Enhanced Campaign Case Studies Advice - Brad Geddes

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This presentation is from our 3rd quarterly marquee event on August 28th, 2013 presented by Brad Geddes. Google launched one of the largest changes to AdWords this year with the introduction of ...

This presentation is from our 3rd quarterly marquee event on August 28th, 2013 presented by Brad Geddes. Google launched one of the largest changes to AdWords this year with the introduction of Enhanced Campaigns. While the data is still young, Brad has conducted several case studies and examined how that data flows into organizational techniques to use with enhanced campaigns. In this presentation, we'll examine several case studies and look at ways to take advantage of the data.

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Enhanced Campaign Case Studies Advice - Brad Geddes Enhanced Campaign Case Studies Advice - Brad Geddes Presentation Transcript

  • Copyright Certified Knowledge@bgTheory Enhanced Campaign Case Studies & Advice Brad Geddes Founder, Certified Knowledge Author, Advanced Google AdWords @bgTheory 1
  • Copyright Certified Knowledge@bgTheory GEOGRAPHIC BID CASE STUDY
  • Copyright Certified Knowledge@bgTheory Geographic Ads Not Included in Study 3
  • Copyright Certified Knowledge@bgTheory Geographic Study • 4 Accounts • Spending Roughly $10 Million Month Combined • 2 Accounts were ecommerce • 2 Accounts were lead generation The Question: • Should you combine geographic campaigns together and use bid modifiers? 4
  • Copyright Certified Knowledge@bgTheory Different CPAs by Region 5
  • Copyright Certified Knowledge@bgTheory Legacy Campaign Structure Account High Performing: 19 Clicks / Conversion $65 CPA Mid Performing: 37 Clicks / Conversion $68 CPA Low Performing: 53 Clicks / Conversion $74 CPA 6
  • Copyright Certified Knowledge@bgTheory Bid Modifiers are Great with CPC Bidding Account Single Campaign: Bid Adjustments Results: Lead gen: -7.9% Reduction in CPAs Ecommerce: -7.1% Reduction in CPAs 7
  • Copyright Certified Knowledge@bgTheory Don’t Combine CPA Bid Campaigns Account Single Campaign: CPA Bidding Results: Lead gen: 13.9% Increase in CPAs Ecommerce: 11.4% Increase in CPAs 8
  • Copyright Certified Knowledge@bgTheory GEOGRAPHIC REACH CASE STUDY
  • Copyright Certified Knowledge@bgTheory Geographic Reach Case Study • Each Campaign was a different theatre location • 29 locations • Pre-enhanced campaigns: – 90% of the conversions came from a 10 mile radius for all theatres – CPA target was static, but CPAs raised the further someone was from the theatre • Note: budget could not be changed due to company constraints The Question: • Will using bid adjustments on a radius target allow for more conversions from further away and more total conversions? 10
  • Copyright Certified Knowledge@bgTheory Starting Bid Adjustments By Radius 30-50 miles: -40% of bid 20-30 miles: -25% of bid 10-20 miles: -15% of bid Home 10 Mile: 100% of bid 11
  • Copyright Certified Knowledge@bgTheory Results • Target CPA stayed the same in the home region • After some tweaking, could bring in more customers at target CPA from further away • Could not lower CPA and still spend budget regardless of the tweaking done to the bid modifiers. – Result: total conversions stayed the same – Lesson: when expanding geography, you need more budget to make your experiments worthwhile in the long run 12
  • Copyright Certified Knowledge@bgTheory MOBILE ONLY CASE STUDY
  • Copyright Certified Knowledge@bgTheory These Types of Accounts are Enhanced Campaign Losers & There is No Fix 14
  • Copyright Certified Knowledge@bgTheory The Study • Accounts were only on mobile devices • 13 accounts • Spending Roughly $4 Million Month Combined The Question: • With max bid mobile bid modifiers and only mobile preferred ads, how would enhanced campaigns affect the CPAs? 15
  • Copyright Certified Knowledge@bgTheory The Process 16
