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Marta Turek
Meditative
@MTurek
#SMX #13C
October 1, 2013
WHY YOU NEED TO TREAT
CLICK-TO-CALL
CAMPAIGNS DIFFERENTLY
#
2
WHO WE ARE
OUR RESEARCH INSIGHTS OVER THE YEARS
2004
2005
2007
2010
2009
2012
2011
Inside The Mind
of The Searcher
Searc...
CLICK TO CALL IN AN ENHANCED CAMPAIGNS WORLD
TODAY’S TOPIC
How to Maintain Budget Control?
3
1
Impact of Core Desktop Acco...
THE CHALLENGE
BUDGET ALLOCATION SHIFT IN % TERMS
SMX ADVANCED 2013
POST-ENHANCED CAMPAIGNS
PRE POST % CHG.
MOBILE : 10.2% ...
THE CHALLENGE
BUDGET ALLOCATION SHIFT IN $ TERMS
Assume $600K Total Budget
POST-ENHANCED CAMPAIGNS
PRE POST $ CHG
MOBILE :...
BUDGET ALLOCATION RISK
CHALLENGE
6.61% shift in budget to Mobile
$40K increase on a $61K Total Budget
65% increase in Mobi...
TEST: STANDALONE MOBILE ACCOUNT
Question: Is it possible to maintain separate accounts
to control core desktop vs. mobile ...
MOBILE ACCOUNT BIDDING FORMULA
X = (Historic Keyword Bid) – (Historic
Keyword Bid * 0.75)
FORMULA 1: Determine Desktop Bid...
MOBILE CLICK TO CALL SET UP
• Set up call extension that enables
clicks only on phone number
• Exclude Headline Click
MOBILE CLICK TO CALL SET UP
Your Ad with just the
Phone Number
Both my website and
the phone number
BUDGET DISTRIBUTION – MOBILE ACCOUNT
0
10
20
30
40
50
60
0
500
1000
1500
2000
2500
3000
3500
7/1/2013 7/8/2013 7/15/2013 7...
BUDGET DISTRIBUTION CONTINUED
Week Computers
Mobile devices with
full browsers
Tablets with
full browsers
7/1/2013 0.00% 1...
MOBILE ACCOUNT – BUDGET ALLOCATION
PRE-ENHANCED CAMPAIGNS
PRE POST % CHG.
MOBILE : 100% 90.09% -9.91%
TABLET: 0% 0.79% +0....
MOBILE ACCOUNT – BUDGET ALLOCATION
POST-ENHANCED CAMPAIGNS
PRE POST $ CHG.
MOBILE : 60K $54K -$6K
TABLET: $0 $474 +$474
CO...
BUDGET ALLOCATION RISK
SUMMARY CONCLUSION
BY SETTING UP A SEPARATE MOBILE ACCOUNT YOU:
Remove Desktop Budget from the Risk...
LEARNING: DESKTOP ACCOUNT IMPACT
Question: What impact does the performance of the
core desktop account have on the mobile...
IMPACT OF TESTING IN DESKTOP ACCOUNT
COMPUTER CLICKS – DESKTOP VS. MOBILE
117
100
92 94
11
15 17
0
20
40
60
80
100
120
140...
IMPACT OF TESTING IN DESKTOP ACCOUNT
COMPUTER CLICKS SHIFT TO MOBILE
Computers % of Clicks
Week
Desktop
Account
Mobile
Acc...
IMPACT OF TESTING IN DESKTOP ACCOUNT
IMPRESSIONS SHIFT TO MOBILE ACCOUNT
2891
3004
2234
2308
742 730 685
0
500
1000
1500
2...
IMPACT OF TESTING IN DESKTOP ACCOUNT
SUMMARY CONCLUSION
BALANCE BETWEEN DESKTOP & MOBILE ACCOUNT
Small Changes in desktop ...
WHAT WE WOULD HAVE DONE DIFFERENTLY
BRAND KEYWORDS IN MOBILE
MOBILE ACCOUNT DESKTOP ACCOUNT
Enhanced Campaigns
Full Opt-in...
