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ionSearch 2012 - Expert Panel SuiteMaximising ROI For High-TurnoverEcommerce CampaignsJames Holmes – Paid Search Director,...
ionSearch 2012James HolmesBlueclaw
14.15- 15.00:Maximising ROI for high-turnover ecommerce PPCcampaignsJames Holmes - Paid Search Director, Blueclaw – Modera...
1. How have Google’s latest ad innovations helped            ecommerce advertisers?                                       ...
Dynamic Remarketing• Allows for dynamic insertion of  products into remarketing  banners• Based on users’ interaction with...
Product Listing Ads
Interest Category Marketing• Great if you have a specific interest to target                                             £££
Similar Users
2. Is Facebook advertising worthwhile for ecommerce        retailers and how best to measure ROI?                         ...
Facebook: Build > Engage > Amplify             Page or    Fan Base               App        with             Creation   Li...
Facebook Target > Expand > Convert Off-Facebook      $                            $    $                               $  ...
3. Beyond AdWords and the other PPC platforms, whatrole can third party technologies play for maximising ROI?             ...
SEM Challenges                 13
SEM Challenges                 14
Products Feeds can keep relevancy updated        Attributes                 Auto Keyword Expansion     Auto Campaign & Ad ...
Bidding Mechanisms                KW Rules-Based           Portfolio-Based Human                  ✓                  Advan...
Rules Based Bidding• Bids are set on keywords• Each keyword strives to reach the  (same) goal• Keywords look to hit its ow...
Portfolio Bidding           • Bids are also set on keywords           • The goal is for the entire             portfolio –...
4. How best to structure PPC campaigns for maximum ROI?                                                          19
The Problem• Search terms for a keyword of +dresses   Search Phrase    Impressions   Clicks    CTR    Convs Conv Rate   dr...
The Problem• Hundreds of different search terms  triggering this keyword• Loads of these search terms are  actually keywor...
The Problem• How do we even begin to optimise this?        Bid decisions      Wrong        CTR                Poor        ...
The Solution  Well thought-out ad group negatives
Example                   Dresses    Brand      Colour    Quality     Style      Gucci       Red        Cheap     Maxi    ...
Negatives• Think about the priority of negatives when  setting up• Where should a search phrase ‘cheap red  maxi dresses s...
Priorities• We should have a pecking order such as    Brand > Style > Colour > Quality > Head Terms
Priorities   Brand > Style > Colour > Quality > Head Terms• Then when setting up we know that:  – ‘Gucci’ can be negated i...
Priorities    Brand > Style > Colour > Quality > Head Terms• So now we know that ‘cheap red maxi dresses size  10 uk’ can ...
5. PPC & SEO- Synergy, Cannibalism or both?                                              29
PPC & SEOGood thing or bad thing?      It depends!                           30
Depends on what?•   Where you rank organically•   Levels of competition in your sector•   Costs of PPC•   Strength of your...
Plenty of overlapPPC in a silo translates to just       looking at this:                                     32
Plenty of overlapAnd means we’re missing     out on this:                                33
Incrementality•   Where the combination is greater than the sum of its parts                                              ...
Test, Analyse & Learn•    Every business is different•    No substitute for your own data•    Examine your analytics•    U...
6. How does the EU cookie law change things for PPC                   advertisers?                                        ...
EU Cookie Law• aka European Privacy Directive• Comes into effect 26th May 2012• Put simply:   • No cookies must be placed ...
Key Questions1. What happens to tracking and attribution which rely on the   use of cookies?2. What could the impact be if...
7. Any questions?                    39
ionSearch 2012Peter WhitmarshSearch Laboratory
Newer Google FeaturesPresented By: Pete Whitmarsh
Dynamic Remarketing• Allows for dynamic insertion of  products into remarketing  banners• Based on users’ interaction with...
Product Listing Ads
Interest Category Marketing• Great if you have a specific interest to target                                             £££
Similar Users
PPC Structure for RetailUsing Ad Group Negatives toControl TrafficPresented By: Pete Whitmarsh
The Problem• Search terms for a keyword of +dresses   Search Phrase    Impressions   Clicks    CTR    Convs Conv Rate   dr...
The Problem• Hundreds of different search terms  triggering this keyword• Loads of these search terms are  actually keywor...
The Problem• How do we even begin to optimise this?        Bid decisions      Wrong        CTR                Poor        ...
