Google Confidential and Proprietary David Gillain – Google Belgium @gigilano [email protected] Search Strategies – 24 November 2010
Jan 20, 2015
Google Confidential and Proprietary
David Gillain – Google Belgium@[email protected]
Search Strategies – 24 November 2010
Google Confidential and Proprietary
AGENDA
1. Broad Match Modifier2. Search Funnels3. Mobile Campaigns4. Campaign Experiments5. Ad Extensions
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Broad Match Modifier
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What is the basic functionality of this product?
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Broad Match Modifier
Broad Match
Broad Match Modifier
More Control
More Volume
Phrase Match
Exact Match
“floors”
+floors - floor, flooring
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* A plus sign (+) directly before a word* in a broad match keyword.
* Each word preceded by a + must appear in the query exactly or as a close variant**. Synonyms do not trigger a match.
What Is The Broad Match Modifier?
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*Be sure there are no spaces between the + and modified words, but do leave spaces between words.
** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.
*A new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match.
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Proper Implementation
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Correct: +womens shoes
Correct: +womens +formal +shoes
Incorrect: +womens+formal+shoes
Incorrect: + womens + formal + shoes
Put a plus sign (+) directly before one or more words* in a broad match keyword.
*Be sure there are no spaces between the + and modified words, but do leave spaces between words.
** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.
*** In right to left languages, including Arabic and Hebrew, the plus sign is placed at the start of the word (on the right side). Correct example: מלון +ירושלים+). In languages such as Chinese, Thai and Japanese, a space must come before a plus sign for the broad match modifier to be interpreted and applied correctly.
Should be space between words
Do not leave spacebetween + and modified word
Womens has modified match behavior, while shoes matches broadly.
Each word will have modified broad match behavior.
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Relative reach of different keyword match strategies
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Match Behavior Comparison
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Phrase & Exact Match
+ Modified Words
Broad Match
Misspellings and spelling variations No Yes Yes
Singular / plural No Yes Yes
Stemmings (e.g., “floor/flooring”, “Italy/Italian”)
No Yes Yes
Shortenings (abbrev., acronyms) No Yes Yes
Word order variations permitted No Yes Yes
Synonyms and related searches No No Yes
Words in keyword must be present in the search term
Yes Yes No
Like Broad
Like Phrase/Exact
In some languages, certain matching features may not be applicable.
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BMM is Most Valuable in Campaigns Mainly Using Phrase and Exact Match
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% of Current Traffic / Spend in Broad Match
% G
ain
Fro
m A
dd
ing
BM
M K
eyw
ord
s F
ully
*
*This means adding BMM variants of existing keywords alongside existing keywords - it does NOT mean switching existing broad match keywords to modified broad. Actual results can vary depending upon implementation specifics,like bid strategy, volume of keywords, use of negatives, etc,
High Potential
Limited Potential
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How does this product fit into the Sales Framework?
Marketing Objective: Online Conversions
4Broad Match Modifier
Implement BMM keywords into account
with mostly Exact & Phrase keywords
20%Increase in Clicks & Conversions
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Search Funnels
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The Search Funnel: Paths To Conversion
Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords
Conversions
What impressions and clicks led to conversions?
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What is Search Funnel Data?
Last-Converting
Clicks
Last Clicksthat Precede Conversions
Assist Clicks & Impressions
that Precede Conversions
With SearchFunnel
Data: More Insight
Now: Only Scratching the Surface
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Sample Search Funnel Path – JetWithUs.com
Assist Conversions occur. Let’s work backwards from conversion.
3/11/09
'Air hotel packages'
3/17/09
'JetWithUs.com flights'
3/24/09
'Hotel flight''Soho New York hotels'
3/26/09
'JetWithUs'
Search Funnel: keywords and dates of searchConversion
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7 Reports, 3 Sections
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How It Works
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• The Search Funnel reports gather data using the AdWords Conversion Tracking cookie (not Doubleclick)
• For all reports, a conversion path is defined as 30 days walking back from the time of conversion. For now, this date range is not customizable.
• The Search Funnel reports just 'count backwards' farther in the search funnel after the conversion is completed. The current AdWords Conversion Tracking reports only include last clicks, not assist clicks/impressions.
• There has to have been at least one click and conversion to set the cookie and populate reports.
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Search Funnel FAQs
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Q: Will report include imported GA goals?A: Yes.
Q: Will report include AdWords for Search and AdWords for Content?A: No, google.com only
Q: Will report include search queries?A: No, just keywords that triggered ads.
