Winning PPC Tactics - SES London 2013
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Transcript of Winning PPC Tactics - SES London 2013
London| 18–21 February
Winning PPC Tactics
Arianne DonoghueFarnell element14Ecommerce Marketing Manager - Europe
London| 18–21 February 2013 | #SESLON
@ariannedonoghue
Product Listings Ads
London| 18–21 February 2013 | #SESLON
How do you feel about them?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Now is the time to make sure you have PLA campaigns!
@ariannedonoghue
Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the
Netherlands, Spain, Switzerland, the UK and the US.
London| 18–21 February 2013 | #SESLON
Benefits
@ariannedonoghue
• Currently our best performing generic campaign!• Drives significant revenue
London| 18–21 February 2013 | #SESLON
Best Practice
@ariannedonoghue
• Most common errors:
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Get to know Merchant Center!
@ariannedonoghue
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Work to improve your feed’s quality
@ariannedonoghue
• Look at optional attributes too:
London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Adding product targets
@ariannedonoghue
• Select your ad group (do you need a separate ad message?)• Choose by category/brand etc (can choose up to 3)• Ensure product target is Validated before setting live• Give specific product targets a higher bid than “All products”
London| 18–21 February 2013 | #SESLON
Improving traffic quality
@ariannedonoghue
• Run search query reports• Add negatives for irrelevant or poorly-performing queries
London| 18–21 February 2013 | #SESLON
Promotional Text
@ariannedonoghue
• Your chance to share your USP!• Search term “nikon d5100 body”• Create new ad groups for different messages• Be specific, NOT generic!
Free Delivery. 100% UK
Stock.
Free Delivery On Orders Over £150
Free Shipping!
London| 18–21 February 2013 | #SESLON
Product Listings Ads
@ariannedonoghue
Make sure your feed is high-quality & populate optional values
A quality feed can also be used for Product Extensions
Ensure you have an “All products” target
Add additional targets if you need to be more specific
Make your business stand out with Promotional Text
Create separate ad groups for unique messaging
Remember to add negatives from your query reports
London| 18–21 February 2013 | #SESLON
What does this mean for you?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
@ariannedonoghue
Google crawls your site and fill in the gaps in
your keyword lists
London| 18–21 February 2013 | #SESLON
Will they work for you?
@ariannedonoghue
• If you stock different products/services• Products/services that change frequently• If you sell seasonal products
London| 18–21 February 2013 | #SESLON
Setting Up Dynamic Ad Targets
@ariannedonoghue
• Very similar to PLAs• Separate ad groups
for unique ad text• Segment targets by:
o Categoryo URL
o Page Titleo Page Content
London| 18–21 February 2013 | #SESLON
Best Practice
@ariannedonoghue
Add high performing terms as keywords in
your campaigns.
Add poorly performing terms as negatives.
If DSAs are a growing proportion of your
traffic you’re missing out on an opportunity!
London| 18–21 February 2013 | #SESLON
Categories
@ariannedonoghue
Optimise by determining which categories are working well and adding them as new targets.
If your list of categories looks strange, speak to your SEO.
London| 18–21 February 2013 | #SESLON
Excluding Targets
@ariannedonoghue
You can create ad targets for pages you wish to be excluded from Dynamic Search Ads
Create exclusions for products that are “sold out” or “unavailable” together with site pages that aren’t
product/service specific.
London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
@ariannedonoghue
Ensure you have a basic target that covers your site
Add additional dynamic targets if you need to be more specific
Create separate ad groups for unique messaging
Add search terms which perform well into your campaigns
Remember to add negatives from your query reports
View category reports and add these as targets if appropriate
Speak to your SEO and make sure your site can be indexed
London| 18–21 February 2013 | #SESLON
Enhanced Campaigns
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Enhanced Campaigns
@ariannedonoghue
... are all about context
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Enhanced Campaigns
@ariannedonoghue
... and targeting users by location, device and time.
London| 18–21 February 2013 | #SESLON
How has the industry taken it?
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
Areas of improvement
@ariannedonoghue
London| 18–21 February 2013 | #SESLON
New Bid Adjustments
@ariannedonoghue
Within one campaign you can manage bids for different devices, locations and times of day.
The multipliers are cumulative & work together.
London| 18–21 February 2013 | #SESLON
Location Targeting
@ariannedonoghue
Have multiple locations within one campaign and bid up/down as appropriate
London| 18–21 February 2013 | #SESLON
Device Targeting
@ariannedonoghue
Apply multipliers to mobile or desktop/tablets.Exclude mobile altogether by bidding -100%
You cannot exclude desktops/tablets or bid on tablets/mobiles separately
London| 18–21 February 2013 | #SESLON
New Ad Options
@ariannedonoghue
Create custom mobile ads from within a desktop campaign
Create mobile only sitelinks or schedule
sitelinks
London| 18–21 February 2013 | #SESLON
Other Sitelink Enhancements
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Individual Sitelink Reporting & Approvals
Sitelinks also available at Ad Group level – no need for a new Campaign
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New Conversion Types
@ariannedonoghue
If you don’t have Google Conversion Tracking installed, get on it!
London| 18–21 February 2013 | #SESLON
Fewer Campaigns Needed
@ariannedonoghue
Once migration has taken place, management of campaigns moving forward may be simplified.
London| 18–21 February 2013 | #SESLON
Summary
@ariannedonoghue
Simplified structure may mean fewer campaigns/easier
management
More sophisticated bidding
Ad Group Level Sitelinks
Ad Extension Scheduling
Individual Sitelink Performance & Approval
New conversion types coming
London| 18–21 February 2013 | #SESLON
Summary
@ariannedonoghue
Lots of work to merge split-out tablet & mobile campaigns
No specific targeting for tablets or mobiles
No mobile-only campaigns
Cannot opt out of tablets but can from mobile
No more specific device/network/OS targeting
Multipliers are applied at campaign level
London| 18–21 February 2013 | #SESLON
Things We Don’t Know Yet
@ariannedonoghue
Classification of 3G tablets – whether these count as mobile
devices or within the desktop/tablet category
Mobile specific landing pages – is this possible without your
own site taking care of it?
Exactly when will the forced migration happen?
London| 18–21 February 2013 | #SESLON
Key Takeaways
@ariannedonoghue
• Get PLAs up and running in all relevant countries – traffic here is only going to increase over time!
• Dynamic Search Ads are a great way to fill in the gaps – you don’t need a feed as Google does most of the work for you!
• Start testing the features of Enhanced Campaigns and work on a migration plan, particularly if you split your campaigns out as per Google’s previous advice
London| 18–21 February 2013 | #SESLON
One last tip…
@ariannedonoghue
London| 18–21 February
Thanks!