Whats new in Paid Search Advertising - May 2013


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An overview of new AdWords techniques presented to the eBusiness Club in Leicester in May 2013. This includes, ad extensions, new enhanced ads, product listing ads, Remarketing, Analytics and AdWords integration to name just a few

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  • This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).
  • Whats new in Paid Search Advertising - May 2013

    1. 1. ˃Growth in Digital and Search Marketing˃Google results – what the searcher sees?˃Recap of AdWords dashboard˃Ad Extensions˃Location and call extensions˃New enhanced ads˃Remarketing and other ad formats˃Shopping results and Product Listing Ads˃Tracking and reporting˃Optimising and management˃What‟s new elsewhere?
    2. 2. IAB/PwC - Total Market Size First Half 2012 (Oct 2012)˃ Digital Adspend in H1 2012 reached £2,591 million (£2.6 billion); this is a record˃ Spending on digital advertising grew by 12.6% year on year.AA/Warc Expenditure Report (Jan 2013)˃ The size of the annual UK online advertising market is expected to reach £5.3bn(year ending 2012), more than 31% of all UK advertising˃ Q3 growth still at 10% (year on year)
    3. 3. The online industry has experienced strong growth across all advertising categories.Search:˃ Paid-for listings maintained its position as the largest single category with a 59%share of the market. £1,527 million was spent on search in the first half of 2012.Display:˃ Display advertising accounted for 23% of digital advertising in H1 2012, with £591million spent across all display formats from Jan – June 2012.Classifieds:˃ Accounting for 17% of the market, classifieds continue to make up an important partof the share at £427 million for the first half of 2012.Other:˃ Lead Generation, Search Affiliate, Solus E-mail, mobile SMS / MMS and AudioAdvertising accounted for £45m with a 2% share of the market.Source: IAB/PcW
    4. 4. £1,527 million was spent on search in the first half of 2012. Source: IAB/PcWAdvertising spend by categorySearchDisplayClassifiedOthers
    5. 5. Pay perclick adsPay perclick adsOrganic ornaturalsearch resultsProductListing adsLocalbusinesslistings
    6. 6. MenusNavigationpanelAccount IDSelect dateTabsGraph &displayoptionsResults& dataAlertsAdvancedfeatures
    7. 7. ˃Makes your ad stand out˃More information for user˃Users more likely to clickon your ad (probably theheadline)˃Achieve higher clickthrough rate (CTR) andQuality Score˃Appears <10% of the time˃Some only appear in top 3positions e.g. Sitelinks˃Can cause bid inflationPros Cons
    8. 8. Currently at campaign level –will be available at ad group level for enhanced campaigns
    9. 9. ˃Most advertisers do not have access to this extension,because it is still in beta
    10. 10. New enhanced ads have Google call forwarding (for free) andadditional features
    11. 11. ˃ Designed by Google to help better manage campaigns and budgets for amulti-device world. Note: Universal Analytics will be able to track acrossthese devices˃ Allow you to manage bids across devices, locations, and time of day - allfrom a single campaign˃ Count Phone calls and App downloads as conversions in AdWords˃ Google will automatically be upgrading all AdWords campaigns to enhancedcampaigns starting on July 22, 2013.˃ There is now an upgrade centre to make upgrading to enhancedcampaigns easier http://adwords.blogspot.co.uk/2013/04/upgrade-to-enhanced-campaigns-more.html
    12. 12. Legacy EnhancedDevices Separate campaigns foreach device - with separatebudgets, bids, ads, URLs andkeyphrasesCombined campaign – use bid modifiers toturn mobile bids up or down (-100 % to +300%)You can‟t have a separate mobile campaignand there is no control over desktops andTablets (combined campaign only).Difficult to manage bids at keyphrase levelfor each device, as mobile modifier is at adgroup level - so Bid inflation expected!You can use campaign optimiser as bids willbe automatically adjusted for mobile, but it‟seither on or off!Geo-targeting Separate campaigns foreach target areaYou can still can have separate campaigns foreach location, but It is easy to use bid modifierfor each location, eg for towns within anational campaignScheduling Turn campaign on and off (15mins) with bid modifiersCombines results with time and bidadjustmentKeywordDestinationURL andtrackingDestination URL could betargeted at keyword levelDestination URL can now only be targeted atad group level – is this a problem for 3rd partysoftware that used URL tracking at keyword
    13. 13. Legacy EnhancedSitelinks Simple to set-up at campaign levelData lost when links changedAdditional control – e.g. ad groupsand mobilesAdditional and saved reports (dataretained)Offer adextensionNot available Create offer extension for use instoreCall extension Free call extension (Click to call -Mobile only)Google Call forwarding $1 indesktops/tabletsClick to call data was shown insegmentGoogle forwarding numbers arenow free on all devicesYou control when a call is a classedas a conversionBetter reporting - Call conversion isnow an extra columnSocialextensionsSocial extension were set-upmanually, for each campaign.Campaigns will include socialextensions automaticallyApp extension Basic targeting – contextual,managed placements, by operatingsystem.Advanced targeting of users; basedon people‟s context like location, timeof day and specific device.
