Post on 25-Mar-2018
transcript
Take your paid search to another level. The la tes t Google tools explained.
Guy Thornton Head of Search guy.thornton@found.co.uk @mrguythornton
2 Send your ques tions : @mrguythornton # tfma2015
o Overview of the lates t tools
o Search Remarketing (RLSA’s )
o Google Shopping
o Dynamic Search Ads
o Ad Cus tomizers
o Scripts
Today’s agenda
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Improving your s earch performance
The number of updates AdWords received in 2014
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IMAGE, REVIEW, SITELINKS, LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT
SITELINKS, LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT
LOCATION, SOCIAL, SELLER RATINGS, CALL, PREVIOUS VISIT
4 Send your ques tions : @mrguythornton # tfma2015
An overview of the key tools
Focus on the mos t important areas with our “effort vs reward” matrix
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RLSA’S
“If at first you don’t succeed, find out if the loser gets anything.”
William Lyon Phelps
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What are RLSA’s?
RLSA campaigns use your lis ts to remarket to users on the SERP’s .
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Treat users who have vis ited your s ite differently as they convert at about twice the rate of regular traffic (+96%). This means you can engage with them differently: o Optimise bids
o Broaden keywords
o Cus tomise ad text Segment pas t s ite
vis itors
Optimise ad text, bids , and keywords to those segments
Convert these s ite vis itors as they’re searching for your
product /brand
Why should we use them?
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Audience Target
Bid Strategy
Keyword Strategy
Targeted Ad Copy
Item Detail
Check out new arrivals
££
Intent
Free delivery
£££
Convers ion
30% off Today only
£££
Regulars
Refer a friend 25% off
££
Example bid adjus tments :
o +40% All s ite vis itors o +60% Category page vis itors o +80% Product page vis itors o +120% Cart abandoner o +160% Purchasers
How to make the mos t of them
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A working example
Audience
45% Keyword breadth
increase
Ad Copy
Keyword
Bidding
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Google Shopping
“I went window shopping today. I bought four windows!”
Tommy Cooper
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What is Google Shopping?
• Feed-based products submitted via Google Merchant Center
• Has both CPC and CPA bidding
walmart.com
rakuten.com
amazon.com
bes tuby.com
sears .com
ebay.com
homedepot.com
target.com
lowes .com
macys .com
zappos .com
att.com
uline.com
overs tock.com
jcpenny.com
s taples .com
nords trom.com
walgreens .com
globalindus trial.com
vitimis hoppe.com
63% GS
37% Text Ads
Percentage of budget split of top 20 advertis ers , Q2 2014
* Adguroo 2014
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September October November December
2014
2013
+23% YoY
Peak: December, week 1
Google Shopping is now driving 1/3 of all retail-related traffic
The ris e of Google Shopping
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Feed quality is critical
• Google shopping is run by feeds • The higher the quality of the
feeds , the better the performance
Optimisation
Data completeness Product titles
Product descriptions Glamour shots
Maintenance
Data quality Policy compliance
Periodic checks Disapprovals Suspens ions
GS Performance
Making the mos t of Google Shopping
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Treat your product feed as you would your keywords and creatives .
Before Optimisation After Optimisation
Optimis ing your product feeds
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A working example
Build
122% ROI Increase
Products
RLSA’s
Promotions
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Dynamic Search Ads
“I’ve always believed advertising is the 2nd most profitable form of writing……..the first being ransom notes.”
Philip Dusenberry
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New product added
Dynamic Search Ads automatically show your ad based on the content of your webs ite.
Used effectively, Dynamic Search Ads can help you gain additional traffic and sales by promoting your bus ines s to more cus tomers than you can reach with a keyword-targeted campaign.
Scripts
What are Dynamic Search Ads?
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o If you have an ever evolving webs ite
o To find gaps in your account
Dynamic Search Ads were created to help larger advertis ers fill out the gaps in their AdWords advertis ing.
500 million searches every day that are brand new.
Why use Dynamic Search Ads?
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o Segment into categories o Use Search terms report o Use remarketing lis ts to focus on
interes ted traffic o Negative keyword lis ts for full keyword
accounts
Optimis ing your Dynamic Search Ads?
