James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
1. ionSearch 2012 - Expert Panel Suite
Maximising ROI For High-Turnover
Ecommerce Campaigns
James Holmes – Paid Search Director, Blueclaw - Moderator
Peter Whitmarsh – PPC Manager, Search Laboratory
Adam Hawkins – UK Sales Manager, Kenshoo
Arianne Donoghue – Head of PPC, Stickyeyes
3. 14.15- 15.00:
Maximising ROI for high-turnover ecommerce PPC
campaigns
James Holmes - Paid Search Director, Blueclaw – Moderator
Peter Whitmarsh - PPC Manager, Search Laboratory
Adam Hawkins - UK Sales Manager, Kenshoo
Arianne Donoghue - Head of PPC, Stickyeyes
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4. 1. How have Google’s latest ad innovations helped
ecommerce advertisers?
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5. Dynamic Remarketing
• Allows for dynamic insertion of
products into remarketing
banners
• Based on users’ interaction with
your website
17. Rules Based Bidding
• Bids are set on keywords
• Each keyword strives to reach the
(same) goal
• Keywords look to hit its own
individual goal…
• …even if there is an opportunity to
improve overall performance by
relaxing its own goal/constraint
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18. Portfolio Bidding
• Bids are also set on keywords
• The goal is for the entire
portfolio – individual
keywords don’t have a goal
• They all work together
towards the “greater good,”
even if it means taking a
“personal hit”
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19. 4. How best to structure PPC campaigns for maximum ROI?
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21. The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
22. The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword Wrong
reporting
23. The Solution
Well thought-out ad group negatives
24. Example
Dresses
Brand Colour Quality Style
Gucci Red Cheap Maxi
D&G Black Designer Mini
Primark Pink High End Prom
25. Negatives
• Think about the priority of negatives when
setting up
• Where should a search phrase ‘cheap red
maxi dresses size 10 uk’ be?
– Dresses (Head terms)
– Dresses >> Colours >> Red
– Dresses >> Style >> Maxi
– Dresses >> Quality >> Cheap
26. Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
27. Priorities
Brand > Style > Colour > Quality > Head Terms
• Then when setting up we know that:
– ‘Gucci’ can be negated in the style, colour, quality &
head terms groups
– ‘Red’ can be negated in the quality & head terms groups
28. Priorities
Brand > Style > Colour > Quality > Head Terms
• So now we know that ‘cheap red maxi dresses size
10 uk’ can only go to one place
• Maxi is negated in everything below style so it has
to go to the style ad groups
29. 5. PPC & SEO- Synergy, Cannibalism or both?
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31. Depends on what?
• Where you rank organically
• Levels of competition in your sector
• Costs of PPC
• Strength of your brand
• What tracking/attribution software you use
• How well integrated you *actually* have them
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34. Incrementality
• Where the combination is greater than the sum of its parts
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35. Test, Analyse & Learn
• Every business is different
• No substitute for your own data
• Examine your analytics
• Use attributed data where possible
• Understand where and how your PPC & SEO work together
It’s not about which is better or worse – they’re just
different!
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36. 6. How does the EU cookie law change things for PPC
advertisers?
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37. EU Cookie Law
• aka European Privacy Directive
• Comes into effect 26th May 2012
• Put simply:
• No cookies must be placed without user consent (opt-in)
• Unless they are essential for the site experience, e.g.
shopping cart
38. Key Questions
1. What happens to tracking and attribution which rely on the
use of cookies?
2. What could the impact be if a high percentage of site users
decline to opt-in?
3. What happens to a site if it doesn’t comply?
48. The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
49. The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword Wrong
reporting
50. The Solution
Well thought-out ad group negatives
51. Example
Dresses
Brand Colour Quality Style
Gucci Red Cheap Maxi
D&G Black Designer Mini
Primark Pink High End Prom
52. Negatives
• Think about the priority of negatives when
setting up
• Where should a search phrase ‘cheap red
maxi dresses size 10 uk’ be?
– Dresses (Head terms)
– Dresses >> Colours >> Red
– Dresses >> Style >> Maxi
– Dresses >> Quality >> Cheap
53. Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
54. Priorities
Brand > Style > Colour > Quality > Head Terms
• Then when setting up we know that:
– ‘Gucci’ can be negated in the style, colour, quality &
head terms groups
– ‘Red’ can be negated in the quality & head terms groups
55. Priorities
Brand > Style > Colour > Quality > Head Terms
• So now we know that ‘cheap red maxi dresses size
10 uk’ can only go to one place
• Maxi is negated in everything below style so it has
to go to the style ad groups