic = Exact Match terms in campaign!
• Irrational brand boosting causes this
– let system make ROI decisions
– Don’t give the SE’s an incentive to show a less targeted ad
• Strategies:
• Broad Match is a permanent temporary, especially now
• Negative KW’s needed until BM ROI = EM ROI
• Mine site analytics for negative kw addition (integrated reporting/mgmt)
11 May 7, 2009
Source: Efficient Frontier, Dec 2008
© 2008 Omniture Inc

Search Reacts to Television Advertising
• Client launched new brand (unique keyword) and only launched television
and paid search
• Search reacted in direct proportion to TV GRPs (Gross Rating Points)
• Countless other examples exist of Display, Email and many other channels
driving Search
40,000 600
35,000
500
30,000
400
25,000
C licks
G RP s
20,000 300
15,000
200
10,000
100
5,000
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12 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Measure Across Channels
• Determine which campaigns influence new vs. loyal customers
• Measure the channels that are the most influential
• Discover what drives most cost-effective conversion
13 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Agenda
1 SEM Workflow & Time Allocation
Business Goals ► KPIs ► Actions
2
3 Match Type Thoughts & Strategies
4 Metrics, Trends & Assumptions
14 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Ad Budgets By Engine (March 2009)
Current Month
AdSpend by Engine
Marchex Adhere,
Ask, 1.2%
0.0% Enhance, 0.0%
Ask
Enhance
Google
Search Feed, 0.1%
Yahoo, 20.0% LookSmart
MSN, 3.9% MIVA
MIVA (US), 0.1%
MIVA (US)
MIVA, 0.0%
MSN
Google, 74.6%
Search Feed
Yahoo
LookSmart, 0.1%
Marchex Adhere
15 May 7, 2009
© 2008 Omniture Inc, Confidential & Proprietary

Query Length Trends
• Assumption: the long tail keeps growing
• Finding more keywords is the critical activity
• Broader match types must be used extensively
Reality:
• Long tail now in reverse

• Search as navigation
• Source: OneStat, June 2008
16 May 7, 2009
© 2008 Omniture Inc

Long Tails & Fat Heads
Source: Hitwise blog
17 May 7, 2009
© 2008 Omniture Inc

Assumptions & 2009 Reality
Assumption Reality
The long tail keeps growing Win the head, win the battle
1,001 Things To Do in SEM Return On Effort defines workflow
PPC = traffic management Pre and Post-click Equally Important
Listen to your search engine SE Advice Often Contrary Indicator
18 May 7, 2009
© 2008 Omniture Inc

Thank You
Chris Zaharias
VP SearchCenter
czaharias@omniture.com
(415) 832-0089 cell