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#SMX #13B3 @Mirinel
Lessons from the online travel industry
Running Global PPC Campaigns At Scale
#SMX #13B3 @Mirinel
March 2015 – Present, Online Marketing Manager Europe & Americas at HotelsCombined
2012 to 2014 building the English speaking markets PPC accounts from scratch as Head of SEM English Markets at trivago
SMX Biggest Geek Europe in 2014
From Bucharest, Romania living in Dusseldorf, Germany
Short bio
#SMX #13B3 @Mirinel
The ascent to the top of search pages
“Climbing mountains Outside is climbing mountains Inside“
#SMX #13B3 @Mirinel
Which Mountain? Google is our Everest
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Google 95%
Yahoo 4%
Others (Bing, Baidu) 1%
Global Mobile/Tablet Search Engine
Google 69%
Bing 14%
Baidu 8%
Yahoo 8%
Others 1%
Global Desktop Search Share
Nov 2015 – January 2016, www.netmarketshare.com/
#SMX #13B3 @Mirinel
but not everywhere!
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#SMX #13B3 @Mirinel
-‐35% Spend compared Google) +15% Average Bid But similar CPC + 10% Average Position Up to 60% Better CTR 10% more Bookings At +15% Booking Value
Bing Ads can offer some interesting sights
In 2015 we tested similar midsized UK Bing & UK Google accounts
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
Spend Average Bid CPC Average Posi9on
CTR Bookings Booking Value
Normalizing to Google
Google Bing
#SMX #13B3 @Mirinel
Bing strategy meeting while cruising Sydney Harbor
#SMX #13B3 @Mirinel
PPC In Asia
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#SMX #13B3 @Mirinel
Planning for the climb, chose the right route and tools.
“Climbing mountains Outside is climbing mountains Inside“.
#SMX #13B3 @Mirinel
Related: Alistair Dent “The Future of Feeds: Understanding Structured Data” a cross post from Think with Google blog
Everything starts from structured data
The website’s “product” feed with main attributes
Segmenting the products based on offer and demand
Estimating Inbound cost, Conversion Rates and Lead Values
Setting up an update strategy based on industry/vertical
#SMX #13B3 @Mirinel
Everything starts from structured data
Pages/Products Main Attribute
Parent page
Product Type
Product importance User demand
Competitive metrics
#SMX #13B3 @Mirinel
Cheap 3 Star Hotel in Sydney Cheap 3 Star Hotel in <Place>
Not keywords, but definitions
Scale up fast
Cover long tail queries
As granular as we want
#SMX #13B3 @Mirinel
• Bundle by occurrence across all destination
• Aggregate based on major topics / themes
• Prioritize the themes based on user value (next slide)
How to group keyword definitions
Accommodation
Cheap Accommodation
Budget Accommodation
Search Accommodation
Local Accommodation
Hotels
Hotel Price Comparison
Cheap Hotels
Hotel Deals
Hotel Rooms
Central Hotel
Break
City Break
Spa Break
Weekend Break
Holidays
Last minute Holidays
Find Holidays
Last Minute Holidays
Central Hotel in <Place>
Top Central <Place> Hotels
Cheap Central Hotel in <Place>
Book Central Hotel in <Place>
#SMX #13B3 @Mirinel
Prioritizing the themes based on value and attributes
Subtype > Urgency > Location > Power Atributes > Action > Definition > Common Atributes >
Lead Theme
HotelSpa 28 HotelLastMinute 21 HotelCenter 19 HotelCheap 17 HotelBook 9 HotelRooms 5 HotelCity 3 Hotel (0) HotelApartment 27 HotelLate 20 HotelCentral 18 HotelBudget 16 HotelCompare 8 HotelBreak 4 HotelBest 2 HotelBoutique 26 HotelBargain 15 HotelFind 7 HotelTop 1 Hotel5Star 25 HotelDeal 14 HotelSearch 6 Hotel4Star 24 HotelParking 13 HotelLuxury 23 HotelOffer 12 Hotel3Star 22 HotelDiscount 11
HotelPrices 10
Theme Group Priority Cross negative Keyword
Travel 0 1 travel Vacation 0 2 vacation Holidays 0 3 holiday Break 0 4 break Stay 0 5 stay Accommodation 0 6 accommodation GuestHouse 0 7 guest house Hostel 0 8 hostel Hotel 0 9 hotel Motel 0 10 motel BandB 0 11 b&b Resorts 0 12 resort
Lead Themes x Subthemes
(Hotel has 28 subthemes)
#SMX #13B3 @Mirinel
Landing pages: linking the demand with our products
For London accommodation +500,000 landing pages in theory
#SMX #13B3 @Mirinel
We use parameters and Ad templates to have accurate and rich ads. 2-‐4 templates per subtheme to create +10,000 of ads
Generating Ads is also complex
Headline:
V1: <no.hotels> <Place> Hotels from €<min.price>
V2: <no.hotels> <Place> Hotels €<min.price>
V3: <Place> Hotels from €<min.price>
V4: Hotel <Place>
Description line 1:
V1: <no.hotels> Hotels in <Place> Save Up to <max.discount>%.
