Digital Marketing Priorities 2016 Brought to you by: Future proofing your AdWords account & strategy for 2016 Zoe O’Neil Director of Paid Search ClickThrough Marketing Understand the importance of regularly auditing your AdWords account to ensure it adheres to best practice principles to drive improved growth, performance and efficiency. Plus, we will dig into the trends and considerations for your 2016 paid search strategy.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Digital Marketing Priorities 2016 Brought to you by:
Future proofing your AdWords account & strategy for 2016
Zoe O’NeilDirector of Paid SearchClickThrough Marketing
Understand the importance of regularly auditing your AdWords account to ensure it adheres to best practice principles to drive improved growth, performance and efficiency. Plus, we will dig into the trends and considerations for your 2016 paid search strategy.
2
Agenda AdWords Best Practice:
Why it’s important to audit your account The crucial elements of an audit Top AdWords Considerations
2016 Paid Search Strategy: Cross Device Attribution Instore – The power of your site as a research tool Google Shopping YouTube and Shopping Local Inventory Ads Paid Social The power of bid management tools Forecasting to maximise sales and revenue Measuring the value of phone calls Paid Search and SEO Integration – are you considering the power?
3
About me Director of paid search, ClickThrough Marketing
Worked in paid search 13yrs across strategy & tech
Overseen paid search strategies for:
Paid search wasn’t always as exciting or complex
Now one of the most trackable & transparent
4
Why is important to audit AdWords Accounts? August 2015 Google UK had 88.9% market share 90% advertisers paid search budget spent via AdWords Best practice is crucial to ensure the best possible ROI Carried out 1000’s of audits and surprised by the number
of accounts that don't adhere to best practice Single most important aspect of a successful AdWords
campaign is account structure and campaign setup
5
Support your audit with BidCops BidCops – free, quick & easy way to produce in-depth
AdWords insights without trawling through hours of data Helps save time & money managing AdWords accounts
Connect your AdWords account bidcops.com
6
Internal and External Factors
Internal
Quality Score
Efficiency CPC Efficiency
Ad Copy
Ad Position Optimisati
on
Match Type
EfficiencyNegativeCoverage
KeywordCoverage
Impression Share
Landing Pages
Adscheduling
External
Availability
Promotions
Other marketing activityCompetitors
Seasonality
7
Account, Campaigns & Ad Groups
The structure of your account affects how you optimise, manage budgets, and report
An good and easy to follow structure makes management more efficient
8
Keywords Keywords are the nuts and bolts of your campaign Important to regularly review to discover missed opportunities Think about where you find your keywords Ensure you are maximising keyword coverage and growth
utilising Dynamic Search Ads
9
Brand Coverage Until 2008, Google didn’t allow advertisers to bid on
competitor brand names. Then the floodgates opened Take reasonable steps to protect your brand Does this mean bidding on your brand? For some
businesses, yes – but for others, it’s just not worth it Is anyone else bidding on your brand? Bidding on brand to control messaging Bidding on brand + product keywords
10
Match Types Auditing & optimising match
types is crucial
Without control of keywords, you lose control of budget
11
Impression Share Auditing the impressions share and average position
of your keywords is key to a successful campaign Structure is crucial to ensure maximum visibility and
understand where you’re losing out - rank or budget
12
Impression Share Forecasting Developed a forecasting tool to show advertisers how they could improve sales by
increasing budgets
The Challenge (Insurance Company Brand) Performance was good but we suspected more gains could be made by opening
budget caps Used our tool to analyse the account. Forecasted with open caps we could achieve
11% more spend with 11% more conversions
The Results Spent 24% more and increased conversions by 25%
Metric Current Performance Performance with Open Caps (0% Imp Share Lost to Budget) Delta Change %Change
Landing Pages Think of ads as the shop window and landing pages as
inside your shop Deep link landing pages relevant to ads and keywords –
each click costs money and reputation Negatively impact Quality Score (QS) – higher CPCs Are your landing pages optimised well enough? Are you’re A/B split testing?
