Post on 17-Mar-2018
transcript
Copyright 2017 - Q4 Amazon Virtual Summit
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Reverse Engineering Four Google AdWords/Shopping Strategies
● Session Recording + Slides Will Be Sent Out
● Submit Questions to Our Panelists
Today’s Logistics
Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G L A S T I N G
R E S U L T S F O R O U R C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
Solutions
Lewis BrannonSr. Retail Search Manager
Today’s Speaker
● Test 1 - Enhanced CPC
● Test 2 - Target CPA
● Test 3 - Target ROAS
● Test 4 - Target Audiences for Search
● Live Q&A
Today’s Agenda
BONUS:Live Amazon SERP
Walk-Through
BONUS:Live Amazon SERP
Walk-Through
Copyright 2017 - Q4 Amazon Virtual Summit
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Test 1 -Enhanced CPC
● Enhanced CPC: Algorithmic-based bidding strategy that allows Google to raise or
lower your manual bids based on likelihood of conversion.
Test 1 - Enhanced CPC (eCPC)
SPECS
● Available for Search & Shopping● eCPC bid adjustment is done after your other bid modifiers have been applied● Tries to keep CPCs at or below max CPC, but can be higher● Uses data sampling model rather than full traffic● Uses a wide range of auction-time signals such as demographics, browser, geo, time● Tailors bids to unique context, but not to full extent of other Smart Bidding strategies● Target CPA and Target ROAS are said to be more complex
Copyright 2017 - Q4 Amazon Virtual Summit
eCPC - Results for Search
Results OvervieweCPC for Text Ads
● Clicks significantly up
● Cost and CPCs up
● Minimal impact on CVR
● Boosted Volume but efficiency was
down
Copyright 2017 - Q4 Amazon Virtual Summit
eCPC - Results for Shopping
Results OvervieweCPC for Shopping / PLA
● Clicks significantly up
● Nice conversion boost
● Cost and CPC increase
● Lower AOV orders
● Less Efficient Return, but less
drastic than Search
Enhanced CPC - Potential Use Cases
Growth oriented, flexible budget & ROAS goals
Seasonal, high traffic time periods
eCPC - How to implement
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Test 2 -Target CPA
● Target Cost-Per-Acquisition (CPA): Smart Bidding strategy that adjusts
bids to get as many conversions as possible given your target CPA.
Test 2 - Target CPA
SPECS
● Available for Search & Smart Display* (not Shopping)● Set ad the ad group level (overrides campaign setting)● Uses historical information + present contextual information● Finds optimal CPC for each auction to hit your CPA target● Uses real-time signals like device, browser, location, time of day, remarketing lists & more● Google recommends removing mobile bid adjustment for best results
Copyright 2017 - Q4 Amazon Virtual Summit
Target CPA - Results
Results OverviewTarget CPA for Text Ads
● Clicks significantly up
● CPC, CPA, and Cost all up
● Slight Boost in Conversion Volume
● Less Efficient Return
Target CPA - Potential Use Cases
Want to scale volume as efficiently as possible
Prefer to manage bids at ad group level vs keyword
Advertisers with limited resources and clear CPA targets
Target CPA - How to implement
● Portfolio strategy or campaign-level
● Adjust ad ad group level● Careful with mobile bid
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Test 3 -Target ROAS
● Target Return on Ad Spend (ROAS): smart bidding strategy that attempts to
get as much conversion value as possible at the target return on ad spend
(ROAS) you set.
Test 3 - Target ROAS
SPECS
● Available for Search & Shopping● Predicts future conversions and revenue based on historical values● Must have at least 15 conversions in past 30 days (50 recommended for best results)● Must have revenue tracking● Applied at campaign or ad group level
Copyright 2017 - Q4 Amazon Virtual Summit
Target ROAS - Results
Results OverviewTarget ROAS for Text Ads
● Cost Savings
● Hit goal of 7:1 ROAS
● Sacrificed Volume
● More Efficient Return
Target ROAS - Potential Use Cases
Need quick ROAS turnaround
Inefficient Dynamic Search Ads (DSA)
Non-Brand (Generic) Search campaigns
Target ROAS - How to implement
Target CPA vs. ROAS vs eCPCBid Application Levels Comparison
● As of November, no longer can you mix bid strategies in a campaign
● Can still have different ad-group level targets - but all ad groups within a campaign must have same bid strategy
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Test 4 -Targeting Audiences for Search
● Targets your ads to only specified audience criteria
● Audiences can be remarketing lists, video viewers, customer e-mails, or
similar-to lists
● Uses “Target & Bid” rather than “Bid Only”
Test 4 - Target & Bid RLSA for Search
● RLSA = “remarketing lists for search ads”● In new UI, “Target & Bid” = “Targeting” (limits reach to just that criteria)● In new UI, “Bid Only” = “Observation” (allows reporting, but doesn’t limit reach)
Copyright 2017 - Q4 Amazon Virtual Summit
Target Audiences - Results
Results OverviewTarget Audiences for Text Ads
● Huge Cost Savings
● Much Improved Conv. Rate
● Doubled ROAS
● Sacriced Volume for Efficiency
Target Audiences - Potential Use Cases
Non Brand (Generic) keywords with poor ROAS
Dynamic Search (DSA)
Re-Engage Past Purchasers
Reach New Audiences Similar to Your Customers
Target Audiences - How to implement
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Schedule YourRetail Search Evaluation
CPC Strategy’s Retail Search Evaluation is an extensive
60-minute analysis and assessment of a retailer's existing
Google Shopping campaign architecture, targeting settings,
product feed, product pages, and profitability metrics.
What Now?
SCHEDULE MY EVALUATION
Lewis BrannonSr. Retail Search Manager
Questions for Today’s Speaker?