How to Maintain Control of PPC Messaging - Brooke Osmundson | Sept. 2019
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We’ve heard it all before: “Right User. Right Time. Right Message.” In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world. As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
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How to Maintain Control of PPC Messaging - Brooke Osmundson | Sept. 2019
- 1. S E P T E M B E R 2 0 1 9 HOW TO MAINTAIN CONTROL OF PPC MESSAGING
- 2. ABOUT ME Associate Director of Paid Search In-House Agency Life Somewhat unhealthy obsession with my pets and need for coffee Toby, Master of Corgi Races
- 3. TODAY’S AGENDA − H O W M E S S A G I N G I N F O R M S I N T E N T − N A V I G A T I N G A D F O R M A T S − C R E A T E W I N N I N G A D C O P Y − A D T E S T I N G T O D A Y
- 4. COME ON, REALLY? (www.todayslocalmedia.com ) (www.wordstream.com )
- 5. FOR THE PEOPLE IN THE BACK (www.todayslocalmedia.com ) (www.wordstream.com )
- 6. WHAT WOULD YOU DO? (www.todayslocalmedia.com ) (www.wordstream.com )
- 8. THE PROBLEM WITH GENERIC KEYWORDS There is no intent behind these types of searches
- 9. SPECIFIC MESSAGING SHAPES INTENT CTR may suffer, BUT. More qualified site visitors more qualified leads
- 10. BONUS: LAYER AUDIENCES TO SHAPE INTENT, MAINTAIN CONTROL Layer audiences where applicable to target relevant users
- 11. BE HYPER-SPECIFIC IN MESSAGING TO CONTROL USER INTERACTION B O T T O M L I N E :
- 12. @TOBY_AND_STELLA YOU KNOW YOU WANT TO.
- 13. NAVIGATING TODAY’S AD FORMATS Automated –Responsive Search Ads –Responsive Display Ads –Dynamic Search Ads –Automated Extensions Manual –Expanded Text Ads –Single Image/GIF Banner Ads –Extensions
- 14. RESPONSIVE SEARCH ADS Up to 15 headlines – Minimum of 3 Up to 4 descriptions – Minimum of 2
- 15. RESPONSIVE DISPLAY ADS Images & Logos – At least 1 landscape and 1 square image Videos – Optional (up to 5) Headlines – Up to 5 (and long headline) Descriptions – Up to 5 Business Name
- 16. DYNAMIC SEARCH ADS Use website content to target ads, fill gaps on keyword-based campaigns Headlines & Landing Pages generated using website content – Can control Landing Page targets by category or other parameters https://www.blog.google/products/ads/dynamic-search-ads-are-now-more/
- 18. PROS OF AUTOMATION BENEFITS –Saves time doing manual work –Creates flexible ads that adapt to devices –Broader reach –Quicker optimization? –Increases ad group performance?
- 19. CONS OF AUTOMATION CONS –No clear testing method (rotate evenly is gone) –Reporting is limited –Losing control of ad visualization and messaging –Important for regulated or corporate industries for approval
- 22. USE AUTOMATED CREATIVE WHEN IT MAKES SENSE FOR YOUR BUSINESS. B O T T O M L I N E :
- 24. #1: USE PINS IN RESPONSIVE SEARCH ADS Pin: can control where individual headlines/descriptions appear Can still stay in control of ad visualization Would technically still function as an ETA Use Cases: – Companies who need all legal approval for ads – When you want certain CTAs to show at all times
- 25. #2: USE ONLY APPROVED IMAGES FOR RESPONSIVE DISPLAY ADS Google can scan your website for images, logos, etc. – Never recommend this!
- 26. #3: USE NEGATIVE PLACEMENTS IN RESPONSIVE DISPLAY CAMPAIGNS If you have separate YouTube/Gmail campaigns running, negate these placements to maintain control of your other dedicated ad formats No brainer: negate sensitive social/political sites at an account level for brand safety
- 27. #4: TURN OFF AUTOMATED EXTENSIONS AT ACCOUNT LEVEL Turn off extensions where you can’t control messaging Do this for Google and Bing
- 28. #5: TURN OFF AD SUGGESTIONS AT ACCOUNT LEVEL Default is for Google to automatically apply suggestions after 14 days
- 29. #6: TURN OFF AD EXPANSION IN DISPLAY CAMPAIGNS More sad data:
- 30. #6: TURN OFF AD EXPANSION IN DISPLAY CAMPAIGNS
- 31.
- 32. CREATE WINNING AD COPY BASED ON AUDIENCE
- 33. WHAT WE THINK HAPPENS
- 35. WOULD YOU ASK FOR THIS ON A FIRST DATE?
