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Understanding the Google Machine

         Ryan Hutchings
THE VACATION HOME RESERVATION NETWORK   2
• Online wholesaler of vacation rentals and
  vacation packages
• Industry with 1 huge player, and lots of
  small ones
• Large PPC Budget - $2 Million/year
  – 160,000+ keywords, 4 accounts, 18 websites




                                                 3
Step 1: Break the System
• Broke campaigns into 100’s of adgroups
  – Match specific, keyword specific, 3-5
    keywords per group
  – Even similar keywords got separate adgroups
    • i.e. “park city cabins” vs. “park city cabins for
      rent” vs. “park city cabin rentals”
  – Do this for every type of lodging we offer-
    hotels, condos, cabins, homes, townhomes, vi
    llas, chalets, etc…

                                                          4
Results:
• Cross adgroup confusion
   – Ads from one ad group showing up for another, keywords not
     triggering matched queries (even exact match)
   – Cross campaign confusion
   – Negative keyword lists not being respected at campaign levels
• Complaints to Google, “account reps” couldn’t really help
• Infamous “the system isn’t designed to work that way”
  from Google people
• Magically got a new account team, dedicated to us with
  an adwords, analytics and mid-management specialist


                                                                     5
Step 2: Digging into Interpretation Effect
• Google creates “buckets” for industries. The
  system operates within these “buckets” and
  will “interpret on your behalf”.
  – Cabin means condo, hotels, lodging, vacation
    rental, private home, etc…
• Solution was to manage/insert 10’s of
  thousands of negative keywords to force
  Adwords to respect keyword and override
  interpretation

                                                   6
What does this all mean?
Double Rainbow somewhere




                            7
Interpretation Drives Google Systems and Product Development

1. Organic and Search are similar in intent
2. Stay on top of new features/trends to anticipate both arenas




                                                              8
THE VACATION HOME RESERVATION NETWORK   9
• Google will continue to push out new features and merge
  the line between paid and non-paid spots



• Keeping visitors on Google as long as possible in in their
  best interest- in both paid and organic results




                       THE VACATION HOME RESERVATION NETWORK   10
•   Location – places integration
•   Call – phone numbers, click to call
•   Sitelink – deep links
•   Product – Product feed integration
•   Social – Google+ integration

    Dominate the paid space by utilizing each of these, and
    you can anticipate organic results having the same
    effect.




                         THE VACATION HOME RESERVATION NETWORK   11
Stay up to date with what you see

1. Your own industry searches
2. Popular changing industry searches:
    –   “ipod touch”, “dell latitude”
    –   “las vegas hotels”
    –   “credit cards”
•   Do not do “ppc management” – apparently they arent
    interested in having good ppc ads




                               THE VACATION HOME RESERVATION NETWORK   12
Coming Down the Road in PPC

1. Google Advisor/Finders




                      THE VACATION HOME RESERVATION NETWORK   13
14
THE VACATION HOME RESERVATION NETWORK   15
Coming Down the Road in PPC

1.   Google Advisor/Finders
2.   Offer Extensions
3.   Video Ad Extensions
4.   Lead Form Extension
5.   Extended Ad Headlines (ad and domain name)

http://www.google.com/ads/innovations/ for information on
    the latest tests, trends and status of new releases



                       THE VACATION HOME RESERVATION NETWORK   16
1. Beware of your “interpretation bucket” – check to see if
   your ad is showing via Google’s tool
2. Stay up-to-date with industry searches + popular terms
      1.   Look for sign in both organic and paid
3. Utilize every single extension available




                              THE VACATION HOME RESERVATION NETWORK   17

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Ryan Hutchings, Vacation Roost

  • 1. Understanding the Google Machine Ryan Hutchings
  • 2. THE VACATION HOME RESERVATION NETWORK 2
  • 3. • Online wholesaler of vacation rentals and vacation packages • Industry with 1 huge player, and lots of small ones • Large PPC Budget - $2 Million/year – 160,000+ keywords, 4 accounts, 18 websites 3
  • 4. Step 1: Break the System • Broke campaigns into 100’s of adgroups – Match specific, keyword specific, 3-5 keywords per group – Even similar keywords got separate adgroups • i.e. “park city cabins” vs. “park city cabins for rent” vs. “park city cabin rentals” – Do this for every type of lodging we offer- hotels, condos, cabins, homes, townhomes, vi llas, chalets, etc… 4
  • 5. Results: • Cross adgroup confusion – Ads from one ad group showing up for another, keywords not triggering matched queries (even exact match) – Cross campaign confusion – Negative keyword lists not being respected at campaign levels • Complaints to Google, “account reps” couldn’t really help • Infamous “the system isn’t designed to work that way” from Google people • Magically got a new account team, dedicated to us with an adwords, analytics and mid-management specialist 5
  • 6. Step 2: Digging into Interpretation Effect • Google creates “buckets” for industries. The system operates within these “buckets” and will “interpret on your behalf”. – Cabin means condo, hotels, lodging, vacation rental, private home, etc… • Solution was to manage/insert 10’s of thousands of negative keywords to force Adwords to respect keyword and override interpretation 6
  • 7. What does this all mean? Double Rainbow somewhere 7
  • 8. Interpretation Drives Google Systems and Product Development 1. Organic and Search are similar in intent 2. Stay on top of new features/trends to anticipate both arenas 8
  • 9. THE VACATION HOME RESERVATION NETWORK 9
  • 10. • Google will continue to push out new features and merge the line between paid and non-paid spots • Keeping visitors on Google as long as possible in in their best interest- in both paid and organic results THE VACATION HOME RESERVATION NETWORK 10
  • 11. Location – places integration • Call – phone numbers, click to call • Sitelink – deep links • Product – Product feed integration • Social – Google+ integration Dominate the paid space by utilizing each of these, and you can anticipate organic results having the same effect. THE VACATION HOME RESERVATION NETWORK 11
  • 12. Stay up to date with what you see 1. Your own industry searches 2. Popular changing industry searches: – “ipod touch”, “dell latitude” – “las vegas hotels” – “credit cards” • Do not do “ppc management” – apparently they arent interested in having good ppc ads THE VACATION HOME RESERVATION NETWORK 12
  • 13. Coming Down the Road in PPC 1. Google Advisor/Finders THE VACATION HOME RESERVATION NETWORK 13
  • 14. 14
  • 15. THE VACATION HOME RESERVATION NETWORK 15
  • 16. Coming Down the Road in PPC 1. Google Advisor/Finders 2. Offer Extensions 3. Video Ad Extensions 4. Lead Form Extension 5. Extended Ad Headlines (ad and domain name) http://www.google.com/ads/innovations/ for information on the latest tests, trends and status of new releases THE VACATION HOME RESERVATION NETWORK 16
  • 17. 1. Beware of your “interpretation bucket” – check to see if your ad is showing via Google’s tool 2. Stay up-to-date with industry searches + popular terms 1. Look for sign in both organic and paid 3. Utilize every single extension available THE VACATION HOME RESERVATION NETWORK 17