adwords search vs display - what should be your marketing weapon
TRANSCRIPT
Tony McCreath
Tony McCreath
The Glorious and Fabulous SEO Giant
10 Years in AdWords
Tony McCreath
What should be your
marketing weapon?
v
Tony McCreath
What Am I going to Be Talking About?
Core Concepts
Search
Display
Maybe a Demo
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I will be lying to you
Disclaimer
(dumbing it down)
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Tony’s Hat & Wig Emporium
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Core Concepts
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Conversion Tracking
● The routes followed to a conversion
● Why is it important?
● Try and track actual $s
Ad Website Conversion
Lead
Call
Sale
Like
Subscribe
$$$$$$$$
Search
Direct
Organic
Referral
$
Tony McCreath
AttributionIn AdWords
AdWords takes the credit
In Facebook
Facebook takes the credit
In Google Analytics
Bing takes the credit (by default)
Facebook Website
WebsiteAdWords
WebsiteBing Conversion
Conversions can take place after a person has visited several times from different sources.
Tony McCreath
Internal Attribution
AdWords Reports: Days to conversions, Ad Impressions per conversion, Assists and Paths
Website
WebsiteAd 2
Website ConversionAd 3
Ad 1
Ad 1 Ad 2 Ad 3
First Click 1.0 0.0 0.0
Last Click 0.0 0.0 1.0
Linear 0.3 0.3 0.3
Time Decay 0.1 0.3 0.6
Tony McCreath
Ads
Account StructureCampaign
Emporium Search
CampaignEmporium Display
GroupHats
GroupWigs
GroupPlacements
GroupRemarketing
Network Type
Targeting
Budget
Targeting
Bidding
AdsAds
AdsAds
AdsAds
AdsAds
AdsAds
Ads
Tony McCreath
Targeting
People
Location
Time
Device
Age
Gender
Parental Status
Household IncomeVisitors (Remarketing)
Search Term
(Keyword)
Interests
Topics (Website)
Placements (Websites)
In the market for
Dis
pla
yS
ea
rch
Who Sees The Ads
Can enlarge or
restrict audiences.
Can just observe.
Tony McCreath
Bidding & Budgets
Manual Bidding: Make adwords struggle to hit your budgets
Max Bid Position Pay Per Click
$2.00 #1 $1.01
$1.00 #2 51c
50c #3 <= 50c
+ Quality Score & Ad Rank adjustments
Bidding StrategiesBidding System - Auction
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v
Tony McCreath
Tony McCreath
Intent to find something
● What is it?
● People are actively searching
● Search Term (Keyword) based targeting
● Target people looking for what you offer
● Good for conversions/sales
Tony McCreath
Keep Keywords Tighthat
Hat trick
Cap
The cat in the hat
+buy +hat
I want to buy some hats
Where can I buy The cat in the hat
“buy a hat”
How do I buy a hat
[where to buy a hat]
where to buy a hat
Expensive
Off Topic
Low Conversions
Cheaper
On Topic
Convert
Targeting is via
Keyword patterns
that match up with
peoples search
terms.
Broad
Modified
Broad
Phrase
Exact
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Negatives
cheap
free
cat
“hat trick”
Check the Search
Term report.
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Extensions
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Shopping
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Brand
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Mobile
Different layouts.
Can own the screen.
Check device reports and
conversion rates.
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Search Tips
● Target the right Locations
● Switch off the Display Network
● Check if Search Partners works for you
● Test alternate ads
● Review search terms and refine keywords & negatives
● Use Extensions
● Add observation based targeting
● Make bid adjustments
(Device, Location, Demographics, Remarketing)
● Conversion tracking and automated bidding (CPA, ROAS)
Tony McCreath
Millions of sites
plus
Video & YouTube
Mobile Apps
Gmail
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Good for Branding
● People are doing something else
● Hard to control & track success
● Banner Blindness
● It’s about High Reach Beyond Intent
● Advances with Machine Learning
Visual
Cheap
Marketing Funnel
Display
Search
Tony McCreath
Display Targeting
People
Location
Time
Device
Age
Gender
Parental Status
Household IncomeVisitors (Remarketing)
Interests
Topics
Placements
In the market for
Combineand/or
Filter
Observeand/or
Adjust
Tony McCreath
Bad Targeting
Lots of Audiences (People)
No placement restrictions
World Wide
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Good Targeting
Limited Audiences combined with other restrictions…
Locations
Gender
Age
Lots of Placement Exclusions
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Remarketing
● Tell a story
● Determine membership times
● Combine lists
● Create clever lists
● Email lists
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Do not stalk
● Put a cap on impressions
● Vary the ads
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Be RelevantHat Website
Jewellery?
Knitting?
Hats :-)
Targeting
Placements
Topics
Keywords
In-market
Affinity
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Where You’re Seen
Check where ads are shown.
Exclude bad placements.
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Check where ads are show.
Watch for mobile apps.
Watch for YouTube.
Exclude. Exclude. Exclude.
Placements
Tony McCreath
Don’t Do This
Sending your
customers to your
competitors for a few
cents.
Tony McCreath
Tips
● Set your content exclusions
● Watch placements
● Target specific websites or even pages
● Combine targeting methods e.g. age, gender and placement
● Test different ads
● In Remarketing, tell a story
Tony McCreath
v
● User Intent Related
● Bottom of Funnel
● Shopping
● Better for Conversions
● Simpler to Manage Well
● Branding and Reach
● Mid Funnel
● Visual
● Remarketing
● Harder To Manage Well
Tony McCreath
Done!
Tony McCreath
Web Site Advantage
Adelaide Australia
WebSiteAdvantage.com.au
Top Contributor
Google Webmaster Central
Help Forum
@TonyMcCreath
+TonyMcCreath
Tony McCreath
Search Run Through
Campaign & Groups
Campaign Settings
Network (disable Display, Partners)
Bidding
Group Ads & Extensions
Targeting
Keywords (Bidding, Types)
Audience's, Demographics, Locations, Devices
Tony McCreath
Display Run Through
Campaign Settings
Less Bidding options, harder to use automation
Frequency capping
Content exclusions
Group Ads & Extensions
Targeting
Keywords (Bidding, Types)
Audience's, Demographics, Locations, Devices