SEM_strategy

SEM_strategy - Module II Overview Why SEM? Goal Analysis...

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Unformatted text preview: Module II Overview Why SEM? Goal Analysis How good is my site? Site Analysis PLANNING: Things to Know BEFORE You Start... How good is my search? Measure SEM performance How to do it? Strategic Planning How to sell it? SEM Proposal Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-1 So far, we have... Analyzed our own business (Goal, Areas ...) Developed metrics - 30% of advertisers don't track conversion rate - Almost 40% are not calculating their return on investment Selected keywords - The 80/20 rule vs. the "long tail" - Top five search terms sending traffic to your site often make up less than half of your total search engine traffic - Look for small bargains, don't fight for one or two big words Estimated Revenue CSE 197/BIS 197: Search Engine Strategies 8-2 Fall 2006 Davison/Lin We still need to: Estimate Cost Formulate a strategy - Campaign scope - Divide tasks - In house vs. external Make your case Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-3 SEM Strategy Strategy: a long term plan of action designed to achieve a particular goal Define your scope - How long? - How much? - How many (products, countries, sites...etc.)? A typical SEM program contains multiple campaigns Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-4 Define the SEM Scope Scope definition depends on - Corporate goal - Corporate structure - Corporate culture Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-5 Define the SEM Scope Conglomerate Multinational - - Centralized management? Language issues Function-oriented - - Normally easier than product-oriented Key: cross- function cooperation Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-6 Define the SEM Scope, Cont. Product-oriented - How diversified are the products? Same technology? Same site? Same customer groups? Same keywords? - - Cross-site cooperation is a challenge May require multiple SEM programs Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-7 Define the SEM Scope, Cont. Size does matter - Flexibility: Don't underestimate the power of organizational behavior / culture ! - Brand Name: Don't get tempted to the "dark side" - Resources Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-8 Define the SEM Scope, Summary When deciding the scope, think about - - - - Goal of the company Structure of the company Size of the company Your role Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-9 Divide the Work The Tale of Two Teams... - - The Central Team: SEM specialists The Extended Team: web specialists + domain experts Coordination is critical! - Clearly define procedures to ensure coordination Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-10 Divide the Work Type of Tasks - - - - - - - - Strategy Search Engine Selection Keyword Selection Bid management Content optimization Site development (tech. & standard selection) SEM tools selection Metrics design Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-11 Divide the Work Who does what? - Central team: more strategic, high level view, expertise on SEM - Extended team: local, lower level view, expertise on web development & local market Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-12 In House? Outsource? Some factors to consider: - - Time, budget, quality Culture, expertise What about the automated tools? - 20% technology: Gathering, collecting and sorting huge amounts of data from numerous engines Calculating important ROI metrics Producing a wide range of reports presented in meaningful formats: Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-13 In House? Outsource? What about the automated tools? - 80% human: Keyword development Search term copywriting Landing page analysis Review of multiple variables when making bidding decisions Types of competitors listed above and below you on a search engine Marketing messages of competitors ROI effects of bids Historical position analysis Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-14 Estimate Costs SEO Costs - - $ 100 200 to optimize a page Usually a one-time effort, 60 100 hours Paid Placement - - - 40 60 hour per campaign per year Use Yahoo or Google's Bid View tool Use the estimated traffic number Personnel Cost - 75,000 150,000 a person Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-15 Sell Your Proposal Cost / Benefit Analysis Who to talk to? - - Extended team Executives Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-16 Sell Your Proposal Projected Revenue - - - Projected traffic from SEO + Paid Placement Estimate conversion Average Price Cost - - One time cost of SEO Annual cost of Paid Placement Profit Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-17 Sell Your Proposal Project Plan - Organization phase (you are doing it NOW!) - Auditing phase (for SEO) - Learning phase - Implementation Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-18 Sell Your Proposal Project Plan Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-19 Sell Your Proposal Sell to extended team - Business units Brand manager the marketing talk Sales manager the money talk PR people the image talk - - - Lawyers Writers Technical people Webmasters: URL, URL re-direct & robots.txt Web developers Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-20 Sell Your Proposal Sell to executives - Refer to the book about the 10 questions Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-21 SUMMARY In the second module, we: - - - - - - Analyzed the goal of a web site Designed metrics for site performance and SEM performance Listed the tasks involved in a SEM campaign Conducted cost / benefit analysis Formulated a SEM strategy Sold our proposal Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-22 Ten Common Mistakes Not enough 3, 4, 5 words phrases Non-qualifying description copy Non-relevant landing page Poorly designed and focused landing page Heavy reliance on bidding tool Allow affiliates to bid on trademarks Bidding to the top mentality Ignore your competitors Ignore search engine differences Ignore fraud Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 8-23 ...
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