Best Practices in an Enhanced Campaign World

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PPC Masters, Hamburg 2014 - Ann Stanley presents Best Practices in an Enhanced Campaign World.

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  • The communication extension is an example of an AdWords beta feature, which is not universally available.
    When activated you get details of the email addresses of all the users that add their email details into the extension.
  • Best Practices in an Enhanced Campaign World

    1. 1. @AnnStanley How to Design, Segment & Optimise an AdWords Enhanced Campaign PPC Best Practices in an Enhanced Campaign World By Ann Stanley Managing Director of Anicca Digital
    2. 2. @AnnStanley
    3. 3. @AnnStanley Enhanced campaigns – simpler set-up? Courtesy of Jon Myers - Marin Software
    4. 4. @AnnStanley Main areas that have changed 1) Settings – use of bid modifiers • Location -90% to +900% • Ad Schedule -90% to +900% • Devices - combined campaigns for all devices, with mobile bid modifier of -100% to +300% (at campaign or ad group level) 2) Ad Extensions – more options • Sitelinks • Call extensions and call forwarding • Replacement of product extensions with PLA (Product Listing ads) and now Shopping ads
    5. 5. @AnnStanley GEO-TARGETING & LOCATION
    6. 6. @AnnStanley Geo-targeting vs. location bidding Geo-targeted campaigns with separate landing pages Account Car dealer City 1 City 2 City x 50 Country campaigns for each mantacturer with location bid modifiers Account Car parts ecommerce Audi BMW Make x 50 Location bid modifiers Location bid modifiers Location bid modifiers Note: Recent change to default location settings to include all searches about service/product, irrespective of where they are located!
    7. 7. @AnnStanley When to use Location bid modifiers Location specific campaigns Location bid modifiers within one campaign Example businesses Dealer network Local stores Franchisees Ecommerce National HQ Campaign set-up Each campaign geo-targeted Use of location based phrases One campaign targeted to the UK Landing page(s) Separate landing page for each location/service combination Separate landing page for each product or service Bidding Keyphrases bids within each campaign Keyphrases bids within each campaign Use of location bid modifiers for best or worse performing locations in campaign
    8. 8. @AnnStanley SCHEDULE
    9. 9. @AnnStanley Ad Schedule – data and bid modifier in one screen
    10. 10. @AnnStanley Analytics – day parting in AdWords
    11. 11. @AnnStanley B2B – office supplies – Analytics data (day parting)
    12. 12. @AnnStanley Revenue by hour of day created using Pivot tables with Analytics data
    13. 13. @AnnStanley B2C – garden centre
    14. 14. @AnnStanley B2C - revenue by hour of day
    15. 15. @AnnStanley B2C – conversion rates by hour of day
    16. 16. @AnnStanley DEVICE
    17. 17. @AnnStanley Mobile bid modifiers • Mobile bid modifier of +300 to -100% at campaign and ad group level • Single keyword ad groups – SKAGS – can be used to try to achieve mobile bid modification at keyphrase level • However, desktops and tablets have same bid – despite differences in performance for many sites • -25% mobile bid modifier recommended as starting point to achieve similar position as desktops and tablets • Use -100% to turn mobile off • Some propose that Google’s autobidding will take into consideration the varying device performance at keyword level • Most agencies still unhappy with this change and want tablet bid modifier as well
    18. 18. @AnnStanley Use of mobile bid modifiers
    19. 19. @AnnStanley Stacking of bid modifiers Each modifier applied to modified bid not base bid 1. Original bid £1 2. Geographical bid for London +25% = £1.25 3. Schedule bid for Monday 7am - 6pm +10% = £1.37 4. Mobile bid -20% = £1.10
    20. 20. @AnnStanley SITELINKS
    21. 21. @AnnStanley Sitelinks Best practice • Create a pool of Sitelinks for each campaign within your account • Also include description – so if displayed it will take up more space • Choose ~6 for each campaign (and ad group level if required) – typically only 4 will be displayed and only in top 3 positions • Where possible include keyphrases in Sitelink • Limit the characters to get 4 in a row • Also set-up Sitelinks specifically for mobile • Sitelinks can be scheduled eg. for time-limited offers • Create additional landing pages (e.g. on a lead generation site) for the purpose of creating Sitelinks? Benefits • Data is now saved, so you can see effectiveness of each Sitelink • Ads with Sitelinks achieve higher CTR (positive effect on Quality Score) • Additional (new) impact on ad rank (double benefit) • Approximately 90% will click on the headline rather than the Sitelinks
    22. 22. @AnnStanley Creating new Sitelinks
    23. 23. @AnnStanley Ad group Sitelinks
    24. 24. @AnnStanley Adding descriptions
    25. 25. @AnnStanley For more on Sitelinks Refer to Sam Owen’s presentation on Advanced Tactics for AdWords Ad Extensions & Beyond
    26. 26. @AnnStanley CALL EXTENSIONS
    27. 27. @AnnStanley Call extensions
