Search Engine Marketing report and recommendation for ReliableGroup.com. Analysis of keyword, placement, bidding and channel strategy on Google Adwords. Proposed next step for the website to improve lead generation efficiency.
4. Company: Reliable Group
● Custom web & mobile
application development
○ B2B & Enterprise
○ High quality at
intermediate cost
● IT Consulting & Staffing
● Client special needs
○ Focus on NYC region
○ No game development
○ First paid advertising effort in 44
years
5. Campaign Strategy:
Divide & Conquer
● Campaign goal
○ Lead generation
● 16 different services
○ 3 services per team
member
● Search & Display
campaigns
○ Landing pages -
individual services
6. KPIs:
Impressions, Clicks, CTR and CPC
● Impressions
○ Indicator of eyeballs
○ The right keywords and placement?
● Clicks
○ Indicator of results
○ Web site was not designed for lead generation
■ More accurate in gauging performance
● Click-Through-Rate
○ Indicator of efficiency
○ Assess our ad copy and segmentation
● Avg.CPC
○ Indicator of profitability
○ Limited historical data as to average profit per lead
■ Revenue ranges from $20,000 - $1,000,000
12. Key Results: Kara
July and August saw the most action
overall.
Search did not perform well in
relation to Display.
In July, Display reached 2.65% CTR
with 13,408 impressions.
In August, Display CTR decreased a
bit reaching 2.61% CTR with 4,680
impressions.
23. Key Learnings: Shiyu
● Use search query report to improve keyword’s quality score and adjust Max. CPC bid timely to
get ads to appear on the first page.
● Including keywords in the ad text is significant to attract customers’ attention. When customers
see keywords in the ad text, they will know that our ads relate to their search.
● Adding call extension can improve ad rank and help campaign perform better
● For display campaign, it is important to target multiple placements with the subjects that our
customers may be interested in. So we can use topic targeting to place our ads on those
website pages to generate impression and reach a broad audience quickly.
● Display ads that were placed in mobile apps got more clicks than those were placed on web
pages.
24. Key Results: Ivy
Campaign Overview
●
● Display ads generate more impression and clicks than search ads.
29. Key Learnings: Ivy
● Including keywords in ad text to make it more relevant to the services and capitalize every
word in the ads to make it more noticeable showed a quite effective result in optimizing the
campaign.
● Adding Site Link Extensions, Call Extensions, Call Out Extensions could optimize the
campaign result.
● Running a Search Term Report to see what keywords people are searching for and
triggering the ad and making sure to add irrelevant keywords in the report as negative
could increase the results both for the Search Side and Display Side.
● Including Dynamic keyword insertion in the campaign by using {KeyWord:xxx} allows you
to show searchers a more relevant ad, as the ad is dynamically updated to include the user's
search query.
30. Key Results: JC
● Display ads generate more impressions and clicks than search ads.
35. Key Learnings: Day of Week Analysis
Summary:
● To increase campaign’s overall impressions and clicks should not only
focus on the impressions data of previous weeks, but also focus on the
CTR.
● “Day of week” report is a useful tool to allocate budget, thus optimizing the
performance of the campaign.
● Eliminating the placements that aren’t relevant to the content of the
website is a great way to decrease impressions, thus increase CTR.
42. Key Learnings: Run Placement Performance Reports
& Demographic Targeting
Summary:
● Placement report helps identify which placements attract the target to the
site. To better increase the CTR, which is fewer impressions, more clicks,
the placements that didn’t drive traffic to the site should be eliminated and
instead adding more related ones.
● Demographics report helps identify which groups of people tend to visit the
site. Changing age range based on the report helps to target the ideal
audience more specifically.
44. Key Learnings: Keywords
Summary:
● Constantly checking the performance of the keywords is very
necessary. Eliminating the keywords that don’t drive traffic to the site
is a good practice. The keywords captured lots of impressions or had
high bounce rate are the ones should be eliminated.
● Google recommended keywords and thinking as a customers are two
ways to add new keywords ideas.
● One thing about the search campaign is that the budget is limited, and
the keywords are expensive.
45. Key Results: James
● Display performed better due to high CPC in keywords
○ Keywords are competitive
46. Key Results: James Search
● Ad Extensions (7/6)
○ Sitelinks, callouts
○ More impressions, higher CTR
● Search Query Analysis
(6/29)
○ Included more
negatives
● Ad copy analysis
(7/13-7/20)
○ DKI performed
best
47. Key Results: James Display
● Day of the week analysis
(6/29)
○ +20% on Mon & Tues
○ -20% on Fri & Sat
● Placement exclusion (7/6-7/13)
○ Many impressions in game app
■ CTR did not improve as
expected
● Mobile Bid
Adjustment (7/20)
○ +10% on
mobile
48. Key Learnings: James
● Use Extensions as much
as possible
○ Conversions from
sitelinks
○ High CTR for
callouts
50. Next Steps: Landing page optimization
and SEO Audit
● Dedicated landing pages for SEM
campaigns
○ One-pager
○ Information/Ad copy + Form
● SEO Audit Checklist
○ Title tag
■ Web+Mobile Application | Custom
Development | Reliable Group
○ Meta description
■ Differentiated marketing messages
for each page
51. Secrets to SEM Success:
WIN the SEM race!
● What is your goal?
● Imagine yourself as the searcher
● Never stop testing
● Segment your audience. And again!
● Explore all your options
● Move with the trend, quickly!