Take your paid search to another level. The latest Google ... · PDF fileTake your paid search...

Take your paid search to another level. The la tes t Google tools explained.

Guy Thornton Head of Search [email protected] @mrguythornton

2 Send your ques tions : @mrguythornton # tfma2015

o Overview of the lates t tools

o Search Remarketing (RLSA’s )

o Google Shopping

o Dynamic Search Ads

o Ad Cus tomizers

o Scripts

Today’s agenda


Improving your s earch performance

The number of updates AdWords received in 2014

200

IMAGE, REVIEW, SITELINKS, LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT

SITELINKS, LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT

LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT


An overview of the key tools

Focus on the mos t important areas with our “effort vs reward” matrix

5

RLSA’S

“If at first you don’t succeed, find out if the loser gets anything.”

William Lyon Phelps


What are RLSA’s?

RLSA campaigns use your lis ts to remarket to users on the SERP’s .


Treat users who have vis ited your s ite differently as they convert at about twice the rate of regular traffic (+96%). This means you can engage with them differently: o Optimise bids

o Broaden keywords

o Cus tomise ad text Segment pas t s ite

vis itors

Optimise ad text, bids , and keywords to those segments

Convert these s ite vis itors as they’re searching for your

product /brand

Why should we use them?


Audience Target

Bid Strategy

Keyword Strategy

Targeted Ad Copy

Item Detail

Check out new arrivals

££

Intent

Free delivery

£££

Convers ion

30% off Today only

£££

Regulars

Refer a friend 25% off

££

Example bid adjus tments :

o +40% All s ite vis itors o +60% Category page vis itors o +80% Product page vis itors o +120% Cart abandoner o +160% Purchasers

How to make the mos t of them


A working example

Audience

45% Keyword breadth

increase

Ad Copy

Keyword

Bidding

10

Google Shopping

“I went window shopping today. I bought four windows!”

Tommy Cooper


What is Google Shopping?

• Feed-based products submitted via Google Merchant Center

• Has both CPC and CPA bidding

walmart.com

rakuten.com

amazon.com

bes tuby.com

sears .com

ebay.com

homedepot.com

target.com

lowes .com

macys .com

zappos .com

att.com

uline.com

overs tock.com

jcpenny.com

s taples .com

nords trom.com

walgreens .com

globalindus trial.com

vitimis hoppe.com

63% GS

37% Text Ads

Percentage of budget split of top 20 advertis ers , Q2 2014

* Adguroo 2014


September October November December

2014

2013

+23% YoY

Peak: December, week 1

Google Shopping is now driving 1/3 of all retail-related traffic

The ris e of Google Shopping


Feed quality is critical

• Google shopping is run by feeds • The higher the quality of the

feeds , the better the performance

Optimisation

Data completeness Product titles

Product descriptions Glamour shots

Maintenance

Data quality Policy compliance

Periodic checks Disapprovals Suspens ions

GS Performance

Making the mos t of Google Shopping


Treat your product feed as you would your keywords and creatives .

Before Optimisation After Optimisation

Optimis ing your product feeds


A working example

Build

122% ROI Increase

Products

RLSA’s

Promotions

16

Dynamic Search Ads

“I’ve always believed advertising is the 2nd most profitable form of writing……..the first being ransom notes.”

Philip Dusenberry


New product added

Dynamic Search Ads automatically show your ad based on the content of your webs ite.

Used effectively, Dynamic Search Ads can help you gain additional traffic and sales by promoting your bus ines s to more cus tomers than you can reach with a keyword-targeted campaign.

Scripts

What are Dynamic Search Ads?


o If you have an ever evolving webs ite

o To find gaps in your account

Dynamic Search Ads were created to help larger advertis ers fill out the gaps in their AdWords advertis ing.

500 million searches every day that are brand new.

Why use Dynamic Search Ads?


o Segment into categories o Use Search terms report o Use remarketing lis ts to focus on

interes ted traffic o Negative keyword lis ts for full keyword

accounts

Optimis ing your Dynamic Search Ads?


