Preventing a Paid Search Traffic Crash: What You Need to Know to Preserve Your Yahoo/Bing Traffic
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Earlier this year, Bing and Yahoo announced that, starting this summer, the Yahoo/Bing Network as we knew it would change significantly. Under the new deal, Yahoo will run advertising for 100% of their mobile search traffic and 49% of desktop search traffic through their proprietary platform, Yahoo Gemini. For retailers currently advertising on the Yahoo/Bing Network, this could mean a 30-60% drop in traffic to your desktop search campaigns. Avoid this significant drop in your traffic right before the major holidays hit. Learn how you can safely navigate this shift in search trends.
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Preventing a Paid Search Traffic Crash: What You Need to Know to Preserve Your Yahoo/Bing Traffic
- 1. ©2015 ROI Revolution, Inc. Yahoo! Gemini
- 2. ©2015 ROI Revolution, Inc. Today’s Presenters Noel Buck Digital Marketing Consultant Danielle Miller Paid Search Strategy Manager
- 3. ©2015 ROI Revolution, Inc.roirevolution.com/1dayevent/CSE October 22nd $100off $129 w/ Promo Code “EARLYBIRD2015” (special pricing for webinar attendees)
- 4. ©2015 ROI Revolution, Inc. What You’ll Learn Today How much paid search traffic you risk losing in the near future – and what you should do about it. Your best strategy for starting with Gemini, and expectations for using the new platform. The basics you need to get started with search campaigns in Yahoo Gemini. Opportunities for taking advantage of your competition’s laziness.
- 5. ©2015 ROI Revolution, Inc. Watch the Replay: http://tinyurl.com/yahoogemini
- 6. ©2015 ROI Revolution, Inc. The Yahoo! / Microsoft Cliff Notes • Yahoo! can serve up to 49% of their desktop traffic through the Gemini platform. • Yahoo! can serve 100% of their mobile & tablet traffic. • (approximately 70-80% of mobile clicks on the YBN) • Separate customer support for each platform. • The companies also added a termination clause that they can end their previous agreement on or after October 1st, 2015
- 7. ©2015 ROI Revolution, Inc. 30-60%* *Based on % of traffic that 100% of Yahoo O&O and affiliate traffic represents on Mobile within YBN, as well as half of Yahoo PC traffic Expected Traffic Shifts G E M I N I 70-80%* G E M I N I 10-15% of Total Paid Search Traffic
- 8. ©2015 ROI Revolution, Inc. 1. You’re now managing 3 major platforms (Google, Yahoo, Bing) instead of just two. • requires more time, expertise, analysis & attention. • require updates to conversion tracking, technology & tools. 2. Separate sales teams theoretically provide enhanced service to advertisers, but also means dealing with two separate contacts. 3. You must learn & use Yahoo Gemini now to make transitions smoother. It’s not going to get any easier as we head into Q4. 4. Right now search traffic is shifting, with potential rewards for the early adopters – like less expensive CPC! What Does This Mean for You?
- 9. ©2015 ROI Revolution, Inc. Mobile Performance & Strategy
- 10. ©2015 ROI Revolution, Inc. Mobile Trends
- 11. ©2015 ROI Revolution, Inc. Mobile & Gemini
- 12. ©2015 ROI Revolution, Inc. Mobile & Gemini • Can preview how ads will look on each device. • Yahoo! native ads should perform differently (and perhaps better) than typical mobile display targeting because they blend in with Yahoo! premium content, plus competition is still pretty low right now for native ads. • You should consider lessening mobile modifiers on Gemini as it’s the biggest focus for Yahoo! in the release of this platform
- 13. ©2015 ROI Revolution, Inc. Getting Started with Gemini
- 14. ©2015 ROI Revolution, Inc. Gemini Campaign Types • Start with what works best for you in Bing. • Choose your campaign goal. • Determines CPC vs. CPV vs. CPM & ad types (mobile search, native, and/or video ads).
- 15. ©2015 ROI Revolution, Inc. Conversion Tracking • Set up conversion tag to track conversions in the interface • Can set up URL rules to track different goals or conversions
- 16. ©2015 ROI Revolution, Inc. Targeting Options • Location (country, state, city, DMA) • Language • Demographics • Age • Gender • Ad Scheduling • Native – interests vs. search – keywords
- 17. Preview Your Ads on Each Device Ad titles – up to 50 characters. Descriptions – up to 150 characters
- 18. ©2015 ROI Revolution, Inc. Monitoring Performance • Campaigns tab – can filter. • Reporting tab – can see conversions, but can’t sort or filter.
- 19. ©2015 ROI Revolution, Inc. Monitoring Performance • Recommend downloading custom reports to better be able to filter / analyze performance
- 20. ©2015 ROI Revolution, Inc. Monitoring Performance • Recommend downloading custom reports to better be able to filter / analyze performance
- 21. ©2015 ROI Revolution, Inc. Custom Reports • Can also set up reports to run & automatically be emailed to you.
