Search Engine Advertising Operations

The quick way to get noticed

Session Agenda

Intro to Search Engine AdvertisingThe SEA Process: Tactics & StrategySEA Metrics

Key ConceptSearch 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 AdsSnippets 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/yearLocation Cost

Keyword Targeting Options

Exact Match: Auto InsurancePhrase Match: Best Auto InsuranceBroad Match: I want to insure my car

Bid Auctions

SEA Metrics (operationalClicks - EngagementImpressions - ReachCTR (Clicks/Impressions) - Efficiency of Ad Copy(Targeting)CPC - Cost Per ClickQuality Score - Advertiser Performance Metric

Conversions - completed goals Value - Gross Profit (no advertising costs included)Net Profit - Profit minus Advertising CostsROAS - Return on Advertising Spend (Needs to be above 1.00 for positive return)

SEA Metrics (performance)

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 SEAFast 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/ads2. 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 softwareMultivariate TestingCustom 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-tuningRecurring cost element