Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Loading in …3
×
1 of 31

Breathing New Life Into A Tired Paid Search Campaign #SMXLondon

2

Share

Download to read offline

You’ve inherited a paid search campaign that’s been mostly effective, but over the years has morphed and grown into a somewhat disorganized mess. Now it’s your job to bring it back to life.

This presentation suggests a new approach to optimizing your campaign. Instead of just focusing only on the high performing/converting keywords, let's unleash the creative power of adwords.

We combine AdWords' unique capabilities in terms of Language, Speed and Automatization to go beyond the usual:

- Expand into new keyword territories and use smart insights from your reports to boost your business.
- Have fun in real time and leverage AdWord’s advantage to go live fast and get in front of a large, relevant audience.
- Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.

--
This deck is the annotated version of the SMX London 2014 presentation by Tobias Zehnder, Co-Founder Webrepublic.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Breathing New Life Into A Tired Paid Search Campaign #SMXLondon

  1. 1. @tozehnder #smxlondon Tobias Zehnder Co-Founder, Webrepublic Breathing new life into a tired paid search campaign. SMX London 2014
  2. 2. @tozehnder #smxlondonAdWords is more than this.
  3. 3. @tozehnder #smxlondon EFFICIENCY time for a new mindset NEW POTENTIAL
  4. 4. @tozehnder #smxlondon Attention – Awareness Display ads and peripheral queries Interest – Research Generic | informational queries Desire – Validate Remarketing Action – Pull Brand | transactional & navigational queries A I A D most optimize here Don„t forget these! ➼ NEEDFORATTRIBUTION
  5. 5. @tozehnder #smxlondon Language Timing Scripts Stuff you can only do with PPC, but that is beyond direct performance. Three steps towards a new mindset
  6. 6. @tozehnder #smxlondon Power of Language Chapter One
  7. 7. @tozehnder #smxlondon How to advertise something with AdWords that people aren‟t searching for?
  8. 8. @tozehnder #smxlondon
  9. 9. @tozehnder #smxlondon [wether] [gool] [ness] [amazin] [definately] [buisness] [wierd] [vacum] [moonsoon] [publically] [facw] Buisness? Yu cant spel properlie wen hungrie. Grab yourself a Snikkers yourenotyouwhenyourehungry.com peripheral queries Credit to Google and AMV BBDO
  10. 10. @tozehnder #smxlondon
  11. 11. @tozehnder #smxlondon 1. Coherent story from brand/idea, to keywords, ad texts and landingpage 2. Awareness is the main goal, only very small Call to Action http://www.thinkwithgoogle.com/campaigns/s nickers-google-misspellings.html Take Away Snickers Case
  12. 12. @tozehnder #smxlondon The other way around: from data to biz dev Get product ideas from Search queries report “brand” + (product ideas) “brand” + (location)
  13. 13. @tozehnder #smxlondon The other way around: from data to biz dev Get content ideas from placement report
  14. 14. @tozehnder #smxlondon Power of Timing Chapter Two
  15. 15. @tozehnder #smxlondon
  16. 16. @tozehnder #smxlondon
  17. 17. @tozehnder #smxlondon Better picture with HD upc-cablecom.ch/tv See more of the game than Al Ghamdi with HD by upc cablecom.
  18. 18. @tozehnder #smxlondon «But @tozehnder, I don‟t watch TV, how do I know what is going on in the world out there?» Explore Google Trends
  19. 19. @tozehnder #smxlondon «But @tozehnder, I don‟t watch TV, how do I know what is going on in the world out there?» Subscribe Trends
  20. 20. @tozehnder #smxlondon www.google.com/trends/subscriptions Subscribe the trends you want to follow, then act quickly.
  21. 21. @tozehnder #smxlondon Advertise your content, collect remarketing lists, reach new clients. Two Step Marketing for sustainable results 1. User 2. Browsing and Researching 3. Cookie 4. Remarketing
  22. 22. @tozehnder #smxlondon Power of Scripts Chapter Three
  23. 23. @tozehnder #smxlondon use the force API
  24. 24. @tozehnder #smxlondon How not to do it (Yes, this is a screenshot from 2014)
  25. 25. @tozehnder #smxlondon Triggering ads based on live weather data https://developers.google.com/adwords/scri pts/docs/solutions/bid-by-weather
  26. 26. @tozehnder #smxlondon Scripts are located under Campaigns  Bulk Operations
  27. 27. @tozehnder #smxlondon Overview of APIs http://www.programmableweb.com/apis/directory Other cool things based on Scripts Work with location and public transport data Optimize account across the whole MCC Feed stock prices live into ad texts Automate reporting and monitoring
  28. 28. @tozehnder #smxlondon Embrace the full value of PPC Wrapping up
  29. 29. @tozehnder #smxlondon Combine PPC‟s unique set of capabilities to go beyond the usual. Enjoy! Expand into new keyword territories and use smart insights from your reports to boost your business. Have fun in real time Leverage AdWord’s advantage to go live fast and get in front of a large, relevant audience. Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.
  30. 30. @tozehnder #smxlondon Thank you! Let‟s stay in contact. www.webrepublic.ch
  31. 31. @tozehnder #smxlondon The Webrepublic – Search Marketing, Digital Advertising and Strategy Consulting – Wide range of clients, from local to global Fortune 500 – Team of 50+ experts About me – MA in Media Science and Linguistics – Worked at Google – Co-Founded Webrepublic in 2009 Subscribe to our newsletter http://is.gd/webrepublican Digital Agency based in Zurich, Switzerland

