Whats new in Paid Search Advertising - May 2013

Paid Search Marketing (PPC)By Ann Stanley

˃ Growth in Digital and Search Marketing˃ Google results – what the searcher sees?˃ Recap of AdWords dashboard˃ Ad Extensions˃ Location and call extensions˃ New enhanced ads ˃ Remarketing and other ad formats ˃ Shopping results and Product Listing Ads ˃ Tracking and reporting˃ Optimising and management˃ What’s new elsewhere?

Agenda

Growth in Digital

IAB/PwC - Total Market Size First Half 2012 (Oct 2012)˃ Digital Adspend in H1 2012 reached £2,591 million (£2.6 billion); this is a

record˃ Spending on digital advertising grew by 12.6% year on year.

AA/Warc Expenditure Report (Jan 2013)˃ The size of the annual UK online advertising market is expected to reach

£5.3bn (year ending 2012), more than 31% of all UK advertising ˃ Q3 growth still at 10% (year on year)

The importance of search!

The online industry has experienced strong growth across all advertising categories.Search: ˃ Paid-for listings maintained its position as the largest single category with a

59% share of the market. £1,527 million was spent on search in the first half of 2012.

Display: ˃ Display advertising accounted for 23% of digital advertising in H1 2012,

with £591 million spent across all display formats from Jan – June 2012.Classifieds: ˃ Accounting for 17% of the market, classifieds continue to make up an

important part of the share at £427 million for the first half of 2012.Other: ˃ Lead Generation, Search Affiliate, Solus E-mail, mobile SMS / MMS and

Audio Advertising accounted for £45m with a 2% share of the market.Source: IAB/PcW

The importance of search!

£1,527 million was spent on search in the first half of 2012. Source: IAB/PcW

Advertising spend by category

SearchDisplayClassifiedOthers

Google results – What the searcher sees?

Google results for [luggage]

Pay per click ads

Pay per click ads

Organic or natural

search results

Product Listing ads

Local business listings

Recap of AdWords dashboard

Menus

Navigation panel

Account ID

Select date

Tabs

Graph & display options

Results & data

Alerts

Advanced features

Ad Extensions

Use of ad extensions?

˃ Makes your ad stand out

˃ More information for user

˃ Users more likely to click on your ad (probably the headline)

˃ Achieve higher click through rate (CTR) and Quality Score

˃ Appears <10% of the time

˃ Some only appear in top 3 positions e.g. Sitelinks

˃ Can cause bid inflation

Pros Cons

Ad Extensions - Sitelinks

Currently at campaign level – will be available at ad group level for enhanced campaigns

Social extensions

App extensions (mobile and tablets)

˃ Most advertisers do not have access to this extension, because it is still in beta

Communication extension – beta test

Star rating (not an extension!)

Location and call extensions

Localised results

Local listings

Local listing (in Google+)

Call and location extensions

Click to call

Call Extension data

New enhanced ads have Google call forwarding (for free) and additional features

New Enhanced Ads

What are new enhanced ads?

˃ Designed by Google to help better manage campaigns and budgets for a multi-device world. Note: Universal Analytics will be able to track across these devices

˃ Allow you to manage bids across devices, locations, and time of day - all from a single campaign

˃ Count Phone calls and App downloads as conversions in AdWords

˃ Google will automatically be upgrading all AdWords campaigns to enhanced campaigns starting on July 22, 2013.

˃ There is now an upgrade centre to make upgrading to enhanced campaigns easier  http://adwords.blogspot.co.uk/2013/04/upgrade-to-enhanced-campaigns-more.html

  Legacy EnhancedDevices Separate campaigns for

each device - with separate budgets, bids, ads, URLs and keyphrases

Combined campaign – use bid modifiers to turn mobile bids up or down (-100 % to +300%)You can’t have a separate mobile campaign and there is no control over desktops and Tablets (combined campaign only). Difficult to manage bids at keyphrase level for each device, as mobile modifier is at ad group level - so Bid inflation expected!You can use campaign optimiser as bids will be automatically adjusted for mobile, but it’s either on or off!

Geo-targeting Separate campaigns for each target area

You can still can have separate campaigns for each location, but It is easy to use bid modifier for each location, eg for towns within a national campaign

Scheduling Turn campaign on and off (15 mins) with bid modifiers

Combines results with time and bid adjustment

Keyword Destination URL and tracking

Destination URL could be targeted at keyword level

Destination URL can now only be targeted at ad group level – is this a problem for 3rd party software that used URL tracking at keyword level?

What has changed?

  Legacy Enhanced

Sitelinks Simple to set-up at campaign levelData lost when links changed

Additional control – e.g. ad groups and mobilesAdditional and saved reports (data retained)

Offer ad extension

Not available Create offer extension for use in store

Call extension Free call extension (Click to call - Mobile only)Google Call forwarding $1 in desktops/tabletsClick to call data was shown in segment

Google forwarding numbers are now free on all devicesYou control when a call is a classed as a conversion Better reporting - Call conversion is now an extra column

Social extensions

Social extension were set-up manually, for each campaign.

