Don’t be eaten by the EC Wave… Ride it!New PPC Best Practices In An Enhanced Campaign World

Sergio BORZILLO, Head of PPC (UK)

We can adjust the bids according to each signal

EC: not only a useful change…

Time Audience Location Device

…but a needed one!

possibilities There are countless

to consider!

The Bad News…

How to go about granularity and testing?

How to adjust bids according to the contexts?

How to adjust bids/ad copy according to the type of customers?

So the key challenges we face…

Do not rush it!

The very minimum is 1 week, we usually do 2 or 3 weeks

Focus on relevant data!

If you have less than 100 clicks on your dataset, don’t waste your time, apply upper level bid modifier

It is all about testing…

The magic formulas

Geo Bid Adjustment = (Avg. Campaign CPA / Geo Specific CPA) – 1

Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1

Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Hour ) – 1

The Formulas for Bid Adjustment

Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Day ) – 1

Basically, if the Specific CPA is good, push your bids!

Geo Bid Adjustments

…or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.

Geo Bid MultiplierRefer to different tools

Google Trends

Google Analytics

Google AdWords

Geo Bid MultiplierApproach to bid adjustments

Bids to be adjusted based on location performance

Each location will need to have different bid levels

Geo Bid Adjustment = (Avg. Campaign CPA / Geo CPA) – 1

Geo Bid MultiplierGranularity Example: Travel Client

Before EC, 2013 vs 2012: CPA OK but - 46% enquiries

Geo Bid MultiplierGranularity Example: Travel Client

After EC, 2014 vs 2013: CPA OK and +102% enquiries

No changes in the campaign structure, just a focus on best performing locations

Device Bid Adjustments

Device Bid MultiplierBefore you start, ask the right questions:

Key questions

Is your site mobile friendly?

Do you have physical stores?

What role plays mobile in your conversion funnel?

What is your degree of flexibility on your CPA target?

Device Bid MultiplierWhere to get the data?

…or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.

Google Analytics

Google AdWords

Device Bid MultiplierExport performance data and apply the formula

X2 the Desktop/Tablet CPA

Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1

Hour / Day Bid Adjustments

Hour / Day Bid MultiplierKey Considerations

Unless you are a very local oriented business, changes will be marginal

A strong Analytics and Attribution Model is key to analyse success

It is not rocket science: test it!

Daily Bid MultiplierExport performance data and apply the formula

To achieve a £11.61 CPA

Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of specific hour ) – 1

See link to the Excel file on the Appendix

Hourly Bid MultiplierExport performance data and apply the formula

Actual CPATo achieve a £11.61 CPA

Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of specific day ) – 1

Hour of the day Bid MultiplierCase Study – Service Provider

Part 3

Take AwaysBid Optimisation DOs and DON’Ts

DO: Keep changing and testing different setups

DO: Try to disprove theories/strategies

DO: use the bid adjustment to exclude/include traffic completely, i.e. if a campaign has ad copy only meant for traffic from London, (Location: UK except London -100%), it can be used to diversify ad copy

DON’T: Settle to quickly on a bid strategy

DON’T: Rush testing theories/strategies correctly

Audience Bid Adjustment

Easy to implement (Short Term)Good to get a feeling and start testing

Little implementation timeBUT

Could reduce traffic on existing campaigns

More time to implement (Long Term)

Quicker reporting and assessment

Good to isolate very generic terms

BUT

You need to exclude the list from Non-RLSA campaign

RLSAsThe big question: How to go about RLSAs?

RLSA Specific

Campaign

Overlay Existing

Campaign

59%Top keywords should be the

focus

RLSAsThe key audience lists…

Test different time durations e.g 1-5 days vs 180 days and bid aggressively

Site Visitors Product Viewers Basket Leavers Existing Customers Non Clients

Improving CR Increase CR Increase CRIncrease Customer

LTVAcquisition

New Customers

RLSAsTailor Ad Text

Other Ideas: Reviews, return policy, client satisfaction etc.

Existing Customers

Special first time savings and offers etc.Incentivising repeat custom, business card,

loyalty scheme etc.

Or maybe offer a discount (with code) to someone who has not purchased in the

last 90 days?

RLSAsTailor Ad Text: RESONATE with the user – you want to STAND OUT

Someone views an Ametis double bed

User searches for ‘best double beds’ the next day

We deliver a super targeted ad that builds on the user’s previous site behavior

Be Creative

RLSAsBroaden Keywords: Do not stop to at the obvious!

Targeting previous site visitors with broad keywords to persuade pre-qualified traffic…

‘house renovation’ ‘deals for the house’

‘buying a flat’

‘moving home’

How about combining DSAs with a Remarketing Audience?

Reduce the Risk!

RLSAsRLSAs DOs and DON’Ts

DO: Create audience lists, even basic ones. It is all about creating large enough lists that will affect account performance.

DO: Try to disprove theories/strategies

DO: Use negative remarketing as a way to attract new customers.

DON’T: Create elaborate remarketing strategies/setups to soon, start with the big drivers.

DON’T: Rush testing theories/strategies correctly

Think outside

the box…

…and be smart!

Key Take Aways

Never take your eyes off the main focus: your audience

Take AwaysWhat to take with you today…

… 3 Key Points

There is NO set strategy when it comes to bid management

Do not go too granular too soon. Start broader and fine tune after

1

2

3

Take AwaysThank you!

Getting in touch:

Sergio Borzillo, Head of PPC UK

Direct: +44 207 80 29513

Mobile: +44 758 11 90421

Email: sergio.borzillo@netbooster.com

A few links…

Illustration on page 1

http://www.wallpapersshop.net/wallpaper/wave-shark-surfing-surfer-teeth-water/

Smart Geographic Segmentation & Bidding With Enhanced Campaigns

http://searchengineland.com/smart-geographic-segmentation-bidding-with-enhanced-campaigns-163113

How To Determine Your Hourly Bid Multipliers In AdWords

http://searchengineland.com/how-to-determine-your-hourly-bid-multipliers-in-adwords-155878

How To Use Day Parting In Google Analytics To Optimize Your Budget

http://searchengineland.com/how-to-use-day-parting-in-google-analytics-to-optimize-your-budget-92977