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The Shift to Enhanced Campaigns - Eric Couch at MBO

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Eric Couch at Masters of Business Online

October 9, 2013
Indianapolis, IN

Topic: The Shift to Enhanced Campaigns

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The Shift to Enhanced Campaigns - Eric Couch at MBO

  1. 1. THE SHIFT TO ENHANCED CAMPAIGNS
  2. 2. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com @ecouch11
  3. 3. ENHANCED CAMPAIGNS & ME EARLY ADOPTER SPENT $2M (SO FAR) ON ENHANCED CAMPAIGNS LEAD GENERATION ECOMMERCE
  4. 4. ENHANCED CAMPAIGNS & ME
  5. 5. OVERVIEW HISTORY DEVICE TARGETING LOCATION TARGETING SITELINKS
  6. 6. HISTORY GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: ___________________
  7. 7. GOOGLE’S REASONING GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: “MORE SIMPLY AND SMARTLY MANAGE YOUR AD CAMPAIGNS IN TODAY’S MULTI-DEVICE WORLD.” - INSIDE ADWORDS
  8. 8. MULTIPLE DEVICES – PRE-EC
  9. 9. MULTIPLE DEVICES – POST-EC
  10. 10. DOING THE MATH REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 630 CAMPAIGNS
  11. 11. DOING THE MATH THIS WAS A PROBLEM. IT’S ALMOST UNMANAGEABLE. IMAGINE DOING THIS AS A SMALL BUSINESS. EC DID HELP ON THIS FRONT, BUT…
  12. 12. HISTORY REVISITED GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: ___________________
  13. 13. MY REASONING
  14. 14. MY REASONING GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO: “MAKE MONEY.” - ME, CYNICAL INTERNET MARKETER
  15. 15. CHARACTERISTICS OF MOBILE BEFORE ENHANCED CAMPAIGNS: CHEAP NO COMPETITION
  16. 16. DOING THE MATH, PART 2 LOW MOBILE COST PER CLICK + GROWING MOBILE AUDIENCE = STAGNANT CPCS FOR GOOGLE LOST PROFIT
  17. 17. GOOGLE CPCS BY MONTH
  18. 18. GOOGLE’S Q3 OUTLOOK 21.5% Y/Y PPC GROWTH CPC DECLINE OF 5.2% Y/Y NET REVENUE OF 11.6B - DOUG ANMUTH, J.P. MORGAN (ACTUAL EARNINGS CALL: 10/17)
  19. 19. IMMEDIATE IMPACT MOBILE CPA = 40% MOBILE SPEND = 80% TABLET CPA = 13% TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY TOTAL CPA = 17% TOTAL CONVERSIONS = 7%
  20. 20. POST-EC MOBILE STATS HIGHER COMPETITION + HIGHER CPCs = PROFIT
  21. 21. THE BIG QUESTION HOW DID GOOGLE DECIDE TO FIX THIS MOBILE PROBLEM?
  22. 22. THE BIG ANSWER DEVICE TARGETING.
  23. 23. DEVICE TARGETING WE NO LONGER HAVE THE ABIILITY TO CREATE MOBILE-ONLY CAMPAIGNS. INSTEAD, WE HAVE TO USE BID MODIFIERS.
  24. 24. THE MODIFIER PROBLEM BID MODIFIERS – CHANGE ANY KEYWORD’S BID BY -80% TO +300%. $1.00 BID ON DESKTOP, -50% MOD ON MOBILE = $.50 BID.
