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In this 30-minute informative webinar, Udayan Bose, CEO of NetElixir Inc., will discuss three crucial SEM mistakes to avoid, helping you get on the right track to implementing better, more practical solutions for your search marketing campaigns and start garnering more sales in 2013!
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3 Search Engine Marketing Mistakesto Avoid in 2013
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About NetElixir
• Incorporated in 2005. Headquartered in Princeton, NJ.
• We offer multi-channel campaign management technology, end-to-end campaign management services and web analytics consulting solutions to retailers.
• Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes).
LinkedIn Group:NetElixir University
www.LXRMarketplace.com
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About Udayan
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer: • Johnson School of Management, Cornell
University• City University of New York, Baruch• Indian School of Business
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“Anyone who has never made a mistake has never tried anything new.”
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The Basis of this Presentation
• Since 2008, NetElixir Retail Intelligence Unit has conducted detailed analyses on SEM campaigns for 300+ US retail search marketers.
• The analysis (called SEM Opportunity Analysis) includes a comprehensive audit of the SEM accounts on 10 parameters.
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40%+ search marketers do not have aholistic search marketing plan
SEM Mistake #1
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NetElixir Fanatical Facts(based on our survey of 300+ retail search marketers)
• 63% of retailers had separate SEO and SEM agencies, who never ever communicated and shared knowledge.
• Only 12% of all retailers made holistic decisions based on aggregated analyses of SEO and SEM data.
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We Recommend
Start by setting overall search marketing goals and then break it down into specific SEM and SEO Goals. The GOST Model.
Search MarketingGoals
Strategic Initiative 1
Strategic Initiative 2
Strategic Initiative 3
Tactics KPIs
SEO & SEM: Tactics linked
to strategy
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We Recommend
Schedule joint meetings between SEO & SEM teams, at least once a quarter.
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We Recommend
Use technology to measure cross-search attribution.
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We Recommend
Improve Search Marketing Efficiency by using LXR’s SEO-SEM Dashboard
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2 simple SEM analysis tools that every marketershould use…but they don’t!
SEM Mistake #2
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NetElixir Fanatical Facts(based on our survey of 300+ retail search marketers)
2% of all keywords contribute to 100% of conversions (last click basis)
98% of keywords
do not convert
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NetElixir Fanatical Facts(based on our survey of 300+ retail search marketers)
25% of SEM spend generates $0 in revenue (last click basis).
25% = $0
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NetElixir Fanatical Facts(based on our survey of 300+ retail search marketers)
Only 17% of ad groups have custom ad copies.
Search Query: Buy Gucci yellow leather shoulder bag
Where is the customization?Do not commoditize your product.
Why do all theSitelinks leadto the same page?
Do not spoil user experience by Leading them to generic landing pages
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2 Simple Analysis Toolsto improve SEM Efficiency
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Analyze your Keyword Portfolio bi-weekly
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Use Ad Copy Performance Grid at least once a month
Step-by-step Process• Identify all relevant ads from specified time frame• Remove ads with less then X # of impressions• Rank by CTR • Analyze results
Ave. Conv: 1.4%
Ave. CTR*: 5.5%
CONV RATE
CTR
3%
11%0%
0%
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Item X
Item Y
126
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80%+ search marketers do not have a mobilesearch marketing plan
SEM Mistake #3
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NetElixir Fanatical Fact #1
15%
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NetElixir Fanatical Facts #2: Mobile SEM
17%
83%
Search queries from mobile
Search queries from non-mobile
Mobile devices accounted for 17% of all search queries during 2012 holidays
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Tap into the changing media consumption habits of Digital Omnivores…
Create a Mobile Search Advertising Strategy Today!
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NetElixir’s 6 StepMobile Search Advertising Plan
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Use our GOST (Goals - Strategies- Tactics)
model to connect your mobile search goals
to results.1Build custom keyword portfolio for mobile
campaigns. (Average search query length is
30% shorter for mobile)2Craft short, purposeful ad copies with clear
call to action.(Mobile search has a higher
level of immediacy and urgency).3
Use mobile seller ratings in your ad copies.
(Seller ratings increase the CTR by 22%).4Use smart bidding tactics (boost bids around
store locations; focus on day-parts where
mobile search volume is high)5Use the right KPI to measure performance.
(profit per mobile click).6
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For expert help in setting up your mobile search advertising program, email us at [email protected].
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Questions Please
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Thank You!
• Join our LinkedIn Group: NetElixir University
• Access free SEM & SEO tools:• www.LXRMarketplace.com
• Need help with your SEM/SEO campaigns?• Contact Marinn Hersh
• [email protected]• 609.356.5112 x107
Today’s Presenters:
Udayan BoseCEO, [email protected]
Marinn HershSales Manager, [email protected]
