The Year That Was In The World of Paid Search - 2013

The Year that was...

• Remarketing

• Enhanced Campaigns

• & gmail sponsored promotions

Even though all these affect us... the life changing ones are:

REMARKETING

Remarketing . Enhanced CAmpaigns . GSP

• what

• WHY

• HOw

Remarketing . Enhanced CAmpaigns . GSP

•TYPES

•RLSA

•Display Remarketing

•Remarketing through GA

•Dynamic Display Remarketing

Google Display Network

Search Network

Remarketing . Enhanced CAmpaigns . GSP

Best practices:

Split your campaign into segmentsRemember frequency capping

Remarketing . Enhanced CAmpaigns . GSP

Strategies:

Renew your ad messaging for non converted users over timeCross selling

Up sellingOffer special incentives for repeat purchasers

ENHANCED CAMPAIGNS

Remarketing . Enhanced CAmpaigns . GSP

• what

• WHY

Remarketing . Enhanced CAmpaigns . GSPFeatures:

- Powerful advertising tools for the multi-device world- Smarter ads optimized for varying user contexts- Advanced reports to measure new conversion types

GSP

Remarketing . Enhanced Campaigns . GSP

• where

• WHY

• HOw GDN Placement

Remarketing . Enhanced Campaigns . GSP

Ad Placements in a Users Gmail account

Clickable

We can direct users to the website/ landing page

Remarketing . Enhanced CAmpaigns . GSP

Remarketing . Enhanced CAmpaigns . GSP

Can forward to friends

Remarketing . Enhanced CAmpaigns . GSP

Can forward to friends

Remarketing . Enhanced CAmpaigns . GSP

Domain

Mailing Lists

Job Title

Purchases

Keyword

Interest

Emails from a particular domain

Content in the emails Someone who has made a

purchase recently

Upper management,

professionals etc. List of email addresses to

target

Travel buffs, Luxury travelers

Targeting

Remarketing . Enhanced Campaigns . GSP

The Challenge:To increase the overall lead flow for our account

Text

256mail.google.com

impressions - gmail(GDN) vs GSP

4,75,011

1,95,48,032

0

2,00,00,000

4,00,00,000

6,00,00,000

8,00,00,000

10,00,00,000

12,00,00,000

14,00,00,000

16,00,00,000

Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

Impressions - GSP

Impressions - GDN

34,271 22,387 13,626 15,246

30,452 39,314 26,210

15,753 20,613 13,871 9,675

12,708

10,979

5,81,135

0

1,00,000

2,00,000

3,00,000

4,00,000

5,00,000

6,00,000

7,00,000

Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

Clicks - GDN

Clicks - GSP

clicks - gmail(GDN) vs GSP

GSP - Targeting

Kerala Resorts

kerala resorts

holiday in kerala

resorts in kerala

India Resorts

holiday in india

family holiday india

india vacation package

Terrain Related

adventure holidays

romantic holidays

wild life tour

Foreign Holiday Destination

holiday in austria

resorts in pattaya

vacation resort in bangkok

Other Resorts

sikkim holiday packages

rajasthan hotels

hotels shimla

Keywords

KeywordsDomains

GSP - Targeting

KeywordsDomainsJob Titles

GSP - Targeting

combination targeting

impact

256gmail

4332gmail+GSP

30%drop in CPL

Conversions

TEAM updates

bigger

Interest% 50% to 75%

34% Reduction in CPC

busier

Ad Writing Championship

Congress  Hain  Apke  Sathnayahainwah.com/rahul-­‐ko-­‐vote-­‐doJab  Ayga  Congress  ka  Shashun.  SastaHojayga  Petrol,  Pani  aur  RaCon!

Congress  Hain  Apke  Sathnayahainwah.com/rahul-­‐a-­‐revoluCon  Khushiyo  Se  Bhara  Hoga  Har  Din.SasC  Kar  Denge  Beer,  Whisky  &  Gin!

Arun went to Delhi

Vipan shifted to Analytics

Paid Social TeamPPC

Rising Star

Shweta Sampat

All in all....

#TheMostAwesomeTeam