Advanced PPC Techniques


Published on - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.

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Advanced PPC Techniques

  1. 1. Advanced PPC Frank Coyle – PresidentLisa Sanner – Senior Client Manager Mar 18, 2010
  2. 2. Webinar Logistics• Being recorded• Email with link will be sent out later this week• Ask questions throughout
  3. 3. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $50 MM in managed media• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  4. 4. Agenda• New Google Ad Formats• Content network• International PPC• Geo targeting PPC• Working with the Engine Reps• Q&A
  5. 5. New Ad Formats Key Points/Findings• What these ad formats are and how they differ• Getting the user closer to what they want – think about conversion metrics• Eligibility requirements and limitations• Early results• Samples
  6. 6. New Ad Formats• Google Sitelinks• Yahoo Rich Ads in Search• Google Product Extensions• Google Product ListingsIt’s like gaining shelf space and merchandising your brand products in a grocery store.
  7. 7. What are Sitelinks?Ad Sitelinks is a new feature of AdWords that allows you to attract more usersand move them further down the purchase funnel by providing additional links tocontent deeper within your sites. Example: Ad Sitelinks format
  8. 8. Sitelinks Tips» Only show on your very *BEST* keywords. (QS>8, T1-3 positions) - Branded terms or your core KWs» Run a KW report to see where your ads are likely to show.» Be concise. Under 15 characters perform best.» Look at SERPS for these KWs. Consider your SEO listing and links.
  9. 9. Tracking and Measurement Tag Your Links: Tagging your links lets you view the unique performance of each link in your ad. SiteLink Description SiteLinkURL Link 1: Top 10 Gift Ideas Link 2: Gift ideas for kinds Link 3: Gift ideas for parents Link 4: Gift ideas for boys tagging your links, you can:• Test different destination URLs and compare performance• Test different link text to improve the CTRNo reporting in AdWords Report Center.Edit only in AdWords UI campaign settings. Not in Editor.
  10. 10. Choosing Sitelinks - SegmentationUser Segmentation: Ad Sitelinks can help you segment your users before theyever reach your site. Example: Dell used Ad Sitelinks to segment home and business users and direct them to the most relevant pages for their needs.
  11. 11. Choosing Sitelinks - PromosSeasonal/Limited Time Promotions: You can use Ad Sitelinks to alert users totimely offers when they search for your brand on Example: Saks used Ad Sitelinks to advertise their ‘one day’ event to users who searched for their brand.
  12. 12. Choosing Sitelinks - MVPsMVPs (Most Valuable Pages): Ad Sitelinks can let you direct traffic to the mostpopular or valuable pages on your site to increase the value of searches foryour brand on QVC usedAd Sitelinks to easilydirect users to the contentthey search for mostoften on their site.
  13. 13. Choosing Sitelinks – Product LinesProduct Lines: Ad Sitelinks can help you direct users to tailored landing pagesbased on the product category they are most interested in.Example: Priceline usedAd Sitelinks to directusers to content specificto each of their majorproduct categories.
  14. 14. Yahoo Rich Ads in Search» A lot like Google Sitelinks but with images/video.» Dominate the first 3 positions on a Yahoo SERP» Only in beta for select advertisers.» Must meet spend thresh hold on standard match brand terms. Yahoo approves keywords and builds.
  15. 15. What are Product Extensions?• Allows you to leverage your existing Google Merchant Center feed to promote your products with your text ads.• Users see information about your product, including image, price, and title• Advertisers are seeing up to 10% increase in CTRYour productad appearsunder yourtext ad witha plusbox
  16. 16. What are Product Listings?Product Listing Ads is a new feature of Google that allows you to leverage your existing Google Merchant Center feed to automatically promote your products on Google.comProduct ads and Users see information CPA auction onimages appears about your product, Merchant Centerbeside related including image, price, andsearch results title
  17. 17. Product Extensions vs. Product Listings• Product Extensions: – Plusbox with images on your text ad – Adwords campaign Level settings – Still ppc, bid by keyword, cpc paid by keyword; some metric reporting – Advertisers can control the targeting for Product extensions and select offers are most relevant for a users query. Can include keywords in feed.• Product Listing Ads: – Image Ads with price and Merchant name (Google may show multiple merchants) – This is an auction just like AdWords but in Merchant Center, not currently in AdWords at all. – Bid by CPA or $ amount and Google inserts the listings that are likely to be the most profitable. – Google automatically determines which products are most relevant to the users query.
