FIVE TACTICS YOU STILL HAVE TIME TO DEPLOY TO MAXIMIZE HOLIDAY 2014 Katy Tonkin Director of International Paid Search at Point It
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Why I m the Gal Talking With You 5 Years in PPC 15 Person Team PPC Director @ www.pointit.com/shoporg14 $20M in Media 30 Languages 55 Countries
What We re Talking About Account Structure Mobile PPC SERP Retargeting Ad Copy + Extensions AdWords Scripts
Account Structure. Know Your Top Keywords Organizing is what you do before you do something, so that when you do it, it is not all mixed up. - A. A. Milne
Your Business is Your Top Keywords Do you know what your top keywords are? Have you reassessed them recently? Where are they in your PPC architecture? 80%+ of your business comes from 20% keywords or less
Wrong Keywords, Wrong Structure Deployed new top keywords +50% PROBLEM: Stagnant Growth PPC growth not pacing w/other channels +230% SOLUTION: New Terms, New Structure
Wrong Keywords, No Structure PROBLEM: Brand campaign drove most of the traffic & revenue SOLUTION: Diversify into new non-brand top-keywords More $$! Yippee(?)! BONUS #2: ROAS up 45%+ despite more expensive nonbrand CPCs Implemented New Terms 200-300%+ in nonbrand revenue BONUS: CVR +100% YoY during holiday months!
Right Terms, Wrong / No Structure PROBLEM: Structure didn t allow for max performance Broke out top keywords to max exposure SOLUTION: Restructure 40-50 Top Keywords +100%+ YoY revenue growth
Top Keywords Structure Examples Top Converters / Revenue Margin & Conversion Transparency Product Category
Top Keywords Checklist Identify Your Top Keywords Revisit Search Query Reports Look at Historical Data Competitive Insights Tools (Spyfu, ispionage, Keyword Spy) Isolate Top Keywords Single Keyword or Tightly Grouped Ad Groups Execute Customize Message Customize Landing Experience + Conversion Funnel Tailor Bid Strategy to Maximize Revenue
Easily & Effectively Deploy Mobile PPC Retailers are spending heavily on mobile capabilities. Most are not seeing strong returns. - etail 2014/2015 Retailer Benchmarking Report
Mobile Stats for Holiday 2014 ~20% of online shoppers exclusively use smartphones and tablets Mobile PPC 40% of purchases on Black Friday 2013 Q4 were made on a To mobile the Rescue! device 55% of consumers using mobile to research want to purchase within the hour comscore, Inc. Data
Mobile PPC Your Basics Where to Start. Top Keywords Minimum Days to Run. Thanksgiving - Black Friday Weekend. Last Shopping Week Before Christmas. What to Say. Keep it simple 2 second rule Free Shipping queries peak Thanksgiving-Cyber Monday Buy from phone, in-stock now, price, shipping times Remember that Google is now dropping that 2 nd line of copy on mobile to show extensions!
Mobile on Just a Few Brand Keywords 20%+ More Revenue From PPC It Took an Hour to Set Up
Mobile Optimization Ad Copy Testing & LP Changes More aggressive bid modifiers LP Changes Ad Copy Testing
Take Some (Mobile) Action!! A little less conversation, a lot more action Let s talk about our Mobile Strategy $ $ $
Retargeting Lists in Search Ads If you have 100 visitors to your site and 3 convert 97 didn t. It s easier to get 1 more of those 97 to convert than it is find 33 more potentially qualified customers. - Math by Katy (w/a little logic & dash of lazy)
Google Remarketing A Primer Audience Remarketing GDN Define Lists Create campaings Add remarketing lists Load creatives Dynamic Remarketing GDN What we re focusing on today Tag Site (for Dynamic Remarketing) Create campaign Add remarketing list Create Dynamic Ads RLSA SERP Define audience list Copy top ad groups into new campaign(s) Add audience list Set copy, bids, other targeting
RLSA Just SERP Remarketing Specific Pages Converters Abandons Bid Up, Customize Message & Landing Page, Serve Ads On Upper Funnel Terms
RLSA in Action New Product Launch Typical peak, then drop-off sales cycle Product Launch w/rlsa RLSA is a big part of our holiday strategy for this account
Ad Extensions Nobody reads ads. People read what interests them. - Howard Gossage
Anatomy of an Ad Google Mega Ad Bing RAIS Seller Rating Review Callout Social Annotation Sitelinks Location Mobile Click-to-Call
SERP Confusion & Overload
Available for Download at www.pointit.com/ad-extensions
Top Keywords. Do These! Extension CTR Lift CVR Lift Sitelinks (3 lines) Up to 40% Yes Bing RAIS 30-40% Yes Callout Extensions 10%+? Seller Ratings 10-15%? Review Extensions 10%+? Location Extensions* 10-30% Yes Sitelinks (Mobile)* 15-30% Yes Mobile Click-to-Call* 30% Yes * If applicable
Everything Else. Do At Least These Extension CTR Lift CVR Lift Sitelinks (1 line) 10-20% Yes Bing RAIS 30-40% Yes Seller Ratings 10-15%? Location Extensions* 10-30% Yes Mobile Click-to-Call* 30% Yes * If applicable
Extension Optimization Impact Extensions Factor into Quality Score = Major Extension Optimizations
Dynamic Sitelinks
Dynamic Sitelinks in Action Manage your own Sitelinks Top keywords/campaigns Brand campaigns Test On Campaigns Where You have no time Lower volume Watch Closely CTR, QS, CPC
View Performance / Opt Out Opt Out Required https://support.google.com/adwords/contact/dynamic_sitelinks
AdWords Scripts The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency. - Bill Gates
What Are Scripts? Google Says Katy Says Scripts are wingmen Save time, money, & face Only intimidating if you believe it
Scripts Don t Mean Outsourcing Not Outsourcing Decisions to Google Automate & Catch Human Mistakes
Where To Find Scripts in AdWords CID or MCC Level Snippets for the non- Javascript users
My Favorite Holiday PPC Scripts MCC level broken link checks Alert you if you re out of budget Hourly pacing via text message Daily (hourly) performance Ad copy testing results Stock status checkers And many, many more! Free Script Resources: FreeAdWordsScripts.com Optmyzr.com/scripts PPC Hero Blog Developers.Google.com
In Closing Choose Priorities Wisely Spend Time Where You Can Make the Biggest Revenue Impact
Thank You! Katy Tonkin Director of International Paid Search at Point It @KatyTonkin katyt@pointit.com