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A working example
Negatives
15% Click Increase
Small Budget
RLSA’s
SQR’s
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Ad Cus tomizers
“People can have it any color, so long as it’s black.”
Henry Ford
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What are ad cus tomizers?
Think of it as new and improved Dynamic Keyword Insertion. Us ing a series of parameters , Google automatically updates your ad by inserting a keyword, countdown timer, or any other information that you want.
FEATURES
PRICING
STOCK
PROMOTIONS
COUNTDOWNS
SERVICE DETAILS
= + Better Performance Saved time
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o Create ad cus tomizer data
o Set up ad text with cus tomizers
o Manage your ad cus tomizers
o Specs for cus tomizer data
How do they work?
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SALE & COUNTDOWNS
Animal Onesies on Sale Ad www.foundanimalonsies.co.uk/sale 50% Off All Our Animal Onesies Free Delivery –Sale Ends in 3 Days!
Animal Onesies on Sale Ad www.foundanimalonsies.co.uk/sale 75% Off All Our Animal Onesies Free Delivery –Sale Ends in 3 Hours!
Using them to count down sales
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PRICING & AVAILABILITY
Marbella from £39 – FoundAir Ad www.foundairways.co.uk/Offers 25+ Marbella Flights from Just £39. Hurry – Winter Sale Ends Soon!
Marbella from £45 – FoundAir Ad www.foundairways.co.uk/Offers 15+ Marbella Flights from Just £45. Hurry – Winter Sale Ends Soon!
Using them to show availability
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A working example
Tes t
18% CPA Decrease
Variables
Template
Upload
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AdWords Scripts / > “If you think advertising doesn’t work, consider the millions of people who think yoghurt tastes good.”
J oe L Whitley
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What are s cripts ?
Scripts are pieces of s tandard J avaScript code that automate processes (Reports , Bidding, Tools , Alerts ) in your AdWords account.
o Account Summary o Keyword Performance +MCC o Ad Performance o Declining Ad Groups +MCC o Search Query +MCC
o Flexible Budgets +MCC o Labels o Sales Countdown o Ad Parametertizer o Ad Cus tomizer NEW! o Bulk Shopping Ad Group Creator NEW! o Sales Countdown Calendar NEW!
REPORTS
CREATIVES
BIDDING
ALERTS
o Multi Bidder +MCC o Bid to Pos ition +MCC o Bid Tes ting o Bid by Weather
o Link Checker +MCC o Account Anomaly Detector +MCC
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How do they work?
Functions < Gets things moving >
Variables < Search >
Objects < Find >
Entities < Where >
Selectors < Specific data >
Methods < Verbal commands >
Iterators < Next>
//------------------------------------------------------ // Pause Ads with Low CTR //------------------------------------------------------ function main() { // Let's start by getting all of the adGroups that are active var ag_iter = AdWordsApp.adGroups() .withCondition("Status = ENABLED") .get(); // Then we will go through each one while (ag_iter.hasNext()) { var ag = ag_iter.next(); var ad_iter = ag.ads() .withCondition("Status = ENABLED") .forDateRange("ALL_TIME") .orderBy("Ctr DESC") .get(); var ad_array = new Array(); while(ad_iter.hasNext()) { ad_array.push(ad_iter.next()); } if(ad_array.length > 1) { for(var i = 1; i < ad_array.length; i++) { ad_array[i].pause(); //or .remove(); to delete them } } } }
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Producing your s cripts
Use pre-exis ting scripts
BEGINNER INTERMEDIATE ADVANCED
Cus tomise exis ting templates
Write new ones from scratch
www.freeadwords scripts .com developers .google.com/adwords / s cripts RESOURCES:
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OR AdWords Scripts
/ >
Ad Cus tomizers
Reports Bidding Alerts Advanced Creatives
Simple Creatives Features Pricing Stock Promotions Countdown dates Service details
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A working example
Function
6hr Time Saving
Value
Risk
Reevaluate
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A final thought… Hidden between all the updates are some gems . Trial them to find out which work for you. Develop for the big gains .
Thanks for your time.
Guy Thornton Head of Search guy.thornton@found.co.uk @mrguythornton