  • Copyright Certified Knowledge@bgTheory The Results: Ad Serving 17
  • Copyright Certified Knowledge@bgTheory The Results: CPA Increases 18
  • Copyright Certified Knowledge@bgTheory MOBILE AD GROUP ORGANIZATION
  • Copyright Certified Knowledge@bgTheory Mobile Bidding: Ad Group AdjustmentsAccount No Mobile: Bid Adjustment: -100% Mobile Better (keywords don’t want on desktop): Bid Adjustment: 300% Same by Device: Bid Adjustment: 0% OR Overall difference for most keywords the same: Bid adjustment based upon delta Ad group 1: -10% Ad Group 2: +22% Ad Group 3: +19 20
  • Copyright Certified Knowledge@bgTheory Breaking Down Ad Groups by Modifiers 21
  • Copyright Certified Knowledge@bgTheory Do you have ad serving issues? 22
  • Copyright Certified Knowledge@bgTheory Solution: Shape Queries with Negatives Campaign Hosting -cheap -VPS -website Website Hosting -cheap -VPS Cheap Hosting -VPS VPS Hosting -cheap Cheap VPS Hosting 23
  • Copyright Certified Knowledge@bgTheory AD GROUP SITELINKS
  • Copyright Certified Knowledge@bgTheory Ad Group Sitelink Study • 9 Ecommerce Accounts • Combined spend of $1 million /month The Sitelinks: • For low value items, the sitelinks were focused on cross sales – similar item value • For high value items, the sitelinks were focused on upsells – upsell 50% or less of item value • For ambiguous searches, the sitelinks were focused on the specific items to narrow down the user interest – Query: “Women‘s dresses” Sitelinks: Evening dresses, cocktail dresses, etc The Question: • Would custom ad group sitelinks lead to higher profits? 25
  • Copyright Certified Knowledge@bgTheory Cross Sales for Low Value Ad Groups 26
  • Copyright Certified Knowledge@bgTheory Upsells for High Value Ad Groups 27
  • Copyright Certified Knowledge@bgTheory Specific Links for Ambiguous Queries 28
  • Copyright Certified Knowledge@bgTheory How to Start with Ad Group Sitelinks 29
  • Copyright Certified Knowledge@bgTheory Manage/Create Sitelinks in the Editor 30
  • Copyright Certified Knowledge@bgTheory PROPER TIME OF DAY ANALYSIS
  • Copyright Certified Knowledge@bgTheory Dimension Tab Doesn’t Show Time of Day by Day of the Week 32
  • Copyright Certified Knowledge@bgTheory One Company’s Conversion Rates 33
  • Copyright Certified Knowledge@bgTheory GA Custom Reports Copy it Here: http://goo.gl/k0E5Di 34
  • Copyright Certified Knowledge@bgTheory QUALITY SCORE PROBLEMS
  • Copyright Certified Knowledge@bgTheory Quality Scores Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced 1 9 5 6 2 10 6 6 3 6 10 6 4 6 7 4 5 4 9 7 Note: ‘6’ Is the new ‘7 (Good non-branded QS)’ 36
  • Copyright Certified Knowledge@bgTheory The New Analysis: CTR by Device 37
  • Copyright Certified Knowledge@bgTheory Use Mobile Preferred Ads 38
  • Copyright Certified Knowledge@bgTheory Examine Bounce Rates by Device For Landing Page Issues 39
  • Copyright Certified Knowledge@bgTheory Post ‘Optimization’ Keyword Enhanced: Original Enhanced: Optimized 1 6 6 2 6 7 3 6 9 4 4 6 5 6 7 40
  • Copyright Certified Knowledge@bgTheory ENHANCED CAMPAIGN AD TESTING
  • Copyright Certified Knowledge@bgTheory Which Ad Is Best? Answer: Technically 1, but you don’t have enough data! 42
  • Copyright Certified Knowledge@bgTheory Real Answer: It depends by Device The Real Answer: • Ad 1 is Best for Mobile • Ad 2 Is Best for Desktops 43
  • Copyright Certified Knowledge@bgTheory Make Sure You Use Mobile Preferred 44
  • Copyright Certified Knowledge@bgTheory Do You Have Mobile Preferred Ads? 45
  • Copyright Certified Knowledge@bgTheory The ‘Cheater’ Method • Create multiple ads per ad group • Analyze the data by device • Make the mobile winner mobile preferred • Leave the desktop winner as is Note: 1-5% of our mobile clicks come from the non-mobile preferred ads. 46
  • Copyright Certified Knowledge@bgTheory Learn More About AdWords PPC training, tools, and community CertifiedKnowledge.org @bgTheory 47