the performance search boot camp - pete newman. found
TRANSCRIPT
PERFORMANCE SEARCH
Sergeant Major Newman Tank Commander Brady
Our Mission Today
CPL, CPD, get on the floor: 1,
2, 3!
CPC, CPA, time to get you fit
today!
Rules of engagement:
1. Limbering up time
2. Assessing your core fitness
3. High impact training
4. Strength & stamina
5. Warm-down
LIMBERING UP
Hilton hasn’t heard the gossip…
20 SIT UPS, AT THE
DOUBLE!
GAP doesn’t tailor some ads to search queries…
I WANT TO SEE YOU SWEAT!
Ernest Jones needs to focus on cost savings…
But don’t target keywords correctly…
YOU CAN’T HANDLE THE
TRUTH!
Grossly unfit Breaking a sweat Marathon runner Usain Bolt
Assessing Your Core Fitness
90% of merchants have PPC brand competitors
Are you appearing on key brand terms?
Are you appearing on your brand terms?
‘Easyjet flights’ 110,000 searches per month
35% of traffic lost
38,500 potential
clicks
AOV: £500CR: 4%
Sales: 1,540Rev:
£770,000
Are you appearing on your brand terms?
Are you appearing on your brand terms?
Are you appearing on your brand terms?
Grossly unfit Breaking a sweat Marathon runner Usain Bolt
Test incrementality of PPC + SEO
Remember brand coverage can:
Give you greater dominance of inventory space
Help to facilitate quality score across your account
Enable (instant) controlled messaging & offers
Help to push the competition out of easy-win territory
Negative matching showed a 350% ROI increase for clients like Canterbury.com
Are you using this technique effectively?
Are you negative matching effectively?
£1,820 potential wasted money
Are you negative matching effectively?
£12,160 wasted money
Are you negative matching effectively?
Cut down on wasted ad spend
Improve targeting, thus quality score
Boost your ROI
Identify new opportunities
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Bing drives 10% additional traffic… …at twice the conversion rate of Google.
Are you appearing there?
Are you appearing on Bing?
2,615 impression
reach
Are you appearing on Bing?
89.3%
4.7% 3.3%2.7%
UK Market Share
73.8%
16.0%
15.2%1.9%
US Market Share
GoogleBingYahooOther
Google’s share is less than 85% in Europe Source: ComScore, 2013Source: Experian, 2013
Are you appearing on Bing?
There’s a potential 10% extra traffic
Some of our clients have seen up to 100% conversion increase
The porting process from Google is simple
Coverage across Bing and Yahoo on one platform
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Found sitelinks increase CTR by up to 40%
So why doesn’t everyone use them?!
Are you using Sitelinks?
Are you using Sitelinks?
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Take up even more valuable search real estate (for negligible cost)
Push competition even further down the page
Direct users to multiple landing pages – deep-linking
Even greater control over messaging
Great for quick messaging, e.g. 1 day sales
It’s been the “decade” of the mobile!
So why do 44% of the merchants at this event, doing mobile PPC, have un-
optimised sites…?
Mobile is growing…
And growing…
Source: eConsultancy 2013
27
x5Mobile search queries increase
in 2 years (Google, 2012)
95% Smartphone use results in
actione.g. purchase, call etc. (Google,
2012)
40%Mobile users turned to
competitor after bad experience (Gomez)
67%Smartphone owners more likely to buy from an
optimised site (Google, 2012)
Mobile is growing…
28
Mobile is growing…
60% of the real estate is taken up by paid
advertising
Are you mobile-optimised?
A growing customer-base of engaged mobile searchers
Conversion can be better than desktop (thanks e.g. to call extensions)
Localised targeting
Lower CPC’s (currently)
Less competition
So, how fit are we all?
Yes; 48%
No; 52%
Mobile Optimised
Yes; 64%
No; 28%
Poor; 8%
Mobile PPC
Yes;
60%
No; 28%
Poor; 12%
Bing PPC
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So, how fit are we all?