  25. 25. THE MODIFIER PROBLEM BUT IT INTRODUCES INEFFICIENCIES IN TO THE ADWORDS SYSTEM. A $3.00 BID CAN ONLY BE MODIFIED IN WHOLE PERCENT INCREMENTS – A -1% BID = $2.97 A -2% BID = $2.94
  26. 26. THE MODIFIER PROBLEM IF YOU NEED TO BID $2.95, YOU’RE SCREWED. BUT WHERE DOES THAT EXTRA MONEY GO?
  27. 27. THE GOOGLE MONEY VAULT
  28. 28. THE MODIFIER PROBLEM WE ALSO LOSE BID CONTROL WITH TOO MANY LAYERED BID MODIFIERS. YOU CAN HAVE MODIFIERS FOR DEVICE, TIME OF DAY, AND LOCATION.
  29. 29. THE MODIFIER PROBLEM THIS IS HOW YOU TURN 300,000 KEYWORDS IN TO 7.4 MILLION POTENTIAL BIDS.
  30. 30. THE MODIFIER SOLUTION LIMIT THE NUMBER OF THE BID MODIFIERS YOU EMPLOY. LIMIT THE SCOPE OF THE BID MODIFIERS THAT YOU EMPLOY.
  31. 31. DEVICE TARGETING WE NO LONGER HAVE THE ABIILITY TO NOT TARGET TABLETS OR DESKTOPS. AT ALL.
  32. 32. WAIT, WHAI KNOW, RIGHT? JUST LUMPED IN THERE TOGETHER.
  33. 33. GOOGLE’S REASONING, PART 2 “WE AND OTHERS IN THE INDUSTRY SEE THAT USERS’ SEARCH BEHAVIOR ON THESE LARGER DEVICES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE DEVICES.” - INSIDE ADWORDS
  34. 34. FACT CHECKING GOOGLE TABLET VS. DESKTOP ALL ACCOUNTS, PAST 12 MONTHS (IN SEARCH): TABLET CONV. RATE = TABLET COST/CONV. = 19% 14%
  35. 35. FACT CHECKING GOOGLE TABLET VS. DESKTOP ALL ACCOUNTS, PAST 12 MONTHS (IN DISPLAY): TABLET CONV. RATE = TABLET COST/CONV. = 52% 119%
  36. 36. REPETITION FOR EMPHASIS THE MANDATORY INCLUSION OF TABLET AND DESKTOP TRAFFIC IS ANOTHER INSTANCE OF INEFFICIENCY INTRODUCED BY ENHANCED CAMPAIGNS.
  37. 37. THE NEGATIVE IMPACT REAL CLIENT: MOBILE-BASED SOCIAL PLATFORM, FOCUSED ON LEAD GENERATION THE PROBLEM: ENHANCED CAMPAIGNS. THEY HAVE NO USE FOR DESKTOP TRAFFIC.
  38. 38. THE NEGATIVE IMPACT THE SOLUTION: CREATIVE USE OF BID MODIFIERS TO REDUCE DESKTOP TRAFFIC. COMPLETE REVISION OF BUSINESS MODEL.
  39. 39. THE POSITIVE IMPACT REAL CLIENT: ECOMMERCE CLIENT ADVERTISING ON DESKTOPS AND TABLETS. THE PROBLEM: AD DISAPPROVAL ISSUES COMINGLING WITH A DESIRE TO TRY MOBILE PPC.
  40. 40. THE POSITIVE IMPACT THE SOLUTION: ENHANCED CAMPAIGNS. THE UNEXPECTED MOBILE TRAFFIC VOLUME DOUBLED SALES, DOUBLED SPEND, REDUCED CPA BY 8%.
  41. 41. WHAT SHOULD YOU DO? • MOBILE LANDING PAGES. • RESPONSIVE DESIGN. • UNDERSTAND THE MOBILE USER EXPERIENCE ON YOUR SITE. • KNOW YOUR METRICS – DO THEY CONVERT AT THE SAME RATE? • ROUTINELY CHECK YOUR MODIFIERS.
  42. 42. BEST PRACTICES AVOID OVER-OPTIMIZATION ON YOUR MODIFIERS. YOU’RE ALREADY ADJUSTING BIDS ON A REGULAR BASIS. (RIGHT?) ADJUSTING YOUR MODIFIERS TOO OFTEN CAN LEAD TO OVERCORRECTION.
