HI
This Article is Little more Interesting than my Regular Posts.
I was going through Job Posting on one of the websites and thought to answer the Questions in a nice Manner to Help zillions of People who are facing Interview Concerns while going in for Adwords / SEM Interview.
I have Tried to answer the Questions which are Being Popularly asked when a person goes for Interview for SEM / Adwords / PPC Campaigning.
Check Out Most Common Questions Asked by a Reputed Agency !
The primary objective of this position is to manage and optimize paid search campaigns and local search listings on Google, Yahoo and Bing, increase conversions and client revenues and leads.
• Manage Search Engine Marketing Campaigns and Local Search on Google, Yahoo, Bing.
Here, I m assuming you know what are Search Campaigns,
i.e. Campaigns that we create on Google , Yahoo and MSN. Using Ad words in Google and Yahoo Search Marketing in Yahoo and so on.
However, The Listings that we do on Maps Part in Search Engines is called as Local Search Listings.
Pls Understand Image FYI.
• Support Account Managers on all SEM issues
Account Managers in Companies, are the People who are basically having detailed knowledge about How to mangage Campaigns and they are doing Daily basis Optimizations on your accounts.
When the Requirement Asks for Supporting Account Managers , It means If the People are Facing any Troubles in managing the accounts in the Google adwords System or other platforms you need to support them and make the account Optimize , so that ROI’s are achieved .
• SEM campaign management via Omniture SearchCenter and SiteCatalyst
Omniture SearchCenter saves you time by forecasting and optimizing SEM results, automating keyword bidding and combining multiple search engines in one easy-to-use interface. Automated bid strategies and alerts help you evaluate and respond to changing bid conditions.
With the use of Omniture SearchCenter you will target the right audience, optimize your landing pages and measure and achieve tangible ROI—all in one solution.
Key benefits of Omniture SearchCenter include:
Keywords that deliver real impact—because of its native integration with Omniture SiteCatalyst, use analytics data with SearchCenter to measure the end-to-end conversion process according to your specifications.
A single interface and Dashboard—get it all in one place. All of your search marketing needs will be met in this single, easy-to-use solution.
Automated keyword management—make changes to bidding strategies, campaigns ad groups and keywords through the point-and-click interface.
Automated bid management—define bidding rules and alerts based on key metrics that will automatically adjust bid strategies based on performance.
About Adobe Search Center :
Adobe SearchCenter simplifies search marketing by providing a common interface to manage search campaigns, campaign metrics integrated with web analytics and optimization across marketing programs. Search marketing is among the most popular and effective online marketing channels available, but it is also one of the most complex. By tying search marketing to the broader marketing plan and to the web site as a whole, online marketers can improve brand engagement and online conversions. SearchCenter is part of the Adobe® Online Marketing Suite of applications for online business optimizations.
About Site Catalyst
Adobe SiteCatalyst provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst helps marketers quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns. SiteCatalyst is part of the Adobe® Online Marketing Suite of applications for online business optimizations.
Also Read this comparison
| Feature |
Omniture SiteCatalyst |
Google Analytics |
| Cost |
Omniture’s robust application comes at a high price. Large corporations spend over $100K/yr for SiteCatalyst. |
Google Analytics is free for sites with up to 5 million page views per month. |
| Ads / Conversions / Goal Tracking |
Omniture uses the SearchCenter application to integrate PPC providers including Adwords for an additional cost. Conversion tracking can be tedious and confusing in Omniture. |
Because Adwords and Analytics can be directly linked, the conversion tracking for PPC goals is free and simple to setup. Conversions tracking on Google can also group users that follow the same path on the site before a conversion. |
| Dashboard/Customized Reports |
Can email hourly reports in Excel, PDF, HTML & Word. Larger reports can be slow during high traffic periods. |
Can email daily reports in PDF, XML, CSV, and TSV. Limits each user to one default dashboard/report per site. |
| User & Access Management |
Administrators can assign access at many different levels and organize people into groups. Their contact info is also retained in SiteCatalyst. |
Google Analytics only allows two levels of access (read-only or admin) and users must have a Google account. No contact information is stored on Analytics. |
| Data Accuracy |
The number of visits recorded may vary depending on how extensively the site owner configures SiteCatalyst. Cost vs. |
Many people have found that Google Analytics under reports their page visits. This might be caused by slow loading pages and users leaving the page before the tracking code loads. |
| Site Overlay Tools |
Omniture offers ClickMap which is installed and run from the users’ computer to view content popularity of the site elements within a page. There is a delay issue when accessing data for ranges larger than a day. Compatibility with new browsers can also be an issue. |
Google’s site overlay feature (sometimes referred to as “heatmap”) runs through Google servers, so it doesn’t require the user to download and install anything. It allows the user to look at content popularity data from any given date range over a 2 year period without any time lag. |
| Importing Data |
Data can be imported from various sources like video usage and mobile traffic. |
Analytics does not allow any data importing |
| Exporting Data |
