Take advantage of Google and
Bing’s latest innovations for
your SEA campaigns
June 25th 2014
Pierre KICIAK
@pkiciak @jvweb
Google & Bing innovations
Agenda v1
 Gmail sponsored promotion
 Form extensions
 Review extensions
 Call-out extension...
Google & Bing innovations
Agenda
1. Google
1. Gmail Sponsored Promotion
2. Enhanced elements
3. Extensions
4. Audience & S...
1. Google
1.1. Gmail Sponsored Promotion
1.1. Gmail Sponsored Promotion
How does it work?
Your GSP ad appears in GMail, above, below and on the right side of an em...
1.1. Gmail Sponsored Promotion
How does it work?
When you click on the teaser, a page, similar to an email, appears in the...
1.1. Gmail Sponsored Promotion
Advantages
 Multicriteria targetting of Gmail users,
based on:
– The content of emails rec...
1.1. Gmail Sponsored Promotion
Reporting interface
1.2. Enhanced Elements
1.2.1. Enhanced campaigns
1.2.1. Enhanced campaigns
What?
 1 campaign for all devices (Computers, tablets & mobile phones)
 Bid adjustments by dev...
1.2.1. Enhanced campaigns
Pros & Cons – Testimony with our client
 Faster and more secure campaign
management
 Improved ...
1.2.2. Cross-device tracking
1.2.2. Cross-device conversion tracking
What?
=
1.2.2. Cross-device conversion tracking
Pros & Cons
 First step in cross-device
analysis
 No additional cost
 Helps ide...
1.2.3. Enhanced Sitelinks
1.2.3. Enhanced Sitelinks
Key feature
More visibility for your brand!
More attractive ads
+ 30% on CTR
1.3. Extensions
1.3.1. Form Extensions
1.3.1. Form extensions
Form Extension
 Addition of a qualification form
 Redirection to an adapted page of destination
(...
1.3.1. Form extensions
Form Extension
3 possible scenarii:
Zip code
Addition of the ZIP
code in the URL
Search
Saves the r...
1.3.1. Form extensions
Form Extension
Results
More attractive ads
+ 7% on CTR
Shorter conversion funnel
+ 13% on conversio...
1.3.2. Review Extensions
1.3.2. Review Extensions
Review Extension
« review extension » = addition of a quote below your ad
– External source only
...
1.3.2. Review Extensions
Review Extension
Results
More attractive ads
+ 66% on CTR
Shorter conversion funnel
+ 5% on conve...
1.3.3. Call out Extensions
1.3.3. Call-Out Extensions
Call-out extension
Display of an additional line of information directly in the ad to push dedi...
1.3.4. Consumer Ratings Annotations Extensions
1.3.4. Consumer Ratings Annotations Extensions
Consumer Ratings Annotations (US, UK & Canada)
 Shows average ratings give...
1.3.5. Site snippets annotations Extensions
1.3.5. Site snippets annotation Extensions
Extension site snippets annotations
 Finds automatically interesting data in y...
1.4. Audience
1.4.1. Remarketing Lists for Search Ads (RLSA)
How it Works
1.4.1. Remarketing lists for search ads (RLSA)
First, the merchant adds
the unique remarketing tag to
the who...
1.4.1. Remarketing lists for search ads (RLSA)
Pros & Cons with our client
 Mixes strengths of SEA & retargetting
 Allow...
1.4.2. Demographics for Search Ads (DFSA)
1.4.2. Demographics for Search Ads (DFSA)
Demographics For Search Ads
Filter the viewers of your AdWords ads
According to ...
1.5. Shopping
1.5.1. New Shopping Campaigns
1.1.2. New Shopping campaigns
What?
Before After
-Targeting possible by product ID,
type, brand, condition, label or
group...
1.1.2. New Shopping campaigns
Pros & Cons
 Retail-centric campaign
management
 Competitive landscape data
(Benchmark CTR...
1.5.2. PLA – New version
1.5.2. PLA New Version
Automatic change towards V2
1.5.2. PLA New Version
Local PLA
1.6. Automation
1.6.1. ROAS Bidding Strategy
1.6.1. ROAS Bidding Strategy
What?