  43. 43. WHAT SHOULD YOU DO? IMPOTENTLY FUME OVER THE MANDATORY INCLUSION OF TABLET TRAFFIC.
  44. 44. WHAT SHOULD YOU DO? USE MOBILE-PREFERRED ADS. 100% EFFECTIVE AT SEGMENTING TRAFFIC. MOBILE AND DESKTOP WILL HAVE ADS THAT PERFORM DIFFERENTLY. SMX EAST 2013 HOT TIP #1
  45. 45. THE MORAL OF THE STORY THERE HAVE BEEN GOOD AND BAD ASPECTS TO THIS DEVICE TARGETING CHANGE. THERE IS A TON OF MOBILE TRAFFIC OUT THERE. WE NEED TO BE ON BOARD.
  46. 46. THE MORAL OF THE STORY NEWER GENERATIONS = MOBILE ADOPTION DESKTOP ADOPTION I STILL USE A DESKTOP, SO I GUESS THAT MEANS I’M OLD NOW. WHICH I FIND HILARIOUS.
  47. 47. THE MORAL OF THE STORY
  48. 48. THE MORAL OF THE STORY
  49. 49. OLD ACCOUNT STRUCTURE
  50. 50. OLD ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 210 CAMPAIGNS
  51. 51. HOW TO FIGHT CAMPAIGN BLOAT LOCATION TARGETING.
  52. 52. LOCATION TARGETING WE CAN STILL SEGMENT CAMPAIGNS BY LOCATION. BUT WE CAN ALSO APPLY BID MODIFIERS BY LOCATION TO MAXIMIZE PERFORMANCE.
  53. 53. NEW ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 7 CAMPAIGNS
  54. 54. LOCATION MODIFIERS THEY’RE PRETTY GREAT AWESOME
  55. 55. LOCATION MODIFIERS THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE. IMAGINE THAT.
  56. 56. HOW TO USE LOCATION MODS USE LOCATION MODIFIERS TO MINIMIZE AND MAXIMIZE PERFORMANCE WITHIN A LARGER GEOGRAPHIC AREA. EX: + / - MODIFIERS FOR INVIDIVIDUAL STATES. SMX EAST 2013 HOT TIP #2
  57. 57. HOW TO USE LOCATION MODS REAL CLIENT: LEAD GENERATION FOR HIGH VALUE INDUSTRIAL MACHINERY THE PROBLEM: NEEDS INCREMENTAL LIFT IN U.S. LEAD VOLUME WITHOUT ANY INCREASE IN BUDGET OR CRO. SMX EAST 2013 HOT TIP #2
  58. 58. HOW TO USE LOCATION MODS THE SOLUTION: LOCATION BID MODIFIERS FOR EACH STATE IN THE U.S. THE RESULTS: LEAD VOLUME = 22% COST PER LEAD = 6% SMX EAST 2013 HOT TIP #2
  59. 59. WHERE TO START GOOGLE ANALYTICS. GOOGLE ADWORDS’ DIMENSIONS TAB. SMX EAST 2013 HOT TIP #2
  60. 60. WHAT *NOT* TO DO THE PREVIOUS TACTIC WORKS BEST FOR LARGE GEOGRAPHIC AREAS. THE USE OF MODIFIERS ON AN ALREADY-SEGMENTED CAMPAIGN CAN BE HARMFUL.
  61. 61. WHAT *NOT* TO DO REAL CLIENT: LEAD GENERATION FOR LARGE EDUCATION CLIENT. MAKES USE OF 20 MILE RADIUS TARGETING AROUND CAMPUSES. THE PROBLEM: COST PER LEAD UNEXPECTEDLY ROSE.
  62. 62. WHAT *NOT* TO DO THE SOLUTION: ANALYSIS SHOWED THAT CPL ROSE 20% - THE SAME AS THE RECENTLY-IMPLEMENTED BID MODIFIER. THERE WAS NO LIFT IN LEAD VOLUME. JUST AN INCREASE IN COST FOR NO GAIN.
  63. 63. WHY DID THIS HAPPEN? IF YOU’RE ALREADY SEGMENTING CAMPAIGNS BY SMALL GEOGRAPHIC LOCATIONS, YOUR BIDS WILL BE NATURALLY TAILORED TO THAT LOCATION. A MODIFIER IS POINTLESS HERE!