Editor's Notes

  • Long-running AdWords campaigns might be suffering from the too-efficient syndrome of eCommerce.We sometimes focus too much on good converting keywords and ad texts. The result is a SERP landscape where all ads look the same.
  • If you only optimize on efficiency, you optimize for a local maximum: the lowest CPO, the cheapest click. But you might be missing a huge opportunity or sweet spot off your beaten track. A sweet spot, that has the potential to be a game changer for your PPC account or even your organization.By using small creative campaignsyou can create cases that convince internal stakeholders with real success stories.
  • It’s time to conquer new steps in the customer journey and tapinto the massive potential of Google beyond pure transactional, ecommerce-focused keywords.Think about peripheral queries – keywords that are only remotely related to your business, but offer the chance of connecting with a user before any competitor does.Informational queries on the other hand express a user’s general interest and can be used to convince him with valuable information. Make sure to collect these users on a remarketing list so you can re-connect with them later.Of course, the more you move beyond transcational keywords, the more important is a proper attribution model to discover the value those keywords add to your campaign.
  • Lots of people search for “pizza” online, but nobody uses google to look up information about chocolate bars.
  • Snickers turned to it’s big idea (“You are not you when you are hungry”) and came up with a smart concept:People who are hungry tend to make more mistakes. So they booked a whole bunch of typos as peripheral queries and connected them with corresponding ads.
  • The concept was also expanded to the landingpage: Smart, on-brand, memorable.
  • But of course you can also use Google AdWords to improve your business based on search performance. For instance, use data from search query reports to get new ideas for products your clients expect from you. Or locations to open your next store.
  • Or you can use engagement performance data from your ads that run on the GDN to come up with content ideas that are relevant for your audience.This is an idea by Aaron Levy (http://www.seerinteractive.com/blog/fuel-your-content-marketing-with-ppc-placements)
  • Because TV sets are proving the soccer experience at home.
  • So when people got angry with the referee Al Ghamdi, we quickly put together relevant ads during the game to capture all those queries. And yes, we even had people converting on those keywords! :)
  • Use Google Trends to see what topics are keeping your audience busy.
  • Remarketing is a MUST for all clever PPC campaigns – if you advertise with peripheral and informational keywords, make to reconnect with your potential customers later.
  • eBay and those machine-generated long-tail ads, it’s a classic.
  • If the temperature drops below 0°, the script would automatically trigger safety ads.
  • You’ll find the AdWords scripts under “Bulk Operations” in theAdWords interface.
  • Make sure to subscribe to our newsletter to receive the latest news about digital marketing.
  • ×