Perth PPC - Conference 2013
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Perth Search Conference March 2013 - dgm presented PPC/GDN/SEO & Conversion Rate Optimisation
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Perth PPC - Conference 2013
- 2. PPC|Agenda Part One Part Two 1. Search 101 5. GDN 2. PPC Best practices 6. YouTube 3. Share of Voice 7. FaceBook 4. Sitelinks 8. LinkedIn 9. Google Plus 10. AdWords Enhanced Campaigns
- 4. What is “Search Marketing?” SEO: Search Engine Optimisation SEM: Search Engine Marketing PPC: Pay- Per-Click
- 5. Search | The Basics Ad Position 1 to 3 of PPC Sponsored Results Natural (Organic) SEO Result. Ad Position 4 to 8 of PPC Sponsored Result
- 6. Search Results | Then vs Now Early 2000 2006 2013
- 7. Search – Why Do I need it?
- 8. PPC – Adwords Google’s PPC
- 9. PPC |The Lifecycle Campaign Objectives Ongoing Keywords & Optimisation Copy Bid Analysis & Management Reporting
- 10. PPC |The Lifecycle Campaign Objectives Ongoing Keywords & Optimisation Copy Bid Analysis & Management Reporting
- 11. PPC | Campaign Objectives • Business goals • Top Product/Services • Unique selling points • Targeting/Demographics
- 12. PPC | Better Ads, better Performance
- 13. PPC | Write Effective Ad Copy Unique Selling Points → Free Shipping → Large Range Prices, promotion and exclusives Call to action → Sign Up/Get a quote → Order → Call today
- 14. PPC | Write Effective Ad Copy Cont’d Include keywords in ad copy → Keyword: digital camera → Headline: Buy Digital Camera → Headline shown: Buy Digital Camera Match ads to landing pages Experiment → Different messages → Landing pages
- 15. PPC | Quality Score
- 16. PPC | Bid Management Strategies Management of CPCs based on performance/goals • Have statistically significant data • Group keywords based on goals → Branding → Cost per acquisition → Cost per lead • Identify high/low performing keywords
- 17. PPC | To bid or not to bid? High CPA, High CPA, Low Position High Position Goal: $50 CPA Cost Per Action Low CPA, Low CPA, Low High Position Position Average position
- 18. PPC | To bid or not to bid? High CPA, High CPA, Low Position High Position Goal: $50 CPA Cost Per Action CPA: $65 Average Pos: 8 Low CPA, Low CPA, Low High Position Position • Bid Down • Pause Average position
- 19. PPC | To bid or not to bid? High CPA, High CPA, Low Position High Position Goal: $50 CPA Cost Per Action CPA: $65 Average Pos: 1 Low CPA, Low CPA, Low High Position Position • Bid Down Average position
- 20. PPC | To bid or not to bid? High CPA, High CPA, Low Position High Position Goal: $50 CPA Cost Per Action CPA: $15 Average Pos: 8 Low CPA, Low CPA, Low High Position Position • Bid Up Average position
- 21. PPC | To bid or not to bid? High CPA, High CPA, Low Position High Position Goal: $50 CPA Cost Per Action CPA: $15 Average Pos: 1 Low CPA, Low CPA, Low High Position Position • Do nothing Average position
- 22. Bid Strategies | Is not just about CPCs • High performing keywords → Restructure → Budget → Review Ad Copy • Low performing keywords → Pause → Negative keywords → Restructure → Budget → Review Ad copy
- 23. PPC | Bid Management Best Practice • One change at a time • Bid strategies are not set and forget! → Rinse and repeat
- 24. PPC | Share of voice/Impression Share
- 25. PPC – Share of Voice – why does it matter?
- 26. PPC | Share of Voice = Low share of voice = missed opportunity How to improve share of voice? → Increase investment → Bids → Geo target
- 27. PPC | Site links → Up to 6 URLs → Multiple promotions/products → Increase the ad size → No additional cost
- 28. PPC | Extended Sitelinks • Ad Position 1 – 3 • High Quality Score • Good CTR
- 30. What is Google Display Network?