V2: <no.hotels> <Place> Hotels Save Up to <max.discount>%.
V3: <no.hotels> Hotels in <Place> Up to <max.discount>% Off.
V4: <no.hotels> <Place> Hotels Up to <max.discount>% Off.
V5: <no.hotels> Hotels Save Up to <max.discount>%.
Description Line 2:
V1: Compare +200 Booking Sites at Once
V2: Book Now! Lowest Prices Guaranteed.
Display URL:
V1: HotelsCombined.ie/Hotel-‐<Place>
V2: HotelsCombined.ie/Save-‐on-‐Hotels
Depending on the name length of the city and its parameters values
#SMX #13B3 @Mirinel
We Mix and Match everything Process
Rich and granular output
Thousands of campaigns Millions of Keywords Tens of Thousands of
Ad groups More Thousands Text
Ads
Basic Input
Places feed Keywords Definitions Themes Ads templates
#SMX #13B3 @Mirinel
• Places types • Themes categories • Keywords categories • Audience segments (can
also be done later in the set up)
How? A Simplified version: Campaigns A Themes B Themes C Themes
Head Places X X X
Mid Places X X
Tail Places X
Adgroups A Keywords B Keywords C Keywords
Exact Match X X X
BMM X X
Broad Match X
Mix and Match everything Logic
#SMX #13B3 @Mirinel
Mix and Match everything Input market_code theme Theme index Filter Sorting Attributes
IE Accommodation 1.62 no &radius=10km&date=sundayfortnight&Rooms=1&adults_1=2&showSoldOut=false IE AccommodationBest 1.00 no &sort=ConsumerRating-‐desc&showSoldOut=false IE AccommodationBook 1.18 no &radius=10km&date=weekend&Rooms=1&adults_1=2&showSoldOut=false
Place Name Number of Hotels CountryFileName Type Cluster Internal Category Demand Category Min Price Rome 7871 Italy City City A Head 12 Paris 4445 France City City A Head 16 Barcelona 4172 Spain City City A Head 12 London 3828 United_Kingdom City City A Head 22
PlaceFileName Country Place Name Cluster Nr Hotels Min Price Sequence No Theme Name Theme Id URL Name
Barcelona Spain Barcelona City 4172 12 1 Accommodation 1001 Accommodation_1 Barcelona Spain Barcelona City 4172 12 2 Accommodation 1001 Accommodation_1 Barcelona Spain Barcelona City 4172 12 1 AccommodationBest 1002 AccommodationBest_1 Barcelona Spain Barcelona City 4172 12 2 AccommodationBest 1002 AccommodationBest_1 Barcelona Spain Barcelona City 4172 12 1 AccommodationBook 1003 AccommodationBook_1 Barcelona Spain Barcelona City 4172 12 2 AccommodationBook 1003 AccommodationBook_1
PlaceFileName Country Place Name Cluster Average CPC Theme Keyword Criterion Type Barcelona Spain Barcelona City $ 0.97 Accommodation <Place> accommodation Exact Barcelona Spain Barcelona City $ 0.97 Accommodation +accommodation +<Place> Broad Barcelona Spain Barcelona City $ 0.97 AccommodationBest +accommodation +best +<Place> Broad Barcelona Spain Barcelona City $ 0.97 AccommodationBest accommodation best <Place> Exact Barcelona Spain Barcelona City $ 0.97 AccommodationBest best accommodation <Place> Exact Barcelona Spain Barcelona City $ 0.97 AccommodationBest best accommodation in <Place> Exact
#SMX #13B3 @Mirinel
Mixing 402 Head Places and 2614 Mid Places with 870 new keyword definitions generate approx. 750,000 new Keywords.
