Elizabeth Marsten: Find Paid Search Zen this Holiday Season

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@ebkendo
» 9 years in the Search industry
» PPC, SEO, Analytics, Social &
Content
» Speaker: MozCon, SMX
(Adv/East/West), PPC HeroCon,
Searchfest, Marketing Profs
» Author: All in One Web Marketing
for Dummies, Lynda.com,
ClickZ/Search Engine Watch
Elizabeth Marsten,
Director of Paid Search

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Find Paid Search Zen with Santa’s Little Helper

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1. It’s the Year of Mobile

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Totally the Year of Mobile
Over half of online traffic is on mobile devices
now…how are far behind are conversions
from following?

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Totally the Year of Mobile
» Mobile Bid Modifiers
 Time of day, day of week traffic is different than desktop
 Re-evaluate and change bids often
» Remarketing to Mobile Visitors
 But on desktop, via programs like Facebook Dynamic Product Ads
» Some of You Will Still Just Have to Turn it Off
 Or really close to it
@ebkendo #stateofsearch

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2. Facebook Dynamic Product Ads

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Facebook DPA: Remarketing on Speed
» Need a product catalog feed to Facebook API
specification
 As well as the Facebook Pixel
» Need a 3rd party OR a developer with skills
 In order to create and manage campaigns to the Facebook Ad
Management API
» Need some people to remarket to
 Traffic sources of direct, referral, organic or paid search

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Facebook DPA
» Create and Modify Ad Units
 Depending on catalog size, you may need a lot of templates and copy
» View Through Conversions Count
» Seed Demographic Data from the Brand
 Create audiences within “all site visitors”

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Facebook DPA
» What we’re seeing: home decor
 3x conversion rate of Google PLA
 ROAS of 1200%
 Right rail has a higher return than Newsfeed and Mobile
 Return is fairly equal between 24hours and <10 days, so recency is not a
major factor
 Timeframe: one month

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Facebook DPA
» Does Facebook DPA Cannibalize PPC Sales?
 A little…
 For one client (major retailer, multiple verticals) we saw over the course of
3 months, 23% of Google AdWords PLA clicks go to Facebook instead
 8% of Facebook conversions came from an Google AdWords assist
 Facebook “organic” accounted for 40% of the original referral

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Accelerated & Standard Budget Serving
» Campaign A never reaches it’s daily budget, but
converts well
 Change ad serving to accelerated
» Set that daily budget at a reasonable number, not one
that will cause panic attacks
» Pair with Conversion Optimizer feature
Standard: ad serving is spread out the day based on daily budget
Accelerated: ad serving is for every eligible impressions until budget is
depleted.

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Dynamic Remarketing
» Add dynamic parameters to your website and show
visitors the products they added to cart, but did not
buy on the GDN
» Set up feeds in the Business Data area for non-retail
» Use predefined audiences or build your own
segments
» Use Conversion Optimizer for easier management
Highly targeted banner ads on the Google Display Network showing to
previous site visitors.

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https://www.thinkwithgoogle.com/products/dynamic-creative-for-remarketing.html@ebkendo #stateofsearch

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Dynamic Remarketing: Resources
» Google case studies: ModCloth & Sierra
» Set Up Guide in AdWords
» Set Up Dynamic Feeds in AdWords
» My SMX East presentation
 If the client has Universal Analytics, you may not need additional
code

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5. Category Conversion Rates

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Conversion Rate by Category
For example:
» Conversion rate average is 2%
» Jackets & Blazers, gets only 5,000 clicks a month, but
converts at 4%
» Turn up the bids/daily budget on Jackets & Blazers,
get all of the conversions possible. Volume might not
be as impressive, but revenue is revenue.
Review conversion rates by category or product type. Sure, it may be
lower volume, but at 4%, let it ride!

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RLSA for Shopping
» Build remarketing lists based on cart behavior, site
behavior and show up in search results pages
» Second highest converting ad type after text/PLA ads
» Requires a tiny bit of code
Pair with Google Analytics and build audiences based on a myriad of
metrics.

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RLSA Resources
» GA Solutions Gallery: RLSA Packs
» Google AdWords Help Center
» My favorite RLSA articles:
 Search Engine Journal
 Search Engine Land

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7. YouTube Trueview Shoppable Ads

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Trueview Shoppable
» Users click on an invite notification
 Ad unit expands to show products
» Choose the SKUs to be in the product cards
» Or Target with Dynamic Remarketing
» Instream ad units only
» Choose your targeting
 Categories, brands or audiences
Show the products that appeared in the video ad with click through
capability.

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Trueview Shoppable

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Negative / Excluded Audiences
» Site Converters
» Time on Site > than one minute (give or take)
» Page Viewers
 Viewed 5 pages in under a minute and left
» Out of Stock Items
Not everyone needs to be remarketed to. In fact, some of them may be
really tired of you by now.