 A strategy sharable for a whole account
 ROI set up guaranteed
1.6.1. ROAS Bidding Strategy
Pros & Cons
 Automatic bidding
 Fast set-up
 Very useful to quickly limit
negative results...
1.6.2. Scripts
1.6.2. Scripts
Scripts presented aren’t provided by Google.
A script wrongly set up can cause damage.
1.6.2. Scripts
Bids according to the weather
 Fact: some businesses are deeply affected by weather and temperature (drink...
1.6.2. Scripts
Bids according to the weather
1. Create a Google document with the weather data
2. Sign in to the « Open We...
1.6.2. Scripts
Activation depending on stocks
 Target: Pause adgroups/campaigns dedicated to products currently out of or...
2. Bing
2.1 – Rich Ads in Search
2.1. Rich Ads in Search
What?
 New ad format with AdText + Sitelinks + Media:
– Image
– Video
– Search box
 100% Voice s...
2.1. Rich Ads in Search
What? - Examples
<- Favicon + 80x60 image + Sitelinks
Expandable video + Logo + Sitelinks ->
2.1. Rich Ads in Search
Pros & Cons
 No risk of seeing a reseller or
competitor appearing above
you on brand requests
 H...
2.1. Rich Ads in Search
Testimony
 Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key eleme...
2.2 – Sitelinks
2.2. Sitelinks
What?
 Additional links appearing below your ad (similar to Google)
 Only 1 title per sitelink (no « enha...
2.2. Sitelinks
Pros & Cons
 5 links instead of one
 Increased visibility
 Increased CTR
 Impossible to be 100% sure
th...
2.2. Sitelinks
Testimony
 Who: Alex Beard, Value brands marketing manager
2.3 – Enhanced campaigns
2.3. Enhanced campaigns
What?
 1 campaign, 3 possible devices
 Flexibility on device targetting: 1, 2 or 3 in whatever c...
2.3. Enhanced campaigns
Pros & Cons
 Possibility to target
independently one device
(contrary to Google)
 Bid adjustment...
2.3. Enhanced campaigns
Testimony
 Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key eleme...
2.4 – Expanded insight by
request
2.4. Expanded insights by request
What?
 Do you know AdWords is able to provide a report about actual requests that
gener...
2.4. Expanded insights by request
Pros & Cons
 A complete list of requests
 Bing for once differentiating
itself positiv...
2.4. Expanded insight by request
Testimony
 Who: Alex Beard, Value brands marketing manager
3. The future trends
3. The future trends
Search will not be only about keywords
Paid search = Keywords + Audience + Themas + personal history ...
3. The future trends
Search will not be only about …words
 New formats mixing
words and pictures will
become more and
mor...
3. The future trends
Paid search will mix with external data
 Influence of offline communication
 Real-time global commu...
4. Q&A
Questions
646, rue Marius Petipa
34000 Montpellier
France
facebook.com
/JVWEB
Contact
pierre@jvweb.fr
+33 (0)4 30 96 76 80
Pierre KI...
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Take advantage of Google and Bing’s latest 2013 and 2014 innovations for your SEA campaigns by Pierre Kiciak

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Europe’s top two search engines have been going toe to toe with feature updates to their commercial search opportunities at such break-neck speed that it is hard to keep up.

Pierre will be covering the most impressive innovations that Google and Bing have released to date including cross-device tracking, targeting return on ad spend, location targeting options, review extensions, image extensions and rich ads in search.

There will also be time for what he thinks will be the big news in 2014.

Published in: Marketing, Technology, Business
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Take advantage of Google and Bing’s latest 2013 and 2014 innovations for your SEA campaigns by Pierre Kiciak

  1. 1. Take advantage of Google and Bing’s latest innovations for your SEA campaigns June 25th 2014 Pierre KICIAK @pkiciak @jvweb
  2. 2. Google & Bing innovations Agenda v1  Gmail sponsored promotion  Form extensions  Review extensions  Call-out extensions  Enhanced sitelinks  Consumer ratings annotation (beta)  Site snippets annotation (beta)  DFSA  PLA update  Scripts  Enhanced campaigns  New shopping campaigns  Cross-device tracking  RLSA  New location targetting options  Image extensions  ROAS bidding strategy  Rich Ads in Search  Sitelinks  Enhanced campaigns  Expanded insight by request  Attribution model  In-Market targetting  Ad Placeholders  The future trends  Q&A
  3. 3. Google & Bing innovations Agenda 1. Google 1. Gmail Sponsored Promotion 2. Enhanced elements 3. Extensions 4. Audience & Search 5. Shopping 6. Automatic features 2. Bing - in partnership with 1. Rich Ads in Search 2. Sitelinks 3. Enhanced campaigns 4. Expanded insight by request 3. The future trends 4. Q&A
  4. 4. 1. Google
  5. 5. 1.1. Gmail Sponsored Promotion
  6. 6. 1.1. Gmail Sponsored Promotion How does it work? Your GSP ad appears in GMail, above, below and on the right side of an email being read. These ads are called « teasers ».
