let's get visual, visual! turning auction insights into actionable data - heroconf 2016

Let’s Get Visual, Visual!Turning Auction Insights Into Actionable Data

Maddie Cary | @MaddieMarketerDirector of Paid Search | Point It

• Director of Paid Search at Point It

• Oversee $35M+ in Yearly Media

• Global SEM Program Lead• 20 Account Managers• 30 Languages• 60 Markets

• 2015 US Search Award “Young Search Professional”

@MaddieMarketer

WHO AM I?

@MaddieMarketer

Hi Jim! I did some searches for our keywords and saw quite a few competitors alongside our ads

What does our competitive landscape look like in PPC?

Are we missing opportunities?

How has our performance been impacted by our competitors?

Can you send me a report?

Jim gets an email from his boss:

@MaddieMarketer

SO EASYI’ll just pull an

Auction Insights Report from AdWords & send

a screenshot of the tableDONE!

Jim’s reaction

@MaddieMarketer

Uh, Jim…WTF

does this table mean?

The boss’ reaction?

@MaddieMarketer

Oh, she doesn’t understand the metrics!

Impression ShareHow often a competitor received an impression as a proportion of auctions in which you were in

Overlap RateHow often a competitor received an impression

when you did

Position Above RateHow often a competitor was shown above you

Top of Page RateHow often a competitor was shown at the

top of page

Outranking ShareHow often you outranked a competitor

@MaddieMarketer

Get it together, JimI know what the metrics mean.

I need your help to understand the

TRENDS,OPPORTUNITIES,

& STORY

Not quite…

@MaddieMarketer

Stop looking at competitor data like this

@MaddieMarketer

Or like this!

@MaddieMarketer

RAW AUCTION DATA VISUAL TRENDS ACTIONABLE INSIGHTS

@MaddieMarketer

Jim knows what he has to do

I need to go Olivia Newton-John

on this thang

@MaddieMarketer

LET’S GET

VISUAL, VISUAL

How competitive are the auctions you’re in?

@MaddieMarketer

• PIVOTTo get Avg Impr Share & Avg CPCper competitor

• =COUNTIFTo count number of times competitor shows up in the auction over your given time period

DATA NEEDED TOOLS & FORMULAS

• SEGMENTED BYTIME (Month, Quarter)

AUCTIONINSIGHTS REPORT

CAMPAIGN REPORT

@MaddieMarketer

Quarter Avg Impr Share Number of Competitors Q1 2015 86% 8Q2 2015 84% 8Q3 2015 85% 7Q4 2015 93% 4Q1 2016 87% 8

Capitalized on opportunity to grow impression share when fewer competitors in auction

Quarter Avg CPC Number of Competitors Q1 2015 $4.89 8Q2 2015 $3.42 8Q3 2015 $3.12 7Q4 2015 $2.10 4Q1 2016 $3.54 8

@MaddieMarketer

Lower CPCs during quarter with fewer competitors +

maintained lower costs when auction returned to 8

@MaddieMarketer

CRUSHED IT

Which competitors are consistently in auction?

@MaddieMarketer

• =COUNTIFTo count number of days competitors showed in auction over X total days

• =AVERAGEIFTo get Avg Impr Share per competitor over X total days

• =IF(AND(Conditional logic to define your parameters for when data indicates competitor is a bigger threat

DATA NEEDED TOOLS & FORMULAS

• LONGER TIME RANGE: • Last 30 days• Last 60 days• Last 90 days

• SEGMENTED BYTIME (Days)

AUCTIONINSIGHTS REPORT

FORMULASS

@MaddieMarketer

Day Display url domain Impr. share Avg. position Overlap rate Position above rateTop of page rateOutranking share1/1/2016 Competitor 1 83.87% 1 83.87% 0.00% 96.15% 100.00%1/2/2016 Competitor 1 47.37% 2.2 49.54% 0.00% 64.81% 95.61%1/3/2016 Competitor 2 50.66% 2.2 52.38% 1.30% 74.03% 96.05%1/4/2016 Competitor 2 51.59% 2.2 53.74% 1.27% 59.26% 92.99%1/5/2016 Competitor 2 44.03% 2.2 44.16% 0.00% 70.00% 96.86%1/6/2016 Competitor 2 39.31% 2.6 39.58% 0.00% 70.18% 99.31%1/7/2016 Competitor 3 44.44% 2.2 44.44% 0.00% 75.00% 100.00%1/8/2016 Competitor 3 37.58% 2.3 37.58% 0.00% 66.07% 100.00%1/9/2016 Competitor 3 43.75% 2.1 43.75% 0.00% 61.22% 100.00%