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Mobile campaigns
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Total Internet Spending in the Last 6 Months
Under $50
$5k - $7.5k
$7.5k – $10k
$10k +
None $500 - $1000
$200 - $500
$100 - $200
$50 - $100
$1k - $2.5k
$2.5 - $5k
* % of active mobile users who spent money in one of the “amount spent” categories* Index: Higher = population more likely to use their phones to access mobile content
Source: comScore, Google commissioned study, October 2009
Most Active Mobile Users are Big Spenders
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Mobile Keeps In-Store Shoppers Online
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High End Mobile Device Ad Options (Search)
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High-End
Ad Text (character max)
Headline (25) 2 Description lines (35) Display URL (35)
Landing Page Both WAP & HTML
Tracking1st and 3rd Party Click URLs. No 3PAS
Conversion Tracking
Yes – Accepts Cookies
Analytics Tracking
Yes – Accepts Java Script
Display AdsYes – Both MGCN and GCN
GeotargetingYes, based on GPS, wireless gateways and Search Query
Click-to-call Yes
Flash No
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High End Mobile Device Ad Options (Display)
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Display Mobile Ads (Text and Image) on:•Optimized Mobile Sites on our Google Mobile Content Network•Google Apps Network (AFMA) for both iPhone and Android•Desktop Sites Viewed Via High End Device
Targeting /Pricing Options•Bid via CPC or CPM for all Display ads•Placement, Contextually and Enhanced Targeting•Carrier, Platform and Geo-Targeting
Mobile Image Ad Sizes/Specs •300x50•250x250 •200x200•300x250
Text ads Specs-3 lines: (25 characters, 35 characters, 35 characters)-Display URL 35 characters
• All Image Ad Units are 50k Max• GIF, JPG or PNG - No Flash• Animation: Yes• Geo-Target capable• No 3PAS
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WAP Device Ad Options (Search and Display)
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Search Display
Ad Specs
Headline (18)Description line
(18)Display URL (21)
6:1 Aspect Ratio300 x 50, less than 7.5k 216 x 36, less than 4.5k 168 x 28, less than 3k
4:1 Aspect Ratio300 x 75, less than 7.5k 216 x 54, less than 4.5k 168 x 42, less than 3k
Landing Page
WAP, but can render HTML
Tracking 1st Party Click URLs. only No 3PAS
Conversion Tracking
Yes – Google Conversion Tracking
Analytics Tracking
No
Display Ads N/AYes, in WAP Content
Network
Geo targeting
Yes- Country Targeting Only
Click-to-call Yes No
Click-to-call Yes – Verizon, ATT, T-Mobile, Sprint, Nextel, Metro PCS and Cricket Communications
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Why do mobile specific campaigns have better mobile performance?
Separate campaigns perform better because advertisers are able to:
• Bid separately on mobile: On mobile you are competing to have your ad serve on 5 ad spots available vs. 11 on desktop. The top 2 ad spots on mobile receive 95% of clicks so it is important to bid aggressively to ensure your ads are competitive and appear prominently.
• Have mobile specific creatives: You can create mobile specific ad copy such as “Receive a quote on your phone” or “Book a vacation on your Android”
• Better optimize campaign: Through better visibility and more granular controls you can focus on keywords and creatives that have the best performance on mobile
• Set specific mobile daily budgets: Budgets are set at the campaign level and require separate budgets
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Separate mobile campaigns see significantly better mobile performance than hybrid (desktop + mobile) campaigns
Separating out mobile campaigns from desktop drives significant performance gains - from more granular control
of bids, budgets, keywords and landing pages
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How it changes the optimization game in your favor
AdWords Campaign Experiments
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ACE: A free tool to test and precisely measure theimpact of changes to your AdWords campaigns
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Adjust Budget Split To Control Risk
Current Setup80%
Ag-gres-sive
Setup20%
Budget Split
What if we got really aggressive?
Higher bids, generic keywords…
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ACE Changes The Optimization Game
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More information at: http://adwords.blogspot.com/2010/08/adwords-campaign-experiments-full-us.html
The problem: Things change!
July 1 August 1
• Other sales/marketing
• Competitors
• Customer demand fluctuations
• Weather
• Macroeconomic factors
We don’t know how much other factors account for differences in observed performance.
Campaign Setup B1100 clicks$9.50 CPA
Campaign Setup A1000 clicks$10 CPA
The solution: Split testing
Campaign Setup A(control)
450 conversions$10 CPA
Campaign Setup B(experiment)
540 conversions$9 CPA
50%budget
50%budget
July 1Other factors affect experiment and control equally.
Clear winner!20% more volume10% better CPA
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How to run an experiment
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1 Specify experiment settings
2 Make experimental changes
3 Monitor and evaluate your experiment
4 Accept or discard experimental changes
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Step 1: Specify experiment settings
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• Click the Settings tab in the desired campaign.
• Scroll down to Advanced settings.
Click the plus sign to expand. +ExperimentBETA
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Step 1: Specify experiment settings
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• Click the + Specify experiment settings button
1. Enter a name for the experiment.
3. Set desired start and end dates or start manually.
2. Choose the desired traffic split between control and experiment.
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Step 2: Make experimental changes
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1. Click Add Keywords and enter keywords as normal.
Example: Adding new keywords to the experimental split.
