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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...
Peter Whitmarsh - Maximising ROI For High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
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Peter Whitmarsh - Maximising ROI For High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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Transcript of "Peter Whitmarsh - Maximising ROI For High-Turnover Ecommerce PPC Campaigns - ionSearch 2012"

  1. 1. ionSearch 2012Peter WhitmarshSearch Laboratory
  2. 2. Newer Google FeaturesPresented By: Pete Whitmarsh
  3. 3. Dynamic Remarketing• Allows for dynamic insertion of products into remarketing banners• Based on users’ interaction with your website
  4. 4. Product Listing Ads
  5. 5. Interest Category Marketing• Great if you have a specific interest to target £££
  6. 6. Similar Users
  7. 7. PPC Structure for RetailUsing Ad Group Negatives toControl TrafficPresented By: Pete Whitmarsh
  8. 8. 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
  9. 9. The Problem• Hundreds of different search terms triggering this keyword• Loads of these search terms are actually keywords in the account anyway
  10. 10. The Problem• How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
  11. 11. The Solution Well thought-out ad group negatives
  12. 12. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
  13. 13. 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
  14. 14. Priorities• We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
  15. 15. 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
  16. 16. 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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