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5 Search Marketing Hacks that Don't Actually Work

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A deep dive into popular marketing strategies that could be hurting your account performance.

The world of online advertising changes everyday - meaning techniques that once were gospel may now be outdated and inefficient.

Are you clinging to best practices that are actually hurting your account?

Join our live webinar to find out:
-The serious side-effects of Single Keyword Ad Groups
-Why Automated Bidding Strategies aren't automatically awesome
-How Mobile Landing Pages may be landing you in trouble

Published in: Marketing
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5 Search Marketing Hacks that Don't Actually Work

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. 5 Search Marketing Hacks that Don’t Actually Work
  2. 2. 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. Meet Your Presenter Zina Kayyali Director of Customer Programs WordStream 5 years at the ‘Stream Secret history nerd
  5. 5. Me as Ben Franklin Me as Abraham Lincoln
  6. 6. WordStream had 40+ employees I was a member of a 6 person CS team What’s Fake News? Things That Were True in 2013 Me & half the whole company in 2013
  7. 7. WordStream has 240+ employees I am a member of a 50 person CS team (and growing)! We constantly hear about fake news Things That Are True in 2018Our CEO, Ralph Folz This picture only captured ½ the CS team!
  8. 8. Are My Strategies Still Unicorns?
  9. 9. Online Marketing Moves Quickly
  10. 10. Let’s Put Our History Hats on & Bust Fake News!
  11. 11. 1 2 3 Frames brand & logo Does not obscure neat features & functions Smiling face = happy consumers LOGO NEAT FEATURES & FUNCTIONS Why 10:10?
  12. 12. Let’s Upgrade Our Search Marketing Strategies
  13. 13. 1 2 3 Keyword Stuff Your Ads Use Single Keyword Ad Groups Optimize for Short Attention Spans on Mobile 5 Search Marketing Hacks That Are SO #FakeNews 4 Steer Clear of Automated Bidding 5 *Surprise*
  14. 14. Understand & Adapt 1 2 Understand that search marketing has changed Adapt to search marketing changes
  15. 15. Fake Search Marketing Strategy 1: Keyword Stuffing
  16. 16. Digital Experiences Are Becoming More Human
  17. 17. Keyword Stuffing = High Quality Score?
  18. 18. Expanded Text Ads 2013 Keurig Ad 2017 Keurig Ad
  19. 19. 1 in 3 advertisers saw declines in CTR after migrating to Expanded Text Ads.
  20. 20. 1 2 3 More keywords in the ad mean higher CTR More keywords in the ad mean better ad relevance With better CTRs & ad relevance come better Quality Scores Why Keyword Stuff?
  21. 21. Expected clickthrough rate The likelihood that your ad will be clicked Ad relevance How closely your ad matches the intent behind a user’s search Landing page experience How relevant, transparent and easy- to-navigate your page is for users Quality Score Components
  22. 22. “The proportion of unique words in a given corpus (set of textual data) to all words in the text.”
  23. 23. Top performing ads repeat two words per ad.
  24. 24. Benefits: Soft Handmade CTR: 1.08% Benefits: Soft (as cashmere) Handmade Sustainable Crafted by master artisans CTR: 4.59%
  25. 25. Fake Search Marketing Strategy 2: Single Keyword Ad Groups
  26. 26. Traditional Account Structure Single Keyword Ad Group Structure What Are Single Keyword Ad Groups?
  27. 27. 1 2 3 Improve ad relevance: keyword to ad match With better keyword to ad matches, CTRs will go up With better CTRs & ad relevance come better Quality Scores Why Use Single Keyword Ad Groups?
  28. 28. Expected clickthrough rate The likelihood that your ad will be clicked Ad relevance How closely your ad matches the intent behind a user’s search Landing page experience How relevant, transparent and easy- to-navigate your page is for users Quality Score is not Improved by SKAGs
  29. 29. Search Intent Text Ad Landing Page
  30. 30. Changes to Exact Matching “Whether someone is searching for running shoes or shoes for running, what they want remains the same.”
  31. 31. Average Number of Keywords Per WordStream Profile: 1830
  32. 32. These Ads Are All Duplicates!
  33. 33. These Ad Groups Are All Duplicates!
  34. 34. Think Single Minded Ad Groups
  35. 35. Fake Search Marketing Strategy 3: Optimize Mobile for Short Attention Spans
  36. 36. 8 Second Attention Spans?
  37. 37. May 2015: Microsoft Consumer Insights Study Interest in Goldfish Attention Spans
  38. 38. People are still talking about short attention spans on mobile in 2017!
  39. 39. Our Attention Spans Aren’t Shrinking, the Inputs We Consume are Being Held to a Higher Standard
  40. 40. 1 2 3 Use short tail keywords in ad text Make sure headlines are short & concise Be clear instead of clever BAD Mobile Ad Copy Hacks
