The Performance Search Boot Camp - Pete Newman. Found
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The Performance Search Boot Camp - Pete Newman. Found

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  • SitelinksBrand TermsPoor Ad TextBing
  • SEARCH OTHER EXAMPLES
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • Cross channel forecaster
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!! Changed JB
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • We all know that car insurance is one of the most expensive keywords on Google Adwords– linkSo why would advertisers not opt out of THIS…?Google keyword planner shows avg. CPC of £7 and 260 monthly searchesAssume 5% CTR
  • Even more expensive – hit them even harder – bam!Assume 5% CTR
  • Need stronger info hereMake up stat – increased net profitability by X% - new client expanded out negatives. See if we can get exact case study Changed JB (needs tidying up)
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • Especially given that they’re not appearing on comparison engines – you think they’d appear on search!
  • UK data is hitwise. US data is ComScore
  • FACTS!! Changed JB (needs tidying up)
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • UPDATED JB (needs cleaning up)
  • Only picking up 65% on their brand term – eDreams getting a remarkable 16.11%!!
  • From econsultancy
  • Google mobile ad revenue2010: $1bn2011: $2.5bn
  • Google mobile ad revenue2010: $1bn2011: $2.5bn
  • Out of 25 attending merchantsLooooads of you not mobile optimised, or even responsiveYou seem pretty good on desktop PPC, but a few not good enoughInterestingly we have 32% of you advertising on mobile without a mobile optimised site!Brand when needed and sitelinksetc
  • Cross-section of 25 merchants from attendee list
  • A lot of merchants generally appearing on brand terms, but a large amount where brand terms aren’t 100% up to scratch. Mostly aggregators and competitors pushing above your own brand, with lots of leakage.Quite good with sitelinks, but under a half of the merchants polled did not have good enough negative keywords. These were based around fairly high volume terms that should be excluded.
  • 95% of performance marketing is in nailing the essentials.Don’t just jump to the “next big thing”, to the detriment of your core campaign.
  • Need stats to show the core aggregators and how they have taken more and more market share
  • Need stats to show the core aggregators and how they have taken more and more market share
  • Need stats to show the core aggregators and how they have taken more and more market share
  • Remember this is about brand. On generic terms, of course you want to be on these sites (well, potentially). This is about your brand and your visitors.
  • Remember this is about brand. On generic terms, of course you want to be on these sites (well, potentially). This is about your brand and your visitors.
  • Then show the same but with a merchant appearing on their brand and still getting low CTR.
  • Need stats to show the core aggregators and how they have taken more and more market share
  • Screenshots of Found tool
  • Stats need updating
  • Need updating. Must be punchy
  • Need stats to show the core aggregators and how they have taken more and more market share
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • Mention how bid optimisation actually works – breakdown in spreadsheet or somethingRelate to merchants without mobile optimised AND ppc, if they havent got enhanced nailed, theyre going on mobile
  • This is the cool stuff / the new stuff
  • Facebook Exchange ads allow businesses to retarget visitors to their websites when they next visit Facebook. For example, someone who checks out a a pair of shoes on a clothing site but doesn’t end up buying could see ads encouraging them to buy those same shoes next time they’re on Facebook. Retargeting lets businesses reach potential customers who’ve shown purchase intent and have a much higher likelihood of conversion. This means advertisers may be willing to pay much higher prices than for standard ads.
  • Facebook Exchange ads allow businesses to retarget visitors to their websites when they next visit Facebook. For example, someone who checks out a a pair of shoes on a clothing site but doesn’t end up buying could see ads encouraging them to buy those same shoes next time they’re on Facebook. Retargeting lets businesses reach potential customers who’ve shown purchase intent and have a much higher likelihood of conversion. This means advertisers may be willing to pay much higher prices than for standard ads.
  • inSlate (pre- 10 minute long, or more, videos).inSearch (static ads that appear above or to the right of regular results on the search results pages).inStream (tv format-like adverts).inDisplay (ads within the Google Display Network or alongside related YouTube videos).Mobile Roadblocks (100% share of voice on all home, browse and search pages on m.youtube.com).
  • inSlate (pre- 10 minute long, or more, videos).inSearch (static ads that appear above or to the right of regular results on the search results pages).inStream (tv format-like adverts).inDisplay (ads within the Google Display Network or alongside related YouTube videos).Mobile Roadblocks (100% share of voice on all home, browse and search pages on m.youtube.com).
