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PPC Restart 2021: Dalibor Klíč - 5 otázek, které by si výkonnostní marketéři měli pokládat v roce 2021


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PPC Restart 2021: Dalibor Klíč - 5 otázek, které by si výkonnostní marketéři měli pokládat v roce 2021

  1. 1. Confidential + Proprietary Confidential + Proprietary 5 Performance marketing questions you should be asking in 2021 Dalibor Klic
  2. 2. Confidential + Proprietary Why this deck, why these questions? 1. Field of digital marketing is constantly evolving, if you want to stay relevant we need to evolve too 2. Looking for improvements in age of massive automation 3. Inspiration for others to examine this topics, perhaps continue in this kind of questioning 4. Some of the questions should be asked by everyone some of them are for people looking for minor fine tuning
  3. 3. Confidential + Proprietary Confidential + Proprietary What is your best performing title structure for each category in Google Shopping?
  4. 4. Confidential + Proprietary The more keyword-rich product titles see a CTR uplift of 18%; while the CTR increase on the exact query match was 88% Search Engine land case study
  5. 5. Confidential + Proprietary Basic naming structure: Brand + Product + Attributes (color, size, weight) Apparel Brand + Gender + Product type + Attributes (color, size, style, material) Ann Taylor Women’s Black Slacks Size 6 Consumable or nutritional goods Brand + Product type + Attributes (flavor, quantity, weight, count) TwinLab Super CoQ10, 50 mg, 60 caps CE or Hard goods Brand (manufacturer) + Product type + Attributes (size, weight) + Model# Target, Patio Wicker Chair Set, Brown, 4- Piece Televisions electronics Brand (manufacturer) + Attribute +Product + Model # Brand +Product + Attribute + Model # Vizio 52” TV, Black, #A783x63 Seasonal/Holiday Occasion + Product type + Attributes (color, size, weight) College Grad 2013 Storage Box Gift, Silver If product is…. Use this structure: Example Best practices for product titles per vertical
  6. 6. Confidential + Proprietary Ideas for title A/B testing ● Position - experiment with the placement of a specific attribute, for example, Brand name at the front vs at the end of a title ● Keep or Toss - there are many product attributes that might be relevant from the customer’s perspective, but what is their actual impact on your ads? Examples: color, size, material etc. ● Synonyms - find words that really speak to your audience and are well aligned with their culture, eg. While in the US, are you gonna say 'grill' or 'BBQ'? ● Abbreviations - do you have words in your titles that are commonly shortened to abbreviations? It could be your Brand name or any one of the attributes. ● Length - what kind of titles work best for your audience: very short or maybe more descriptive? Title testing methodology & ideas ● Set timing for the test ● KPI a. Search term coverage (# of new queries, what type are new queries brand/generic) b. CTR in the exact match or overall including new queries (second grade metric conv. rate) ● Divide products in category based on last 90 days performance similarities
  7. 7. Confidential + Proprietary Confidential + Proprietary Is your search campaign structure still up to date?
  8. 8. Confidential + Proprietary Google's Smart Bidding has opened the door for advertisers to safely simplify their accounts without sacrificing performance. In fact, following the best practices actually lead to increased performance! *Source: uLab study - How specialists work with keyword match types? ● 40% specialists creates campaigns in 2 variants (eg. Exact match plus phrase match)* ● About 30% specialists admitted adding all match types to each Ad Group*
  9. 9. Confidential + Proprietary Proprietary + Confidential Why doesn’t Smart Bidding need a granular account structure? #1 #2 #3 It bids auction-time & at the query-level It uses a combination of signals to set the best bid It optimizes based on data from all of your campaigns
  10. 10. Confidential + Proprietary MHC-Exact-KidsClothes MHC-Exact-CheapKidsClothing MHC-Exact-InfantClothes MHC-Exact-ChildrenClothes MHC-Exact-ComfortableKidsClothes MHC-Exact-OutfitsforKids MHC-Exact-BuyClothesKids MHC-Exact-OnlineClothesUS MHC-Exact-TrendyKidsClothes MHC-Exact-PurchaseChildrenwear MHC-Exact-KidsFashionClothing MHC-Exact-BestClothesForKids Keyword-based ad groups Previously relevant campaign structure approaches ● Match-type-specific ad groups and campaigns. ● Duplicate keywords across every match type. ● Single keyword ad groups. ● “Funneling” to match type using negatives. ● Low-volume search terms as exact keywords.
