Prioritize Your Holiday PPC Efforts
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Prioritize Your Holiday PPC Efforts
- 1. PRIORITIZE YOUR HOLIDAY PPC EFFORTS MATT UMBRO, OCTOBER 2, 2014
- 2. INTRODUCTION MATT UMBRO SENIOR ACCOUNT MANAGER, COMMUNITY @ HANAPIN MARKETING PPCCHAT FOUNDER @Matt_Umbro @Matt_Umbro #SMX #31D
- 3. HOLIDAY SEASON ALREADY? @Matt_Umbro #SMX #31D
- 4. AGENDA • WHAT WE’RE IN FOR • SHOPPING • REMARKETING • TEXT ADS • DYNAMIC SEARCH ADS • TIPS & TRICKS @Matt_Umbro #SMX #31D
- 5. WHAT WE’RE IN FOR ACCORDING TO RKG’S Q4 2013 REPORT: • CYBER MONDAY SAW THE LARGEST U.S. ONLINE SALES DAY IN HISTORY • GOOGLE PLAS ACCOUNTED FOR 23% OF ALL GOOGLE PAID SEARCH TRAFFIC • GOOGLE PAID SEARCH SPEND INCREASED 19% Y/Y • BING PAID SEARCH SPEND INCREASED 43% Y/Y @Matt_Umbro #SMX #31D
- 6. WHAT WE’RE IN FOR @Matt_Umbro #SMX #31D
- 7. SHOPPING @Matt_Umbro #SMX #31D
- 8. SHOPPING @Matt_Umbro #SMX #31D
- 9. SHOPPING #SMX #31D PRODUCT RATINGS GOOGLE TRUSTED STORE MERCHANT PROMOTIONS @Matt_Umbro
- 10. SHOPPING @Matt_Umbro #SMX #31D
- 11. TAKEAWAYS • GET IN THE MINDSET THAT SEARCHERS WILL ALWAYS SEE THE PLAS FIRST • DISTINGUISH YOUR PLAS WITH PRODUCT RATINGS, MERCHANT PROMOTIONS, AND THE GOOGLE TRUSTED STORE BADGE • DETERMINE IF THE SEARCH PARTNER NETWORK IS RIGHT FOR YOUR PLAS • DON’T FORGET BING PRODUCT ADS @Matt_Umbro #SMX #31D
- 12. REMARKETING @Matt_Umbro #SMX #31D
- 13. REMARKETING #SMX #31D Dynamic Text Ad Dynamic Image Ad @Matt_Umbro
- 14. REMARKETING #SMX #31D MANAGED PLACEMENT THRESHOL D TIMED @Matt_Umbro
- 15. REMARKETING @Matt_Umbro #SMX #31D
- 16. REMARKETING @Matt_Umbro #SMX #31D
- 17. REMARKETING @Matt_Umbro #SMX #31D
- 18. REMARKETING @Matt_Umbro #SMX #31D
- 19. TAKEAWAYS • UTILIZE BOTH DYNAMIC IMAGE AND TEXT ADS IN THEIR OWN AD GROUPS • TURN OFF FREQUENCY CAPPING • RDSA CAMPAIGNS PROVIDE ANCILLARY REVENUE AT LOW COSTS • CONTINUALLY TEST DIFFERENT AUDIENCES @Matt_Umbro #SMX #31D
- 20. TEXT ADS @Matt_Umbro #SMX #31D
- 21. TEXT ADS #SMX #31D SITELINKS EXTENSION URL IN HEADLINE REVIEW EXTENSION SELLER RATINGS EXTENSION GOOGLE+ FOLLOWERS SITELINKS EXTENSION @Matt_Umbro
- 22. TEXT ADS @Matt_Umbro #SMX #31D
- 23. TEXT ADS @Matt_Umbro #SMX #31D
- 24. TAKEAWAYS • UTILIZE ALL APPLICABLE EXTENSIONS • AT LEAST ONE AD IN EVERY AD GROUP SHOULD BE WRITTEN WITH THE EXTENDED HEADLINE IN MIND • SCRIPTS AND AD CUSTOMIZERS = ATTENTION GRABBERS @Matt_Umbro #SMX #31D
- 25. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
- 26. DYNAMIC SEARCH ADS #SMX #31D *Image from http://adwords.blogspot.com/ @Matt_Umbro
- 27. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
- 28. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
- 29. TAKEAWAYS • ACCEPT THAT DSAS WILL BRING IN SOME UNQUALIFIED TRAFFIC • SET LOW BIDS – LOWER THAN ALL OTHER AD GROUPS • DSA CONVERSION RATE WILL BE LOW – BUT SO WILL COST PER CONVERSION • LIBERALLY EXCLUDE TARGETS AND KEYWORDS @Matt_Umbro #SMX #31D
- 30. AUTOMATION @Matt_Umbro #SMX #31D
- 31. AUTOMATION @Matt_Umbro #SMX #31D
- 32. AUTOMATION #SMX #31D SCHEDULE YOUR ADS TO START RUNNING… …AND SCHEDULE YOUR ADS TO PAUSE @Matt_Umbro
- 33. AUTOMATION @Matt_Umbro #SMX #31D
- 34. TAKEAWAYS • WRITE HOLIDAYS ADS NOW AND UTILIZE LABELS • SCHEDULE HOLIDAYS ADS NOW • SETUP AUTOMATED RULES TO INCREASE BIDS ON PROFITABLE TERMS • CONSIDER TESTING TARGET CPA FLEXIBLE BIDDING STRATEGY @Matt_Umbro #SMX #31D
- 35. THANK YOU MATT.UMBRO@HANAPINMARKETING.COM #SMX #31D @Matt_Umbro @Matt_Umbro
Notes de l'éditeur
- Needless to say, I’m expecting the same trends for this holiday season
- At this point, Google Shopping campaigns are not only the norm in eCommerce accounts, but are required to be successful. I won’t be discussing what it takes to run successful shopping campaigns, as Jake will be diving into this area, but I do want to discuss a few areas where advertisers can stand out this holiday season. Also, keep in mind that PLAs can now show on Search Partner sites!