- 31. Agenda • Google Display Network (GDN) • YouTube • FaceBook • LinkedIn • Google Plus • AdWords Enhanced Campaigns
- 32. GDN Explained http://www.youtube.com/watch?v=9A7DRqWz-3U
- 33. GDN Site Example
- 34. Customers consider, evaluate & advocate online 95% of time online is spent on content where display can reach users Search 5% Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on…. Everything else ….the display network reaches 95% these users, placing ads across millions of publisher sites in addition to YouTube and Gmail. Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online- publishers.org/page.php/prmID/421
- 35. Today’s customer moves through phases Display plays an important role at each phase of the purchase cycle Customer purchase funnel GDN features Audience engagement Awareness Contextual targeting Interest Interest category / similar users targeting Intent interest, remarketing Consideration Display + search Purchase Social display Loyalty
- 36. Rich media engagement increases brand recall Perception and recent touch points are critical Good creative has 4x the impact on campaign performance than Awareness media* % of increased brand metrics Interest 4 freq 1 freq 2 3 Rich media drives strong growth Consideration 2 in aided brand awareness** 1 0 Purchase Aided brand awareness The Google Display Network supports an expanding list of rich media formats * comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns ** dynamic logic marketnorms® 2008-2010. fixed frequency level of 1 for campaigns using static image n=80; simple flash n=618; rich media with video n=236; rich media without video n=495
- 37. Targeting customers when they’re evaluating Active period where brands are added or subtracted Targeting types High Awareness Interest categories Impressions Interest Topics Keyword contextual Consideration Placement Similar Low Users Purchase Low CPM High The Google Display Network combines the best contextual and audience targeting in the world with the scale of reaching 92% of US internet users
- 38. Audience & behavioral data reaches qualified prospects Remarketing and demographic & interest category targeting drive ROI Awareness Remarketing can engage past site visitors Interest Users who have visited your web site Consideration Interest category and demographic targeting can Purchase reach more qualified customers Men 18-34 Shopping Sports Automobile * 2010 Google study.
- 39. Targeting customers when they’re in-market Search and shopping cart activity are strong signals of intent Remarketing can engage Awareness shopping cart abandoners Studies show remarketing Users who abandoned the drives 51% higher Interest shopping cart process conversions* Search Search+display Consideration 40% Combining display with search Purchase 20% drives purchase intent by an incremental 7 points** 0% Likelihood to purchase *2010 Google study. ** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.
- 40. Brand advocates are your best customers They recommend and help others discover your brand +1 lets your advocates Awareness recommend you across the web Interest Consideration Users trust personal recommendations more than any other advertising source Purchase Display ads Loyalty
- 41. Display Network Right person Right time Right message • Target a custom segment Layer contextual targeting on • Customize creative based base on specific top of audience targeting to on user behavior, interests demographics, lifestyle, reach users in the right mind or demographics psychographics and set • Rich media drives user behavior data • Topic targeting engagement and recall • Reach qualified based on • Keyword contextual interests and intent to targeting purchase • Placement targeting • Engage past site visitors with remarketing Sources: comScore media metrix report, oct 2011, Google ad planner, internal Google analysis,
- 42. Case Study | Supplementing Search Travel Insurance ran a short-term GDN campaign • This activity supplemented paid search non-brand travel traffic by over 300%, and provided a 45% uplift in non-brand conversions. • Travel insurance CPA remained well below target. • With optimisation, we saw conversions and conversion rate increasing significantly as the campaign progressed.
- 43. Remarketing - Display • Google Display Network (GDN) with Retargeting → Cookie visitors that haven’t converted → Target high volume & shopping related placements → Provide an enticing offer for user to return to site
- 46. GDN Ad Formats
- 47. Ad Formats
- 48. YouTube
- 53. Three Simple Ways to Engage YouTube As They Search… While They Channels Watch… Customized User Promoted Videos Invideo Channels with Call-to-Action TrueView Cpc cpm Same targeting options a GDN
- 54. Ad Formats Connect with YouTube users when they are on the homepage, watching a video or searching for one. Banner Ads Video Ads Text Overlays
- 55. TrueView InStream (Pre-roll) What is it? • In-stream ads play like a TV-style ad before or during another video from a YouTube partner. • Viewers see 5 seconds of your video and then can keep watching or skip it. How will I be charged? • You pay if they watch for at least 30 seconds or to the end of the video (whichever is less)
- 56. Facebook
- 58. Facebook | Premium Ads
- 59. Opportunities – Marketplace Ads
- 60. Comparison – Premium VS Marketplace Features Premium Ads Market Place Minimum Spend $15,000/mth No Limitations Appearance Home Page Any Page (Right (Most exclusive hand side) page) Share Of Voice 100% Less compared to Premium Ad Types 6 Ad Types 4 Ad Types
- 61. LinkedIn
- 63. LinkedIn Australia +3M Members in AU 1 +65% 1 Penetration of professionals 81% 2 University grad or post grad Sources: 1 AU internal LinkedIn data, Sept 2012 2 Nielsen
- 64. A Range of Industries High Tech Corporate (Marketing/PR) Finance Manufacturing Educational Government Construction Consumer Goods (Retail) Media Recreational Medical Non-profit Service Transportation Arts Agriculture Legal Q: Which of the following best describes your company's industry? Base: All respondents Source: LinkedIn Australia Audience 360 Survey, December 2011. (N = 1,014).
