OutSearching presentation SEM
May 06, 2015
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We Work With Trusted Brands
Performancemarketing specialists
7 years old 20 employees
25 countries
4000 campaigns
Annual turnover 18 mill. €
So what is new on GoogleJanuary 1st 2013 Google came with new guidelines and rules about
violations and what you may or may not do. Arbitrage and double serving.
1. Interflora.nl and interflora.com cannot bid on the same word.
2. The same company owning two different domains cannot bid on their own brands.
3. Landing pages that serves the purpose of sending people to the main page.
4. Ads that give wrong information, misleading or in legal question.
5. Information / registration pages that lead to competitions or similar.
6. You should no longer run more than 1 account. 2 accounts may lead to prices going up and suspended accounts as Google looks at this like fraud. However it’s possible to white list 2 accounts.
No use of competitors name in your ad. Ref: Marks & Spencer to pay damages after losing Interflora trademark case in High Court
Outsearching SEM – 5 levels
1. Google have given us enhanced campaigns. Good for underlines and analyses as you now can have underlines on ad group levels.
2. Mobile is now not a standalone campaign, but one integrated campaign. (Enhanced)
3. Google Shopping.
4. Ad Rank was calculated using your max CPC bid and your Quality Score. With this update, Ad Rank will also take into account a third component: the expected impact from your ad extensions and formats. In addition, they increased the importance of Ad Rank in determining whether your ad is eligible to be displayed with extensions and formats.
5. Starting the week of November 11, 2013, advertisers using either the default or ‘location of interest’ setting will be able to show ads to potential customers by taking into account both the location that people are searching for, as well as the location they are searching from - even when they are international searches.
New on Google
Desktop queries declined by -12%, while Mobile queries grew by 57% and Tablet searches grew by 93% YoY in the same period
Queries grew by 12% in Q3 2013 in the Travel & Tourism Category
Travel & Tourism:All Devices Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
July-
2010
August-
2010
Septem
ber-2010
October-
2010
November-
2010
Decem
ber-2010
January
-2011
Febru
ary-2011
March-2011
April-2011
May-2011
June-2
011
July-
2011
August-
2011
Septem
ber-2011
October-
2011
November-
2011
Decem
ber-2011
January
-2012
Febru
ary-2012
March-2012
April-2012
May-2012
June-2
012
July-
2012
August-
2012
Septem
ber-2012
October-
2012
November-
2012
Decem
ber-2012
January
-2013
Febru
ary-2013
March-2013
April-2013
May-2013
June-2
013
July-
2013
August-
2013
Septem
ber-2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
Queries Index Clicks Index Ad CTRImpressions Index CPC
Que
ries,
Impr
essio
ns, C
licks
and
Ad
CTR
Inde
x
Queries Y/Y 11.71%
Impressions Y/Y1.51%
Clicks Y/Y1.46%
Ad CTR Y/Y-0.06%(4.99%)
CPC Y/Y13.74%($0.69)
Travel & Tourism:Desktop Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
July-
2010
August-
2010
Septem
ber-2010
October-
2010
November-
2010
Decem
ber-2010
January
-2011
Febru
ary-2011
March-2011
April-2011
May-2011
June-2
011
July-
2011
August-
2011
Septem
ber-2011
October-
2011
November-
2011
Decem
ber-2011
January
-2012
Febru
ary-2012
March-2012
April-2012
May-2012
June-2
012
July-
2012
August-
2012
Septem
ber-2012
October-
2012
November-
2012
Decem
ber-2012
January
-2013
Febru
ary-2013
March-2013
April-2013
May-2013
June-2
013
July-
2013
August-
2013
Septem
ber-2013
0%
10%
20%
30%
40%
50%
60%
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
Queries Index Clicks Index Ad CTRImpressions Index CPC
Que
ries,
Impr
essio
ns, C
licks
and
Ad
CTR
Inde
x
Queries Y/Y -12.36%
Impressions Y/Y-21.20%
Clicks Y/Y-16.40%
Ad CTR Y/Y6.09%
(5.03%)
CPC Y/Y12.90%($0.74)
Travel & Tourism:Mobile Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
July-
2010
August-
2010
Septem
ber-2010
October-
2010
November-
2010
Decem
ber-2010
January
-2011
Febru
ary-2011
March-2011
April-2011
May-2011
June-2
011
July-
2011
August-
2011
Septem
ber-2011
October-
2011
November-
2011
Decem
ber-2011
January
-2012
Febru
ary-2012
March-2012
April-2012
May-2012
June-2
012
July-
2012
August-
2012
Septem
ber-2012
October-
2012
November-
2012
Decem
ber-2012
January
-2013
Febru
ary-2013
March-2013
April-2013
May-2013
June-2
013
July-
2013
August-
2013
Septem
ber-2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
$0.50
Queries Index Clicks Index Ad CTRImpressions Index CPC
Que
ries,
Impr
essio
ns, C
licks
and
Ad
CTR
Inde
x
Queries Y/Y 57.27%
Impressions Y/Y45.64%
Clicks Y/Y41.71%
Ad CTR Y/Y-2.70%(4.94%)
CPC Y/Y45.47%($0.38)
Travel & Tourism:Tablet Auction metrics evolution
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
July-
2010
August-
2010
Septem
ber-2010
October-
2010
November-
2010
Decem
ber-2010
January
-2011
Febru
ary-2011
March-2011
April-2011
May-2011
June-2
011
July-
2011
August-
2011
Septem
ber-2011
October-
2011
November-
2011
Decem
ber-2011
January
-2012
Febru
ary-2012
March-2012
April-2012
May-2012
June-2
012
July-
2012
August-
2012
Septem
ber-2012
October-
2012
November-
2012
Decem
ber-2012
January
-2013
Febru
ary-2013
March-2013
April-2013
May-2013
June-2
013
July-
2013
August-
2013
Septem
ber-2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
Queries Index Clicks Index Ad CTRImpressions Index CPC
Que
ries,
Impr
essio
ns, C
licks
and
Ad
CTR
Inde
