take advantage of google and bing’s latest 2013 and 2014 innovations for your sea campaigns by...
DESCRIPTION
Europe’s top two search engines have been going toe to toe with feature updates to their commercial search opportunities at such break-neck speed that it is hard to keep up. Pierre will be covering the most impressive innovations that Google and Bing have released to date including cross-device tracking, targeting return on ad spend, location targeting options, review extensions, image extensions and rich ads in search. There will also be time for what he thinks will be the big news in 2014.TRANSCRIPT
Take advantage of Google and Bing’s latest innovations for
your SEA campaigns
June 25th 2014
Pierre KICIAK@pkiciak @jvweb
Google & Bing innovations
Agenda v1 Gmail sponsored promotion Form extensions Review extensions Call-out extensions Enhanced sitelinks Consumer ratings annotation (beta) Site snippets annotation (beta) DFSA PLA update Scripts Enhanced campaigns New shopping campaigns Cross-device tracking
RLSA New location targetting options Image extensions ROAS bidding strategy Rich Ads in Search Sitelinks Enhanced campaigns Expanded insight by request Attribution model In-Market targetting Ad Placeholders The future trends Q&A
Google & Bing innovations
Agenda1. Google
1. Gmail Sponsored Promotion2. Enhanced elements3. Extensions4. Audience & Search5. Shopping6. Automatic features
2. Bing - in partnership with1. Rich Ads in Search2. Sitelinks3. Enhanced campaigns4. Expanded insight by request
3. The future trends
4. Q&A
1. Google
1.1. Gmail Sponsored Promotion
1.1. Gmail Sponsored Promotion
How does it work?Your GSP ad appears in GMail, above, below and on the right side of an email being
read.These ads are called « teasers ».
1.1. Gmail Sponsored Promotion
How does it work?When you click on the teaser, a page, similar to an email, appears in the middle of
the screen. This page similar to a zoom is called « the HTML ad ».
1.1. Gmail Sponsored Promotion
Advantages Multicriteria targetting of Gmail users,
based on: – The content of emails received (presence of brands, keywords, URL…) – Demographic criteria
Strong visibility for your ads, – Still few advertisers/competitors present– Innovating adformat generating a good awareness
Incremental business opportunity VS your competitors,– access more restricted than AdWords
Invoices based on CPC (with a minimal monthly spend)
1.1. Gmail Sponsored Promotion
Reporting interface
1.2. Enhanced Elements
1.2.1. Enhanced campaigns
1.2.1. Enhanced campaigns
What? 1 campaign for all devices (Computers, tablets & mobile phones)
Bid adjustments by device, location or time
Sitelinks: size extended + set up possible by AdGroup
The spirit:
1.2.1. Enhanced campaigns
Pros & Cons – Testimony with our client
Faster and more secure campaign management
Improved performance thanks to wider space taken on SERP
Brand: Generated global good results (+95% CTR and -6% CPC) (on mobiles: CPC -7% and CTR + 50%)
Impossible to create pure mobile SEA campaigns anymore
Impossible to set up device specific URLs
Not very friendly if you use 3rd-party optimization tools
Generics saw a CPC growth of 44% and a CTR down to 57% (on mobiles: CPC +128% and CTR -61%)
After 4 months: Average CPC on mobiles is nearly back to pre-enhanced level with a similar CTR
1.2.2. Cross-device tracking
1.2.2. Cross-device conversion tracking
What?
=
1.2.2. Cross-device conversion tracking
Pros & Cons
First step in cross-device analysis
No additional cost
Helps identify the real impact and value of SEA thanks to indirect sales (along cross-channel analysis)
Estimation provided only for visitors using Google
Need visitors to be logged on their account on all devices
Still an estimation
1.2.3. Enhanced Sitelinks
1.2.3. Enhanced Sitelinks
Key featureMore visibility for your brand!
More attractive ads
+ 30% on CTR
1.3. Extensions
1.3.1. Form Extensions
1.3.1. Form extensions
Form Extension Addition of a qualification form Redirection to an adapted page of destination
(based on URL parameters).