  • 95% of performance marketing is in nailing the essentials.Don’t just jump to the “next big thing”, to the detriment of your core campaign.

The Performance Search Boot Camp - Pete Newman. Found The Performance Search Boot Camp - Pete Newman. Found Presentation Transcript

  • PERFORMANCE SEARCH Sergeant Major Newman Tank Commander Brady
  • Our Mission Today CPL, CPD, get on the floor: 1, 2, 3! CPC, CPA, time to get you fit today!
  • Rules of engagement: 1. Limbering up time 2. Assessing your core fitness 3. High impact training 4. Strength & stamina 5. Warm-down
  • LIMBERING UP
  • Hilton hasn‟t heard the gossip… 20 SIT UPS, AT THE DOUBLE!
  • GAP doesn‟t tailor some ads to search queries… I WANT TO SEE YOU SWEAT!
  • Ernest Jones needs to focus on cost savings… But don‟t target keywords correctly… YOU CAN’T HANDLE THE TRUTH!
  • Grossly unfit Breaking a sweat Marathon runner Usain Bolt Assessing Your Core Fitness
  • 90% of merchants have PPC brand competitors Are you appearing on key brand terms?
  • Are you appearing on your brand terms?
  • „Easyjet flights‟ 110,000 searches per month 35% of traffic lost 38,500 potential clicks AOV: £500 CR: 4% Sales: 1,540 Rev: £770,000 Are you appearing on your brand terms?
  • Are you appearing on your brand terms?
  • Are you appearing on your brand terms? Grossly unfit Breaking a sweat Marathon runner Usain Bolt  Test incrementality of PPC + SEO  Remember brand coverage can:  Give you greater dominance of inventory space  Help to facilitate quality score across your account  Enable (instant) controlled messaging & offers  Help to push the competition out of easy-win territory
  • Negative matching showed a 350% ROI increase for clients like Canterbury.com Are you using this technique effectively?
  • Are you negative matching effectively? £1,820 potential wasted money
  • Are you negative matching effectively? £12,160 wasted money
  • Are you negative matching effectively?  Cut down on wasted ad spend  Improve targeting, thus quality score  Boost your ROI  Identify new opportunities Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • Bing drives 10% additional traffic… …at twice the conversion rate of Google. Are you appearing there?
  • Are you appearing on Bing? 2,615 impression reach
  • Are you appearing on Bing? 89.3% 4.7% 3.3% 2.7% UK Market Share 73.8% 16.0% 15.2% 1.9% US Market Share Google Bing Yahoo Other Google’s share is less than 85% in Europe Source: ComScore, 2013Source: Experian, 2013
  • Are you appearing on Bing?  There‟s a potential 10% extra traffic  Some of our clients have seen up to 100% conversion increase  The porting process from Google is simple  Coverage across Bing and Yahoo on one platform Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • Found sitelinks increase CTR by up to 40% So why doesn‟t everyone use them?!
  • Are you using Sitelinks?
  • Are you using Sitelinks? Grossly unfit Breaking a sweat Marathon runner Usain Bolt  Take up even more valuable search real estate (for negligible cost)  Push competition even further down the page  Direct users to multiple landing pages – deep-linking  Even greater control over messaging  Great for quick messaging, e.g. 1 day sales
  • It‟s been the “decade” of the mobile! So why do 44% of the merchants at this event, doing mobile PPC, have un-optimised sites…?
  • Mobile is growing… And growing… Source: eConsultancy 2013
  • 27 x5Mobile search queries increase in 2 years (Google, 2012) 95% Smartphone use results in action e.g. purchase, call etc. (Google, 2012) 40% Mobile users turned to competitor after bad experience (Gomez) 67% Smartphone owners more likely to buy from an optimised site (Google, 2012) Mobile is growing…
  • 28 Mobile is growing… 60% of the real estate is taken up by paid advertising
  • Are you mobile-optimised?  A growing customer-base of engaged mobile searchers  Conversion can be better than desktop (thanks e.g. to call extensions)  Localised targeting  Lower CPC‟s (currently)  Less competition
  • So, how fit are we all? Yes, 48 % No, 52 % Mobile Optimised Yes, 64 % No, 28 % Poor, 8 % Mobile PPC Yes, 60 % No, 28 % Poor, 1 2% Bing PPC Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • So, how fit are we all? Yes, 76 % No, 24 % Poor, 0 % Brand Presence (where needed) Yes, 81 % No, 14 % Poor, 5 % Sitelinks Yes, 48 % No, 33 % Poor, 1 9% Basic Negatives Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • Rules of engagement: 1. Get the basics right 2. Question whether you should be appearing on your brand terms 3. Expand your negatives list 4. Ensure you utilise sitelinks 5. Get mobile
  • HIGH IMPACT
  • Aggregator sites are dominating PPC But do they build and protect your brand?
