eSearchVision provides smart SEM solutions through a combination of technology and human expertise. They have 120 SEM experts including engineers, account managers, and analysts. Their end-to-end SEM platform allows for increased flexibility, in-depth reporting, and automated strategies to increase performance. Success in SEM now requires factors like real-time operations, business integration, and mobile optimization.

1. Orange - eSearchVision
SEM overview
20th September 2010

2. Table of content
UNDERSTANDING SEM
ESEARCHVISION METHODOLOGY
SEM OPTIMIZATION: BEST PRACTICES
CASE STUDY
WHY TECHNOLOGY MATTERS IN SEM SUCCESS?
SEM MOBILE - FAQ

3. UNDERSTANDING SEM

4. Understanding SEM perimeter
DIFFERENT NETWORK TYPE
Search Network Content Network
Answer User Intention Create User intention
4

5. Understanding SEM perimeter
ALL AD FORMATS
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6. Understanding SEM perimeter
UNDERSTANDING THE SEM MODEL
Cost per Click model: you pay on click only
Blind Bidding model
Blind bidding model Position = max bid x Quality Score
You don’t know
your competitor
budgets, bids,
+ Quality score is a blackbox
Gives you the opportunity to be
better ranked, with lower CPC
keywords…
Quality Score effect
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7. ESEARCHVISION METHODOLOGY

8. Smart SEM Solutions
eSearchVision
Our mission is to provide the smartest paid search solutions for our customers
through an unmatched combination of cutting-edge technology and human
expertise.
120 SEM experts: 25 engineers & 70 account managers and analytics specialists
Over $500M annual SEM spend
27 countries & 16 languages

9. eSearchVision
Account Managers
Global Vision and SEM expertise
Search Analysts eSearchVision Technology
Our SEM in house Consultants End-to-end SEM Platform

10. SEM OPTIMIZATION: BEST PRACTICES

11. eSearchVision methodology
DRIVE PERFORMANCE BY OPTIMIZING THE WHOLE CONVERSION PATH
Query
Improve keyword listing with relevant user queries
Filter irrelevant queries (not in business scope)
Impressions
Maximise ad serving and share of voice
Clicks
Maximise share of click (vs competitor), CTR  to improve Quality Score, optimise CPC
Redirection
Optimise landing pages regarding performance
Conversion
Maximise conversion rate by cross indicator analysis

12. DAILY / WEEKLY OPTIMISATIONS
 Improve keyword listing regarding
user requests
 Filter irrelevant keywords
request
 Improve conversion rate per KPI  Improve Share of voice on better
 Adapt budget, keywords… to conversion Impression topics
emphasize effect of better  By strong budget and bids
performers management on better topics
 Optimize share of click, CTR and
 Improve relevance of landing page redirection Clicks CpC
 By Landing Page testing  By improving Quality Score, rank,
ad relevance (AB testing)

13. Request
conversion Impression
REQUEST
redirection Clicks
Relevant keywords
eSearchVision raw request report:
Identify real user request
View clicks and conversion for that precise request

14. Request
conversion Impression
REQUEST
redirection Clicks
Real bought keyword: Mobile Phone
Use Keyword insertion in the ad title  confusing for the user
No free mobile on the website bad experience
More relevant:
Use free phone as a gift to win the prospect

15. Request
conversion Impression
IMPRESSION
redirection Clicks Improve Share of voice on better topics
By adapted structure
By strong budget and bids management on better topics
Avoid Lost IS budget on most profitable campaigns
 You are loosing business If you have capping on budget
 Reduce part of budget on less profitable
campaigns

16. Request
conversion Impression
CLICKS
redirection Clicks
Be well positioned
Higher
position =
higher CTR
By increasing bids
By improving Quality Score

17. Request
conversion Impression
CLICKS
redirection Clicks
Be well positioned
Optimize bids and Qualityscore
Catch user attention
By improving your ads : AB testing
 Test different ad models by rotating several ads for one KW
 Lets running to collect data
 After 2 or 3 weeks (depending on number of clicks) analyse your ads
Better CR
Better CR
Most relevant ad = most clicks
Lower CR
Lower CR
Statistic analysis to trust results

18. Request
conversion Impression
REDIRECTION
redirection Clicks
Improve relevance of landing page
By Landing Page testing
 Same principle as Ad copy testing.
 Try 2 or 3 landing pages for the same couple keyword/ad
 Analyse KPI indicator (conversion rate, bounce rate…)
Home Page Smartphone Page Product Page
Results will be different regarding the keyword, the objective, seasonality, promotion…
Landing page testing is good for conversion rate, but also enter in QualityScore
So a good landing page for SEO, may also be good for SEM

19. Request
conversion Impression
CONVERSION
redirection Clicks
Conversion is both part of agency and advertiser optimization
SEM to qualify traffic, conversion path, advert…
Advertiser to optimize website, offer, prices,…
Optimize structure & budget
To improve global conversion rate
Identifiy best Campaigns/keywords per KPI
Adapt budget, keywords… to emphasize effect of better performers

20. KPIS
Relevance
 Quality Score
 CTR
Control
 Impression Share
 displayed ad per keyword
Performance
 Conversion Rate
 Cost per Order

21. FOCUS ON CONTENT NETWORK
3 ways of targetting:
Keywords
Category
Detected keywords
vendez
votre voiture, Associated Category
emplace
CT offert !
ment Car
pub
vendez
emplacementoffert !
votre voiture, CT pub
Add diffusion
commentcamarche.net