  11. 11. Confidential + Proprietary Search Unboxed How to simplify your structure
  12. 12. Confidential + Proprietary Steps for simplifying accounts: Consolidate traffic into fewer and larger ad groups and campaigns Broaden match types under Smart Bidding Leverage RSA and dynamic features for Creatives 1 2 3
  13. 13. Confidential + Proprietary Consolidate traffic based on objective... 1 Smart Bidding Match type adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup Device adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup Audienc e adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup adgroup DSA All Match Types, Devices, Audiences, DSAs, etc. Manual Bidding Broad Match Campaign Exact Match Campaign Phrase Match Campaign Mobile Campaign Desktop Campaign Tablet Campaign 10 day (RLSA) Campaign 20 day (RLSA) Campaign 30 day (RLSA) Campaign Dynamic Search Ads Campaign 1 Campaign 2 tCPA 10$ tCPA 18$
  14. 14. Confidential + Proprietary Audiences Algorithms automatically factor recency on 1st- party Audience lists - add the longest & largest list possible to maximize reach. Device, Geo, Day, etc. Algorithms factor in device, physical location, time of day, and a host of other signals. Keyword Match Type Smart Bidding is auction- time & query-level: It is not necessary to segment by match type or single keyword ad groups to boost optimization. removing unneeded traffic segmentations... 1
  15. 15. Confidential + Proprietary ... moving to larger volume ad groups and campaigns 1 Try to maximize the number of impressions per ad group*. Grouping themed keywords together helps us better understand the intention of your keywords to select the best keyword + ad option to serve. A good way to consolidate traffic is to have each ad group point to a single landing page. This will allow more volume and more variety of queries per ad group, while still staying on-theme. If not ready to consolidate campaigns, Portfolio Bidding is a good place to start, as it allows you to optimize bids across multiple campaigns to reach your performance goals *Some automated features have volume thresholds, like the Performance Asset label for RSA which only shows if there are 5k+ impressions per month in the ad group
  16. 16. Confidential + Proprietary Consolidate traffic into fewer and larger ad groups and campaigns Broaden match types under Smart Bidding Leverage RSA and dynamic features for Creatives 1 2 3 Steps for simplifying accounts:
  17. 17. Confidential + Proprietary Broaden match types under Smart Bidding... 2 A broad match keyword covers all the same queries as the same keyword in narrower match types, plus more. Broad Exact Phrase Note: not to scale When using Smart Bidding, there is no incremental gain to having keywords repeated in different match types.
  18. 18. Confidential + Proprietary …and use fewer keywords with better results. 2 Set of queries reached through a single Broad match keyword Broad keyword Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Exact Many exact keywords would be needed to achieve the same reach as a broad match keyword. ...and it’s likely that business-relevant queries are missed. This strategy is time consuming and inefficient... Smart Bidding allows you to safely cast a wider net with a broader match type, as bids are customized in real- time to make sure you’re reaching business-relevant queries that help you achieve your KPIs.
  19. 19. Confidential + Proprietary Broad match improvements are happening as we speak Theming - Advertiser Agent New Trumping Hierarchy Quality Improvements Smarter way for our system to choose the best keyword in an account when multiple keywords are eligible for the same query so that advertisers do not have to do this themselves. Advertiser Agent only works when there is more than one keyword in the account that is eligible to serve for a given query. Phrase and Broad Match keywords that are identical to the search term or the spell- corrected search term are preferred over other keywords in the keyword selection process. Previously, only an exact match keyword received preference in keyword selection. Improve query understanding signals by created a new machine learning system based on historically reported bad matches from advertisers to include in our search language understanding model to exclude poor matches and include matches we may have previously excluded. Details at official blogpost.
  20. 20. Confidential + Proprietary Consolidate traffic into fewer and larger ad groups and campaigns Broaden match types under Smart Bidding Leverage RSA and dynamic features for Creatives 1 2 3 Steps for simplifying accounts:
  21. 21. Confidential + Proprietary Leverage RSA and dynamic features for creatives 3 IF functions* {=IF(<dimension>=<criterion>,text to insert):default text} *Currently compatible with ETAs Ad customizers- {LOCATION(Level):default text} *Currently compatible with RSA Dynamic Keyword Insertion {KeyWord:default text} *Currently compatible with ETAs & RSAs Maintaining relevance between queries, ads and landing pages is key! Use the power of machine learning to show highly-tailored ads with Responsive Search Ads Leverage dynamic features to deliver customized ads without segmenting traffic
  22. 22. Confidential + Proprietary Confidential + Proprietary Where on the ROAS curve are you?
