Irina MarinescuSEM Manager @ Sien France

PRBeta Conference

16.05.2014

Cine este IRINA?

Program

Prezentare Adwords

Hands On

Intrebari

Intrebari + Pauza

Business Model vs Adwords

B2C (Agentie de turism SRL)

99% - DA

B2B (Agentie Web SRL)

70% - DA

B2C = B2B

Piata .ro

Piata .ro

Magazine preferate in .ro

Categorii de interes

Best Practices

Inainte de START

The usual (card, adresa, buget)

Obiectivele business-ului

Detalii Clienti/Audienta

Produse/Servicii importante

Avantaje vs Concurenta

Oferte speciale

Locatie

Landing Page

Tracking

NO Shenanigans

Bugete

1 Buget initial

(30-150 lei/zi)x30,4 = 912-4560 lei/luna

Keyword Planner Way

sau

2 Buget limitat

Tip campanie

Tip bidding Tip targetare Tip Optimizare

Search manuallong tail, cuvinte negative, brand

competitori

pozitie>2, ad scheduling, quality score, ad extensions,

landing pages

DE EVITAT: Display & DSAAutomatizare

Shared Budget

3Buget consumat/neconsumatAd Scheduling

2

1

3

4Buget consumat/neconsumat

Bid Adjustment

2

1

3

5Buget neconsumat

2

1

3

Expand campaign

Increase bids

Shared budget

Targetare & Setari

Setari Campanie

2

1

3

Setari Campanie

2

1

3

Tracking

Tools

-manage all scripts

-goals; referrals; behavior; perf.

-ALL campaigns

-rankings & competitors

-page performance

-conversions

URL BUILDER

Camp Exemplu Parametru

Campaign Source*

adwords utm_source=adwords

Campaign Medium*

cpc utm_medium=cpc

Campaign Term

(optional)sejur utm_term=sejur

Campaign Name*

sejur_grecia

utm_campaign=sejur_grecia

www.nume-site.ro/?utm_source=adwords&utm_medium=cpc&utm_campaign=sejur_grecia

Analytics Reporting

Structura Campanie

Care este structura perfecta?

Varianta 1

Care este structura perfecta?

Varianta 2

Awareness;Informatie

Detalii Produs;Remarketing

Oferta;Remarketing

RemarketingFidelizare

hubspot

First do it.Then do it right.Then do it better.

Tipuri de campanii

DISPLAYCTR mic, expunere, awareness, trafic rapid, validare MVP, termen mediu-lung.

SEARCHROI, optimizare, termen lung.

SEARCH + DISPLAY SELECTEDValidare ultra-rapida a MVP

DSA (Dynamic Search Ads)Discovery tool, volum trafic pentru download sie-commerce, +SEMREMARKETING

+ROI, excludere audiente

MOBILE / APPS*Apps, optimizare scazuta, *volum mic si costuri mari SEM

VIDEOExpunere, awareness, volum mare afisari vs. clicks

SCM (Search Marketing Companion)Bonus

Display

UNDE: GDN (Google Display

Network)

AD FORMAT: Text, Banner,

Video, Mobile, Social,

Engagement, Dynamic

TARGETARE: Cuvinte cheie,

Placements (websites),

Interests & Remarketing lists,

Demographics, Topics

MANAGEMENT: Auto -

Conservative/Aggressive (DCO -

Display Campaign Optimizer),

Managed (Manual)

REZULTATE: Awareness, Volum

mare de trafic, Fidelizare

1Alege tipul de campanie Display

2Structura unui Banner

3Bannerul Perfect

CuratClar

ConcisCTA

Logo

4Targetare & Tools

Use Display Planner: Direct Response / Branding Campaign

Mix & Match Targeting

Targeting Control Relevancy Traffic Cost

TOPICS x x

PLACEMENTS x x x* x*

INTERESTS x x x

Keywords; Gender; Age;

Bid Onlyx x x

ATO** Conservative

x x

ATO Aggressive x*** x x

Target and Bid x x x

*in DCO (Display Campaign Optimization) mode**ATO = Auto Targeting Optimization***discutabil

5Metrici specifici

Impression Capping

Awareness - Unique Users & Budget Spent

Direct Response - Impressions/CTR; CPA; Conv

5Metrici specifici

Campaign / Ad group level Exclusions

+ Targeting+Interest & remarketing

Site category options

6Optimizare Display

NU UITA DE CAMPANIE IN AUTO MODE !

