the shift to enhanced campaigns - eric couch at mbo

THE SHIFT TO ENHANCED CAMPAIGNS

WHO ARE YOU?

ERIC COUCH

SENIOR PPC ACCOUNT MANAGER,

HEAD OF TRAINING

@HANAPIN MARKETING.

WRITER @ PPC HEROwww.ppchero.com

@ecouch11

ENHANCED CAMPAIGNS & ME

EARLY ADOPTER

SPENT $2M (SO FAR) ON ENHANCED CAMPAIGNS

LEAD GENERATIONECOMMERCE

ENHANCED CAMPAIGNS & ME

OVERVIEW

HISTORY DEVICE TARGETINGLOCATION TARGETINGSITELINKS

HISTORY

GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO:___________________

GOOGLE’S REASONING

GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO:

“MORE SIMPLY AND SMARTLY MANAGE YOUR AD CAMPAIGNS IN TODAY’S MULTI-DEVICE WORLD.”

- INSIDE ADWORDS

MULTIPLE DEVICES – PRE-EC

MULTIPLE DEVICES – POST-EC

DOING THE MATH

REAL CLIENT:

7 CAMPAIGNSX 30 LOCATIONSX 3 DEVICES

= 630 CAMPAIGNS

DOING THE MATH

THIS WAS A PROBLEM.

IT’S ALMOST UNMANAGEABLE.

IMAGINE DOING THIS AS A SMALL BUSINESS.

EC DID HELP ON THIS FRONT, BUT…

HISTORY REVISITED

GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO:___________________

MY REASONING

MY REASONING

GOOGLE INTRODUCED ENHANCED CAMPAIGNS TO:

“MAKE MONEY.”

- ME, CYNICAL INTERNET MARKETER

CHARACTERISTICS OF MOBILE

BEFORE ENHANCED CAMPAIGNS:

CHEAPNO COMPETITION

DOING THE MATH, PART 2

LOW MOBILE COST PER CLICK + GROWING MOBILE AUDIENCE = STAGNANT CPCS FOR GOOGLELOST PROFIT

GOOGLE CPCS BY MONTH

GOOGLE’S Q3 OUTLOOK

21.5% Y/Y PPC GROWTHCPC DECLINE OF 5.2% Y/YNET REVENUE OF 11.6B

- DOUG ANMUTH, J.P.

MORGAN

(ACTUAL EARNINGS CALL: 10/17)

IMMEDIATE IMPACT

MOBILE CPA = 40% MOBILE SPEND = 80%TABLET CPA = 13%

TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY

TOTAL CPA = 17%TOTAL CONVERSIONS = 7%

POST-EC MOBILE STATS

HIGHER COMPETITION + HIGHER CPCs = PROFIT

THE BIG QUESTION

HOW DID GOOGLE DECIDE TO FIX THIS MOBILE PROBLEM?

THE BIG ANSWER

DEVICE TARGETING.

DEVICE TARGETING

WE NO LONGER HAVE THE ABIILITY TO CREATE MOBILE-ONLY CAMPAIGNS.

INSTEAD, WE HAVE TO USE BID MODIFIERS.

THE MODIFIER PROBLEM

BID MODIFIERS – CHANGE ANY KEYWORD’S BID BY -80% TO +300%.

$1.00 BID ON DESKTOP, -50% MOD ON MOBILE = $.50 BID.

THE MODIFIER PROBLEM

BUT IT INTRODUCES INEFFICIENCIES IN TO THE ADWORDS SYSTEM.

A $3.00 BID CAN ONLY BE MODIFIED IN WHOLE PERCENT INCREMENTS – A -1% BID = $2.97A -2% BID = $2.94

THE MODIFIER PROBLEM

IF YOU NEED TO BID $2.95, YOU’RE SCREWED.

BUT WHERE DOES THAT EXTRA MONEY GO?

THE GOOGLE MONEY VAULT

THE MODIFIER PROBLEM

WE ALSO LOSE BID CONTROL WITH TOO MANY LAYERED BID MODIFIERS.