22. FOCUS ON CONTENT NETWORK
3 ways of targetting:
Keywords
Category
Site targetting
Optimize network…
Referrer analysis
Exclude non relevant websites
…To identify elligible website for Site Targetting
Push ads on most relevant website, by bidding on placements

23. CASE STUDY

24. eSearchVision methodology
FIRST ACCOUNT IMPROVEMENT
Improve control on ads
Activation of Exact matchtype for a better control of the traffic
Ads and redirections relevancy
Change of all the display urls in all adgroups: before migration the major part of the
redirections went to the Home Page, now we have a very specific redirection for each
adgroup, each car brand, each generic word better CR
Editorial changes
Keyword Doubles removal
Keyword cleaning of all the existing campaigns: a lot of useless keywords and long tail,
keywords never requested, unrelevant keywords etc…
Rewriting of the Content campaign
Maximise share of click (vs competitor), CTR  to improve Quality Score, optimise CPC

25. CONTROL TRAFFIC
Before
After Leads
Clicks Elargi
Exact
Elargi
Phrase
Exact 6% 15%
8% Phrase
22%
Total Cost
Elargi
Exact
8% Phrase
18% 79%
70%
74%

26. IMPROVE SHARE OF VOICE
Before
Global Share of voice : 20%
After
Exact Share of voice : 80%

27. eSearchVision methodology
GLOBAL PERFORMANCE – AFTER 4 MONTH
Decrease of impressions since
May  Seasonality + budget
Decrease of CPC and increase
of CTR since May  Traffic
qualification + CPL optimization
More leads with less clicks 
More qualified traffic

28. WHY TECHNOLOGY MATTERS IN SEM SUCCESS

29. SEM NEW KEY SUCCESS FACTORS
Readability of SEM operations
Tracking
Webanalytics integration
Business integration
Appropriate SEM: mkg & sales people
Tool for decision support + catalog
Real Time – time to market
Product Feed
Link your website/catalog update to your campaigns

30. eSearchVision
eSearchVision Technology
End-to-end SEM Platform
Reporting : In-depth Monitoring
Catalogue Portfolio : Increased Flexibility
A unique Interface: Enhanced Productivity Automated Strategies: Increase Performance

31. eSearchVision
eSearchVision Technology
End-to-end SEM Platform
The Product Feed implementation Reduce Time to Market
 Match SEM campaigns with product inventory
 Real Time adjustments of prices and promotional offers
Scenario 1: An item sells out and its stock is
now null
Scenario 2: A price decreases for a popular retail
item
Scenario 3: An item is added to the client
catalogue
 Quality Score improvement
 ROI optimisation
 Traffic Qualification
 Productivity Increase

32. MOBILE SEM

33. WHAT ARE THE STEPS TO FOLLOW TO LAUNCH A MOBILE SEM CAMPAIGN ?
Create a dedicated campaign on Google
for easier recognition, name it: mobile_xxx
In parameters choose mobile in Apparels
By default, both computers and mobile can be selected
Select only mobile
Create dedicated Keywords listing and ads
Less keywords: Queries are shorter on mobile search bars
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34. HOW TO COLLECT STATS FROM CAMPAIGNS ON MOBILE SEM ?
 By creating dedicated campaigns
With only one campaign for all apparels, Google doesn’t gives the opportunity in
reports to know from which apparel traffic comes from
By creating dedicated campaigns you can have your data per campaign
About tracking: you may have to “shrink” code
 (less characters number allowed)
 Ask an IT
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35. WHAT ARE AVERAGE CPC ON MOBILE?
 There isn’t real answer to that question. CPC are governed by the
market
Minimum bid is the same as on computers (0,01€)
 But CPC are not lower than on computers
On Google Mobile you have less ads displayed for each query
 2 at the top of the page
 2 at the bottom of the page
So you need to appear on the first 2 position to be viewed
So CPC might be quite high (1€ and even more)
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36. IF I DO A CAMPAIGN ON MOBILE SEM, WILL I PUT MYSELF IN COMPETITION WITH MYSELF ON
THE SAME KW ON WEB AND THUS PAY MORE ?
 No, there won’t be any competition between your keywords on
computer vs mobile
You are targetting different « networks ». In the same way there isn’t competition
between search and content
So there isn’t CPC inflation
But be carefull, if you have limited budget, you can lower your share of voice on
Google web, by investing more on google mobile.
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37. I ONLY HAVE AN IPHONE PORTAL, CAN I STILL DO SEM CAMPAIGNS ON IPHONE OWNERS ? HOW
?
Yes : You can choose different options:
Kind of mobile you want to target
All mobiles or select:
Android and/or iphone+IpodTouch and/or PalmwebOS and/or Ipad
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38. MY MOBILE PORTAL IS NOT ACCESSIBLE TO NON ORANGE CUSTOMERS, CAN I STILL DO SEM
CAMPAIGNS ? HOW ?
 In romania No : You can’t choose different options between operators:
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39. DO I NEED TO ADAPT MY WEBSITE TO MOBILE?
 The best answer has to be YES. And for many reasons
Screen is really small
Connexion isn’t so good on mobile
  avoid heavy pictures to download
  facilitate navigation
Iphone doesn’t support flash
There isn’t mouse  put big buttons
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40. Thanks
Amélie de CHEFFONTAINES
Essohana Assih
Sales Manager
Senior Account Manager
phone +33 1 78 09 58 19
phone +33 1 78 09 58 29
Cell +33 6 20 26 08 52
hodalu.assih@esearchvision.com
ac@esearchvision.com