Running Global PPC Campaigns at Scale By Mihai Popescu
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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Running Global PPC Campaigns At Scale. PRESENTATION: Running Global PPC Campaigns at Scale - Given by Mihai Irinel Popescu, @mirinel - Hotels Combined, Online Marketing Manager Europe & Americas. #SMX #13B3
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Running Global PPC Campaigns at Scale By Mihai Popescu
- 1. #SMX #13B3 @Mirinel Lessons from the online travel industry Running Global PPC Campaigns At Scale
- 2. #SMX #13B3 @Mirinel March 2015 – Present, Online Marketing Manager Europe & Americas at HotelsCombined 2012 to 2014 building the English speaking markets PPC accounts from scratch as Head of SEM English Markets at trivago SMX Biggest Geek Europe in 2014 From Bucharest, Romania living in Dusseldorf, Germany Short bio
- 3. #SMX #13B3 @Mirinel The ascent to the top of search pages “Climbing mountains Outside is climbing mountains Inside“
- 4. #SMX #13B3 @Mirinel Which Mountain? Google is our Everest 4 Google 95% Yahoo 4% Others (Bing, Baidu) 1% Global Mobile/Tablet Search Engine Google 69% Bing 14% Baidu 8% Yahoo 8% Others 1% Global Desktop Search Share Nov 2015 – January 2016, www.netmarketshare.com/
- 5. #SMX #13B3 @Mirinel but not everywhere! 5
- 6. #SMX #13B3 @Mirinel -‐35% Spend compared Google) +15% Average Bid But similar CPC + 10% Average Position Up to 60% Better CTR 10% more Bookings At +15% Booking Value Bing Ads can offer some interesting sights In 2015 we tested similar midsized UK Bing & UK Google accounts 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60 Spend Average Bid CPC Average Posi9on CTR Bookings Booking Value Normalizing to Google Google Bing
- 7. #SMX #13B3 @Mirinel Bing strategy meeting while cruising Sydney Harbor
- 8. #SMX #13B3 @Mirinel PPC In Asia 8
- 9. #SMX #13B3 @Mirinel Planning for the climb, chose the right route and tools. “Climbing mountains Outside is climbing mountains Inside“.
- 10. #SMX #13B3 @Mirinel Related: Alistair Dent “ The Future of Feeds: Understanding Structured Data” a cross post from Think with Google blog Everything starts from structured data The website’s “product” feed with main attributes Segmenting the products based on offer and demand Estimating Inbound cost, Conversion Rates and Lead Values Setting up an update strategy based on industry/vertical
- 11. #SMX #13B3 @Mirinel Everything starts from structured data Pages/Products Main Attribute Parent page Product Type Product importance User demand Competitive metrics
- 12. #SMX #13B3 @Mirinel Cheap 3 Star Hotel in Sydney Cheap 3 Star Hotel in <Place> Not keywords, but definitions Scale up fast Cover long tail queries As granular as we want
- 13. #SMX #13B3 @Mirinel • Bundle by occurrence across all destination • Aggregate based on major topics / themes • Prioritize the themes based on user value (next slide) How to group keyword definitions Accommodation Cheap Accommodation Budget Accommodation Search Accommodation Local Accommodation Hotels Hotel Price Comparison Cheap Hotels Hotel Deals Hotel Rooms Central Hotel Break City Break Spa Break Weekend Break Holidays Last minute Holidays Find Holidays Last Minute Holidays Central Hotel in <Place> Top Central <Place> Hotels Cheap Central Hotel in <Place> Book Central Hotel in <Place>
