james holmes - maximising roi for high-turnover ecommerce ppc campaigns - ionsearch 2012
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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
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ionSearch 2012
James Holmes
Blueclaw
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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
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1. How have Google’s latest ad innovations helped ecommerce advertisers?
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• Allows for dynamic insertion of
products into remarketing
banners
• Based on users’ interaction with
your website
Dynamic Remarketing
![Page 6: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/6.jpg)
Product Listing Ads
![Page 7: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/7.jpg)
Interest Category Marketing
• Great if you have a specific interest to target
£££
![Page 8: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/8.jpg)
Similar Users
![Page 9: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/9.jpg)
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2. Is Facebook advertising worthwhile for ecommerce retailers and how best to measure ROI?
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Facebook: Build > Engage > Amplify
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Page or App
Creation
Fan Base with
Like Ads
Publish to Fans
Targeting Fans of Friends
Sponsored Stories $
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Facebook Target > Expand > Convert Off-Facebook
$
$
$
$
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3. Beyond AdWords and the other PPC platforms, what role can third party technologies play for maximising ROI?
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SEM Challenges
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SEM Challenges
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Dynamic Ad Creation
Products Feeds can keep relevancy updated
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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
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Bidding Mechanisms
KW Rules-Based Portfolio-Based
Human Decisioning
Algorithmic Decisioning
Advanced Search Bid Management
Keyword Bid Management
Not Feasible
Portfolio Bid Optimization
✓
✓
✓
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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
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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”
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4. How best to structure PPC campaigns for maximum ROI?
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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%
![Page 21: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/21.jpg)
The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
![Page 22: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/22.jpg)
The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword reporting
Wrong
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The Solution
Well thought-out ad group negatives
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Example
Dresses
Brand
Gucci
D&G
Primark
Colour
Red
Black
Pink
Quality
Cheap
Designer
High End
Style
Maxi
Mini
Prom
![Page 25: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/25.jpg)
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
![Page 26: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/26.jpg)
Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
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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
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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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5. PPC & SEO- Synergy, Cannibalism or both?
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PPC & SEO
Good thing or bad thing?
It depends!
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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
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Plenty of overlap PPC in a silo translates to just
looking at this:
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Plenty of overlap
And means we’re missing out on this:
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Incrementality • Where the combination is greater than the sum of its parts
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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
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6. How does the EU cookie law change things for PPC advertisers?
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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
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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?
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7. Any questions?
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ionSearch 2012
Peter Whitmarsh
Search Laboratory
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Newer Google Features Presented By: Pete Whitmarsh
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Dynamic Remarketing
• Allows for dynamic insertion of
products into remarketing
banners
• Based on users’ interaction with
your website
![Page 43: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/43.jpg)
Product Listing Ads
![Page 44: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/44.jpg)
Interest Category Marketing
• Great if you have a specific interest to target
£££
![Page 45: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/45.jpg)
Similar Users
![Page 46: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/46.jpg)
PPC Structure for Retail
Using Ad Group Negatives to Control Traffic
Presented By: Pete Whitmarsh
![Page 47: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/47.jpg)
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%
![Page 48: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/48.jpg)
The Problem
• Hundreds of different search terms
triggering this keyword
• Loads of these search terms are
actually keywords in the account
anyway
![Page 49: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/49.jpg)
The Problem
• How do we even begin to optimise this?
Bid decisions Wrong
CTR Poor
Landing pages Poor
Quality score Poor
Keyword reporting
Wrong
![Page 50: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/50.jpg)
The Solution
Well thought-out ad group negatives
![Page 51: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/51.jpg)
Example
Dresses
Brand
Gucci
D&G
Primark
Colour
Red
Black
Pink
Quality
Cheap
Designer
High End
Style
Maxi
Mini
Prom
![Page 52: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/52.jpg)
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
![Page 53: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/53.jpg)
Priorities
• We should have a pecking order such as
Brand > Style > Colour > Quality > Head Terms
![Page 54: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/54.jpg)
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
![Page 55: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/55.jpg)
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
![Page 56: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012](https://reader033.vdocument.in/reader033/viewer/2022051512/54475e2cb1af9f1b098b4643/html5/thumbnails/56.jpg)