why you need to treat click-to-call differently with enhanced campaigns

27
# Marta Turek Meditative @MTurek #SMX #13C October 1, 2013 WHY YOU NEED TO TREAT CLICK-TO-CALL CAMPAIGNS DIFFERENTLY #

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From SMX East 2013 / SearchMarketingExpo.com - How To Do Click-To-Call In An Enhanced Campaign World - #SMX #13C by @MTurkek. Slide deck from Marta Turek of Meditative on Best Practices & Worst Mistakes made when managing desktop and mobile campaigns in the new Google Adwords Enhanced Campaigns.

TRANSCRIPT

Page 1: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

#

Marta Turek

Meditative

@MTurek

#SMX #13C

October 1, 2013

WHY YOU NEED TO TREAT

CLICK-TO-CALL

CAMPAIGNS DIFFERENTLY

#

Page 2: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

2

WHO WE ARE

OUR RESEARCH INSIGHTS OVER THE YEARS

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04

20

05

20

07

20

10

20

09

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12

20

11

Inside The Mind

of The Searcher

Search Engine

Usage Research

Google

Golden

Triangle

Barriers On

a Website

Mapping the

BuyerSphere

Google

Instant

Results

Google Places

Desktop &

Mobile

PPC & Display

User Purchase

Behaviour

Branching Out From

Search Research

20

13 Facebook

Graph Search

Study

20

13 Local Search

Behaviour on

Mobile

Page 3: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

CLICK TO CALL IN AN ENHANCED CAMPAIGNS WORLD

TODAY’S TOPIC

How to Maintain Budget Control?

3

1Impact of Core Desktop Account on Mobile Account2

3 Managing Brand Keywords in Mobile Account

MARTA TUREKGroup Manager

Performance Media

TODAY’S PRESENTER

MOBILE ACCOUNT STRATEGY

Page 4: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

THE CHALLENGE

BUDGET ALLOCATION SHIFT IN % TERMS

SMX ADVANCED 2013

POST-ENHANCED CAMPAIGNS

PRE POST % CHG.

MOBILE : 10.2% 16.8% +6.61%

TABLET: 10.2% 11.6% +1.4%

COMPUTER: 79.6% 71.6% -8%

Source: Hanapin Marketing –

SMX Advanced Deck 2013

Page 5: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

THE CHALLENGE

BUDGET ALLOCATION SHIFT IN $ TERMS

Assume $600K Total Budget

POST-ENHANCED CAMPAIGNS

PRE POST $ CHG

MOBILE : $61.2K $100.8K +$39.6K

TABLET: $61.2K $69.6K +$8.4K

COMPUTER:$477.6K $429.6K $-48K

Page 6: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

BUDGET ALLOCATION RISK

CHALLENGE

6.61% shift in budget to Mobile

$40K increase on a $61K Total Budget

65% increase in Mobile Budget

6

Risk shifting significant percentage of

desktop budget to mobile

Page 7: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

TEST: STANDALONE MOBILE ACCOUNT

Question: Is it possible to maintain separate accounts

to control core desktop vs. mobile budget?

Goal: Maintain Budget Control (Desktop vs. Mobile)

by having separate Desktop vs. Mobile Accounts

Test: Mobile Account Runs Mobile Click to Call Ads

Desktop Account Set -100% on Mobile

Start Date: 22 July 2013

Duration: 6 Weeks

7

Page 8: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

MOBILE ACCOUNT BIDDING FORMULA

X = (Historic Keyword Bid) – (Historic Keyword Bid * 0.75)

FORMULA 1: Determine Desktop Bid

New Max CPC Bid = X + (X *300%)

FORMULA 2: Set Mobile Bid

Goal: Set up custom keyword bids with a low CPC bid on

desktop & tablet devices BUT maintain same historic mobile bid

Page 9: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

MOBILE CLICK TO CALL SET UP

• Set up call extension that enables

clicks only on phone number

• Exclude Headline Click

Page 10: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

MOBILE CLICK TO CALL SET UP

Your Ad with just the

Phone Number

Both my website and

the phone number

Page 11: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

BUDGET DISTRIBUTION – MOBILE ACCOUNT

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7/1/2013 7/8/2013 7/15/2013 7/22/2013 7/29/2013 8/5/2013 8/12/2013 8/19/2013 8/26/2013 9/2/2013

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Computers Mobile devices with full browsers Tablets with full browsers

Enhanced Campaigns Launch

Week 1: Computer budget shift 20%

Tablet: Only 2.34%

Page 12: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

BUDGET DISTRIBUTION CONTINUED

Week ComputersMobile devices with

full browsers

Tablets with

full browsers

7/1/2013 0.00% 100.00% 0.00%

7/8/2013 0.00% 100.00% 0.00%

7/15/2013 0.43% 99.57% 0.00%

7/22/2013 20.28% 77.38% 2.34%

7/29/2013 9.87% 89.63% 0.50%

8/5/2013 10.61% 88.61% 0.78%

8/12/2013 15.39% 83.42% 1.19%

8/19/2013 11.72% 87.03% 1.25%

8/26/2013 9.51% 89.32% 1.16%

9/2/2013 9.12% 90.09% 0.79%

Over 6-week period Mobile Devices

rebound to 90.09% of Budget

Page 13: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

MOBILE ACCOUNT – BUDGET ALLOCATION

PRE-ENHANCED CAMPAIGNS

PRE POST % CHG.