PLACEMENTS

CUVINTE CHEIE NEGATIVE

EXCLUSIONS

REACH & FREQUENCY

DEMOGRAPHICS

Remarketing

1Tipuri Remarketing

TOATE TIPURILE DE CAMPANII POT AVEA

REMARKETING

DisplaySearchAppsVideo

2Setare Remarketing

All visitors - lista default

Liste - audiente

Liste - audiente + membership

RMK - Display vs Search vs App

Campanie Targeting Control Relevancy Traffic Cost

Search (RLSA)

Audiente - Liste

x x+ ±10% x

AppsAudiente -

Liste*;Targeting**

x x+ ±10% x

Display

Campanie + Liste +

Targeting Display

x x+ ±10% x

Video Targeting x x+ ±10% x

*pt Search**pt Display

3Optimizare Remarketing

OPTIMIZARE MANUALA A BIDDINGULUI

ANUNTURI BRAND + OFERTE

LISTE

DURATA MEMBERSHIP

REACH & FREQUENCY

IMPRESSION SHARE (<100%)

LANDING PAGE

4Exemple Liste Remarketing

EXCLUDERE AUDIENTE:

OS

Pagina vizitata

returning User

VIZITATORII de Black Friday

TARGETARE AUDIENTE:

Shopping Cart Abandonment

Pagina vizitata/Nevizitata

VIzitatoriI de BLACK FRIDAY

Video

UNDE: Youtube Network & GDN

AD FORMAT: Video, in-stream, in-display

TARGETARE: Interests & Remarketing lists,

Demographics, Topics, Placements, Cuvinte cheie

Youtube

MANAGEMENT: Auto

OPTIMIZARE: /Targetare; Max Cost Per View/ad

format

REZULTATE: Awareness, Branding, Audienta

1Bidding & Targeting

1Bidding & Targeting

2Optimizare Campanie Video

NU UITA DE CAMPANIE!

REMARKETING LISTS

PLACEMENTS

CUVINTE CHEIE NEGATIVE

EXCLUSIONS

REACH & FREQUENCY

DEMOGRAPHICS

LANDING PAGE

IMAGINI NECOMERCIALE

CTA

3 Metrici

Mobile / Apps

1Alege tipul de campanie

DISPLAY

SEARCH

TARGETARE: cuvinte cheie, placements,

interests & remarketing, demographics,

device, os, carriers & wifi networks

MANAGEMENT: manual & auto (CPA

level)

REZULTATE: App Download, Extindere

reach

2Tip Anunturi si Targetare

3 App Promotion

3App Promotion - Tracking

Android App

3App Promotion - Tracking

iOS App

4 Optimizare Mobile

CUVINTE CHEIE

IMPRESSION SHARE

CONVERSION OPTIMIZER

PLACEMENTS & TARGETING

EXCLUSIONS

ANUNTURI

DSA Dynamic Search Ads

1Alege tipul de campanie

PERFECT PENTRU E-COMMERCE

NU CONCUREAZA DIRECT CU SEARCH STANDARD

2 Setari

2

1

3

3 Anunturi

4 Tracking

5Metrici & Rapoarte

See search terms

See categories

6Optimizare DSA

OPTIMIZARE CPC/CONVERSII

CUVINTE CHEIE NEGATIVE

NIVEL TARGETARE

ANUNTURI

WEBSITE COVERAGE

BUGET

Search Companion Marketing

Shh… e secret

NU este o campanie de REMARKETING

UNDE: GDN

TARGETARE: search intent

TIP: Display + Search

VOLUM: 10-15% dintr-o campanie Display

PERFORMANTA: = Search

Search / SEM

In tendinte…

De aproape…

De mai aproape…

Keyword Research

Tools

Structura initiala Campanie Search

Campanie

Ad Group Ad Group

AnunturiCuvinte

CheieAnunturi

Cuvinte Cheie

max 10

3 - 7 2

Extensii Anuntcate se aplica

Cuvinte Cheie

Match type

Broad (Ampla): QS scazut

Targetare: - extindere lista cuvinte cheie, - awereness, - volum mare, rapid - remarketing- video- displayOptimizare:

- cuvinte cheie negative

Phrase (Fraza): Targetare:- control costuri- crestere CVROptimizare:- cuvinte cheie negative- exact match- relevanta

Exact:- cost ridicatTargetare:- control relevanta- ccrestere calitate leaduriOptimizare:- phrase- relevanta- bid

Optimizare Cuvinte Cheie

Metrici

Quality Score: 1-10; >7 - OK; <7 - NOT OKOptimizare:

- relevanta la ad group, - anunt, - landing page, - produsul promovat

Pozitie: >1 >5 - OKOptimizare:- crestere / scadere bid- optimizare QS- optimizare buget

CTR: <3% - OKOptimizare:- anunt,- crestere/scadere bid- optimizare QS- optimizare LP

