The Year That Was In The World of Paid Search - 2013
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Transcript of The Year That Was In The World of Paid Search - 2013
The Year that was...
• Remarketing
• Enhanced Campaigns
• & gmail sponsored promotions
Even though all these affect us... the life changing ones are:
REMARKETING
Remarketing . Enhanced CAmpaigns . GSP
• what
• WHY
• HOw
Remarketing . Enhanced CAmpaigns . GSP
•TYPES
•RLSA
•Display Remarketing
•Remarketing through GA
•Dynamic Display Remarketing
Google Display Network
Search Network
Remarketing . Enhanced CAmpaigns . GSP
Best practices:
Split your campaign into segmentsRemember frequency capping
Remarketing . Enhanced CAmpaigns . GSP
Strategies:
Renew your ad messaging for non converted users over timeCross selling
Up sellingOffer special incentives for repeat purchasers
ENHANCED CAMPAIGNS
Remarketing . Enhanced CAmpaigns . GSP
• what
• WHY
Remarketing . Enhanced CAmpaigns . GSPFeatures:
- Powerful advertising tools for the multi-device world- Smarter ads optimized for varying user contexts- Advanced reports to measure new conversion types
GSP
Remarketing . Enhanced Campaigns . GSP
• where
• WHY
• HOw GDN Placement
Remarketing . Enhanced Campaigns . GSP
Ad Placements in a Users Gmail account
Clickable
We can direct users to the website/ landing page
Remarketing . Enhanced CAmpaigns . GSP
Remarketing . Enhanced CAmpaigns . GSP
Can forward to friends
Remarketing . Enhanced CAmpaigns . GSP
Can forward to friends
Remarketing . Enhanced CAmpaigns . GSP
Domain
Mailing Lists
Job Title
Purchases
Keyword
Interest
Emails from a particular domain
Content in the emails Someone who has made a
purchase recently
Upper management,
professionals etc. List of email addresses to
target
Travel buffs, Luxury travelers
Targeting
Remarketing . Enhanced Campaigns . GSP
The Challenge:To increase the overall lead flow for our account
Text
256mail.google.com
impressions - gmail(GDN) vs GSP
4,75,011
1,95,48,032
0
2,00,00,000
4,00,00,000
6,00,00,000
8,00,00,000
10,00,00,000
12,00,00,000
14,00,00,000
16,00,00,000
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Impressions - GSP
Impressions - GDN
34,271 22,387 13,626 15,246
30,452 39,314 26,210
15,753 20,613 13,871 9,675
12,708
10,979
5,81,135
0
1,00,000
2,00,000
3,00,000
4,00,000
5,00,000
6,00,000
7,00,000
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Clicks - GDN
Clicks - GSP
clicks - gmail(GDN) vs GSP
GSP - Targeting
Kerala Resorts
kerala resorts
holiday in kerala
resorts in kerala
India Resorts
holiday in india
family holiday india
india vacation package
Terrain Related
adventure holidays
romantic holidays
wild life tour
Foreign Holiday Destination
holiday in austria
resorts in pattaya
vacation resort in bangkok
Other Resorts
sikkim holiday packages
rajasthan hotels
hotels shimla
Keywords
KeywordsDomains
GSP - Targeting
KeywordsDomainsJob Titles
GSP - Targeting
combination targeting
impact
256gmail
4332gmail+GSP
30%drop in CPL
Conversions
TEAM updates
bigger
Interest% 50% to 75%
34% Reduction in CPC
busier
Ad Writing Championship
Congress Hain Apke Sathnayahainwah.com/rahul-‐ko-‐vote-‐doJab Ayga Congress ka Shashun. SastaHojayga Petrol, Pani aur RaCon!
Congress Hain Apke Sathnayahainwah.com/rahul-‐a-‐revoluCon Khushiyo Se Bhara Hoga Har Din.SasC Kar Denge Beer, Whisky & Gin!
Arun went to Delhi
Vipan shifted to Analytics
Paid Social TeamPPC
Rising Star
Shweta Sampat
All in all....
#TheMostAwesomeTeam