YOU CAN HAVE MODIFIERS FOR DEVICE, TIME OF DAY, AND LOCATION.

THE MODIFIER PROBLEM

THIS IS HOW YOU TURN 300,000 KEYWORDS IN TO 7.4 MILLION POTENTIAL BIDS.

THE MODIFIER SOLUTION

LIMIT THE NUMBER OF THE BID MODIFIERS YOU EMPLOY.

LIMIT THE SCOPE OF THE BID MODIFIERS THAT YOU EMPLOY.

DEVICE TARGETING

WE NO LONGER HAVE THE ABIILITY TO NOT TARGET TABLETS OR DESKTOPS.

AT ALL.

WAIT, WHA-

I KNOW, RIGHT?

JUST LUMPED IN THERE TOGETHER.

GOOGLE’S REASONING, PART 2

“WE AND OTHERS IN THE INDUSTRY SEE THAT USERS’ SEARCH BEHAVIOR ON THESE LARGER DEVICES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE DEVICES.”

- INSIDE ADWORDS

FACT CHECKING GOOGLE

TABLET VS. DESKTOP

ALL ACCOUNTS, PAST 12 MONTHS (IN SEARCH):

TABLET CONV. RATE = 19%TABLET COST/CONV. = 14%

FACT CHECKING GOOGLE

TABLET VS. DESKTOP

ALL ACCOUNTS, PAST 12 MONTHS (IN DISPLAY):

TABLET CONV. RATE = 52%TABLET COST/CONV. = 119%

REPETITION FOR EMPHASIS

THE MANDATORY INCLUSION OF TABLET AND DESKTOP TRAFFIC IS ANOTHER INSTANCE OF INEFFICIENCY INTRODUCED BY ENHANCED CAMPAIGNS.

THE NEGATIVE IMPACT

REAL CLIENT: MOBILE-BASED SOCIAL PLATFORM, FOCUSED ON LEAD GENERATION

THE PROBLEM:ENHANCED CAMPAIGNS.

THEY HAVE NO USE FOR DESKTOP TRAFFIC.

THE NEGATIVE IMPACT

THE SOLUTION:

CREATIVE USE OF BID MODIFIERS TO REDUCE DESKTOP TRAFFIC.

COMPLETE REVISION OF BUSINESS MODEL.

THE POSITIVE IMPACT

REAL CLIENT:ECOMMERCE CLIENT ADVERTISING ON DESKTOPS AND TABLETS.

THE PROBLEM:AD DISAPPROVAL ISSUES CO-MINGLING WITH A DESIRE TO TRY MOBILE PPC.

THE POSITIVE IMPACT

THE SOLUTION:

ENHANCED CAMPAIGNS.

THE UNEXPECTED MOBILE TRAFFIC VOLUME DOUBLED SALES, DOUBLED SPEND, REDUCED CPA BY 8%.

WHAT SHOULD YOU DO?

• MOBILE LANDING PAGES.• RESPONSIVE DESIGN.• UNDERSTAND THE MOBILE USER

EXPERIENCE ON YOUR SITE.• KNOW YOUR METRICS – DO THEY

CONVERT AT THE SAME RATE?• ROUTINELY CHECK YOUR MODIFIERS.

BEST PRACTICES

AVOID OVER-OPTIMIZATION ON YOUR MODIFIERS.

YOU’RE ALREADY ADJUSTING BIDS ON A REGULAR BASIS. (RIGHT?)

ADJUSTING YOUR MODIFIERS TOO OFTEN CAN LEAD TO OVERCORRECTION.

WHAT SHOULD YOU DO?

IMPOTENTLY FUME OVER THE MANDATORY INCLUSION OF TABLET TRAFFIC.

WHAT SHOULD YOU DO?

USE MOBILE-PREFERRED ADS.

100% EFFECTIVE AT SEGMENTING TRAFFIC.

MOBILE AND DESKTOP WILL HAVE ADS THAT PERFORM DIFFERENTLY.