1.3.1. Form extensions
Form Extension3 possible scenarii:
Zip codeAddition of the ZIP
code in the URL
SearchSaves the request generated by the
visitor and launches an internal search
Request « refinement »Refines a requests by
grabbing:- Destination
1.3.1. Form extensions
Form ExtensionResults
More attractive ads
+ 7% on CTR
Shorter conversion funnel
+ 13% on conversion rate
1.3.2. Review Extensions
1.3.2. Review Extensions
Review Extension« review extension » = addition of a quote below your ad
– External source only– Validation delay: variable as human,– Recent (no review older than 12 months) – Visible on an external site – Open to all advertisers (outside of gambling, adult industry, etc …)
1.3.2. Review Extensions
Review ExtensionResults
More attractive ads
+ 66% on CTR
Shorter conversion funnel
+ 5% on conversion rate
1.3.3. Call out Extensions
1.3.3. Call-Out Extensions
Call-out extensionDisplay of an additional line of information directly in the ad to push dedicated
offers or services
– Speaks about very specific data of your offers(Dimensions, price, conditions…)
– Redirection towards one landing page (VS AdSiteLinks multi url)
– Complementarity with AdSiteLinks (Call-out + AdSiteLinks can be combined)
1.3.4. Consumer Ratings Annotations Extensions
1.3.4. Consumer Ratings Annotations Extensions
Consumer Ratings Annotations (US, UK & Canada) Shows average ratings given by your clients on 3 criteria. These rates are collected by the Google Consumer Survey service
(At least 1 000 ratings needed)
More attractive ads
+ 10% on CTR
1.3.5. Site snippets annotations Extensions
1.3.5. Site snippets annotation Extensions
Extension site snippets annotations Finds automatically interesting data in your site Shows them in your ad
1.4. Audience
1.4.1. Remarketing Lists for Search Ads (RLSA)
How it Works
1.4.1. Remarketing lists for search ads (RLSA)
First, the merchant addsthe unique remarketing tag tothe whole Website.
The visitor is thus driven back to the store, potentially with a dedicated message or offer displayed only to retargetted people.
A visitor comes to the site, but does not buy anything.Google ranks this user in a remarketing list based on pages he visited.
The merchant uses this information to provide later AdWords adsmore attractive in search results targeted specifically for this user.The user makes a new search on Google and a specific remarketingad appears directly in SERP.
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1.4.1. Remarketing lists for search ads (RLSA)
Pros & Cons with our client
Mixes strengths of SEA & retargetting
Allows safer tests on competitive keywords and those with with lower conversion rates
Identification of new semantic fields typed by visitors
19% of additional revenue generated through RLSA 2014: Dedicated offers for retargeted visitors have
allowed us to reach and maintain a conversion rate equal to 78% of the brands conversion rate
Needs the addition of a tag on the merchant’s site
1.4.2. Demographics for Search Ads (DFSA)
1.4.2. Demographics for Search Ads (DFSA)
Demographics For Search AdsFilter the viewers of your AdWords ads
According to demographic and behavioural elements:✓ History of sites visited by the audience,✓ CTR,✓ Conversion rates.
Optimisations are possible through:✓ bids, ✓ adtexts,✓ pages of destination.
Examples:- bid only on the people having shown interest in the past to yourvertical through their browsing- offer a different landing page to women and men
1.5. Shopping
1.5.1. New Shopping Campaigns
1.1.2. New Shopping campaigns
What?Before After
-Targeting possible by product ID, type, brand, condition, label or group-Possibility to add standard keyword targeting
-New « Product groups » & « Products » tabs:
-More targeting options:
-Only negative keywords can be added
1.1.2. New Shopping campaigns
Pros & Cons
Retail-centric campaign management
Competitive landscape data (Benchmark CTR and max CPC)
Loss of the keyword approach
Less control on ads delivery: requests can be monitored mostly only after being shown
1.5.2. PLA – New version
1.5.2. PLA New Version
Automatic change towards V2
1.5.2. PLA New Version
Local PLA
1.6. Automation
1.6.1. ROAS Bidding Strategy
1.6.1. ROAS Bidding Strategy
What? A strategy sharable for a whole account
ROI set up guaranteed
1.6.1. ROAS Bidding Strategy
Pros & Cons
Automatic bidding
Fast set-up
Very useful to quickly limit negative results
Not suitable for a new campaign (at least 30 conversions during the latest 30 days are needed)
Based only on AdWords conversion data (not Analytics => be careful with attribution)
It’s… automatic => it knows no seasonality or tracking issues
1.6.2. Scripts
1.6.2. Scripts
Scripts presented aren’t provided by Google. A script wrongly set up can cause damage.