- 65. The LinkedIn Audience compared to Australia’s other leading business sites Name Ave daily UBs UBs PIs ASD LinkedIn 280,500 4,029,213 74,368,952 5:48 SMH - Business 134,607 1,723,550 15,555,865 5:40 The Age - Business 92,308 1,110,782 10,060,362 4:54 news.com.au - Business 76,239 1,149,450 4,321,340 2:33 Yahoo!7 Finance 42,924 741,419 4,622,322 2:06 The Australia - Business 30,572 555,602 3,699,653 8:07 Australian Financial Review 24,180 408,536 3,137,568 3:34 Business Spectator 22,546 326,950 2,474,944 4:20 Herald Sun - Business 13,728 287,468 659,023 2:14 *Nielsen Market Intelligence May 2012
- 66. Targeting opportunities create minimal wastage Target By • Profession • Seniority • Education • Industry • Company Size • Geography • Group Membership
- 67. LinkedIn - Display Advertising
- 68. Partner Messages
- 69. Other Ad Units • Expandable Content Ads • Polls Sponsorship • Social Ads Keith, Follow • Company Pages Microsoft Keep up with interesting, relevant updates about Microsoft
- 70. Google+
- 72. Boost your search performance with Google+ Surface recommendations at the moment of intent Engagement Relevance Accountability • Allow your • Show timely • Understand the customers to recommendation impact of social recommend you s to people across the whole searching for you recommendations web on campaign performance
- 73. Improve your search performance 5 –10% average increase in CTR on search ads Android Phone | Example.com www.example.com Save Instantly On Android With No Mail Rebates! Kari Clark, Christian Oestlien, Chris Vennard and 150 other people +1’d this Source: Google internal data
- 74. Example 1 - H&M drives 22% CTR Client uplift with Google+ logo Goal • Increase performance in search • Use social media to reach customers • Emphasize role as trend-leading fashion brand Screenshot Solution • Created a Google+ page and provided a steady stream of interactive content tailored specifically for Google+ • Implemented social extensions to integrate social strategy into search • Grew number of followers by adding a Google+ badge to their website Results • 22% CTR uplift in search performance Source: Google internal data, http://thinkwithgoogle.blogspot.co.uk/2012/06/with-over-940000-followers-h-captivates.html
- 75. Google + page is created. Next add social extensions Example of iiNet Social Extension
- 76. 3 steps to improve performance in Google Search STEP 1 Create and verify your Google+ Page (5 min to create) • Put your URL in the “about” section • Contact your Google representative to verify the page STEP 2 Enable social extensions in AdWords (5 min to set up) • Extend endorsements to Search and realize an average 5-10% search ad CTR uplift STEP 3 Add the Google+ badge to your site (5 min to set up) • For top sites, the Google+ badge increased followers by 38% Source: Google internal data, http://googleplusplatform.blogspot.com/2012/01/more-options-for-google-badges.html
- 77. Google + Author Tags
- 78. Google AdWords Enhanced Campaigns – NEW
- 80. Enhanced Campaigns • Relevance is not one-size-fits-all
- 81. Enhanced Campaigns • Easily adjust bids for different devices
- 82. AdWords Enhanced Campaigns Cont’d • Update on Extensions →Can be scheduled →Set at ad group level →Examples of other extensions App Extensions Offer Extensions
- 83. Questions?
Editor's Notes
- This is our mantra/vision slide
- So as marketers we tend to use a lot of acronyms – CPC, CPA, ROI , EDM.But today’s topic is about SEM – Search engine marketing.
- This morning we are concentrating on two topics – SEO and PPC.SEO – optimise a website for natural/organic listingsPPC - Buying your way into the sponsored (paid) search listingsSEM - A type of online marketing that encompasses both organic SEO and PPC marketing
- When you do a search, the page can be split into 3 areas.
