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PubCon Vegas 2017 Rebuild or Restructure

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PubCon Vegas 2017 session on paid search account structure and whether to rebuild your campaigns for mobile, or restructure them to account for mobile. It is star wars themed.

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PubCon Vegas 2017 Rebuild or Restructure

  1. 1. Restructure or Rebuild? Navah Hopkins
  2. 2. A Little About Me
  3. 3. | #PubCon @navahf e:nhopkins@wordstream.com 3 I work across my company’s entire book of business as a bounty hunter of happiness • Work with hundreds of agencies and advertisers of all skill levels across the globe. • I’ve been having fun with digital marketing since 2008 • Work directly with AdWords and Bing on innovating how our partnership can continue to drive value to the team and our the customers
  4. 4. | #PubCon @navahf e:nhopkins@wordstream.com 4 I know PPC often gets associated with the “Dark Side”
  5. 5. | #PubCon @navahf e:nhopkins@wordstream.com 5 Let’s begin with an analogy on structure
  6. 6. | #PubCon @navahf e:nhopkins@wordstream.com 6 • Holds the money and power • Sets the strategic objective • Delegates tasks to opratives it trusts (read has data) Campaigns are the Sith Lords (CEOs)
  7. 7. | #PubCon @navahf e:nhopkins@wordstream.com 7 • Cares about employees (keywords) and wants them to get raises (access to budget) • Has some strategic autonomy. • If promoted too early, could get ignored. Ad Groups are the trusted operatives (managers)
  8. 8. | #PubCon @navahf e:nhopkins@wordstream.com 8 • Doing all the work (entering the auction) and always wants a raise (more access to budget) • Always fighting to prove themselves and hates competition • Can steal credit or get completely ignored depending on the culture (account structure) Keywords are the troopers (employees)
  9. 9. | #PubCon @navahf e:nhopkins@wordstream.com 9 We’re going to talk a lot about device specific mechanics, but this analogy is really important
  10. 10. | #PubCon @navahf e:nhopkins@wordstream.com 10 Know What Kind of Organization You Want to Build
  11. 11. | #PubCon @navahf e:nhopkins@wordstream.com 11 Were You Set Up for Success, But Now Aren’t Sure if Existing Strategies are Viable?
  12. 12. | #PubCon @navahf e:nhopkins@wordstream.com 12 Know What Each Stake Holder in Your Account Cares About and How They Think. Have They Changed?
  13. 13. | #PubCon @navahf e:nhopkins@wordstream.com 13 So Mobile… 1 Device Agnostic Bidding 2 Mobile Specific Campaigns 3 Mobile Ad Groups 4 Keyword Theory by device 5 Let’s Make a Choice
  14. 14. 14| #PubCon @navahf Device Agnostic Bidding
  15. 15. | #PubCon @navahf e:nhopkins@wordstream.com 15 Let’s Take a Trip Back in Time
  16. 16. | #PubCon @navahf e:nhopkins@wordstream.com 16 Do you remember when the SERP looked like this?
  17. 17. | #PubCon @navahf e:nhopkins@wordstream.com 17 And then changed to this?
  18. 18. | #PubCon @navahf e:nhopkins@wordstream.com 18
  19. 19. | #PubCon @navahf e:nhopkins@wordstream.com 19 The reason some folks freaked out is because of enhanced campaigns With enhanced campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place. Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns. - Google Blog, 2013
  20. 20. | #PubCon @navahf e:nhopkins@wordstream.com 20 But the panic was unwarranted
  21. 21. | #PubCon @navahf e:nhopkins@wordstream.com 21 The use of bid adjustments to focus budget towards or away from specific devices (computers, tablets, and smart phones). Because device agnostic bidding soon followed:
  22. 22. | #PubCon @navahf e:nhopkins@wordstream.com 22 Essentially We Took This Guy
  23. 23. | #PubCon @navahf e:nhopkins@wordstream.com 23 And Asked Him to Delegate
  24. 24. | #PubCon @navahf e:nhopkins@wordstream.com 24 Some Opted to Sell Off Parts of Their Business (Build New Device Specific Campaigns)
  25. 25. | #PubCon @navahf e:nhopkins@wordstream.com 25 While others began empowering managers (bid adjustments)
  26. 26. | #PubCon @navahf e:nhopkins@wordstream.com 26 Everyone’s “Right” Answer Will Be Different – Let’s Find Yours!
