Advanced PPC

Frank Coyle – President

Lisa Sanner – Senior Client Manager

Mar 18, 2010

Webinar Logistics

• Being recorded

• Email with link will be sent out later this

week

• Ask questions throughout

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• $50 MM in managed media

• 12 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Agenda

• New Google Ad Formats

• Content network

• International PPC

• Geo targeting PPC

• Working with the Engine Reps

• Q&A

New Ad FormatsKey Points/Findings

• What these ad formats are and how they differ

• Getting the user closer to what they want – think about

conversion metrics

• Eligibility requirements and limitations

• Early results

• Samples

New Ad Formats

• Google Sitelinks

• Yahoo Rich Ads in Search

• Google Product Extensions

• Google Product Listings

It’s like gaining shelf space and merchandising your brand products in a grocery store.

Example:

Ad Sitelinks format

What are Sitelinks?

Ad Sitelinks is a new feature of AdWords that allows you to attract more users

and move them further down the purchase funnel by providing additional links to

content deeper within your sites.

Sitelinks Tips

» Only show on your very *BEST* keywords. (QS>8, T1-3 positions) - Branded terms or your core KWs

» Run a KW report to see where your ads are likely to show.

» Be concise. Under 15 characters perform best.

» Look at SERPS for these KWs. Consider your SEO listing and links.

Tracking and Measurement

SiteLink Description SiteLinkURL

Link 1: Top 10 Gift Ideas http://www.example.com/gifts?sitelink=1

Link 2: Gift ideas for kinds http://www.example.com/gifts?sitelink=2

Link 3: Gift ideas for parents http://www.example.com/gifts?sitelink=3

Link 4: Gift ideas for boys http://www.example.com/gifts?sitelink=4

By tagging your links, you can:

• Test different destination URLs and compare performance

• Test different link text to improve the CTR

No reporting in AdWords Report Center.

Edit only in AdWords UI campaign settings. Not in Editor.

Tag Your Links: Tagging your links lets you view the unique performance of

each link in your ad.

Example: Dell used Ad Sitelinks

to segment home and

business users and direct

them to the most relevant

pages for their needs.

Choosing Sitelinks - Segmentation

User Segmentation: Ad Sitelinks can help you segment your users before they

ever reach your site.

Example: Saks used Ad

Sitelinks to advertise

their ‘one day’ event to

users who searched for

their brand.

Choosing Sitelinks - Promos

Seasonal/Limited Time Promotions: You can use Ad Sitelinks to alert users to

timely offers when they search for your brand on Google.com.

Example: QVC used

Ad Sitelinks to easily

direct users to the content

they search for most

often on their site.

Choosing Sitelinks - MVPs

MVPs (Most Valuable Pages): Ad Sitelinks can let you direct traffic to the most

popular or valuable pages on your site to increase the value of searches for

your brand on Google.com.

Example: Priceline used

Ad Sitelinks to direct

users to content specific

to each of their major

product categories.

Choosing Sitelinks – Product Lines

Product Lines: Ad Sitelinks can help you direct users to tailored landing pages

based on the product category they are most interested in.

Yahoo Rich Ads in Search

» A lot like Google Sitelinks but with images/video.

» Dominate the first 3 positions on a Yahoo SERP

» Only in beta for select advertisers.

» Must meet spend thresh hold on standard match brand terms. Yahoo approves keywords and builds.

What are Product Extensions?

Your product

ad appears

under your

text ad with

a plusbox

• Allows you to leverage your existing Google Merchant Center feed to promote your products with your text ads.

• Users see information about your product, including image, price, and title

• Advertisers are seeing up to 10% increase in CTR

Product ads and

images appears

beside related

search results

Users see information

about your product,

including image, price, and

title

CPA auction on

Merchant Center

Product Listing Ads is a new feature of Google that allows you to leverage your existing Google Merchant Center feed to automatically promote your products on Google.com

What are Product Listings?

Product Extensions vs. Product Listings

• Product Extensions:

– Plusbox with images on your text ad

– Adwords campaign Level settings

– Still ppc, bid by keyword, cpc paid by keyword; some metric reporting

– Advertisers can control the targeting for Product extensions and select

offers are most relevant for a user's query. Can include keywords in feed.

