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Winning PPC Tactics


Arianne Donoghue
Farnell element14
Ecommerce Marketing Manager - Europe




London| 18–21 February
London| 18–21 February 2013 | #SESLON




Product Listings Ads




                                        @ariannedonoghue
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!




          Australia, Brazil, the Czech Republic,
           France, Germany, Italy, Japan, the
         Netherlands, Spain, Switzerland, the UK
                       and the US.                        @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Benefits
• Currently our best performing generic campaign!
• Drives significant revenue




                                                             @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Best Practice
• Most common errors:




                                              @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Get to know Merchant Center!




                                                     @ariannedonoghue
London| 18–21 February 2013 | #SESLON



 Work to improve your feed’s quality




• Look at optional attributes too:



                                                           @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



How should I structure my campaign?




                                                   @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Adding product targets
• 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”




                                                                @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Improving traffic quality
• Run search query reports
• Add negatives for irrelevant or poorly-performing queries




                                                              @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Promotional Text
• Your chance to share your USP!
• Search term “nikon d5100 body”
• Create new ad groups for different messages
• Be specific, NOT generic!
        Free Delivery.        Free               Free Delivery
          100% UK           Shipping!             On Orders
            Stock.                                Over £150




                                                              @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Product Listings Ads

 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


                                                              @ariannedonoghue
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

Google crawls your site
 and fill in the gaps in
  your keyword lists




                                                 @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Will they work for you?
• If you stock different products/services
• Products/services that change frequently
• If you sell seasonal products




                                                              @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Setting Up Dynamic Ad Targets
                                   • Very similar to PLAs
                                   • Separate ad groups
                                     for unique ad text
                                   • Segment targets by:
                                         o Category
                                           o URL
                                        o Page Title
                                      o Page Content




                                                      @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Best Practice

                    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!

                                      @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Categories
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.
                                                                @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Excluding Targets
 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.
                                                             @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Dynamic Search Ads

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


                                                              @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Enhanced Campaigns




                                           @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Enhanced Campaigns




              ... are all about context

                                                        @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Enhanced Campaigns




    ... and targeting users by location, device and time.

                                                            @ariannedonoghue
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
  Within one campaign you can manage bids for different
           devices, locations and times of day.
     The multipliers are cumulative & work together.




                                                           @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Location Targeting




Have multiple locations within one campaign and bid up/down
                        as appropriate

                                                           @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Device Targeting




       Apply multipliers to mobile or desktop/tablets.
        Exclude mobile altogether by bidding -100%
You cannot exclude desktops/tablets or bid on tablets/mobiles
                          separately                  @ariannedonoghue
London| 18–21 February 2013 | #SESLON



New Ad Options
 Create custom mobile ads from within a desktop campaign




   Create mobile only
  sitelinks or schedule
         sitelinks
                                                          @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Other Sitelink Enhancements
Individual Sitelink Reporting & Approvals




Sitelinks also available at Ad Group level – no need for a new
Campaign
                                                               @ariannedonoghue
London| 18–21 February 2013 | #SESLON



New Conversion Types
If you don’t have Google Conversion Tracking installed, get on
it!




                                                               @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Fewer Campaigns Needed




 Once migration has taken place, management of campaigns
            moving forward may be simplified.
                                                          @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Summary

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


                                                             @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Summary

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



                                                               @ariannedonoghue
London| 18–21 February 2013 | #SESLON



Things We Don’t Know Yet

 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?




                                                               @ariannedonoghue
London| 18–21 February 2013 | #SESLON



 Key Takeaways
• 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

                                                                  @ariannedonoghue
London| 18–21 February 2013 | #SESLON



One last tip…




                                      @ariannedonoghue
Thanks!




London| 18–21 February

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Winning PPC Tactics - SES London 2013

