Bronto Summit 2016: Connect & Convert: 7 Paid Search Strategies to Maximize Online Reach
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Transcript of Bronto Summit 2016: Connect & Convert: 7 Paid Search Strategies to Maximize Online Reach
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Improve AdWords & Shopping ROI
Ride the rising mobile wave
Additional ad types to maximize reach
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First, Check Your Engine Strategy
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Set Your GPS to Profit Strategy
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LIMITED USE OF GEOGRAPHIC, DEMOGRAPHIC OR LOCATION BASED ADJUSTMENTS IN TOP CAMPAIGNS WITHIN THE ACCOUNT
1 Geographic Settings
TOP 5 REGIONS COST CPA CONV
Wisconsin $388 $21 18
Vermont $745 $22 33
Alaska $1088 $22 48
Minnesota $409 $22 18
North Dakota $351 $23 15
BOTTOM 5 REGIONS
COST CPA CONV
Hawaii
$465
$155
3
New Mexico
$1032
$68
15
Florida
$263
$65
4
Arizona
$480
$53
9
Oklahoma
$381
$42
9
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1 Geographic Settings
Factor weather into your seasonality.
Watch weather trends and bid accordingly.
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Is Your Feed Premium or Unleaded?
Strategy
2
VS
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2 Feed Quality
Keyword Research Perform research & mine search queries – how do customers find you?
Title & Description Optimize around key, high-traffic keywords.
Recommended Attributes Go above and beyond – help shoppers find your products!
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2 Titles
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2 Descriptions
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It’s worth it to go the extra mile!
Many shoppers filter results with these “optional” attributes.
Google uses these “recommended” values to match to search queries like long-tail keywords.
2 Recommended Attributes
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This Exit, Shopping Structure Strategy
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3 Custom Labels
Common uses: • Seasonality • Profits or Margins • Stocked or Drop Shipped • Clearance / Closeout Status
• Best Sellers / Trending • Price • Loss leaders / Promotional
Items
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3 Custom Labels
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All Products
1st Product Type
2nd Product Type
2nd Product Type
SKU
1st Product Type
2nd Product Type
2nd Product Type
SKU
1st Product Type
2nd Product Type
2nd Product Type
SKU
Brand Brand
3 Break Out Your Structure
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3 Avoid All Products
Never let this be your only target.
Don’t forget to monitor very carefully.
Where there’s product overlap, never let your “all products” target have higher bids or priority.
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Industry-specific benchmarks for CTR & CPC
Insights into your competitive performance
Estimates on traffic potential
3 Auction Insights
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3 Auction Insights
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Go Mobile or Go Home Strategy
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4 Google Shopping Click Volume By Device
69%
36%
11% 10%
20%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Google Shopping Click Share By Device
Computers Tablets Mobile
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Google Shopping Click Volume By Device
Computers Tablets Mobile
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Source: SearchEngineLand: “Google’s Efforts To Monetize Mobile Pay Off, But Sites See A Hit To Organic Visits”
4 Mobile Shopping
More ads show on mobile devices.
Ad units are larger in second half of 2015.
Larger screen sizes make for easier shopping.
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4 The Mobile Experience on Product Pages
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OR
4 The Mobile Experience on Product Pages
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Device Targeting Strategy
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5 Device Targeting
Use Device Bid Modifiers.
Use Mobile Preferred Ad Copy & Extensions.
Monitor Impact with Cross Device Conversions.
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Keep It Local Strategy
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6 Local Inventory Ads
Show individual stock for local stores.
Test additional bid modifiers based on radius.
Use Google My Business for locations.
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Promoted Pins Strategy
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7 Promoted Pins
Group themed keywords together for every promoted pin.
Use the same pin with different groupings of keywords.
Monitor performance using multiple conversion points.
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