- 14. #SMX #13B3 @Mirinel Prioritizing the themes based on value and attributes Subtype > Urgency > Location > Power Atributes > Action > Definition > Common Atributes > Lead Theme HotelSpa 28 HotelLastMinute 21 HotelCenter 19 HotelCheap 17 HotelBook 9 HotelRooms 5 HotelCity 3 Hotel (0) HotelApartment 27 HotelLate 20 HotelCentral 18 HotelBudget 16 HotelCompare 8 HotelBreak 4 HotelBest 2 HotelBoutique 26 HotelBargain 15 HotelFind 7 HotelTop 1 Hotel5Star 25 HotelDeal 14 HotelSearch 6 Hotel4Star 24 HotelParking 13 HotelLuxury 23 HotelOffer 12 Hotel3Star 22 HotelDiscount 11 HotelPrices 10 Theme Group Priority Cross negative Keyword Travel 0 1 travel Vacation 0 2 vacation Holidays 0 3 holiday Break 0 4 break Stay 0 5 stay Accommodation 0 6 accommodation GuestHouse 0 7 guest house Hostel 0 8 hostel Hotel 0 9 hotel Motel 0 10 motel BandB 0 11 b&b Resorts 0 12 resort Lead Themes x Subthemes (Hotel has 28 subthemes)
- 15. #SMX #13B3 @Mirinel Landing pages: linking the demand with our products For London accommodation +500,000 landing pages in theory
- 16. #SMX #13B3 @Mirinel We use parameters and Ad templates to have accurate and rich ads. 2-‐4 templates per subtheme to create +10,000 of ads Generating Ads is also complex Headline: V1: <no.hotels> <Place> Hotels from €<min.price> V2: <no.hotels> <Place> Hotels €<min.price> V3: <Place> Hotels from €<min.price> V4: Hotel <Place> Description line 1: V1: <no.hotels> Hotels in <Place> Save Up to <max.discount>%. V2: <no.hotels> <Place> Hotels Save Up to <max.discount>%. V3: <no.hotels> Hotels in <Place> Up to <max.discount>% Off. V4: <no.hotels> <Place> Hotels Up to <max.discount>% Off. V5: <no.hotels> Hotels Save Up to <max.discount>%. Description Line 2: V1: Compare +200 Booking Sites at Once V2: Book Now! Lowest Prices Guaranteed. Display URL: V1: HotelsCombined.ie/Hotel-‐<Place> V2: HotelsCombined.ie/Save-‐on-‐Hotels Depending on the name length of the city and its parameters values
- 17. #SMX #13B3 @Mirinel We Mix and Match everything Process Rich and granular output Thousands of campaigns Millions of Keywords Tens of Thousands of Ad groups More Thousands Text Ads Basic Input Places feed Keywords Definitions Themes Ads templates
- 18. #SMX #13B3 @Mirinel • Places types • Themes categories • Keywords categories • Audience segments (can also be done later in the set up) How? A Simplified version: Campaigns A Themes B Themes C Themes Head Places X X X Mid Places X X Tail Places X Adgroups A Keywords B Keywords C Keywords Exact Match X X X BMM X X Broad Match X Mix and Match everything Logic
- 19. #SMX #13B3 @Mirinel Mix and Match everything Input market_code theme Theme index Filter Sorting Attributes IE Accommodation 1.62 no &radius=10km&date=sundayfortnight&Rooms=1&adults_1=2&showSoldOut=false IE AccommodationBest 1.00 no &sort=ConsumerRating-‐desc&showSoldOut=false IE AccommodationBook 1.18 no &radius=10km&date=weekend&Rooms=1&adults_1=2&showSoldOut=false Place Name Number of Hotels CountryFileName Type Cluster Internal Category Demand Category Min Price Rome 7871 Italy City City A Head 12 Paris 4445 France City City A Head 16 Barcelona 4172 Spain City City A Head 12 London 3828 United_Kingdom City City A Head 22 PlaceFileName Country Place Name Cluster Nr Hotels Min Price Sequence No Theme Name Theme Id URL Name Barcelona Spain