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A Brave New World: Adjusting To SEM For 2017 By Aaron Levy

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Exploring The Upcoming AdWords Changes. PRESENTATION: A Brave New World: Adjusting To SEM For 2017 - Given by Aaron Levy, @bigalittlea - Elite SEM, Manager of Client Strategy. #SMX #12B

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A Brave New World: Adjusting To SEM For 2017 By Aaron Levy

  1. 1. #SMX #12B @bigalittlea Aaron Levy – Manager of Client Strategy – Elite SEM A BRAVE NEW WORLD: ADJUSTING TO SEM FOR 2017
  2. 2. #SMX #12B @bigalittlea HI! I’M AARON! Lead team “NE-Not-NYC” @ Elite SEM. I teach at Drexel & UVM. This is me as a Peanuts character.* *Yes I used this joke last year. So sue me. @bigalittlea
  3. 3. #SMX #12B @bigalittlea Award-Winning Digital Marketing Agency AD AGE Best Agency Culture AD AGE Top 25 US Search Agencies US SEARCH AWARDS #1 Best Agency INC. 5000 Listed Since 2007 MASHABLE #1 Best Tech Companies to Work For ENTREPRENEUR #1 Top Company Culture CRAIN’S NYC #1 Best Place to Work
  4. 4. #SMX #12B @bigalittlea BORN FROM ECOMMERCE
  5. 5. #SMX #12B @bigalittlea#SMX #12B @bigalittlea
  6. 6. #SMX #12B @bigalittlea WE DON’T HAVE TO FREAK OUT! ...but sometimes we do anyway
  7. 7. #SMX #12B @bigalittlea SCORING THE 9 BIGGEST CHANGES TO SEM IN 2016
  8. 8. #SMX #12B @bigalittlea IMPACT EFFORT ETA’S CONV CLICKS DBA NEW EXT RIGHT RAIL LAST CLICK CUST MATCH ORDER ID DEMO
  9. 9. #SMX #12B @bigalittlea 1: THE BACK END
  10. 10. #SMX #12B @bigalittlea CONVERTED CLICKS RIP CONVERTED CLICKS
  11. 11. #SMX #12B @bigalittlea DEATH OF CONVERTED CLICKS multiple pixels? can’t count individual users cross device included by default – expect a 20% lift in “conversions” you already had expect volatility throughout October suspicious order behavior? i got a tip for you...
  12. 12. #SMX #12B @bigalittlea ORDER ID CAPTURE map back conversion ID’s to CRM identify new vs. returning customers fraud orders & de-dupes moderate effort, nice payback learn more at bit.ly/idcapture
  13. 13. #SMX #12B @bigalittlea FULL “FUNNEL” ATTRIBUTION bit.ly/smxattribution
  14. 14. #SMX #12B @bigalittlea 2: THE VISUALS #SMX #12B @bigalittlea
  15. 15. #SMX #12B @bigalittlea PRICE EXTENSIONS tend to show alone 10-30% of queries flat CTR (vs. 10-30% lift with sitelinks) NEVER get clicked (<5%) low effort, low (if any) reward
  16. 16. #SMX #12B @bigalittlea BING THE COPYCAT snippets, callouts and images, oh my! images on their deathbed no tangible lift from snippets & callouts
  17. 17. #SMX #12B @bigalittlea
  18. 18. #SMX #12B @bigalittlea#SMX #12B @bigalittlea
  19. 19. #SMX #12B @bigalittlea
  20. 20. #SMX #12B @bigalittlea SEE YA RIGHT RAIL position 1-3 cpc’s unaffected, 3-4 up 22% & 4-5 up 15% “other” conversion rates up 15% position 5-8 ctr increased by 86% in aggregate total inventory flat, but position 4+ inventory down 50%
  21. 21. #SMX #12B @bigalittlea#SMX #12B @bigalittlea
  22. 22. #SMX #12B @bigalittlea SURPRISE WINNER? #SMX #12B @bigalittlea BIT.LY/POSITION4
  23. 23. #SMX #12B @bigalittlea#SMX #12B @bigalittlea
  24. 24. #SMX #12B @bigalittlea#SMX #12B @bigalittlea OMG! THE DEADLINE IS COMING THE DEADLINE IS COMING!
  25. 25. #SMX #12B @bigalittlea#SMX #12B @bigalittlea
  26. 26. #SMX #12B @bigalittlea EXPANDED TEXT AD DATASET 1 #SMX #12B @bigalittlea CTR increased 55% CPC decreased 8% CVR increased 6% CPA decreased by 13%
  27. 27. #SMX #12B @bigalittlea EXPANDED TEXT AD DATASET 2 CTR decreased 17.5% CPC increased 13% CVR improved 6% (yay!) CPA rose by 7%