    28. 28. @AnnStanley Call extensions and forwarding • Best Practice – Use call extensions in conjunction with location extensions for geo-targeted campaigns or for mobile devices – Use Google call forwarding number – there is no additional charge for this (anymore) – Add a mobile opted version – Use scheduling to match your office opening hours – Create “call conversion” for calls over >60 seconds – Use in conjunction with site based call tracking technology
    29. 29. @AnnStanley Call extension set-up
    30. 30. @AnnStanley Segment by click type and use columns to see call data
    31. 31. @AnnStanley REVIEW EXTENSION AND SELLER RATINGS
    32. 32. @AnnStanley Review extensions and advertiser ratings
    33. 33. @AnnStanley Create review extension • Review in independent and trusted media source • In the last year • Can be difficult to get approved • Free if user clicks to the article
    34. 34. @AnnStanley Testing seller ratings versions
    35. 35. @AnnStanley Different types of reviews UK Germany Google’s own reviews • Google Certified Stops/Stores • Google Local (through Google+) 3rd party seller ratings Trust Pilot.co.uk Reviews.co.uk Reevoo Trusted Shops ShopAuskunft.de Trustpilot.de eKomi www.shopvote.de Product reviews Own product review Often Powered by Bizarre Voice www.bazaarvoice.com /de
    36. 36. @AnnStanley Consumer rating annotation - beta
    37. 37. @AnnStanley SHOPPING ADS
    38. 38. @AnnStanley New shopping campaigns • Click on +Campaign button to see if you have the option to create a Shopping campaign • Still requires a linked Google Merchant Centre account and uploaded/live product feed • Better targeting – using data directly from the feed – Ad groups replaced with Product groups – Hierarchy of targeting, e.g. brand then product type, then product ID – Use 5 custom label fields for further targeting e.g. price or margin – Can filter within campaign settings eg. on one brand (or other targeting) • More data than PLA’s – now see impression share, benchmark CTR and benchmark CPC, “See search terms” (data is in Dimensions tab) • More competition – – Demand for PLA’s has already increased resulting in higher CPC’s – New ads easier to set-up - so will more merchants will use them?
    39. 39. @AnnStanley Example product group hierarchy Brand (Campaign) Product Type Item ID Product Type Item ID
    40. 40. @AnnStanley Results of Shopping Ads and PLA’s Clicks CPC Converted Clicks Conversion rate Revenue ROAS Office supplies Total 53,234 58.1% £0.60 2176 56.4% 4.1% £187,439 49.8% 5.8 Shopping 14,948 28.1% £0.51 85.0% 704 32.4% 4.7% 115.2% £57,123 30.5% 7.5 129.3% PLA 15,982 30.0% £0.38 63.3% 523 24.0% 3.3% 80.0% £36,253 19.3% 6.0 103.4% Underwear 9,082 65.6% £0.23 226 70.4% 2.5% £11,727 67.7% 5.6 Shopping 3,985 43.9% £0.21 91.3% 106 46.9% 2.7% 106.8% £5,184 44.2% 6.2 110.7% PLA 1,974 21.7% £0.21 91.3% 53 23.5% 2.7% 107.6% £2,761 23.5% 6.8 121.4% Auto Battery Total 17,950 6.1% £0.13 309 7.4% 1.7% £19,005 7.3% 7.9 Shopping 108 0.6% £0.12 92.3% 3 1.0% 2.8% 161.6% £111 0.6% 8.9 112.7% PLA 983 5.5% £0.18 138.5% 20 6.5% 2.0% 118.0% £1,281 6.7% 7.3 92.4% Fashion Total 35,011 16.9% £0.15 532 29.1% 1.5% £17,481 31.5% 3.4 Shopping 5,908 16.9% £0.12 80.0% 155 29.1% 2.6% 172.4% £5,509 31.5% 8.0 235.3% Findings: • Shopping and PLA’s generate >50% of traffic, conversions and revenue in two of these examples • CPC normally lower than account average • Conversion rate and ROAS normally higher
    41. 41. @AnnStanley What’s new in shopping • Upgrade centre/help • Bid simulator • API – so reporting and bid management tools should now be upgraded • Local shopping results for store owners (currently in beta and free in the UK!) • Merchant Promotions - promotional attributes in feed – for displaying offers (beta test in USA) • Reviews in Shopping ads – test spotted early May • Alternative ads – due to Anti-trust rulings
    42. 42. @AnnStanley Upgrade centre
    43. 43. @AnnStanley Shopping ads – local stores with stock Set-up
    44. 44. @AnnStanley Ads offers and trust signals
    45. 45. @AnnStanley Spotted by CPC Strategy 9th May
    46. 46. @AnnStanley European anti-trust ruling against Google - “alternative ads” to include comparison shopping engine results (CSE)
    47. 47. @AnnStanley OTHER INNOVATIONS AND BETA TESTS
    48. 48. @AnnStanley Communication extension – beta test
    49. 49. @AnnStanley Comparison ads - beta
    50. 50. @AnnStanley Image extension – beta test
    51. 51. @AnnStanley Video extension • Google media ads have been retired • New video ads - Coming soon! • Video will be on Youtube • Extended to other keyphrases (not just brand)
    52. 52. @AnnStanley Gmail sponsored promotions (GSP)
    53. 53. @AnnStanley Dropdown navigation extension
    54. 54. @AnnStanley Previous visit annotation
    55. 55. @AnnStanley Summary • With the exception of the issues with controlling mobile devices – most features of enhanced campaigns have been positive • Look west to see what extensions and other betas are being tested in the USA. The UK tends to get features next and then Europe
    56. 56. @AnnStanley Thank you ann@anicca.co.uk 07930 384443

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