  27. 27. 27| #PubCon @navahf Mobile Specific Campaigns
  28. 28. #PubCon @navahf 28 Conversion Rate and Value Better by Certain Devices
  29. 29. | #PubCon @navahf e:nhopkins@wordstream.com 29 Unless You’re Ecommerce, Phone Calls are Usually the Most Valuable 40% OF MOBILE SEARCHES HAVE LOCAL INTENT (GOOGLE MOBILE MOMENTS STUDY)
  30. 30. | #PubCon @navahf e:nhopkins@wordstream.com 30 Here’s the problem: Phone Calls Don’t Get Equal SERP Share 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Search Only Search Including Partners & Display Select Impression Share For Phone Calls 9/15/17 – 10/14/17 > 50% Impression Share Lost to Rank 50%-25% Impression Share Lost to Rank <25% Lost to Rank *Data collected from 4000 campaigns that have at least 1 phone call
  31. 31. | #PubCon @navahf e:nhopkins@wordstream.com 31 Why were we only getting 50% of available impressions?
  32. 32. | #PubCon @navahf e:nhopkins@wordstream.com 32 Some Customers Search When We’re Not Open
  33. 33. | #PubCon @navahf e:nhopkins@wordstream.com 33 Client Case Study: Koru K9
  34. 34. | #PubCon @navahf e:nhopkins@wordstream.com 34 Breakdown of All Conversions from July 2017 Conversions Computer Mobile Tablet Tablets only had 10 conversions
  35. 35. | #PubCon @navahf e:nhopkins@wordstream.com 35 Tablets Historically Have a Lower Conversion Rate 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Conversion Rate Conversion Rate By Device Computer Mobile Tablet
  36. 36. | #PubCon @navahf e:nhopkins@wordstream.com 36 Averages Can Be Deceiving
  37. 37. | #PubCon @navahf e:nhopkins@wordstream.com 37 Devices Can Go From Hero to Zero Depending on Day of the Week $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 Tuesday Sunday Average CPA By Device & Day (7/17 – 9/17) Computer Mobile Tablet
  38. 38. | #PubCon @navahf e:nhopkins@wordstream.com 38 Auction Prices Have a Lot to Do with This $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 Tuesday Sunday Average CPC By Device & Day (7/17 – 9/17) Computer Mobile Tablet
  39. 39. | #PubCon @navahf e:nhopkins@wordstream.com 39 Schedules are Campaign Level Settings in AdWords You Can Join the Bing Rebellion if You Want Ad Group Level Schedules
  40. 40. | #PubCon @navahf e:nhopkins@wordstream.com 40 So we decided to craft a weekend campaign for tablets (mobile was still invited).
  41. 41. | #PubCon @navahf e:nhopkins@wordstream.com 41 We Dropped Sunday’s CPA Down to $10.41 from $16.32 0 2 4 6 8 10 12 14 16 18 Mobile Weekend Campaign Tablet Weekend Campaign Mobile Pre-Weekend Campaign Tablet Pre-Weekend Campaign Mobile & Tablet CPA & Conversions CPA Conversions
  42. 42. | #PubCon @navahf e:nhopkins@wordstream.com 42 Device Potential Might be Equal, but Intent is Not. Budget For Profitable Intent!
