Performance Media : SEM WE HAVE THE KEYS. THE KEYWORDS, THE KEY CONTENT AND THE KEY PLACEMENTS
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Transcript of Performance Media : SEM WE HAVE THE KEYS. THE KEYWORDS, THE KEY CONTENT AND THE KEY PLACEMENTS
Performance Media: SEM WE HAVE THE KEYS. THE KEYWORDS, THE KEY CONTENT AND THE KEY PLACEMENTS.
SEARCH ENGINE MARKETING (SEM)Why Work With Us: Cross-Industry Success StoriesUnderstanding Searchers & CustomersOur Approach to Search MarketingCompetitive PositionOur TechnologyData Driven MarketingYour Customized SEM Program
WHO WE WORK WITHmediative.com3AdvertiserImpact on BusinessMarketing ImpactA Larger Industrial Equipment SupplierIncreased Total Revenue by16,340% Cost per Conversion67% A SaaS Provider (B2C & B2B)Number of Paid Subscriptions70% Total Marketing Budget20% A Large Dental ChainNumber of Appointment grew by5X Cost per Appointment79% A B2B Software CompanyConversion Rate grew from1.4% to 5.4% (280% )Cost per Conversion78.4% An Industrial Equipment AuctioneerNon-Branded Keyword Conversions143% Non-Branded Keyword CTR133% HOW WEVE DELIVERED SEM SUCCESSCROSS-INDUSTRY SUCCESS STORIES 4SALES NOTE:Highlight based on opportunitys industry/vertical5GET ACTIONSearch Engine Marketing ServicesConnect with customers at the moment of relevance, as they conduct searches related to your offer.
WHERE DO YOU CLICK?4%15%SEM listings can generate immediate traffic while SEO grows.
Leverage SEM to have control of marketing message (Promotions, sales.)
Increase brand visibility. Own more Search Engine Results Page real estate.
SALES NOTE:Top 2-3 ad placement increases customer engagement potentialSource: Enquiro ResearchPrompter to go to live search and engage audience: what is YOUR search behavior? Do you go past the first page?6SEM APPROCHFull campaign auditLanding page auditIdentification of potential concerns and quick winsWe diagnose, fix, and optimize your SEM CampaignsMonthly reportingPerformance-based bid managementKeyword & ad copy optimizationBuildOptimizeGoogle analytics set-upCompetitive keyword developmentAd copy development
RepairA strategy to align campaigns to your business goals.Campaign roadmapAd group & keyword segmentationLanding page design & testingSettings optimizationCall trackingGeo-targeting7SALES NOTE: Top 2 and 3 Ad Placement Position Increases Customer Engagement Potential8THE PATH TO IMPROVED ROI
The Right KeywordsThe Right Ad MessageThe Right Landing PageIncreased ROIAd GroupAd CopyLanding PageSALES NOTE:By matching highly relevant ad copy and landing pages to the keywords we will increase conversions and decrease cost per conversionQuality score takes care of itself
89INITIAL PROPOSED ACCOUNT STRUCTURESALES NOTE:Customize to the clients needsBudget is set at each campaign levelAd copy and landing pages are assigned to ad groupsBuild focused ad groups
9GETTING THE FOUNDATION RIGHT1011
Focus budget on top performing ad groupsOptimize settings, ad copy, landing pages to decrease cost per conversionExpand campaigns profitably AGILE SEMSALES NOTE:We will use KPIs, goals and performance to drive discussions on how to collaboratively adjust our SEM efforts.Bid rulesBudget allocationCampaign focus
Performance-Based Bid Management12AGILE SEMSALES NOTE:We will use KPIs, goals and performance to drive discussions on how to collaboratively adjust our SEM efforts.Bid rulesBudget allocationCampaign focus
1213AD COPY: STAND OUT FROM THE REST A HIGHLY COMPETITIVE LANDSCAPE
Screenshot can be customized based on clientEnsure ads stand out & are up to best practices.
This will help your SEM return on advertising spend (ROAS).
Create ad copy based on the following examples:Customer segmentsProducts and servicesSeasonalityMarketing campaignsSales and promotions
We can optimize based on:Best practicesPerformanceMarket changesUnforeseen eventsSALES NOTE:Keyword relevance is important. See the Air Canada ad vs. the better optimized Cheap Flights ad. Google bolds the use of keywords in ad copy Note: Brand credibility impacts results. Less established brands really need to work to see results.Ad copy up to best practicesStrong marketing overall is needed Use of numbers (ex: 50% off) can help an ad stand out as well.
131450%Of potential sales are lost because users cant find the information they need on webpages.Source: Forrester ResearchTURN CLICKS INTO REVENUESALES NOTE:Next 2 slides are meant to illustrate that SEM is just one step in driving digital business for our clients
14155-7secIs all it takes to convince post-click visitors that they are on the right page.Source: Nielsen Norman GroupTURN CLICKS INTO REVENUELANDING PAGESGood Landing Page content example:
Clear Copy Relating to the Call-to-Action
Clear Page Title Reassuring the customer they are on the right page
Clear call to action
1234SALES NOTE:SEM will help drive qualified traffic Good landing pages will help turn traffic into customers
1617LANDING PAGESTURN CLICKS INTO REVENUE
Screenshot can be customized based on client
AUDIT of current landing pagesRECOMMENDATIONS to drive conversionsWIREFRAME recommendations (optional)TURNKEY Landing Page Management (optional)SALES NOTE:Mediative can help design & build relevant landing pages that will convert more customers
PERFORMANCE GRAPHSCustomizable performance graphs detail account performance across business metrics; defining account trends over timeKEYWORD & AD COPY PERFORMANCEEasily identify top keywords and top performing ad messagingCUSTOM REPORTINGKey performance insights, recommendations from account team.
Add-ons include: Top campaigns/Ad Groups, Geographic performance, Facebook PerformanceKEY METRICSAt a glance summaries of key performance indicators such as Impressions, Clicks, CPC, CTR, & ConversionsINSIGHTS THAT HELP GROWTHMONTHLY CAMPAIGN REPORTS THAT WELL DELIVER18WHAT YOU GETMEDIATIVES SEM SOLUTION1A customized strategy designed to drive consumers to act in accordance with your business objectives.2Performance-centric account team: including in-depth keyword research, custom ad copy development, and turnkey performance campaign architecture throughout delivery.3Performance-driven Optimization continuous, intensive bid and budget management combined with on-going testing and boost tactics4Actionable Reporting & Strategic Consultation get customized performance reports and get direct access your account manager for on-going strategic management
191920SEM PROGRAM FOR CLIENT NAME
Change package based on client needsKEYWORD RESEARCH and Analysis Size