  • 1. Winning PPC Tactics Arianne Donoghue Farnell element14 Ecommerce Marketing Manager - Europe London| 18–21 February
  • 2. London| 18–21 February 2013 | #SESLON Product Listings Ads @ariannedonoghue
  • 3. London| 18–21 February 2013 | #SESLON How do you feel about them? @ariannedonoghue
  • 4. London| 18–21 February 2013 | #SESLON Now is the time to make sure you have PLA campaigns! Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK and the US. @ariannedonoghue
  • 5. London| 18–21 February 2013 | #SESLON Benefits • Currently our best performing generic campaign! • Drives significant revenue @ariannedonoghue
  • 6. London| 18–21 February 2013 | #SESLON Best Practice • Most common errors: @ariannedonoghue
  • 7. London| 18–21 February 2013 | #SESLON Get to know Merchant Center! @ariannedonoghue
  • 8. London| 18–21 February 2013 | #SESLON Work to improve your feed’s quality • Look at optional attributes too: @ariannedonoghue
  • 9. London| 18–21 February 2013 | #SESLON How should I structure my campaign? @ariannedonoghue
  • 10. London| 18–21 February 2013 | #SESLON How should I structure my campaign? @ariannedonoghue
  • 11. London| 18–21 February 2013 | #SESLON How should I structure my campaign? @ariannedonoghue
  • 12. London| 18–21 February 2013 | #SESLON Adding product targets • 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” @ariannedonoghue
  • 13. London| 18–21 February 2013 | #SESLON Improving traffic quality • Run search query reports • Add negatives for irrelevant or poorly-performing queries @ariannedonoghue
  • 14. London| 18–21 February 2013 | #SESLON Promotional Text • Your chance to share your USP! • Search term “nikon d5100 body” • Create new ad groups for different messages • Be specific, NOT generic! Free Delivery. Free Free Delivery 100% UK Shipping! On Orders Stock. Over £150 @ariannedonoghue
  • 15. London| 18–21 February 2013 | #SESLON Product Listings Ads  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 @ariannedonoghue
  • 16. London| 18–21 February 2013 | #SESLON What does this mean for you? @ariannedonoghue
  • 17. London| 18–21 February 2013 | #SESLON Dynamic Search Ads @ariannedonoghue
  • 18. London| 18–21 February 2013 | #SESLON Dynamic Search Ads Google crawls your site and fill in the gaps in your keyword lists @ariannedonoghue
  • 19. London| 18–21 February 2013 | #SESLON Will they work for you? • If you stock different products/services • Products/services that change frequently • If you sell seasonal products @ariannedonoghue
  • 20. London| 18–21 February 2013 | #SESLON Setting Up Dynamic Ad Targets • Very similar to PLAs • Separate ad groups for unique ad text • Segment targets by: o Category o URL o Page Title o Page Content @ariannedonoghue
  • 21. London| 18–21 February 2013 | #SESLON Best Practice 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! @ariannedonoghue
  • 22. London| 18–21 February 2013 | #SESLON Categories 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. @ariannedonoghue
  • 23. London| 18–21 February 2013 | #SESLON Excluding Targets 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. @ariannedonoghue
  • 24. London| 18–21 February 2013 | #SESLON Dynamic Search Ads 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 @ariannedonoghue
  • 25. London| 18–21 February 2013 | #SESLON Enhanced Campaigns @ariannedonoghue
  • 26. London| 18–21 February 2013 | #SESLON Enhanced Campaigns ... are all about context @ariannedonoghue
  • 27. London| 18–21 February 2013 | #SESLON Enhanced Campaigns ... and targeting users by location, device and time. @ariannedonoghue
  • 28. London| 18–21 February 2013 | #SESLON How has the industry taken it? @ariannedonoghue
  • 29. London| 18–21 February 2013 | #SESLON Areas of improvement @ariannedonoghue
  • 30. London| 18–21 February 2013 | #SESLON New Bid Adjustments Within one campaign you can manage bids for different devices, locations and times of day. The multipliers are cumulative & work together. @ariannedonoghue
  • 31. London| 18–21 February 2013 | #SESLON Location Targeting Have multiple locations within one campaign and bid up/down as appropriate @ariannedonoghue
  • 32. London| 18–21 February 2013 | #SESLON Device Targeting Apply multipliers to mobile or desktop/tablets. Exclude mobile altogether by bidding -100% You cannot exclude desktops/tablets or bid on tablets/mobiles separately @ariannedonoghue
  • 33. London| 18–21 February 2013 | #SESLON New Ad Options Create custom mobile ads from within a desktop campaign Create mobile only sitelinks or schedule sitelinks @ariannedonoghue
  • 34. London| 18–21 February 2013 | #SESLON Other Sitelink Enhancements Individual Sitelink Reporting & Approvals Sitelinks also available at Ad Group level – no need for a new Campaign @ariannedonoghue
  • 35. London| 18–21 February 2013 | #SESLON New Conversion Types If you don’t have Google Conversion Tracking installed, get on it! @ariannedonoghue
  • 36. London| 18–21 February 2013 | #SESLON Fewer Campaigns Needed Once migration has taken place, management of campaigns moving forward may be simplified. @ariannedonoghue
  • 37. London| 18–21 February 2013 | #SESLON Summary 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 @ariannedonoghue
  • 38. London| 18–21 February 2013 | #SESLON Summary 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 @ariannedonoghue
  • 39. London| 18–21 February 2013 | #SESLON Things We Don’t Know Yet  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? @ariannedonoghue
  • 40. London| 18–21 February 2013 | #SESLON Key Takeaways • 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 @ariannedonoghue
  • 41. London| 18–21 February 2013 | #SESLON One last tip… @ariannedonoghue

Notas do Editor

  1. Many people dislike them – because Google has removed a product/sales you could previously have gotten for free and now want to charge for. Allegedly to improve the user experience but also impacts revenue for Google.
  2. So those issues aside, I actually quite like them.