SEM on a shoe string

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SEM on a shoe string
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Start with a solid foundation
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Solid Foundation

• How much can I spend?
• You have to make some assumptions
• 1.50 per click
• CTR 2
• CPA 2

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Solid Foundation

• Do I outsource or Do it myself
• We Charge a minimum fee of 1500 per month plus
  an upside for meeting or exceeding KPIs
• Some agencies charge as little as 89 per month
• How much work can they possibly do for 89 once
  invoice processing fees are deducted?
• If you are on a low budget learn to do it
  yourself
• If you spend more than 5,000 per month consider
  an agency but be an educated buyer the travel
  sector is too competitive to make mistakes

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Code of Conduct
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Code of Conduct
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Code of Conduct
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Code of Conduct Two forms of Relevance

• Relational Relevance
• Search engines utilize basic relational relevance
  to determine everything from CPC, Position, to
  whether or not they will display your ad.
• Consumer Relevance
• it is up to the marketer to determine whether or
  not their offering satisfies necessity relevance

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Code of Conduct Two forms of Relevance
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Code of Conduct

• Summary
• Play by the search engine rule and follow
  relational relevance
• Take the time to make sure you are satisfying
  consumer relevance
• BOTH WILL SAVE YOU MONEY
• Relational relevance will satisfy Quality Score
  and lower your CPC
• Consumer relevance will increase your conversion
  rate
• If your budget is tight cut corners somewhere
  else
• NEVER COMPROMISE RELEVANCE

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Code of Conduct
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Building Blocks

• Keyword selection is prospecting
• Keywords give you tremendous insight into what a
  customer is looking for

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Building Blocks
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Building Blocks

• Not all keywords convert at the same rate

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Building Blocks

• Keyword Selection Summary
• Buy as much of the keywords in the Galaxy as you
  can afford
• If you are on a budget you re better off
  concentrating on a small subset of keywords
• FIND A SPACE YOU CAN AFFORD AND AIM OWN IT
• ONCE AGAIN DO NOT COMPROMISE RELEVANCE

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Campaign Management

• Avoid Activity VS Productivity

• Don't get caught up in analysis paralysis
• Don't spend your time overanalysing on a daily
  basis
• Remember that there is latency in TRAVEL bookings
• Keep your campaign RELEVANT and give it time to
  work
• Schedule time to analyse results (weekly,
  fortnightly)and only look on those days

• Don't get BO
• That is bidding obsession you can move a bad ad
  up and down the page all day long and it will
  always be a bad ad

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Campaign Management

• Spend your time on refining your offer
• What can you offer that your competitors cant?
• Absolute Beachfront
• Can you create a sense of urgency in your ad?
• Save XXX offer ends March 08
• Don't just write it in your ad support the
  offer on your landing page

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Campaign Management
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Campaign Management

• Tracking ROI
• Consider Latency in booking
• Holidays can take 3 months
• Last minute bookings are obviously faster
• If you want to do a trial make sure that your
  trial runs long enough to properly measure the
  return.

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Campaign Management
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Campaign Management
Sydney officeLevel 21, Tower 2, 201 Sussex
St, 61 2 9006 1180 Head Office Level 5, 117
King William St, Adelaide 61 8 8110 5400 CEO /
DirectorFrank Grasso frank_at_e-channel.com.au
61 (0) 414 562 473

• Tracking ROI
• Consider Latency in booking
• Holidays can take 3 months
• Last minute bookings are obviously faster
• If you want to do a trial make sure that your
  trial runs long enough to properly measure the
  return.