Deck from SMX East 2016 - exploring changes in AdWords & Bing Ads such as the death of converted clicks, migration to expanded text ads and beyond.

1. #SMX #XXA @bigalittlea
A BRAVE NEW
WORLD:
ADJUSTING TO
SEM FOR 2017

2. #SMX #XXA @bigalittlea
HI! I’M AARON!
Lead team “NE-Not-NYC” @ Elite SEM.
I teach at Drexel & UVM.
This is me as a Peanuts character.*
*Yes I used this joke last year. So sue me.
@bigalittlea

3. #SMX #XXA @bigalittlea

4. #SMX #XXA @bigalittlea
BORN FROM ECOMMERCE

5. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

6. #SMX #XXA @bigalittlea
WE DON’T HAVE
TO FREAK OUT!
...but sometimes we do anyway

7. #SMX #XXA @bigalittlea
SCORING THE
9 BIGGEST
CHANGES TO SEM
IN 2016

8. #SMX #XXA @bigalittlea
IMPACT
EFFORT
ETA’S
CONV
CLICKS
DBA
NEW
EXT
RIGHT
RAIL
LAST
CLICK
CUST
MATCH
ORDER
ID
DEMO

9. #SMX #XXA @bigalittlea
1: THE BACK END

10. #SMX #XXA @bigalittlea
CONVERTED CLICKS
RIP CONVERTED CLICKS

11. #SMX #XXA @bigalittlea
DEATH OF CONVERTED CLICKS
multiple pixels? can’t count individual users
cross device included by default – expect a
20% lift in “conversions” you already had
expect volatility throughout October
suspicious order behavior? i got a tip for you...

12. #SMX #XXA @bigalittlea
ORDER ID CAPTURE
map back conversion ID’s to CRM
identify new vs. returning customers
fraud orders & de-dupes
moderate effort, nice payback
learn more at bit.ly/idcapture

13. #SMX #XXA @bigalittlea
FULL “FUNNEL” ATTRIBUTION
bit.ly/smxattribution

14. #SMX #XXA @bigalittlea
2: THE VISUALS
#SMX #XXA @bigalittlea

15. #SMX #XXA @bigalittlea
PRICE EXTENSIONS
tend to show alone
10-30% of queries
flat CTR (vs. 10-30% lift with sitelinks)
NEVER get clicked (<5%)
low effort, low (if any) reward

16. #SMX #XXA @bigalittlea
BING THE COPYCAT
snippets, callouts and
images, oh my!
images on their
deathbed
no tangible lift from
snippets & callouts

17. #SMX #XXA @bigalittlea

18. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

19. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

20. #SMX #XXA @bigalittlea

21. #SMX #XXA @bigalittlea
SEE YA RIGHT RAIL
position 1-3 cpc’s unaffected, 3-4
up 22% & 4-5 up 15%
“other” conversion rates up 15%
position 5-8 ctr increased by 86%
in aggregate
total inventory flat, but position 4+
inventory down 50%

22. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

23. #SMX #XXA @bigalittlea
SURPRISE WINNER?
#SMX #XXA @bigalittlea
BIT.LY/POSITION4

24. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

25. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea
OMG!
THE DEADLINE IS COMING
THE DEADLINE IS COMING!

26. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

27. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 1
#SMX #XXA @bigalittlea
CTR increased 55%
CPC decreased 8%
CVR increased 6%
CPA decreased by 13%

28. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 2
CTR decreased 17.5%
CPC increased 13%
CVR improved 6% (yay!)
CPA rose by 7%

29. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 3
CTR increased 24% (that’s more like it)
CPC increased 13% (again??)
CVR decreased 36% (the hell?!)
CPA rose by 76%
#SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

30. #SMX #XXA @bigalittlea
ETA WTH?!?!??
PROMO
HEAVY
NO
TESTING
NO
TESTING
BRAND
HEAVY
NON-BRAND
HEAVY
AVERAGE
CTR 115% -178% 24% 3% 55% -3%
CPC 7% 13% 13% -10% -8% 2%
CVR -8% 6% -36% -2% 6% 2%
CPA 16% 7% 76% -7% -13% flat