  64. 64. BEST PRACTICES IF YOU HAVE A NEED TO SEGEMENT CAMPAIGNS BY LOCATION, CONTINUE TO DO SO! • • • • PHYSICAL LOCATIONS DELIVERY LIMITATIONS BUDGETARY REQUIREMENTS UNIQUE DESTINATION URLS
  65. 65. BEST PRACTICES UNLIKE DEVICES, GOOGLE WON’T MANDATE THE INCLUSION OF CERTAIN STATES/COUNTRIES. (YET.)
  66. 66. GOOGLE’S FAKE REASONING “WE AND OTHERS IN THE INDUSTRY SEE THAT USER SEARCH BEHAVIOR IN THESE LARGER STATES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE STATES.” - SOMETHING INSIDE ADWORDS NEVER SAID.
  67. 67. LOCATION MODIFIERS REDUX THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE. SPEAKING OF WHICH…
  68. 68. TRANSPARENT TRANSITION SLIDE ENHANCED SITELINKS.
  69. 69. JUST HOW ENHANCED ARE THEY? ASSIGN SITELINKS ON AN INDIVIDUAL BASIS. GET PERFORMANCE DATA ON UNIQUE SITELINKS. ASSIGN AD GROUP-LEVEL SITELINKS.
  70. 70. A SMALL REMINDER SITELINKS ARE AWESOME. LIKE “INCREASE-YOUR-CTR-BY64%” AWESOME. JUST BY BEING THERE.
  71. 71. AD GROUP SITELINKS YOU CAN GET GREAT GAINS OUT OF USING AD-GROUP LEVEL SITELINKS. CONSIDER MAKING AD-GROUP SPECIFIC LINKS FOR YOUR TOP PERFORMERS, OR TO SHORE UP POOR PRODUCTS WITH LINKS GOING TO A BETTER ONE. SMX EAST 2013 HOT TIP #3
  72. 72. CALL EXTENSIONS THEY’VE ALSO BEEN ENHANCED. PREVIOUSLY, ANY CALL TO THAT GOOGLE FORWARDING NUMBER = $$$ CHARGED TO YOU.
  73. 73. CALL EXTENSIONS NOW = ONLY CHARGED FOR A CLICK-TO-CALL. ON MOBILE. THEY’RE LITERALLY GIVING MONEY AWAY.
  74. 74. CALL TRACKING IF YOU TAKE PHONE CALLS, USE CALL TRACKING. ATTRIBUTION IS EVERYTHING.
  75. 75. CALL TRACKING REAL CLIENT: LEAD GENERATION FOR INTERIOR DESIGN COMPANY. THE PROBLEM: A $100 CPL GOAL FOR AN ACCOUNT WITH A $232 CPL. THIS SEVERELY LIMITED THE BID POTENTIAL ON THE ACCOUNT.
  76. 76. CALL TRACKING THE SOLUTION: CALL TRACKING PROVIDED CALL CONVERSION ATTRIBUTION AT THE KEYWORD LEVEL. PROPER ATTRIBUTION LOWERED OVERALL CPL TO $97, AND FACILITATED PROFITABLE ACCOUNT GROWTH.
  77. 77. EC WINNERS AND LOSERS LOSERS: DEVICE TARGETING GOOGLE CREDIBILITY MY HAIRLINE
  78. 78. EC WINNERS AND LOSERS WINNERS: LOCATION TARGETING BING FACEBOOK SMALL BUSINESSES
  79. 79. NEW ACCOUNT STRUCTURE REAL CLIENT: 7 CAMPAIGNS X 30 LOCATIONS X 3 DEVICES = 7 CAMPAIGNS FROM 630 – 7, A 99% REDUCTION.
  80. 80. WRAP UP HISTORY DEVICE TARGETING LOCATION TARGETING SITELINKS
  81. 81. Q&A TIME
  82. 82. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11

Eric Couch at Masters of Business Online October 9, 2013 Indianapolis, IN Topic: The Shift to Enhanced Campaigns

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