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They Already Bought or Didn’t See What They Wanted

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Turn It Off
» Set a Floor for Holiday
 If you’re strapped on budget, pause that ad group or campaign and move
that budget over to where you need it.
 Even if it’s only $5
 You could bid down, way down, alternatively
 But, I’d rather have the money and spend elsewhere than hope for the
miracle
Sometimes you need to retreat and regroup.

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Who Buys This Stuff?
30% of 2014 Black Friday and Cyber Monday
shoppers bought items for themselves, not
as gifts.
http://time.com/money/3623259/self-gifting-christmas-holidays/

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Who Buys This Stuff?
» Go through the site like a customer, try and buy
something
» Where do you get hung up? What couldn’t you find?
» How easy/hard was it to check out or keep going?
» Gift, for self? Women? Men?
» Geography?
» Time of Day?
.

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11. Gmail Sponsored Products
(GSP)

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Gmail Ads
» 25 character headline, 100 character body copy
» Set up a new Display campaign
 Choose target and bid, add mail.google.com
» CPC based
 Ad opens to a larger image unit, no additional cost if user clicks
through to site or closes and opens again
Show in the Promotions tab of over 40million Gmail inboxes

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Gmail Ads
» 25 character headline, 100 character body copy
 Recommend audiences to get started
What we’re seeing based on a home décor client:

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Gmail Ads

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Gmail Ads
» Return was 1:1
 Over the course of a month, once analytics worked
 CPC was really low, like 0.06 for Interests
» Best for branding/exposure
 Focus was new to file customers
 Creative took the user to a video of products with a coupon at the end
» Have to be able to reformat email creative or
provide ready to go for the “landing page”
What we’re seeing based on a home décor client:

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Yahoo Product Ads
» Official launch: November 12th
 “Gemini” removed from the over product name
 All Gemini accounts will be enabled
» Still a lot of “wait and see” going on
 We saw a 6x return with an early beta test
Showing on Yahoo.com, desktop and mobile, sprinkling in Polyvore ads
for women’s fashion.

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Yahoo Product Ads
» Some set up notes
 Dropbox (or Fetch) used to submit feed file
 Still need a Yahoo AM to create the FTP Yahoo Dropbox
 Not all 3rd party providers ready to support fully yet
 Feed configuration follows Google’s specs very closely
 There is a Merchant Center within Yahoo Gemini

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Yahoo Product Ads
What CommerceHub has been seeing in Product Ads

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Throw Some Money at Bing Ads
» Easy to import existing AdWords structure in
» Don’t structure too granularly
 About 1,000 clicks per product group over 30 days
» Run Product Ads and Shopping concurrently until
transfer of traffic is complete
» 5% or less is on mobile, primarily desktop
January is now the official sunset date of Product Ads campaigns.

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Bing Shopping Campaigns
CommerceHub saw 30% 2013 vs. 2014 year
over year growth on average after switching
from PLA campaigns to Shopping campaigns
on Google AdWords.

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Ad Customizer: Countdown Text Ads
» Text ads only
» Set up and let these customized ad unit ignite fear and
urgency
» Tons of other ad customization options, but for
holiday, start here
Find this easy-to-use template in the Business Data area of AdWords

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Ad Customizer: Countdown Text Ads
» 30% CTR increase, 2x Conversions for countdowns
» 50% reduction in CPA for geo customizers

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Conversion Optimizer
» Must have AdWords Conversion Tracking set up
» At least 30 conversions in the last 30 days
 In order to get the feature enabled
» If not, recommend at least 1,000 clicks in 30 days
before trying anything else
 Like Enhanced CPC
» Works especially well on the GDN and with Dynamic
Remarketing
Gain statistical significance and let Google do the heavy lifting, especially
on the Display Network.

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Conversion Optimizer
» Can try accelerated ad serving to “speed up” getting
enough conversions to enable
» After Holiday
 Make sure to change CPA goals to align with pre-holiday times
 Otherwise, you’ll choke off pretty much all the traffic, unfortunately there’s
no “forget this giant spike in traffic” timeframe exclusion setting
 Continue to enjoy the machine learning after holiday, just at a much
slower and probably a higher CPA rate

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How it Works
Merchant | Google | Customer
Product
Catalog
PLA with Purchase
on Google
Complete a
Purchase
Ship Order
Online
Management
System
Send payment to
Merchant
Receives Order

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Purchase on Google
» A glimpse of what’s needed:
 Still an experiment and heavily gated entry
 Feed provider with full API integration set up
 Order management set up
 Merchant Center set up and feed configuration
 AdWords account enablement
 Payment set up from Google to you
 Lots and lots of testing around end to end order fulfillment

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Purchase on Google

Elizabeth Marsten: Find Paid Search Zen this Holiday Season

Elizabeth Marsten: Find Paid Search Zen this Holiday Season

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