    14. 14. • Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that occurred onany part of your ad, every time an individual Sitelink appeared. Breakdown the statistics by campaign, ad group or ad.• Data retention: Edit your Sitelink extension without resetting itsperformance statistics.• Customised Sitelinks for mobile• Scheduling with start and end dates• Matt Van Wagner reported improved results with ad group Sitelinks
    15. 15. ˃Simpler to set-up but:˃Can‟t have separate campaigns for each device - whatabout mobile only campaigns for mobile sites?˃Bid modifier only for mobiles (-100 to +300%)˃Lack of control e.g. tablet specific campaigns, bidmodification at ad group not keyword level˃Expected to lead to bid inflation, as everyone is forced touse mobile˃You can have preferred ad for mobile, but you have tomanually select ad in each ad group
    16. 16. ˃ Some features really liked – eg. Sitelinks (ad group level andretention of data), bid modification for geo-targeting˃ Everyone is unhappy with the loss of control over devices˃ Optimisation is confusing at the keyphrase level when eachdevice performs differently˃ You can choose to use conversion optimiser bidding strategy, asthis adjust the bid by device and overcomes some of theseissues˃ Recommend -25% on your mobile modifier for now, this maychange when everyone is forced to switch˃ Many advise sticking it out until Google has made all the changes– however if you have campaigns with all devices you are best totransfer now (due to learning curve)˃ Will Google relent and give us on bid modifiers for Tablets anddesktops? They did U-turn on ad rotation!
    17. 17. ˃Uses code added on all the pages of your site (eitherAdWords or Analytics code)˃Set-up in AdWords – create a Display campaign set-up forRemarketing˃Create target audience according to the pages they visited– if they match the criteria a cookie is added to theirmachine (can come from any or a specific source (segment)– not just PPC traffic)˃Create ad groups with different ads (image and text)˃When a user visits another site in the Google DisplayNetwork (GDN) they are shown the remarketing ad˃Cost per click is high as advertisers “compete for the users”
    18. 18. Client 1 Client 2 Client 3 Client 4CampaignConv. (1-per-click)View-throughConv.Conv.rate (1-per-click)Conv. (1-per-click)View-throughConv.Conv.rate (1-per-click)Conv.(1-per-click)View-throughConv.Conv.rate (1-per-click)Conv. (1-per-click)View-throughConv.Conv.rate (1-per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26%˃ Remarketing in Google is on a CPC basis but its success has pushed theprices up (one account has increased from 78p to £1.38 in a year)˃ Retargeting is also available outside of Google via ad-serving networks orDemand Side Platforms (DSP) – mainly sold on a CPM basis˃ Facebook have launched Facebook Exchange in the UK (via a limitednumber of distributors) - offering Retargeting and Behavioural targeting ona CPM basis
    19. 19. Keywords =LuggageOrganic shoppingresults(Merchant Centre)AdWordsProducts adextensionProduct ListingadsMap andLocal listings
    20. 20. 1. Live Merchant Centre Account with active product feed orupload from your product/website database – manual CSV goodfor small number of products2. Add your AdWords ID into Merchant Centre3. Within AdWords link each campaign to Merchant Centre usingProduct extensions section of Ad Extensions tab4. Create a campaign just for PLA5. Create ad groups for each product category or brand6. Create the ad by selecting the ad type “product listing ad” (butyou do not need to add any keyphrases)7. For each ad group create a target or filter in the Autotargettab, this must relate to the content of your original database orCSV file uploaded to Merchant Centre (press “Verify” to check)8. Product Listing Ads are now available for mobile
    21. 21. ˃ Use one campaign and many ad groups – each ad group targetedto one product or brand˃ Use “All products” targeting in one ad group to catch the rest but bidlower˃ PLA are useful for doing research prior to setting up searchcampaigns˃ Use See search terms to check what you are found for – addnegative keywords or check the quality of the data in your feed˃ If you have a limited number of products you can manually create aCSV with the correct data˃ Use additional AdWords fields in your feed to exclude or targetspecific products˃ You may have to bid much higher in competitive sectors to getshown ie. when eBay/Amazon or other high street brands are bidding˃ Check your search ads CTR as they may be relegated to below theorganic results for position 4!˃ You can use tracking URLS to distinguish from text ads
    22. 22. ˃Can be used in addition to PLA ads e.g. when you do nothave a Merchant Centre account˃Create campaign and ad groups to target a specificcategory or section of your site˃Create dynamic ads on Ads tab˃Use Autotarget tab to target by Title tag, Category, URL orpage content
    23. 23. ˃ PPC conversion tracking code should be added to your „thank you‟ pageafter a successful lead or sale˃ Track both “1 conversion per click” and “Many conversions per click”˃ Link your AdWords and Analytics accounts;˃ Click and cost data is imported into Analytics˃ Analytics data is imported into AdWords (bounce rate, time on site, pages pervisit, % new visitors)˃ Use of imported Goals for other conversions e.g. Calls, Event tracking (e.g.downloads or video plays)˃ Use of multi-path attribution, plus first click, assisted and last click conversions˃ For ecommerce sites –˃ Automatically return buyers from the payment gateway to a „thank you‟ page onyour site˃ Use ecommerce tracking in Analytics˃ Use Dynamic PPC conversions code to bring sales value into AdWords˃ Use goals and sales funnels to see cart abandonment˃ Use of URL builder and UTM codes on destination URLs˃ For non-AdWords campaigns, eg LinkedIn, Facebook or email˃ For transferring source data to CRM systems e.g. on completion of a form.
