Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
How to Leverage Behavioral Science Insights for Direct Mail Success
Future-proofing your AdWords for 2016.
1. Digital Marketing Priorities 2016
Brought to you by:
Future proofing your AdWords account
& strategy for 2016
Zoe O’Neil
Director of Paid Search
ClickThrough Marketing
Understand the importance of regularly auditing your AdWords account
to ensure it adheres to best practice principles to drive improved growth,
performance and efficiency. Plus, we will dig into the trends and
considerations for your 2016 paid search strategy.
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Agenda
AdWords Best Practice:
Why it’s important to audit your account
The crucial elements of an audit
Top AdWords Considerations
2016 Paid Search Strategy:
Cross Device Attribution
Instore – The power of your site as a research tool
Google Shopping
YouTube and Shopping
Local Inventory Ads
Paid Social
The power of bid management tools
Forecasting to maximise sales and revenue
Measuring the value of phone calls
Paid Search and SEO Integration – are you considering the power?
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About me
Director of paid search, ClickThrough Marketing
Worked in paid search 13yrs across strategy & tech
Overseen paid search strategies for:
Paid search wasn’t always as exciting or complex
Now one of the most trackable & transparent
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Why is important to audit AdWords Accounts?
August 2015 Google UK had 88.9% market share
90% advertisers paid search budget spent via AdWords
Best practice is crucial to ensure the best possible ROI
Carried out 1000’s of audits and surprised by the number
of accounts that don't adhere to best practice
Single most important aspect of a successful AdWords
campaign is account structure and campaign setup
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Support your audit with BidCops
BidCops – free, quick & easy way to produce in-depth
AdWords insights without trawling through hours of data
Helps save time & money managing AdWords accounts
Connect your
AdWords account
bidcops.com
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Internal and External Factors
Internal
Quality Score
Efficiency
CPC
Efficiency
Ad Copy
Ad Position
Optimisation
Match Type
Efficiency
Negative
Coverage
Keyword
Coverage
Impression
Share
Landing
Pages
Adscheduling
External
Availability
Promotions
Other marketing
activity
Competitors
Seasonality
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Account, Campaigns & Ad Groups
The structure of your account affects how you optimise,
manage budgets, and report
An good and easy to follow structure makes management
more efficient
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Keywords
Keywords are the nuts and bolts of your campaign
Important to regularly review to discover missed opportunities
Think about where you find your keywords
Ensure you are maximising keyword coverage and growth
utilising Dynamic Search Ads
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Brand Coverage
Until 2008, Google didn’t allow advertisers to bid on
competitor brand names. Then the floodgates opened
Take reasonable steps to protect your brand
Does this mean bidding on your brand? For some
businesses, yes – but for others, it’s just not worth it
Is anyone else bidding on your brand?
Bidding on brand to control messaging
Bidding on brand + product keywords
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Match Types
Auditing & optimising match
types is crucial
Without control of keywords,
you lose control of budget
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Impression Share
Auditing the impressions share and average position
of your keywords is key to a successful campaign
Structure is crucial to ensure maximum visibility and
understand where you’re losing out - rank or budget
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Impression Share Forecasting
Developed a forecasting tool to show advertisers how they could improve sales by
increasing budgets
The Challenge (Insurance Company Brand)
Performance was good but we suspected more gains could be made by opening
budget caps
Used our tool to analyse the account. Forecasted with open caps we could achieve
11% more spend with 11% more conversions
The Results
Spent 24% more and increased conversions by 25%
Metric Current Performance
Performance with Open Caps
(0% Imp Share Lost to Budget)
Delta Change %Change
Imp. 88,651 131,221 42,570 48.02%
Clicks 2,881 4,245 1,364 47.35%
CTR 3.25% 3.24% -0.01% -0.45%
Conv. 672.00 999.15 327.15 48.68%
Cost £7,720.82 £11,797.57 £4,076.75 52.80%
Cost/Conv. £11.49 £11.81 £0.32 2.77%
Conv. Rate 23.33% 23.54% 0.21% 0.91%
Avg. CPC £2.68 £2.78 £0.10 3.70%
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Landing Pages
Think of ads as the shop window and landing pages as
inside your shop
Deep link landing pages relevant to ads and keywords –
each click costs money and reputation
Negatively impact Quality Score (QS) – higher CPCs
Are your landing pages optimised well enough?
Are you’re A/B split testing?
