TABLE OF CONTENTS
Buy Now: Google Shopping And Bing Product Ads
PPC + LPO: Insider Strategies For High-Converting Campaigns
PPC in Your Hand: Search Advertising for Mobile Devices
Open Your Eyes To Advanced AdWords Scripts
10 Silent Risks in Your PPC Account
Leveraging Analytics To Boost Your PPC Performance
How to Win with The Unexpected
Quality Score: As Relevant As It's Ever Been
PPC For Social: Leveraging Paid And Organic Campaigns For Facebook And LinkedIn
Buy Now: Google Shopping And Bing Product Ads
Frederick Vallaeys, @siliconvallaeys
CEO Optmyzr Inc
John Lee, @john_a_lee
Managing Partner Clix Marketing
Google Shopping by Frederick Vallaeys
- 47% growth in ad spend on PLAs YoY (Q4-14)
- 20% if ad clicks came from PLAs (Q4-14)
Feed Compliance
- Don’t included restricted product
- Don’t overlay text on images
- Keep inventory active
Feed Relevance: SEO For Feeds
- Title: 70 characters with spacing... front load the important words
- Description: 10K characters with spacing
- Images: High quality
- Product ID & Categorization
- Product ID: You pick this based on your POS/inventory
- Quality Score (QS) does happen in Google Shopping. Changing “Product ID” can help you rebuild the QA for a bad product
- Make Your Ads Stand Out
- include special offers with a promotions feed
- Pick an imagine that stands out
- AdWords Optimization; forget what you know about AdWords when building Google Shopping feeds. There are no keywords
Campaign Structure
- All Products → Category → Brand → Product
- Avoid duplicate product targeting
- Doesn’t matter how you structure as long as you keep everything consistent in SHopping Feed
- Tie breaking for competing ads is CPC
- Use custom labels to priorities best selling items
- Use low bids for products that aren’t as important
- Use SQR to understand what you’re displaying for and add negative keywords where it makes sense
- Rumour: Google only takes first 10K products of campaigns
- Ad Groups bids don’t do anything
- Product group bids get overwritten when you change higher level bids
Bing Merchant/Shopping Center by John Lee
- 30% market share in some markets
- Already runs within your Bing account
- Assuming it’s linked with your Merchant centre
Merchant Centre
- Create a Catalog..by FTP or code
- Feed format from Google can be used with a few modification
- Just need to modify some of your column headings from Google’s Merchant Centre
- Where does your feed come from
- Look into different providers
- Approval time takes about 3 days. Feeds expire after 30 days with no update
- Product Target Report is like Keyword Report
Other Considerations
- Mobile bids are better
- Bing has 2 networks: Bing + Yahoo or Bing Syndication Partners
- Do your research on Bing Syndication Partners and where you show up
- Bing is making updates to Match Google Shopping better
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PPC + LPO: Insider Strategies For High-Converting Campaigns
Oli Gardner, @oligardner
Co-Founder, Unbounce
Lance Loveday, @loveday
CEO, Closed Loop
Lance Loveday:
5 Strategy Tips
- Tip #1 - See the big picture
- It used to be all search all the time, and it’s just not the case anymore. Rapid change in a short period of time.
- Used to be 92% - now 37%! (over 3 years)
- Takeaways from this:
- This fragmentation is likely to continue (and our jobs might be a little bit harder).
- We have to be a little more bold and adventurous with CPC than we have been in the past. Take risks because these forms of targeting that are coming out might seem strange, but chances are they’re going to catch on.
- Optimizing PPC to target larger companies? Full funnel tracking has enabled us to tease out really good intelligence from the data.
- We’re increasing reliance on security data and this affect is that it increases our accurate leads
- Audit! You really need to have more than one person auditing your scorecards.
- Tip #3 - Buy the most valuable traffic first
- Spend and budget allocation is often an overlooked strategy for people (too focused on algorithms and bid management).
- Look at your impression share for opportunities - it’s a directional indicator for a chance to restructure the campaign or reallocate spending
- Tip #4 - Listen to what your quality score is telling you
- Again, directional indicators will tell you obvious clues.
- What is the biggest component of quality score?
- CLICK THROUGH RATE (CTR)
- Don’t let any other information dissuade you from that.
