1. PERFORMANCE SEARCH
Sergeant Major Newman
Tank Commander Brady

2. Our Mission Today
CPL, CPD, get
on the floor: 1, 2,
3!
CPC, CPA, time
to get you fit
today!

3. Rules of engagement:
1. Limbering up time
2. Assessing your core fitness
3. High impact training
4. Strength & stamina
5. Warm-down

4. LIMBERING UP

5. Hilton hasn‟t heard the gossip…
20 SIT UPS,
AT THE
DOUBLE!

6. GAP doesn‟t tailor some ads to search queries…
I WANT TO SEE
YOU SWEAT!

7. Ernest Jones needs to focus on cost savings…
But don‟t target keywords correctly…
YOU CAN’T
HANDLE THE
TRUTH!

8. Grossly unfit Breaking a sweat Marathon runner Usain Bolt
Assessing Your
Core Fitness

9. 90% of merchants have PPC brand competitors
Are you appearing on key brand terms?

10. Are you appearing on your brand terms?

11. „Easyjet flights‟ 110,000 searches per month
35% of traffic
lost
38,500 potential
clicks
AOV: £500
CR: 4%
Sales: 1,540 Rev: £770,000
Are you appearing on your brand terms?

12. Are you appearing on your brand terms?

13. Are you appearing on your brand terms?
Grossly unfit Breaking a sweat Marathon runner Usain Bolt
 Test incrementality of PPC + SEO
 Remember brand coverage can:
 Give you greater dominance of inventory space
 Help to facilitate quality score across your account
 Enable (instant) controlled messaging & offers
 Help to push the competition out of easy-win territory

14. Negative matching showed a 350% ROI increase
for clients like Canterbury.com
Are you using this technique effectively?

15. Are you negative matching effectively?
£1,820 potential
wasted money

16. Are you negative matching effectively?
£12,160
wasted money

17. Are you negative matching effectively?
 Cut down on wasted ad spend
 Improve targeting, thus quality score
 Boost your ROI
 Identify new opportunities
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18. Bing drives 10% additional traffic…
…at twice the conversion rate of Google.
Are you appearing there?

19. Are you appearing on Bing?
2,615 impression
reach

20. Are you appearing on Bing?
89.3%
4.7%
3.3% 2.7%
UK Market Share
73.8%
16.0%
15.2%
1.9%
US Market Share
Google
Bing
Yahoo
Other
Google’s share is less than 85% in Europe Source: ComScore, 2013Source: Experian, 2013

21. Are you appearing on Bing?
 There‟s a potential 10% extra traffic
 Some of our clients have seen up to 100% conversion increase
 The porting process from Google is simple
 Coverage across Bing and Yahoo on one platform
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22. Found sitelinks increase CTR by up to 40%
So why doesn‟t everyone use them?!

23. Are you using Sitelinks?

24. Are you using Sitelinks?
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 Take up even more valuable search real estate (for negligible cost)
 Push competition even further down the page
 Direct users to multiple landing pages – deep-linking
 Even greater control over messaging
 Great for quick messaging, e.g. 1 day sales

25. It‟s been the “decade” of the mobile!
So why do 44% of the merchants at this
event, doing mobile PPC, have un-optimised
sites…?

26. Mobile is growing…
And growing…
Source: eConsultancy 2013

27. 27
x5Mobile search queries increase in 2
years (Google, 2012)
95%
Smartphone use results in action
e.g. purchase, call etc. (Google, 2012)
40%
Mobile users turned to
competitor after bad
experience (Gomez)
67%
Smartphone owners more likely to
buy from an optimised site
(Google, 2012)
Mobile is growing…

28. 28
Mobile is growing…
60% of the real estate is
taken up by paid
advertising

29. Are you mobile-optimised?
 A growing customer-base of engaged mobile searchers
 Conversion can be better than desktop (thanks e.g. to call extensions)
 Localised targeting
 Lower CPC‟s (currently)
 Less competition

30. So, how fit are we all?
Yes, 48
%
No, 52
%
Mobile Optimised
Yes, 64
%
No, 28
%
Poor, 8
%
Mobile PPC
Yes, 60
%
No, 28
%
Poor, 1
2%
Bing PPC
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31. So, how fit are we all?
Yes, 76
%
No, 24
%
Poor, 0
%
Brand Presence
(where needed)
Yes, 81
%
No, 14
%
Poor, 5
%
Sitelinks
Yes, 48
%
No, 33
%
Poor, 1
9%
Basic Negatives
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32. Rules of engagement:
1. Get the basics right
2. Question whether you should
be appearing on your brand
terms
3. Expand your negatives list
4. Ensure you utilise sitelinks
5. Get mobile