Barcelona City 4172 12 1 Accommodation 1001 Accommodation_1 Barcelona Spain Barcelona City 4172 12 2 Accommodation 1001 Accommodation_1 Barcelona Spain Barcelona City 4172 12 1 AccommodationBest 1002 AccommodationBest_1 Barcelona Spain Barcelona City 4172 12 2 AccommodationBest 1002 AccommodationBest_1 Barcelona Spain Barcelona City 4172 12 1 AccommodationBook 1003 AccommodationBook_1 Barcelona Spain Barcelona City 4172 12 2 AccommodationBook 1003 AccommodationBook_1 PlaceFile Name Country Place Name Cluster Average CPC Theme Keyword Criterion Type Barcelona Spain Barcelona City $ 0.97 Accommodation <Place> accommodation Exact Barcelona Spain Barcelona City $ 0.97 Accommodation +accommodation +<Place> Broad Barcelona Spain Barcelona City $ 0.97 AccommodationBest +accommodation +best +<Place> Broad Barcelona Spain Barcelona City $ 0.97 AccommodationBest accommodation best <Place> Exact Barcelona Spain Barcelona City $ 0.97 AccommodationBest best accommodation <Place> Exact Barcelona Spain Barcelona City $ 0.97 AccommodationBest best accommodation in <Place> Exact
- 20. #SMX #13B3 @Mirinel Mixing 402 Head Places and 2614 Mid Places with 870 new keyword definitions generate approx. 750,000 new Keywords. Mix and Match everything Output Head Place Type Type Count Definitions Keywords Area 19 A 6 444 2664 B 7 414 2898 C 6 205 1230 City 223 A 77 870 66990 B 66 727 47982 C 80 225 18000 Country 5 A 5 165 825 POI 24 A 10 83 830 B 7 80 560 C 7 80 560 Region 131 A 61 546 33306 B 35 443 15505 C 35 165 5775 Grand Total 402 197125 Mid Place Type Type Count Definitions Keywords Area 65 A 17 444 7548 B 32 414 13248 C 16 205 3280 City 937 A 113 870 98310 B 214 727 155578 C 610 225 137250 Country 4 A 4 165 660 POI 1599 A 80 83 6640 B 511 80 40880 C 1008 80 80640 Region 9 A 2 546 1092 B 4 443 1772 C 3 165 495 Grand Total 2614 547393
- 21. #SMX #13B3 @Mirinel What we aim for What we try to avoid Complex, yet comprehensive Unique across all other accounts Easy to folder into portfolios for bidding Ready for locations modifiers Being cross-‐negatives friendly How we structure our campaigns/adgroups names? Have a lot of campaigns with no traffic To split a geo in multiple non-‐strategical accounts Too complicated to work with search queries reports and Google opportunities files Long strings that don’t fit in the Adwords UX
- 22. #SMX #13B3 @Mirinel Campaign: IE-‐EN-‐Search-‐Places-‐Head-‐City-‐15426-‐Barcelona-‐Spain-‐EM Geo-‐Language-‐Network-‐Type-‐Demand-‐Subtype-‐Id-‐Name-‐Country-‐Match type Adgroup(s): IE-‐EN-‐Search-‐Places-‐Head-‐City-‐15426-‐Barcelona-‐Spain-‐Hotel-‐EM Accounts Example on the IE targeting MCC structure: IE-‐EN-‐Search-‐Places-‐Head-‐City-‐EM IE-‐EN-‐Search-‐Places-‐Head-‐City-‐BMM IE-‐EN-‐Search-‐Places-‐Mid-‐City-‐EM IE-‐EN-‐Search-‐Places-‐Mid-‐City-‐BMM …………………………………………………. A structure naming suggestion IE-‐EN-‐Search-‐Hotels-‐Top-‐EM IE-‐EN-‐Search-‐Hotels-‐Top-‐BMM IE-‐EN-‐Search-‐Generics IE-‐EN-‐Search-‐Generics-‐Remarketing ………………………………………………….
- 23. #SMX #13B3 @Mirinel Choices: 1. Smart Excel files supercharged with macros / VBA scripts 2. Build the logic in MySQL / database you use 3. Use a tools like 4. BUILD your own tool A tool to rule this all?
- 28. #SMX #13B3 @Mirinel One step at the time, climbing the mountain “Climbing mountains Outside is climbing mountains Inside“.