- 36. Funnel Stage - B2B Audience Audience Needs Message to Audience(s) Platforms Tactical Campaigns MESSAGING EXERCISE
- 37. Funnel Stage - B2B Audience Audience Needs Message to Audience(s) Platforms Tactical Campaigns MESSAGING EXERCISE
- 38. MESSAGING EXERCISE Funnel Stage - B2C Audience Audience Needs Message to Audience(s) Platforms Tactical Campaigns Key Success Measurements In-Market Audiences Lookalike Audiences of Past Purchasers Advanced 2D/3D Software capabilities (whether for work, personal) Introduction of brand and product YouTube, GDN In-Stream YT Ad Sequence YT GDN Ads Quality video views View Rate Engagement Rate Time on Site (?) Remarketing YT Ad Viewers (Qualified) Quality Visits to Landing Page Want to test out different products for comparison Free Trial of Product Benefits/Features of Product What sets brand apart from competitors Facebook, GDN, Search Facebook Video Ads GDN Ads Search Campaigns Free Trial Downloads Visits to Site Time on Site Users Who Have Downloaded Free Trial Users searching Google for Software (RLSA add-on) Need to understand how to use software, which brand has all the features they need Tutorials of Product In Use Discount on Full Version Facebook, GDN, Google, Bing Facebook Video Ads GDN Ads Search Campaigns Shopping Campaigns Visits to Site Revenue ROAS Conversion Rate Users Who Have Downloaded Free Trial Users searching for Brand (RLSA add-on) Wanting to get the best value (may not be worried about price) Discount on Full Version, Buy Now Google, Bing Search Campaigns Shopping Campaigns Revenue ROAS Conversion Rate
- 39. MESSAGING EXERCISE Funnel Stage - B2C Audience Audience Needs Message to Audience(s) Platforms Tactical Campaigns Key Success Measurements In-Market Audiences Lookalike Audiences of Past Purchasers Advanced 2D/3D Software capabilities (whether for work, personal) Introduction of brand and product YouTube, GDN In-Stream YT Ad Sequence YT GDN Ads Quality video views View Rate Engagement Rate Time on Site (?) Remarketing YT Ad Viewers (Qualified) Quality Visits to Landing Page Want to test out different products for comparison Free Trial of Product Benefits/Features of Product What sets brand apart from competitors Facebook, GDN, Search Facebook Video Ads GDN Ads Search Campaigns Free Trial Downloads Visits to Site Time on Site Users Who Have Downloaded Free Trial Users searching Google for Software (RLSA add-on) Need to understand how to use software, which brand has all the features they need Tutorials of Product In Use Discount on Full Version Facebook, GDN, Google, Bing Facebook Video Ads GDN Ads Search Campaigns Shopping Campaigns Visits to Site Revenue ROAS Conversion Rate Users Who Have Downloaded Free Trial Users searching for Brand (RLSA add-on) Wanting to get the best value (may not be worried about price) Discount on Full Version, Buy Now Google, Bing Search Campaigns Shopping Campaigns Revenue ROAS Conversion Rate #1 #2 #3#4 #5
- 40. MESSAGING EXAMPLES Me, casually searching for cute jumpsuits (1st time search) https://www.nordicclick.com/resources/google-ads-preview- tool/
- 41. MESSAGING EXAMPLES Me, again now searching the brand directly – OR: I could be searching the same thing again but have already been to the website https://www.nordicclick.com/resources/google-ads-preview- tool/
- 42. MESSAGING TAKEAWAYS Audience needs are different at each stage of the funnel – DO NOT EXPECT A DIRECT LEAD (OR PURCHASE) FROM AN UPPER FUNNEL CAMPAIGN! – {Also… Attribution conversations are for another day. } Create different variations of ad messaging for each stage of marketing funnel Test variations of messaging in different platforms to see which resonates best with users Have content to back up your ad messaging
- 43. HAVE DIFFERENT ACTIONS & KEY MESSAGING FOR EACH STAGE OF THE FUNNEL B O T T O M L I N E :
- 46. THE GOOD OLD DAYS… Google has made it nearly impossible to perform actual “A/B” or “Split” tests. …How do we approach this with clients when those buzzwords are constantly used?
- 47. #1: USE RSA PERFORMANCE TO CREATE SOLID EXPANDED TEXT ADS 1 RSA per ad group 2 ETAs per ad group Create different variations of headlines/descriptions than what is currently in your ETAs – Shows you are consistently testing out messaging – Start with your high-volume ad groups
- 48. #2: USE EXPERIMENTS IN GOOGLE ADS Can be a bit tricky to set up.. – Found in “Drafts & Experiments” tab on left side of interface Past Client Use Cases: – Bid Strategy testing – Static vs. Responsive imagery
- 49. #2: USE EXPERIMENTS IN GOOGLE ADS 1) Create draft of campaign you want to test
- 50. #2: USE EXPERIMENTS IN GOOGLE ADS 2) Make changes to your draft (what you want to test from original campaign). CLICK APPLY RUN AN EXPERIMENT. 3) Go back to “Drafts & Experiments” navigate to “Experiments tab and select the draft you edited.
- 51. #3: USE AD EXTENSIONS Utilize extensions such as sitelinks to maintain a consistent message if you are testing RSA and other ad copy. – If there is messaging that you always want shown where RSAs may not, sitelinks can help. – {Caveat – sitelinks are not always guaranteed to show}
- 52. AD TESTING HAS CHANGED. LET AI & MACHINE LEARNING WORK WITH YOU, NOT AGAINST YOU. B O T T O M L I N E :
- 53. QUESTIONS?