33. HIGH IMPACT

34. Aggregator sites are dominating PPC
But do they build and protect your brand?

35. The rise of the Aggregator Sites: Own your Brand
Booking.com dominates the European online
travel market with 55% market share and over
226,000 hotels within its listings.
(source HotelNewsNow.com)

36. The rise of the Aggregator Sites: Own your Brand

37. The rise of the Aggregator Sites: Own your Brand
Would you prefer this?

38. The rise of the Aggregator Sites: Own your Brand
Or this?

39. The rise of the Aggregator Sites: Own your Brand
 Take back your brand – we call it ‘brand protection’
 Own YOUR customers
 Prevent potential leakage
 Use aggregators for generics, but heavily question their value on brand
 Pay less commission by filling the void yourself or with a partner
Grossly unfit Breaking a sweat Marathon runner Usain Bolt

40. Product Listing Ads are now all paid for
But many advertisers are struggling…

41. Merchant products used to appear in natural search results
Google Shopping – PLA‟s

42. Google Shopping – PLA‟s
Now merchants have to pay to appear

43. CTR for PLAs was 73%
higher than standard text
ads
PLA moved from a
1.5% market share in
Q2 to 5.6% in Q3
And the space is going to
become more and more
competitive & valuable
Click share also
increased from 1.2% to
7.9%
Conversion rate was
35% higher
Average CPC was 36%
lower resulting in an
ROI improvement of 46%
Landscape on a study of 270m global impressions & clicks (Kenshoo, 2012)
Google Shopping – PLA‟s

44. Well-managed PLA PPC will lead to greater results & ad rank
Google Shopping – PLA‟s

45. Google Shopping – PLA‟s

46.  You now have to pay for a service that was once free
 Compared to traditional search, industry averages suggest:
 Higher CTR‟s
 Higher Conversion Rates
 Higher ROI
 It‟s important to start accessing the benefits of PLA‟s before the space
gets saturated
Google Shopping – PLA‟s
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47. Enhanced campaigns…
Dun dun DUUUUN! …

48. Enhanced Campaigns: what are they?
 Big update to Google AdWords core functionality
 Mandatory update by end of July 2013
 Desktop & tablet devices are grouped together
 Bids are now set with “% change modifiers”

49. What do our friends at Google say??
Day Parting
• With more advanced ad
scheduling you can
better optimise your
campaigns to the
various hours of the day.
0
1000
2000
3000
4000
5000
6000
7000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000

50. Location Targeting
• With proximity bidding you can
bid more for customers closer to
you.
What do our friends at Google say??

51. Advanced Extensions
• Ad Group Sitelinks
• Extension Scheduling
• Call & App Downloads
What do our friends at Google say??

52. But…

53. • Rising CPC’s
• Mobile Bidding Issues
• Inability to optimise to
best practice performance
PPC
But…

54. Enhanced Campaigns are here - be prepared!
 Improved targeting with ad scheduling & proximity bidding
 New features: ad group sitelinks & click to download
 But… beware of rising costs from CPC increases and bid adjustment
multipliers
 And… we think Google may reverse this in the future…
Grossly unfit Breaking a sweat Marathon runner Usain Bolt

55. STRENGTH &
STAMINA

56. Getting more out of Performance Search
 Facebook Exchange Retargeted Ads deliver massive
return on investment: up to 16x (Techcrunch)
 Excellent opportunities for lead generation
 Great support for offer endorsement & shareability
 Ability to directly target your database

57. Getting more out of Performance Search
 Cheaper CPC’s
 Localised targeting
 Great mobile compatibility
 Complements the performance model
 Ability to target by:
 demographic
 interests
 Who the user is following

58. Getting more out of Performance Search
 inSlate (pre-10 minute+ videos)
 inSearch (static ads)
 inStream (TV format-like adverts)
 inDisplay (GDN)
 Mobile Roadblocks (100%
share of voice on
m.youtube.com)

59. But have we reached our goal?!
Grossly unfit Breaking a sweat Marathon runner Usain Bolt

60. WARM DOWN

61. ATTEN-TION!
1. Don’t make silly mistakes
2. Take advantage of new
developments, but…
3. Not at the expense of your
core campaign
4. Always keep performance &
ROI front of mind!

62. GOOD JOB, SOLDIER!
NOW HIT
THE SHOWERS!

63. PERFORMANCE SEARCH
Brought to you by:
Pete Newman
Jamie Brady
bootcamp@found.co.uk
0207 653 6709
@found_online
F: foundonline
www.found.co.uk