WHAT WE WOULD HAVE DONE DIFFERENTLY
DESKTOP ACCOUNT CHANGES IMPACT MOBILE
Mobile Account
Brand Kwd Quality Score
Desktop A...
WHAT WE WOULD HAVE DONE DIFFERENTLY
A NEW FORMULA FOR BRAND KEYWORDS
Non-Brand Keywords
Brand Keywords
X = (Historic Keywo...
WHAT WE WOULD HAVE DONE DIFFERENTLY
SUMMARY CONCLUSION
BID DIFFERENTLY ON BRAND VS. NON-BRAND IN MOBILE
Our Mistake: Brand...
3 THINGS TO REMEMBER
THE FINAL WORD
Maintain better budget control by setting up separate
Mobile vs. Desktop Account1
Any ...
26
Over 300 Digital Marketing Resources Available
Visit www.mediative.com/resources
Marta Turek
marta.turek@mediative.com
...
http://www.slideshare.net/SearchMarketingExpo
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see more presentations at:
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Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

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From SMX East 2013 / SearchMarketingExpo.com - How To Do Click-To-Call In An Enhanced Campaign World - #SMX #13C by @MTurkek.

Slide deck from Marta Turek of Meditative on Best Practices & Worst Mistakes made when managing desktop and mobile campaigns in the new Google Adwords Enhanced Campaigns.

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Why You Need to Treat Click-to-Call Differently with Enhanced Campaigns

  1. 1. # Marta Turek Meditative @MTurek #SMX #13C October 1, 2013 WHY YOU NEED TO TREAT CLICK-TO-CALL CAMPAIGNS DIFFERENTLY #
  2. 2. 2 WHO WE ARE OUR RESEARCH INSIGHTS OVER THE YEARS 2004 2005 2007 2010 2009 2012 2011 Inside The Mind of The Searcher Search Engine Usage Research Google Golden Triangle Barriers On a Website Mapping the BuyerSphere Google Instant Results Google Places Desktop & Mobile PPC & Display User Purchase Behaviour Branching Out From Search Research 2013 Facebook Graph Search Study 2013 Local Search Behaviour on Mobile
  3. 3. CLICK TO CALL IN AN ENHANCED CAMPAIGNS WORLD TODAY’S TOPIC How to Maintain Budget Control? 3 1 Impact of Core Desktop Account on Mobile Account 2 3Managing Brand Keywords in Mobile Account MARTA TUREK Group Manager Performance Media TODAY’S PRESENTER MOBILE ACCOUNT STRATEGY
  4. 4. THE CHALLENGE BUDGET ALLOCATION SHIFT IN % TERMS SMX ADVANCED 2013 POST-ENHANCED CAMPAIGNS PRE POST % CHG. MOBILE : 10.2% 16.8% +6.61% TABLET: 10.2% 11.6% +1.4% COMPUTER: 79.6% 71.6% -8% Source: Hanapin Marketing – SMX Advanced Deck 2013
  5. 5. THE CHALLENGE BUDGET ALLOCATION SHIFT IN $ TERMS Assume $600K Total Budget POST-ENHANCED CAMPAIGNS PRE POST $ CHG MOBILE : $61.2K $100.8K +$39.6K TABLET: $61.2K $69.6K +$8.4K COMPUTER:$477.6K $429.6K $-48K
  6. 6. BUDGET ALLOCATION RISK CHALLENGE 6.61% shift in budget to Mobile $40K increase on a $61K Total Budget 65% increase in Mobile Budget 6 Risk shifting significant percentage of desktop budget to mobile
  7. 7. TEST: STANDALONE MOBILE ACCOUNT Question: Is it possible to maintain separate accounts to control core desktop vs. mobile budget? Goal: Maintain Budget Control (Desktop vs. Mobile) by having separate Desktop vs. Mobile Accounts Test: Mobile Account Runs Mobile Click to Call Ads Desktop Account Set -100% on Mobile Start Date: 22 July 2013 Duration: 6 Weeks 7
