The Day Google AdWords Changed Forever - Friends of Search
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In January 2016, Brendan and Ciaran presented their talk, 'The Day Google AdWords Changed Forever' at Friends of Search in Amsterdam. In this talk they present some solutions to some big paid search challenges PPC marketers face including 'The Leaky Bucket' (loss of impression share which stems from not having sufficient budget to cover the market) and 'The Generic Keyword Conundrum' (chasing high volume, but very much top of the funnel keywords).
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The Day Google AdWords Changed Forever - Friends of Search
- 4. Bono
- 10. Problem 1: Leaky Bucket
- 12. Problem 2 : Generic KeyWord Conundrum
- 14. You say Tomato…
- 15. Pizza?
- 19. Adjust Bids
- 20. Spend More Money
- 21. Tag Pages
- 28. Targeting People
- 29. 5 Ways to use RLSAs Website visitors Facebook traffic Repeat customers Past purchasers
- 30. Website Visitors
- 36. Facebook Conversion Rate • 74% less than Search
- 40. Audience in AdWords Search
- 41. Facebook Visitors – Case Study
- 42. Facebook Results
- 43. Past Purchasers & Repeat Customers
- 44. Adobe Study – Revenue per Visit
- 45. Adobe Study – Conversion Rate
- 46. Segment in GA with Customers X 2
- 47. This is NOT New vs Returning 2 Year Cookie for Users & Sessions!
- 48. The Value of the Repeat Customer
- 49. Past Purchasers – Case Study • Campaign for past-purchasers • Campaign for non-purchasers
- 50. • One campaign for customers, one for acquisition
- 61. 2. Control Ad Message
- 63. Control KPIs
- 64. X 5
- 66. September 27th
- 67. “Audiences Are Valuable Brand Assets”
- 71. EMAIL LISTS
- 72. Google joins the party
- 76. Customer Match - Wolfgang Hack
- 77. Custom Audiences - Hack
- 78. Custom Audiences - Hack Swish!
- 79. Our clients searching for a digital marketing agency?
- 80. 7 Key Takeaways 1. Collect Audiences within Google Analytics 2. Leverage targeting on social to build granular lists of your target persona 3. If your budget is restricted, do not lose impression share across your customer base 4. Set different KPIs for retention and acquisition and optimise accordingly 5. Turn Facebook into a conversion machine via RLSA & GA audiences 6. Use Customer Match to segment and target your customers on Search 7. Download our audience builder!
- 81. ….thank you
Editor's Notes
- As you can probably tell from my accent, this isn’t our home town. We’re from Ireland and we’re based in Dublin. Ciaran’s accent
- Despite what you might have heard, this man is not the leader of Ireland
- We were delighted this year to bring two europena search awards to Ireland, including the gran prix. It’s actually the first time an Irish Agency has won.
- What we’re going to talk to you about today is a solution to some of the paid search challenges we’ve been discussing in Wolfgang Digital for years. Every Tuesday, the AdWords teams sits down for an hour to discuss the latest innovations in paid search and how they can help us solve some of the problems we encounter in AdWords. Up until recently, there have been lots of innovations, but the problems have remained the same. These include
- What AdWords problems am I referring to. Well, there are 3 big problems that we we encounter on an ongoing basis.
- The first is the leaky bucket This is really a problem of loss of impression share which stems from not having a budget sufficient enough to cover the market. Now, the ideal Client’s budget will be large enough to cover all relevant searches within their industry, but not every Client is the ideal Client unfortunately. This means in some cases you might loose impression share to budget.
- This, believe it or not, is a pretty typical example of the paths to purchase for a retain Client. To sell this one dress there were 90 touch points in total with 30 coming from page search. If your budget can’t cover all these searches, the journey for your Client could end
- The second problem follows a similar theme, but focusing on generic keywords. It’s a problem that we have come to call the generic keyword conumdrum.
- Let me demonstrate what I mean with example – It’s keywords like this ‘clothes online’. IF you’re a retailer, this is absolutely an important keyword for you, but it’s top of funnel. These keywords, carry a lot of search volume but typically have low conversion rates – ie a higher cost per aqcuisition. Again, if your budget or your Client’s budget is restricted it might not be possible to target these keywords.
- Lastly. Is a big one and it’s the fact that we bid on keywords. On the one hand it’s what’s so amazing about Google AdWords. We show ads to users seraching keywords relevant to your business ….but on the other hand, we all search differently and there can be varying degrees of intent behind the same keyword.
- Pizza for example – If I’m dominos pizza it might make sense for me to bid on it, but my add could be displaying for users Looking for directions Or looking for a recipe
- So. We got really excited when RLSAs first hit the scene, because it looked like it could solve some of these problems. Add to that the fact that people seemed to be falling out of love with traditional (or display) remearketing
- and remarketing was almost a victim of it’s own success When it was introduced back in 2010 it performed phonemically well. It was new. But years of bad targeting and creepy ads have started to negatively impact remarketing campaign performance I knew it was the end of remarketing
- It looked like RLSAs were going to see a rebirth of remarketing, but on the search network. Google spent a lot of time championing it
- But the focus of Google’s advice seemed a little bit unsophisticated. Taking the same campaigns and bid more based on a user visiting your site, a product etc.
- Basically Google were recommended that we spend more money
- RLSAs were also slightly restricted by the fact it was based on a tag, which meant that you’d build audiences based on the fact that they’d visited a certain page Lump everyone together So we were underwhelmed by the hype surround RLSAs at this stage and honestly, we didn’t see great results. It felt like we were just paying more for traffic we were going to get via our standard campaigns.