  7. 7. 1.1. Gmail Sponsored Promotion How does it work? When you click on the teaser, a page, similar to an email, appears in the middle of the screen. This page similar to a zoom is called « the HTML ad ».
  8. 8. 1.1. Gmail Sponsored Promotion Advantages  Multicriteria targetting of Gmail users, based on: – The content of emails received (presence of brands, keywords, URL…) – Demographic criteria  Strong visibility for your ads, – Still few advertisers/competitors present – Innovating adformat generating a good awareness  Incremental business opportunity VS your competitors, – access more restricted than AdWords  Invoices based on CPC (with a minimal monthly spend)
  9. 9. 1.1. Gmail Sponsored Promotion Reporting interface
  10. 10. 1.2. Enhanced Elements
  11. 11. 1.2.1. Enhanced campaigns
  12. 12. 1.2.1. Enhanced campaigns What?  1 campaign for all devices (Computers, tablets & mobile phones)  Bid adjustments by device, location or time  Sitelinks: size extended + set up possible by AdGroup The spirit:
  13. 13. 1.2.1. Enhanced campaigns Pros & Cons – Testimony with our client  Faster and more secure campaign management  Improved performance thanks to wider space taken on SERP  Brand: Generated global good results (+95% CTR and -6% CPC) (on mobiles: CPC -7% and CTR + 50%)  Impossible to create pure mobile SEA campaigns anymore  Impossible to set up device specific URLs  Not very friendly if you use 3rd-party optimization tools  Generics saw a CPC growth of 44% and a CTR down to 57% (on mobiles: CPC +128% and CTR -61%) After 4 months: Average CPC on mobiles is nearly back to pre-enhanced level with a similar CTR
  14. 14. 1.2.2. Cross-device tracking
  15. 15. 1.2.2. Cross-device conversion tracking What? =
  16. 16. 1.2.2. Cross-device conversion tracking Pros & Cons  First step in cross-device analysis  No additional cost  Helps identify the real impact and value of SEA thanks to indirect sales (along cross- channel analysis) Estimation provided only for visitors using Google Need visitors to be logged on their account on all devices  Still an estimation
  17. 17. 1.2.3. Enhanced Sitelinks
  18. 18. 1.2.3. Enhanced Sitelinks Key feature More visibility for your brand! More attractive ads + 30% on CTR
  19. 19. 1.3. Extensions
  20. 20. 1.3.1. Form Extensions
  21. 21. 1.3.1. Form extensions Form Extension  Addition of a qualification form  Redirection to an adapted page of destination (based on URL parameters).
