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ionSearch 2012 - Expert Panel Suite
Maximising ROI For High-Turnover
Ecommerce Campaigns
James Holmes – Paid Search Director, Blueclaw - Moderator
Peter Whitmarsh – PPC Manager, Search Laboratory
Adam Hawkins – UK Sales Manager, Kenshoo
Arianne Donoghue – Head of PPC, Stickyeyes
ionSearch 2012
James Holmes
Blueclaw
14.15- 15.00:
Maximising ROI for high-turnover ecommerce PPC campaigns James Holmes - Paid Search Director, Blueclaw – Moderator Peter Whitmarsh - PPC Manager, Search Laboratory Adam Hawkins - UK Sales Manager, Kenshoo Arianne Donoghue - Head of PPC, Stickyeyes
3
4
1. How have Google’s latest ad innovations helped ecommerce advertisers?
• Allows for dynamic insertion of
products into remarketing
banners
• Based on users’ interaction with
your website
Dynamic Remarketing
Product Listing Ads
Interest Category Marketing
• Great if you have a specific interest to target
£££
Similar Users
9
2. Is Facebook advertising worthwhile for ecommerce retailers and how best to measure ROI?
Facebook: Build > Engage > Amplify
10
Page or App
Creation
Fan Base with
Like Ads
Publish to Fans
Targeting Fans of Friends
Sponsored Stories $
11
Facebook Target > Expand > Convert Off-Facebook
$
$
$
$
12
3. Beyond AdWords and the other PPC platforms, what role can third party technologies play for maximising ROI?
13
SEM Challenges
14
SEM Challenges
Dynamic Ad Creation
Products Feeds can keep relevancy updated
15
Store: 123
Metro: MSP
City: Bloomington
Category: Living Room
SubCategory: Sofa
Size: Large
Brand: King’s
Item SKU: 527 510 480 10
Name: Soft Field
Color: Lime Green
Price: $550.00
Inventory: 12
Attributes
• Keyword Combos
• Inventory
• Price
• Promotions
Category + Brand
Sub-Category + Brand
Category + Color + Brand
Brand + Sub-Category
Brand + Category
Brand + Name
Name + Color
Size + Name
Name + Brand
Brand + Location
Location + Inventory
Category + Location
Auto Keyword Expansion
King’s Soft Field Sofa Only 12 left at $550.00. Price Match Guarantee www.acme.com/LivingRoom/Sofa
Auto Campaign & Ad Group Creation
• Brand
• Category
16
Bidding Mechanisms
KW Rules-Based Portfolio-Based
Human Decisioning
Algorithmic Decisioning
Advanced Search Bid Management
Keyword Bid Management
Not Feasible
Portfolio Bid Optimization
✓
✓
✓
17
Rules Based Bidding
• Bids are set on keywords
• Each keyword strives to reach the (same) goal
• Keywords look to hit its own individual goal…
• …even if there is an opportunity to improve overall performance by relaxing its own goal/constraint
18
Portfolio Bidding
• Bids are also set on keywords
• The goal is for the entire portfolio – individual keywords don’t have a goal
• They all work together towards the “greater good,” even if it means taking a “personal hit”
19
4. How best to structure PPC campaigns for maximum ROI?
The Problem
• Search terms for a keyword of +dresses
Search Phrase Impressions Clicks CTR Convs Conv Rate
dresses 2370000 50000 2.11% 1330 2.66%
dress 2600000 43000 1.65% 1230 2.86%
cheap dress 470000 30000 6.38% 560 1.87%
red dress 1100000 20000 1.82% 80 0.40%
red maxi dress 260000 18000 6.92% 200 1.11%
black minidress 400000 7000 1.75% 120 1.71%
designer dresses 120000 6000 5.00% 120 2.00%
silk dresses 280000 3000 1.07% 70 2.33%
size 10 dresses 30000 2000 6.67% 5 0.25%
new look dresses 22000 1500 6.82% 20 1.33%
prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%
The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword reporting
Wrong
The Solution
Well thought-out ad group negatives
Example
Dresses
Brand
Gucci
D&G
Primark
Colour
Red
Black
Pink
Quality
Cheap
Designer
High End
Style
Maxi
Mini
Prom
Negatives
• Think about the priority of negatives when
setting up
• Where should a search phrase ‘cheap red
maxi dresses size 10 uk’ be?