Mix and Match everything Output
Head Place Type Type Count Definitions Keywords Area 19 A 6 444 2664 B 7 414 2898 C 6 205 1230
City 223 A 77 870 66990 B 66 727 47982 C 80 225 18000
Country 5 A 5 165 825
POI 24 A 10 83 830 B 7 80 560 C 7 80 560
Region 131 A 61 546 33306 B 35 443 15505 C 35 165 5775
Grand Total 402 197125
Mid Place Type Type Count Definitions Keywords Area 65 A 17 444 7548 B 32 414 13248 C 16 205 3280
City 937 A 113 870 98310 B 214 727 155578 C 610 225 137250
Country 4 A 4 165 660
POI 1599 A 80 83 6640 B 511 80 40880 C 1008 80 80640
Region 9 A 2 546 1092 B 4 443 1772 C 3 165 495
Grand Total 2614 547393
#SMX #13B3 @Mirinel
What we aim for What we try to avoid
Complex, yet comprehensive Unique across all other accounts
Easy to folder into portfolios for bidding
Ready for locations modifiers
Being cross-‐negatives friendly
How we structure our campaigns/adgroups names?
Have a lot of campaigns with no traffic To split a geo in multiple non-‐strategical accounts
Too complicated to work with search queries reports and Google opportunities files
Long strings that don’t fit in the Adwords UX
#SMX #13B3 @Mirinel
Campaign: IE-‐EN-‐Search-‐Places-‐Head-‐City-‐15426-‐Barcelona-‐Spain-‐EM Geo-‐Language-‐Network-‐Type-‐Demand-‐Subtype-‐Id-‐Name-‐Country-‐Match type
Adgroup(s): IE-‐EN-‐Search-‐Places-‐Head-‐City-‐15426-‐Barcelona-‐Spain-‐Hotel-‐EM Accounts Example on the IE targeting MCC structure: IE-‐EN-‐Search-‐Places-‐Head-‐City-‐EM IE-‐EN-‐Search-‐Places-‐Head-‐City-‐BMM IE-‐EN-‐Search-‐Places-‐Mid-‐City-‐EM IE-‐EN-‐Search-‐Places-‐Mid-‐City-‐BMM ………………………………………………….
A structure naming suggestion
IE-‐EN-‐Search-‐Hotels-‐Top-‐EM IE-‐EN-‐Search-‐Hotels-‐Top-‐BMM IE-‐EN-‐Search-‐Generics IE-‐EN-‐Search-‐Generics-‐Remarketing ………………………………………………….
#SMX #13B3 @Mirinel
Choices: 1. Smart Excel files supercharged with macros /
VBA scripts 2. Build the logic in MySQL / database you use 3. Use a tools like 4. BUILD your own tool
A tool to rule this all?
#SMX #13B3 @Mirinel
#SMX #13B3 @Mirinel
#SMX #13B3 @Mirinel
#SMX #13B3 @Mirinel
#SMX #13B3 @Mirinel
One step at the time, climbing the mountain
“Climbing mountains Outside is climbing mountains Inside“.
#SMX #13B3 @Mirinel
What are our regular optimization tools?