  28. 28. #SMX #12B @bigalittlea EXPANDED TEXT AD DATASET 3 CTR increased 24% (that’s more like it) CPC increased 13% (again??) CVR decreased 36% (the hell?!) CPA rose by 76% #SMX #XXA @bigalittlea#SMX #12B @bigalittlea
  29. 29. #SMX #12B @bigalittlea ETA WTH?!?!?? PROMO HEAVY NO TESTING NO TESTING BRAND HEAVY NON-BRAND HEAVY AVERAGE CTR 115% -178% 24% 3% 55% -3% CPC 7% 13% 13% -10% -8% 2% CVR -8% 6% -36% -2% 6% 2% CPA 16% 7% 76% -7% -13% flat
  30. 30. #SMX #12B @bigalittlea #1: STABLE CLIENTS STUNK
  31. 31. #SMX #12B @bigalittlea
  32. 32. #SMX #12B @bigalittlea $3.00 $3.50 $4.00 $4.50 $5.00 $5.50 $6.00 $6.50 $7.00 $7.50 $8.00 10% 15% 20% 25% CTR CPC
  33. 33. #SMX #12B @bigalittlea #2: VERY FEW HUGE WINS
  34. 34. #SMX #12B @bigalittlea MIGRATE TO ETA’S SLOWLY DO NOT rip off the band aid – use campaign experiments to control rotation run ETA’s and standard ads side by side – system serving 60/40 ETA’s for now test new fun stuff! Paths, countdowns (no longer ugly), headline swaps etc.
  35. 35. #SMX #12B @bigalittlea 3: THE AUDIENCE #SMX #12B @bigalittlea
  36. 36. #SMX #12B @bigalittlea CUSTOMER MATCH email meets remarketing... yay? largest account had ~10% of queries affected bad for customer acquisition (duh) look-a-like leaves something to be desired good for reactivation & seasonal buyers
  37. 37. #SMX #12B @bigalittlea
  38. 38. #SMX #12B @bigalittlea BOUGHT 300-365 DAYS AGO (we forget sometimes) OPPOSITE SEX (no presents for me!) MID-HIGH HHI (got money honey?) EVERY. KEYWORD. EVER.
  39. 39. #SMX #12B @bigalittlea DEMO AND GENDER following a theme of audience- based targeting tools just like hhi targeting, doesn’t collect data until you enable feature set create segmented campaigns with caution
  40. 40. #SMX #12B @bigalittlea DEMO AND GENDER
  41. 41. #SMX #12B @bigalittlea HHI TARGETING (when targeting significant areas) AGE – GENDER - PARENTAL (beware the unknown) REMARKETING & CUSTOMER MATCH (come here often?)
  42. 42. #SMX #12B @bigalittlea DEVICE WEALTH SCALE 8% 5% 6% 9% 7% 6% 12% 12% 10% 14% 14% 13% 19% 21% 19% 38% 41% 46% COMPOOTERS TABLETS MOBILE MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE
  43. 43. #SMX #12B @bigalittlea DEVICE AGE & GENDER 9% 22% 20% 12% 25% 25% 15% 19% 16% 22% 16% 16% 26% 10% 11% 17% 8% 11% TABLETS MOBILE COMP 18-24 25-34 35-44 45-54 55-64 65+ MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES 69% 63% 56% 31% 37% 44% Female Male
  44. 44. #SMX #12B @bigalittlea 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223 COMPUTERS MOBILE TABLETS DEVICE DEMAND CURVE SUN MON TUE WED THU FRI SAT NOBODY OWNS A HOME COMPUTER ANYMORE
  45. 45. #SMX #12B @bigalittlea DEVICE CONVERSION CURVE 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223 COMPUTERS MOBILE TABLETS SUN MON TUE WED THU FRI SAT MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY
  46. 46. #SMX #12B @bigalittlea DON’T KILL TABLETS
  47. 47. #SMX #12B @bigalittlea SHOULD YOU SEGMENT CAMPAIGNS BY DEVICE? I SURE WILL BE...
  48. 48. #SMX #12B @bigalittlea DBA AFTER EFFECTS tablet cpc’s will plummet to the tune of 70% computer cpc’s should lift by ~10% create segmented campaigns with caution
  49. 49. #SMX #12B @bigalittlea CHANGE IS USUALLY A GOOD THING WHEN YOU’RE PREPARED
  50. 50. #SMX #12B @bigalittlea THE FUTURE? ALL ABOUT AUDIENCE. #SMX #12B @bigalittlea
  51. 51. #SMX #12B @bigalittlea SEE YOU AT THE NEXT #SMX! THANK YOU!

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