Tired Paid Search Campaign
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Breathing New Life Into A Tired Paid Search Campaign презентация
Содержание
- 1. Breathing New Life Into A Tired Paid Search Campaign
- 2. Sometimes it can feel like you’re doing
- 3. Change your perspective, look at the opportunities ahead
- 4. New Job Old Campaign Same
- 5. Signs that your campaigns might need a
- 6. If the market or your competitors are growing faster than you….
- 7. Ask the Search Engines about your Market
- 8. SO WHAT CAN YOU DO?
- 9. Take a step back… Evaluate your campaigns
- 10. Start with the basic marketing questions… Audience Value Prop Stage in Buying Cycle Price
- 11. Start with the basic marketing questions… Audience
- 12. Then dig into the specifics for Paid
- 13. When was the last time you….
- 14. Account Structure is always a work in
- 15. Don’t accidently exclude 21% of the population
- 16. Are you missing out on impressions due
- 17. Are you missing opportunities in Mobile traffic
- 18. Are you not giving consumers the right
- 19. Do you have physical storefronts that you
- 20. What if the problem is you… or your employees?
- 21. Take a closer look as to why….
- 22. If it’s your team members or your
- 23. If you’re the one that’s bored…
- 24. Take what you know… Apply it to
Sometimes it can feel like you’re doing the same things, over and over and over… and you’re not seeing results.
Слайд 2Sometimes it can feel like you’re doing the same things, over
and over and over… and you’re not seeing results.
Слайд 4New Job
Old Campaign
Same Job
Same Old Campaign
Tired / Bored
Employees
Many reasons why
a campaign could use a refresher….
Слайд 5Signs that your campaigns might need a facelift…
Year over Year performance
is up…Everything is good, right?
Слайд 7Ask the Search Engines about your Market Share, find out why
it is changing and what you can do about it.
Your Market Share
Your Competitors Market Share
Слайд 9Take a step back…
Evaluate your campaigns as if you were a
new employee or an agency just taking over the campaigns.
Слайд 11Start with the basic marketing questions…
Audience
Value Prop
Stage in Buying Cycle
Price
Understand your
customers:
Create a customer profile
Create a customer profile
What makes your brand unique?
Differentiating factors
Develop messaging to support your price points.
Budget ← Mid-sized→ Luxury
Understand how to target users at different stages in the buying cycle.
Awareness ← Research → Purchase
Слайд 12Then dig into the specifics for Paid Search…
ALWAYS ROOM TO OPTIMIZE
& DO SOMETHING NEW
Account Structure
Targeting
Ad Copy
Betas
Testing
Bid Optimization
Account Structure
Targeting
Ad Copy
Betas
Testing
Bid Optimization
Слайд 13 When was the last time you….
evaluated your SEM campaign &
ad group structure?
reviewed or updated targeting (geo, language, ad targeting) options?
checked your ad delivery options or your ad copy rotation options?
managed lists for negative keywords and placements?
tested new ad formats?
developed a test plan for ad copy, landing pages, device targeting, etc?
compared your SEM performance by device type to your overall sites device performance?
compared your SEM performance to SEO performance and see where you overlap and where there are gaps?
reviewed or updated targeting (geo, language, ad targeting) options?
checked your ad delivery options or your ad copy rotation options?
managed lists for negative keywords and placements?
tested new ad formats?
developed a test plan for ad copy, landing pages, device targeting, etc?
compared your SEM performance by device type to your overall sites device performance?
compared your SEM performance to SEO performance and see where you overlap and where there are gaps?
Слайд 14Account Structure is always a work in progress.
Develop a schema to
organize your keywords.
Make it flexible so it can adapt and change over time.
Make it flexible so it can adapt and change over time.
* These are all examples, not actual BB account structure
Слайд 15Don’t accidently exclude 21% of the population via campaign language settings.
Are
you only targeting English speakers in the US? You could miss out on 21% of US visitors.
US Census 2010; http://www.census.gov/prod/2013pubs/acs-22.pdf
English, 79%
21%
French, 3.5%
Spanish, 62%
German, 2%
Russian, 2%
Chinese, 5%
All Other,
18%
Korean, 2%
Vietnamese, 2%
Tagalog, 3%
Italian, 1%
FIX: Create campaigns targeting foreign languages & multi-lingual keywords
2010 Census Data: Breakdown of Languages Spoken in US
Слайд 16Are you missing out on impressions due to Ad Delivery options?
FIX:
If you aren’t reaching your daily budget, adjust your ad delivery to accelerated delivery.
Evaluate conversion data to see if Day Parting makes sense for specific campaigns.
Reduce bids during hours with little to no conversions.
Слайд 17Are you missing opportunities in Mobile traffic & Apps?
How does SEM
compare to other Marketing channels or the entire site?
Are you under indexing in mobile traffic?
How to fix if mobile is under indexed:
Increase your mobile bid modifier
Start with best performing desktop campaigns.
App Extensions & App Promotion Ads:
Use App Extension to drive app downloads and installs
Only one App Extension per text ad
Use App Promotion Ads to promote your app in similar apps
Are you under indexing in mobile traffic?
How to fix if mobile is under indexed:
Increase your mobile bid modifier
Start with best performing desktop campaigns.
App Extensions & App Promotion Ads:
Use App Extension to drive app downloads and installs
Only one App Extension per text ad
Use App Promotion Ads to promote your app in similar apps
Слайд 18Are you not giving consumers the right options?
Why use site
links?
Own more real estate on the search results page
Cross sell products or highlight special promotions
Help people find what they’re looking for
Take Advantage of:
Scheduling features (State & End Dates, DOW, Time of Day)
Mobile specific site links
Own more real estate on the search results page
Cross sell products or highlight special promotions
Help people find what they’re looking for
Take Advantage of:
Scheduling features (State & End Dates, DOW, Time of Day)
Mobile specific site links
Слайд 19Do you have physical storefronts that you aren’t promoting?
Why use Local
Extensions?
Help customers find your physical store locations
How to set up Local Extensions:
Link your Google Places to your Adwords Account
Add a location extension in campaign settings
Help customers find your physical store locations
How to set up Local Extensions:
Link your Google Places to your Adwords Account
Add a location extension in campaign settings
Слайд 22If it’s your team members or your direct employees…
Provide opportunities to
CHANGE THINGS UP
Слайд 23If you’re the one that’s bored…
Try to figure out what
motivates and excites you…
Sometimes What
You Need
Is Change
Sometimes What
You Need
Is Change
Слайд 24Take what you know… Apply it to other marketing channels.
This is
what I manage today.
It’s not SEM. I love SEM, but after 7 years I needed a different challenge.
It’s not SEM. I love SEM, but after 7 years I needed a different challenge.
Transferable Skills from SEM:
Developing bidding algorithms
Optimizing millions of unique items
Competitive analysis
A/B & Multivariate testing
Landing page optimization
Ad Copy & offer optimization
Partner management
Working on a cross functional team
And so much more…