- 29. #SMX #13B3 @Mirinel What are our regular optimization tools? Adding keyword definitions Ad testing at scale Landing page testing Monitoring & benchmarking
- 30. #SMX #13B3 @Mirinel We aggregate any search term reports either by place or n-‐grams . blog.innovativetravel.eu/2015/11/analysing-‐search-‐terms-‐n-‐grams/ Making decision on more data and based on occurrences: Expanding the structure (keywords definitions) Search term Theme Ad group Status Category Occurences Clicks cheap weekend breaks in <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword A 14 198 valentines weekend breaks 2016 <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword C 10 93 hotel breaks <place> HotelBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐Hotel-‐BM Keyword A 6 123 cheap hotel deals <place> HotelDeal IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Keyword A 6 48 cheap hotel <place> city centre HotelCentre IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Keyword A 6 14 last minute hotel deals <place> HotelLastMinute IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Keyword A 6 52 groupon hotel deals <place> HotelLastMinute IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Negative A 6 52 cheap b&b in <place> city BandBCheap IE-‐EN-‐Search-‐Places-‐Head-‐City-‐126468-‐Limerick-‐Ireland-‐BandBCheap-‐BM Alternative A 5 9 cheap hotels in <place> city HotelCheap IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Alternative A 5 23 hotels in <place> co donegal Hotels IE-‐EN-‐Search-‐Places-‐Head-‐City-‐1759-‐Letterkenny-‐Ireland-‐Hotel-‐BM Alternative A 5 68 b&b <place> town BandB IE-‐EN-‐Search-‐Places-‐Head-‐City-‐16468-‐Roscommon-‐Ireland-‐BandB-‐BM Alternative A 5 10 <place> hotels city centre HotelCityCenter IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Keyword A 4 25 hotels in <place> city with swimming pool HotelPool IE-‐EN-‐Search-‐Places-‐Head-‐City-‐48243-‐Galway-‐Ireland-‐HotelsPools-‐BM Keyword B 4 30 b&b <place> city BandB IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐BandB-‐BM Keyword A 4 21 hotels in <place> city center HotelCityCenter IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsCenter-‐BM Keyword A 4 38 special offers weekend breaks <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword B 4 6
- 31. #SMX #13B3 @Mirinel Ad testing (buckets) Thousands of other iterations of this AD template (Hotels1) Thousands of other iterations of this AD template (Hotels2)
- 32. #SMX #13B3 @Mirinel We always have in mind that: • We run a valid A/B test • We measure the full funnel effect of the test. (usually profit per mile) • We calculate for the right revenue metric (installs/bookings/leads) • We document all the tests • We apply wins across other Ad templates • http://www.peakace.de (photo) Ad testing 2
- 33. #SMX #13B3 @Mirinel Same principle as Ad testing but applied to URL. (Same Ad duplicated with 2 different destination URLs) We test layouts, filters, sort orders, dates and many more. Landing page testing 50% 50% Which page would you use to book a hotel?
- 34. #SMX #13B3 @Mirinel We are all watchdogs with the goal of keep ROAS under control. Major KPIs we follow: § Impression Clicks and share § CTR, Avg. Position, QS § Cost and Revenue § CPC & Cost per lead § RPC & Revenue per lead § Conversion rate § Booking value per lead § Average booking value § Lead to booking rate Monitoring and Benchmarking Achieved ROAS Cost Revenue Target ROAS Cost affecting factors Rev affecting factors Clicks / Visitors Avg CPC CTR COR LTB QS Avg Position Avg Bid Avg Booking Value Ad testing Seasonality/ TV Website tests Revenue Share
- 35. #SMX #13B3 @Mirinel What scripts do for us: § Update campaign settings § Pulling aggregated metrics to google docs / reports § Creating negatives list across all accounts § Updating certain bid modifiers § Hit our targets while we sleep Last tip: Use scripts to your advantage
- 36. #SMX #13B3 @Mirinel What to do when you are on top? “Climbing mountains Outside is climbing mountains Inside“.
- 37. #SMX #13B3 @Mirinel Few consideration on bidding suppliers: • Understanding the bidding algorithm is critical • 24/7 support, but not beaurocracy • Own the data, encode it so that is easily transferable and universally readable (value track parameters are a must) • The right mix between controlled individual bids, portfolio management and machine learning is hard to reach • Best guide to chose a bidding provider: “ Enterprise Paid Media Campaign Management Platforms 2015, a new Market Intelligence Report by Digital Marketing Depot Chose the right bidding suppliers
- 38. #SMX #13B3 @Mirinel • Whitelisting for Betas: 2 lines structured snippet) • Adalyzer: to analyze what elements work in Ads) • Getting Benchmarks from Google: Clicks Gap, CPC & CTR vs benchmark leader, spend and query coverage • Getting Data from Google: Topkapi, DSA ready to upload csv files • We are ready for under the radar changes • Adwords + Analytics = Next level Remarketing with Custom lists Partner up with Google
- 39. #SMX #13B3 @Mirinel SEE YOU AT THE NEXT #SMX THANK YOU!