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The Shift to Enhanced Campaigns - Eric Couch at MBO
 

The Shift to Enhanced Campaigns - Eric Couch at MBO

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Eric Couch at Masters of Business Online

Eric Couch at Masters of Business Online

October 9, 2013
Indianapolis, IN

Topic: The Shift to Enhanced Campaigns

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  • This is what we sacrifice to work in PPC.
  • This is somehow an unimaginable workload.
  • They’ve effectively halved the number of campaigns to manage by combining mobile and desktop campaigns.
  • Campaign types = Branded, 3 x Products, Top Performers, Generic Terms, RemarketingLocations = U.S. StatesDevices = Desktop, Tablet, Mobile.
  • It’s ScroogeMcDuck! Or Larry Page.
  • They had two problems – the low overall Cost Per Click for Mobile traffic, and the lack of Mobile Buy-In from Mobile Advertisers. Enhanced Campaigns is designed to solve both.
  • Mobile growth explosion will eclipse desktops by 2015.
  • Guess where Enhanced Campaigns happened.
  • This is in-line with our experience – a massive influx of mobile advertising has lead to the 21.5% growth, and Mobile CPCs still aren’t at parity with Desktop CPCs. This has still led to a TON of profit for Google.
  • Source: What One Million Dollars in Spend Has Taught Us About Enhanced Campaigns, PPC Hero.I can imagine you SEO folks out in the crowd thinking to yourselves “Oh, you mean your business was disrupted by a seemingly arbitrary and harmful Google policy change? WOW, I REALLY FEEL FOR YOU. I have nightmares about Pandas and Penguins now, pal.” To you I say… sh, sh, shut up.
  • Previous 30 Day Average for this account: $1.45 Avg. CPC, now up to $1.89. 1.33 Average Position, up to a 1.5.
  • T
  • All of a sudden, we now lack the fine-tuned control to which we’ve been accustomed.
  • All of a sudden, we now lack the fine-tuned control to which we’ve been accustomed.
  • All of a sudden, we now lack the fine-tuned control to which we’ve been accustomed.
  • This was a sizable increase – $100k in spend grown to $200k in one change, 2500 sales grown to 5,000. This change was responsible for generating $650,000 of 1.25 million in revenue over the past six months.
  • Mobile landing pages were directly responsible for the success we found in the mobile space. It doesn’t necessarily have to be a responsive design, but it helps. Speaking of responsive design, this was part of the issue with the Enhanced Campaigns rollout. Four months is far too short a time span to expect advertisers to create a responsive design landing page. Know how mobile looks on your site, and *especially* how your cart performs.
  • Mobile landing pages were directly responsible for the success we found in the mobile space. It doesn’t necessarily have to be a responsive design, but it helps. Speaking of responsive design, this was part of the issue with the Enhanced Campaigns rollout. Four months is far too short a time span to expect advertisers to create a responsive design landing page. Know how mobile looks on your site, and *especially* how your cart performs.
  • Or maybe this one is just for me.
  • They’re 100% effective *if* you don’t use Optimize for Conversions as your ad rotation setting.
  • Remember, mobile will eclipse desktop traffic by 2015!
  • Because I still play a *ton* of video games…
  • And routinely watch cartoons.
  • This is somehow an unimaginable workload.
  • With the removal of device segmentation, our account structure has become less complicated. But 210 is still a lot of campaigns. What else can we do?
  • With the removal of device segmentation, our account structure has become less complicated. But 210 is still a lot of campaigns. What else can we do?
  • We’re now back down to our seven original campaigns again, with the capacity to maximize performance by location. And device… I guess.
  • Note: Doesn’t provide conversion data in this interface, which seems like a pretty major oversight.
  • Can you even imagine what that might be like?
  • California and Texas. Exactly alike.
  • Explain how they used to work, and how this is different & better.