- Tip #5 - You’re not done until the cash register rings
- Dig into the data and not just look into the main number
- IE, if there are 6000 people who are signed up for your product, but 3000 don’t install the software (even though they converted) then you have work to do
- BONUS tip - Perform a landing page audit (see below):
- How many landing pages do you have?
- What’s your traffic and spend by LP?
- which have the best conversion rate and CPA?
- What’s the load time on those pages?
- Do you have any broken link?
- Are you sending traffic to old/wrong pages?
- Visualize your LP ecosystem
- take photos of your landing pages and put them all in front of you
- Never review ads and landing pages in isolation - HUGE mistake.
- Why? Because you can quickly eyeball and say ‘does everything match up here.’
Oli Gardner:
- How do you make a delightful marketing campaign?
- 7 principles of conversion centered design
- How to plot yourself on the campaign curve
- Get goodies: get.unbounce.com/heroconf-goodies
- Attention ratio: is the number of things you can do on a page to the number of things you should be doing
- this ration should be 1:1
- never start a marketing campaign without a dedicated landing page
7 principles of conversion centered design:
Principle #1 - Focus attention to focus on your goal
- as attention ratio goes down, conversion rates go up
- Oli has 23 principles of attention driven design
- Direction
- point at things if you want them to be important
- Contrast
- Encapsulation
- Proximity
- elements that are closer together are perceived to be related
- this is two things: size and proximity
*Note: Form first design - if you’re communicating well with your form, you’re doing a good job
- What’s more important than anything else is the information hierarchy
- copy informs design, not the other way around!
Principle #2 - context
Principle #3 - clarity
Principle #4 - congruence
Principle #5 - credibility
Principle #6 - closing
- Put something near the closing action help it convert better
- IE, “sign up for this webinar anyway and we’ll send you a recording, even if you can’t make it!”
Principle #7 - Continuance
RECAP
NEVER START A MARKETING CAMPAIGN WITHOUT A DEDICATED LANDING PAGE (NSAMCWADLP)
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PPC in Your Hand: Search Advertising for Mobile Devices
Scott Finholm, @Finholm
Sr Manager, Bing Ads, Mobile Microsoft
Aaron Levy, @bigalittlea
SEM Account Executive, Elite SEM
Microsoft Is Going Mobile First (like Facebook) by Scott Finholm
- Especially after Nokia purchase. Stores will be Microsoft stores soon.
- Bing search in UK and US has 20% market share
- Mobile is 26% traffic VS 21% last year
- Only 11% of PPC campaigns are mobile optimized
- Call out mobile, use ad extensions & locations & hour targeting
- Sitelink extensions can improve CRT by 20% on Bing
- 61% mobile calls are ready to convert
- 47% mobile searchers would explore other brands for needs
Mobile Behaviours By Aaron Levy
- Mobile thrives in boredom, downtime and weekend hours.
- Use estimated conversions by Google for mobile attribution
- Mobile users switch 15% more than desktop users.
- Shorten titles & description lines to fix mobile screens
- Title: 15 characters with spacing
- Line 1 & 2: 25 characters with spacing
- 40% of Facebook’s revenue is mobile only
- Think about the picture associated with mobile
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Open Your Eyes To Advanced AdWords Scripts
Steve Hammer, @armondhammer
President RankHammer
Christi Olson, @ChristiJOlson
Director of SEM Point It
Presentation
This talk is geared to non-coders.