– Dresses (Head terms)
– Dresses >> Colours >> Red
– Dresses >> Style >> Maxi
– Dresses >> Quality >> Cheap
Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
Priorities
Brand > Style > Colour > Quality > Head Terms
• Then when setting up we know that:
– ‘Gucci’ can be negated in the style, colour, quality &
head terms groups
– ‘Red’ can be negated in the quality & head terms groups
Priorities
Brand > Style > Colour > Quality > Head Terms
• So now we know that ‘cheap red maxi dresses size
10 uk’ can only go to one place
• Maxi is negated in everything below style so it has
to go to the style ad groups
29
5. PPC & SEO- Synergy, Cannibalism or both?
PPC & SEO
Good thing or bad thing?
It depends!
30
Depends on what?
• Where you rank organically
• Levels of competition in your sector
• Costs of PPC
• Strength of your brand
• What tracking/attribution software you use
• How well integrated you *actually* have them
31
Plenty of overlap PPC in a silo translates to just
looking at this:
32
Plenty of overlap
And means we’re missing out on this:
33
Incrementality • Where the combination is greater than the sum of its parts
34
Test, Analyse & Learn • Every business is different
• No substitute for your own data
• Examine your analytics
• Use attributed data where possible
• Understand where and how your PPC & SEO work together
It’s not about which is better or worse – they’re just
different! 35
36
6. How does the EU cookie law change things for PPC advertisers?
EU Cookie Law • aka European Privacy Directive
• Comes into effect 26th May 2012
• Put simply:
• No cookies must be placed without user consent (opt-in)
• Unless they are essential for the site experience, e.g.
shopping cart
Key Questions 1. What happens to tracking and attribution which rely on the
use of cookies?
2. What could the impact be if a high percentage of site users
decline to opt-in?
3. What happens to a site if it doesn’t comply?
39
7. Any questions?
ionSearch 2012
Peter Whitmarsh
Search Laboratory
Newer Google Features Presented By: Pete Whitmarsh
Dynamic Remarketing
• Allows for dynamic insertion of
products into remarketing
banners
• Based on users’ interaction with
your website
Product Listing Ads
Interest Category Marketing
• Great if you have a specific interest to target
£££
Similar Users
PPC Structure for Retail
Using Ad Group Negatives to Control Traffic
Presented By: Pete Whitmarsh
The Problem
• Search terms for a keyword of +dresses
Search Phrase Impressions Clicks CTR Convs Conv Rate
dresses 2370000 50000 2.11% 1330 2.66%
dress 2600000 43000 1.65% 1230 2.86%
cheap dress 470000 30000 6.38% 560 1.87%
red dress 1100000 20000 1.82% 80 0.40%
red maxi dress 260000 18000 6.92% 200 1.11%
black minidress 400000 7000 1.75% 120 1.71%
designer dresses 120000 6000 5.00% 120 2.00%
silk dresses 280000 3000 1.07% 70 2.33%
size 10 dresses 30000 2000 6.67% 5 0.25%
new look dresses 22000 1500 6.82% 20 1.33%
prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%
The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword reporting
Wrong
The Solution
Well thought-out ad group negatives
Example
Dresses
Brand
Gucci
D&G
Primark
Colour
Red
Black
Pink
Quality
Cheap
Designer
High End
Style
Maxi
Mini
Prom
Negatives
• Think about the priority of negatives when
setting up
• Where should a search phrase ‘cheap red
maxi dresses size 10 uk’ be?
– Dresses (Head terms)
– Dresses >> Colours >> Red
– Dresses >> Style >> Maxi
– Dresses >> Quality >> Cheap
Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
Priorities
Brand > Style > Colour > Quality > Head Terms
• Then when setting up we know that:
– ‘Gucci’ can be negated in the style, colour, quality &
head terms groups
– ‘Red’ can be negated in the quality & head terms groups
Priorities
Brand > Style > Colour > Quality > Head Terms
• So now we know that ‘cheap red maxi dresses size
10 uk’ can only go to one place
• Maxi is negated in everything below style so it has
to go to the style ad groups
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