MOBILE : 100% 90.09% -9.91%

TABLET: 0% 0.79% +0.79

COMPUTER: 0% 9.12% +9.12%

9.91% Budget Shifted from

Mobile Device

Page 14: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

MOBILE ACCOUNT – BUDGET ALLOCATION

POST-ENHANCED CAMPAIGNS

PRE POST $ CHG.

MOBILE : 60K $54K -$6K

TABLET: $0 $474 +$474

COMPUTER: $0 $5,472 +$5K

Only $60K Mobile Budget impacted

vs. $600K Total Budget

Page 15: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

BUDGET ALLOCATION RISK

SUMMARY CONCLUSION

BY SETTING UP A SEPARATE MOBILE ACCOUNT YOU:

Remove Desktop Budget from the Risk Equation 1

Maintain Better Budget Control 2

Minimize the Absolute $ Impact of Desktop & Tablet on Mobile Campaigns 3

Page 16: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

LEARNING: DESKTOP ACCOUNT IMPACT

Question: What impact does the performance of the

core desktop account have on the mobile account?

Observation: Changes in Desktop impact Mobile performance

Desktop Account: Landing Page Testing – New Campaigns

Challenge: Poor Landing Page Experience in Test Campaigns

Campaigns: Brand Keywords

Start Date: July 15th

End Date: August 15th

1

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Page 17: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

IMPACT OF TESTING IN DESKTOP ACCOUNT

COMPUTER CLICKS – DESKTOP VS. MOBILE

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Computers - Desktop Account Computers - Mobile Account

Landing Page Testing –Desktop Account

Enhanced Campaigns Launch

Mobile Computer Clicks Drop

from 9% of Total to 1%

Page 18: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

IMPACT OF TESTING IN DESKTOP ACCOUNT

COMPUTER CLICKS SHIFT TO MOBILE

Computers % of Clicks

Week Desktop

Account

Mobile

Account

7/1/2013 100% 0%

7/8/2013 100% 0%

7/15/2013 100% 0%

7/22/2013 90.6% 9.4%

7/29/2013 91.4% 8.6%

8/5/2013 91.4% 8.6%

8/12/2013 90.2% 9.8%

8/19/2013 99.3% 0.7%

8/26/2013 99.0% 1.0%

9/2/2013 98.9% 1.1%

Once test paused

Computer Clicks

shift back to

Desktop Account

Page 19: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

IMPACT OF TESTING IN DESKTOP ACCOUNT

IMPRESSIONS SHIFT TO MOBILE ACCOUNT

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7/1/2013 7/8/2013 7/15/2013 7/22/2013 7/29/2013 8/5/2013 8/12/2013 8/19/2013 8/26/2013 9/2/2013

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Computers - Desktop Account Computers - Mobile Account

Landing Page Testing -Desktop Account

Mobile Account Impressions

Drop from 20% to 7.4% after test

Page 20: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

IMPACT OF TESTING IN DESKTOP ACCOUNT

SUMMARY CONCLUSION

BALANCE BETWEEN DESKTOP & MOBILE ACCOUNT

Small Changes in desktop account can quickly shift Computer impressions & clicks to mobile account 1

Monitor Computer & Tablet Clicks at least Weekly in Mobile Account 2

Any negative changes in Desktop Account will impact Computer clicks in Mobile account 3

Page 21: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

WHAT WE WOULD HAVE DONE DIFFERENTLY

BRAND KEYWORDS IN MOBILE

MOBILE ACCOUNT DESKTOP ACCOUNT

Enhanced Campaigns

Full Opt-in

Brand

CPC Bid

Non-Enhanced

Campaigns (-100%)

Brand

CPC Bid

Mobile $4

Computer $1 Computer $1

Tablet $4

Mobile Account Kwd Bid = Desktop Account Kwd Bid

Page 22: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

WHAT WE WOULD HAVE DONE DIFFERENTLY

DESKTOP ACCOUNT CHANGES IMPACT MOBILE

Mobile AccountBrand Kwd Quality Score

Desktop Account Brand Kwd Quality Score

Mobile

Account

Computer

Clicks

Desktop

Account

Computer

Clicks

With Equal Bid on Brand Keywords; negative changes in Desktop

Account will shift Computer Clicks to Mobile Account

Page 23: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

WHAT WE WOULD HAVE DONE DIFFERENTLY

A NEW FORMULA FOR BRAND KEYWORDS

Non-Brand Keywords

Brand Keywords

X = (Historic Keyword Bid) – (Historic Keyword Bid * 0.75)

X = (Historic Keyword CPC) – (Historic Keyword CPC * 0.75)

Brand Keyword Bid should be determined

based on Historic CPC; not Historic Bid

Page 24: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

WHAT WE WOULD HAVE DONE DIFFERENTLY

SUMMARY CONCLUSION

BID DIFFERENTLY ON BRAND VS. NON-BRAND IN MOBILE

Our Mistake: Brand Bids stayed at high willingness to pay in Mobile Account 1

Harder to control brand with bid adjustments as you are working with lower absolute numbers 2

Set Desktop Bid in Mobile account based on historic avg. CPC – not historic avg. bid 3

Page 25: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

3 THINGS TO REMEMBER

THE FINAL WORD

Maintain better budget control by setting up separate Mobile vs. Desktop Account 1

Any testing / negative changes in desktop account will see clicks & impressions shift to mobile account 2

Set different Base Desktop Bids on brand vs. non-brand keywords in mobile account 3

Page 26: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

26

Over 300 Digital Marketing Resources Available

Visit www.mediative.com/resources

Marta Turek

[email protected]

Twitter: @MTurek

THANK YOU! QUESTIONS?

Page 27: Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

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