- Let’s have a look at how Google has changed over the years.In 2000, you can see it’s very text heavy for results. But you can already start to PPC results on the top2006, we see the introduction of additional content with the News results showing at the top.2013 there is rich content with universal search results blending news, images and videos
- What happens if you don’t have it – closed sign on the door.What will your customers do – they’ll go to your competitors that can be found, and do sell the product or service. You’ve just missed an opportunity to convert that customer be it to sell a product/service or allow them to find more information.
- End video mid way
- With any marketing activity you first make a plan of what you want to achieve.So we start off with campaign objectives.Once we know what the objectives/goals are we can go and create keywords and ad copy.After the campaign has been running for a little while we want to analyse and report on how things are going.Now that we have data, we can do some bid management and any other ongoing optimisations or changes.When we make optimisations you would refer back to the campaign objectives and then start the lifecycle all over again. Are the keywords and ad copy relevant to the objectives etc..Analysis/Reporting –Ongoing optimisations – includes implementing changes that are discussed in reporting. Examples: keyword expansion, ad copy, bid management and landing page testing.
- However for today’s session on PPC we will be focusing on Planning, Ad Copy and bid management
- Business goalsWhat do you want your paid search activity to do? Is it:Cost Per Acquisition – Purchase, Download, ApplicationCost Per Lead – Sign UpTraffic – to increase your brand awarenessTop Product/ServicesHelps identify relevantkeywords for your campaignUnique selling points What makes you different from your competitors.Are your products cheaper, do you have better service?Targeting/DemographicsSet location based targeting – eg based on stateSeasonality – if you are selling flowers you would want to have a campaign around valentines dayAll this will help you write relevant ad copy.
- Here is a video on writing better relevant ads.Play to the end
- Highlight what makes your business, product, or offer uniqueFree shipping? Large selection? Tell people! Highlight features or areas that make your business stand out from the competition.Include prices, promotions, and exclusivesIf you have something special to offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision.Tell your customers what they can doAre you selling? Tell them what they can buy. Are you offering? Tell them what they'll receive. Strong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.Include at least one of your keywords in your ad textThis can catch the attention of the people who searched for the keyword, and show that your ad is related to what they want. Additionally, the keyword you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is. Let's say you include the keyworddigital cameras in your ad's headline, like "Buy Digital Cameras," and a customer searches for digital cameras. Your ad's headline will appear in bold, like "Buy Digital Cameras." Your ad's headline could also appear in bold if a customer searched for buy SLR cameras, like "Buy Digital Cameras," since "buy" and "cameras" match words in the customer's search term.Match your ad to your landing pageTake a look at the page on your website that you're linking to, which is called the landing page. Make sure the promotions or products in your ad are included in that page. If visitors don't find what they expect to see when they reach your site, they might leave.ExperimentCreate three to four ads per ad group, trying out different messages to see which performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.All this well help you to write better more effective and relevant ad copy and that will get you a better quality score.
- Highlight what makes your business, product, or offer uniqueFree shipping? Large selection? Tell people! Highlight features or areas that make your business stand out from the competition.Include prices, promotions, and exclusivesIf you have something special to offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision.Tell your customers what they can doAre you selling? Tell them what they can buy. Are you offering? Tell them what they'll receive. Strong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.Include at least one of your keywords in your ad textThis can catch the attention of the people who searched for the keyword, and show that your ad is related to what they want. Additionally, the keyword you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is. Let's say you include the keyworddigital cameras in your ad's headline, like "Buy Digital Cameras," and a customer searches for digital cameras. Your ad's headline will appear in bold, like "Buy Digital Cameras." Your ad's headline could also appear in bold if a customer searched for buy SLR cameras, like "Buy Digital Cameras," since "buy" and "cameras" match words in the customer's search term.Match your ad to your landing pageTake a look at the page on your website that you're linking to, which is called the landing page. Make sure the promotions or products in your ad are included in that page. If visitors don't find what they expect to see when they reach your site, they might leave.ExperimentCreate three to four ads per ad group, trying out different messages to see which performs the best with your customers. Let your customer tell you what they want to see.Example : Let’s say you sell a newspaper subscription for $365 a year. You could test $365 in your ad or $1 a day. Other examples are one day shipping or 24 hour shipping.All this well help you to write better more effective and relevant ad copy and that will get you a better quality score.
- Before we go into bid management let’s first talk about the quality score I just mentioned..End video part way.So the first step to cheaper CPCs is actually getting relevant ad copy and keywords. The other thing we can do is bid strategies.