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Quality Score
Quality Score affects Ad Rank and the amount you pay
Ad Rank is a complicated secret formula, but the basis is:
Ad Rank = Bid (CPC) x Quality Score (QS)
Improve Ad Rank by increasing your bid, or improving QS
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Text Ads
The first contact with your audience in a competitive space
Headline - Include keyword content
Display URL - display where the click will go
Description - USPS, promotions and call to action
Dynamic keyword insertion - improve CTR & relevancy
Use three pieces of text ads per ad group. You don’t know
if one message will appeal to all customers
Ensure you’re using mobile preferred ads
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Ad Extensions
Ad extensions are a no-brainer. They make your ads more
clickable with more search real estate
They help improve CTR, Ad Rank, CR and Quality Score
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Campaign Targeting
AdWords offers a wide range of targeting options
True power of targeting can be found when you dig a little deeper
Targeting ads to users in certain locations, or certain devices. More control over
who sees your ads and when
Get this right and the benefits are tremendous and save you money
Think about:
Language and locations of your ads
The timing of your ads
Have you explored search partners?
Your audience and the value of mobile
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Key AdWords Audit Take Aways
A sound structure is key to running
a successful AdWords campaign
Ensure match type efficiency to
drive improved revenue
Forecast and ensure you are gain
maximum visibility for ROI
Keep creative and test, test, test
Run an audit at least every 12
months
Don’t roll out all changes at once.
Understand the impact
Connect your AdWords account to
bidcops.com for free
Download - Best Practice AdWords Audit
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Vote 1
Where do you think your AdWords account need
attention?
Account Structure
Budget Alignment
Match Types
Creative focus
Campaign Targeting
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Top AdWords Considerations - RLSA
RLSA for Shopping
RLSA for Shopping - customise shopping ads for previous visitors
Target Cart Abandoner’s, Previous Buyers, or even specific Product/Categories
Get more sophisticated with RLSA your audiences
Review duration of consumer journey and segment further
Tier bid modifiers to ensure visibility increased for users most likely to purchase
Set up product category visitors, who didn’t add to basket and apply modifiers to
relevant product campaign
Segment customer match by visitors who have/n’t converted and adjust bids
Set low bid modifiers to similar audiences/all visitors to avoid missing visitors
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Top AdWords Considerations – Customer Match
Google's equivalent of Facebook
Custom Audiences
Uses email addresses to target
ads and display across GSP and
YouTube
Greater scope for personalised
PPC campaigns with more
possible segments
Follow customers across mobile,
tablet and desktop
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Top AdWords Considerations –
Demographics for Search
Reach customers likely to be within the demographic groups of your
choice
Age ("18-24", "25-34", "35-44", "45-54", "55-64", "65 or more")
Gender ("Female", "Male”)
Parental status ("Parent", "Not a parent")
Customise ads and bids to people in different age groups and life stage
Combine demographic data with your targeting strategy on GDN
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Cross Device Attribution
40% of online shoppers start their journey on a mobile, before converting on a
desktop or table. Cross device insights help advertisers measure more conversions
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Cross Device Attribution
Google have been predicting mobile search queries will overtake desktop. Already
happening, during weekends and key seasonal events (Christmas or Easter Bank Holidays)
Cross-device attribution has been and will continue to be a challenge in 2016
Many marketers believe consumers don’t convert via mobile. Mobile is a key tool for
consumers researching before they buy on a different device
It’s important to test to compare an aggressive mobile strategy versus a traditional strategy,
where mobile sees little or no traffic
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Google Shopping
60% paid search budgets go through Google Shopping and set to continue
to rise in 2016
Many ways to optimise a product feed. Attributes are essential for running a
Google Shopping campaign
Make sure your product pages are accurate. Regular cause of disapprovals
is inconsistency of prices in the feed and on page
Create a Goal-Led Structure. Use your targets and marketing plans to find
the best way to run your Google Shopping campaign
Use Custom Labels for promotions, high/low ROI or seasonal promotions.
Helps structure campaigns/ad groups, and decisions on bid changes
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Google Shopping
Optimising feeds is time consuming and complex. Hard to stay on
top of but imperative to the success of your campaign
Consider the use of Feed Management companies (Feed Spark)
Automatically detect gaps in the data
and issues in your optimisation and fixes
them.
Work in sync with Google’s algorithms to
grow relevancy and CTR.
Unique definition of data quality,
generating improved product names and
keywords – improve your CTR.
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YouTube & Shopping
Over billion users a day, hundreds of millions of hours watched and billions
of views
Key focus is branding – remember this when setting KPIs
In-stream video ads more shoppable with TrueView for Shopping displaying
product details/images, and click to purchase
50% of views come from mobile devices it works seamlessly across mobile
phones, desktops, and tablets
Scale process by integrating Google Merchant Center, dynamically adding
products to videos
Ads customised for each user through contextual and audience signals
Brands participating in Googles early tests of TrueView for shopping have
seen strong results for driving interest and sales
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Vote 2
What are your biggest fears of putting budget into
Display and YouTube?