  43. 43. #PubCon @navahf 43 Auction Prices Better by Device
  44. 44. | #PubCon @navahf e:nhopkins@wordstream.com 44 You have to go for #1 on mobile Android iOs
  45. 45. | #PubCon @navahf e:nhopkins@wordstream.com 45 But if Our Budget Can’t Support the Bids, it Won’t Matter
  46. 46. | #PubCon @navahf e:nhopkins@wordstream.com 46 Can We Afford the Auctions? Will the cpc fit in the budget once we account for first position?
  47. 47. | #PubCon @navahf e:nhopkins@wordstream.com 47 Remember – we’re going for at least 10 clicks a day
  48. 48. | #PubCon @navahf e:nhopkins@wordstream.com 48 All Devices Paint One Picture All Device Clicks East Bay North Bay 414 247 North Bay Average CPC: $2.75 North Bay Conversion Rate: 6.9% Eaast Bay Average CPC: $2.57 East Bay Conversion Rate: 9.4%
  49. 49. | #PubCon @navahf e:nhopkins@wordstream.com 49 Budget for the Volume We Need By Device & Don’t Reward losersMobile Clicks East Bay Mobile North Bay Mobile Average CPC: $2.83 8% Conversion Rate vs 3.4% Desktop conversion Rate Average CPC: $2.62 9.2% Conversion Rate vs 12% Desktop Conversion Rate 293 160
  50. 50. | #PubCon @navahf e:nhopkins@wordstream.com 50 In Both Cases, Mobile Accounted For 70% of Traffic: Mobile Specific Campaigns Makes Sense!
  51. 51. | #PubCon @navahf e:nhopkins@wordstream.com 51 However We Will Absolutely Play Favorites: By Average CPC & Conversion Rate
  52. 52. | #PubCon @navahf e:nhopkins@wordstream.com 52 • More control over auction prices and budget allocation • Capture consumers at the right level of intent. • Allow a closer marriage of “real world” business metrics and account success So what would we achieve by having device oriented campaigns?
  53. 53. | #PubCon @navahf e:nhopkins@wordstream.com 53 • More campaigns = more budget/budget spread thin • Data equity revamp = slower performance • More to manage What are the down sides?
  54. 54. 54| #PubCon @navahf Mobile Ad Groups
  55. 55. | #PubCon @navahf e:nhopkins@wordstream.com 55 Some Have Held Back and Are Using Bid Adjustments
  56. 56. #PubCon @navahf 56 Campaigns are old
  57. 57. | #PubCon @navahf e:nhopkins@wordstream.com 57 Predictable Performance is Profitable
  58. 58. | #PubCon @navahf e:nhopkins@wordstream.com 58 No One Wants to Manage an Account with Hundreds of Campaigns
  59. 59. | #PubCon @navahf e:nhopkins@wordstream.com 59 Average CPC By Device Shows Minimal Difference $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Average CPC Average CPC Computer Mobile Tablet 0 1 2 3 4 5 6 7 8 Conversions Conversions Computer Mobile Tablet
  60. 60. | #PubCon @navahf e:nhopkins@wordstream.com 60 Conversely There Are Clear Winners By Day of the Week 0 2 4 6 8 10 12 14 16 18 20 Conversions Conversions by Day Of Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday Saturday CPA $9.29
  61. 61. | #PubCon @navahf e:nhopkins@wordstream.com 61 This is a Sign to Use Bid Adjustments in existing Campaigns
  62. 62. #PubCon @navahf 62 Short Term vs Long Term Success
  63. 63. | #PubCon @navahf e:nhopkins@wordstream.com 63 Can’t Afford to Slow Current Leads at this Time
  64. 64. | #PubCon @navahf e:nhopkins@wordstream.com 64 New Campaigns Need at Least 3-4 weeks to Get Ramped Up
  65. 65. | #PubCon @navahf e:nhopkins@wordstream.com 65 Structure is Sound, but Certain Keywords Have More Mobile Intent
  66. 66. | #PubCon @navahf e:nhopkins@wordstream.com 66 Bid Adjustments Can Act as a Proof of Concept Before Taking the Plunge
  67. 67. | #PubCon @navahf e:nhopkins@wordstream.com 67 • Keep the data • Less Campaigns to manage • No interruptions to lead-flow So what would we achieve by having device oriented ad groups?