  8. 8. MOBILE ACCOUNT BIDDING FORMULA X = (Historic Keyword Bid) – (Historic Keyword Bid * 0.75) FORMULA 1: Determine Desktop Bid New Max CPC Bid = X + (X *300%) FORMULA 2: Set Mobile Bid Goal: Set up custom keyword bids with a low CPC bid on desktop & tablet devices BUT maintain same historic mobile bid
  9. 9. MOBILE CLICK TO CALL SET UP • Set up call extension that enables clicks only on phone number • Exclude Headline Click
  10. 10. MOBILE CLICK TO CALL SET UP Your Ad with just the Phone Number Both my website and the phone number
  11. 11. BUDGET DISTRIBUTION – MOBILE ACCOUNT 0 10 20 30 40 50 60 0 500 1000 1500 2000 2500 3000 3500 7/1/2013 7/8/2013 7/15/2013 7/22/2013 7/29/2013 8/5/2013 8/12/2013 8/19/2013 8/26/2013 9/2/2013 Tablets Computers&Mobile Computers Mobile devices with full browsers Tablets with full browsers Enhanced Campaigns Launch Week 1: Computer budget shift 20% Tablet: Only 2.34%
  12. 12. BUDGET DISTRIBUTION CONTINUED Week Computers Mobile devices with full browsers Tablets with full browsers 7/1/2013 0.00% 100.00% 0.00% 7/8/2013 0.00% 100.00% 0.00% 7/15/2013 0.43% 99.57% 0.00% 7/22/2013 20.28% 77.38% 2.34% 7/29/2013 9.87% 89.63% 0.50% 8/5/2013 10.61% 88.61% 0.78% 8/12/2013 15.39% 83.42% 1.19% 8/19/2013 11.72% 87.03% 1.25% 8/26/2013 9.51% 89.32% 1.16% 9/2/2013 9.12% 90.09% 0.79% Over 6-week period Mobile Devices rebound to 90.09% of Budget
  13. 13. MOBILE ACCOUNT – BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS PRE POST % CHG. MOBILE : 100% 90.09% -9.91% TABLET: 0% 0.79% +0.79 COMPUTER: 0% 9.12% +9.12% 9.91% Budget Shifted from Mobile Device
  14. 14. MOBILE ACCOUNT – BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS PRE POST $ CHG. MOBILE : 60K $54K -$6K TABLET: $0 $474 +$474 COMPUTER: $0 $5,472 +$5K Only $60K Mobile Budget impacted vs. $600K Total Budget
  15. 15. BUDGET ALLOCATION RISK SUMMARY CONCLUSION BY SETTING UP A SEPARATE MOBILE ACCOUNT YOU: Remove Desktop Budget from the Risk Equation 1 Maintain Better Budget Control 2 Minimize the Absolute $ Impact of Desktop & Tablet on Mobile Campaigns3
  16. 16. LEARNING: DESKTOP ACCOUNT IMPACT Question: What impact does the performance of the core desktop account have on the mobile account? Observation: Changes in Desktop impact Mobile performance Desktop Account: Landing Page Testing – New Campaigns Challenge: Poor Landing Page Experience in Test Campaigns Campaigns: Brand Keywords Start Date: July 15th End Date: August 15th 1 6
  17. 17. IMPACT OF TESTING IN DESKTOP ACCOUNT COMPUTER CLICKS – DESKTOP VS. MOBILE 117 100 92 94 11 15 17 0 20 40 60 80 100 120 140 0 200 400 600 800 1000 1200 1400 1600 1800 7/1/2013 7/8/2013 7/15/2013 7/22/2013 7/29/2013 8/5/2013 8/12/2013 8/19/2013 8/26/2013 9/2/2013 Computers–MobileAccount Computers–DesktopAccount Computers - Desktop Account Computers - Mobile Account Landing Page Testing – Desktop Account Enhanced Campaigns Launch Mobile Computer Clicks Drop from 9% of Total to 1%