The Solution  Well thought-out ad group negatives
Example                 Dresses  Brand      Colour    Quality     Style    Gucci       Red        Cheap     Maxi    D&G   ...
Negatives• Think about the priority of negatives when  setting up• Where should a search phrase ‘cheap red  maxi dresses s...
Priorities• We should have a pecking order such as   Brand > Style > Colour > Quality > Head Terms
Priorities   Brand > Style > Colour > Quality > Head Terms• Then when setting up we know that:  – ‘Gucci’ can be negated i...
Priorities   Brand > Style > Colour > Quality > Head Terms• So now we know that ‘cheap red maxi dresses size  10 uk’ can o...
James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
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Transcript of "James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012"

  1. 1. ionSearch 2012 - Expert Panel SuiteMaximising ROI For High-TurnoverEcommerce CampaignsJames Holmes – Paid Search Director, Blueclaw - ModeratorPeter Whitmarsh – PPC Manager, Search LaboratoryAdam Hawkins – UK Sales Manager, KenshooArianne Donoghue – Head of PPC, Stickyeyes
  2. 2. ionSearch 2012James HolmesBlueclaw
  3. 3. 14.15- 15.00:Maximising ROI for high-turnover ecommerce PPCcampaignsJames Holmes - Paid Search Director, Blueclaw – ModeratorPeter Whitmarsh - PPC Manager, Search LaboratoryAdam Hawkins - UK Sales Manager, KenshooArianne Donoghue - Head of PPC, Stickyeyes 3
  4. 4. 1. How have Google’s latest ad innovations helped ecommerce advertisers? 4
  5. 5. Dynamic Remarketing• Allows for dynamic insertion of products into remarketing banners• Based on users’ interaction with your website
  6. 6. Product Listing Ads
  7. 7. Interest Category Marketing• Great if you have a specific interest to target £££
  8. 8. Similar Users
  9. 9. 2. Is Facebook advertising worthwhile for ecommerce retailers and how best to measure ROI? 9
  10. 10. Facebook: Build > Engage > Amplify Page or Fan Base App with Creation Like Ads Sponsored Stories $ Publish to Fans Targeting Fans of Friends 10
  11. 11. Facebook Target > Expand > Convert Off-Facebook $ $ $ $ 11
  12. 12. 3. Beyond AdWords and the other PPC platforms, whatrole can third party technologies play for maximising ROI? 12
  13. 13. SEM Challenges 13
  14. 14. SEM Challenges 14
  15. 15. Products Feeds can keep relevancy updated Attributes Auto Keyword Expansion Auto Campaign & Ad Group Creation Store: 123 Category + Brand Metro: MSP Sub-Category + Brand King’s Soft Field Sofa City: Bloomington Category + Color + Brand Only 12 left at $550.00. Category: Living Room Brand + Sub-Category Price Match Guarantee SubCategory: Sofa Brand + Category www.acme.com/LivingRoom/Sofa Size: Large Brand + Name Brand: King’s Name + Color Item SKU: 527 510 480 10 Size + Name Dynamic Ad Creation Name: Soft Field Name + Brand Color: Lime Green Brand + Location Price: $550.00 Location + Inventory • Keyword Combos • Price • Brand Inventory: 12 Category + Location • Inventory • Promotions • Category 15
  16. 16. Bidding Mechanisms KW Rules-Based Portfolio-Based Human ✓ Advanced Search Bid Not FeasibleDecisioning ManagementAlgorithmic ✓ ✓Decisioning Keyword Bid Management Portfolio Bid Optimization 16
  17. 17. Rules Based Bidding• Bids are set on keywords• Each keyword strives to reach the (same) goal• Keywords look to hit its own individual goal…• …even if there is an opportunity to improve overall performance by relaxing its own goal/constraint 17
  18. 18. Portfolio Bidding • Bids are also set on keywords • The goal is for the entire portfolio – individual keywords don’t have a goal • They all work together towards the “greater good,” even if it means taking a “personal hit” 18
  19. 19. 4. How best to structure PPC campaigns for maximum ROI? 19
  20. 20. The Problem• Search terms for a keyword of +dresses Search Phrase Impressions Clicks CTR Convs Conv Rate dresses 2370000 50000 2.11% 1330 2.66% dress 2600000 43000 1.65% 1230 2.86% cheap dress 470000 30000 6.38% 560 1.87% red dress 1100000 20000 1.82% 80 0.40% red maxi dress 260000 18000 6.92% 200 1.11% black minidress 400000 7000 1.75% 120 1.71% designer dresses 120000 6000 5.00% 120 2.00% silk dresses 280000 3000 1.07% 70 2.33% size 10 dresses 30000 2000 6.67% 5 0.25% new look dresses 22000 1500 6.82% 20 1.33% prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%