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TIP #1

THE MORAL OF THE STORY

THERE HAVE BEEN GOOD AND BAD ASPECTS TO THIS DEVICE TARGETING CHANGE.

THERE IS A TON OF MOBILE TRAFFIC OUT THERE.

WE NEED TO BE ON BOARD.

THE MORAL OF THE STORY

NEWER GENERATIONS = MOBILE ADOPTION DESKTOP ADOPTION

I STILL USE A DESKTOP, SO I GUESS THAT MEANS I’M OLD NOW.

WHICH I FIND HILARIOUS.

THE MORAL OF THE STORY

THE MORAL OF THE STORY

OLD ACCOUNT STRUCTURE

OLD ACCOUNT STRUCTURE

REAL CLIENT:

7 CAMPAIGNSX 30 LOCATIONSX 3 DEVICES

= 210 CAMPAIGNS

HOW TO FIGHT CAMPAIGN BLOAT

LOCATION TARGETING.

LOCATION TARGETING

WE CAN STILL SEGMENT CAMPAIGNS BY LOCATION.

BUT WE CAN ALSO APPLY BID MODIFIERS BY LOCATION TO MAXIMIZE PERFORMANCE.

NEW ACCOUNT STRUCTURE

REAL CLIENT:

7 CAMPAIGNSX 30 LOCATIONSX 3 DEVICES

= 7 CAMPAIGNS

LOCATION MODIFIERS

THEY’RE PRETTY GREAT

AWESOME

LOCATION MODIFIERS

THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE.

IMAGINE THAT.

HOW TO USE LOCATION MODS

USE LOCATION MODIFIERS TO MINIMIZE AND MAXIMIZE PERFORMANCE WITHIN A LARGER GEOGRAPHIC AREA.

EX: + / - MODIFIERS FOR INVIDIVIDUAL STATES.

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TIP #2

HOW TO USE LOCATION MODS

REAL CLIENT:LEAD GENERATION FOR HIGH VALUE INDUSTRIAL MACHINERY

THE PROBLEM:NEEDS INCREMENTAL LIFT IN U.S. LEAD VOLUME WITHOUT ANY INCREASE IN BUDGET OR CRO. SMX EAST

2013 HOT TIP #2

HOW TO USE LOCATION MODS

THE SOLUTION:LOCATION BID MODIFIERS FOR EACH STATE IN THE U.S.

THE RESULTS:LEAD VOLUME = 22%COST PER LEAD = 6%

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TIP #2

WHERE TO START

GOOGLE ANALYTICS.

GOOGLE ADWORDS’ DIMENSIONS TAB.

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TIP #2

WHAT *NOT* TO DO

THE PREVIOUS TACTIC WORKS BEST FOR LARGE GEOGRAPHIC AREAS.

THE USE OF MODIFIERS ON AN ALREADY-SEGMENTED CAMPAIGN CAN BE HARMFUL.

WHAT *NOT* TO DO

REAL CLIENT:LEAD GENERATION FOR LARGE EDUCATION CLIENT. MAKES USE OF 20 MILE RADIUS TARGETING AROUND CAMPUSES.

THE PROBLEM:COST PER LEAD UNEXPECTEDLY ROSE.

WHAT *NOT* TO DO

THE SOLUTION:ANALYSIS SHOWED THAT CPL ROSE 20% - THE SAME AS THE RECENTLY-IMPLEMENTED BID MODIFIER.

THERE WAS NO LIFT IN LEAD VOLUME. JUST AN INCREASE IN COST FOR NO GAIN.

WHY DID THIS HAPPEN?

IF YOU’RE ALREADY SEGMENTING CAMPAIGNS BY SMALL GEOGRAPHIC LOCATIONS,

YOUR BIDS WILL BE NATURALLY TAILORED TO THAT LOCATION.

A MODIFIER IS POINTLESS HERE!

BEST PRACTICES

IF YOU HAVE A NEED TO SEGEMENT CAMPAIGNS BY LOCATION, CONTINUE TO DO SO!

