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3 things to start this afternoon to improve your paid search
 

3 things to start this afternoon to improve your paid search

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My 20 minute presentation from the IAB Search event on 15th June 2012.

My 20 minute presentation from the IAB Search event on 15th June 2012.

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  • 1….by using all the tools and resources available to you2…so you can understand how to get the most out of your budget3…a strong foundation is the key to growth and optimization
  • 1….by using all the tools and resources available to you2…so you can understand how to get the most out of your budget3…a strong foundation is the key to growth and optimization

3 things to start this afternoon to improve your paid search 3 things to start this afternoon to improve your paid search Presentation Transcript

  • 3 things to start this afternoon to improve your paid search Jonathan Beeston | Director, New Product Innovation | @searchbeest | jbeeston@adobe.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 3 things to start this afternoon to improve your paid search1 @adobedigmktg Test new ad formats Act differently for different devices 23 Attribute and optimise© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • @adobedigmktg Test new ad formats© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • The pace of change @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • The pace of change @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • Google media ads @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • Google media ads @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • Bing rich ads @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • Google product listing ads @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • Key takeaways @adobedigmktg You can’t test them all and you shouldn’t try. Pick opportunities that fit with broader strategy. Test well (time and budget). Test properly (who is your stats genius?). Repeat. Learn from mistakes. Improve process.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • @adobedigmktg Act differently for different devices© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • Non-desktop traffic is increasing… @adobedigmktg 100% 95% 90% 85% Tablet 80% Mobile 75% Desktop 70% 65% 60% Impressions Clicks Cost Orders Last click attribution, UK retailer© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • …but behaves differently @adobedigmktg 100% 90% 80% 70% Share of conversions 60% Product 50% Generic 40% Brand 30% 20% 10% 0% Desktop Mobile Tablet Last click attribution, UK retailer© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • What do consumers want at the time? @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • Get your mobile experience right @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • Key takeaways @adobedigmktg Always separate campaigns for mobile and tablet. Bid dynamics of campaigns will be different. Think about when/where/what for ad copy. Get the mobile experience right.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • @adobedigmktg Attribute and optimise© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • Keys to attribution @adobedigmktg 1 Unified Measurement Measure user interaction with all media channels 2 Attribution and Analyse Model how different factors contribute to conversion and relate to one another 3 Optimise Allocate media spend based on cross-channel models to maximise performance© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 18 @adobedigmktg
  • Channel Analysis: Example @adobedigmktg DISPLAY + SEARCH Source: Leading US Retailer, 2011© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 19
  • Keys to attribution @adobedigmktg 1 Unified Measurement Measure user interaction with all media channels 2 Attribution and Analyse Model how different factors contribute to conversion and relate to one another 3 Optimise Allocate media spend based on cross-channel models to maximise performance© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 20
  • Attribution models @adobedigmktg “All Models Are Wrong. George Box Statistician Some Are Useful.” Emeritus Professor University of Wisconsin© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 21
  • Event attribution models @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 22
  • Keys to attribution @adobedigmktg 1 Unified Measurement Measure user interaction with all media channels 2 Attribution and Analyse Model how different factors contribute to conversion and relate to one another 3 Optimise Allocate media spend based on cross-channel models to maximise performance© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 23
  • Attribution + optimisation: example @adobedigmktg Efficient Frontier: First vs Last Click $90,000 $80,000 LAST $70,000 FIRST $60,000 Revenue $50,000 $40,000 $30,000 $20,000 $10,000 $0 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 Spend© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • Key takeaways @adobedigmktg Unify measurement across all channels. Don’t expect the Holy Grail, start with any cup! Attribution isn’t about reporting. Optimise.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • 3 things to start this afternoon to improve your paid search1 @adobedigmktg Test new ad formats Act differently for different devices 23 Attribute and optimise© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • @adobedigmktg facebook.com/AdobeDigitalMarketing @adobedigmktg© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27