Winning PPC Tactics - SES London 2013

London| 18–21 February

Winning PPC Tactics

Arianne DonoghueFarnell element14Ecommerce Marketing Manager - Europe

London| 18–21 February 2013 | #SESLON

@ariannedonoghue

Product Listings Ads

London| 18–21 February 2013 | #SESLON

How do you feel about them?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Now is the time to make sure you have PLA campaigns!

@ariannedonoghue

Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the

Netherlands, Spain, Switzerland, the UK and the US.

London| 18–21 February 2013 | #SESLON

Benefits

@ariannedonoghue

• Currently our best performing generic campaign!• Drives significant revenue

London| 18–21 February 2013 | #SESLON

Best Practice

@ariannedonoghue

• Most common errors:

London| 18–21 February 2013 | #SESLON

Get to know Merchant Center!

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Work to improve your feed’s quality

@ariannedonoghue

• Look at optional attributes too:

London| 18–21 February 2013 | #SESLON

How should I structure my campaign?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

How should I structure my campaign?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

How should I structure my campaign?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Adding product targets

@ariannedonoghue

• 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”

London| 18–21 February 2013 | #SESLON

Improving traffic quality

@ariannedonoghue

• Run search query reports• Add negatives for irrelevant or poorly-performing queries

London| 18–21 February 2013 | #SESLON

Promotional Text

@ariannedonoghue

• Your chance to share your USP!• Search term “nikon d5100 body”• Create new ad groups for different messages• Be specific, NOT generic!

Free Delivery. 100% UK

Stock.

Free Delivery On Orders Over £150

Free Shipping!

London| 18–21 February 2013 | #SESLON

Product Listings Ads

@ariannedonoghue

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

London| 18–21 February 2013 | #SESLON

What does this mean for you?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Dynamic Search Ads

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Dynamic Search Ads

@ariannedonoghue

Google crawls your site and fill in the gaps in

your keyword lists

London| 18–21 February 2013 | #SESLON

Will they work for you?

@ariannedonoghue

• If you stock different products/services• Products/services that change frequently• If you sell seasonal products

London| 18–21 February 2013 | #SESLON

Setting Up Dynamic Ad Targets

@ariannedonoghue

• Very similar to PLAs• Separate ad groups

for unique ad text• Segment targets by:

o Categoryo URL

o Page Titleo Page Content

London| 18–21 February 2013 | #SESLON

Best Practice

@ariannedonoghue

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!

London| 18–21 February 2013 | #SESLON

Categories

@ariannedonoghue

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.

London| 18–21 February 2013 | #SESLON

Excluding Targets

@ariannedonoghue

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.

London| 18–21 February 2013 | #SESLON

Dynamic Search Ads

@ariannedonoghue

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

London| 18–21 February 2013 | #SESLON

Enhanced Campaigns

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Enhanced Campaigns

@ariannedonoghue

... are all about context

London| 18–21 February 2013 | #SESLON

Enhanced Campaigns

@ariannedonoghue

... and targeting users by location, device and time.

London| 18–21 February 2013 | #SESLON

How has the industry taken it?

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

Areas of improvement

@ariannedonoghue

London| 18–21 February 2013 | #SESLON

New Bid Adjustments

@ariannedonoghue

Within one campaign you can manage bids for different devices, locations and times of day.

The multipliers are cumulative & work together.

London| 18–21 February 2013 | #SESLON

Location Targeting

@ariannedonoghue

Have multiple locations within one campaign and bid up/down as appropriate

London| 18–21 February 2013 | #SESLON

Device Targeting

@ariannedonoghue

Apply multipliers to mobile or desktop/tablets.Exclude mobile altogether by bidding -100%

You cannot exclude desktops/tablets or bid on tablets/mobiles separately

London| 18–21 February 2013 | #SESLON

New Ad Options

@ariannedonoghue

Create custom mobile ads from within a desktop campaign

Create mobile only sitelinks or schedule

sitelinks

London| 18–21 February 2013 | #SESLON

Other Sitelink Enhancements

@ariannedonoghue

Individual Sitelink Reporting & Approvals

Sitelinks also available at Ad Group level – no need for a new Campaign

London| 18–21 February 2013 | #SESLON

New Conversion Types

@ariannedonoghue

If you don’t have Google Conversion Tracking installed, get on it!

London| 18–21 February 2013 | #SESLON

Fewer Campaigns Needed

@ariannedonoghue

Once migration has taken place, management of campaigns moving forward may be simplified.

London| 18–21 February 2013 | #SESLON

Summary

@ariannedonoghue

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

London| 18–21 February 2013 | #SESLON

Summary

@ariannedonoghue

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

London| 18–21 February 2013 | #SESLON

Things We Don’t Know Yet

@ariannedonoghue

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?

London| 18–21 February 2013 | #SESLON

Key Takeaways

@ariannedonoghue

• 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

London| 18–21 February 2013 | #SESLON

One last tip…

@ariannedonoghue

London| 18–21 February

Thanks!