  18. 18. IMPACT OF TESTING IN DESKTOP ACCOUNT COMPUTER CLICKS SHIFT TO MOBILE Computers % of Clicks Week Desktop Account Mobile Account 7/1/2013 100% 0% 7/8/2013 100% 0% 7/15/2013 100% 0% 7/22/2013 90.6% 9.4% 7/29/2013 91.4% 8.6% 8/5/2013 91.4% 8.6% 8/12/2013 90.2% 9.8% 8/19/2013 99.3% 0.7% 8/26/2013 99.0% 1.0% 9/2/2013 98.9% 1.1% Once test paused Computer Clicks shift back to Desktop Account
  19. 19. IMPACT OF TESTING IN DESKTOP ACCOUNT IMPRESSIONS SHIFT TO MOBILE ACCOUNT 2891 3004 2234 2308 742 730 685 0 500 1000 1500 2000 2500 3000 3500 0 2000 4000 6000 8000 10000 12000 7/1/2013 7/8/2013 7/15/2013 7/22/2013 7/29/2013 8/5/2013 8/12/2013 8/19/2013 8/26/2013 9/2/2013 Computers–MobileAccount Computers–DesktopAccount Computers - Desktop Account Computers - Mobile Account Landing Page Testing - Desktop Account Mobile Account Impressions Drop from 20% to 7.4% after test
  20. 20. IMPACT OF TESTING IN DESKTOP ACCOUNT SUMMARY CONCLUSION BALANCE BETWEEN DESKTOP & MOBILE ACCOUNT Small Changes in desktop account can quickly shift Computer impressions & clicks to mobile account1 Monitor Computer & Tablet Clicks at least Weekly in Mobile Account2 Any negative changes in Desktop Account will impact Computer clicks in Mobile account3
  21. 21. WHAT WE WOULD HAVE DONE DIFFERENTLY BRAND KEYWORDS IN MOBILE MOBILE ACCOUNT DESKTOP ACCOUNT Enhanced Campaigns Full Opt-in Brand CPC Bid Non-Enhanced Campaigns (-100%) Brand CPC Bid Mobile $4 Computer $1 Computer $1 Tablet $4 Mobile Account Kwd Bid = Desktop Account Kwd Bid
  22. 22. WHAT WE WOULD HAVE DONE DIFFERENTLY DESKTOP ACCOUNT CHANGES IMPACT MOBILE Mobile Account Brand Kwd Quality Score Desktop Account Brand Kwd Quality Score Mobile Account Computer Clicks Desktop Account Computer Clicks With Equal Bid on Brand Keywords; negative changes in Desktop Account will shift Computer Clicks to Mobile Account
  23. 23. WHAT WE WOULD HAVE DONE DIFFERENTLY A NEW FORMULA FOR BRAND KEYWORDS Non-Brand Keywords Brand Keywords X = (Historic Keyword Bid) – (Historic Keyword Bid * 0.75) X = (Historic Keyword CPC) – (Historic Keyword CPC * 0.75) Brand Keyword Bid should be determined based on Historic CPC; not Historic Bid
  24. 24. WHAT WE WOULD HAVE DONE DIFFERENTLY SUMMARY CONCLUSION BID DIFFERENTLY ON BRAND VS. NON-BRAND IN MOBILE Our Mistake: Brand Bids stayed at high willingness to pay in Mobile Account1 Harder to control brand with bid adjustments as you are working with lower absolute numbers2 Set Desktop Bid in Mobile account based on historic avg. CPC – not historic avg. bid3
  25. 25. 3 THINGS TO REMEMBER THE FINAL WORD Maintain better budget control by setting up separate Mobile vs. Desktop Account1 Any testing / negative changes in desktop account will see clicks & impressions shift to mobile account2 Set different Base Desktop Bids on brand vs. non- brand keywords in mobile account3
  26. 26. 26 Over 300 Digital Marketing Resources Available Visit www.mediative.com/resources Marta Turek marta.turek@mediative.com Twitter: @MTurek THANK YOU! QUESTIONS?
  27. 27. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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