  • An interesting fact: people don’t actually click on Sitelinks. It’s the increase in Search Engine Results Page real estate that provides the value. In that industrial lead generation account, the addition of sitelinks increased overall clickthrough rate from 1.16% to 1.90% - a lift of 64%. The actual links, though? They have a 0.14% CTR compared to a 3.49% for the ad headline.
  • Almost no downside to using Call Extensions, especially if you can use…
  • Ironically, Google *is* correct that we’re living in a multi-device world. Their solution just didn’t do anything to address the attribution issues that can arise with the inclusion of mobile traffic. Like Call Tracking.
  • Bing – explain their outlook on Enhanced Campaigns. Facebook – explain their lower CPCs and refined targeting, with the caveat of being a nightmare to manage.
  • Less complex in the total campaign volume, but potentially more complex in terms of bid control. But it becomes much more manageable for a small business owner.

The Shift to Enhanced Campaigns - Eric Couch at MBO The Shift to Enhanced Campaigns - Eric Couch at MBO Presentation Transcript

  • THE SHIFT TO ENHANCED CAMPAIGNS
  • WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com @ecouch11
  • ENHANCED CAMPAIGNS & ME EARLY ADOPTER SPENT $2M (SO FAR) ON ENHANCED CAMPAIGNS LEAD GENERATION ECOMMERCE
  • ENHANCED CAMPAIGNS & ME
  • OVERVIEW HISTORY DEVICE TARGETING LOCATION TARGETING SITELINKS
  • HISTORY GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: ___________________
  • GOOGLE’S REASONING GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: “MORE SIMPLY AND SMARTLY MANAGE YOUR AD CAMPAIGNS IN TODAY’S MULTI-DEVICE WORLD.” - INSIDE ADWORDS
  • MULTIPLE DEVICES – PRE-EC
  • MULTIPLE DEVICES – POST-EC
  • DOING THE MATH REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 630 CAMPAIGNS
  • DOING THE MATH THIS WAS A PROBLEM. IT’S ALMOST UNMANAGEABLE. IMAGINE DOING THIS AS A SMALL BUSINESS. EC DID HELP ON THIS FRONT, BUT…
  • HISTORY REVISITED GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: ___________________
  • MY REASONING
  • MY REASONING GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: “MAKE MONEY.” - ME, CYNICAL INTERNET MARKETER
  • CHARACTERISTICS OF MOBILE BEFORE ENHANCED CAMPAIGNS: CHEAP NO COMPETITION
  • DOING THE MATH, PART 2 LOW MOBILE COST PER CLICK + GROWING MOBILE AUDIENCE = STAGNANT CPCS FOR GOOGLE LOST PROFIT
  • GOOGLE CPCS BY MONTH
  • GOOGLE’S Q3 OUTLOOK 21.5% Y/Y PPC GROWTH CPC DECLINE OF 5.2% Y/Y NET REVENUE OF 11.6B - DOUG ANMUTH, J.P. MORGAN (ACTUAL EARNINGS CALL: 10/17)
  • IMMEDIATE IMPACT MOBILE CPA = 40% MOBILE SPEND = 80% TABLET CPA = 13% TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY TOTAL CPA = 17% TOTAL CONVERSIONS = 7%
  • POST-EC MOBILE STATS HIGHER COMPETITION + HIGHER CPCs = PROFIT
  • THE BIG QUESTION HOW DID GOOGLE DECIDE TO FIX THIS MOBILE PROBLEM?
  • THE BIG ANSWER DEVICE TARGETING.
  • DEVICE TARGETING WE NO LONGER HAVE THE ABIILITY TO CREATE MOBILE-ONLY CAMPAIGNS. INSTEAD, WE HAVE TO USE BID MODIFIERS.
  • THE MODIFIER PROBLEM BID MODIFIERS – CHANGE ANY KEYWORD’S BID BY -80% TO +300%. $1.00 BID ON DESKTOP, -50% MOD ON MOBILE = $.50 BID.