• PHYSICAL LOCATIONS• DELIVERY LIMITATIONS• BUDGETARY REQUIREMENTS• UNIQUE DESTINATION URLS

BEST PRACTICES

UNLIKE DEVICES, GOOGLE WON’T MANDATE THE INCLUSION OF CERTAIN STATES/COUNTRIES.

(YET.)

GOOGLE’S FAKE REASONING

“WE AND OTHERS IN THE INDUSTRY SEE THAT USER SEARCH BEHAVIOR IN THESE LARGER STATES IS VERY SIMILAR, AND LIKEWISE, OVERALL ADVERTISER PERFORMANCE IS VERY SIMILAR ACROSS THESE STATES.”

- SOMETHING INSIDE

ADWORDS NEVER SAID.

LOCATION MODIFIERS REDUX

THIS CHANGE ACTUALLY ENHANCES ADWORDS’ FUNCTIONALITY, INSTEAD OF REPLACING IT WHOLESALE.

SPEAKING OF WHICH…

TRANSPARENT TRANSITION SLIDE

ENHANCED SITELINKS.

JUST HOW ENHANCED ARE THEY?

ASSIGN SITELINKS ON AN INDIVIDUAL BASIS.

GET PERFORMANCE DATA ON UNIQUE SITELINKS.

ASSIGN AD GROUP-LEVEL SITELINKS.

A SMALL REMINDER

SITELINKS ARE AWESOME.

LIKE “INCREASE-YOUR-CTR-BY-64%” AWESOME.

JUST BY BEING THERE.

AD GROUP SITELINKS

YOU CAN GET GREAT GAINS OUT OF USING AD-GROUP LEVEL SITELINKS.

CONSIDER MAKING AD-GROUP SPECIFIC LINKS FOR YOUR TOP PERFORMERS, OR TO SHORE UP POOR PRODUCTS WITH LINKS GOING TO A BETTER ONE.

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TIP #3

CALL EXTENSIONS

THEY’VE ALSO BEEN ENHANCED.

PREVIOUSLY, ANY CALL TO THAT GOOGLE FORWARDING NUMBER =

$$$ CHARGED TO YOU.

CALL EXTENSIONS

NOW = ONLY CHARGED FOR A CLICK-TO-CALL. ON MOBILE.

THEY’RE LITERALLY GIVING MONEY AWAY.

CALL TRACKING

IF YOU TAKE PHONE CALLS, USE CALL TRACKING.

ATTRIBUTION IS EVERYTHING.

CALL TRACKING

REAL CLIENT:LEAD GENERATION FOR INTERIOR DESIGN COMPANY.

THE PROBLEM:A $100 CPL GOAL FOR AN ACCOUNT WITH A $232 CPL.THIS SEVERELY LIMITED THE BID POTENTIAL ON THE ACCOUNT.

CALL TRACKING

THE SOLUTION:CALL TRACKING PROVIDED CALL CONVERSION ATTRIBUTION AT THE KEYWORD LEVEL.

PROPER ATTRIBUTION LOWERED OVERALL CPL TO $97, AND FACILITATED PROFITABLE ACCOUNT GROWTH.

EC WINNERS AND LOSERS

LOSERS:

DEVICE TARGETINGGOOGLE CREDIBILITYMY HAIRLINE

EC WINNERS AND LOSERS

WINNERS:

LOCATION TARGETINGBINGFACEBOOKSMALL BUSINESSES

NEW ACCOUNT STRUCTURE

REAL CLIENT:

7 CAMPAIGNSX 30 LOCATIONSX 3 DEVICES

= 7 CAMPAIGNS

FROM 630 – 7, A 99% REDUCTION.

WRAP UP

HISTORY DEVICE TARGETINGLOCATION TARGETINGSITELINKS

Q&A TIME

WHO ARE YOU?

ERIC COUCH

SENIOR PPC ACCOUNT MANAGER,

HEAD OF TRAINING

@HANAPIN MARKETING

WRITER @ PPC HEROwww.ppchero.com

@ecouch11