Ryan Hutchings, Vacation Roost

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Ryan Hutchings, Director of Online Marketing for Vacation Roost, talks about paid search best practices at March 2012 SLCSEM.org event.

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Ryan Hutchings, Vacation Roost

  1. 1. Understanding the Google Machine Ryan Hutchings
  2. 2. THE VACATION HOME RESERVATION NETWORK 2
  3. 3. • Online wholesaler of vacation rentals and vacation packages• Industry with 1 huge player, and lots of small ones• Large PPC Budget - $2 Million/year – 160,000+ keywords, 4 accounts, 18 websites 3
  4. 4. Step 1: Break the System• Broke campaigns into 100’s of adgroups – Match specific, keyword specific, 3-5 keywords per group – Even similar keywords got separate adgroups • i.e. “park city cabins” vs. “park city cabins for rent” vs. “park city cabin rentals” – Do this for every type of lodging we offer- hotels, condos, cabins, homes, townhomes, vi llas, chalets, etc… 4
  5. 5. Results:• Cross adgroup confusion – Ads from one ad group showing up for another, keywords not triggering matched queries (even exact match) – Cross campaign confusion – Negative keyword lists not being respected at campaign levels• Complaints to Google, “account reps” couldn’t really help• Infamous “the system isn’t designed to work that way” from Google people• Magically got a new account team, dedicated to us with an adwords, analytics and mid-management specialist 5
  6. 6. Step 2: Digging into Interpretation Effect• Google creates “buckets” for industries. The system operates within these “buckets” and will “interpret on your behalf”. – Cabin means condo, hotels, lodging, vacation rental, private home, etc…• Solution was to manage/insert 10’s of thousands of negative keywords to force Adwords to respect keyword and override interpretation 6
  7. 7. What does this all mean?Double Rainbow somewhere 7
  8. 8. Interpretation Drives Google Systems and Product Development1. Organic and Search are similar in intent2. Stay on top of new features/trends to anticipate both arenas 8
  9. 9. THE VACATION HOME RESERVATION NETWORK 9
  10. 10. • Google will continue to push out new features and merge the line between paid and non-paid spots• Keeping visitors on Google as long as possible in in their best interest- in both paid and organic results THE VACATION HOME RESERVATION NETWORK 10
  11. 11. • Location – places integration• Call – phone numbers, click to call• Sitelink – deep links• Product – Product feed integration• Social – Google+ integration Dominate the paid space by utilizing each of these, and you can anticipate organic results having the same effect. THE VACATION HOME RESERVATION NETWORK 11
  12. 12. Stay up to date with what you see1. Your own industry searches2. Popular changing industry searches: – “ipod touch”, “dell latitude” – “las vegas hotels” – “credit cards”• Do not do “ppc management” – apparently they arent interested in having good ppc ads THE VACATION HOME RESERVATION NETWORK 12
  13. 13. Coming Down the Road in PPC1. Google Advisor/Finders THE VACATION HOME RESERVATION NETWORK 13
  14. 14. 14
  15. 15. THE VACATION HOME RESERVATION NETWORK 15
  16. 16. Coming Down the Road in PPC1. Google Advisor/Finders2. Offer Extensions3. Video Ad Extensions4. Lead Form Extension5. Extended Ad Headlines (ad and domain name)http://www.google.com/ads/innovations/ for information on the latest tests, trends and status of new releases THE VACATION HOME RESERVATION NETWORK 16
  17. 17. 1. Beware of your “interpretation bucket” – check to see if your ad is showing via Google’s tool2. Stay up-to-date with industry searches + popular terms 1. Look for sign in both organic and paid3. Utilize every single extension available THE VACATION HOME RESERVATION NETWORK 17

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