Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

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Paid Search Tips Mark Ginsberg – DriveHill Media

Transcript of Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Page 1: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Paid Search TipsMark Ginsberg – DriveHill Media

Page 2: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Campaign Optimization• Dozens or hundreds of campaigns• Need to review settings of lots of campaigns

at the same time• Quickly and efficiently compare campaign

settings• Great for new accounts as well as periodic

account maintenance• Make sure you have regular maintenance

scheduled for all campaigns

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Page 3: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Campaign Optimization• Campaign Dimensions Report• Dimensions > View: Campaign Details• Tip – do this from the default view

when first entering account, not from within a particular campaign – view is cross campaign

• Add relevant columns for what you are trying to review

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Page 4: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Campaign Optimization• Items you can view here cross campaign:• Performance data• Conversion data

Plus a whole lot more

• Attributes: networks, bid strategy, bid strategy type• Negative keywords: raw numbers, shared lists• Extensions: sitelinks, phone numbers, apps• Bid adjustments – mobile, schedule, location

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Page 5: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Campaign Optimization

• Set campaign state as a column, so you can filter for campaign state to Enabled

• This account uses sitelinks, bid adjustments, negative keywords

• Want a few performance metrics as well to judge importance, size, and activity of campaigns

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Page 6: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Campaign Optimization

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Campaign Optimization

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Campaign Optimization

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Page 9: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Google Shopping• Google Merchant Center• Agencies can have multi

client Merchant Center accounts – you just have to apply for it

• Product Feeds from site• Feed optimization

• Connection to Adwords• Set up shopping campaigns

in Adwords

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Page 10: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Google Shopping• Not like regular Adwords – don’t bid

on keywords• No broad match, phrase match, exact

match - NADA• Targeting based on product catalog• Optimize your catalog- titles and

descriptions of products should be primary focus

• Bidding based on product catalog

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Page 11: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Google Shopping• Bidding based on product catalog• Brand > Category > Product Type >

Condition• Bestsellers campaign• Specific Item ID’s• Custom label

• Campaign priority in settings• High, medium, low

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Page 12: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Google Shopping is like all the other CSEs• Amazon Product Ads (a”h), Bing Shopping,

Nextag, Shopzilla• Bidding is based on catalog and not

keywords• Targeting refinement and keyword targeting

$a <> $b = Negative Keywords are the shiznitch!• Campaign Level

• Individual• Shared Lists

• Ad group Level

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Page 13: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Matched Search Query Reports• Lots of different ways to get to the search queries

Adwords1. Navigate to specific campaign2. Keywords Tab > Search Terms or

Dimensions Tab > Search Terms3. Customize Columns for relevant data

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Page 14: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Problem with this method• Can’t associate matched

search queries with individual products or items in the feed

• Merchant center to the rescue?• Get product data from feed

for review• Can see paid clicks• No matched search query

data

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Page 15: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Google Analytics Data to the Rescue?• Acquisition > Adwords > Shopping Campaigns

Can drill down based on dimension, but can’t get search queries

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Page 16: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Alternative View in Google Analytics –

Landing Page• Behavior > Site Content > Landing Pages• Create Custom Segment to view specific

Shopping Campaigns (filter by Sessions)

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Living in a Keywordless World

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Page 18: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Living in a Keywordless World• Add in Secondary

Dimension – Matched Search Query

• Use Advanced Filters to search through matched search queries to find patterns in the data and terms to add for negative keywords

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Living in a Keywordless World

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Page 21: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Paid Search• Determine the business goal and questions you are trying to

answer first• Figure out how to get the data from the various tools available at

your disposal• Adwords• Analytics• Other Google properties• Internal Databases and resources

• Review campaigns and data and refine accordingly• Do this review on a regularly scheduled basis

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Page 22: Paid Search Tips - SMX Israel 2015 - Mark Ginsberg

Stay in Touch• Mark Ginsberg• CEO/Founder – DriveHill Media• @markginsberg• Skype – msginsberg• Google+ - don’t even bother• Email – [email protected] Dr

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