James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
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James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
- 1. ionSearch 2012 - Expert Panel Suite Maximising ROI For High-Turnover Ecommerce Campaigns James Holmes – Paid Search Director, Blueclaw - Moderator Peter Whitmarsh – PPC Manager, Search Laboratory Adam Hawkins – UK Sales Manager, Kenshoo Arianne Donoghue – Head of PPC, Stickyeyes
- 3. 14.15- 15.00: Maximising ROI for high-turnover ecommerce PPC campaigns James Holmes - Paid Search Director, Blueclaw – Moderator Peter Whitmarsh - PPC Manager, Search Laboratory Adam Hawkins - UK Sales Manager, Kenshoo Arianne Donoghue - Head of PPC, Stickyeyes 3
- 4. 1. How have Google’s latest ad innovations helped ecommerce advertisers? 4
- 5. Dynamic Remarketing • Allows for dynamic insertion of products into remarketing banners • Based on users’ interaction with your website
- 7. Interest Category Marketing • Great if you have a specific interest to target £££
- 9. 2. Is Facebook advertising worthwhile for ecommerce retailers and how best to measure ROI? 9
- 10. Facebook: Build > Engage > Amplify Page or Fan Base App with Creation Like Ads Sponsored Stories $ Publish to Fans Targeting Fans of Friends 10
- 11. Facebook Target > Expand > Convert Off-Facebook $ $ $ $ 11
- 12. 3. Beyond AdWords and the other PPC platforms, what role can third party technologies play for maximising ROI? 12
- 13. SEM Challenges 13
- 14. SEM Challenges 14
- 15. Products Feeds can keep relevancy updated Attributes Auto Keyword Expansion Auto Campaign & Ad Group Creation Store: 123 Category + Brand Metro: MSP Sub-Category + Brand King’s Soft Field Sofa City: Bloomington Category + Color + Brand Only 12 left at $550.00. Category: Living Room Brand + Sub-Category Price Match Guarantee SubCategory: Sofa Brand + Category www.acme.com/LivingRoom/Sofa Size: Large Brand + Name Brand: King’s Name + Color Item SKU: 527 510 480 10 Size + Name Dynamic Ad Creation Name: Soft Field Name + Brand Color: Lime Green Brand + Location Price: $550.00 Location + Inventory • Keyword Combos • Price • Brand Inventory: 12 Category + Location • Inventory • Promotions • Category 15
- 16. Bidding Mechanisms KW Rules-Based Portfolio-Based Human ✓ Advanced Search Bid Not Feasible Decisioning Management Algorithmic ✓ ✓ Decisioning Keyword Bid Management Portfolio Bid Optimization 16
- 17. Rules Based Bidding • Bids are set on keywords • Each keyword strives to reach the (same) goal • Keywords look to hit its own individual goal… • …even if there is an opportunity to improve overall performance by relaxing its own goal/constraint 17
- 18. Portfolio Bidding • Bids are also set on keywords • The goal is for the entire portfolio – individual keywords don’t have a goal • They all work together towards the “greater good,” even if it means taking a “personal hit” 18
- 19. 4. How best to structure PPC campaigns for maximum ROI? 19
- 20. The Problem • Search terms for a keyword of +dresses Search Phrase Impressions Clicks CTR Convs Conv Rate dresses 2370000 50000 2.11% 1330 2.66% dress 2600000 43000 1.65% 1230 2.86% cheap dress 470000 30000 6.38% 560 1.87% red dress 1100000 20000 1.82% 80 0.40% red maxi dress 260000 18000 6.92% 200 1.11% black minidress 400000 7000 1.75% 120 1.71% designer dresses 120000 6000 5.00% 120 2.00% silk dresses 280000 3000 1.07% 70 2.33% size 10 dresses 30000 2000 6.67% 5 0.25% new look dresses 22000 1500 6.82% 20 1.33% prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%
- 21. The Problem • Hundreds of different search terms triggering this keyword • Loads of these search terms are actually keywords in the account anyway
- 22. The Problem • How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
- 23. The Solution Well thought-out ad group negatives
- 24. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
- 25. Negatives • Think about the priority of negatives when setting up • Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
- 26. Priorities • We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
- 27. Priorities Brand > Style > Colour > Quality > Head Terms • Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
- 28. Priorities Brand > Style > Colour > Quality > Head Terms • So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place • Maxi is negated in everything below style so it has to go to the style ad groups
- 29. 5. PPC & SEO- Synergy, Cannibalism or both? 29
- 30. PPC & SEO Good thing or bad thing? It depends! 30
- 31. Depends on what? • Where you rank organically • Levels of competition in your sector • Costs of PPC • Strength of your brand • What tracking/attribution software you use • How well integrated you *actually* have them 31
- 32. Plenty of overlap PPC in a silo translates to just looking at this: 32
- 33. Plenty of overlap And means we’re missing out on this: 33
- 34. Incrementality • Where the combination is greater than the sum of its parts 34
- 35. Test, Analyse & Learn • Every business is different • No substitute for your own data • Examine your analytics • Use attributed data where possible • Understand where and how your PPC & SEO work together It’s not about which is better or worse – they’re just different! 35
- 36. 6. How does the EU cookie law change things for PPC advertisers? 36
- 37. EU Cookie Law • aka European Privacy Directive • Comes into effect 26th May 2012 • Put simply: • No cookies must be placed without user consent (opt-in) • Unless they are essential for the site experience, e.g. shopping cart
- 38. Key Questions 1. What happens to tracking and attribution which rely on the use of cookies? 2. What could the impact be if a high percentage of site users decline to opt-in? 3. What happens to a site if it doesn’t comply?
- 39. 7. Any questions? 39
- 40. ionSearch 2012 Peter Whitmarsh Search Laboratory
- 41. Newer Google Features Presented By: Pete Whitmarsh
- 42. Dynamic Remarketing • Allows for dynamic insertion of products into remarketing banners • Based on users’ interaction with your website
- 44. Interest Category Marketing • Great if you have a specific interest to target £££
- 45. Similar Users
- 46. PPC Structure for Retail Using Ad Group Negatives to Control Traffic Presented By: Pete Whitmarsh
- 47. The Problem • Search terms for a keyword of +dresses Search Phrase Impressions Clicks CTR Convs Conv Rate dresses 2370000 50000 2.11% 1330 2.66% dress 2600000 43000 1.65% 1230 2.86% cheap dress 470000 30000 6.38% 560 1.87% red dress 1100000 20000 1.82% 80 0.40% red maxi dress 260000 18000 6.92% 200 1.11% black minidress 400000 7000 1.75% 120 1.71% designer dresses 120000 6000 5.00% 120 2.00% silk dresses 280000 3000 1.07% 70 2.33% size 10 dresses 30000 2000 6.67% 5 0.25% new look dresses 22000 1500 6.82% 20 1.33% prom dress 110000 1200 1.09% 20 1.67% debenhams
- 48. The Problem • Hundreds of different search terms triggering this keyword • Loads of these search terms are actually keywords in the account anyway
- 49. The Problem • How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
- 50. The Solution Well thought-out ad group negatives
- 51. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
- 52. Negatives • Think about the priority of negatives when setting up • Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
- 53. Priorities • We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
- 54. Priorities Brand > Style > Colour > Quality > Head Terms • Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
- 55. Priorities Brand > Style > Colour > Quality > Head Terms • So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place • Maxi is negated in everything below style so it has to go to the style ad groups