My presentation from the Winning PPC Tactics session at SES London 2013. Content covering Product Listings Ads, Dynamic Search Ads and Enhanced Campaigns.
4. London| 18–21 February 2013 | #SESLON
Now is the time to make sure you have PLA
campaigns!
Australia, Brazil, the Czech Republic,
France, Germany, Italy, Japan, the
Netherlands, Spain, Switzerland, the UK
and the US. @ariannedonoghue
5. London| 18–21 February 2013 | #SESLON
Benefits
• Currently our best performing generic campaign!
• Drives significant revenue
@ariannedonoghue
6. London| 18–21 February 2013 | #SESLON
Best Practice
• Most common errors:
@ariannedonoghue
8. London| 18–21 February 2013 | #SESLON
Work to improve your feed’s quality
• Look at optional attributes too:
@ariannedonoghue
9. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
10. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
11. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
12. London| 18–21 February 2013 | #SESLON
Adding product targets
• Select your ad group (do you need a separate ad message?)
• Choose by category/brand etc (can choose up to 3)
• Ensure product target is Validated before setting live
• Give specific product targets a higher bid than “All products”
@ariannedonoghue
13. London| 18–21 February 2013 | #SESLON
Improving traffic quality
• Run search query reports
• Add negatives for irrelevant or poorly-performing queries
@ariannedonoghue
14. London| 18–21 February 2013 | #SESLON
Promotional Text
• Your chance to share your USP!
• Search term “nikon d5100 body”
• Create new ad groups for different messages
• Be specific, NOT generic!
Free Delivery. Free Free Delivery
100% UK Shipping! On Orders
Stock. Over £150
@ariannedonoghue
15. London| 18–21 February 2013 | #SESLON
Product Listings Ads
Make sure your feed is high-quality & populate optional values
A quality feed can also be used for Product Extensions
Ensure you have an “All products” target
Add additional targets if you need to be more specific
Make your business stand out with Promotional Text
Create separate ad groups for unique messaging
Remember to add negatives from your query reports
@ariannedonoghue
18. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Google crawls your site
and fill in the gaps in
your keyword lists
@ariannedonoghue
19. London| 18–21 February 2013 | #SESLON
Will they work for you?
• If you stock different products/services
• Products/services that change frequently
• If you sell seasonal products
@ariannedonoghue
20. London| 18–21 February 2013 | #SESLON
Setting Up Dynamic Ad Targets
• Very similar to PLAs
• Separate ad groups
for unique ad text
• Segment targets by:
o Category
o URL
o Page Title
o Page Content
@ariannedonoghue
21. London| 18–21 February 2013 | #SESLON
Best Practice
Add high performing
terms as keywords in
your campaigns.
Add poorly performing
terms as negatives.
If DSAs are a growing
proportion of your
traffic you’re missing
out on an opportunity!
@ariannedonoghue
22. London| 18–21 February 2013 | #SESLON
Categories
Optimise by determining which categories are working well and
adding them as new targets.
If your list of categories looks strange, speak to your SEO.
@ariannedonoghue
23. London| 18–21 February 2013 | #SESLON
Excluding Targets
You can create ad targets for pages you wish to be excluded
from Dynamic Search Ads
Create exclusions for products that are “sold out” or
“unavailable” together with site pages that aren’t
product/service specific.
@ariannedonoghue
24. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Ensure you have a basic target that covers your site
Add additional dynamic targets if you need to be more specific
Create separate ad groups for unique messaging
Add search terms which perform well into your campaigns
Remember to add negatives from your query reports
View category reports and add these as targets if appropriate
Speak to your SEO and make sure your site can be indexed
@ariannedonoghue
30. London| 18–21 February 2013 | #SESLON
New Bid Adjustments
Within one campaign you can manage bids for different
devices, locations and times of day.
The multipliers are cumulative & work together.
@ariannedonoghue
31. London| 18–21 February 2013 | #SESLON
Location Targeting
Have multiple locations within one campaign and bid up/down
as appropriate
@ariannedonoghue
32. London| 18–21 February 2013 | #SESLON
Device Targeting
Apply multipliers to mobile or desktop/tablets.
Exclude mobile altogether by bidding -100%
You cannot exclude desktops/tablets or bid on tablets/mobiles
separately @ariannedonoghue
33. London| 18–21 February 2013 | #SESLON
New Ad Options
Create custom mobile ads from within a desktop campaign
Create mobile only
sitelinks or schedule
sitelinks
@ariannedonoghue
34. London| 18–21 February 2013 | #SESLON
Other Sitelink Enhancements
Individual Sitelink Reporting & Approvals
Sitelinks also available at Ad Group level – no need for a new
Campaign
@ariannedonoghue
35. London| 18–21 February 2013 | #SESLON
New Conversion Types
If you don’t have Google Conversion Tracking installed, get on
it!
@ariannedonoghue
36. London| 18–21 February 2013 | #SESLON
Fewer Campaigns Needed
Once migration has taken place, management of campaigns
moving forward may be simplified.
@ariannedonoghue
37. London| 18–21 February 2013 | #SESLON
Summary
Simplified structure may mean fewer campaigns/easier
management
More sophisticated bidding
Ad Group Level Sitelinks
Ad Extension Scheduling
Individual Sitelink Performance & Approval
New conversion types coming
@ariannedonoghue
38. London| 18–21 February 2013 | #SESLON
Summary
Lots of work to merge split-out tablet & mobile campaigns
No specific targeting for tablets or mobiles
No mobile-only campaigns
Cannot opt out of tablets but can from mobile
No more specific device/network/OS targeting
Multipliers are applied at campaign level
@ariannedonoghue
39. London| 18–21 February 2013 | #SESLON
Things We Don’t Know Yet
Classification of 3G tablets – whether these count as mobile
devices or within the desktop/tablet category
Mobile specific landing pages – is this possible without your
own site taking care of it?
Exactly when will the forced migration happen?
@ariannedonoghue
40. London| 18–21 February 2013 | #SESLON
Key Takeaways
• Get PLAs up and running in all relevant
countries – traffic here is only going to
increase over time!
• Dynamic Search Ads are a great way to fill
in the gaps – you don’t need a feed as
Google does most of the work for you!
• Start testing the features of Enhanced
Campaigns and work on a migration plan,
particularly if you split your campaigns out
as per Google’s previous advice
@ariannedonoghue
Many people dislike them – because Google has removed a product/sales you could previously have gotten for free and now want to charge for. Allegedly to improve the user experience but also impacts revenue for Google.
So those issues aside, I actually quite like them.