NetElixir University will share their perspectives on the biggest developments from Google Marketing Live in our third Modern Search Month webinar. You’ll hear their expert takes on: - Discovery Ads - Gallery Ads - New Google Shopping experience - Other key updates

1. MODERN
SEARCH
FUNDAMENTALS OF SMART
BIDDING, MEASUREMENT, &
CREATIVE EXCELLENCE
MAY 9, 2019

2. AGENDA
THURSDAY, MAY 9TH:
INTRODUCTION TO AI & AUDIENCE
FRIDAY, MAY 10TH:
FUNDAMENTALS OF SMART BIDDING,
MEASUREMENT, & CREATIVE
EXCELLENCE
FRIDAY, MAY 17TH:
KEY UPDATES FROM GOOGLE
MARKETING LIVE
THURSDAY, MAY 30TH:
BING & AI, CO-HOSTED WITH BING
HEATHER DASET
NETELIXIR
MARKETING & EVENTS
SPEAKER
S
MANISH MOHAN
DIRECTOR OF PAID MEDIA

3. WE HELP RETAIL BRANDS
FIND & ACQUIRE
NEW CUSTOMERS

4. OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY
HUMANIZING EVERY CLICK.

5. 130+
TEAM
MEMBERS
3
GLOBAL
OFFICES
FEATURED PARTNERSHIPS

6. OUR SOLUTIONS
PAID SEARCH
ORGANIC SEARCH
PAID SOCIAL
WEB ANALYTICS
CONSULTING & CRO
AMAZON ADS
ECOMMERCE TECH
DEVELOPMENT SERVICES
Our integrated
digital marketing approach
helps brands own the search bar
OWN THE SEARCH BAR, EVERYWHERE

7. AUTOMATION
Smart Campaigns
Smart Bidding
Dynamic Search Ads
MODERN SEARCH
CREATIVE
EXCELLENCE
Responsive Search Ads
Responsive Display Ads
MEASUREMEN
T
Prominence Metrics
Non-Last Click Attribution
Experiments
TARGETING
Detailed Demographics
Advanced Audience Segments

8. AUTOMATION
Smart Campaigns
Smart Bidding

9. ADOPT A PHASED TRANSITION TO SMART BIDDING
AUTOMATION
MANUAL
BIDDING
SMART
BIDDING

10. AUTOMATED BIDDING SIGNALS
AUTOMATION

11. • Be selective - all campaigns don’t need smart bidding!
• Test Enhanced CPC | TROAS | TCPA based on business goals
• Map budgets to each smart bidding algorithm
• Eliminate contextual signals that corrupt the data
• Change goals based on seasonality & conversion delay
• Optimize creative by identifying winning phrases
SIX STEP PROCESS TO LAUNCH SMART BIDDING
AUTOMATION

12. • Set up multiple smart shopping campaigns for top categories
• Identify Target ROAS that’s realistic to maintain traffic levels
• Group low priority products into a catch all smart campaign
• Avoid overlap with pre-existing regular shopping campaigns
• Move goals based on seasonality
ARE SMART CAMPAIGNS A BLACK BOX?
AUTOMATION

13. INITIAL RESULTS: MACHINES VS HUMANS
AUTOMATION

14. CREATIVE EXCELLENCE
Responsive Search Ads
Responsive Display Ads

15. INCREMENTAL VALUE PLATEAUS BEYOND 3 ETAS
AUTOMATIONCREATIVEEXCELLENCE

16. RESPONSIVE ADS BRIDGE CREATIVE & CONTEXT
AUTOMATIONCREATIVEEXCELLENCE

17. • Segment your brand story into 15 headlines & 4 descriptions
• Test RSA for top traffic generating campaigns
• Use conclusive data from step 2 to expand into other campaigns
• Pin what you want your customers to see every single time!
• You are now testing 100’s of ad variants. Give it time before you analyze
• Measure incrementality from RSAs
SIX STEP LAUNCH PLAN FOR RESPONSIVE ADS
AUTOMATIONCREATIVEEXCELLENCE

18. • Added RSAs in ad groups that drove 80% of total traffic
• 47% higher CTR and 42% lower CPC
• 50% better ROAS
• 91% creative excellence score which is way above industry standard
RSA DRIVES +47% CTR FOR A LEADING
COMPUTER MANUFACTURER
AUTOMATIONCREATIVEEXCELLENCE

19. MEASUREMENT
Non-Last Click Attribution
Prominence Metrics

20. EVOLUTION TO THE DATA DRIVEN MODEL
AUTOMATIONCREATIVEEXCELLENCEMEASUREMENT

21. • Last click attribution data feeds incorrect signals into the AI engine
• New customer acquisition gets throttled as AI chases higher ROI terms
• Use NLC in Google Ads to enable better decisions by smart bidding
and smart campaigns
SMART BIDDING SUCCESS DEPENDS ON NLC ATTRIBUTION
AUTOMATIONCREATIVEEXCELLENCEMEASUREMENT

22. • Compare last clicks vs DDA data for every campaign over 4-12 weeks
• Re-assess what your media plan would have been if DDA was the primary attribution
• Switch to DDA retaining current budgets and bids for top performing assets.
• Once data starts flowing in, adjust budgets as per step 2 to let upper funnel terms
generate qualified traffic
• Be prepared to see a drop in ROAS for your previously high ROAS assets with the overall
account ROAS being stable
• Monitor variance in data between Google Ads and your primary Analytics platform and
adjust budgets and bids accordingly.
SIX STEP PLAN TO SWITCH TO DDA
AUTOMATIONCREATIVEEXCELLENCEMEASUREMENT

23. • Client has always used last click attribution since inception
• NetElixir implemented the phased approach to switch to DDA
• Upper funnel campaigns started getting traction and better credit for driving
conversions
• ROAS (as reported through last click in GA) went up by 33% due to the
redistributed spend across campaigns in Google Ads based on DDA.
DRIVING SUCCESS FOR A LEADING KITCHENWARE BRAND
AUTOMATIONCREATIVEEXCELLENCEMEASUREMENT

24. Focus on automation, creative
excellence, targeting and
measurement
Select smart bidding technique
based on business goals and
category nuances
Test RSAs in top traffic generating
campaigns to get statistically
significant data on winning phrases
Smart bidding success depends on
NLC attribution
MODERN SEARCH
RECAP