31. #SMX #XXA @bigalittlea
#1: STABLE CLIENTS STUNK

32. #SMX #XXA @bigalittlea

33. #SMX #XXA @bigalittlea
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
$6.00
$6.50
$7.00
$7.50
$8.00
10%
15%
20%
25%
CTR CPC

34. #SMX #XXA @bigalittlea
#2: WEIRD NUANCES
WE AREN’T USED TO

35. #SMX #XXA @bigalittlea
ETA URL NUANCES
signup.orkin.com/orkin/pph_pcb_tph_tsch.aspx
STANDARD ETA

36. #SMX #XXA @bigalittlea
#3: NO BIG WINS.
A FEW BIG LOSSES

37. #SMX #XXA @bigalittlea
MIGRATE TO ETA’S SLOWLY
DO NOT rip off the band aid –
rotate via campaign experiments
run ETA’s and standard ads
side by side – system serving
60/40 ETA’s on google.com, 80/20 for SP’s
test new fun stuff! paths, countdowns (no
longer ugly), headline CTA’s etc.

38. #SMX #XXA @bigalittlea
3: THE AUDIENCE
#SMX #XXA @bigalittlea

39. #SMX #XXA @bigalittlea
CUSTOMER MATCH
email meets remarketing... yay?
largest account had ~10% of queries affected
bad for customer acquisition (duh)
look-a-like leaves something to be desired
good for reactivation & seasonal buyers

40. #SMX #XXA @bigalittlea

41. #SMX #XXA @bigalittlea
BOUGHT 300-365 DAYS AGO
(we forget sometimes)
OPPOSITE SEX
(no presents for me!)
MID-HIGH HHI
(got money honey?)
EVERY. KEYWORD. EVER.

42. #SMX #XXA @bigalittlea
DEMO AND GENDER
following a theme of audience-
based targeting tools
just like hhi targeting, doesn’t
collect data until you enable
feature set
create segmented campaigns
with caution

43. #SMX #XXA @bigalittlea
DEMO AND GENDER

44. #SMX #XXA @bigalittlea
HHI TARGETING
(when targeting significant areas)
AGE – GENDER - PARENTAL
(beware the unknown)
REMARKETING & CUSTOMER
MATCH
(come here often?)

45. #SMX #XXA @bigalittlea
DEVICE WEALTH SCALE
8%
5%
6%
9%
7%
6%
12%
12%
10%
14%
14%
13%
19%
21%
19%
38%
41%
46%
COMPOOTERS
TABLETS
MOBILE
MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE

46. #SMX #XXA @bigalittlea
DEVICE AGE & GENDER
9%
22%
20%
12%
25%
25%
15%
19%
16%
22%
16%
16%
26%
10%
11%
17%
8%
11%
TABLETS
MOBILE
COMP
18-24 25-34 35-44 45-54 55-64 65+
MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES
69%
63%
56%
31%
37%
44%
Female Male

47. #SMX #XXA @bigalittlea
0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
COMPUTERS MOBILE TABLETS
DEVICE DEMAND CURVE
SUN MON TUE WED THU FRI SAT
NOBODY OWNS A HOME COMPUTER ANYMORE

48. #SMX #XXA @bigalittlea
DEVICE CONVERSION CURVE
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
COMPUTERS MOBILE TABLETS
SUN MON TUE WED THU FRI SAT
MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY

49. #SMX #XXA @bigalittlea
DON’T KILL TABLETS

50. #SMX #XXA @bigalittlea
SHOULD YOU SEGMENT
CAMPAIGNS BY DEVICE?
I SURE WILL BE...

51. #SMX #XXA @bigalittlea
DBA AFTER EFFECTS
tablet cpc’s will plummet to the tune of 70%
computer cpc’s should lift by ~10%
create segmented campaigns with caution

52. #SMX #XXA @bigalittlea
CHANGE IS A GOOD THING
WHEN YOU’RE PREPARED

53. #SMX #XXA @bigalittlea
THE FUTURE?
ALL ABOUT PEOPLE.
#SMX #XXA @bigalittlea