Search Engine Advertising Operations The quick way to

Search Engine Advertising Operations The quick way to get noticed

Session Agenda Intro to Search Engine Advertising The SEA Process: Tactics & Strategy SEA Metrics

Key Concept Search Engine Advertising is a contextual form of advertising which improves online content assets visibility in Search Engine Results Pages by placing Text or Image ads and Optimizing the content indexed by the Search Engines

Search Engine Text Ads Snippets of text with link prominently displayed in the search results pages of search engines (top page, side of page) 1. User generated search 2. Paid Ads 3. Organic Search Results

Typical Usage cases Typically used to promote high priced ticket items: electronics (e-commerce), Software-as-a Service, Travel, Medical Services but also popular with Location Dependent SMBs

How to advertise? Basic iterative process: Target Audience Identification > Ad creation > Review of Targeting Options > Campaign Launch > Data Accumulation > Analysis & Refinement

Structure of a Campaign

Targeting Options Search behaviour (keywords) Time of day/month/year Location Cost

Keyword Targeting Options Exact Match: Auto Insurance Phrase Match: Best Auto Insurance Broad Match: I want to insure my car

Bid Auctions

SEA Metrics (operational Clicks - Engagement Impressions - Reach CTR (Clicks/Impressions) - Efficiency of Ad Copy(Targeting) CPC - Cost Per Click Quality Score - Advertiser Performance Metric

SEA Metrics (performance) Conversions - completed goals Value - Gross Profit (no advertising costs included) Net Profit - Profit minus Advertising Costs ROAS - Return on Advertising Spend (Needs to be above 1. 00 for positive return)

Simbound SEA It’s all about the Quality (score). Tip: Search Online for ‘A peek inside Simbound's Quality Score Algorithm’ to get insight into the in-game search engine Baigoo

Simbound SEA Fast Fixes for Campaigns Problem Suggested Fix Low amount of Impressions 1. Check average Keyword Search Volume 2. Check CPC bids 3. Add New Keywords Few amount of clicks 1. Edit ad copy (include keywords in text) 2. Adjust CPC bids (higher ad position- more visibility!) 3. Increase budget if you are consuming all your budget every round Low Conversion Ratio Check ad +landing page High CPA/Low ROAS 1. Check Costs & eliminate unprofitable keywords/ads 2. Try to optimize the customer purchase funnel (ad copy + landing page)

Simbound SEA

Integration with other channels Not a standalone channel Integrated with other content assets and/or systems

Advanced SEA Operations Use of specialist software Multivariate Testing Custom Made Scripts

Display/Banner Ads Banner images displayed in the advertiser network of websites (e. g. Adsense) Contextual Advertising Privacy Issues

Advantages of SEA Performance based Advertising Model Predictable engagement level

Disadvantages of SEA Complex initial setup process Requires constant optimization and fine-tuning Recurring cost element