  41. 41. Where We Assume All Mobile Searches Occur
  42. 42. 60% of Mobile Usage Occurs at Home
  43. 43. Mobile Searches with the word “best” have grown over 80%
  44. 44. *The aggregated data is based on 160 text ads
  45. 45. Beef Up Mobile Ads with Ad Extensions
  46. 46. Price Extensions
  47. 47. *The aggregated data is based on a sample of four WordStream client accounts. Study by Mark Irvine.
  48. 48. Message Extensions
  49. 49. *The aggregated data is based on a sample of five WordStream client accounts. Study by Mark Irvine.
  50. 50. Give mobile another chance
  51. 51. WordStream’s Device Bid Alert!
  52. 52. Fake Search Marketing Strategy 4: Steer Clear of Automated Bidding
  53. 53. $362 for 1 click?!
  54. 54. More Data, Better Machine Learning
  55. 55. Maximize Clicks Target Search Page Location Target Outranking Share Target CPA Target ROAS Maximize Conversions Enhanced CPC Automated Bid Stratgies Are Not Always Bad
  56. 56. Target CPA Automatically finds optimal CPC bids to achieve an average CPA equal to your target across all ad groups. Target ROAS Automatically finds optimal CPC bids using the conversion values you set up to get more revenue at the target return-on-ad-spend you set up. Maximize Conversions Automatically finds the optimal CPC bids to pull in the most conversions within your daily budget. Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion using all signals but you must set up preliminary bids and adjust device bid modifiers. Smart Bidding: Conversion Focused Bid Strategies
  57. 57. Who is Target CPA for?
  58. 58. Target CPA Automatically finds optimal CPC bids to achieve an average CPA equal to your target across all ad groups. Target ROAS Automatically finds optimal CPC bids using the conversion values you set up to get more revenue at the target return-on-ad-spend you set up. Maximize Conversions Automatically finds the optimal CPC bids to pull in the most conversions within your daily budget. Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion using all signals but you must set up preliminary bids and adjust device bid modifiers. Smart Bidding: Conversion Focused Bid Strategies
  59. 59. Who is Target ROAS for?
  60. 60. Target CPA Automatically finds optimal CPC bids to achieve an average CPA equal to your target across all ad groups. Target ROAS Automatically finds optimal CPC bids using the conversion values you set up to get more revenue at the target return-on-ad-spend you set up. Maximize Conversions Automatically finds the optimal CPC bids to pull in the most conversions within your daily budget. Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion using all signals but you must set up preliminary bids and adjust device bid modifiers. Smart Bidding: Conversion Focused Bid Strategies
  61. 61. Who is Target Maximize Conversions For?
  62. 62. Target CPA Automatically finds optimal CPC bids to achieve an average CPA equal to your target across all ad groups. Target ROAS Automatically finds optimal CPC bids using the conversion values you set up to get more revenue at the target return-on-ad-spend you set up. Maximize Conversions Automatically finds the optimal CPC bids to pull in the most conversions within your daily budget. Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion using all signals but you must set up preliminary bids and adjust device bid modifiers. Smart Bidding: Conversion Focused Bid Strategies
  63. 63. It could be you! Who is Enhanced CPC For?
  64. 64. You still maintain some control: ● You set preliminary max CPC bids ● You can control device bid modifiers You benefit from insights from additional contextual signals (browser, operating system, network partner etc.) You do not have to worry about combined bid adjustments Branded campaigns should not use eCPC Google doesn’t have a cap on how much higher or lower they can adjust your preliminary max CPC bid* *WordStream has not observed an individual bid that has increased more than 40%...yet :) Let’s Stay Fair & Balanced Pros Cons
  65. 65. Fake Search Marketing Strategy 5: Use Odd Numbered Lists in Titles
  66. 66. Odd Numbered Lists Make Me Sad Brains allegedly can process odd numbers better than even numbers but I think this is FAKE NEWS I had 4 things to share today, not 3 and didn’t want to deprive you We shouldn’t put caps on our creativity
  67. 67. Takeaways
  68. 68. 1 2 3 4 5 Takeaways Do not keyword stuff! Think lexical diversity! When it comes to ad groups, think single-minded, not single keywords Give mobile a little gas & do not optimize for short attention spans Try Enhanced CPC, run a test! Use whatever numbers you like in your titles!
  69. 69. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you!

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