Check out leading search experts Sergeant Major Newman and Tank Commander Brady's #a4uexpo Performance Search Boot Camp.
"This session isn't for the faint hearted. It's performance search shock treatment, a jam-packed session that will exhilarate and ensure your notebook feels the burn"
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?
13. Are you appearing on your brand terms?
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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
17. Are you negative matching effectively?
Cut down on wasted ad spend
Identified negatives will benefit other campaigns
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?
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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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…?
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…
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
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
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40. Product Listing Ads are now all paid for
But many advertisers are struggling…
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
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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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??
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…
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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?!
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61. Rules of Engagement
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!
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
Notes de l'éditeur
SitelinksBrand TermsPoor Ad TextBing
SEARCH OTHER EXAMPLES
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
Cross channel forecaster
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!! Changed JB
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
We all know that car insurance is one of the most expensive keywords on Google Adwords– linkSo why would advertisers not opt out of THIS…?Google keyword planner shows avg. CPC of £7 and 260 monthly searchesAssume 5% CTR
Even more expensive – hit them even harder – bam!Assume 5% CTR
Need stronger info hereMake up stat – increased net profitability by X% - new client expanded out negatives. See if we can get exact case study Changed JB (needs tidying up)
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
Especially given that they’re not appearing on comparison engines – you think they’d appear on search!
UK data is hitwise. US data is ComScore
FACTS!! Changed JB (needs tidying up)
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
UPDATED JB (needs cleaning up)
Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
From econsultancy
Google mobile ad revenue2010: $1bn2011: $2.5bn
Google mobile ad revenue2010: $1bn2011: $2.5bn
Out of 25 attending merchantsLooooads of you not mobile optimised, or even responsiveYou seem pretty good on desktop PPC, but a few not good enoughInterestingly we have 32% of you advertising on mobile without a mobile optimised site!Brand when needed and sitelinksetc
Cross-section of 25 merchants from attendee list
A lot of merchants generally appearing on brand terms, but a large amount where brand terms aren’t 100% up to scratch. Mostly aggregators and competitors pushing above your own brand, with lots of leakage.Quite good with sitelinks, but under a half of the merchants polled did not have good enough negative keywords. These were based around fairly high volume terms that should be excluded.
95% of performance marketing is in nailing the essentials.Don’t just jump to the “next big thing”, to the detriment of your core campaign.
Need stats to show the core aggregators and how they have taken more and more market share
Need stats to show the core aggregators and how they have taken more and more market share
Need stats to show the core aggregators and how they have taken more and more market share
Remember this is about brand. On generic terms, of course you want to be on these sites (well, potentially). This is about your brand and your visitors.
Remember this is about brand. On generic terms, of course you want to be on these sites (well, potentially). This is about your brand and your visitors.
Then show the same but with a merchant appearing on their brand and still getting low CTR.
Need stats to show the core aggregators and how they have taken more and more market share
Screenshots of Found tool
Stats need updating
Need updating. Must be punchy
Need stats to show the core aggregators and how they have taken more and more market share
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
This is the cool stuff / the new stuff
Facebook Exchange ads allow businesses to retarget visitors to their websites when they next visit Facebook. For example, someone who checks out a a pair of shoes on a clothing site but doesn’t end up buying could see ads encouraging them to buy those same shoes next time they’re on Facebook. Retargeting lets businesses reach potential customers who’ve shown purchase intent and have a much higher likelihood of conversion. This means advertisers may be willing to pay much higher prices than for standard ads.
Facebook Exchange ads allow businesses to retarget visitors to their websites when they next visit Facebook. For example, someone who checks out a a pair of shoes on a clothing site but doesn’t end up buying could see ads encouraging them to buy those same shoes next time they’re on Facebook. Retargeting lets businesses reach potential customers who’ve shown purchase intent and have a much higher likelihood of conversion. This means advertisers may be willing to pay much higher prices than for standard ads.
inSlate (pre- 10 minute long, or more, videos).inSearch (static ads that appear above or to the right of regular results on the search results pages).inStream (tv format-like adverts).inDisplay (ads within the Google Display Network or alongside related YouTube videos).Mobile Roadblocks (100% share of voice on all home, browse and search pages on m.youtube.com).
inSlate (pre- 10 minute long, or more, videos).inSearch (static ads that appear above or to the right of regular results on the search results pages).inStream (tv format-like adverts).inDisplay (ads within the Google Display Network or alongside related YouTube videos).Mobile Roadblocks (100% share of voice on all home, browse and search pages on m.youtube.com).
95% of performance marketing is in nailing the essentials.Don’t just jump to the “next big thing”, to the detriment of your core campaign.