  23. 23. Confidential + Proprietary We can also see that client has potential for effective growth of Conversion value Understanding auction potential helps with realistic expectations July results with current settings (0.78 ROAS) July results with new settings (0.5 ROAS) Illustrative example
  24. 24. Confidential + Proprietary ROAS Curve of market leader who has nothing to gain by lowering ROAS goal Validate if performance planner is your best planning tool Check your curves and performance planner accuracy! Not so much market leader
  25. 25. Confidential + Proprietary The amount of inventory YoY and seasonal search query growth for retail categories targeted by My Happy Clothes. Key factors impacting forecast in Performance planner Validation with Machine Learning Forecast engine does forward & backward measurements to validate the accuracy of forecasts. It measures running campaigns against their actual performance, and uses machine learning to tweak forecasts based on those accuracy results. The demand for that inventory The pricing or cost-per-click changes based on Auction simulation data over the last 7 to 10 days. Signals from Google Ad auctions Seasonality, CTR, competitors, landing page, time of day etc for My Happy Clothes’ campaigns targeted region and industry (retail).
  26. 26. Confidential + Proprietary Confidential + Proprietary What % of transactions we don’t see because of tracking restrictions?
  27. 27. Confidential + Proprietary User expectations for online privacy are changing, and policies & platforms are evolving in parallel Platform Changes Browser restrictions on use of cookies Mobile OS restrictions on use of device identifiers Regulation Increase in restrictions on use of personal data and additional requirements around user consent User Privacy Rising user expectations on Privacy impacting measurement ecosystem NEW NEW NEW
  28. 28. Confidential + Proprietary App Invest in a durable foundation essential for all conversion modeling Google Tag Manager Global Site Tag OR Web Google Analytics 4 Firebase SDK
  29. 29. Confidential + Proprietary increase in reported Search conversions +5% Adopt products built on top of the global site tag & Google Tag Manager for enriched first party data # what? where? who? Enhanced Conversions Enhanced Attribution Consent Mode Google Analytics 4 Uses advertiser’s hashed customer data to fill in gaps due to browser changes Improves conversion signals for video and display inventory when third party cookies aren’t available Adjust tag behavior and fill in gaps in conversions due to consent banners Provides most complete picture of behavior and conversions across Web and App CM360/DV360 only Google Ads only Google Ads, Google Analytics, SA360, CM360/DV360 Google Analytics only Web advertisers in non- sensitive categories with customer data Web Advertisers using CM360/DV360 App or web advertisers in the European Economic Area (EEA) App or web advertisers using Google Analytics increase in reported YouTube conversions +12% lost ad click to conversion journeys recovered due to user consent choices >70%
  30. 30. Confidential + Proprietary
  31. 31. Confidential + Proprietary Confidential + Proprietary What segments do you use to adjust conversion value of your transactions?
  32. 32. Confidential + Proprietary Not all customers are equal in their business value after converting A California-based bank who is focused on LTV and knows local Californians spend twice as much over time as those living outside of California. Before Value Rules, they valued each customer identically A lead generation business who knows mobile users are worth on average $50 more than users converting on other devices, but can’t send those on-the-fly when the conversion tag fires A financial services provider who wants to optimize towards LTV, and knows that existing customers with brokerage accounts invest more, so would like to value those customers twice as much A retailer who is focused on profit and wants to optimize towards users who are in-market for running apparel, because they know they are of higher value to their business Geo location Google Audiences First-Party Audiences Devices Transaction economy vs. customer view
  33. 33. Confidential + Proprietary Until now we used audiences to optimise before transaction happened Keep in mind: Smart Bidding already uses signals like geo, device, and first- party audience lists. If a user in one of those segments converts better, and this is reflected in your reporting, Smart Bidding already accounts for that. Conversion value rules simply allow you to provide additional value information that isn’t already reflected in your account (for example, different margins for different devices or users, or LTV considerations) and optimize in real time to those values
  34. 34. Confidential + Proprietary If you use Google Ads Conversion Adjustments, keep using it Understand your segmented conversion values Original value (rule applied): total original value of conversions which then had a value rule applied Original value (no rule applied): total recorded value of conversions that did not have a value rule applied Audience, Location, or Device: The net adjustment when value rules were applied After selecting the value rules adjustment segmentation, you will see the following reporting on your campaigns page:
  35. 35. Confidential + Proprietary Summary 1. Ask for yourselves if you know answers to these questions 2. Feel free to get inspired in finding solutions 3. Inspire others by sharing your solutions