  68. 68. | #PubCon @navahf e:nhopkins@wordstream.com 68 • Less control over budget allocation • Keyword sacrifices to maintain 5-7 ad group structure • Not able to perfectly attribute traffic What are the down sides?
  69. 69. | #PubCon @navahf e:nhopkins@wordstream.com 69 All of This is Great But it Needs to be Grounded in Your Business
  70. 70. 70| #PubCon @navahf Keyword Theory By Device
  71. 71. | #PubCon @navahf e:nhopkins@wordstream.com 71 Questions Used to Belong Almost Exclusively to SEO
  72. 72. | #PubCon @navahf e:nhopkins@wordstream.com 72 Because this is what it would pull up: Organic Organic
  73. 73. | #PubCon @navahf e:nhopkins@wordstream.com 73 But then Search Networks Got Smarter
  74. 74. | #PubCon @navahf e:nhopkins@wordstream.com 74 Will There Be an Ad for this Query?
  75. 75. | #PubCon @navahf e:nhopkins@wordstream.com 75 Desktop
  76. 76. | #PubCon @navahf e:nhopkins@wordstream.com 76 Mobile
  77. 77. | #PubCon @navahf e:nhopkins@wordstream.com 77 Tablet
  78. 78. | #PubCon @navahf e:nhopkins@wordstream.com 78 The Line Between Research and Transaction is Blurring
  79. 79. | #PubCon @navahf e:nhopkins@wordstream.com 79 My Campaign/Ad Group Averages Were Biasing Me
  80. 80. | #PubCon @navahf e:nhopkins@wordstream.com 80 Voice Search Made Me Rethink My Position
  81. 81. | #PubCon @navahf e:nhopkins@wordstream.com 81 Does Your Business Benefit From in the Moment Queries?
  82. 82. | #PubCon @navahf e:nhopkins@wordstream.com 82 Or is a Long Research User A Better Fit?
  83. 83. | #PubCon @navahf e:nhopkins@wordstream.com 83 Depending on the Answer We May Want to Revisit Our Negatives and SERPs
  84. 84. | #PubCon @navahf e:nhopkins@wordstream.com 84 • Full sentences: broad, exact • “near me”: mod. broad, phrase, exact • “…reviews”: phrase and exact Keywords for Mobile
  85. 85. | #PubCon @navahf e:nhopkins@wordstream.com 85 • Sentence fragments: mod. broad, phrase, exact • “…price”/ “…quote”: mod. broad, phrase, exact • “…platform/software”: mod. broad, phrase, and exact Keywords for Desktop
  86. 86. | #PubCon @navahf e:nhopkins@wordstream.com 86 • Remarketing audiences: broad • “reviews”: mod. broad, phrase, exact • “…deals”: mod. broad, phrase, and exact Keywords for Tablet
  87. 87. 87| #PubCon @navahf Let’s Make a Choice!
  88. 88. | #PubCon @navahf e:nhopkins@wordstream.com 88 Here are the action steps you can take today to decide what path makes sense for you!
  89. 89. | #PubCon @navahf e:nhopkins@wordstream.com 89 Step One: Segment Ad Groups by Device, and Look For Winners.
  90. 90. | #PubCon @navahf e:nhopkins@wordstream.com 90 Step Two: Audit Auction Prices Against Keywords and Device Specific Trends.
  91. 91. | #PubCon @navahf e:nhopkins@wordstream.com 91 Step Three: Assess Leads, Conversion Rates, and Quality by Device
  92. 92. | #PubCon @navahf e:nhopkins@wordstream.com 92 Step Four: Consider Current Campaigns and Whether Their Equity is too Valuable to Interrupt
  93. 93. | #PubCon @navahf e:nhopkins@wordstream.com 93 Step Five: Restructure or Rebuild
  94. 94. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you!

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