- Regardless if you use a bid management technology or the steps you go through for a bid strategy is the same.You can’t make an informed decision if you don’t have data. Generally we suggest leaving about 2 weeks but this can change depending on the size of the campaigns. It could be more for smaller campaigns or it could be less for larger campaigns.Sometimes you have keywords that perform different functions. Some keywords you will always want to appear e.g brand terms.Some keywords goals are based on their profitabiliye.g CPA or CPLFigure out what keywords are working and what is not working from the data.
- Generally you will come across these four scenarios to which you need to make a decision. This is where a technology could help you do this. Adwords has a conversion tool, or you may have heard of Marin/Kenshoo.There is nothing stopping from you doing this manually as well in an excel spread sheet which might work for smaller campaigns.
- Generally you will come across these four scenarios to which you need to make a decision. This is where a technology could help you do this. Adwords has a conversion tool, or you may have heard of Marin/Kenshoo.There is nothing stopping from you doing this manually as well in an excel spread sheet which might work for smaller campaigns.
- Generally you will come across these four scenarios to which you need to make a decision. This is where a technology could help you do this. Adwords has a conversion tool, or you may have heard of Marin/Kenshoo.There is nothing stopping from you doing this manually as well in an excel spread sheet which might work for smaller campaigns.
- Generally you will come across these four scenarios to which you need to make a decision. This is where a technology could help you do this. Adwords has a conversion tool, or you may have heard of Marin/Kenshoo.There is nothing stopping from you doing this manually as well in an excel spread sheet which might work for smaller campaigns.
- Generally you will come across these four scenarios to which you need to make a decision. This is where a technology could help you do this. Adwords has a conversion tool, or you may have heard of Marin/Kenshoo.There is nothing stopping from you doing this manually as well in an excel spread sheet which might work for smaller campaigns.
- However bid management should not just be about moving bids up or down. There are other best practices we recommend that falls in bid management/optimisations.With the high performing terms we recommend moving them to their own campaign.This allows for better budget control to make sure they have sufficient budget to spend as requiredPerhaps these keywords are also sitting in a low average position. We could try increasing CPCs to improve the average position and potentially improve their performance even more. Is it the ad copy/keyword combination that is making them perform well. Are there learning's we can use for other parts of the accountWith low performing terms the easiest thing we could do is pause them. But before we do that, we would suggest giving them a chance to improvePerhaps the average position they are currently sitting at isn’t cost effective. We could decrease the CPCs so they spend less but still showAre there negative keywords we could implement. E.g if you are selling cruises, you would want to include “tom cruise” as a negative. There are reports that you can run to show you the actual search terms used compared to the keyword you are bidding on.Take the poor performing keywords and isolate them in a campaign. Just like the high performing terms we can give them a lower budget and control how much they spendIs there ad copy from the high performing terms that is working well that we can use?Paid search is constantly changing with seasonality, competitors and your own marketing activity. We would recommend reviewing how results are going
- If you make multiple changes at the same time – how do you know what is making the strategy work? Was it seasonality, was it a competitor, was it our new promotion.A PPC campaign is not a set and forget marketing channel. We recommend regular review of results to make sure the changes made are in the right direction.
- An easy way to understand the value of impression share is to think of the online advertising landscape as a delicious pie. You and your competitors are each trying to grab the biggest slice of that pie. By tracking your impression share metrics, you're keeping tabs on the size of your slice compared to the whole.Example – Bob has an PPC campaign. The total impressions available was 1000 but he only showed 500 times. His impression share is 50%
- Remember this sign?Not having a search campaigns is like not answering the phone or having a closed sign on your front door. And what happens if your door is closed but your competitor’s door is open?
- A missed opportunity for a sale, conversion or traffic.Use example of Bob – he is getting 10 conversions but he only has 50% share of voice. If he increased his share of voice to 100% he could double his conversions.Need to make sure that the budget increase is relevant. Let’s say you are a bank and your credit card offer isn’t the best. You may want to hold off.
- An example of extended site links. Has to satisfy a few criteria
- Customer lands on your site but doesn't put a lead through. Customer then proceeds to hope onto Google and search for WA BalletAs the customer has been included into one of our advanced segments we can retarget them with a promotional ad copy – We can also tailor this promotional copy. Because the audience segments we will build will be comprehensive, we can begin to exclude customers who have searched for wa ballet. Segment further by targeting customers who have browsed different sections of the website, and retarget them with a promotion copy tailored to that product
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