the shift to enhanced campaigns - eric couch at mbo
DESCRIPTION
Eric Couch at Masters of Business Online October 9, 2013 Indianapolis, IN Topic: The Shift to Enhanced CampaignsTRANSCRIPT
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.
SMX EAST 2013 HOT
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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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%
SMX EAST 2013 HOT
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WHERE TO START
GOOGLE ANALYTICS.
GOOGLE ADWORDS’ DIMENSIONS TAB.
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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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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