  22. 22. 1.3.1. Form extensions Form Extension 3 possible scenarii: Zip code Addition of the ZIP code in the URL Search Saves the request generated by the visitor and launches an internal search Request « refinement » Refines a requests by grabbing: - Destination
  23. 23. 1.3.1. Form extensions Form Extension Results More attractive ads + 7% on CTR Shorter conversion funnel + 13% on conversion rate
  24. 24. 1.3.2. Review Extensions
  25. 25. 1.3.2. Review Extensions Review Extension « review extension » = addition of a quote below your ad – External source only – Validation delay: variable as human, – Recent (no review older than 12 months) – Visible on an external site – Open to all advertisers (outside of gambling, adult industry, etc …)
  26. 26. 1.3.2. Review Extensions Review Extension Results More attractive ads + 66% on CTR Shorter conversion funnel + 5% on conversion rate
  27. 27. 1.3.3. Call out Extensions
  28. 28. 1.3.3. Call-Out Extensions Call-out extension Display of an additional line of information directly in the ad to push dedicated offers or services – Speaks about very specific data of your offers (Dimensions, price, conditions…) – Redirection towards one landing page (VS AdSiteLinks multi url) – Complementarity with AdSiteLinks (Call-out + AdSiteLinks can be combined)
  29. 29. 1.3.4. Consumer Ratings Annotations Extensions
  30. 30. 1.3.4. Consumer Ratings Annotations Extensions Consumer Ratings Annotations (US, UK & Canada)  Shows average ratings given by your clients on 3 criteria.  These rates are collected by the Google Consumer Survey service (At least 1 000 ratings needed) More attractive ads + 10% on CTR
  31. 31. 1.3.5. Site snippets annotations Extensions
  32. 32. 1.3.5. Site snippets annotation Extensions Extension site snippets annotations  Finds automatically interesting data in your site  Shows them in your ad
  33. 33. 1.4. Audience
  34. 34. 1.4.1. Remarketing Lists for Search Ads (RLSA)
  35. 35. How it Works 1.4.1. Remarketing lists for search ads (RLSA) First, the merchant adds the unique remarketing tag to the whole Website. The visitor is thus driven back to the store, potentially with a dedicated message or offer displayed only to retargetted people. A visitor comes to the site, but does not buy anything. Google ranks this user in a remarketing list based on pages he visited. The merchant uses this information to provide later AdWords ads more attractive in search results targeted specifically for this user. The user makes a new search on Google and a specific remarketing ad appears directly in SERP. 1 2 3 4
  36. 36. 1.4.1. Remarketing lists for search ads (RLSA) Pros & Cons with our client  Mixes strengths of SEA & retargetting  Allows safer tests on competitive keywords and those with with lower conversion rates  Identification of new semantic fields typed by visitors  19% of additional revenue generated through RLSA  2014: Dedicated offers for retargeted visitors have allowed us to reach and maintain a conversion rate equal to 78% of the brands conversion rate  Needs the addition of a tag on the merchant’s site
  37. 37. 1.4.2. Demographics for Search Ads (DFSA)
  38. 38. 1.4.2. Demographics for Search Ads (DFSA) Demographics For Search Ads Filter the viewers of your AdWords ads According to demographic and behavioural elements: ✓ History of sites visited by the audience, ✓ CTR, ✓ Conversion rates. Optimisations are possible through: ✓ bids, ✓ adtexts, ✓ pages of destination. Examples: - bid only on the people having shown interest in the past to your vertical through their browsing - offer a different landing page to women and men
  39. 39. 1.5. Shopping
  40. 40. 1.5.1. New Shopping Campaigns
  41. 41. 1.1.2. New Shopping campaigns What? Before After -Targeting possible by product ID, type, brand, condition, label or group -Possibility to add standard keyword targeting -New « Product groups » & « Products » tabs: -More targeting options: -Only negative keywords can be added
  42. 42. 1.1.2. New Shopping campaigns Pros & Cons  Retail-centric campaign management  Competitive landscape data (Benchmark CTR and max CPC)  Loss of the keyword approach  Less control on ads delivery: requests can be monitored mostly only after being shown
  43. 43. 1.5.2. PLA – New version
  44. 44. 1.5.2. PLA New Version Automatic change towards V2
  45. 45. 1.5.2. PLA New Version Local PLA
  46. 46. 1.6. Automation
  47. 47. 1.6.1. ROAS Bidding Strategy
  48. 48. 1.6.1. ROAS Bidding Strategy What?  A strategy sharable for a whole account  ROI set up guaranteed
  49. 49. 1.6.1. ROAS Bidding Strategy Pros & Cons  Automatic bidding  Fast set-up  Very useful to quickly limit negative results  Not suitable for a new campaign (at least 30 conversions during the latest 30 days are needed)  Based only on AdWords conversion data (not Analytics => be careful with attribution)  It’s… automatic => it knows no seasonality or tracking issues
  50. 50. 1.6.2. Scripts
  51. 51. 1.6.2. Scripts Scripts presented aren’t provided by Google. A script wrongly set up can cause damage.