Atentie! Volum scazut de Click-uri + Pozitie OK => Buget limitat

Atentie! Cuvintele “Broad” au QS scazut, dar sunt OK pt Awareness si Discovery

Atentie! CTR OK, volum scazut de Conversii => Ad+LP - relevanta scazuta

Optimizare Cuvinte Cheie

Metrici

Atentie! Adauga Search Terms in Exact Match si doar daca au date relevante

Search Terms:

Utilizare:- extindere lista cuvinte cheie, - cuvinte cheie negative- imbunatatire Impression Share- imbunatatire QS

Auction Insights:

Utilizare:- verificare status fata de competitite- descoperire competitie- urmarire competitie

Keyword diagnosis:

Utilizare:- verificare daca cuvintele cheie intra in licitatie si afiseaza anunturi

6Optimizare Search

OPTIMIZARE CPC/CONVERSII

CUVINTE CHEIE NEGATIVE

QUALITY SCORE

ANUNTURI

BIDDING

BUGET

LANDING PAGE

RELEVANTA, RELEVANTA!

CUVINTE CHEIE + AD + LP

Anunturi

1Vrei sa fii LA FEL?

Tenscores.com

2Si anunturile se TESTEAZA

Durata*: 10 - 15 zile ; 150+ Impressions

Obiectiv: CTR +100%; +Conversions; +CVR

Tracking: Labels; Automated Rules

Tools: Manual; Experiments - Adwords

2EXPERIMENTS - Adwords

Ad Group - Anunturi - Anunt Nou 2

1

3

Ad Extensions

Tipuri de extensii anunt

Extensie Descriere Impact Numar

Sitelinks Extensions

+URL-uri din site; extensie ad + ad URL

+Relevanta+Trafic/Leads

4

Location Extensions

Listing Google Maps

+Relevanta+Trafic/Leads

1

Call Extensions website + tel;tel+Relevanta

+Leads1

App Extensionswebsite

promotion + app

+app download 1

Review Extension+review-uri existente online*

+Relevanta+Leads

1

Social annotations**

Google+ follower #

+Relevanta+Trafic/Leads

1

*doar in engleza**automat

Tipuri extensii anuntExtensie

Sitelinks Extensions

Location Extensions

Call Extensions

App Extensions

Review Extension

Social annotations**

CompetitiveAnalysis

Tools

Bidding

Automat vs Manual

Automat & Manual

Strategy Control Short Term Traffic Cost Difficulty

Automated Rules

x x xeasy-

medium

Flexible Bid Strategies

x x xeasy-

medium

Enhanced CPC

x x x easy

Conversion Optimizer

x x easy

Manual x x easy-hard*

*in functie de complexitatea campaniei

Strategy Goal Frecventa Metrici

Automated RulesIncrease/

Decrease CPCzilnic; 7zile;

30zile

Pozitie; QS; CVR;

Impressions; CPA

Flexible Bid Strategies

Target ROAS zilnicROAS (Conv. value/Cost)

Enhanced CPC/campaign level

Max Conversions

zilnicCPC &

Conversion Data

Conversion Optimizer/campaig

n level

Max Conversions @

min CPAzilnic Target CPA bid

Manual**Clean non-performant Keywords

7zile; 30zileClicks;

Impressions; CPA; CVR

*in functie de complexitatea campaniei**folosind Filtre

Automat & Manual- exemple -

Filtre- exemple -

Keyword Performance Frecventa

saptamanal

Look-back

30 zile

Actiune

Pause

saptamanal 90 zileIncrease bid by 0.01 lei

ROAS Performance

saptamanal 30 zileIncrease bid by 0.01 lei

Google+

2

1

3

Aduna 100+ Followers si updateaza continut

Creeaza pagina G+ pentru website

1Setari Extensie Anunt

2

1

3

2Campanie - Display Engagement

Landing Pages & Optimization

Tools

Creare LP

Testare LP

Optimizare LP

1Ce testez?

1

1

23 4

5

Buton: Culoare; Pozitie; Text

Imagine: Content; Pozitie; Dimensiune

Headline: Text; Pozitie; Dimensiune

Logo: Pozitie; Dimensiune

Body: Text; Dimensiune; Pozitie

Flow pana la Conversie: obstacole, distraction

points

Testeaza cu SCOP- exemplu -

2 Specs

Durata: 10 - 15 zile

Trafic: Low - 100%; Medium - 50%; High - 30%-50%

Design: Low Traffic - go big; High Traffic - go small

Tracking: Heatmaps; Clickmaps; CVR; Impact in flow;

Engagement

Analyticsvs. / &

Adwords

SetariAdwords + Analytics- aceeasi adresa de email pt link

2

1

3

Goals

Custom reports

Intrebari

THE END

Irina Marinescuwww.semrockstar.com