- I want to highlight key distinguishers in Shopping campaigns. All of these features help companies take up more search real estate as well as provide better credibility. The first is Product Ratings and was recently introduced. Product Ratings require approved third party aggregators such as Bazaarvoice, Edkomi, and Reseller Ratings to send a product reviews feed to Google - https://services.google.com/fb/forms/productratingsoptout/ Google Trusted require some setup, but shows potential consumers how well your customer service, shipping time, and returns are. Finally, Merchant Promotions allow a special offer just for your Shopping campaigns. Merchant Promotions require a separate feed to be uploaded to Google with the promotion - Merchant Promotions interest form - https://services.google.com/fb/forms/merchantpromotionsform/
- Don’t forget about Bing Product Ads!
- Dynamic Remarketing is another one of those must haves during the holiday season. With so much comparison shopping going on it’s important to stay in front of consumers. Where you can, add your holiday specific promotional text to your ads. Also, make sure you are running both Dynamic image ads and Dynamic text ads. I often see accounts that are only running the image ads but totally forget about the text ads. I’ve found that the text ads perform well and sometimes even better than the image ads. Also make sure to segment by ad type. In other words, image ads get their own ad group and text ads their own ad group.
- Don’t be afraid to get creative with your Dynamic Remarketing campaigns. At various points I’ve tested unique campaigns around: Managed Placements – targeting specific, more relevant placements Threshold – Only showing ads to those visitors who view products over a certain cost Timed – Trying different intervals of time to show ads These campaign types aren’t meant to replace your existing Dynamic Remarketing campaign, but rather test out.
- RLSA
- Quick poll How many of you run Remarketing List for Search Ads campaigns? Now how many of you have an RLSA campaign layered with Dynamic Search Ads?
- I’ve seen good success with Dynamic Search Ads and RLSAs, so I wanted to figure out a way to combine them. So I created a Dynamic Search Ads campaign and then layered it with an all visitors audience who didn’t convert. The idea being that I could dynamically remarket to visitors on the Search Network as I would the Display Network.
- So I looked at all of my text ad data between Search Network text ad, dynamic search ad, and my new RDSA campaign and found that it had the highest conversion rate. The cost per conversion was in the middle. It’s not pictured here but ROAS and revenue were higher for the text ad and DSA campaigns. I’m finding that RDSAs convert well but you have to find the sweet stop for the bid. Quality traffic comes through but at a higher cost.
- I can’t prove this, but in my opinion description lines one and two of eCommerce text ads don’t matter. It’s still important to test messaging, but text ads need to stand out against the PLAs. In order to do this, you need to get clever with the headlines and ad extensions
- One of my favorite tricks is to use the countdown script as part of the extended headline. By dynamically counting down the days and hours with the sale, we compete for searcher attention. This strategy is great when counting down the days until the holidays!
- You can also make use of the new ad customizers. Within the business data section of the shared library you can setup custom parameters for a variety of items, including: Inventory Starting Price Price Countdown
- I’ve said it before, but I’ll say it again. I love Dynamic Search Ads! DSAs are EXTREMELY valuable during the holiday season as they show queries for keywords/products you aren’t bidding on. People tend to give DSAs a negative rap, but used correctly they fulfill their purpose.
- Let’s take a look back at that data table. You can see that DSAs have accounted for 77 conversions at a cost per conversion of $6.07, lower than both text ads and RDSA ads. Conversion rate is low but that is to be expected. DSAs will bring in unqualified traffic as that’s part for the course. But with low bids and tight restrictions you will be OK.
- They key with DSAs is setting up your negatives. Exclude pages and content that do not make sense. For example, always include an “out of stock” rule – meaning that pages that say the product is out of stock will not be shown. Also, exclude pages like the blog, about us, any specific charts/calendars/tables unique to the site. Finally, be sure to constantly add negatives!
- You’ll want to think about automation this holiday season, especially if you have many accounts. Used correctly, automation acts as a helping hand in accounts, not as a replacement manager.
- You should already be writing your holiday ads and labeling them. Here’s an example of Black Friday/Cyber Monday ads with their respective labels.
- You can then schedule your holiday ads to run so come midnight on Black Friday you won’t need to manually update!
- Also consider the flexible bidding strategy of Target CPA. This is the only strategy I generally use, but it does help overall management. Just make sure you set a reasonable target CPA.