don't be eaten by the enhanced campaign wave... ride it!
DESCRIPTION
New PPC Best Practices in an Enhanced Campaign WorldTRANSCRIPT
Don’t be eaten by the EC Wave… Ride it!New PPC Best Practices In An Enhanced Campaign World
Sergio BORZILLO, Head of PPC (UK)
We can adjust the bids according to each signal
EC: not only a useful change…
Time Audience Location Device
…but a needed one!
possibilities There are countless
to consider!
The Bad News…
How to go about granularity and testing?
How to adjust bids according to the contexts?
How to adjust bids/ad copy according to the type of customers?
So the key challenges we face…
Do not rush it!
The very minimum is 1 week, we usually do 2 or 3 weeks
Focus on relevant data!
If you have less than 100 clicks on your dataset, don’t waste your time, apply upper level bid modifier
It is all about testing…
The magic formulas
Geo Bid Adjustment = (Avg. Campaign CPA / Geo Specific CPA) – 1
Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1
Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Hour ) – 1
The Formulas for Bid Adjustment
Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Day ) – 1
Basically, if the Specific CPA is good, push your bids!
Geo Bid Adjustments
…or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.
Geo Bid MultiplierRefer to different tools
Google Trends
Google Analytics
Google AdWords
Geo Bid MultiplierApproach to bid adjustments
Bids to be adjusted based on location performance
Each location will need to have different bid levels
Geo Bid Adjustment = (Avg. Campaign CPA / Geo CPA) – 1
Geo Bid MultiplierGranularity Example: Travel Client
Before EC, 2013 vs 2012: CPA OK but - 46% enquiries
Geo Bid MultiplierGranularity Example: Travel Client
After EC, 2014 vs 2013: CPA OK and +102% enquiries
No changes in the campaign structure, just a focus on best performing locations
Device Bid Adjustments
Device Bid MultiplierBefore you start, ask the right questions:
Key questions
Is your site mobile friendly?
Do you have physical stores?
What role plays mobile in your conversion funnel?
What is your degree of flexibility on your CPA target?
Device Bid MultiplierWhere to get the data?
…or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.
Google Analytics
Google AdWords
Device Bid MultiplierExport performance data and apply the formula
X2 the Desktop/Tablet CPA
Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1
Hour / Day Bid Adjustments
Hour / Day Bid MultiplierKey Considerations
Unless you are a very local oriented business, changes will be marginal
A strong Analytics and Attribution Model is key to analyse success
It is not rocket science: test it!
Daily Bid MultiplierExport performance data and apply the formula
To achieve a £11.61 CPA
Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of specific hour ) – 1
See link to the Excel file on the Appendix
Hourly Bid MultiplierExport performance data and apply the formula
Actual CPATo achieve a £11.61 CPA
Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of specific day ) – 1
Hour of the day Bid MultiplierCase Study – Service Provider
Part 3
Take AwaysBid Optimisation DOs and DON’Ts
DO: Keep changing and testing different setups
DO: Try to disprove theories/strategies
DO: use the bid adjustment to exclude/include traffic completely, i.e. if a campaign has ad copy only meant for traffic from London, (Location: UK except London -100%), it can be used to diversify ad copy
DON’T: Settle to quickly on a bid strategy
DON’T: Rush testing theories/strategies correctly
Audience Bid Adjustment
Easy to implement (Short Term)Good to get a feeling and start testing
Little implementation timeBUT
Could reduce traffic on existing campaigns
More time to implement (Long Term)
Quicker reporting and assessment
Good to isolate very generic terms
BUT
You need to exclude the list from Non-RLSA campaign
RLSAsThe big question: How to go about RLSAs?
RLSA Specific
Campaign
Overlay Existing
Campaign
59%Top keywords should be the
focus
RLSAsThe key audience lists…
Test different time durations e.g 1-5 days vs 180 days and bid aggressively
Site Visitors Product Viewers Basket Leavers Existing Customers Non Clients
Improving CR Increase CR Increase CRIncrease Customer
LTVAcquisition
New Customers
RLSAsTailor Ad Text
Other Ideas: Reviews, return policy, client satisfaction etc.
Existing Customers
Special first time savings and offers etc.Incentivising repeat custom, business card,
loyalty scheme etc.
Or maybe offer a discount (with code) to someone who has not purchased in the
last 90 days?
RLSAsTailor Ad Text: RESONATE with the user – you want to STAND OUT
Someone views an Ametis double bed
User searches for ‘best double beds’ the next day
We deliver a super targeted ad that builds on the user’s previous site behavior
Be Creative
RLSAsBroaden Keywords: Do not stop to at the obvious!
Targeting previous site visitors with broad keywords to persuade pre-qualified traffic…
‘house renovation’ ‘deals for the house’
‘buying a flat’
‘moving home’
How about combining DSAs with a Remarketing Audience?
Reduce the Risk!
RLSAsRLSAs DOs and DON’Ts
DO: Create audience lists, even basic ones. It is all about creating large enough lists that will affect account performance.
DO: Try to disprove theories/strategies
DO: Use negative remarketing as a way to attract new customers.
DON’T: Create elaborate remarketing strategies/setups to soon, start with the big drivers.
DON’T: Rush testing theories/strategies correctly
Think outside
the box…
…and be smart!
Key Take Aways
Never take your eyes off the main focus: your audience
Take AwaysWhat to take with you today…
… 3 Key Points
There is NO set strategy when it comes to bid management
Do not go too granular too soon. Start broader and fine tune after
1
2
3
Take AwaysThank you!
Getting in touch:
Sergio Borzillo, Head of PPC UK
Direct: +44 207 80 29513
Mobile: +44 758 11 90421
Email: [email protected]
A few links…
Illustration on page 1
http://www.wallpapersshop.net/wallpaper/wave-shark-surfing-surfer-teeth-water/
Smart Geographic Segmentation & Bidding With Enhanced Campaigns
http://searchengineland.com/smart-geographic-segmentation-bidding-with-enhanced-campaigns-163113
How To Determine Your Hourly Bid Multipliers In AdWords
http://searchengineland.com/how-to-determine-your-hourly-bid-multipliers-in-adwords-155878
How To Use Day Parting In Google Analytics To Optimize Your Budget
http://searchengineland.com/how-to-use-day-parting-in-google-analytics-to-optimize-your-budget-92977