Adapting to PPC changes in 2016 and beyond

#SMX #XXA @bigalittlea

A BRAVE NEW WORLD:

ADJUSTING TO SEM FOR 2017


HI! I’M AARON!

Lead team “NE-Not-NYC” @ Elite SEM.

I teach at Drexel & UVM.

This is me as a Peanuts character.**Yes I used this joke last year. So sue me.

@bigalittlea


BORN FROM ECOMMERCE

#SMX #XXA @bigalittlea#SMX #XXA @bigalittlea


WE DON’T HAVE

TO FREAK OUT!...but sometimes we do anyway


SCORING THE 9 BIGGEST

CHANGES TO SEM IN 2016


IMP

AC

T

EFFORT

ETA’S

CONVCLICKS

DBA

NEW EXT

RIGHT RAIL

LAST CLICK

CUSTMATCH

ORDER ID

DEMO


1: THE BACK END


CONVERTED CLICKS

RIP CONVERTED CLICKS


DEATH OF CONVERTED CLICKS

multiple pixels? can’t count individual users

cross device included by default – expect a

20% lift in “conversions” you already had

expect volatility throughout October

suspicious order behavior? i got a tip for you...


ORDER ID CAPTURE

map back conversion ID’s to CRM

identify new vs. returning customers

fraud orders & de-dupes

moderate effort, nice payback

learn more at bit.ly/idcapture


FULL “FUNNEL” ATTRIBUTION

bit.ly/smxattribution


2: THE VISUALS



PRICE EXTENSIONS

tend to show alone

10-30% of queries

flat CTR (vs. 10-30% lift with sitelinks)

NEVER get clicked (<5%)

low effort, low (if any) reward


BING THE COPYCAT

snippets, callouts and

images, oh my!

images on their

deathbed

no tangible lift from

snippets & callouts


SEE YA RIGHT RAIL

position 1-3 cpc’s unaffected, 3-4

up 22% & 4-5 up 15%

“other” conversion rates up 15%

position 5-8 ctr increased by 86%

in aggregate

total inventory flat, but position 4+

inventory down 50%


SURPRISE WINNER?


BIT.LY/POSITION4


OMG! THE DEADLINE IS COMING THE DEADLINE IS COMING!


EXPANDED TEXT AD DATASET 1


CTR increased 55%

CPC decreased 8%

CVR increased 6%

CPA decreased by 13%



CTR decreased 17.5%

CPC increased 13%

CVR improved 6% (yay!)

CPA rose by 7%



CTR increased 24% (that’s more like it)

CPC increased 13% (again??)

CVR decreased 36% (the hell?!)

CPA rose by 76%



ETA WTH?!?!??

PROMO HEAVY

NO TESTING

NO TESTING

BRANDHEAVY

NON-BRAND HEAVY

AVERAGE

CTR 115% -178% 24% 3% 55% -3%

CPC 7% 13% 13% -10% -8% 2%

CVR -8% 6% -36% -2% 6% 2%

CPA 16% 7% 76% -7% -13% flat


#1: STABLE CLIENTS STUNK


$3.00

$3.50

$4.00

$4.50

$5.00

$5.50

$6.00

$6.50

$7.00

$7.50

$8.00

10%

15%

20%

25%

CTR CPC


#2: WEIRD NUANCES WE AREN’T USED TO


ETA URL NUANCES

signup.orkin.com/orkin/pph_pcb_tph_tsch.aspx

STANDARD ETA


#3: NO BIG WINS. A FEW BIG LOSSES


MIGRATE TO ETA’S SLOWLY

DO NOT rip off the band aid –

rotate via campaign experiments

run ETA’s and standard ads

side by side – system serving

60/40 ETA’s on google.com, 80/20 for SP’s

test new fun stuff! paths, countdowns (no

longer ugly), headline CTA’s etc.


3: THE AUDIENCE



CUSTOMER MATCH

email meets remarketing... yay?

largest account had ~10% of queries affected

bad for customer acquisition (duh)

look-a-like leaves something to be desired

good for reactivation & seasonal buyers


BOUGHT 300-365 DAYS AGO(we forget sometimes)

OPPOSITE SEX(no presents for me!)

MID-HIGH HHI(got money honey?)

EVERY. KEYWORD. EVER.


DEMO AND GENDER

following a theme of audience-

based targeting tools

just like hhi targeting, doesn’t

collect data until you enable

feature set

create segmented campaigns

with caution


DEMO AND GENDER


HHI TARGETING(when targeting significant areas)

AGE – GENDER - PARENTAL(beware the unknown)

REMARKETING & CUSTOMER

MATCH(come here often?)


DEVICE WEALTH SCALE

8%

5%

6%

9%

7%

6%

12%

12%

10%

14%

14%

13%

19%

21%

19%

38%

41%

46%

COMPOOTERS

TABLETS

MOBILE

MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE


DEVICE AGE & GENDER

9%

22%

20%

12%

25%

25%

15%

19%

16%

22%

16%

16%

26%

10%

11%

17%

8%

11%

TABLETS

MOBILE

COMP

18-24 25-34 35-44 45-54 55-64 65+

MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES

69%

63%

56%

31%

37%

44%

Female Male


0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223

COMPUTERS MOBILE TABLETS

DEVICE DEMAND CURVE

SUN MON TUE WED THU FRI SAT

NOBODY OWNS A HOME COMPUTER ANYMORE


DEVICE CONVERSION CURVE

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223

COMPUTERS MOBILE TABLETS

SUN MON TUE WED THU FRI SAT

MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY


DON’T KILL TABLETS


SHOULD YOU SEGMENT CAMPAIGNS BY DEVICE?

I SURE WILL BE...


DBA AFTER EFFECTS

tablet cpc’s will plummet to the tune of 70%

computer cpc’s should lift by ~10%

create segmented campaigns with caution


CHANGE IS A GOOD THING

WHEN YOU’RE PREPARED


THE FUTURE?

ALL ABOUT PEOPLE.


Adapting to PPC changes in 2016 and beyond

Marketing

Transcript of Adapting to PPC changes in 2016 and beyond