Find Paid Search Holiday Zen

Click here to load reader

  • date post

    15-Apr-2017
  • Category

    Marketing

  • view

    504
  • download

    0

Embed Size (px)

Transcript of Find Paid Search Holiday Zen

PowerPoint Presentation

Find Paid Search Zen with Santas Little Helper

#

@ebkendo9 years in the Search industryPPC, SEO, Analytics, Social & ContentSpeaker: MozCon, SMX (Adv/East/West), PPC HeroCon, Searchfest, Marketing ProfsAuthor: All in One Web Marketing for Dummies, Lynda.com, ClickZ/Search Engine Watch

Elizabeth Marsten, Director of Paid Search

#

1. Its the Year of Mobile

#

Totally the Year of MobileOver half of online traffic is on mobile devices nowhow are far behind are conversions from following?

#

Totally the Year of MobileMobile Bid ModifiersTime of day, day of week traffic is different than desktopRe-evaluate and change bids often

Remarketing to Mobile VisitorsBut on desktop, via programs like Facebook Dynamic Product Ads

Some of You Will Still Just Have to Turn it OffOr really close to it

@ebkendo #stateofsearch

#

2. Facebook Dynamic Product Ads

#

Facebook DPA: Remarketing on SpeedNeed a product catalog feed to Facebook API specificationAs well as the Facebook Pixel

Need a 3rd party OR a developer with skillsIn order to create and manage campaigns to the Facebook Ad Management API

Need some people to remarket toTraffic sources of direct, referral, organic or paid search

@ebkendo #stateofsearch

#

Facebook DPA

Create and Modify Ad UnitsDepending on catalog size, you may need a lot of templates and copy

View Through Conversions Count

Seed Demographic Data from the BrandCreate audiences within all site visitors

@ebkendo #stateofsearch

#

Facebook DPAWhat were seeing: home decor3x conversion rate of Google PLA ROAS of 1200%Right rail has a higher return than Newsfeed and MobileReturn is fairly equal between 24hours and than one minute (give or take)Page ViewersViewed 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

#

They Already Bought or Didnt See What They Wanted

@ebkendo #stateofsearch

#

9. Turn it Off

#

Turn It OffSet a Floor for HolidayIf youre strapped on budget, pause that ad group or campaign and move that budget over to where you need it. Even if its only $5You could bid down, way down, alternativelyBut, Id rather have the money and spend elsewhere than hope for the miracleSometimes you need to retreat and regroup.

@ebkendo #stateofsearch

#

10. Who Buys This Stuff?

#

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/

#

Who Buys This Stuff?Go through the site like a customer, try and buy somethingWhere do you get hung up? What couldnt you find?How easy/hard was it to check out or keep going?Gift, for self? Women? Men?Geography?Time of Day?.

@ebkendo #stateofsearch

#

11. Gmail Sponsored Products (GSP)

#

Gmail Ads25 character headline, 100 character body copyChange ad serving to acceleratedSet up a new Display campaignChoose 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

#

Gmail Ads25 character headline, 100 character body copyChange ad serving to acceleratedChoose your targetingRecommend audiences to get startedChoose your targetingChange ad serving to accelerated

What were seeing based on a home dcor client:

@ebkendo #stateofsearch

#

Gmail Ads

@ebkendo #stateofsearch

#

Gmail AdsReturn was 1:1Over the course of a month, once analytics workedCPC was really low, like 0.06 for InterestsBest for branding/exposureFocus was new to file customersCreative took the user to a video of products with a coupon at the endHave to be able to reformat email creative or provide ready to go for the landing page

What were seeing based on a home dcor client:

@ebkendo #stateofsearch

#

12. Yahoo Product Ads

#

Yahoo Product AdsOfficial launch: November 12thGemini removed from the over product nameAll Gemini accounts will be enabled

Still a lot of wait and see going onWe saw a 6x return with an early beta test

Showing on Yahoo.com, desktop and mobile, sprinkling in Polyvore ads for womens fashion.

@ebkendo #stateofsearch

#

Yahoo Product AdsSome set up notesDropbox (or Fetch) used to submit feed fileStill need a Yahoo AM to create the FTP Yahoo DropboxNot all 3rd party providers ready to support fully yetFeed configuration follows Googles specs very closelyThere is a Merchant Center within Yahoo Gemini

@ebkendo #stateofsearch

#

Yahoo Product AdsWhat CommerceHub has been seeing in Product Ads

@ebkendo #stateofsearch

#

13. Bing Ads Product Ads

#

Throw Some Money at Bing AdsEasy to import existing AdWords structure inDont structure too granularly About 1,000 clicks per product group over 30 daysRun Product Ads and Shopping concurrently until transfer of traffic is complete5% or less is on mobile, primarily desktopJanuary is now the official sunset date of Product Ads campaigns.

@ebkendo #stateofsearch

#

Bing Shopping CampaignsCommerceHub saw 30% 2013 vs. 2014 year over year growth on average after switching from PLA campaigns to Shopping campaigns on Google AdWords.

#

14. Countdown Text Ads

#

Ad Customizer: Countdown Text AdsText ads onlySet up and let these customized ad unit ignite fear and urgencyTons of other ad customization options, but for holiday, start hereFind this easy-to-use template in the Business Data area of AdWords

@ebkendo #stateofsearch

#

Ad Customizer: Countdown Text Ads

30% CTR increase, 2x Conversions for countdowns

50% reduction in CPA for geo customizers

#http://www.slideshare.net/SearchMarketingExpo/customizers-madlibs-and-more-by-steven-hammer

15. Conversion Optimizer

#

Conversion OptimizerMust have AdWords Conversion Tracking set upAt least 30 conversions in the last 30 daysIn order to get the feature enabledIf not, recommend at least 1,000 clicks in 30 days before trying anything elseLike Enhanced CPCWorks 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

#

Conversion OptimizerCan try accelerated ad serving to speed up getting enough conversions to enable

After HolidayMake sure to change CPA goals to align with pre-holiday timesOtherwise, youll choke off pretty much all the traffic, unfortunately theres no forget this giant spike in traffic timeframe exclusion settingContinue to enjoy the machine learning after holiday, just at a much slower and probably a higher CPA rate

@ebkendo #stateofsearch

#

16. Purchase on Google

#

How it WorksMerchant | Google | CustomerProductCatalogPLA with Purchase on GoogleComplete a PurchaseShip OrderOnline Management SystemSend payment to MerchantReceives Order

@ebkendo #stateofsearch

#

Purchase on GoogleA glimpse of whats needed:Still an experiment and heavily gated entryFeed provider with full API integration set upOrder management set upMerchant Center set up and feed configurationAdWords account enablementPayment set up from Google to youLots and lots of testing around end to end order fulfillment

@ebkendo #stateofsearch

#

Purchase on Google

@ebkendo #stateofsearch

#

Thanks!

#