14
Quality Score Quality Score affects Ad Rank and the amount you pay Ad Rank is a complicated secret formula, but the basis is:
Ad Rank = Bid (CPC) x Quality Score (QS)
Improve Ad Rank by increasing your bid, or improving QS
15
Text Ads The first contact with your audience in a competitive space
Headline - Include keyword content Display URL - display where the click will go Description - USPS, promotions and call to action
Dynamic keyword insertion - improve CTR & relevancy Use three pieces of text ads per ad group. You don’t know
if one message will appeal to all customers Ensure you’re using mobile preferred ads
16
Ad Extensions Ad extensions are a no-brainer. They make your ads more
clickable with more search real estate They help improve CTR, Ad Rank, CR and Quality Score
17
Campaign Targeting AdWords offers a wide range of targeting options True power of targeting can be found when you dig a little deeper Targeting ads to users in certain locations, or certain devices. More control over
who sees your ads and when Get this right and the benefits are tremendous and save you money
Think about:
Language and locations of your ads The timing of your ads Have you explored search partners? Your audience and the value of mobile
18
Key AdWords Audit Take Aways A sound structure is key to running
a successful AdWords campaign Ensure match type efficiency to
drive improved revenue Forecast and ensure you are gain
maximum visibility for ROI Keep creative and test, test, test Run an audit at least every 12
months Don’t roll out all changes at once.
Understand the impact Connect your AdWords account to
Top AdWords Considerations - RLSARLSA for Shopping RLSA for Shopping - customise shopping ads for previous visitors Target Cart Abandoner’s, Previous Buyers, or even specific Product/Categories
Get more sophisticated with RLSA your audiences Review duration of consumer journey and segment further Tier bid modifiers to ensure visibility increased for users most likely to purchase Set up product category visitors, who didn’t add to basket and apply modifiers to
relevant product campaign Segment customer match by visitors who have/n’t converted and adjust bids Set low bid modifiers to similar audiences/all visitors to avoid missing visitors
21
Top AdWords Considerations – Customer Match
Google's equivalent of Facebook Custom Audiences
Uses email addresses to target ads and display across GSP and YouTube
Greater scope for personalised PPC campaigns with more possible segments
Follow customers across mobile, tablet and desktop
22
Top AdWords Considerations – Demographics for Search
Reach customers likely to be within the demographic groups of your choice
Age ("18-24", "25-34", "35-44", "45-54", "55-64", "65 or more")Gender ("Female", "Male”)Parental status ("Parent", "Not a parent")
Customise ads and bids to people in different age groups and life stage
Combine demographic data with your targeting strategy on GDN
23
Cross Device Attribution
40% of online shoppers start their journey on a mobile, before converting on a desktop or table. Cross device insights help advertisers measure more conversions
24
Cross Device Attribution Google have been predicting mobile search queries will overtake desktop. Already
happening, during weekends and key seasonal events (Christmas or Easter Bank Holidays)
Cross-device attribution has been and will continue to be a challenge in 2016
Many marketers believe consumers don’t convert via mobile. Mobile is a key tool for consumers researching before they buy on a different device
It’s important to test to compare an aggressive mobile strategy versus a traditional strategy, where mobile sees little or no traffic
25
Cross Device AttributionProduct Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Paid Social Increase brand awareness - Facebook Video
View ads/ Twitter Promoted Videos Align targeting with target personas Reach users similar with Lookalike audiences Carousel link ads - strong CTR Remarket to website audiences - strong CR Promoted Pins – target the user by relevant
keywords. Only use pins from your own created board
LinkedIn powerful B2B targeting at industry/ job title
Facebook/Twitter should also be consider if strong engagement rate from organic social activity
LinkedIn’s Direct Sponsored Content and Sponsored Updates has higher engagement rate
32
The Instore OpportunityThe In-Store Opportunity Look at your products, target market and number of stores. It’s important to measure the in-store attribution for all online activity.
