Ben O'Neil's, Paid Search Manager at 7thingsmedia, presentation on "How to make an efficient paid search strategy." Presented at 7thingsmedia Breakfast Bites, Figaro Search Seminar, IAB Workshop, June 2014

1. HOW TO MAKE GENERICS WORK
THROUGH PAID SEARCH
Presented by:
Ben O’Neil, Account Manager
17th July 2014

2. Contents
• 7thingsmedia introduction
• Why invest?
• Old World
• Typical client briefs
• How to optimise
• Summary
• Q&A
@7thingsmedia
@IABUK

3. Affiliates
LONDON | NEW YORK | SINGAPORE
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia

4. Today

5. Why invest in Generics?
• Many question the value of generic paid search
• Can budget be better spent elsewhere?
• Account audits provide some shocking insight
– Leads to scepticism of generic tactics
@7thingsmedia
@IABUK
What are the benefits:
• Direct Response technique
• New customer acquisition
• Branding element

6. Old world
Keyword
Grouping
Ad Copy &
Destination
Successful
Conversion
@7thingsmedia
@IABUK

7. Typical client briefs
Client A:
Fast Fashion
Retailer
Client B:
City Centre Hotel
Chain
Client C:
New Cosmetics
Brand
@7thingsmedia
@IABUK

8. What issues could these brands face?

9. How can we optimise?

10. How do we optimise
Google released over 1,000 changes
to the Adwords eco-system in 2013
@7thingsmedia
@IABUK

11. Match types
Google Search
receives 500 million
never-
before-seen
queries per day
Google UK, May 2014
@7thingsmedia
@IABUK

12. Match types
@7thingsmedia
@IABUK

13. Match types
Typical situation
• Broad and Exact keyword match types
– Match types both inefficient and
constrictive
Solution
• Broad Modified keywords for long tail
queries
• Allow for greater intent, conversational
searches
@7thingsmedia
@IABUK

14. How can Ad Scheduling help a brand?

15. Ad scheduling
Ad Scheduling consistently NOT used in accounts
We know conversion differs
• Per hour
• Per day
• Per season
• Different across verticals?
@7thingsmedia
@IABUK

16. Ad scheduling
Typical situation:
• Generic ads showing 24hrs a day, 7 days a
week
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Midnight Noon Midnight
Conversion Rate
- 10%
- 20%
+ 30%
+ 15%
OFF
Solution
• Schedule ads to only run at key trading hours
• Bid Adjustments to alter Ad Positioning
@7thingsmedia
@IABUK

17. Geo-targeting
Conversion per location will also differ greatly
• Does your brand have physical stores?
− Where?
Brand awareness not the only factor:
• Affluence/disposable income?
• Trends per region?
• Weather?
Where is your customer located?
@7thingsmedia
@IABUK

18. Geo-targeting
Typical situation:
• Targeting generics UK wide
Solution
• Geo-target store locations
• Trial other locations over time
− Discover your target audience
• Bid Adjustments across regions, cities etc.
@7thingsmedia
@IABUK
= Store Location

19. Enhanced campaigns
Google release in February 2013
• “Marketing for a constantly connected world”
• Removal of device specific targeting
Wealth of wider releases
• Bid Adjustments
• Expanded Site Links
• Remarketing for Search
• New ad extensions
@7thingsmedia
@IABUK

20. How can device targeting be utilised?

21. Device targeting
Desktop queries for
clothing declined
by -15%, while
Mobile queries
grew by 32% and
Tablet searches
grew by 40%
- (Q4 2013 YoY)
@7thingsmedia
@IABUK

22. Device targeting
Typical situation:
• Responsive mobile site
• Reducing bids on mobile - no analysis
Solution
• Analyse performance at campaign level
• Take advantage of low cost traffic over
competition
@7thingsmedia
@IABUK

23. Product Listing Ads
Typical situation
• “All Products” basic campaign build out
• No negative keyword optimisation
Solution
• Build out of granular Ad Groups/Campaigns
• More aggressive bidding strategies
• Negative keyword’s for broad, low intent terms
@7thingsmedia
@IABUK

24. Product Listing Ads
Typical situation
• “All Products” basic campaign build out
• No negative keyword optimisation
Solution
• Build out of granular Ad Groups/Campaigns
• More aggressive bidding strategies
• Negative keyword’s for broad, low intent terms
@7thingsmedia
@IABUK

25. Remarketing for Search Ads
Remarketing now available on search text ads
• Gathers IP addresses based on past behaviour
• Past buyer?
• Basket abandoned?
• Browsed specific category?
@7thingsmedia
@IABUK

26. Remarketing for Search Ads
@7thingsmedia
@IABUK

27. How can a new brand make a noise?

28. Remarketing for Search Ads
Typical situation
• Remarketing for Search (RLSA) not being used
• Or not being used correctly
• Generic menswear keywords
• 6% Conversion Rate
• 7:1 ROI
Client Example
Solution
• Gather IP addresses based on past behaviour
• Utilise lists for more aggressive generic strategy
– Higher ad positions for past visitors
Previous buyer
New?
Anti Wrinkle Cream
Abandoned basket
@7thingsmedia
@IABUK

29. Tactical generic targeting
Tying together several of these efficiency tools, your
generic strategy can become highly tactical
• With restrictive budgets
• Against more established competitors
• You need to make a noise at the right time for
your business
@7thingsmedia
@IABUK

30. How to make an impact
478%
Revenue
• Deliver generic ads:
- At peak trading hours
- In key locations
- RLSA specific campaigns
- During sale
• December YoY
• 20% Generic Revenue
• 2.5:1 ROI
Client Example
@7thingsmedia
@IABUK

31. Summary

32. Summary
+anti +wrinkle +cream
• Match Types
• Ad Scheduling
• Geo-targeting
• Mobile Bid Strategy
• Remarketing for Search
• Tactical Generics
EFFICIENT
INCREMENTAL
BUSINESS
@7thingsmedia
@IABUK

33. Questions

34. fin.
connect:
ben.oneil@7thingsmedia.com
www.7thingsmedia.com
@7thingsmedia
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