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Making an Efficient Generic Paid Search Strategy - 7thingsmedia - Figaro Search Seminar - June 2014

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Ben O'Neil's, Paid Search Manager at 7thingsmedia, presentation on "How to make an efficient paid search strategy."

Presented at 7thingsmedia Breakfast Bites, Figaro Search Seminar, IAB Workshop, June 2014

Published in: Marketing, Technology, Business
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Making an Efficient Generic Paid Search Strategy - 7thingsmedia - Figaro Search Seminar - June 2014

  1. 1. HOW TO MAKE GENERICS WORK THROUGH PAID SEARCH Presented by: Ben O’Neil, Account Manager 17th July 2014
  2. 2. Contents • 7thingsmedia introduction • Why invest? • Old World • Typical client briefs • How to optimise • Summary • Q&A @7thingsmedia @IABUK
  3. 3. Affiliates LONDON | NEW YORK | SINGAPORE Display International Leadgeneration Mobile PPC SEO Socialmedia
  4. 4. Today
  5. 5. Why invest in Generics? • Many question the value of generic paid search • Can budget be better spent elsewhere? • Account audits provide some shocking insight – Leads to scepticism of generic tactics @7thingsmedia @IABUK What are the benefits: • Direct Response technique • New customer acquisition • Branding element
  6. 6. Old world Keyword Grouping Ad Copy & Destination Successful Conversion @7thingsmedia @IABUK
  7. 7. Typical client briefs Client A: Fast Fashion Retailer Client B: City Centre Hotel Chain Client C: New Cosmetics Brand @7thingsmedia @IABUK
  8. 8. What issues could these brands face?
  9. 9. How can we optimise?
  10. 10. How do we optimise Google released over 1,000 changes to the Adwords eco-system in 2013 @7thingsmedia @IABUK
  11. 11. Match types Google Search receives 500 million never- before-seen queries per day Google UK, May 2014 @7thingsmedia @IABUK
  12. 12. Match types @7thingsmedia @IABUK
  13. 13. Match types Typical situation • Broad and Exact keyword match types – Match types both inefficient and constrictive Solution • Broad Modified keywords for long tail queries • Allow for greater intent, conversational searches @7thingsmedia @IABUK
  14. 14. How can Ad Scheduling help a brand?
  15. 15. Ad scheduling Ad Scheduling consistently NOT used in accounts We know conversion differs • Per hour • Per day • Per season • Different across verticals? @7thingsmedia @IABUK
  16. 16. Ad scheduling Typical situation: • Generic ads showing 24hrs a day, 7 days a week 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Midnight Noon Midnight Conversion Rate - 10% - 20% + 30% + 15% OFF Solution • Schedule ads to only run at key trading hours • Bid Adjustments to alter Ad Positioning @7thingsmedia @IABUK
  17. 17. Geo-targeting Conversion per location will also differ greatly • Does your brand have physical stores? − Where? Brand awareness not the only factor: • Affluence/disposable income? • Trends per region? • Weather? Where is your customer located? @7thingsmedia @IABUK
  18. 18. Geo-targeting Typical situation: • Targeting generics UK wide Solution • Geo-target store locations • Trial other locations over time − Discover your target audience • Bid Adjustments across regions, cities etc. @7thingsmedia @IABUK = Store Location
  19. 19. Enhanced campaigns Google release in February 2013 • “Marketing for a constantly connected world” • Removal of device specific targeting Wealth of wider releases • Bid Adjustments • Expanded Site Links • Remarketing for Search • New ad extensions @7thingsmedia @IABUK
  20. 20. How can device targeting be utilised?
  21. 21. Device targeting Desktop queries for clothing declined by -15%, while Mobile queries grew by 32% and Tablet searches grew by 40% - (Q4 2013 YoY) @7thingsmedia @IABUK
  22. 22. Device targeting Typical situation: • Responsive mobile site • Reducing bids on mobile - no analysis Solution • Analyse performance at campaign level • Take advantage of low cost traffic over competition @7thingsmedia @IABUK
  23. 23. Product Listing Ads Typical situation • “All Products” basic campaign build out • No negative keyword optimisation Solution • Build out of granular Ad Groups/Campaigns • More aggressive bidding strategies • Negative keyword’s for broad, low intent terms @7thingsmedia @IABUK
  24. 24. Product Listing Ads Typical situation • “All Products” basic campaign build out • No negative keyword optimisation Solution • Build out of granular Ad Groups/Campaigns • More aggressive bidding strategies • Negative keyword’s for broad, low intent terms @7thingsmedia @IABUK
  25. 25. Remarketing for Search Ads Remarketing now available on search text ads • Gathers IP addresses based on past behaviour • Past buyer? • Basket abandoned? • Browsed specific category? @7thingsmedia @IABUK
  26. 26. Remarketing for Search Ads @7thingsmedia @IABUK
  27. 27. How can a new brand make a noise?
  28. 28. Remarketing for Search Ads Typical situation • Remarketing for Search (RLSA) not being used • Or not being used correctly • Generic menswear keywords • 6% Conversion Rate • 7:1 ROI Client Example Solution • Gather IP addresses based on past behaviour • Utilise lists for more aggressive generic strategy – Higher ad positions for past visitors Previous buyer New? Anti Wrinkle Cream Abandoned basket @7thingsmedia @IABUK
  29. 29. Tactical generic targeting Tying together several of these efficiency tools, your generic strategy can become highly tactical • With restrictive budgets • Against more established competitors • You need to make a noise at the right time for your business @7thingsmedia @IABUK
  30. 30. How to make an impact 478% Revenue • Deliver generic ads: - At peak trading hours - In key locations - RLSA specific campaigns - During sale • December YoY • 20% Generic Revenue • 2.5:1 ROI Client Example @7thingsmedia @IABUK
  31. 31. Summary
  32. 32. Summary +anti +wrinkle +cream • Match Types • Ad Scheduling • Geo-targeting • Mobile Bid Strategy • Remarketing for Search • Tactical Generics EFFICIENT INCREMENTAL BUSINESS @7thingsmedia @IABUK
  33. 33. Questions
  34. 34. fin. connect: ben.oneil@7thingsmedia.com www.7thingsmedia.com @7thingsmedia Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2014 7thingsmedia LTD.

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