- 54. THANK YOU FOR YOUR TIME 21960 Minnetonka Boulevard, Suite 100 Excelsior, MN 55331 952.460.3333 www.NordicClick.com
Editor's Notes
- Ironically, WS caught the Ford Focus bad ad example with unrelated intent. BUT, I have an example for them as I was looking for bad ad examples, and they want to give me a guide to hacking Google Ads. That was not my intent!
- Extensive negative keyword research Change messaging to not have “Everything”. So misleading. Change messaging to speak more to intent. Drive a Mazda Instead.
- No information on: -the demographics -Reaching a consumer vs. a decision maker in business
- For example, say I work for a large company and looking for industrial tape. I may not search like that, so I’d probably type in something like this. The results for this search show a mixture of consumer-related goods and information for larger businesses. Notice how there is no callout for “Buy Now”.
- Can either target them specifically for high volume searches, or at observation mode to gather data on how they interact differently than others.
- Tonight we’ll focus on the automated ad formats.
- -Responsive search ads can be effective, but requires volume and patience. Basically the “machine” needs time to learn and that requires volume and time since part of learning “what works” is also learning “what doesn’t work”. -Troubles: sometimes it’s hard to have enough content to fill that many description lines or headlines. You need to have content available to support your ads. -Sometimes you only need to promote one thing. Best practice to have 2 ETA’s and 1 RSA per ad group. Tends to have lower CTR, performance, etc.
- Asset-based Automatically adjust size, appearance and format to fit available ad specs
- When Not to Use Dynamic Search Ads are not recommended if your website changes rapidly—with, for instance, daily deals. Dynamic Search Ads won’t work for sites from some industries, such as pharmaceutical, gambling, and adult. Dynamic Search Ads work best with well optimized pages where Dynamic Search Ads can identify themes and terms on the webpage. Dynamic Search Ads doesn’t work well with websites that are in a format that Google Ads can’t do this for (for example, sites that contain mostly Flash content or images, or sites that require users to sign in to access the majority of the site's content). Your website domain must work with http:// at the beginning. If it only works with https://, then it won’t be eligible to work with Dynamic Search Ads and creatives will be disapproved for “Destination not working."
- Context: Healthcare company promoting awareness to new service offerings. Their main objective is to “Schedule an Appointment”. However, that headline has ZERO impressions. How is machine learning working if it doesn’t even give it a chance? Headline with prominent CTA has ZERO impressions. How is that a clear test if it hasn’t shown? (Same with description) No click or CTR data
- Top Showing Ad only had 2 headlines and 2 descriptions (smaller than an ETA). No CTR data
- I think eventually we all need to get on board with automation. But I’d rather see businesses ease themselves into it as it makes sense based on their goals, then to rush into Google recommendations.
- This can be tricky to find and I strongly think Google doesn’t want us to know how to find it. Bing also has this option too, so it may be worth looking into your Bing automated volume and turning off.
- As an agency MCC, you can turn this off at an MCC level for all existing accounts. ANY NEW ACCOUNTS added to the MCC should be checked for that setting (not sure if it auto-applies or not).
- Not sure if this is a bug (they claimed that last year), but now they updated the settings AGAIN and it’s a slider option. As Kirk Williams said: “We already have audience expansion for Remarketing. It’s called Similar Audiences”.
- Go into the campaign, and then ad group settings Click “Edit Ad Group Targeting” Turn that slider off!! Why does this matter? For remarketing campaigns, you’re likely sending them a specific offer/different message than a new user. By having expansion on, they’re being treated as a remarketing customer. This is definitely a huge flaw in Google’s updates.
- This is my brain. Literally every day.
- “You might say there’s 3 stages. You might say 5. You might say ‘it’s not even a funnel’, and you would all be right. Use the ‘object’ that best describes your customer buying process, BUT these principles apply whether or not you think it’s a funnel, a flywheel, a journey map, whatever” Step 1: Address your audience needs. Key: If your customer is not aware, that’s where your paid ad platforms and tactics come in. If yes, make sure you have content to bac up everything.
- Step 2: once you define the audience needs, you need to have messaging that supports the problem/need they are trying to solve.
- This is an example we worked through with a client. Historically, they had only bid on brand terms. As you can imagine, their funnel of users kept getting smaller and smaller every year. We needed to do something with a new product launch and walked them through this exercise.
- While Audience is listed first here, the “tactical” audiences that you’re putting together based on platform comes after the decision of which platforms to use. But at the end of the day, it all ties back to audience which is why it is listed first here. Notice how TOF KPIs do not include revenue, conversion rates, CPA, etc. Those are not meant to directly produce a winning customer!
- 1) List different brands, show promotions, use all the extensions to take up ad space!
- 2) For RLSA, create separate campaigns and message them differently Same thing for brand
- Can be a bit tricky to set up.. Found in “Drafts & Experiments” tab on left side of interface Past Client Use Cases: Bid Strategy testing Static vs. Responsive imagery
- 1) Create draft of campaign you want to test