james holmes - maximising roi for high-turnover ecommerce ppc campaigns - ionsearch 2012

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ionSearch 2012 - Expert Panel Suite Maximising ROI For High-Turnover Ecommerce Campaigns James Holmes Paid Search Director, Blueclaw - Moderator Peter Whitmarsh PPC Manager, Search Laboratory Adam Hawkins UK Sales Manager, Kenshoo Arianne Donoghue Head of PPC, Stickyeyes

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Page 1: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

ionSearch 2012 - Expert Panel Suite

Maximising ROI For High-Turnover

Ecommerce Campaigns

James Holmes – Paid Search Director, Blueclaw - Moderator

Peter Whitmarsh – PPC Manager, Search Laboratory

Adam Hawkins – UK Sales Manager, Kenshoo

Arianne Donoghue – Head of PPC, Stickyeyes

Page 2: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

ionSearch 2012

James Holmes

Blueclaw

Page 3: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

14.15- 15.00:

Maximising ROI for high-turnover ecommerce PPC campaigns James Holmes - Paid Search Director, Blueclaw – Moderator Peter Whitmarsh - PPC Manager, Search Laboratory Adam Hawkins - UK Sales Manager, Kenshoo Arianne Donoghue - Head of PPC, Stickyeyes

3

Page 4: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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1. How have Google’s latest ad innovations helped ecommerce advertisers?

Page 5: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

• Allows for dynamic insertion of

products into remarketing

banners

• Based on users’ interaction with

your website

Dynamic Remarketing

Page 6: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Product Listing Ads

Page 7: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Interest Category Marketing

• Great if you have a specific interest to target

£££

Page 8: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Similar Users

Page 9: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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2. Is Facebook advertising worthwhile for ecommerce retailers and how best to measure ROI?

Page 10: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Facebook: Build > Engage > Amplify

10

Page or App

Creation

Fan Base with

Like Ads

Publish to Fans

Targeting Fans of Friends

Sponsored Stories $

Page 11: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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Facebook Target > Expand > Convert Off-Facebook

$

$

$

$

Page 12: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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3. Beyond AdWords and the other PPC platforms, what role can third party technologies play for maximising ROI?

Page 13: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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SEM Challenges

Page 14: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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SEM Challenges

Page 15: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Dynamic Ad Creation

Products Feeds can keep relevancy updated

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Store: 123

Metro: MSP

City: Bloomington

Category: Living Room

SubCategory: Sofa

Size: Large

Brand: King’s

Item SKU: 527 510 480 10

Name: Soft Field

Color: Lime Green

Price: $550.00

Inventory: 12

Attributes

• Keyword Combos

• Inventory

• Price

• Promotions

Category + Brand

Sub-Category + Brand

Category + Color + Brand

Brand + Sub-Category

Brand + Category

Brand + Name

Name + Color

Size + Name

Name + Brand

Brand + Location

Location + Inventory

Category + Location

Auto Keyword Expansion

King’s Soft Field Sofa Only 12 left at $550.00. Price Match Guarantee www.acme.com/LivingRoom/Sofa

Auto Campaign & Ad Group Creation

• Brand

• Category

Page 16: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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Bidding Mechanisms

KW Rules-Based Portfolio-Based

Human Decisioning

Algorithmic Decisioning

Advanced Search Bid Management

Keyword Bid Management

Not Feasible

Portfolio Bid Optimization

Page 17: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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Rules Based Bidding

• Bids are set on keywords

• Each keyword strives to reach the (same) goal

• Keywords look to hit its own individual goal…

• …even if there is an opportunity to improve overall performance by relaxing its own goal/constraint

Page 18: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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Portfolio Bidding

• Bids are also set on keywords

• The goal is for the entire portfolio – individual keywords don’t have a goal

• They all work together towards the “greater good,” even if it means taking a “personal hit”

Page 19: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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4. How best to structure PPC campaigns for maximum ROI?

Page 20: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• Search terms for a keyword of +dresses

Search Phrase Impressions Clicks CTR Convs Conv Rate

dresses 2370000 50000 2.11% 1330 2.66%

dress 2600000 43000 1.65% 1230 2.86%

cheap dress 470000 30000 6.38% 560 1.87%

red dress 1100000 20000 1.82% 80 0.40%

red maxi dress 260000 18000 6.92% 200 1.11%

black minidress 400000 7000 1.75% 120 1.71%

designer dresses 120000 6000 5.00% 120 2.00%

silk dresses 280000 3000 1.07% 70 2.33%

size 10 dresses 30000 2000 6.67% 5 0.25%

new look dresses 22000 1500 6.82% 20 1.33%

prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%

Page 21: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• Hundreds of different search terms

triggering this keyword

• Loads of these search terms are

actually keywords in the account

anyway

Page 22: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• How do we even begin to optimise this?

Bid decisions Wrong

CTR Poor

Landing pages Poor

Quality score Poor

Keyword reporting

Wrong

Page 23: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Solution

Well thought-out ad group negatives

Page 24: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Example

Dresses

Brand

Gucci

D&G

Primark

Colour

Red

Black

Pink

Quality

Cheap

Designer

High End

Style

Maxi

Mini

Prom

Page 25: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Negatives

• Think about the priority of negatives when

setting up

• Where should a search phrase ‘cheap red

maxi dresses size 10 uk’ be?