Fear of unknown
Justifying Budget
Understanding value
Measurement
Business buy in
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Local Inventory Ads
Local inventory ads - key for
retailers with store presence
Make stock in your local shops
accessible to people shopping
online and on the go
Offers same rich product information
as a Product Listing Ad plus in-store
availability of stock
Visit local storefront page to view
stock, store hours, directions
Macy’s case study demonstrates
the power of LIA
https://youtu.be/L62N0XOsmgU
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Paid Social
Increase brand awareness - Facebook Video View
ads/ Twitter Promoted Videos
Align targeting with target personas
Reach users similar with Lookalike audiences
Carousel link ads - strong CTR
Remarket to website audiences - strong CR
Promoted Pins – target the user by relevant
keywords. Only use pins from your own created
board
LinkedIn powerful B2B targeting at industry/ job title
Facebook/Twitter should also be consider if strong
engagement rate from organic social activity
LinkedIn’s Direct Sponsored Content and
Sponsored Updates has higher engagement rate
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The Instore Opportunity
The In-Store Opportunity
Look at your products, target market and number of stores. It’s important to measure
the in-store attribution for all online activity.
Look at methodologies:
Do you have a Reserve & Collect?
Calculate % of store locator users who visit stores without reserve & collect
Find out the % of store footfall which actually purchases
Work out the in-store average order value
Track how many users click on ‘Store Locator’
Build a metric using this data used to report and optimise on
Is there value as research tool to drive instore? Build measurement in GA
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Vote 3
What Paid Search tactic do will have biggest
impact on your paid search strategy in 2016?
AdWords Audit and Restructure
Shopping Optimisation
Paid Social
Call Tracking
Conversion Rate Optimization
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Maximising Revenue with Bid Management
With bid management tool selection you need to look at cost versus benefits. Our
selected bid management platform is Kenshoo for more than one reason:
Easy to schedule and make editorial changes across multiple publishers
Advanced search features to make changes to unlimited number of keywords
Only way to schedule mobile bid changes by time of day - can’t do this in
AdWords
Various Macro Excel Reports saving hours on reporting
Cross Publisher Reporting and clear Attribution insights and reporting
Customise your own view and Dashboard Report
Multiple Dimensions of campaign data to split non-brand vs. PLA. Vs. brand
Custom Metrics – measure other goals (downloads or store locator)
……what stands it apart now is its ability in strategic bid optimisation with KPO.
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Maximising Revenue with Bid Management
Case Study 1:
For a large car buying brand we are driving 120% more traffic year on year, at a 5%
cheaper cost per click, generating over 10,000 more leads! Not surprising when you
consider over a 30 day period Kenshoo has made 82,500 bid changes.
Case Study 2:
For a large online retailer we are driving 45% more traffic from just 28% more spend.
ROI has stayed on target ROI and same YoY despite more spend. It also dropped
CPC’s on Mobile by 30% but increased traffic.
This resulted in mobile ROI on KPO campaigns being 17% better than non-KPO
campaigns. The results are not surprising when you consider that over a 30 day period
Kenshoo has made over 1million bid changes.
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The Value of Calls
The value of calls paid search drives can go unnoticed. This can be detrimental to a
campaign performance.
Case Study:
We noticed a drop off in online conversions. We identified that this was due to an
increase in call centre staff, able to follow up and convert the on leads more quickly.
As they tracked these call as PPC leads we could feed this data back into our
campaigns and found 20% of all paid search bookings were made via the call centre.
We focussed on driving as many leads as possible and drove 114% more bookings
YoY from just 90% more spend.
Think about how your consumers want to engage with you and how they
can purchase.
At the very basic level use Googles click to call but also consider tools like
Response Tap or Infinity – track all you media effectiveness this way
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Importance of Forecasting
Paying for every click means your number one focus will always be what ROI can
I expect from budget and how can I improve ROI?
Majority of budget will be spent on AdWords we always start by auditing an
AdWords account to see where we can improve the bottom line
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Paid Search and SEO Integration
Brands with a local presence can have SERP domination
Stats show when both are listed together CTR increases on both
Integrated approach = efficiency, opportunities, revenue, speed to align budgets/strategy
Focus on how Paid Search supports SEO. Make sure you focus on attribution
Think about how content (eBooks, infographics) can be utilised in Paid Search
Understand the keyword opportunities from Paid Search to inform your SEO focus
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Summary – questions please!
Maximise AdWords
Mobile still growing –
are you moving with it?
Shopping - quality is
king
Are you tracking all
touch points
Visibility, forecasting
and targets are crucial
Integration – are you
reaping the benefits?
AdWords Audits from £900.
Call 01543 410014 or
contact us via the web
Run your AdWords audit:
Download our Best Practice
AdWords Audit
Connect your AdWords
account to bidcops.com