Look at methodologies: Do you have a Reserve & Collect? Calculate % of store locator users who visit stores without reserve
& collect Find out the % of store footfall which actually purchases Work out the in-store average order value Track how many users click on ‘Store Locator’ Build a metric using this data used to report and optimise on Is there value as research tool to drive instore? Build
measurement in GA
33
Vote 3 What Paid Search tactic do will have biggest
impact on your paid search strategy in 2016? AdWords Audit and Restructure Shopping Optimisation Paid Social Call Tracking Conversion Rate Optimization
34
Maximising Revenue with Bid ManagementWith bid management tool selection you need to look at cost versus benefits. Our selected bid management platform is Kenshoo for more than one reason:
Easy to schedule and make editorial changes across multiple publishers
Advanced search features to make changes to unlimited number of keywords
Only way to schedule mobile bid changes by time of day - can’t do this in AdWords
Various Macro Excel Reports saving hours on reporting Cross Publisher Reporting and clear Attribution insights and reporting Customise your own view and Dashboard Report Multiple Dimensions of campaign data to split non-brand vs. PLA. Vs.
brand Custom Metrics – measure other goals (downloads or store locator)
……what stands it apart now is its ability in strategic bid optimisation with KPO.
35
Maximising Revenue with Bid Management
Case Study 1:
For a large car buying brand we are driving 120% more traffic year on year, at a 5% cheaper cost per click, generating over 10,000 more leads! Not surprising when you consider over a 30 day period Kenshoo has made 82,500 bid changes.
Case Study 2:
For a large online retailer we are driving 45% more traffic from just 28% more spend. ROI has stayed on target ROI and same YoY despite more spend. It also dropped CPC’s on Mobile by 30% but increased traffic.
This resulted in mobile ROI on KPO campaigns being 17% better than non-KPO campaigns. The results are not surprising when you consider that over a 30 day period Kenshoo has made over 1million bid changes.
36
The Value of CallsThe value of calls paid search drives can go unnoticed. This can be detrimental to a campaign performance.
Case Study:We noticed a drop off in online conversions. We identified that this was due to an increase in call centre staff, able to follow up and convert the on leads more quickly.
As they tracked these call as PPC leads we could feed this data back into our campaigns and found 20% of all paid search bookings were made via the call centre.
We focussed on driving as many leads as possible and drove 114% more bookings YoY from just 90% more spend.
Think about how your consumers want to engage with you and how they can purchase.
At the very basic level use Googles click to call but also consider tools like Response Tap or Infinity – track all you media effectiveness this way
37
Importance of ForecastingPaying for every click means your number one focus will always be what ROI can I expect from budget and how can I improve ROI?
Majority of budget will be spent on AdWords we always start by auditing an AdWords account to see where we can improve the bottom line
38
Importance of ForecastingForecast all paid search activity over a 12 month period. Have a top line view, but break down by channel (AdWords, Remarketing, Shopping and Bing)Brand
Break down further to a category or product level. Each will have a different ROI or profit target.
Factor in when setting your targets what your delivery costs are, plus return rates of products.
Setting targets at this level will allow for strategic bid management and control to truly maximise paid search opportunities, budgets and revenue.
39
Paid Search and SEO Integration Brands with a local presence can have SERP domination Stats show when both are listed together CTR increases on both Integrated approach = efficiency, opportunities, revenue, speed to align
budgets/strategy Focus on how Paid Search supports SEO. Make sure you focus on attribution Think about how content (eBooks, infographics) can be utilised in Paid Search Understand the keyword opportunities from Paid Search to inform your SEO
focus
40
Summary – questions please! Maximise AdWords Mobile still growing –
are you moving with it? Shopping - quality is
king Are you tracking all
touch points Visibility, forecasting
and targets are crucial Integration – are you
reaping the benefits?
AdWords Audits from £900. Call 01543 410014 or contact us via the web