SEMDirector’s Search Marketing Automation software solutions have produced quantifiable results and dramatically increased search marketing ROI for some of the world’s most recognized brands in high tech manufacturing, electronics, media and publishing, and consumer packaged goods.
SEMDirector works closely with our Fortune 500 customers to help them increase customer acquisition and retention by leveraging paid search advertising, organic search engine optimization, and quantitative and qualitative analytics to the enterprise level.
Read some of our published case studies here and check back often as new case studies are published frequently.
Featured Customer Profile:
Media Company Arbitrages Eyeballs
Summary
This SEMDirector customer is a recognized online media company owned by a Fortune 50® conglomerate. Their online presence encompasses millions of pages of content, and has hundreds of millions of page views monthly.
“Value” analysis enables the firm to actually generate dollar margin from keyword purchases, a far more sophisticated approach than simply counting clicks.
Background
Over the past several years, this media company has acquired numerous web properties and expanded its online presence to become a world-renown online destination. Today, it has millions of content pages, more than 300 million monthly page views and a healthy bottom line. With a business model based primarily on advertising revenue generated by page views and unique visitors, the marketing team is always striving to increase the number of visitors and the total number of pages viewed. To drive visitors, the company implemented a paid search advertising program.
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Customer Profile
Listed in the Top 50 of Web & Digital Media Properties, this online media company has over 300 million monthly page views.
SEM Snapshot
• 6,000+ Keywords
• 12 Search Engines
• Millions of Content Pages
Solution Profile
• SEMDirector: Value™
• SEMDirector Strategic Consulting
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The Challenge
Even with one of the leading website analytic packages, the in-house marketing team still needed a way to critically evaluate the effectiveness of their investment in paid search, and to ensure that they were attracting the highest value visitors with each dollar spent.
Despite access to search engine reports, analytics reports and web logs, the team was still challenged to correlate all of the data and translate it into meaningful and actionable information. They could not easily address underperforming campaigns, search engines, keywords or landing pages. Further complicating the scenario, seasonality and on-site activities such as registrations, marketing permissions, and page views have significant revenue implications. Tracking downstream activity from returning visitors is essential to accurately optimize campaigns and ROI. A robust, flexible and customizable ROI model was needed. The in-house marketing team turned to SEMDirector, the leader
in enterprise search engine marketing tools and services.
The Engagement
The SEMDirector team began by gaining a thorough understanding of the company's online marketing initiatives, response rates, seasonal traffic patterns, business model and objectives. Next, the team worked with in-house marketing executives to associate values for the desired behaviors and revenue-generating activities of visitors. This information was fed into SEMDirector: Value™ to create a model that reflected the media company's business, revenue streams, search engine marketing programs, and costs.
With the SEMDirector: Value™ proprietary engine and business rules, data from disparate sources is correlated, creating a dashboard. The dashboard provides Search Managers with aggregate indicators and detail-level metrics for campaigns, search engines, and keywords, including keyword margins and campaign value statistics. SEMDirector: Value™ provided critical insight into which campaigns, keywords and search engines attracted the most valuable visitors and which ones generated the lowest margins. The SEMDirector team then created a comprehensive program to maximize ROI. By eliminating underperforming search engines (seven underperforming search engines were removed), utilizing only the most profitable keywords (the total number of paid keywords was reduced by thousands), and optimizing content on key landing pages, conversions increased. Using a small in-house staff, the media company implemented SEMDirector’s recommendations with their own resources, generating substantial margin.
The Results
This media company is now able to "arbitrage eyeballs". The marketing team knows exactly how much “visitor value” each keyword, campaign or search engine generates. They adjust tactics to bring in the most valuable visitors through the least expensive methods. In the period since the media company began working with SEMDirector, they have to doubled the average margin per visitor. And by removing low margin keywords and underperforming search engines, they have freed up budget dollars to spend generating more valuable visitors.