2. Click Add as experiment only keywords.
3. Click Save.
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Keywords added to the experiment are marked by the beaker icon.
To add new ad groups to the experiment or control campaign, go to the Ad groups tab and click Create ad group.
Step 2: Make experimental changes
Keyword in both control and experiment campaign.
Keyword in experiment split only.
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Step 2: Make experimental changes
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• Use a segmented view to adjust bids and compare results.
• Click Segment ▼ then Experiment.
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Step 2: Make experimental changes
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To make adgroup bid changes, follow the same procedure from the Ad Groups tab.
Example: Bid change on an experimental keyword.
$0.95
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.93
$0.93 $1.20
$0.93
$0.93
$0.93
$0.93
$0.93.
1. In the experiment row, click the bid you want to adjust.2. Add or subtract a percentage from the control bid to set the
experimental bid.
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Step 2: Make experimental changes
Example: Making a keyword to run only in the control split.
Click the split you want the keyword to run in.
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Step 3: Evaluate results
Arrows indicate whether experimental values differ from control values.
More arrows means greater confidence that differences are due to your changes.
1 A statistically significant difference is unlikely to have occurred by chance. More up arrows adjacent to a metric means greater certainty that a difference between the control and experimental campaign is the result of deliberate changes you’ve made rather than random chance.
Probability that experiment and control groups are different
99.9%99%95%<95%
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$233.64
$0.00 $0.92
$0.92
$0.92
$0.00
$0.00
$0.00
$35.53
$0.00
$11.25
$24.27 $0.61
$0.00
$0.00
$0.00
$0.00
$0.54
$0.00
$0.43
$0.50
$1.10
5.71%8249 471
1.6
2.1
1.8
4.29%
6.34%
5.34% 1237
606
631
66
26
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The experiment metric is greater than the control (99.9+% probability).
The experiment metric is greater than the control (95% probability).
No statistically significant difference between experiment and control (<95% probability of a difference).
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Step 4: Accept or delete changes
Keep or discard experimental changes with a single click.
To apply all experimental changes, click here.
To discard experimental changes, click here.
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What should you ACE?
Search
• Bids• Keywords
• Generic keywords• Brand keywords• Broader match types• Narrower match
types• Ad group restructuring
Google Display Network
• Bids• Keywords• Placements• Remarketing
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Stop guessing: Know and compare the precise impact of changes
Go ahead, jump: Limit risk of testing major changes
Optimize more often: Run more tests through the year
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1. Location Extensions2. Ad Sitelinks3. Product Extensions
Ad Extensions
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Location Extensions
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Help consumers connect with your business(for business owners)
• Conveniently control and manage your business listing info, including:
– Addresses
– Phone numbers
– Hours of operation
– Website• Provide printable coupons• Bulk upload functionality
Local Business Center
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Location Extensions Basics
• Transform your text ads into local ads
• Dynamically associate your ads with relevant business addresses
• Ads show with addresses on Google.com and Google Maps, and without addresses on the Search and Content Networks.
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Location Extensions Appearance
Address appears as the 5th line of ad text
Location extension on Google
Location extension ad on Google Maps
Image or icon can appear with ad
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Customized ad icon
Location extensions ads
Local listings
Location Extensions – Now on Mobile
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Ad Sitelinks
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What is Ad Sitelinks?
Ad Sitelinks is a new feature of AdWords that allows you to extend the value of your existing AdWords ads by providing additional links to deep
content within your sites.
Examples of Ad Sitelinks format:
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Increase your profitability
By giving users more specific landing page options, you get more highly qualified traffic and increase your overall conversion rate.
Ad Creative Landing Page
When landing pages are more narrowly targeted to a user’s current interest they are less likely to get lost on your site and more likely to
turn into a sale.
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Getting started is easy
You can get started with Ad Sitelinks with just a few clicks. No need to create new campaigns or ad groups, update your keywords or change
your ad text.
Visit the campaign settings tab in your account and edit the ‘Show additional links to my site’ option under ‘Ad extensions’ Specify up to 10 site links in priority order
AdWords will automatically display up to 4 of them when they are relevant to a user’s search query.
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Product Ads
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Product Ads for online retailers
• Product Ads allow you to connect with the millions of users searching on Google.com for the products you offer. With product ads, users can see the exact products you offer before they even reach your site, which leads to higher quality leads, better conversion rates, and higher ROI for your search ads.
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Product Ads provide greater visibility
Extensions are shown in an expandable plusbox under text ads on both the top and right hand side of the page
Listings are a standalone format and are always shown on the top right hand side of the page.
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Multiple formats to fit your needs
Format
Targeting
BiddingPricing
Format
Targeting
BiddingPricing
Keyword Targeting Product Targeting
CPA%*CPC CPC
*CPA pricing available by invitation to a limited number of advertisers
• Product Ads offers both an extensions format that works with your existing keyword-targeted text ads, and a new standalone listings format that requires no keywords or ad text.
Extensions Listings
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THANK YOU!!