1/11/2016 Competitor 3 52.74% 2.1 53.10% 0.00% 70.13% 99.32%1/12/2016 Competitor 3 48.65% 2.7 49.51% 0.00% 55.65% 86.97%1/13/2016 Competitor 3 51.41% 2.7 52.49% 0.00% 55.26% 85.79% Days In Auction

=COUNTIF(range,criteria)

Competitor Frequency

= (Days In Auction/Report Range)

Report Range

= 90 days

@MaddieMarketer

Competitor URL Days In Auction Competitor Frequency Average Impr Share Threat?You 90 100% 89% - Competitor 1 90 100% 34% Take ActionCompetitor 2 84 93% 16% MonitorCompetitor 3 5 6% 16% MonitorCompetitor 4 5 6% 14% MonitorCompetitor 5 56 62% 13% Monitor

Conditional Formatting

Conditional Logic Formula

=IF(AND

EXAMPLE LOGIC:Comp Frequency > 50%ANDAvg Imp Share > 25%

IF TRUE = “Take Action”IF FALSE = “Monitor”

@MaddieMarketer

LET ME HEAR THAT DATATALK

Where are you most competitive (and not)?

@MaddieMarketer

• PIVOTTo get Avg Impr Share & Avg Posper campaign

DATA NEEDED TOOLS & FORMULAS

• Pull by campaign and then consolidated together

AUCTIONINSIGHTS REPORT

Campaign Avg Impr Share Avg PosBranded 95% 1.1Shoes 83% 3.4Pants 80% 2.6Shirts 68% 4.3Socks 54% 5.5Belts 47% 6.7Scarves 36% 5.4

@MaddieMarketer

Could be worth bid testing in campaigns with lower Avg Impr Share & higher

Avg Positions

@MaddieMarketer

CAN’THANDLE

THISPPC

MUSCLE

Where are you missing opportunity?

@MaddieMarketer

• PIVOTTo get Avg Impr Share trendsby device & time

DATA NEEDED TOOLS & FORMULAS

AUCTIONINSIGHTS REPORT

• SEGMENTED BYDEVICE & TIME

@MaddieMarketer

Some of your competitors aren’t bidding on mobile, which

may mean Impr Share opportunity for you!

Competitor Computers Mobile Tablet You 100% 98% 100%Competitor 1 31% 49% 24%Competitor 2 16% 12%Competitor 3 14% 16%Competitor 4 10% 16%Competitor 5 12% 14% 11%TOTAL 36% 55% 44%

@MaddieMarketer

AUCTIONGOT

NOTHIN’ONME

How can you go from REACTIVE to PROACTIVE?

@MaddieMarketer

AUCTION INSIGHTSCRIPT

DATA NEEDED TOOLS & FORMULAS

• SEGMENTED BYTIME

AUCTIONINSIGHTS REPORT

CAMPAIGN REPORT

@MaddieMarketer

• Copy/paste BrainLabs script into Google Sheet• Pull segmented Campaign report• Pull segmented Auction Insight report• Throw both into Google Sheet• Generates competitor charts alongside your trending CPC data

YOU

Can see where CPCs spiked when competitors’ Impr Share rises

@MaddieMarketer

GO O.N.J. ON THIS THANGUse visual graphs &

tables to

• IDENTIFY TRENDS• FIND OPPORTUNITIES

• TELL THE STORY!

PPC competition still make you feel like this?

Check out my session recap blog post with templates for all the visuals I showed today!

bit.ly/lets-get-visual-visual

@MaddieMarketer

THANK YOU

Maddie Cary | @MaddieMarketerDirector of Paid Search | Point It