x
Queries Y/Y 93.45%
Impressions Y/Y165.19%
Clicks Y/Y78.73%
Ad CTR Y/Y-32.60%(4.92%)
CPC Y/Y30.61%($0.73)
Q3 2012 Q3 2013
71%56%
11%
19%
18%26%
Desktop Tablet Mobile
Travel & Tourism:Cross Platform Search Trends
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
44% of all Searches are
now on Mobile
Devices
Travel & Tourism: % of Queries by
Device
Outsearching SEM – 5 levels
70 % of people don’t know where they want to go when first looking into booking a tripSource: Google/Ipsos MediaCT
66 % of personal travelers watch travel-related videos, versus 44 % two years agoSource: Google/OTX
89 % of travelers begin a travel activity on one device and continue it on anotherSource: Google/Ipsos MediaCT
70 % of affluent travelers begin researching travel online, without a specific destination or mode of travel in mindSource: Google’s annual Traveler’s road to Decision Study
60 % business travelers have watched, commented on or uploaded travel videos online Source: The Role of Video for the 2013 Traveler
57 % of business travelers use their mobile devices for travel informationSource: The Role of mobile for the 2013 Traveler
89 % of Dutch travelers book air travel online.Source: Google/Ipsos MediaCT
2 in 3 travelers book hotels onlineSource: The Hotel Traveler’s Road to Decision
Building the account
1. Use your webpage as the back bone for your campaigns
2. Build all groups targeted towards your ads
3. Build smaller groups for each gender
4. Exclude traffic that is not relevant
5. Take actions on words that give a low quality score or low search volume
6. Build relevant underlink to each ad group
7. Always make new ads to get better quality score
8. Implement remarketing
Search Remarketing
• A consumer searches for one of your business keywords on a search engine or information site.
• We collect search data from the consumer
• Based on the keywords the consumer searched for, we pinpoint him as a relevant prospect for your business.
• We show your retargeting display ad to that consumer as they browse the Web, keeping your business top of mind.
• As your campaign runs, our technology tracks and reports details like impressions and visits, so you can see the performance of your Remarketing campaign.
Display
Outsearching Display builds awareness for your brand with consumers surfing the Web.Do you know where local consumers are spending a lot of their time? We do: the Web. And to make sure they see your business, we offer display advertising that puts your message in front of local consumers online. With advanced targeting techniques, we show your banner ads to the right audience on the top news, entertainment, lifestyle, and social media sites, creating top-of-mind awareness for your business. Display, you get:
Thousands of Premium SitesWe build awareness for your business on thousands of premium sites. In fact, our Google Display Network reaches an estimated 90% of the European online audience. What’s more, we optimize your campaign’s performance by shifting your budget toward the sites that are the most cost-effective at bringing consumers to your website.
Advanced Targeting OptionsWe offer many ways to target your online display advertising campaign, from geographicand behavioral targeting to advertising on specific networks and sites. We also offer a standalone retargeting solution that shows your ad to consumers who have shown intent to purchase, keeping your brand top of mind.
Lead Generation case study
2000+Leads per month
35k+Clicks per month
Working together with this brand, We increased their relevant traffic by more than 40 %.
By building new ads, targeting search words to better landing pages and implementing retargeting with use of display ads not only did the relevant traffic go up, but also the conversion cost went down.
Sale Generation case study
Working together with this brand, we increased their relevant traffic by more than 27 %.
By building new ads, targeting search words to better Generic terms and bidding on competitors with a better price per conversion.
Not only did we take away bad converting words but The Price per conversion also dropped.
600+Sales per month
-33%Cost per conversion
Sale Generation case study
Flightsite had a really good campaign going. However they were spending too much money on words that either did not convert or just cost too much.
By changing strategy on words we were able to stop bidding on some words and take ownership on others.
1500+Sales per month
-28%Cost per conversion
OutSearching clients are happy...
OutSearching drives sales and business!
“We started using Outsearching in march 2013. Since then we have more than doubled our results and cut our conversion cost by 46%”
Sinisa PreradovicHead of B2C SalesAdvanzia Bank S.A.
Outsearching SEM
• Paid placement advertising (Search, Display and Remarketing)
• Continuous adjustments ensure conversion and sales
• We carry all the risks and cover all costs until the goods are sold
• We show your remarketing display ad to that consumer as they browse the Web, keeping your business top of mind.
• No sale - no costs for you - and income for us
So What Could We Do For You?
• Take care of your Search Engine Advertising and bring down the customer acquisition costs resulting in you getting more for your budget.
• Google, Yahoo, Bing, Sapo and Yandex.
• We build your campaign with Brand, Misspellings, Competitors and Generic words at no additional cost to you.
• No hidden fees - We get paid only on a CPA level.
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