advanced ppc strategies- america outdoors 2012

Elizabeth Marsten@ebkendo

elizabeth@portent.com

Advanced PPCAmerica Outdoors 2012

Ask me anything

Agenda:

Extension Ads Advanced Bidding GeoTargeting Display & Content Remarketing Product Listing Ads Offline Editors Beyond Google/Bing

Extension Ads

SITELINKSCALLLOCATIONSOCIALMOBILE APPSPRODUCTDYNAMIC SEARCH

Sitelinks

Call

Location

Social

Mobile Apps

Product

Dynamic Search

Combinations

Advanced Bidding

CPAENHANCEDINCREMENTALAUTOMATED RULES

CPA /Conversion Optimizer

Enhanced CPC

Enhanced CPC

• You have conversion tracking enabled.

• Have a consistent (steady stream) of conversions coming in every day (At least 20).

• Don’t care what your CPC is.• You’re CPA focused.• You know what your target CPA is and

it doesn’t move up and down much.

Incremental Bidding

• AdWords: increase OR decrease your max CPC by time of day or day of the week at the campaign level.

• Bing: increase in increments of 10% at the ad group or campaign level.

AdWords

Bing Ads

Automated Rules

• Use rules for keywords, ads, ad groups or campaigns to raise or lower bids and budgets when certain conditions are met.

• You choose the conditions. There are a LOT to choose from.

• Choose how often the rules run.

• Preview the changes that the rule will make when it runs.

Automated Rules

Geotargeting

AdWords

AdWords

Bing Ads

Display & Content

Display/Content

Display/Content

Syndicated Search Partner

Remarketing

LISTSCUSTOM COMBINATIONSUSING GA

Remarketing is available in the content network only and applied at the ad group level.

The display network setting needs to be for placements, not keywords for maximum reach.

The best set up is a new campaign for placements and an ad group with no active placements in it.

If you want to get the most out of it, have AdWords Conversion Tracking enabled and running, it will import and use some of the same tags.

KNOW what/who you want to remarket to BEFORE you start setting up. Strategy first, then implementation.

Remarketing on the Content Network

Remarketing- Custom Combinations

• Create layers

APPLYING REMARKETING:

If you generated new tags, those will need to be placed on the page(s) that you want visitors that hit to be re-marketed to before the program can start working. They should be implemented just like AdWords Conversion tracking, insert the code snippet between the body tags. –OR- Use Google Tag Manager.

Bids can be set at different levels for different lists, so be sure to assign the right value to each list by the users you’re targeting. A visitor that abandoned a full cart is more valuable than one that doesn’t add to the cart at all and should be treated as a higher value visitor.

Product Listing Ads

MERCHANT CENTERBASE

SHOPPINGFROOGLE

Merchant Center Feed

•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a sort of “quality score” too

Google Product Type vs. Product Type

Product Type = YOUR taxonomy

Categorization/Google Product Type

“All Products”

#WINNING IN PLAS

Bid On One Product

Layer Attributes

Removing Products

True = included in AdWords/PLAsFalse = don’t include

Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level.

Ad Group Bid vs. Target Bid

Offline Editors

Beyond AdWords & Bing

FACEBOOKTWITTERADROLLADMARKETPLACE

Facebook Ads

Facebook Ads

Custom Audiences• Need Power Editor (Google Chrome plugin)• Only works in the account it’s “native” to• Import email, phone or FB user IDs

Facebook Ads

• Send users to FB page or to a specific URL

• Headlines for ads going to FB pages can’t be edited

• Target and segment like CRAZY

• Change out images often (like 2-3 times per week)

• Watch the “reach” statistics, they’ll tell you when the ads are “tired”

• Do NOT run ads from your personal account

• Watch out for type of ad you choose vs. content being posted on page

Twitter Ads

• Not good for direct sales• Good for events and freebies• Cheap• Not a lot of traffic yet• Starts out “hot” and cools down fast• Promoted tweet vs. promoted account• $100 credits available

Twitter Ads

Twitter Ads

AdRoll Remarketing

• Remarket ALL over the web, beyond Google AdWords Display• See which sites your ad displayed on• Banner/image ads• Need a privacy policy and specific text from AdRoll on your site• Need to install a tracking pixel (“smart pixel”)• $1k+ budget per month assigned a rep• Location targeting is tricky• Low cost • Use the Live Chat help tool• Can be frustrating to navigate at first• Targeting people, not sites • No frequency caps without a rep• Need initial traffic to re-target to• Partnered with Facebook Exchange

adMarketplace Display• Display across their network• Very cheap, minimum $5 per day budget• More for traffic/clicks than conversions• Can track conversions• Self service center• Can’t see which sites your ads showed on• Text ads• Search syndication

Elizabeth Marsten@ebkendo

elizabeth@portent.com

Q&A