Understanding  Adwords  

An  Ecommerce  Perspec�ve  

Jill  Robb  –  MD  Ambi�on  Digital  The  Only  Digital  Marke�ng  Super  Heroes  Agency  with  an  Ecommerce  Background.    

What  is  Pay  Per  Click?  Adver�sing  within  the  sponsored  lis�ngs  of  a  search  engine  or  a  partner  site  by  paying  either:      each  �me  your  ad  is  clicked  (Pay  Per  Click-­‐  PPC)      when  your  ad  is  displayed  (CPM-­‐  Cost  per  thousand  impressions)      when  a  sale/  conversion  is  generated  (CPA-­‐  Cost  per  Acquisi�on)      when  a  phone  contact  is  generated  which  is  “pay  per  call”  

Why  PPC?    You  can  market  to  customers  while  they’re  researching  your  product/service  

  You  only  pay  when  someone  is  interested  in  your  ad    You  can  test  your  ad  copy  and  landing  pages  in  real  �me    You  can  gain  insight  into  how  people  talk  about  your  product  or  service    You  can  quickly  drive  sales/  conversions  at  a  posi�ve  ROI  

PPC  Drives  Results  &  Captures  Interest    67%  of  internet  users  have  gone  online  to  search  for  a  product  they  saw  adver�sed  offline  

  Display,  video  ads  &  rich  media  all  drive  awareness  and  interest.  Users  then  search  for  more  info  

  89%  of  consumers  research  products  online  –  63%  purchase  offline  

ALERT  

AUDIENCE  PARTICIPATION  REQUIRED  

Five  PPC  Comments:  True  or  False?  1.  “It  doesn’t  work”  2.  “It’s  a  waste  of  money”  3.  “It  doesn’t  result  in  sales”  4.  “My  brand  is  well  known  and  doesn’t  need  it”  5.  “we  can’t  use  it-­‐  we  can  only  take  orders  over  the  phone”  

All  of  the  above  are  incorrect  if:  You  develop  a  PPC  strategy  that  works  for  your  business  You  approach  EVERYTHING  from  an  ROI  Perspec�ve  

Why  is  Ecommerce  Thinking  Different?    Everything  comes  down  to  a  sale/  lead    When  you  think  like  a  retailer  -­‐  even  when  you  aren’t,  you  are  more  focused  on  sales  

  Your  site  doesn’t  accept  payments?  Doesn’t  ma�er!  Your  site  should  s�ll  be  ‘selling’  your  products/  services!  

  For  every  100  people  that  visit  your  site  you  should  have  2  genera�ng  a  lead/  sale  

Applying  Ecommerce  Thinking  to  PPC    Ecommerce  retailers  �e  all  marke�ng  spend  down  to  ROI    Everything  has  to  drive  a  return    Ecommerce  retailers  o�en  use  advanced  features  of  Paid  Search  to  deliver  greater  conversion    –  Dynamic  ads  –  Enhanced  Campaigns  –  Loca�on  Extensions  –  Sitelinks  

  If  you  look  at  all  of  your  marke�ng  spend  in  this  way  you  can  also  improve  returns  

Dynamic  Search  Ads  Dynamic Search Ads (DSA) are generated for you by Google. They target relevant customers with ads generated directly from your web site – dynamically These ads complement your existing keyword based campaigns to deliver more clicks and conversions with less effort

Why  Use  Dynamic  Search  Ads?    It’s effective - during testing, most advertisers saw 5-10% more

clicks and conversions with satisfactory ROI   It won’t compete with existing active keywords   It will not affect your campaigns’ quality score   You can use Sitelinks, location extensions, product extensions,

social extensions & phone extensions with your DSA campaign to match search queries to favourable landing pages

How  do  Dynamic  Ads  Work?    When a relevant Google Search occurs, Google creates an ad with

a headline based on the search term used by your customer and text based on your most relevant landing page

  The ad enters the auction and competes normally – but is held back for any search where you already have an eligible keyword-targeted ad

  It also advertises more of your in-stock inventory - without making any changes to your existing keyword campaigns

Two  Things  to  Keep  in  Mind  1.  Every day 16% of searches are new searches that Google has

never seen before

2.  Dynamic Search Ads keep your AdWords campaigns in sync with what you’re selling and what users are searching for right now

Enhanced  Campaigns  Enhanced cost-per-click (CPC) is a bidding feature on Google AdWords, it increases and decreases your bids automatically based on the likelihood of your ad converting This way, you get more value from your ad budget by:

–  Making it easier to reach people across devices with the right ads, based on their specific location, time of day & device type.

–  Helping you manage complex targeting, bidding & ads for different platforms like mobile and computers all within the same campaign.

–  Reducing the number of campaigns you need to create.

Why  Use  Enhanced  CPC?    Increase profits

–  It automatically allocates your money on clicks that are likely to convert

  It allows you to experiment –  It monitors its’ impact on your campaign by leaving a percentage of

your bids untouched   Powerful advertising tools

–  Manage bids across devices, locations and time   Smarter ads optimised for varying user contexts

–  Show the right creative, sitelink, app or extension based on the context of your prospective customers and the devices they’re using.

  Advanced reports to measure new conversion types –  Such as calls, digital downloads across devices

How  Does  it  Work?    Enhanced CPC will increase your max CPC bid by up to 30% when

it sees a good opportunity for better conversion rates   It may also lower your max CPC by any amount (even more than

30%) if it determines a conversion isn't likely, so you'll pay less for clicks that convert less –  Resulting in increased conversions

Loca�on  Extensions-­‐What  are  they?    A map linked to your ads that

shows searchers how they can find you

  Enhancements that allow searchers to see targeted relevant information in your ads such as location, phone number, and customer reviews

  Display additional information across Google Search, Mobile and Google Maps

Why  Use  Loca�on  Extensions?    97% of web users research online for products/services   20% of desktop searches are location related   1 in 3 mobile searches are location related   Benefits- you can reach your customers

–  While they are on Google Search –  While they are on Google Maps –  While they are on Google Mobile

  Up to 4 times more ad space at the top of Google Search page   Increase click-through-rate   Boost your conversions   Enhance your Google Maps listing   Show people the distance to your location with

hyperlocal mobile format to drive people in-store

Adwords  Sitelinks    Sitelinks is a feature of AdWords that allows you to provide up to 6

additional destination URLs for users to your site This allows you to direct customers to the most relevant page on your site –  and its

  Easy   Makes ads more targeted  

Benefits  of  Sitelinks    Get more relevant customers to your website   Improve the profitability of your search campaigns   Improve your ads’ conversion rates with highly

relevant landing pages   Highlight promotions - this allows you to update your

ads with seasonal or promotional offers without making changes to your keywords

  It works with your existing ads (if you haven’t got it enabled)   Increases Click Through Rates (CTRs) & Conversion

Conclusion    PPC  works  well  when  used  in  a  strategic  way  by  experience  professionals    Experimenta�on  if  you  are  not  experienced  can  be  costly  &  hit-­‐and-­‐miss    Thinking  like  a  retailer  &  making  every  penny  count  can  yield  be�er  results  

  Yet!  -­‐  PPC  isn’t  just  for  internet  retailers    Consider  the  many  advanced  op�ons      Repor�ng  &  measurement  are  a  necessity-­‐  not  op�onal  

STAY  IN  TOUCH!    

Thank  you!