1. HOW TO MAKE GENERICS WORK
THROUGH PAID SEARCH
Presented by:
Ben O’Neil, Account Manager
17th July 2014

2. Contents
• 7thingsmedia introduction
• Why invest?
• Old World
• Typical client briefs
• How to optimise
• Summary
• Q&A
@7thingsmedia
@IABUK

3. Affiliates
LONDON | NEW YORK | SINGAPORE
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia

4. Today

5. Why invest in Generics?
• Many question the value of generic paid search
• Can budget be better spent elsewhere?
• Account audits provide some shocking insight
– Leads to scepticism of generic tactics
@7thingsmedia
@IABUK
What are the benefits:
• Direct Response technique
• New customer acquisition
• Branding element

6. Old world
Keyword
Grouping
Ad Copy &
Destination
Successful
Conversion
@7thingsmedia
@IABUK

7. Typical client briefs
Client A:
Fast Fashion
Retailer
Client B:
City Centre Hotel
Chain
Client C:
New Cosmetics
Brand
@7thingsmedia
@IABUK

8. What issues could these brands face?

9. How can we optimise?

10. How do we optimise
Google released over 1,000 changes
to the Adwords eco-system in 2013
@7thingsmedia
@IABUK

11. Match types
Google Search
receives 500 million
never-
before-seen
queries per day
Google UK, May 2014
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@IABUK

12. Match types
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@IABUK

13. Match types
Typical situation
• Broad and Exact keyword match types
– Match types both inefficient and
constrictive
Solution
• Broad Modified keywords for long tail
queries
• Allow for greater intent, conversational
searches
@7thingsmedia
@IABUK

14. How can Ad Scheduling help a brand?

15. Ad scheduling
Ad Scheduling consistently NOT used in accounts
We know conversion differs
• Per hour
• Per day
• Per season
• Different across verticals?
@7thingsmedia
@IABUK

16. Ad scheduling
Typical situation:
• Generic ads showing 24hrs a day, 7 days a
week
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Midnight Noon Midnight
Conversion Rate
- 10%
- 20%
+ 30%
+ 15%
OFF
Solution
• Schedule ads to only run at key trading hours
• Bid Adjustments to alter Ad Positioning
@7thingsmedia
@IABUK

17. Geo-targeting
Conversion per location will also differ greatly
• Does your brand have physical stores?
− Where?
Brand awareness not the only factor:
• Affluence/disposable income?
• Trends per region?
• Weather?
Where is your customer located?
@7thingsmedia
@IABUK

18. Geo-targeting
Typical situation:
• Targeting generics UK wide
Solution
• Geo-target store locations
• Trial other locations over time
− Discover your target audience
• Bid Adjustments across regions, cities etc.
@7thingsmedia
@IABUK
= Store Location

19. Enhanced campaigns
Google release in February 2013
• “Marketing for a constantly connected world”
• Removal of device specific targeting
Wealth of wider releases
• Bid Adjustments
• Expanded Site Links
• Remarketing for Search
• New ad extensions
@7thingsmedia
@IABUK

20. How can device targeting be utilised?

21. Device targeting
Desktop queries for
clothing declined
by -15%, while
Mobile queries
grew by 32% and
Tablet searches
grew by 40%
- (Q4 2013 YoY)
@7thingsmedia
@IABUK

22. Device targeting
Typical situation:
• Responsive mobile site
• Reducing bids on mobile - no analysis
Solution
• Analyse performance at campaign level
• Take advantage of low cost traffic over
competition
@7thingsmedia
@IABUK

23. Product Listing Ads
Typical situation
• “All Products” basic campaign build out
• No negative keyword optimisation
Solution
• Build out of granular Ad Groups/Campaigns
• More aggressive bidding strategies
• Negative keyword’s for broad, low intent terms
@7thingsmedia
@IABUK

24. Product Listing Ads
Typical situation
• “All Products” basic campaign build out
• No negative keyword optimisation
Solution
• Build out of granular Ad Groups/Campaigns
• More aggressive bidding strategies
• Negative keyword’s for broad, low intent terms
@7thingsmedia
@IABUK

25. Remarketing for Search Ads
Remarketing now available on search text ads
• Gathers IP addresses based on past behaviour
• Past buyer?
• Basket abandoned?
• Browsed specific category?
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@IABUK

26. Remarketing for Search Ads
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@IABUK

27. How can a new brand make a noise?

28. Remarketing for Search Ads
Typical situation
• Remarketing for Search (RLSA) not being used
• Or not being used correctly
• Generic menswear keywords
• 6% Conversion Rate
• 7:1 ROI
Client Example
Solution
• Gather IP addresses based on past behaviour
• Utilise lists for more aggressive generic strategy
– Higher ad positions for past visitors
Previous buyer
New?
Anti Wrinkle Cream
Abandoned basket
@7thingsmedia
@IABUK

29. Tactical generic targeting
Tying together several of these efficiency tools, your
generic strategy can become highly tactical
• With restrictive budgets
• Against more established competitors
• You need to make a noise at the right time for
your business
@7thingsmedia
@IABUK

30. How to make an impact
478%
Revenue
• Deliver generic ads:
- At peak trading hours
- In key locations
- RLSA specific campaigns
- During sale
• December YoY
• 20% Generic Revenue
• 2.5:1 ROI
Client Example
@7thingsmedia
@IABUK

31. Summary

32. Summary
+anti +wrinkle +cream
• Match Types
• Ad Scheduling
• Geo-targeting
• Mobile Bid Strategy
• Remarketing for Search
• Tactical Generics
EFFICIENT
INCREMENTAL
BUSINESS
@7thingsmedia
@IABUK

33. Questions

34. fin.
connect:
ben.oneil@7thingsmedia.com
www.7thingsmedia.com
@7thingsmedia
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