Campaigns will include social extensions automatically

App extension Basic targeting – contextual, managed placements, by operating system.

Advanced targeting of users; based on people’s context like location, time of day and specific device.

What has changed - extensions

Bidding by device and results

Bids by location (on settings tab)

Scheduling – new format

Sitelinks

• Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that occurred on

any part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad.

• Data retention: Edit your Sitelink extension without resetting its performance statistics.

• Customised Sitelinks for mobile• Scheduling with start and end dates• Matt Van Wagner reported improved results with ad group Sitelinks

Offer extension

The controversy - Mobile campaigns

˃ Simpler to set-up but:˃ Can’t have separate campaigns for each device -

what about mobile only campaigns for mobile sites?

˃ Bid modifier only for mobiles (-100 to +300%)˃ Lack of control e.g. tablet specific campaigns, bid

modification at ad group not keyword level˃ Expected to lead to bid inflation, as everyone is

forced to use mobile˃ You can have preferred ad for mobile, but you

have to manually select ad in each ad group

˃ Some features really liked – eg. Sitelinks (ad group level and retention of data), bid modification for geo-targeting

˃ Everyone is unhappy with the loss of control over devices ˃ Optimisation is confusing at the keyphrase level when each

device performs differently ˃ You can choose to use conversion optimiser bidding strategy, as

this adjust the bid by device and overcomes some of these issues

˃ Recommend -25% on your mobile modifier for now, this may change when everyone is forced to switch

˃ Many advise sticking it out until Google has made all the changes – however if you have campaigns with all devices you are best to transfer now (due to learning curve)

˃ Will Google relent and give us on bid modifiers for Tablets and desktops? They did U-turn on ad rotation!

What the bloggers say!

Remarketing and other ad formats

˃ Uses code added on all the pages of your site (either AdWords or Analytics code)

˃ Set-up in AdWords – create a Display campaign set-up for Remarketing

˃ Create target audience according to the pages they visited – if they match the criteria a cookie is added to their machine (can come from any or a specific source (segment) – not just PPC traffic)

˃ Create ad groups with different ads (image and text)˃ When a user visits another site in the Google Display

Network (GDN) they are shown the remarketing ad˃ Cost per click is high as advertisers “compete for

the users”

What is remarketing?

Remarketing in AdWords (aka stalking)

Remarketing results

 Client 1

 Client 2

 Client 3

 Client 4

CampaignConv. (1-per-click)

View-through Conv.

Conv. rate (1-

per-click)Conv. (1-per-click)

View-through Conv.

Conv. rate (1-

per-click)

Conv. (1-per-click)

View-through Conv.

Conv. rate (1-

per-click)Conv. (1-per-click)

View-through Conv.

Conv. rate (1-

per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13%  - - - Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors  - - -  216 0 2.01% -  - -  184 0 1.88%Vouchers     29 0 15.26%        

Remarketing results

˃ Remarketing in Google is on a CPC basis but its success has pushed the prices up (one account has increased from 78p to £1.38 in a year)

˃ Retargeting is also available outside of Google via ad-serving networks or Demand Side Platforms (DSP) – mainly sold on a CPM basis

˃ Facebook have launched Facebook Exchange in the UK (via a limited number of distributors) - offering Retargeting and Behavioural targeting on a CPM basis

Promoted video and YouTube ads

Video campaigns in AdWords interface

Shopping results and Product Listing Ads

Google results for [luggage]

Summary of different shopping results in Google

Keywords =

Luggage

Organic shopping results

(Merchant Centre)

AdWords Products ad extension

Product Listing ads

Map and Local listings

Shopping results

Examples of Product Listing Ads

1. Live Merchant Centre Account with active product feed or upload from your product/website database – manual CSV good for small number of products

2. Add your AdWords ID into Merchant Centre3. Within AdWords link each campaign to Merchant Centre

using Product extensions section of Ad Extensions tab4. Create a campaign just for PLA5. Create ad groups for each product category or brand 6. Create the ad by selecting the ad type “product listing ad”

(but you do not need to add any keyphrases)7. For each ad group create a target or filter in the

Autotarget tab, this must relate to the content of your original database or CSV file uploaded to Merchant Centre (press “Verify” to check)

8. Product Listing Ads are now available for mobile

Setting up Product Listing ads

Product listing ads – Autotargets tab

See the search terms that triggered PLA

Tips with PLA˃ Use one campaign and many ad groups – each ad group

targeted to one product or brand ˃ Use “All products” targeting in one ad group to catch the

rest but bid lower˃ PLA are useful for doing research prior to setting up search

campaigns˃ Use See search terms to check what you are found for –

add negative keywords or check the quality of the data in your feed

˃ If you have a limited number of products you can manually create a CSV with the correct data

˃ Use additional AdWords fields in your feed to exclude or target specific products

˃ You may have to bid much higher in competitive sectors to get shown ie. when eBay/Amazon or other high street brands are bidding

˃ Check your search ads CTR as they may be relegated to below the organic results for position 4!

