SMX London 2013 Google AdWords Product Listing Ads and Enhanced ads

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@annstanl Amazing Paid Search Tactics & Tools - Product Listing ads & Enhanced ads By Ann Stanley

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A presentation from Ann Stanley at SMX London on Google AdWords. This includes tips on how to set-up Product Listing ads for ecommerce websites and a review of the new Enhanced ads features.

Transcript of SMX London 2013 Google AdWords Product Listing Ads and Enhanced ads

Page 1: SMX London 2013 Google AdWords Product Listing Ads and Enhanced ads

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Amazing Paid Search Tactics & Tools - Product Listing ads & Enhanced ads

By Ann Stanley

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1) Product Listing Ads & Shopping results

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Summary of different shopping results in Google

Keywords =Samsonite luggage

Organic shopping results

(Merchant Centre)

AdWords Products ad extension

Product Listing ads

Map and Local listings

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1. Live Merchant Centre Account with active product feed or upload from your product/website database – manual CSV good for small number of products

2. Add your AdWords ID into Merchant Centre3. Within AdWords link each campaign to Merchant Centre using Product

extensions section of Ad Extensions tab4. Create a campaign just for PLA5. Create ad groups for each product category or brand 6. Create the ad by selecting the ad type “product listing ad” (but you do not

need to add any keyphrases)7. For each ad group create a target or filter in the Autotarget tab, this must

relate to the content of your original database or CSV file uploaded to Merchant Centre (press “Verify” to check)

8. Product Listing Ads are now available for mobile

Setting up Product Listing ads

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Product listing ads - Autotargets

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See search terms that triggered PLA

Add negatives to improve targeting

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Comparing search and PLA campaigns

• The PLA ads had a lower impression share, when the sector was more competitive, (this was associated with higher CPC often when there are lots of Amazon and eBay ads)

• Surprisingly - PLA do not always have a higher click through rate• The PLA conversion rate was higher in 3 out of 5 accounts• The PLA cost per conversion was lower in 3 out of 5 accounts, but in one case this

was because the CPC was so much lower. However 4 out of 5 were acceptable ie. below the target CPA

• The ROI was better in 3 out of 5 accounts and 4 of these accounts were above the target of 4:1

• Only way to find out if PLA will work for you is to test and run both!

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Tips with PLA• Use one campaign and many ad groups – each ad group targeted to one

product or brand • Use “All products” targeting in one ad group to catch the rest but bid lower• PLA are useful for doing research prior to setting up search campaigns• Use See search terms to check what you are found for – add negative

keywords or check the quality of the data in your feed• If you have a limited number of products you can manually create a CSV

with the correct data• Use additional AdWords fields in your feed to exclude or target specific

products• You may have to bid much higher in competitive sectors to get shown ie.

when eBay/Amazon or other high street brands are bidding • Check your search ads CTR as they may be relegated to below the organic

results for position 4!• You can use tracking URLS to distinguish from text ads

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2) New Enhanced Ads

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What are new enhanced ads?

• Designed by Google to help better manage campaigns and budgets for a multi-device world. Note: Universal Analytics will be able to track across these devices

• Allow you to manage bids across devices, locations, and time of day - all from a single campaign

• Count Phone calls and App downloads as conversions in AdWords• Google will automatically be upgrading all AdWords campaigns to enhanced

campaigns starting on July 22, 2013.• There is now an upgrade centre to make upgrading to enhanced campaigns easier

http://adwords.blogspot.co.uk/2013/04/upgrade-to-enhanced-campaigns-more.html

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Legacy Enhanced

Devices Separate campaigns for each device - with separate budgets, bids, ads, URLs and keyphrases

Combined campaign – use bid modifiers to turn mobile bids up or down (-100 % to +300%)You can’t have a separate mobile campaign and there is no control over desktops and Tablets (combined campaign only). Difficult to manage bids at keyphrase level for each device, as mobile modifier is at ad group level - so Bid inflation expected!You can use campaign optimiser as bids will be automatically adjusted for mobile, but it’s either on or off!

Geo-targeting Separate campaigns for each target area

You can still can have separate campaigns for each location, but It is easy to use bid modifier for each location, eg for towns within a national campaign

Scheduling Turn campaign on and off (15 mins) with bid modifiers

Combines results with time and bid adjustment

Keyword Destination URL and tracking

Destination URL could be targeted at keyword level

Destination URL can now only be targeted at ad group level – is this a problem for 3rd party software that used URL tracking at keyword level?

What has changed?

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Legacy Enhanced

Sitelinks Simple to set-up at campaign levelData lost when links changed

Additional control – e.g. ad groups and mobilesAdditional and saved reports (data retained)

Offer ad extension Not available Create offer extension for use in store

Call extension Free call extension (Click to call - Mobile only)Google Call forwarding $1 in desktops/tabletsClick to call data was shown in segment

Google forwarding numbers are now free on all devicesYou control when a call is a classed as a conversion Better reporting - Call conversion is now an extra column

Social extensions Social extension were set-up manually, for each campaign.

Campaigns will include social extensions automatically

App extension Basic targeting – contextual, managed placements, by operating system.

Advanced targeting of users; based on people’s context like location, time of day and specific device.

What has changed - extensions

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Bidding by device and results

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Bids by location (on settings tab)

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Scheduling – new format

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Sitelinks

• Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that occurred on any

part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad.

• Data retention: Edit your Sitelink extension without resetting its performance statistics.

• Customised Sitelinks for mobile• Scheduling with start and end dates• Matt Van Wagner reported improved results with ad group Sitelinks

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Customise Sitelinks for mobile devices and Google Call Forwarding

Customise mobile specific Sitelinks at the ad group level, in addition to campaign level!

Display phone numbers using call extensions. Now available on desktop and tablets with call forwarding free of charge (previously $1)

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New Offer extension

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The controversy - Mobile campaigns

• Simpler to set-up but:– Can’t have separate campaigns for each device - what

about mobile only campaigns for mobile sites?– Bid modifier only for mobiles (-100 to +300%)– Lack of control e.g. tablet specific campaigns, bid

modification at ad group not keyword level– Expected to lead to bid inflation, as everyone is forced

to use mobile– You can have preferred ad for mobile, but you have to

manually select ad in each ad group

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• Some features really liked – eg. Sitelinks (ad group level and retention of data), bid modification for geo-targeting

• Everyone is unhappy with the loss of control over devices • Optimisation is confusing at the keyphrase level when each

device performs differently • You can choose to use conversion optimiser bidding strategy, as

this adjust the bid by device and overcomes some of these issues• Recommend -25% on your mobile modifier for now, this may

change when everyone is forced to switch• Many advise sticking it out until Google has made all the changes • Will Google relent and give us on bid modifiers for Tablets and

desktops? They did U-turn on ad rotation!

What the bloggers say!

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Thank You

Ann Stanley@annstanley

[email protected]

www.anicca.co.uk