  • The rise of the Aggregator Sites: Own your Brand Booking.com dominates the European online travel market with 55% market share and over 226,000 hotels within its listings. (source HotelNewsNow.com)
  • The rise of the Aggregator Sites: Own your Brand
  • The rise of the Aggregator Sites: Own your Brand Would you prefer this?
  • The rise of the Aggregator Sites: Own your Brand Or this?
  • The rise of the Aggregator Sites: Own your Brand  Take back your brand – we call it ‘brand protection’  Own YOUR customers  Prevent potential leakage  Use aggregators for generics, but heavily question their value on brand  Pay less commission by filling the void yourself or with a partner Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • Product Listing Ads are now all paid for But many advertisers are struggling…
  • Merchant products used to appear in natural search results Google Shopping – PLA‟s
  • Google Shopping – PLA‟s Now merchants have to pay to appear
  • CTR for PLAs was 73% higher than standard text ads PLA moved from a 1.5% market share in Q2 to 5.6% in Q3 And the space is going to become more and more competitive & valuable Click share also increased from 1.2% to 7.9% Conversion rate was 35% higher Average CPC was 36% lower resulting in an ROI improvement of 46% Landscape on a study of 270m global impressions & clicks (Kenshoo, 2012) Google Shopping – PLA‟s
  • Well-managed PLA PPC will lead to greater results & ad rank Google Shopping – PLA‟s
  • Google Shopping – PLA‟s
  •  You now have to pay for a service that was once free  Compared to traditional search, industry averages suggest:  Higher CTR‟s  Higher Conversion Rates  Higher ROI  It‟s important to start accessing the benefits of PLA‟s before the space gets saturated Google Shopping – PLA‟s Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • Enhanced campaigns… Dun dun DUUUUN! …
  • Enhanced Campaigns: what are they?  Big update to Google AdWords core functionality  Mandatory update by end of July 2013  Desktop & tablet devices are grouped together  Bids are now set with “% change modifiers”
  • What do our friends at Google say?? Day Parting • With more advanced ad scheduling you can better optimise your campaigns to the various hours of the day. 0 1000 2000 3000 4000 5000 6000 7000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
  • Location Targeting • With proximity bidding you can bid more for customers closer to you. What do our friends at Google say??
  • Advanced Extensions • Ad Group Sitelinks • Extension Scheduling • Call & App Downloads What do our friends at Google say??
  • But…
  • • Rising CPC’s • Mobile Bidding Issues • Inability to optimise to best practice performance PPC But…
  • Enhanced Campaigns are here - be prepared!  Improved targeting with ad scheduling & proximity bidding  New features: ad group sitelinks & click to download  But… beware of rising costs from CPC increases and bid adjustment multipliers  And… we think Google may reverse this in the future… Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • STRENGTH & STAMINA
  • Getting more out of Performance Search  Facebook Exchange Retargeted Ads deliver massive return on investment: up to 16x (Techcrunch)  Excellent opportunities for lead generation  Great support for offer endorsement & shareability  Ability to directly target your database
  • Getting more out of Performance Search  Cheaper CPC’s  Localised targeting  Great mobile compatibility  Complements the performance model  Ability to target by:  demographic  interests  Who the user is following
  • Getting more out of Performance Search  inSlate (pre-10 minute+ videos)  inSearch (static ads)  inStream (TV format-like adverts)  inDisplay (GDN)  Mobile Roadblocks (100% share of voice on m.youtube.com)
  • But have we reached our goal?! Grossly unfit Breaking a sweat Marathon runner Usain Bolt
  • WARM DOWN
  • ATTEN-TION! 1. Don’t make silly mistakes 2. Take advantage of new developments, but… 3. Not at the expense of your core campaign 4. Always keep performance & ROI front of mind!
  • GOOD JOB, SOLDIER! NOW HIT THE SHOWERS!
  • PERFORMANCE SEARCH Brought to you by: Pete Newman Jamie Brady bootcamp@found.co.uk 0207 653 6709 @found_online F: foundonline www.found.co.uk