@AnnStanleyHow to Design, Segment & Optimise an AdWords Enhanced Campaign

PPC Best Practices in an Enhanced Campaign WorldBy Ann Stanley Managing Director of Anicca Digital

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Enhanced campaigns – simpler set-up?

Courtesy of Jon Myers - Marin Software

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Main areas that have changed

1) Settings – use of bid modifiers• Location -90% to +900%• Ad Schedule -90% to +900%• Devices - combined campaigns for all devices, with mobile bid

modifier of -100% to +300% (at campaign or ad group level)

2) Ad Extensions – more options• Sitelinks• Call extensions and call forwarding• Replacement of product extensions with PLA (Product Listing ads)

and now Shopping ads

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GEO-TARGETING & LOCATION

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Geo-targeting vs. location bidding

Geo-targeted campaigns with

separate landing pages

Account Car dealer

City 1 City 2 City x 50

Country campaigns for each mantacturer with location bid modifiers

Account Car parts ecommerce

Audi BMW Make x 50

Location bid

modifiers

Location bid

modifiers

Location bid

modifiers

Note: Recent change to default location settings to include all searches about service/product, irrespective of where they are located!

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When to use Location bid modifiersLocation specific campaigns Location bid modifiers within one

campaign

Example businesses Dealer networkLocal storesFranchisees

Ecommerce National HQ

Campaign set-up Each campaign geo-targetedUse of location based phrases

One campaign targeted to the UK

Landing page(s) Separate landing page for each location/service combination

Separate landing page for each product or service

Bidding Keyphrases bids within each campaign Keyphrases bids within each campaignUse of location bid modifiers for best or worse performing locations in campaign

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SCHEDULE

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Ad Schedule – data and bid modifier in one screen

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Analytics – day parting in AdWords

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B2B – office supplies – Analytics data (day parting)

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Revenue by hour of day created using Pivot tables with Analytics data

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B2C – garden centre

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B2C - revenue by hour of day

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B2C – conversion rates by hour of day

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DEVICE

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Mobile bid modifiers

• Mobile bid modifier of +300 to -100% at campaign and ad group level

• Single keyword ad groups – SKAGS – can be used to try to achieve mobile bid modification at keyphrase level

• However, desktops and tablets have same bid – despite differences in performance for many sites

• -25% mobile bid modifier recommended as starting point to achieve similar position as desktops and tablets

• Use -100% to turn mobile off• Some propose that Google’s autobidding will take into

consideration the varying device performance at keyword level

• Most agencies still unhappy with this change and want tablet bid modifier as well

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Use of mobile bid modifiers

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Stacking of bid modifiers

Each modifier applied to modified bid not base bid

1. Original bid £12. Geographical bid for London +25% = £1.253. Schedule bid for Monday 7am - 6pm +10%

= £1.374. Mobile bid -20% = £1.10

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SITELINKS

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SitelinksBest practice• Create a pool of Sitelinks for each campaign within your account• Also include description – so if displayed it will take up more space• Choose ~6 for each campaign (and ad group level if required) – typically

only 4 will be displayed and only in top 3 positions• Where possible include keyphrases in Sitelink• Limit the characters to get 4 in a row• Also set-up Sitelinks specifically for mobile • Sitelinks can be scheduled eg. for time-limited offers• Create additional landing pages (e.g. on a lead generation site) for the

purpose of creating Sitelinks?

Benefits• Data is now saved, so you can see effectiveness of each Sitelink• Ads with Sitelinks achieve higher CTR (positive effect on Quality Score)• Additional (new) impact on ad rank (double benefit)• Approximately 90% will click on the headline rather than the Sitelinks

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Creating new Sitelinks

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Ad group Sitelinks

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Adding descriptions

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For more on SitelinksRefer to Sam Owen’s

presentation on Advanced Tactics for AdWords Ad Extensions & Beyond

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CALL EXTENSIONS

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Call extensions

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Call extensions and forwarding

• Best Practice– Use call extensions in conjunction with location

extensions for geo-targeted campaigns or for mobile devices

– Use Google call forwarding number – there is no additional charge for this (anymore)

– Add a mobile opted version – Use scheduling to match your office opening hours– Create “call conversion” for calls over >60 seconds– Use in conjunction with site based call tracking

technology

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Call extension set-up

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Segment by click type and use columns to see call data

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REVIEW EXTENSION AND SELLER RATINGS

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Review extensions and advertiser ratings