• Product Listing Ads:

– Image Ads with price and Merchant name (Google may show multiple

merchants)

– This is an auction just like AdWords but in Merchant Center, not currently

in AdWords at all.

– Bid by CPA or $ amount and Google inserts the listings that are likely to

be the most profitable.

– Google automatically determines which products are most relevant to the

user's query.

Content Network

• What it’s really good for

• Tips/Techniques

• Targeting Gmail

Using Content Network

“A good hockey player

plays where the puck is.

A great hockey player

plays where the puck is

going to be. ”

• Especially good for new markets or less frequently searched products

Using Content Network

• Auto placement (default)

– Google serving on more sites than before

– Seems to be broad associations

– Move to manual placement asap/set up

manual campaigns

Auto Placement - Beware

Targeting Gmail: Targeted

• Content network driven

• In context advertising, can be hit or miss

Targeting Gmail: Untargeted

Targeting Gmail

• Mixed results, some good some bad

• If good, move to manual placement

• Otherwise exclude

International Accounts Best Practices

• Drive traffic to local websites when possible

Users like to feel “at home” throughout the search

experience

• Build ad campaigns in local language Ensures reaching the largest population in each country

• Augment with English Pick up extra traffic by targeting English-speakers

• Leverage MCC for better managementFor teams managing multiple country accounts, convenient access and dashboard view into all accounts with one login

International Accounts

Campaign Tips

Time Zone and Currency set at Account level

Languages and Geotargets set at Campaign level.

Use a country alpha in your display URL so user knows she’s going to a

local language site.

Ad Copy in Local Language – use Translate tools, then have Language

Specialist review and make sure it is localized

Google Translator Toolkit – Can translate a whole campaign or account

easily and quickly, but be careful! http://translate.google.com/toolkit

But remember to localize – don’t just translate!!

International Accounts

Translator Toolkit

1 Match the language of the creatives to that of the site

which is being advertised.

2 For keywords with multiple spellings, use the most

accepted spelling in the ad text

3 Start with several versions of ad copy in each group on

optimized ad serving. Then get it down to 2 and split test

4Localize don’t just translate -include all possible

variations and spellings, accented and unaccented

keywords.

5 Start with best general/brand keywords; establish a good

CTR then expand with SQR and KW tools.

International Accounts

Ad Copy and KW Tips

Geo Targeted Campaign Case Study

• 20 locations * two product offerings per location

= 40 business lines to track

• Geo target at the zipcode level

• Same set of keywords in each location

• Phase 1: target an overall CPA

• Phase 2: CPA/product/Geo

Geo Targeting

• Target at country,

state, metro, city, zip,

radius, custom

Geo Targeting Findings

• Because traffic is low and slow,

sometimes make decisions based on the

aggregate (ad testing)

• Kws don’t perform the same in every geo

• Talk to your sales team and adjust spend

– Telesales closing rate varies by Geo

• Separate landing pages for key geos

• Get very detailed on analysis

Managing 20 Geos

• Prioritize the markets

– What are your Tier 1,2,3 geos ?

– Know the sales by geo at the KW level

• Allocate media budget by geo

– Allocate spend based on weekly performance

– If week 2 is always slow, reduce spend

• Know your KW performance by geo

– Kws don’t work the same in every geo

30 Day & 60 Day CPA Analysis

• Only 2-3 Kws really matter per geo

• Look at CPA trends before adjusting bids

• Sometimes being #1 is good

Bidding Strategies

• Rule of thumb: bid to position 3-6 ?

• Reality: bid for optimal results

Getting the Most from Your Engine Reps

1. MOST impt: Let your reps know your success metrics and objectives.

2. Take time to have a conversation with them every month about new features

3. Talk with them more frequently with account activities. Pick up the phone vs.

email. Request optimization recommendations if something is not performing.

4. Poke around the UI once in awhile. You’ll see new things regularly often before

they are formally “released.”

5. Be informed, willing to learn, and ask questions. Read blogs, social networking,

Inside Adwords.

If you don’t have an Adwords rep, reach out to adwords-support@google.com

Being Advanced about PPC is: being knowledgeable about new and dynamic features smart about your account to know when/when not to test them nimble enough to try them early.

Q & A

lisas@pointit.com

frankc@pointit.com