- But then everyhitng changes on the 25th June
- On June 25th Google allowed us to start sharing audiences from Google Analytics with Google AdWords. This meant that we could new look
- So what – why is this important or what’s the big deal?
- It allows us to remarket to users across the funnel Previously we were remarketing to users based on the page that they had visited. We madde assumptions about the stage they were at in the purchase funnel based on whether they viewed a category page or a prodcut page But by applying segments in GA, we can now remarekt to users based on the channel they came from or the ttype of interaction We can speak differently to users that came from Twitter, or facebook, or Google or even email
- But that’s only the start, because if we integrate our social targeting with our Google Analytics Audiences – we start to learn an awful lot about who we are targeting. Custom audience, location, age, gender, interests, income in the US I can target men aged between 35-45 living in New York and earning over 100k I can then collect this campaign as an audience in GA and call it – rich dudes in New York and sell them expensive shit on search. I can overlay this targeting in FB – UTM the campaign and capture them as a list in GA for remarketing on search
- Using UTMs I can call users that click on this facebook ads ‘Parents interesting in education’, collect them as an audience And sell them a college savings plan on search for example
- We’re now longer just bidding on keywords, we’re bidding on people who are searching specific keywords. And this approach has completely changed we at Wolfgang Digital now approach the set up, opt of our paid search accounts. So, I’m going to invite my colleague Ciaran up on the stage to show us some of the ways we’re using audiences in GA to drive results for our Clients.
- Monetate Add some research on FB conversions rates Interrupting their experience
- Facebook audience on Facebook Analytics Audience AdWords audience Separate slides
- Facebook audience on Facebook Analytics Audience AdWords audience Separate slides
- Facebook audience on Facebook Analytics Audience AdWords audience Separate slides
- Facebook audience on Facebook Analytics Audience AdWords audience Separate slides
- Jen some images
- Customer insights – there is a study
- Customer insights – there is a study
- Customer insights – there is a study
- New v Returning is meaningless
- Spending 2.5x AOV nearly Double
- Screen grab from adWords
- Screen grab from adWords
- Jen
- Focus on - Repeat customers €52 all visitors €112
- €52 all visitors €111 for RLSA AOV: 151 Conv rate: 1.84 v. 11.24% Cost Per conv: 7.79 v 2.60 ROAS: 18.68 v 42.85
- AdWords Problems – Darrel Slide
- AdWords Problems – Darrel Slide
- AdWords Problems – Darrel Slide
- Thanks Ciaran, some great practical applications of using audiences in GA. So, I just want to delve into why these tactics work why does this strategy work so well? It works because it solves the three problems we discussed earlier.
- Firstly, in instances where our budget isn't sufficiently large enough to cover the market We can be even more strategic about how we assign our budget across campaigns
- For example, here we’ve split our campaigns and seperated customers (ie converters) into one campaign. In tis case, we’ve defined an audience in GA for users that have previously bought for us We assing budget across these users to get 100% IS – No IS to budget We then accept some budget loss for non-customers.
- we want our communications with customers and potential customers to be as elegant as possible. Not everyone we’re remarkeitng to should see the same comminication For example, for user that arrive to our site via our FB campaign, We’re collecting these users as an audience and tailoring our message to them
- Having one KPI applied globally to an account doesn’t make sense anymore. Whenter it’s ROAS, cost/conv. CPA or whatever Applying a global kpi to your adwords account ignores the fundamental difference between Customer retention and acquisition. In this example we split our account and KPIS between customers The reality is the Client is willing to spend more acquiring a customer, so by using GA lists and segmenting our campaigns in AdWords Our optimisation strategy can reflect this.
- ipsos
- Lastly, the targeting we have allows us to refine targeting. IF you know your customer as well as you should, you can build that persona in facebook, collect them as an audience in GA and target them on search
- So RLSA and GA audience integration has fundamentally changed how we approach adwords camapigns, But there was a recent equally important story that makes audience targeting even more exciting But before I jump into to that, I have to credit another marty September 27th
- This is Marty Waintuarp and I was lucky enough to see him speak at MOZCon this year. Marty is half raving lunatic and half digital prophet He said something that stuck with me.
- When I think of assetets, I think of something you own like a tangible asset….such as a building But even with intagable assets, you still own them.
- I was uncomfortable with the thought of audiences in GA as brand assets, Because their existence is still based on cookies. But these can be cleared or deleted…and their goes your audience For reasons I don’t want to get into right now, I regularly delete my cookies
- Also, tracking across devices with cookies is impossible, so you loose some really valuallbe information
- ….but you own an email list…that’s actually a tangible asset.
- So on Sept 27th Google joined the first party data party …with customer match. Google have never been great at naming products, that peaked at Google.
- I don’t mind that hover boards haven’t replaced sakte boards in 2015, I’m more excteid about been Able to user first party data in Google AdWords
- With Customer match your list size needs to be greater than 1,000 But what if you don’t have the list you target isn’t that size? There is a hack
- We have an email newsletter list mainly Clients, but the match was initally 300 – 400 So we went through a process of adding fake email addresses until we got reached > 1000 You can see here, it only took 2 itterations
- And sure enough on the third try Google accepted the list We had a very specific reason for wanting to tarhet this list. You see it’s mainly comprised on Clients,