SEM_measure

SEM_measure - Module II Overview Why SEM? Goal Analysis How...

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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 7-1 Measure Your Search Opportunity Launching a SEM campaign is similar to entering a new market - You are "selling" your web sites - You are trying to attract customers to "buy" - You are competing with other companies for "business" Entering a new market: key considerations - Product differentiation: what makes your product so unique? - Current Market analysis: size, major players, market share... Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-2 Measure Your Search Opportunity Launching a SEM campaign: key considerations - Target your campaign (Product differentiation): what makes your site so unique? - Current Market analysis - Calculate your opportunity Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-3 Task 1: Target Your Campaign Choose your target area - Profile - Measurement - Simple - Practical Choose your target keyword - Selection Tools - Selection Process Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-4 Task 1.1: Choose Target Area Remember, you have a web site! - Different pages - Different purposes / business models - The search result can only start with one area Rule #1: Remember your goal - Goal defines your target area Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-5 Task 1.1: Choose Target Area Choosing the right area: - High profile - Measurable business impact - Simple... to measure and to operationalize - Practical... to manage Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-6 Task 1.2: Choose Target Keyword Will cover details in Chapter 11, we focus on the basics for now Step 1: Find an intuitive keyword to start Step 2: Use keyword selection tools to find the stats. - Yahoo (overture) Keyword selection tool - Google AdWords keyword tool Step 3: "Market" analysis - Drop competitors' keywords - Drop irrelevant keywords - Beware: the most popular keyword! - Beware: your brand! - Focus on the "niche": medium-popularity keywords with sufficient traffic CSE 197/BIS 197: Search Engine Strategies 7-7 Fall 2006 Davison/Lin Task 1.2: Choose Target Keyword General Strategy - - - Come up with seven to ten phrases your brand name and a generic category name should be there Brand name: ? ranking, ? Traffic - Generic name: ? Ranking, ? traffic Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-8 Task 2: Assess Your Current Situation Measure current performance - Landing page analysis What is your landing page? Is your landing page indexed? - - Your ranking Competitor ranking - Your traffic Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-9 2.1: Landing Page Landing Page: the place on your Web site visitors will go when they click a particular banner ad / link - - Designed to reinforce the searcher's intent Very important for site lock-in - Banner ad landing page is more dynamic Landing page design - Most important: make sure the content matches and reinforces the link description Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-10 2.1: Landing Page Landing Page: indexed? - Use special inclusion operators to see if your page is indexed - Might reveal problems with your current site Landing Page: rank? - - www.digitalpoint.com/tools/keywords appearing in the top ten of organic results is clearly the place to be 87% of the searchers click on a top-ten link 60% of them click on organic links CSE 197/BIS 197: Search Engine Strategies 7-11 Fall 2006 Davison/Lin 2.2: Your Ranking Your Ranking Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-12 2.3: Competitor Ranking Competitor Ranking - Where are your competitors? - Every page that you get into the top ten pushes your competition down further Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-13 2.4: Your Traffic Your traffic - - How many people visit your web site? How many are referred from search engine sites? - What keyword do they use to find you? Web log: - http://www.google.com/search? sourceid=navclient&ie= UTF-8&oe=UTF-8&q=digital+camera Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-14 Task 3: Calculate Your Opportunities Keyword Demand Missed opportunities Future traffic Future revenue Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-15 3.1: Keyword Demand Keyword Demand: The number of searches for any particular query Multiplying the Yahoo! total by 2.2 yields a relatively accurate number of total worldwide searches in the major search engines [ch. 11] CSE 197/BIS 197: Search Engine Strategies 7-16 Fall 2006 Davison/Lin 3.2: Missed Opportunity Missed Opportunity Matrix Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-17 3.3: Future Traffic Key question: how to estimate the reasonable number of clicks that can be achieved after a successful first search marketing campaign Number crunching - 48% searchers click on links on the first page - 60% of the clicks are organic - Searchers click 1.8 to 2.8 links For every 100 searches, about ? Clicks on the first page - What about paid placement? 5% is normal Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-18 3.3: Future Traffic For every 100 searches, about 52 Clicks on the first page - Add in a distribution assumption Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-19 3.3: Future Traffic For every 100 searches, about 52 Clicks on the first page - Add in a distribution assumption Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-20 3.3: Future Traffic Now we know the click-through rate if we are top-10 - How likely: projected-rankings matrix Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-21 3.3: Future Traffic Putting things together: Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-22 3.4: Future Revenue We have the future visit number (traffic) - We need? Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-23 Summary Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-24 ...
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