– Dresses (Head terms)

– Dresses >> Colours >> Red

– Dresses >> Style >> Maxi

– Dresses >> Quality >> Cheap

Page 26: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

• We should have a pecking order such as

Brand > Style > Colour > Quality > Head Terms

Page 27: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

Brand > Style > Colour > Quality > Head Terms

• Then when setting up we know that:

– ‘Gucci’ can be negated in the style, colour, quality &

head terms groups

– ‘Red’ can be negated in the quality & head terms groups

Page 28: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

Brand > Style > Colour > Quality > Head Terms

• So now we know that ‘cheap red maxi dresses size

10 uk’ can only go to one place

• Maxi is negated in everything below style so it has

to go to the style ad groups

Page 29: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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5. PPC & SEO- Synergy, Cannibalism or both?

Page 30: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

PPC & SEO

Good thing or bad thing?

It depends!

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Page 31: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Depends on what?

• Where you rank organically

• Levels of competition in your sector

• Costs of PPC

• Strength of your brand

• What tracking/attribution software you use

• How well integrated you *actually* have them

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Page 32: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Plenty of overlap PPC in a silo translates to just

looking at this:

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Page 33: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Plenty of overlap

And means we’re missing out on this:

33

Page 34: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Incrementality • Where the combination is greater than the sum of its parts

34

Page 35: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Test, Analyse & Learn • Every business is different

• No substitute for your own data

• Examine your analytics

• Use attributed data where possible

• Understand where and how your PPC & SEO work together

It’s not about which is better or worse – they’re just

different! 35

Page 36: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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6. How does the EU cookie law change things for PPC advertisers?

Page 37: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

EU Cookie Law • aka European Privacy Directive

• Comes into effect 26th May 2012

• Put simply:

• No cookies must be placed without user consent (opt-in)

• Unless they are essential for the site experience, e.g.

shopping cart

Page 38: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Key Questions 1. What happens to tracking and attribution which rely on the

use of cookies?

2. What could the impact be if a high percentage of site users

decline to opt-in?

3. What happens to a site if it doesn’t comply?

Page 39: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

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7. Any questions?

Page 40: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

ionSearch 2012

Peter Whitmarsh

Search Laboratory

Page 41: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Newer Google Features Presented By: Pete Whitmarsh

Page 42: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Dynamic Remarketing

• Allows for dynamic insertion of

products into remarketing

banners

• Based on users’ interaction with

your website

Page 43: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Product Listing Ads

Page 44: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Interest Category Marketing

• Great if you have a specific interest to target

£££

Page 45: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Similar Users

Page 46: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

PPC Structure for Retail

Using Ad Group Negatives to Control Traffic

Presented By: Pete Whitmarsh

Page 47: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• Search terms for a keyword of +dresses

Search Phrase Impressions Clicks CTR Convs Conv Rate

dresses 2370000 50000 2.11% 1330 2.66%

dress 2600000 43000 1.65% 1230 2.86%

cheap dress 470000 30000 6.38% 560 1.87%

red dress 1100000 20000 1.82% 80 0.40%

red maxi dress 260000 18000 6.92% 200 1.11%

black minidress 400000 7000 1.75% 120 1.71%

designer dresses 120000 6000 5.00% 120 2.00%

silk dresses 280000 3000 1.07% 70 2.33%

size 10 dresses 30000 2000 6.67% 5 0.25%

new look dresses 22000 1500 6.82% 20 1.33%

prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%

Page 48: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• Hundreds of different search terms

triggering this keyword

• Loads of these search terms are

actually keywords in the account

anyway

Page 49: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Problem

• How do we even begin to optimise this?

Bid decisions Wrong

CTR Poor

Landing pages Poor

Quality score Poor

Keyword reporting

Wrong

Page 50: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

The Solution

Well thought-out ad group negatives

Page 51: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Example

Dresses

Brand

Gucci

D&G

Primark

Colour

Red

Black

Pink

Quality

Cheap

Designer

High End

Style

Maxi

Mini

Prom

Page 52: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Negatives

• Think about the priority of negatives when

setting up

• Where should a search phrase ‘cheap red

maxi dresses size 10 uk’ be?

– Dresses (Head terms)

– Dresses >> Colours >> Red

– Dresses >> Style >> Maxi

– Dresses >> Quality >> Cheap

Page 53: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

• We should have a pecking order such as

Brand > Style > Colour > Quality > Head Terms

Page 54: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

Brand > Style > Colour > Quality > Head Terms

• Then when setting up we know that:

– ‘Gucci’ can be negated in the style, colour, quality &

head terms groups

– ‘Red’ can be negated in the quality & head terms groups

Page 55: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012

Priorities

Brand > Style > Colour > Quality > Head Terms

• So now we know that ‘cheap red maxi dresses size

10 uk’ can only go to one place

• Maxi is negated in everything below style so it has

to go to the style ad groups

Page 56: James Holmes - Maximising ROI for High-Turnover Ecommerce PPC Campaigns - ionSearch 2012