a brave new world: adjusting to sem for 2017 by aaron levy

#SMX #12B @bigalittlea

Aaron Levy – Manager of Client Strategy – Elite SEM

A BRAVE NEW WORLD:

ADJUSTING TO SEM FOR 2017


HI! I’M AARON! Lead team “NE-Not-NYC” @ Elite SEM. I teach at Drexel & UVM. This is me as a Peanuts character.* *YesIusedthisjokelastyear.Sosueme.

@bigalittlea


Award-Winning Digital Marketing Agency AD AGE Best Agency Culture

AD AGE Top 25 US Search Agencies US SEARCH AWARDS #1 Best Agency

INC. 5000 Listed Since 2007 MASHABLE #1 Best Tech Companies to Work For

ENTREPRENEUR #1 Top Company Culture CRAIN’S NYC #1 Best Place to Work


BORN FROM ECOMMERCE

#SMX #12B @bigalittlea #SMX #12B @bigalittlea


WE DON’T HAVE TO FREAK OUT! ...but sometimes we do anyway


SCORING THE 9 BIGGEST

CHANGES TO SEM IN 2016


IMPA

CT

EFFORT

ETA’S

CONVCLICKS

DBA

NEWEXT

RIGHTRAIL

LASTCLICK

CUSTMATCH

ORDERID

DEMO


1: THE BACK END


CONVERTED CLICKS

RIP CONVERTED CLICKS


DEATH OF CONVERTED CLICKS multiple pixels? can’t count individual users cross device included by default – expect a 20% lift in “conversions” you already had expect volatility throughout October suspicious order behavior? i got a tip for you...


ORDER ID CAPTURE map back conversion ID’s to CRM identify new vs. returning customers fraud orders & de-dupes moderate effort, nice payback learn more at bit.ly/idcapture


FULL “FUNNEL” ATTRIBUTION

bit.ly/smxattribution


2: THE VISUALS



PRICE EXTENSIONS tend to show alone 10-30% of queries flat CTR (vs. 10-30% lift with sitelinks) NEVER get clicked (<5%) low effort, low (if any) reward


BING THE COPYCAT snippets, callouts and images, oh my! images on their deathbed no tangible lift from snippets & callouts


SEE YA RIGHT RAIL position 1-3 cpc’s unaffected, 3-4 up 22% & 4-5 up 15% “other” conversion rates up 15% position 5-8 ctr increased by 86% in aggregate total inventory flat, but position 4+ inventory down 50%


SURPRISE WINNER?


BIT.LY/POSITION4


OMG! THE DEADLINE IS COMING THE DEADLINE IS COMING!


EXPANDED TEXT AD DATASET 1


CTR increased 55% CPC decreased 8% CVR increased 6% CPA decreased by 13%


EXPANDED TEXT AD DATASET 2 CTR decreased 17.5% CPC increased 13% CVR improved 6% (yay!) CPA rose by 7%


EXPANDED TEXT AD DATASET 3 CTR increased 24% (that’s more like it) CPC increased 13% (again??) CVR decreased 36% (the hell?!) CPA rose by 76%

#SMX #XXA @bigalittlea #SMX #12B @bigalittlea


ETA WTH?!?!?? PROMOHEAVY

NOTESTING

NOTESTING

BRANDHEAVY

NON-BRANDHEAVY AVERAGE

CTR 115% -178% 24% 3% 55% -3%

CPC 7% 13% 13% -10% -8% 2%

CVR -8% 6% -36% -2% 6% 2%

CPA 16% 7% 76% -7% -13% flat


#1: STABLE CLIENTS STUNK


$3.00

$3.50

$4.00

$4.50

$5.00

$5.50

$6.00

$6.50

$7.00

$7.50

$8.00

10%

15%

20%

25%

CTR CPC


#2: VERY FEW HUGE WINS


MIGRATE TO ETA’S SLOWLY DO NOT rip off the band aid – use campaign experiments to control rotation run ETA’s and standard ads side by side – system serving 60/40 ETA’s for now test new fun stuff! Paths, countdowns (no longer ugly), headline swaps etc.


3: THE AUDIENCE



CUSTOMER MATCH email meets remarketing... yay? largest account had ~10% of queries affected bad for customer acquisition (duh) look-a-like leaves something to be desired good for reactivation & seasonal buyers


BOUGHT 300-365 DAYS AGO (we forget sometimes)

OPPOSITE SEX (no presents for me!)

MID-HIGH HHI (got money honey?)

EVERY. KEYWORD. EVER.


DEMO AND GENDER following a theme of audience-based targeting tools just like hhi targeting, doesn’t collect data until you enable feature set create segmented campaigns with caution


DEMO AND GENDER


HHI TARGETING (when targeting significant areas)

AGE – GENDER - PARENTAL (beware the unknown)

REMARKETING & CUSTOMER MATCH

(come here often?)


DEVICE WEALTH SCALE

8%

5%

6%

9%

7%

6%

12%

12%

10%

14%

14%

13%

19%

21%

19%

38%

41%

46%

COMPOOTERS

TABLETS

MOBILE

MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE


DEVICE AGE & GENDER

9%

22%

20%

12%

25%

25%

15%

19%

16%

22%

16%

16%

26%

10%

11%

17%

8%

11%

TABLETS

MOBILE

COMP

18-24 25-34 35-44 45-54 55-64 65+

MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES

69%

63%

56%

31%

37%

44%

Female Male


0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

COMPUTERS MOBILE TABLETS

DEVICE DEMAND CURVE

SUN MON TUE WED THU FRI SAT

NOBODY OWNS A HOME COMPUTER ANYMORE


DEVICE CONVERSION CURVE

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

COMPUTERS MOBILE TABLETS

SUN MON TUE WED THU FRI SAT

MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY


DON’T KILL TABLETS


SHOULD YOU SEGMENT CAMPAIGNS BY DEVICE?

I SURE WILL BE...


DBA AFTER EFFECTS tablet cpc’s will plummet to the tune of 70% computer cpc’s should lift by ~10% create segmented campaigns with caution


CHANGE IS USUALLY A GOOD THING WHEN YOU’RE PREPARED


THE FUTURE?

ALL ABOUT AUDIENCE.



SEE YOU AT THE NEXT #SMX!

THANK YOU!