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Find Paid Search Zen with Santa’s Little Helper

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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 WatchElizabeth Marsten,

Director of Paid Search

31. 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

@ebkendo #stateofsearch

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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”

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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3. Accelerated Budgets

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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 budgetAccelerated: ad serving is for every eligible impressions until budget is depleted.

@ebkendo #stateofsearch

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4. Dynamic Remarketing

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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.

@ebkendo #stateofsearch

15https://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

@ebkendo #stateofsearch

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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!

@ebkendo #stateofsearch

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6. RLSA for Shopping

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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.

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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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.

@ebkendo #stateofsearch

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Trueview Shoppable

@ebkendo #stateofsearch

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8. Excluded Audiences

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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.

@ebkendo #stateofsearch

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They Already Bought or Didn’t See What They Wanted

@ebkendo #stateofsearch

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9. Turn it Off

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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.

@ebkendo #stateofsearch

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10. Who Buys This Stuff?

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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?

.@ebkendo #stateofsearch

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11. Gmail Sponsored Products (GSP)

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Gmail Ads

» 25 character headline, 100 character body copy Change ad serving to accelerated

» 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

@ebkendo #stateofsearch

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Gmail Ads

» 25 character headline, 100 character body copy Change ad serving to accelerated

» Choose your targeting Recommend audiences to get started

» Choose your targeting Change ad serving to accelerated

What we’re seeing based on a home décor client:

@ebkendo #stateofsearch

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Gmail Ads

@ebkendo #stateofsearch

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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:

@ebkendo #stateofsearch

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12. Yahoo Product Ads

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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.

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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Yahoo Product Ads

What CommerceHub has been seeing in Product Ads

@ebkendo #stateofsearch

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13. Bing Ads 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.

@ebkendo #stateofsearch

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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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14. Countdown Text Ads

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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

@ebkendo #stateofsearch

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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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15. Conversion Optimizer

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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.

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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16. Purchase on Google

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How it Works

Merchant | Google | Customer

ProductCatalog

PLA with Purchase on Google

Complete a Purchase

Ship OrderOnline

Management System

Send payment to Merchant Receives Order

@ebkendo #stateofsearch

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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

@ebkendo #stateofsearch

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Purchase on Google

@ebkendo #stateofsearch

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Thanks!