why you need to treat click-to-call differently with enhanced campaigns
DESCRIPTION
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
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Marta Turek
Meditative
@MTurek
#SMX #13C
October 1, 2013
WHY YOU NEED TO TREAT
CLICK-TO-CALL
CAMPAIGNS DIFFERENTLY
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WHO WE ARE
OUR RESEARCH INSIGHTS OVER THE YEARS
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04
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07
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10
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Inside The Mind
of The Searcher
Search Engine
Usage Research
Golden
Triangle
Barriers On
a Website
Mapping the
BuyerSphere
Instant
Results
Google Places
Desktop &
Mobile
PPC & Display
User Purchase
Behaviour
Branching Out From
Search Research
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13 Facebook
Graph Search
Study
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13 Local Search
Behaviour on
Mobile
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
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
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
BUDGET ALLOCATION RISK
CHALLENGE
6.61% shift in budget to Mobile
$40K increase on a $61K Total Budget
65% increase in Mobile Budget
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Risk shifting significant percentage of
desktop budget to mobile
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
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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
MOBILE CLICK TO CALL SET UP
• Set up call extension that enables
clicks only on phone number
• Exclude Headline Click
MOBILE CLICK TO CALL SET UP
Your Ad with just the
Phone Number
Both my website and
the phone number
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
Tab
lets
Co
mp
ute
rs &
Mo
bile
Computers Mobile devices with full browsers Tablets with full browsers
Enhanced Campaigns Launch
Week 1: Computer budget shift 20%
Tablet: Only 2.34%
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
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
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
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
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
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IMPACT OF TESTING IN DESKTOP ACCOUNT
COMPUTER CLICKS – DESKTOP VS. MOBILE
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100
92 94
1115 17
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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%
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
IMPACT OF TESTING IN DESKTOP ACCOUNT
IMPRESSIONS SHIFT TO MOBILE ACCOUNT
28913004
22342308
742 730 685
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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
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
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
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
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
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
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
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Over 300 Digital Marketing Resources Available
Visit www.mediative.com/resources
Marta Turek
Twitter: @MTurek
THANK YOU! QUESTIONS?
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