  • THE MODIFIER PROBLEM BUT IT INTRODUCES INEFFICIENCIES IN TO THE ADWORDS SYSTEM. A $3.00 BID CAN ONLY BE MODIFIED IN WHOLE PERCENT INCREMENTS – A -1% BID = $2.97 A -2% BID = $2.94
  • THE MODIFIER PROBLEM IF YOU NEED TO BID $2.95, YOU’RE SCREWED. BUT WHERE DOES THAT EXTRA MONEY GO?
  • THE GOOGLE MONEY VAULT
  • THE MODIFIER PROBLEM WE ALSO LOSE BID CONTROL WITH TOO MANY LAYERED BID MODIFIERS. YOU CAN HAVE MODIFIERS FOR DEVICE, TIME OF DAY, AND LOCATION.
  • THE MODIFIER PROBLEM THIS IS HOW YOU TURN 300,000 KEYWORDS IN TO 7.4 MILLION POTENTIAL BIDS.
  • THE MODIFIER SOLUTION LIMIT THE NUMBER OF THE BID MODIFIERS YOU EMPLOY. LIMIT THE SCOPE OF THE BID MODIFIERS THAT YOU EMPLOY.
  • DEVICE TARGETING WE NO LONGER HAVE THE ABIILITY TO NOT TARGET TABLETS OR DESKTOPS. AT ALL.
  • WAIT, WHAI KNOW, RIGHT? JUST LUMPED IN THERE TOGETHER.
  • GOOGLE’S REASONING, PART 2 “WE AND OTHERS IN THE INDUSTRY SEE THAT USERS’ SEARCH BEHAVIOR ON THESE LARGER DEVICES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE DEVICES.” - INSIDE ADWORDS
  • FACT CHECKING GOOGLE TABLET VS. DESKTOP ALL ACCOUNTS, PAST 12 MONTHS (IN SEARCH): TABLET CONV. RATE = TABLET COST/CONV. = 19% 14%
  • FACT CHECKING GOOGLE TABLET VS. DESKTOP ALL ACCOUNTS, PAST 12 MONTHS (IN DISPLAY): TABLET CONV. RATE = TABLET COST/CONV. = 52% 119%
  • REPETITION FOR EMPHASIS THE MANDATORY INCLUSION OF TABLET AND DESKTOP TRAFFIC IS ANOTHER INSTANCE OF INEFFICIENCY INTRODUCED BY ENHANCED CAMPAIGNS.
  • THE NEGATIVE IMPACT REAL CLIENT: MOBILE-BASED SOCIAL PLATFORM, FOCUSED ON LEAD GENERATION THE PROBLEM: ENHANCED CAMPAIGNS. THEY HAVE NO USE FOR DESKTOP TRAFFIC.
  • THE NEGATIVE IMPACT THE SOLUTION: CREATIVE USE OF BID MODIFIERS TO REDUCE DESKTOP TRAFFIC. COMPLETE REVISION OF BUSINESS MODEL.
  • THE POSITIVE IMPACT REAL CLIENT: ECOMMERCE CLIENT ADVERTISING ON DESKTOPS AND TABLETS. THE PROBLEM: AD DISAPPROVAL ISSUES COMINGLING WITH A DESIRE TO TRY MOBILE PPC.
  • THE POSITIVE IMPACT THE SOLUTION: ENHANCED CAMPAIGNS. THE UNEXPECTED MOBILE TRAFFIC VOLUME DOUBLED SALES, DOUBLED SPEND, REDUCED CPA BY 8%.
  • WHAT SHOULD YOU DO? • MOBILE LANDING PAGES. • RESPONSIVE DESIGN. • UNDERSTAND THE MOBILE USER EXPERIENCE ON YOUR SITE. • KNOW YOUR METRICS – DO THEY CONVERT AT THE SAME RATE? • ROUTINELY CHECK YOUR MODIFIERS.