  52. 52. 1.6.2. Scripts Bids according to the weather  Fact: some businesses are deeply affected by weather and temperature (drinks, clothes…)  Target: Modify bids according to the weather in selected areas.
  53. 53. 1.6.2. Scripts Bids according to the weather 1. Create a Google document with the weather data 2. Sign in to the « Open Weather Map » service (example) 3. Script will use the Google doc data to impact your campaigns
  54. 54. 1.6.2. Scripts Activation depending on stocks  Target: Pause adgroups/campaigns dedicated to products currently out of order = ROI improvement  How it works: The script checks the page of destination and makes sure that the product is still available. Desactivation/Reactivation is automatic when the product is available again.
  55. 55. 2. Bing
  56. 56. 2.1 – Rich Ads in Search
  57. 57. 2.1. Rich Ads in Search What?  New ad format with AdText + Sitelinks + Media: – Image – Video – Search box  100% Voice share guarantee on brand/brand+generics  Position #1 guarantee  Higher CPC expected (x2 VS standard ad)
  58. 58. 2.1. Rich Ads in Search What? - Examples <- Favicon + 80x60 image + Sitelinks Expandable video + Logo + Sitelinks ->
  59. 59. 2.1. Rich Ads in Search Pros & Cons  No risk of seeing a reseller or competitor appearing above you on brand requests  Higher CTR  Global revenue generated on brand increased  Important CPC increase not completely justified  Long setup: format not managed by the Bing desktop tool
  60. 60. 2.1. Rich Ads in Search Testimony  Who: Alex Beard, Value brands marketing manager Video Interview to be added, key elements:
  61. 61. 2.2 – Sitelinks
  62. 62. 2.2. Sitelinks What?  Additional links appearing below your ad (similar to Google)  Only 1 title per sitelink (no « enhanced version »)
  63. 63. 2.2. Sitelinks Pros & Cons  5 links instead of one  Increased visibility  Increased CTR  Impossible to be 100% sure their appearance
  64. 64. 2.2. Sitelinks Testimony  Who: Alex Beard, Value brands marketing manager
  65. 65. 2.3 – Enhanced campaigns
  66. 66. 2.3. Enhanced campaigns What?  1 campaign, 3 possible devices  Flexibility on device targetting: 1, 2 or 3 in whatever combination you prefer  Automatic bid adjustment by device
  67. 67. 2.3. Enhanced campaigns Pros & Cons  Possibility to target independently one device (contrary to Google)  Bid adjustments integration directly from AdWords  An intelligent AdWords feature copy… but a copy nevertheless
  68. 68. 2.3. Enhanced campaigns Testimony  Who: Alex Beard, Value brands marketing manager Video Interview to be added, key elements:
  69. 69. 2.4 – Expanded insight by request
  70. 70. 2.4. Expanded insights by request What?  Do you know AdWords is able to provide a report about actual requests that generated impressions of your ads?  Do you know this report is always incomplete and ignoring particularly the impressions with 0 clicks… which would be very useful to identify new negative keywords and improve your CTR?  Do you know Bing Ads now gives you access to this data? That’s Expanded insight by request.
  71. 71. 2.4. Expanded insights by request Pros & Cons  A complete list of requests  Bing for once differentiating itself positively from Google
  72. 72. 2.4. Expanded insight by request Testimony  Who: Alex Beard, Value brands marketing manager
  73. 73. 3. The future trends
  74. 74. 3. The future trends Search will not be only about keywords Paid search = Keywords + Audience + Themas + personal history + personal CTR….
  75. 75. 3. The future trends Search will not be only about …words  New formats mixing words and pictures will become more and more frequent  Both leaders have tested solutions: – PLA & Image extensions for Google – RAIS for Bing/Yahoo!
  76. 76. 3. The future trends Paid search will mix with external data  Influence of offline communication  Real-time global communications strategies  Third-party data (weather, Analytics…) will get more and more impact on real-time bidding in search => More accurate and personalized results
  77. 77. 4. Q&A
  78. 78. Questions
  79. 79. 646, rue Marius Petipa 34000 Montpellier France facebook.com /JVWEB Contact pierre@jvweb.fr +33 (0)4 30 96 76 80 Pierre KICIAK @pkiciak

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