- 22. ©2015 ROI Revolution, Inc. Optimizing & Editing • Adjustment capabilities in the UI are limited. • Recommend using bulk edits with uploads.
- 23. ©2015 ROI Revolution, Inc. Bulk Upload Files Gets full export: campaigns, settings, ad groups, keywords, ads. Gets campaign-level export: campaigns & settings data (best for high level changes).
- 24. ©2015 ROI Revolution, Inc. Coming Soon New categories now eligible: • Home & garden • Furniture • Hardware • Sporting Goods • Health & Beauty Products
- 25. ©2015 ROI Revolution, Inc. Key Takeaways Can you afford to lose 10-15% of your paid search traffic? Start with what works. Take the necessary time to learn the new interface. First mover advantage: make the most of your competitors’ laziness!
- 26. ©2015 ROI Revolution, Inc. Watch the Replay: http://tinyurl.com/yahoogemini
Editor's Notes
- I’m Noel. Some of our webinar regulars will probably recognize my name if they have requested our Quick Start kits on past web clinics. Today I wanted to jump on and have a quick chat with you about our AdWords for Ecommerce Boot Camp. This is a 2 day workshop that takes place in Raleigh, NC for core AdWords fundamentals training. It’s for everyone who is managing an account, overseeing someone else manage an account, or doesn’t know where to start with their account and would like to avoid some of the early mistakes we see online retailers make every single day. What sets our training apart from all the others is the unique format. We alternate instructional sessions taught by experienced analysts with hands-on workshops. During the workshops you not only have the opportunity to apply what you’ve just learned to your own account but to also do it under the guidance of a team of senior analysts and strategy managers ready to provide the expert advice you need. You can find the full curriculum and details on our website www.roirevolution.com/bootcamp Now is when I get to channel my inner QVC rep and say “But wait, there’s more!” All of the attendees from today’s web clinic will get a special discount of $250 off your ticket for our next boot camp coming up next month. Simply use the code “BingItOn” If you have any questions about this, just use the chat feature and type in boot camp and your question, and I’ll be sure to follow up with you after the web clinic. Thanks, and enjoy learning Bing Product Ads! Now one last thing before we get started; this is for those of you who manage your Google AdWords in-house. If you have a good foundation but want to learn new skills and techniques to take your account to the next level, we invite you to join us here at the ROI Revolution headquarters for an on-site 2 Day Intensive AdWords Boot Camp. We’ve gathered over a decade’s worth of proven insights and strategies to share with you, so you can take advantage of our best expertise and gain the knowledge and skills to apply it within your own AdWords accounts. To learn more about our 2 Day Boot Camp please visit: http://www.roirevolution.com/bootcamp If you use the [“Google”] discount code, you’ll receive [$225] off as a web clinic student.
- … Gemini IS important… it will affect your numbers, especially running into the holiday. That’s when it’s going to hurt. Can you afford to have 15% taken away? If you’re willing to lose 15% of your paid search traffic, then you can leave right now; there’s nothing in this webinar for you. Low hanging fruit … How to get started
- … Gemini IS important… it will affect your numbers, especially running into the holiday. That’s when it’s going to hurt. Can you afford to have 15% taken away? If you’re willing to lose 15% of your paid search traffic, then you can leave right now; there’s nothing in this webinar for you. Low hanging fruit … How to get started
- Noel: “If I do nothing, what happens?”
- Low hanging fruit…
- Just in general, for nearly every industry, we’re seeing traffic flatline or decline for desktops, and the growth is coming almost exclusively from mobile. Deciding a mobile strategy now, and making sure to do everything you can to execute it, is going to just become increasingly importing. We’ve been hearing “this is the year of mobile” for what seems like forever, but it’s finally happening now.
- Main differences with Gemini: Can modify bids on any device, including desktops Currently does not support mobile-preferred ad copy – we’ve found that shorter, mobile-preferred ad copy tends to see higher CTR & conversion rate, so we’ve had to get creative with strategies internally with our clients to get around the lack of this feature until it’s added to Gemini
- The 2 main ad types we’re using at ROI with our clients who are mostly e-commerce retailers are mobile search & native. (explain the difference) “As a user, where am I going to see these ads?” “What makes them different” … they look like Yahoo news stories, which has a lot of advantages. A new type of display ad. Native ads are mixed in with other content on the Yahoo pages, so it blends in.
- “What is it that makes Gemini really work?” This is new for everyone… (elbow grease – just build them!)
- … Gemini IS important… it will affect your numbers, especially running into the holiday. That’s when it’s going to hurt. Can you afford to have 15% taken away? If you’re willing to lose 15% of your paid search traffic, then you can leave right now; there’s nothing in this webinar for you. Low hanging fruit … How to get started
- … Gemini IS important… it will affect your numbers, especially running into the holiday. That’s when it’s going to hurt. Can you afford to have 15% taken away? If you’re willing to lose 15% of your paid search traffic, then you can leave right now; there’s nothing in this webinar for you. Low hanging fruit … How to get started