  • BEST PRACTICES AVOID OVER-OPTIMIZATION ON YOUR MODIFIERS. YOU’RE ALREADY ADJUSTING BIDS ON A REGULAR BASIS. (RIGHT?) ADJUSTING YOUR MODIFIERS TOO OFTEN CAN LEAD TO OVERCORRECTION.
  • WHAT SHOULD YOU DO? IMPOTENTLY FUME OVER THE MANDATORY INCLUSION OF TABLET TRAFFIC.
  • WHAT SHOULD YOU DO? USE MOBILE-PREFERRED ADS. 100% EFFECTIVE AT SEGMENTING TRAFFIC. MOBILE AND DESKTOP WILL HAVE ADS THAT PERFORM DIFFERENTLY. SMX EAST 2013 HOT TIP #1
  • THE MORAL OF THE STORY THERE HAVE BEEN GOOD AND BAD ASPECTS TO THIS DEVICE TARGETING CHANGE. THERE IS A TON OF MOBILE TRAFFIC OUT THERE. WE NEED TO BE ON BOARD.
  • THE MORAL OF THE STORY NEWER GENERATIONS = MOBILE ADOPTION DESKTOP ADOPTION I STILL USE A DESKTOP, SO I GUESS THAT MEANS I’M OLD NOW. WHICH I FIND HILARIOUS.
  • THE MORAL OF THE STORY
  • THE MORAL OF THE STORY
  • OLD ACCOUNT STRUCTURE
  • OLD ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 210 CAMPAIGNS
  • HOW TO FIGHT CAMPAIGN BLOAT LOCATION TARGETING.
  • LOCATION TARGETING WE CAN STILL SEGMENT CAMPAIGNS BY LOCATION. BUT WE CAN ALSO APPLY BID MODIFIERS BY LOCATION TO MAXIMIZE PERFORMANCE.
  • NEW ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 7 CAMPAIGNS
  • LOCATION MODIFIERS THEY’RE PRETTY GREAT AWESOME
  • LOCATION MODIFIERS THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE. IMAGINE THAT.
  • HOW TO USE LOCATION MODS USE LOCATION MODIFIERS TO MINIMIZE AND MAXIMIZE PERFORMANCE WITHIN A LARGER GEOGRAPHIC AREA. EX: + / - MODIFIERS FOR INVIDIVIDUAL STATES. SMX EAST 2013 HOT TIP #2
  • HOW TO USE LOCATION MODS REAL CLIENT: LEAD GENERATION FOR HIGH VALUE INDUSTRIAL MACHINERY THE PROBLEM: NEEDS INCREMENTAL LIFT IN U.S. LEAD VOLUME WITHOUT ANY INCREASE IN BUDGET OR CRO. SMX EAST 2013 HOT TIP #2
  • HOW TO USE LOCATION MODS THE SOLUTION: LOCATION BID MODIFIERS FOR EACH STATE IN THE U.S. THE RESULTS: LEAD VOLUME = 22% COST PER LEAD = 6% SMX EAST 2013 HOT TIP #2
  • WHERE TO START GOOGLE ANALYTICS. GOOGLE ADWORDS’ DIMENSIONS TAB. SMX EAST 2013 HOT TIP #2
  • WHAT *NOT* TO DO THE PREVIOUS TACTIC WORKS BEST FOR LARGE GEOGRAPHIC AREAS. THE USE OF MODIFIERS ON AN ALREADY-SEGMENTED CAMPAIGN CAN BE HARMFUL.
  • WHAT *NOT* TO DO REAL CLIENT: LEAD GENERATION FOR LARGE EDUCATION CLIENT. MAKES USE OF 20 MILE RADIUS TARGETING AROUND CAMPUSES. THE PROBLEM: COST PER LEAD UNEXPECTEDLY ROSE.
  • WHAT *NOT* TO DO THE SOLUTION: ANALYSIS SHOWED THAT CPL ROSE 20% - THE SAME AS THE RECENTLY-IMPLEMENTED BID MODIFIER. THERE WAS NO LIFT IN LEAD VOLUME. JUST AN INCREASE IN COST FOR NO GAIN.