  21. 21. The Problem• Hundreds of different search terms triggering this keyword• Loads of these search terms are actually keywords in the account anyway
  22. 22. The Problem• How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
  23. 23. The Solution Well thought-out ad group negatives
  24. 24. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
  25. 25. Negatives• Think about the priority of negatives when setting up• Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
  26. 26. Priorities• We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
  27. 27. Priorities Brand > Style > Colour > Quality > Head Terms• Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
  28. 28. Priorities Brand > Style > Colour > Quality > Head Terms• So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place• Maxi is negated in everything below style so it has to go to the style ad groups
  29. 29. 5. PPC & SEO- Synergy, Cannibalism or both? 29
  30. 30. PPC & SEOGood thing or bad thing? It depends! 30
  31. 31. Depends on what?• Where you rank organically• Levels of competition in your sector• Costs of PPC• Strength of your brand• What tracking/attribution software you use• How well integrated you *actually* have them 31
  32. 32. Plenty of overlapPPC in a silo translates to just looking at this: 32
  33. 33. Plenty of overlapAnd means we’re missing out on this: 33
  34. 34. Incrementality• Where the combination is greater than the sum of its parts 34
  35. 35. Test, Analyse & Learn• Every business is different• No substitute for your own data• Examine your analytics• Use attributed data where possible• Understand where and how your PPC & SEO work together It’s not about which is better or worse – they’re just different! 35
  36. 36. 6. How does the EU cookie law change things for PPC advertisers? 36
  37. 37. EU Cookie Law• aka European Privacy Directive• Comes into effect 26th May 2012• Put simply: • No cookies must be placed without user consent (opt-in) • Unless they are essential for the site experience, e.g. shopping cart
  38. 38. Key Questions1. What happens to tracking and attribution which rely on the use of cookies?2. What could the impact be if a high percentage of site users decline to opt-in?3. What happens to a site if it doesn’t comply?
  39. 39. 7. Any questions? 39
  40. 40. ionSearch 2012Peter WhitmarshSearch Laboratory
  41. 41. Newer Google FeaturesPresented By: Pete Whitmarsh
  42. 42. Dynamic Remarketing• Allows for dynamic insertion of products into remarketing banners• Based on users’ interaction with your website
  43. 43. Product Listing Ads
  44. 44. Interest Category Marketing• Great if you have a specific interest to target £££
  45. 45. Similar Users
  46. 46. PPC Structure for RetailUsing Ad Group Negatives toControl TrafficPresented By: Pete Whitmarsh
  47. 47. The Problem• Search terms for a keyword of +dresses Search Phrase Impressions Clicks CTR Convs Conv Rate dresses 2370000 50000 2.11% 1330 2.66% dress 2600000 43000 1.65% 1230 2.86% cheap dress 470000 30000 6.38% 560 1.87% red dress 1100000 20000 1.82% 80 0.40% red maxi dress 260000 18000 6.92% 200 1.11% black minidress 400000 7000 1.75% 120 1.71% designer dresses 120000 6000 5.00% 120 2.00% silk dresses 280000 3000 1.07% 70 2.33% size 10 dresses 30000 2000 6.67% 5 0.25% new look dresses 22000 1500 6.82% 20 1.33% prom dress 110000 1200 1.09% 20 1.67% debenhams
  48. 48. The Problem• Hundreds of different search terms triggering this keyword• Loads of these search terms are actually keywords in the account anyway
  49. 49. The Problem• How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
  50. 50. The Solution Well thought-out ad group negatives
  51. 51. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
  52. 52. Negatives• Think about the priority of negatives when setting up• Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
  53. 53. Priorities• We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
  54. 54. Priorities Brand > Style > Colour > Quality > Head Terms• Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
  55. 55. Priorities Brand > Style > Colour > Quality > Head Terms• So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place• Maxi is negated in everything below style so it has to go to the style ad groups
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