A working example

Negatives

15% Click Increase

Small Budget

RLSA’s

SQR’s

21

Ad Cus tomizers

“People can have it any color, so long as it’s black.”

Henry Ford


What are ad cus tomizers?

Think of it as new and improved Dynamic Keyword Insertion. Us ing a series of parameters , Google automatically updates your ad by inserting a keyword, countdown timer, or any other information that you want.

FEATURES

PRICING

STOCK

PROMOTIONS

COUNTDOWNS

SERVICE DETAILS

= + Better Performance Saved time


o Create ad cus tomizer data

o Set up ad text with cus tomizers

o Manage your ad cus tomizers

o Specs for cus tomizer data

How do they work?


SALE & COUNTDOWNS

Animal Onesies on Sale Ad www.foundanimalonsies.co.uk/sale 50% Off All Our Animal Onesies Free Delivery –Sale Ends in 3 Days!

Animal Onesies on Sale Ad www.foundanimalonsies.co.uk/sale 75% Off All Our Animal Onesies Free Delivery –Sale Ends in 3 Hours!

Using them to count down sales


PRICING & AVAILABILITY

Marbella from £39 – FoundAir Ad www.foundairways.co.uk/Offers 25+ Marbella Flights from Just £39. Hurry – Winter Sale Ends Soon!

Marbella from £45 – FoundAir Ad www.foundairways.co.uk/Offers 15+ Marbella Flights from Just £45. Hurry – Winter Sale Ends Soon!

Using them to show availability


A working example

Tes t

18% CPA Decrease

Variables

Template

Upload

27

AdWords Scripts / > “If you think advertising doesn’t work, consider the millions of people who think yoghurt tastes good.”

J oe L Whitley


What are s cripts ?

Scripts are pieces of s tandard J avaScript code that automate processes (Reports , Bidding, Tools , Alerts ) in your AdWords account.

o Account Summary o Keyword Performance +MCC o Ad Performance o Declining Ad Groups +MCC o Search Query +MCC

o Flexible Budgets +MCC o Labels o Sales Countdown o Ad Parametertizer o Ad Cus tomizer NEW! o Bulk Shopping Ad Group Creator NEW! o Sales Countdown Calendar NEW!

REPORTS

CREATIVES

BIDDING

ALERTS

o Multi Bidder +MCC o Bid to Pos ition +MCC o Bid Tes ting o Bid by Weather

o Link Checker +MCC o Account Anomaly Detector +MCC


How do they work?

Functions < Gets things moving >

Variables < Search >

Objects < Find >

Entities < Where >

Selectors < Specific data >

Methods < Verbal commands >

Iterators < Next>

//------------------------------------------------------ // Pause Ads with Low CTR //------------------------------------------------------ function main() { // Let's start by getting all of the adGroups that are active var ag_iter = AdWordsApp.adGroups() .withCondition("Status = ENABLED") .get(); // Then we will go through each one while (ag_iter.hasNext()) { var ag = ag_iter.next(); var ad_iter = ag.ads() .withCondition("Status = ENABLED") .forDateRange("ALL_TIME") .orderBy("Ctr DESC") .get(); var ad_array = new Array(); while(ad_iter.hasNext()) { ad_array.push(ad_iter.next()); } if(ad_array.length > 1) { for(var i = 1; i < ad_array.length; i++) { ad_array[i].pause(); //or .remove(); to delete them } } } }


Producing your s cripts

Use pre-exis ting scripts

BEGINNER INTERMEDIATE ADVANCED

Cus tomise exis ting templates

Write new ones from scratch

www.freeadwords scripts .com developers .google.com/adwords / s cripts RESOURCES:

31

OR AdWords Scripts

/ >

Ad Cus tomizers

Reports Bidding Alerts Advanced Creatives

Simple Creatives Features Pricing Stock Promotions Countdown dates Service details


A working example

Function

6hr Time Saving

Value

Risk

Reevaluate

33

A final thought… Hidden between all the updates are some gems . Trial them to find out which work for you. Develop for the big gains .

Thanks for your time.

Guy Thornton Head of Search [email protected] @mrguythornton

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