Yes; 76%
No; 24%
Brand Presence(where needed)
Yes; 81%
No; 14%
Poor; 5%
Sitelinks
Yes; 48%
No; 33%
Poor; 19%
Basic Negatives
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Rules of engagement:
1. Get the basics right
2. Question whether you should be appearing on your brand terms
3. Expand your negatives list
4. Ensure you utilise sitelinks
5. Get mobile
HIGH IMPACT
Aggregator sites are dominating PPC
But do they build and protect your brand?
The rise of the Aggregator Sites: Own your Brand
Booking.com dominates the European online travel market with 55% market share and over 226,000 hotels within
its listings.
(source HotelNewsNow.com)
The rise of the Aggregator Sites: Own your Brand
The rise of the Aggregator Sites: Own your Brand
Would you prefer this?
The rise of the Aggregator Sites: Own your BrandOr
this?
The rise of the Aggregator Sites: Own your Brand
Take back your brand – we call it ‘brand protection’
Own YOUR customers
Prevent potential leakage
Use aggregators for generics, but heavily question their value on brand
Pay less commission by filling the void yourself or with a partner
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Product Listing Ads are now all paid for
But many advertisers are struggling…
Merchant products used to appear in natural search results
Google Shopping – PLA’s
Google Shopping – PLA’s
Now merchants have to pay to appear
CTR for PLAs was 73% higher than standard text
ads
PLA moved from a 1.5% market share in
Q2 to 5.6% in Q3
And the space is going to become more and more competitive & valuable
Click share also increased from 1.2% to
7.9%
Conversion rate was 35% higher
Average CPC was 36% lower resulting in an
ROI improvement of 46%
Landscape on a study of 270m global impressions & clicks (Kenshoo, 2012)
Google Shopping – PLA’s
Well-managed PLA PPC will lead to greater results & ad rank
Google Shopping – PLA’s
Google Shopping – PLA’s
You now have to pay for a service that was once free
Compared to traditional search, industry averages suggest:
Higher CTR’s
Higher Conversion Rates
Higher ROI
It’s important to start accessing the benefits of PLA’s before the space gets saturated
Google Shopping – PLA’s
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Enhanced campaigns…
Dun dun DUUUUN! …
Enhanced Campaigns: what are they?
Big update to Google AdWords core functionality
Mandatory update by end of July 2013
Desktop & tablet devices are grouped together
Bids are now set with “% change modifiers”
What do our friends at Google say??
Day Parting• With more advanced
ad scheduling you can better optimise your campaigns to the various hours of the day.
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
1000
2000
3000
4000
5000
6000
7000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Location Targeting• With proximity bidding you
can bid more for customers closer to you.
What do our friends at Google say??
Advanced Extensions• Ad Group Sitelinks• Extension Scheduling• Call & App Downloads
What do our friends at Google say??
But…
• Rising CPC’s• Mobile Bidding
Issues• Inability to optimise
to best practice performance PPC
But…
Enhanced Campaigns are here - be prepared!
Improved targeting with ad scheduling & proximity bidding
New features: ad group sitelinks & click to download
But… beware of rising costs from CPC increases and bid adjustment multipliers
And… we think Google may reverse this in the future…
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STRENGTH & STAMINA
Getting more out of Performance Search
Facebook Exchange Retargeted Ads deliver massive return on investment: up to 16x (Techcrunch)
Excellent opportunities for lead generation
Great support for offer endorsement & shareability
Ability to directly target your database
Getting more out of Performance Search
Cheaper CPC’s
Localised targeting
Great mobile compatibility
Complements the performance model
Ability to target by:
demographic
interests
Who the user is following
Getting more out of Performance Search
inSlate (pre-10 minute+ videos)
inSearch (static ads)
inStream (TV format-like adverts)
inDisplay (GDN)
Mobile Roadblocks (100% share of voice on m.youtube.com)
But have we reached our goal?!
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WARM DOWN
ATTEN-TION!
1. Don’t make silly mistakes
2. Take advantage of new developments, but…
3. Not at the expense of your core campaign
4. Always keep performance & ROI front of mind!
GOOD JOB, SOLDIER!
NOW HIT THE SHOWERS!
PERFORMANCE SEARCH
Brought to you by:
Pete Newman Jamie Brady
[email protected] 653 6709
@found_onlineF: foundonline
www.found.co.uk