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Create review extension

• Review in independent and trusted media source

• In the last year• Can be difficult to get approved• Free if user clicks to the article

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Testing seller ratings versions

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Different types of reviews

UK Germany

Google’s own reviews • Google Certified Stops/Stores• Google Local (through Google+)

3rd party seller ratings Trust Pilot.co.uk Reviews.co.uk ReevooTrusted Shops

ShopAuskunft.deTrustpilot.deeKomiwww.shopvote.deProduct reviews

Own product review Often Powered by Bizarre Voice

www.bazaarvoice.com/de

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Consumer rating annotation - beta

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SHOPPING ADS

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New shopping campaigns• Click on +Campaign button to see if you have the option to

create a Shopping campaign• Still requires a linked Google Merchant Centre account and

uploaded/live product feed• Better targeting – using data directly from the feed

– Ad groups replaced with Product groups– Hierarchy of targeting, e.g. brand then product type, then product ID– Use 5 custom label fields for further targeting e.g. price or margin– Can filter within campaign settings eg. on one brand (or other

targeting)

• More data than PLA’s – now see impression share, benchmark CTR and benchmark CPC, “See search terms” (data is in Dimensions tab)

• More competition – – Demand for PLA’s has already increased resulting in higher CPC’s– New ads easier to set-up - so will more merchants will use them?

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Example product group hierarchy

Brand (Campaign)

Product Type

Item ID

Product Type

Item ID

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Results of Shopping Ads and PLA’sClicks CPC

Converted Clicks

Conversion rate

Revenue ROAS

Office supplies Total 53,234 58.1% £0.60 2176 56.4% 4.1%

£187,439 49.8% 5.8

Shopping 14,948 28.1% £0.51 85.0% 704 32.4% 4.7% 115.2% £57,123 30.5% 7.5 129.3%PLA 15,982 30.0% £0.38 63.3% 523 24.0% 3.3% 80.0% £36,253 19.3% 6.0 103.4%

Underwear 9,082 65.6% £0.23 226 70.4% 2.5% £11,727 67.7% 5.6Shopping 3,985 43.9% £0.21 91.3% 106 46.9% 2.7% 106.8% £5,184 44.2% 6.2 110.7%PLA 1,974 21.7% £0.21 91.3% 53 23.5% 2.7% 107.6% £2,761 23.5% 6.8 121.4%

Auto Battery Total 17,950 6.1% £0.13 309 7.4% 1.7% £19,005 7.3% 7.9

Shopping 108 0.6% £0.12 92.3% 3 1.0% 2.8% 161.6% £111 0.6% 8.9 112.7%PLA 983 5.5% £0.18 138.5% 20 6.5% 2.0% 118.0% £1,281 6.7% 7.3 92.4%

Fashion Total 35,011 16.9% £0.15 532 29.1% 1.5% £17,481 31.5% 3.4Shopping 5,908 16.9% £0.12 80.0% 155 29.1% 2.6% 172.4% £5,509 31.5% 8.0 235.3%

Findings:• Shopping and PLA’s generate >50% of traffic, conversions and

revenue in two of these examples• CPC normally lower than account average• Conversion rate and ROAS normally higher

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What’s new in shopping

• Upgrade centre/help• Bid simulator• API – so reporting and bid management tools

should now be upgraded• Local shopping results for store owners (currently

in beta and free in the UK!)• Merchant Promotions - promotional attributes in

feed – for displaying offers (beta test in USA)• Reviews in Shopping ads – test spotted early May• Alternative ads – due to Anti-trust rulings

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Upgrade centre

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Shopping ads – local stores with stock

Set-up

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Ads offers and trust signals

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Spotted by CPC Strategy 9th May

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European anti-trust ruling against Google - “alternative ads” to include comparison shopping engine results (CSE)

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OTHER INNOVATIONS AND BETA TESTS

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Communication extension – beta test

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Comparison ads - beta

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Image extension – beta test

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Video extension

• Google media ads have been retired• New video ads - Coming soon!• Video will be on Youtube• Extended to other keyphrases (not

just brand)

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Gmail sponsored promotions (GSP)

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Dropdown navigation extension

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Previous visit annotation

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Summary

• With the exception of the issues with controlling mobile devices – most features of enhanced campaigns have been positive

• Look west to see what extensions and other betas are being tested in the USA. The UK tends to get features next and then Europe

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Thank you

ann@anicca.co.uk07930 384443