  18. 18. Content Network• What it’s really good for• Tips/Techniques• Targeting Gmail
  19. 19. Using Content Network “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. ”• Especially good for new markets or less frequently searched products
  20. 20. Using Content Network• Auto placement (default) – Google serving on more sites than before – Seems to be broad associations – Move to manual placement asap/set up manual campaigns
  21. 21. Auto Placement - Beware
  22. 22. Targeting Gmail: Targeted • Content network driven • In context advertising, can be hit or miss
  23. 23. Targeting Gmail: Untargeted
  24. 24. Targeting Gmail• Mixed results, some good some bad• If good, move to manual placement• Otherwise exclude
  25. 25. International Accounts Best Practices • Drive traffic to local websites when possible Users like to feel “at home” throughout the search experience • Build ad campaigns in local language Ensures reaching the largest population in each country • Augment with English Pick up extra traffic by targeting English-speakers • Leverage MCC for better management For teams managing multiple country accounts, convenient access and dashboard view into all accounts with one login
  26. 26. International Accounts Campaign Tips Time Zone and Currency set at Account level Languages and Geotargets set at Campaign level. Use a country alpha in your display URL so user knows she’s going to a local language site. Ad Copy in Local Language – use Translate tools, then have Language Specialist review and make sure it is localized
  27. 27. International Accounts Translator ToolkitGoogle Translator Toolkit – Can translate a whole campaign or accounteasily and quickly, but be careful! But remember to localize – don’t just translate!!
  28. 28. International Accounts Ad Copy and KW Tips Match the language of the creatives to that of the site1 which is being advertised. For keywords with multiple spellings, use the most2 accepted spelling in the ad text Start with several versions of ad copy in each group on3 optimized ad serving. Then get it down to 2 and split test Localize don’t just translate -include all possible4 variations and spellings, accented and unaccented keywords. Start with best general/brand keywords; establish a good5 CTR then expand with SQR and KW tools.
  29. 29. Geo Targeted Campaign Case Study• 20 locations * two product offerings per location = 40 business lines to track• Geo target at the zipcode level• Same set of keywords in each location• Phase 1: target an overall CPA• Phase 2: CPA/product/Geo
  30. 30. Geo Targeting • Target at country, state, metro, city, zip, radius, custom
  31. 31. Geo Targeting Findings• Because traffic is low and slow, sometimes make decisions based on the aggregate (ad testing)• Kws don’t perform the same in every geo• Talk to your sales team and adjust spend – Telesales closing rate varies by Geo• Separate landing pages for key geos• Get very detailed on analysis
  32. 32. Managing 20 Geos• Prioritize the markets – What are your Tier 1,2,3 geos ? – Know the sales by geo at the KW level• Allocate media budget by geo – Allocate spend based on weekly performance – If week 2 is always slow, reduce spend• Know your KW performance by geo – Kws don’t work the same in every geo
  33. 33. 30 Day & 60 Day CPA Analysis • Only 2-3 Kws really matter per geo • Look at CPA trends before adjusting bids • Sometimes being #1 is good
  34. 34. Bidding Strategies• Rule of thumb: bid to position 3-6 ?• Reality: bid for optimal results
  35. 35. Getting the Most from Your Engine Reps1. MOST impt: Let your reps know your success metrics and objectives.2. Take time to have a conversation with them every month about new features3. Talk with them more frequently with account activities. Pick up the phone vs. email. Request optimization recommendations if something is not performing.4. Poke around the UI once in awhile. You’ll see new things regularly often before they are formally “released.”5. Be informed, willing to learn, and ask questions. Read blogs, social networking, Inside Adwords.If you don’t have an Adwords rep, reach out to Being Advanced about PPC is:  being knowledgeable about new and dynamic features smart about your account to know when/when not to test them nimble enough to try them early.
  36. 36. Q&