  • WHY DID THIS HAPPEN? IF YOU’RE ALREADY SEGMENTING CAMPAIGNS BY SMALL GEOGRAPHIC LOCATIONS, YOUR BIDS WILL BE NATURALLY TAILORED TO THAT LOCATION. A MODIFIER IS POINTLESS HERE!
  • BEST PRACTICES IF YOU HAVE A NEED TO SEGEMENT CAMPAIGNS BY LOCATION, CONTINUE TO DO SO! • • • • PHYSICAL LOCATIONS DELIVERY LIMITATIONS BUDGETARY REQUIREMENTS UNIQUE DESTINATION URLS
  • BEST PRACTICES UNLIKE DEVICES, GOOGLE WON’T MANDATE THE INCLUSION OF CERTAIN STATES/COUNTRIES. (YET.)
  • GOOGLE’S FAKE REASONING “WE AND OTHERS IN THE INDUSTRY SEE THAT USER SEARCH BEHAVIOR IN THESE LARGER STATES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE STATES.” - SOMETHING INSIDE ADWORDS NEVER SAID.
  • LOCATION MODIFIERS REDUX THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE. SPEAKING OF WHICH…
  • TRANSPARENT TRANSITION SLIDE ENHANCED SITELINKS.
  • JUST HOW ENHANCED ARE THEY? ASSIGN SITELINKS ON AN INDIVIDUAL BASIS. GET PERFORMANCE DATA ON UNIQUE SITELINKS. ASSIGN AD GROUP-LEVEL SITELINKS.
  • A SMALL REMINDER SITELINKS ARE AWESOME. LIKE “INCREASE-YOUR-CTR-BY64%” AWESOME. JUST BY BEING THERE.
  • AD GROUP SITELINKS YOU CAN GET GREAT GAINS OUT OF USING AD-GROUP LEVEL SITELINKS. CONSIDER MAKING AD-GROUP SPECIFIC LINKS FOR YOUR TOP PERFORMERS, OR TO SHORE UP POOR PRODUCTS WITH LINKS GOING TO A BETTER ONE. SMX EAST 2013 HOT TIP #3
  • CALL EXTENSIONS THEY’VE ALSO BEEN ENHANCED. PREVIOUSLY, ANY CALL TO THAT GOOGLE FORWARDING NUMBER = $$$ CHARGED TO YOU.
  • CALL EXTENSIONS NOW = ONLY CHARGED FOR A CLICK-TO-CALL. ON MOBILE. THEY’RE LITERALLY GIVING MONEY AWAY.
  • CALL TRACKING IF YOU TAKE PHONE CALLS, USE CALL TRACKING. ATTRIBUTION IS EVERYTHING.
  • CALL TRACKING REAL CLIENT: LEAD GENERATION FOR INTERIOR DESIGN COMPANY. THE PROBLEM: A $100 CPL GOAL FOR AN ACCOUNT WITH A $232 CPL. THIS SEVERELY LIMITED THE BID POTENTIAL ON THE ACCOUNT.
  • CALL TRACKING THE SOLUTION: CALL TRACKING PROVIDED CALL CONVERSION ATTRIBUTION AT THE KEYWORD LEVEL. PROPER ATTRIBUTION LOWERED OVERALL CPL TO $97, AND FACILITATED PROFITABLE ACCOUNT GROWTH.
  • EC WINNERS AND LOSERS LOSERS: DEVICE TARGETING GOOGLE CREDIBILITY MY HAIRLINE
  • EC WINNERS AND LOSERS WINNERS: LOCATION TARGETING BING FACEBOOK SMALL BUSINESSES
  • NEW ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 7 CAMPAIGNS FROM 630 – 7, A 99% REDUCTION.
  • WRAP UP HISTORY DEVICE TARGETING LOCATION TARGETING SITELINKS
  • Q&A TIME
  • WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11