The Performance Search Boot Camp - Pete Newman. Found

PERFORMANCE SEARCH

Sergeant Major Newman Tank Commander Brady

Our Mission Today

CPL, CPD, get on the floor: 1,

2, 3!

CPC, CPA, time to get you fit

today!

Rules of engagement:

1. Limbering up time

2. Assessing your core fitness

3. High impact training

4. Strength & stamina

5. Warm-down

LIMBERING UP

Hilton hasn’t heard the gossip…

20 SIT UPS, AT THE

DOUBLE!

GAP doesn’t tailor some ads to search queries…

I WANT TO SEE YOU SWEAT!

Ernest Jones needs to focus on cost savings…

But don’t target keywords correctly…

YOU CAN’T HANDLE THE

TRUTH!

Grossly unfit Breaking a sweat Marathon runner Usain Bolt

Assessing Your Core Fitness

90% of merchants have PPC brand competitors

Are you appearing on key brand terms?

Are you appearing on your brand terms?

‘Easyjet flights’ 110,000 searches per month

35% of traffic lost

38,500 potential

clicks

AOV: £500CR: 4%

Sales: 1,540Rev:

£770,000




Test incrementality of PPC + SEO

Remember brand coverage can:

Give you greater dominance of inventory space

Help to facilitate quality score across your account

Enable (instant) controlled messaging & offers

Help to push the competition out of easy-win territory

Negative matching showed a 350% ROI increase for clients like Canterbury.com

Are you using this technique effectively?

Are you negative matching effectively?

£1,820 potential wasted money


£12,160 wasted money


Cut down on wasted ad spend

Improve targeting, thus quality score

Boost your ROI

Identify new opportunities


Bing drives 10% additional traffic… …at twice the conversion rate of Google.

Are you appearing there?

Are you appearing on Bing?

2,615 impression

reach


89.3%

4.7% 3.3%2.7%

UK Market Share

73.8%

16.0%

15.2%1.9%

US Market Share

GoogleBingYahooOther

Google’s share is less than 85% in Europe Source: ComScore, 2013Source: Experian, 2013


There’s a potential 10% extra traffic

Some of our clients have seen up to 100% conversion increase

The porting process from Google is simple

Coverage across Bing and Yahoo on one platform


Found sitelinks increase CTR by up to 40%

So why doesn’t everyone use them?!

Are you using Sitelinks?

Are you using Sitelinks?


Take up even more valuable search real estate (for negligible cost)

Push competition even further down the page

Direct users to multiple landing pages – deep-linking

Even greater control over messaging

Great for quick messaging, e.g. 1 day sales

It’s been the “decade” of the mobile!

So why do 44% of the merchants at this event, doing mobile PPC, have un-

optimised sites…?

Mobile is growing…

And growing…

Source: eConsultancy 2013

27

x5Mobile search queries increase

in 2 years (Google, 2012)

95% Smartphone use results in

actione.g. purchase, call etc. (Google,

2012)

40%Mobile users turned to

competitor after bad experience (Gomez)

67%Smartphone owners more likely to buy from an

optimised site (Google, 2012)


28


60% of the real estate is taken up by paid

advertising

Are you mobile-optimised?

A growing customer-base of engaged mobile searchers

Conversion can be better than desktop (thanks e.g. to call extensions)

Localised targeting

Lower CPC’s (currently)

Less competition

So, how fit are we all?

Yes; 48%

No; 52%

Mobile Optimised

Yes; 64%

No; 28%

Poor; 8%

Mobile PPC

Yes;

60%

No; 28%

Poor; 12%

Bing PPC


So, how fit are we all?

Yes; 76%

No; 24%

Brand Presence(where needed)

Yes; 81%

No; 14%

Poor; 5%

Sitelinks

Yes; 48%

No; 33%

Poor; 19%

Basic Negatives


Rules of engagement:

1. Get the basics right

2. Question whether you should be appearing on your brand terms

3. Expand your negatives list

4. Ensure you utilise sitelinks

5. Get mobile

HIGH IMPACT

Aggregator sites are dominating PPC

But do they build and protect your brand?

The rise of the Aggregator Sites: Own your Brand

Booking.com dominates the European online travel market with 55% market share and over 226,000 hotels within

its listings.

(source HotelNewsNow.com)


Would you prefer this?

The rise of the Aggregator Sites: Own your BrandOr

this?


Take back your brand – we call it ‘brand protection’

Own YOUR customers

Prevent potential leakage

Use aggregators for generics, but heavily question their value on brand

Pay less commission by filling the void yourself or with a partner


Product Listing Ads are now all paid for

But many advertisers are struggling…

Merchant products used to appear in natural search results

Google Shopping – PLA’s


Now merchants have to pay to appear

CTR for PLAs was 73% higher than standard text

ads

PLA moved from a 1.5% market share in

Q2 to 5.6% in Q3

And the space is going to become more and more competitive & valuable

Click share also increased from 1.2% to

7.9%

Conversion rate was 35% higher

Average CPC was 36% lower resulting in an

ROI improvement of 46%

Landscape on a study of 270m global impressions & clicks (Kenshoo, 2012)


Well-managed PLA PPC will lead to greater results & ad rank


You now have to pay for a service that was once free

Compared to traditional search, industry averages suggest:

Higher CTR’s

Higher Conversion Rates

Higher ROI

It’s important to start accessing the benefits of PLA’s before the space gets saturated



Enhanced campaigns…

Dun dun DUUUUN! …

Enhanced Campaigns: what are they?

Big update to Google AdWords core functionality

Mandatory update by end of July 2013

Desktop & tablet devices are grouped together

Bids are now set with “% change modifiers”

What do our friends at Google say??

Day Parting• With more advanced

ad scheduling you can better optimise your campaigns to the various hours of the day.

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

1000

2000

3000

4000

5000

6000

7000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Location Targeting• With proximity bidding you

can bid more for customers closer to you.


Advanced Extensions• Ad Group Sitelinks• Extension Scheduling• Call & App Downloads


But…

• Rising CPC’s• Mobile Bidding

Issues• Inability to optimise

to best practice performance PPC

But…

Enhanced Campaigns are here - be prepared!

Improved targeting with ad scheduling & proximity bidding

New features: ad group sitelinks & click to download

But… beware of rising costs from CPC increases and bid adjustment multipliers

And… we think Google may reverse this in the future…


STRENGTH & STAMINA

Getting more out of Performance Search

Facebook Exchange Retargeted Ads deliver massive return on investment: up to 16x (Techcrunch)

Excellent opportunities for lead generation

Great support for offer endorsement & shareability

Ability to directly target your database


Cheaper CPC’s

Localised targeting

Great mobile compatibility

Complements the performance model

Ability to target by:

demographic

interests

Who the user is following


inSlate (pre-10 minute+ videos)

inSearch (static ads)

inStream (TV format-like adverts)

inDisplay (GDN)

Mobile Roadblocks (100% share of voice on m.youtube.com)

But have we reached our goal?!


WARM DOWN

ATTEN-TION!

1. Don’t make silly mistakes

2. Take advantage of new developments, but…

3. Not at the expense of your core campaign

4. Always keep performance & ROI front of mind!

GOOD JOB, SOLDIER!

NOW HIT THE SHOWERS!

PERFORMANCE SEARCH

Brought to you by:

Pete Newman Jamie Brady

[email protected] 653 6709

@found_onlineF: foundonline

www.found.co.uk

The Performance Search Boot Camp - Pete Newman. Found

Technology

Transcript of The Performance Search Boot Camp - Pete Newman. Found