ExcelClient plugin allows direct data export into Excel for analysis & custom-formatted reports. |
Tatvic Excel Plugin uses the Analytics API to pull data directly into Excel for analysis. |
| Custom Variable / Event / Link Tracking |
SiteCatalyst allows the user to track different types of variables to help organize the traffic metrics in multiple groups. Custom events, and links can also be tracked which are useful for tracking user actions that do not refresh the page or lead to pages without tracking code installed. |
Google Analytics has the ability to track only 5 custom variables on any one page, which can be limiting. The Custom link and event tracking is comparable to Omniture. |
| Application Support |
Omniture has a 24 hour support line and a complete online resource with common questions and information about its applications. They also use Twitter to answer support questions. |
No guaranteed support from Google, but their forums are regularly monitored and updated with support information. There are also Google certified consulting companies that provide support. |
| Traffic Filtering |
Not as many filtering options as Google, but traffic can be filtered by a IP address (or range). |
Traffic can be filtered by domain, IP address (or range), site section, geography, referrer, client browser settings, and more. |
| Rollup/Multi-Suiting |
For an additional cost, Omniture allows you to track overall page views, unique visitors, and to perform correlations for different traffic segments via multi-suiting for managing multiple Web sites. Another way to manage multiple sites in Omniture is by using Rollup accounts. This feature is limited because correlations cannot be setup for specific traffic segments, and data is delayed for about 2 days. |
Analytics does not have the rollup capability, but its ability to display metrics for a specified group of sites together allows the user to do similar analysis. This data can be sorted by day, week, month and year and the user will also see the percentage change from the previous time period. Google also has a multi-tagging feature to gather traffic data for multiple sites. The key advantage for Google is that all of this is available for free. |
| Segmenting/Correlations |
Each segment must be manually setup and all of the data is not retroactive unless setup using another Ominture product called DataWarehouse. This can take up to 72 hours to process new reports. |
Very flexible – allows for custom segments and is already setup with many segments allowing for almost instantaneous analysis of correlated, retroactive data |
| System & Account Limitation |
- The number of users is limited by contract
.
- Correlations are limited for each report suite, and rollup report suites cannot have any correlations.
.
- Variable limits exist for custom variables |
- Page views are limited to 5 million per month unless the user has an active Adwords account (spending $1/day)
.
- Limited to 50 profiles per account, but you can have multiple accounts |
| Tracking Tag Performance |
The response times varies slightly, but it doesn’t have a significant effect on page performance |
Response time is very consistent ensuring good page performance. |
| Implementation / Configuration |
Customizable tracking code is added to each page the user wants to track on the site. The configuration can be very advanced and could require additional training, but it gives the site owner more options. |
The same tracking code is added to each page the user wants to track on the site. Google generates the code automatically, and setup is not very difficult to understand. That’s not to say that some skill isn’t required to configure conversion tracking. |
• SEM performance tracking, analysis and reporting
Measuring the Performance of the activities, Doing analysis using Google analytics or Omniture Search Catalyst
• SEM budget planning and recommendations.
This is surely an interesting part of SEM Campaignings .
Lets Say you are given a X amount to be spend on Marketing activities.
You need to spread this X amount in all the channels you plan to invest money , i.e Google , YAHOO and MSN .
You need to do planning before hand and Spend each Cent with Caution .
• Create ad copy and perform keyword research, analysis and optimizations
Use Google Keyword Tool ,
Use Google Trends / Hot Trends
Use Google Insights
And other keyword tools such as word tracker etc , available online for research.
• Research and create geo targeting SEM campaigns and perform A/B Testing
An A/B experiment allows you to test the performance of two (or more!) entirely different versions of a page. Start with your original test page — the page whose content you want to test — then create alternate versions of that page. You can change the content of a page, alter the look and feel, or move around the layout of your alternate pages — whatever you choose. We’ll vary traffic to your original page and your alternate versions, to see what users respond to best.
A/B experiments are the simpler version of testing with Website Optimizer. If you have a low amount of traffic and want results fast, creating an A/B test may be the right place to start.
• Manage and track spend across all SEM campaigns
You will Learn Details about the same in above mentioned omniture
Since omniture allows u to manage multiple campaigns from same dash board.
More Upcoming Questions , we will answer in days to come ,
• Achieve targeted ROI and Ad Spend for SEM campaigns on a monthly basis
• Keep up to date with paid search best practices, bid management systems, keyword development tools and industry research
• Google Adwords experience is a must. Google Certified Professional preferred.
• Experience in SEM and web analytics technology such as Omniture SearchCenter a plus
• Experience optimizing SEM campaigns through ad copy, keywords, geo-targeting and landing page optimizations
• Liaise with Copywriting & SEO Dept. to synchronize organic and paid search and increase efficiencies and conversions
