Brand Bidding - Is It Right For You? | Benchmark Search Conference 2016
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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Arianne Donoghue, icelolly.com - Brand Bidding - Is It Right For You?. #benchmarkconf2016
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Brand Bidding - Is It Right For You? | Benchmark Search Conference 2016
- 5. @ariannedonoghue Whatwe’llcovertoday Our journey at icelolly.com How we’ve tested Next steps for you
- 12. @ariannedonoghue Whydowekeeppushingit? • Incremental gains • Competitor protection • Tactical messaging • Testing potential
- 13. @ariannedonoghue …buthonestly? It makes us look good
- 16. @ariannedonoghue Ourstorysofar Bidding on all but some very broad KWs with no competitor activity Previous testing had delivered mixed results However, organic converted better than paid search
- 17. @ariannedonoghue Wethoughtwe’dexcludedsometerms… • A navigational keyword was excluded in July 2015 • Yet we still only had 17% organic CTR • Google treats “ “ and “.” as the same & matched traffic to a similar KW instead • Variations didn’t show correctly in SQRs
- 19. @ariannedonoghue Westartedoffwithatheory That there could there be a third way… …based on user intent
- 21. @ariannedonoghue Assigningintent&value • We broke keywords into segments (including misspellings) Exact • thomas cook • expedia Navigational • thomson.com • onthebeach com • icelolly website Destinations • sunmaster tenerife • icelolly from glasgow Holiday Types • icelolly cruise • icelolly ski • icelolly all inclusive NOT OFFERED • icelolly flights only
- 22. @ariannedonoghue Ourtheory • Intent-dependent, brand should be a mix of paid and organic • Broadly put: Homepage/easily crawled: SEO Search results: PPC
- 23. @ariannedonoghue Ourtheory-outcome • Caveats: – No competitor activity – No TV sponsorship or advertising Exact Navigational Destinations Holiday Types NOT OFFERED Don’t Bid BID BID Don’t Bid Don’t Bid
- 24. @ariannedonoghue Ourchallenges • [not provided] • GA SEO/Direct reporting issue • Adwords “close variant” matching • Account structure • Competitor bidding • Tying up calls and traffic
- 25. @ariannedonoghue Whatwouldourprocessbe? Systematic 1 keyword at a time, engine at a time Monitor impressions, clicks, CTR Nail down Adwords negative keywords & restructure Competitor intelligence
- 26. @ariannedonoghue Hitlistofkeywords 1. Check GSC 2. High impressions + low CTR = high potential! 3. Check against PPC 4. Check competitor bidding 5. Create a hitlist of terms to test 6. Keep checking this as it can change!
- 27. @ariannedonoghue Hitlistofkeywords 1. Check GSC 2. High impressions + low CTR = high potential! 3. Check against PPC 4. Check competitor bidding 5. Create a hitlist of terms to test 6. Keep checking this as it can change!
- 30. @ariannedonoghue VisibleinbothGSC&Adwords Traffic appeared to migrate entirely to organic
- 31. @ariannedonoghue Interestingeffectonotherkeywords • Other terms benefited • Brand terms we weren’t testing showed increases in: Listings per query CTR – up by 10% points
- 32. @ariannedonoghue Whataboutcalls? • Very difficult to know definitively • Either flat, or very small loss • Any missing calls at a very high incremental cost
- 33. @ariannedonoghue Andthen… • We went back on TV! • Turned on more keywords than before • Lack of call clarity testing confidence • Competitor concerns • Lack of comparable YoY data
- 35. @ariannedonoghue Upnext… • Resume testing • Start with the status quo – get back to last year – pause “new” terms • Follow the same process – review the KW in our target list • Find ways to be more responsive with competitor activity – more flexibility – scripts etc
- 37. @ariannedonoghue Howtorunyourowntest 1. Review current paid keywords, negatives & structure 2. Pull an SQR – categorise them & assign intent/value 3. Review competitor landscape 4. What’s your hypothesis/ideal outcome? 5. Create your target test list 6. Devise methods to validate your results 7. Test one-by-one and move on!