1.6.2. Scripts
Bids according to the weather Fact: some businesses are deeply affected by weather and temperature (drinks,
clothes…)
Target: Modify bids according to the weather in selected areas.
1.6.2. Scripts
Bids according to the weather1. Create a Google document with the weather data2. Sign in to the « Open Weather Map » service (example)3. Script will use the Google doc data to impact your campaigns
Fonctionne au niveau de la campagne, mais pas au niveau des groupes d’annonces.
1.6.2. Scripts
Activation depending on stocks Target: Pause adgroups/campaigns dedicated to products currently out of order =
ROI improvement
How it works: The script checks the page of destination and makes sure that the product is still available. Desactivation/Reactivation is automatic when the product is available again.
2. Bing
2.1 – Rich Ads in Search
2.1. Rich Ads in Search
What? New ad format with AdText + Sitelinks + Media:
– Image– Video– Search box
100% Voice share guarantee on brand/brand+generics
Position #1 guarantee
Higher CPC expected (x2 VS standard ad)
2.1. Rich Ads in Search
What? - Examples
<- Favicon + 80x60 image + Sitelinks
Expandable video + Logo + Sitelinks ->
2.1. Rich Ads in Search
Pros & Cons
No risk of seeing a reseller or competitor appearing above you on brand requests
Higher CTR
Global revenue generated on brand increased
Important CPC increase not completely justified
Long setup: format not managed by the Bing desktop tool
2.1. Rich Ads in Search
Testimony
Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key elements:
2.2 – Sitelinks
2.2. Sitelinks
What? Additional links appearing below your ad (similar to Google)
Only 1 title per sitelink (no « enhanced version »)
2.2. Sitelinks
Pros & Cons
5 links instead of one
Increased visibility
Increased CTR
Impossible to be 100% sure their appearance
2.2. Sitelinks
Testimony
Who: Alex Beard, Value brands marketing manager
2.3 – Enhanced campaigns
2.3. Enhanced campaigns
What? 1 campaign, 3 possible devices
Flexibility on device targetting: 1, 2 or 3 in whatever combination you prefer
Automatic bid adjustment by device
2.3. Enhanced campaigns
Pros & Cons
Possibility to target independently one device (contrary to Google)
Bid adjustments integration directly from AdWords
An intelligent AdWords feature copy… but a copy nevertheless
2.3. Enhanced campaigns
Testimony
Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key elements:
2.4 – Expanded insight by request
2.4. Expanded insights by request
What? Do you know AdWords is able to provide a report about actual requests that
generated impressions of your ads?
Do you know this report is always incomplete and ignoring particularly the impressions with 0 clicks… which would be very useful to identify new negative keywords and improve your CTR?
Do you know Bing Ads now gives you access to this data? That’s Expanded insight by request.
2.4. Expanded insights by request
Pros & Cons
A complete list of requests
Bing for once differentiating itself positively from Google
2.4. Expanded insight by request
Testimony
Who: Alex Beard, Value brands marketing manager
3. The future trends
3. The future trends
Search will not be only about keywords
Paid search = Keywords + Audience + Themas + personal history + personal CTR….
3. The future trends
Search will not be only about …words New formats mixing
words and pictures will become more and more frequent
Both leaders have tested solutions:– PLA & Image
extensions for Google– RAIS for Bing/Yahoo!
3. The future trends
Paid search will mix with external data Influence of offline communication
Real-time global communications strategies
Third-party data (weather, Analytics…) will get more and more impact on real-time bidding in search
=> More accurate and personalized results
4. Q&A
Questions
646, rue Marius Petipa34000 MontpellierFrance
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Contact
+33 (0)4 30 96 76 80
Pierre KICIAK @pkiciak