    24. 24. The actual field used willdepend on your shoppingcart and the programused to write yourecommerce software e.g.php
    25. 25. Last click before aconversionAssisted click – in conversion path
    26. 26. ˃ Call tracking software is now available todetermine the keywords that triggered a phonecall from your website˃ Ideal for sites where conversions are also takenover the phone as well as online˃ Dynamic code is added to your website, whichgenerates unique phone numbers every visit˃ If the number is called it is redirected to yournormal phone number, with the option to recordthe call˃ The users‟ referral data is sent to the trackingsoftware and a virtual page is fired and trackedin Analytics˃ A Goal can be set-up in Analytics and importedback into AdWords to allow “Call Optimisation”
    27. 27. ˃ Campaign set-up – granular structure with thousands of target keyphrases.Use of campaign settings such as devices and geo-targeting to increaserelevancy and Quality Score˃ Quality Score – Google‟s measure of relevancy – it affects your position andhow much you pay (e.g. QS of 8/10 you pay half as compared with 4/10)˃ Click through rate – use ad extensions to make them more relevant and standout, pause phrases and ads with a CTR below 1%, otherwise this drags downyour QS˃ Position and bidding – you may have to bid lower (cost per click) and settle forposition 3-6 to avoid the bidding war of position 1-3, where the CPC will be toohigh!˃ Conversion rates – use of landing pages and ad testing to maximiseconversion rates˃ Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%.Your cost per sale (or lead) will be 100 x your cost per click – how much is asale worth to you?˃ Revenue and ROI – optimising for revenue and ROI is normally the primaryobjective of ecommerce websites (as compared to conversion rates and CPA)
    28. 28. ˃Broad match modifier has now been introduced. This worksin the same way as Google˃Sitelinks now available˃Updated reporting interface˃now less clicks required to create a report˃Enhanced keyword research tool – additional researchfilters now available when carrying out research .i.e.Devices, brand names, max number of suggested keywords
    29. 29. ˃Power Editor has been upgraded˃tidier with a more user friendly interface˃Conversion tracking now available through Facebook˃Mobile App install ads˃when users click on the ad on a mobile device, they will be directedto the App Store or Google Play to install the app.
    30. 30. ˃Lead collection˃Users who click on your LinkedIn ads will see a lead collection barabove your website that will prompt them to request contact.˃You will be notified by email when you receive a lead˃Video Campaigns - show a 30 second video in your adinstead of a standard image. When the ad is clicked, thevideo will expand to cover the entire ad unit. After watchingthe video, users will see a ‟Send me info‟ option, allowingyou to collect leads.
    31. 31. ˃ Google has more new features to help advertisers maximise their clicks andconversions˃ Ad extensions allow advertisers to augment their ads with extra information:˃ Making ads stand out - encouraging click throughs (CTR)˃ Some only displayed in top 3 positions and usually <10% of impressions˃ Local presence (Google+ page) and mobile ads are also important – but thenew enhanced campaigns have received a mixed response!˃ Remarketing (stalking) continues to be effective but bid inflation has now madetraditional contextual Display too expensive˃ Google Shopping will shortly be paid results only!˃ Product Listing ads (PLA) are the main method to display shopping results˃ PLA conversion rates are high but CPC is increasing (big brands dominate)˃ Dynamic search ads do not stand out as much, there is limited control and are lesseffective˃ Integration between AdWords and Analytics (and dynamic conversion tracking);now allow easier optimisation based on revenue and ROI˃ Other platforms are innovating but playing catch-up with AdWords functionality
    32. 32. Ann Stanley@annstanleyann@anicca.co.ukwww.anicca.co.uk
    33. 33. eBusiness Club Action Planning Workshops> Website development> Analytics and Conversion> Optimising an E-commerce business> Social media for business> Paid Online marketing> Mobile marketing and Apps> Business Communications and productivity> www.ebusinessclub.biz> Tel: 0845 603 8370