˃ You can use tracking URLS to distinguish from text ads

Dynamic search ads & AdWord scripts

˃ Can be used in addition to PLA ads e.g. when you do not have a Merchant Centre account

˃ Create campaign and ad groups to target a specific category or section of your site

˃ Create dynamic ads on Ads tab˃ Use Autotarget tab to target by Title tag, Category,

URL or page content

Dynamic search ads

Creating Dynamic Search ads

Tracking and reporting

˃ PPC conversion tracking code should be added to your ‘thank you’ page after a successful lead or sale

˃ Track both “1 conversion per click” and “Many conversions per click”˃ Link your AdWords and Analytics accounts;

˃ Click and cost data is imported into Analytics˃ Analytics data is imported into AdWords (bounce rate, time on site, pages per

visit, % new visitors) ˃ Use of imported Goals for other conversions e.g. Calls, Event tracking (e.g.

downloads or video plays)˃ Use of multi-path attribution, plus first click, assisted and last click conversions

˃ For ecommerce sites – ˃ Automatically return buyers from the payment gateway to a ‘thank you’ page

on your site˃ Use ecommerce tracking in Analytics˃ Use Dynamic PPC conversions code to bring sales value into AdWords˃ Use goals and sales funnels to see cart abandonment

˃ Use of URL builder and UTM codes on destination URLs˃ For non-AdWords campaigns, eg LinkedIn, Facebook or email˃ For transferring source data to CRM systems e.g. on completion of a form.

Tracking in AdWords and Analytics

Dynamic PPC script with conversion value

The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php

Conversion & Analytics data in AdWords

Cost & Revenue data in AdWords

Cost & Revenue data in Analytics

ROI on Clicks tab (Analytics)

Conversions Attribution – top paths leading to a sale

Last click before a conversion

Assisted click – in conversion path

Integration of channels (last click vs. assisted click)

Search funnel data in AdWords

Call tracking & optimisation

˃ Call tracking software is now available to determine the keywords that triggered a phone call from your website

˃ Ideal for sites where conversions are also taken over the phone as well as online

˃ Dynamic code is added to your website, which generates unique phone numbers every visit

˃ If the number is called it is redirected to your normal phone number, with the option to record the call

˃ The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics

˃ A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”

Conversion data in AdWords andGoals in Analytics

Optimisation and management

˃ Campaign set-up – granular structure with thousands of target keyphrases. Use of campaign settings such as devices and geo-targeting to increase relevancy and Quality Score

˃ Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (e.g. QS of 8/10 you pay half as compared with 4/10)

˃ Click through rate – use ad extensions to make them more relevant and stand out, pause phrases and ads with a CTR below 1%, otherwise this drags down your QS

˃ Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!

˃ Conversion rates – use of landing pages and ad testing to maximise conversion rates

˃ Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale (or lead) will be 100 x your cost per click – how much is a sale worth to you?

˃ Revenue and ROI – optimising for revenue and ROI is normally the primary objective of ecommerce websites (as compared to conversion rates and CPA)

Managing AdWords – What’s important?

What’s new elsewhere?

˃ Broad match modifier has now been introduced. This works in the same way as Google

˃ Sitelinks now available

˃ Updated reporting interface˃ now less clicks required to create a report

˃ Enhanced keyword research tool – additional research filters now available when carrying out research .i.e. Devices, brand names, max number of suggested keywords

MSN adCenter

˃ Power Editor has been upgraded˃ tidier with a more user friendly interface

˃ Conversion tracking now available through Facebook

˃ Mobile App install ads ˃ when users click on the ad on a mobile device, they will be

directed to the App Store or Google Play to install the app.

Facebook ads

˃ Lead collection ˃ Users who click on your LinkedIn ads will see a lead

collection bar above your website that will prompt them to request contact.

˃ You will be notified by email when you receive a lead

˃ Video Campaigns - show a 30 second video in your ad instead of a standard image. When the ad is clicked, the video will expand to cover the entire ad unit. After watching the video, users will see a ’Send me info’ option, allowing you to collect leads.

LinkedIn ads

˃ Google has more new features to help advertisers maximise their clicks and conversions

˃ Ad extensions allow advertisers to augment their ads with extra information:

˃ Making ads stand out - encouraging click throughs (CTR)˃ Some only displayed in top 3 positions and usually <10% of impressions

˃ Local presence (Google+ page) and mobile ads are also important – but the new enhanced campaigns have received a mixed response!

˃ Remarketing (stalking) continues to be effective but bid inflation has now made traditional contextual Display too expensive

˃ Google Shopping will shortly be paid results only!˃ Product Listing ads (PLA) are the main method to display shopping results˃ PLA conversion rates are high but CPC is increasing (big brands dominate)˃ Dynamic search ads do not stand out as much, there is limited control and

are less effective

˃ Integration between AdWords and Analytics (and dynamic conversion tracking); now allow easier optimisation based on revenue and ROI

˃ Other platforms are innovating but playing catch-up with AdWords functionality

Summary

Thank You

Ann Stanley@annstanley

[email protected]

www.anicca.co.uk

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