Adding keyword definitions Ad testing at scale
Landing page testing
Monitoring & benchmarking
#SMX #13B3 @Mirinel
We aggregate any search term reports either by place or n-‐grams . blog.innovativetravel.eu/2015/11/analysing-‐search-‐terms-‐n-‐grams/
Making decision on more data and based on occurrences:
Expanding the structure (keywords definitions)
Search term Theme Ad group Status Category Occurences Clicks cheap weekend breaks in <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword A 14 198 valentines weekend breaks 2016 <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword C 10 93 hotel breaks <place> HotelBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐Hotel-‐BM Keyword A 6 123 cheap hotel deals <place> HotelDeal IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Keyword A 6 48 cheap hotel <place> city centre HotelCentre IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Keyword A 6 14 last minute hotel deals <place> HotelLastMinute IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Keyword A 6 52 groupon hotel deals <place> HotelLastMinute IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsDeals-‐BM Negative A 6 52 cheap b&b in <place> city BandBCheap IE-‐EN-‐Search-‐Places-‐Head-‐City-‐126468-‐Limerick-‐Ireland-‐BandBCheap-‐BM Alternative A 5 9 cheap hotels in <place> city HotelCheap IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Alternative A 5 23 hotels in <place> co donegal Hotels IE-‐EN-‐Search-‐Places-‐Head-‐City-‐1759-‐Letterkenny-‐Ireland-‐Hotel-‐BM Alternative A 5 68 b&b <place> town BandB IE-‐EN-‐Search-‐Places-‐Head-‐City-‐16468-‐Roscommon-‐Ireland-‐BandB-‐BM Alternative A 5 10 <place> hotels city centre HotelCityCenter IE-‐EN-‐Search-‐Places-‐Head-‐City-‐8345-‐Liverpool-‐United_Kingdom-‐Hotel-‐BM Keyword A 4 25 hotels in <place> city with swimming pool HotelPool IE-‐EN-‐Search-‐Places-‐Head-‐City-‐48243-‐Galway-‐Ireland-‐HotelsPools-‐BM Keyword B 4 30 b&b <place> city BandB IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐BandB-‐BM Keyword A 4 21 hotels in <place> city center HotelCityCenter IE-‐EN-‐Search-‐Places-‐Head-‐City-‐3291-‐Dublin-‐Ireland-‐HotelsCenter-‐BM Keyword A 4 38 special offers weekend breaks <place> WeekendBreak IE-‐EN-‐Search-‐Places-‐Head-‐Country-‐1745-‐Ireland-‐Ireland-‐WeekendBreak-‐BM Keyword B 4 6
#SMX #13B3 @Mirinel
Ad testing (buckets)
Thousands of other iterations of this AD template (Hotels1) Thousands of other iterations of this AD template (Hotels2)
#SMX #13B3 @Mirinel
We always have in mind that: • We run a valid A/B test
• We measure the full funnel effect of the test. (usually profit per mile)
• We calculate for the right revenue metric (installs/bookings/leads)
• We document all the tests
• We apply wins across other Ad templates
• http://www.peakace.de (photo)
Ad testing 2
#SMX #13B3 @Mirinel
Same principle as Ad testing but applied to URL. (Same Ad duplicated with 2 different destination URLs)
We test layouts, filters, sort orders, dates and many more.
Landing page testing
50% 50%
Which page would you use to book a hotel?
#SMX #13B3 @Mirinel
We are all watchdogs with the goal of keep ROAS under control. Major KPIs we follow:
§ Impression Clicks and share
§ CTR, Avg. Position, QS
§ Cost and Revenue § CPC & Cost per lead § RPC & Revenue per lead § Conversion rate § Booking value per lead § Average booking value § Lead to booking rate
Monitoring and Benchmarking
Achieved ROAS
Cost Revenue
Target ROAS
Cost affecting factors Rev affecting factors
Clicks / Visitors
Avg CPC CTR COR LTB
QS
Avg Position
Avg Bid
Avg Booking Value
Ad testing Seasonality/ TV Website tests
Revenue Share
#SMX #13B3 @Mirinel
What scripts do for us: § Update campaign settings § Pulling aggregated metrics to
google docs / reports § Creating negatives list across all
accounts § Updating certain bid modifiers § Hit our targets while we sleep
Last tip: Use scripts to your advantage
#SMX #13B3 @Mirinel
What to do when you are on top?
“Climbing mountains Outside is climbing mountains Inside“.
#SMX #13B3 @Mirinel
Few consideration on bidding suppliers: • Understanding the bidding algorithm is critical
• 24/7 support, but not beaurocracy
• Own the data, encode it so that is easily transferable and universally readable (value track parameters are a must)
• The right mix between controlled individual bids, portfolio management and machine learning is hard to reach
• Best guide to chose a bidding provider: “Enterprise Paid Media Campaign Management Platforms 2015, a new Market Intelligence Report by Digital Marketing Depot
Chose the right bidding suppliers
#SMX #13B3 @Mirinel
• Whitelisting for Betas: 2 lines structured snippet) • Adalyzer: to analyze what elements work in Ads) • Getting Benchmarks from Google: Clicks Gap, CPC
& CTR vs benchmark leader, spend and query coverage
• Getting Data from Google: Topkapi, DSA ready to upload csv files
• We are ready for under the radar changes • Adwords + Analytics = Next level Remarketing
with Custom lists
Partner up with Google
#SMX #13B3 @Mirinel
SEE YOU AT THE NEXT #SMX
THANK YOU!
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