My presentation from the Winning PPC Tactics session at SES London 2013. Content covering Product Listings Ads, Dynamic Search Ads and Enhanced Campaigns.

1. Winning PPC Tactics
Arianne Donoghue
Farnell element14
Ecommerce Marketing Manager - Europe
London| 18–21 February

2. London| 18–21 February 2013 | #SESLON
Product Listings Ads
@ariannedonoghue

3. London| 18–21 February 2013 | #SESLON
How do you feel about them?
@ariannedonoghue

4. London| 18–21 February 2013 | #SESLON
Now is the time to make sure you have PLA
campaigns!
Australia, Brazil, the Czech Republic,
France, Germany, Italy, Japan, the
Netherlands, Spain, Switzerland, the UK
and the US. @ariannedonoghue

5. London| 18–21 February 2013 | #SESLON
Benefits
• Currently our best performing generic campaign!
• Drives significant revenue
@ariannedonoghue

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Best Practice
• Most common errors:
@ariannedonoghue

7. London| 18–21 February 2013 | #SESLON
Get to know Merchant Center!
@ariannedonoghue

8. London| 18–21 February 2013 | #SESLON
Work to improve your feed’s quality
• Look at optional attributes too:
@ariannedonoghue

9. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue

10. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue

11. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue

12. London| 18–21 February 2013 | #SESLON
Adding product targets
• Select your ad group (do you need a separate ad message?)
• Choose by category/brand etc (can choose up to 3)
• Ensure product target is Validated before setting live
• Give specific product targets a higher bid than “All products”
@ariannedonoghue

13. London| 18–21 February 2013 | #SESLON
Improving traffic quality
• Run search query reports
• Add negatives for irrelevant or poorly-performing queries
@ariannedonoghue

14. London| 18–21 February 2013 | #SESLON
Promotional Text
• Your chance to share your USP!
• Search term “nikon d5100 body”
• Create new ad groups for different messages
• Be specific, NOT generic!
Free Delivery. Free Free Delivery
100% UK Shipping! On Orders
Stock. Over £150
@ariannedonoghue

15. London| 18–21 February 2013 | #SESLON
Product Listings Ads
 Make sure your feed is high-quality & populate optional values
 A quality feed can also be used for Product Extensions
 Ensure you have an “All products” target
 Add additional targets if you need to be more specific
 Make your business stand out with Promotional Text
 Create separate ad groups for unique messaging
 Remember to add negatives from your query reports
@ariannedonoghue

16. London| 18–21 February 2013 | #SESLON
What does this mean for you?
@ariannedonoghue

17. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
@ariannedonoghue

18. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Google crawls your site
and fill in the gaps in
your keyword lists
@ariannedonoghue

19. London| 18–21 February 2013 | #SESLON
Will they work for you?
• If you stock different products/services
• Products/services that change frequently
• If you sell seasonal products
@ariannedonoghue

20. London| 18–21 February 2013 | #SESLON
Setting Up Dynamic Ad Targets
• Very similar to PLAs
• Separate ad groups
for unique ad text
• Segment targets by:
o Category
o URL
o Page Title
o Page Content
@ariannedonoghue

21. London| 18–21 February 2013 | #SESLON
Best Practice
Add high performing
terms as keywords in
your campaigns.
Add poorly performing
terms as negatives.
If DSAs are a growing
proportion of your
traffic you’re missing
out on an opportunity!
@ariannedonoghue

22. London| 18–21 February 2013 | #SESLON
Categories
Optimise by determining which categories are working well and
adding them as new targets.
If your list of categories looks strange, speak to your SEO.
@ariannedonoghue

23. London| 18–21 February 2013 | #SESLON
Excluding Targets
You can create ad targets for pages you wish to be excluded
from Dynamic Search Ads
Create exclusions for products that are “sold out” or
“unavailable” together with site pages that aren’t
product/service specific.
@ariannedonoghue

24. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Ensure you have a basic target that covers your site
 Add additional dynamic targets if you need to be more specific
 Create separate ad groups for unique messaging
 Add search terms which perform well into your campaigns
 Remember to add negatives from your query reports
 View category reports and add these as targets if appropriate
 Speak to your SEO and make sure your site can be indexed
@ariannedonoghue

25. London| 18–21 February 2013 | #SESLON
Enhanced Campaigns
@ariannedonoghue

26. London| 18–21 February 2013 | #SESLON
Enhanced Campaigns
... are all about context
@ariannedonoghue

27. London| 18–21 February 2013 | #SESLON
Enhanced Campaigns
... and targeting users by location, device and time.
@ariannedonoghue

28. London| 18–21 February 2013 | #SESLON
How has the industry taken it?
@ariannedonoghue

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Areas of improvement
@ariannedonoghue

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New Bid Adjustments
Within one campaign you can manage bids for different
devices, locations and times of day.
The multipliers are cumulative & work together.
@ariannedonoghue

31. London| 18–21 February 2013 | #SESLON
Location Targeting
Have multiple locations within one campaign and bid up/down
as appropriate
@ariannedonoghue

32. London| 18–21 February 2013 | #SESLON
Device Targeting
Apply multipliers to mobile or desktop/tablets.
Exclude mobile altogether by bidding -100%
You cannot exclude desktops/tablets or bid on tablets/mobiles
separately @ariannedonoghue

33. London| 18–21 February 2013 | #SESLON
New Ad Options
Create custom mobile ads from within a desktop campaign
Create mobile only
sitelinks or schedule
sitelinks
@ariannedonoghue

34. London| 18–21 February 2013 | #SESLON
Other Sitelink Enhancements
Individual Sitelink Reporting & Approvals
Sitelinks also available at Ad Group level – no need for a new
Campaign
@ariannedonoghue

35. London| 18–21 February 2013 | #SESLON
New Conversion Types
If you don’t have Google Conversion Tracking installed, get on
it!
@ariannedonoghue

36. London| 18–21 February 2013 | #SESLON
Fewer Campaigns Needed
Once migration has taken place, management of campaigns
moving forward may be simplified.
@ariannedonoghue

37. London| 18–21 February 2013 | #SESLON
Summary
Simplified structure may mean fewer campaigns/easier
management
 More sophisticated bidding
 Ad Group Level Sitelinks
 Ad Extension Scheduling
 Individual Sitelink Performance & Approval
 New conversion types coming
@ariannedonoghue

38. London| 18–21 February 2013 | #SESLON
Summary
Lots of work to merge split-out tablet & mobile campaigns
 No specific targeting for tablets or mobiles
 No mobile-only campaigns
 Cannot opt out of tablets but can from mobile
 No more specific device/network/OS targeting
 Multipliers are applied at campaign level
@ariannedonoghue

39. London| 18–21 February 2013 | #SESLON
Things We Don’t Know Yet
 Classification of 3G tablets – whether these count as mobile
devices or within the desktop/tablet category
 Mobile specific landing pages – is this possible without your
own site taking care of it?
 Exactly when will the forced migration happen?
@ariannedonoghue

40. London| 18–21 February 2013 | #SESLON
Key Takeaways
• Get PLAs up and running in all relevant
countries – traffic here is only going to
increase over time!
• Dynamic Search Ads are a great way to fill
in the gaps – you don’t need a feed as
Google does most of the work for you!
• Start testing the features of Enhanced
Campaigns and work on a migration plan,
particularly if you split your campaigns out
as per Google’s previous advice
@ariannedonoghue

41. London| 18–21 February 2013 | #SESLON
One last tip…
@ariannedonoghue

42. Thanks!
London| 18–21 February