- Scripts allow you to be more strategic and not tactical
- What you can change automatically will make you better & free up time
- Anything you can do in the UI you can do with scripts
- Scripts are like javascripts, coding in excels
- Write code in Notepad++ first
- Outlines code
- Makes it easier to see what is happening
- Scripts ARE case sensitive and MUST be written camelCase
- You will see a lot of /* or // in your code is normal
- Spaces only matter in quotes like “”
- Always preview your script before you run it
- Loggers: where data can be hidden and if your code gets executed
- Selector: You can And statements
- Variables: Discrete, Arrays and Objects...are how you order your code
- Payload: This is where the code happens
- When you take other people’s scripts...updated URL and email fields in the code
Getting Your Training on Scripts
- W3Schools.com
- Codecademy
- FreeAdWordsScripts.com. Acc audit script
- www.brainlabsdigital.com/adwords-scripts
- AdWords Scripts To Get Started: Bit.ly/ScriptsToUse
- AdWords Editors = Debugger
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10 Silent Risks in Your PPC Account
Andrew Goodman, @andrew_goodman
President Page Zero Media
PPC Auctions Feels Riskier Than Ever
- Google has no incentive to worry if we leave their business or if we over spend
- Google only makes money when they convince us to make bad choices and use bad inventory
- Feels like we don’t have a friend
- What Risk Is Not
- Making mistakes
- Poor execution
- Risk we should worry about:
- We get whipped out
- Bad events are the start of a trend
- A portfolio of uncertained outcomes is different from one large risk
The Amazon Effect
- Got a call about a package about different billing address
- They have everything with great prices and a brand focus loyalty
- No emotional connection, no domain expertise
- People don’t like giving all their money to one company even if they are not a huge monopoly. They are getting beaten by vertical commerce brands
- Taxonomy: They have a one size fits all. can feel wrong to some people
- Amazon shows up in 7th ad position but doesn’t do Google shopping results
Bias For Action
- People forgot about bad choices over the long-term
- Replaces busywork with a playbook
- Prioritize and put different actions in context
- Make changes on statistically significant data
- Kill or don’t do many small volume changes in accounts
- Respected established structures in accounts and test creative
Having A One Track Mind
- Killing off non-performing keywords
- Only changing the creative and not looking at other areas of the account
- Making sure ads don’t show at night
- What the competition is doing
The Google Effect
- Them going into a new vertical
- Launching a new update that kills your effort
- Framing tricks in AdWords makes us think something is bad
The Data Isn’t Really The Data
- Triple counting data and revenue you’re unaware of
- Dayparting to the wrong time zone
- Leads that don’t convert on the back end in Google Analytics
- CPA vs ROAS: knowing which you are measuring against
- Understanding when the numbers are credible
- Understand numbers across the business
Getting Blended
- Having too many options: match type, Ad rotation, and bid optimization
- Buying junk display inventory
- Using exclusion of keyword and placements are great
- Praise and support up and coming platforms
- Ignore training wheel features.
- Develop apps using an APP whenever you can
To Many Bidders
- Many competitors upping the costs of CPCs
- Not having a reliable channel for new customers acquisitions
- Going kamikaze on your account
- Try to diversify channels and cross channel opportunities
- Flat PPC isn’t bad if you’re still profitable and getting new customers
Making An Account Humme
- Look at automation for daily tasks
- Have a weekly team meeting
- Setup alerts, budget caps and rules across the account
- Use email alerts for the client and team
- Setup for campaigns that have 90% of your spend
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Leveraging Analytics To Boost Your PPC Performance
Ashleigh Bunn, @AnalyticsAsh
Director, Digital Analytics, American Cancer Society
Jamie Smith, @JamieSmithnow
VP of Growth, iSpionage.com
Attribution Model by Jamie Smith
- Build model around 3 Cs: Creativity, Continuity and Conversion.
- Over 20% of sales happens after the 5th visit to site
- 5 sources of analytics data
- Web / Calls Analytics
- Google AdWords
- Customer: demo and psycho graph data
- Product and service data
- Competitor data
- Shows multi-touch point customer journey across all channels
- Display is heavily associated to assisted conversions
- Remarketing is more direct vs assisted conversions
- Call analytics vendor, like Bionic, report in real time to Google Analytics
- Uses Position Based: 40% to 1st & last click each. remaining clicks get the remain 20% points.
- Look for more profitable ad position within AdWords for CPA vs just what you’re paying for each click.
- IP Exclusion in Google Analytics. Block competitors from seeing your ads.
Digital Analytics by Ashleigh Bunn
- Where does your data live: AdWords, Google Analytics..other platform?
- Figure out what your goals are and how they align with the data in your analytics platform. This will help you understand micro and macro economics.
- Run regular search query reports in AdWords
- Look at Hour of Day report in Google Analytics for micro-conversions.
- Build segments around people who buy often or donate a lot to your site and build a remarketing list around those segmentations in Google Analytics
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How to Win with The Unexpected
John Gagnon, @jmgagnon
Bing Advertising Evangelist, Microsoft
This talk looks at voice search and remarketing:
- When you distract people, it made the away time loses.
- Text search are usually 1 - 3 keywords long
- Voice search are 4-10 keywords long. 30 of the top voice searches on mobile are brand related.
- Question words are huge in voice search. Bid on brand names.
- SEO gets 56% of click on brand name. Add in SEO + PPC and you get 88% of brand clicks. 50% of the latter were PPC with an 18% overlap when you use both SEO + PPC for brand bidding.
- Look at ways to add remarketing pixel to target people interested in your brand.
- Look at events and try to figure out when people will be in the real world that you’ll want to target and how you can market to them
- Don’t do one size fits all marketing. Look how things like school start dates or an even start date changes from city to city or year to year.
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Advanced Excel Trickery: Account-Side Efficiencies & Post-Transactional Analysis
All the following need an equal sign (=) before the formula
- Len(A1) - to count characters in row
- trim(A1) - to remove spaces in row
- Lower(A1) - to make caps lower case
- IF (This is true; then this; otherwise this)
- SUMIFS(what to sum; sum if this; contains this)
- VLOOKUP (look for this; in this table; get data from column #;broad match?)
Tools, Tips & Tricks
- ASAP Utilities - helps update data & charts in excel with a few clicks
- Power Bid
- Pivot Tables: use to show large sets of data and results over time
Dashboards
- Keep your data clean or you can’t use it for your needs
- First columns should be your data, last columns should be your results to keep things clean and easy to read.
- Use simple and easy campaign names
- SUMIFs can be use to generate reports for dashboard that can be updated automatically.
- (target - realisation to date) / (52 - current week) - what we have to do every week to hit our year end target
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Quality Score: As Relevant As It's Ever Been
Lisa Raehsler, @lisarockSEM
Founder, SEM Strategy Consultant, Big Click Co.
Sean McGinnis, @seanmcginnis
Director, Marketing, Sears PartsDirect
Evaluating Quality Score (QS) by Lisa R
- Make sure your ad the best possible match to your product, keyword and landing page
- High QS means lowers CPCs, first page position, and higher ad rank, which is QS + your bid combined.
- Google uses QS to figure out what ad to serve from which ad group and campaign
- QS is an average in your account, updated once a day
- Aim for 7+ out of 10 on your ads and keywords (overall)
- You can find QS in the “speech bubble” next to your keyword or add a column in “Customized Columns”
Optimized QS
- Improve relationship between keyword, ad and landing page
- Improve the above three to increase your ad rank
- Maybe break up ad groups into tighter themed groups
- Pause/Remove keywords with high impressions and low clicks & CTR
- See how mobile is doing. Make a mobile only ad
- Exclude geo-targeted areas that aren’t performing well
- Make sure you’ve ad extensions as they help your ad show more and get more clicks, which helps build up your QS
QS Discussion Points by Sean M
- QS is dynamic and changes all the time.
- Tells if someone would likely click on your ad
- Sears doesn’t talk about QS, they talk about revenue, conversion rate, ROAS and profit
- The higher QS, the more clicks you get and lower your CPCs
- Sears only pays attention to QS when they take over a new business within Sears Holding
- Live from Google: They don’t use a QS on landing pages.
PPC For Social: Leveraging Paid And Organic Campaigns For Facebook And LinkedIn
Elizabeth Marsten, @ebkendo
Director of PPC, CommerceHub
Heather Cooan, @HeatherCooan
Manager, Paid Advertising, Infusionsoft
Before Launch
- Can we try them all at once? Yes, focus on quality and where your audience is.
- Define success goals before you launch e.g. likes, followers & conversions
- Define end date of campaign
Audience
- Where do they hang out online; social vs message boards?
- B2B social selling: 81% marketers uses communities and blogs, 74% use Linked In, 42% Twitter to find information about a product they want
Budget
- Figure out how long your campaign will run before you think about how much to spend. Try to see how much a 1,000 clicks will cost for a test run.
- Look at where you will influence the purchase funnel and pull budget from that
Reporting & Attribution
- Look at adding assisted conversions; across business and channels
- 1st & last click each get 30% attribution. Other clicks get the rest.
- Play with the model as you build reports over time.
The Future
- Mobile is here of course
- LinkedIn buys Bizo and now you can retarget people