SEM Strategies for Conversational Search and

Enhanced CampaignsResearch: Charlene Veras

Thursday, July 25, 2013

The impact of Enhanced Campaigns is beginning to be felt, not only from the perspective of CPC’s but also in terms of the new opportunities and capabilities for search marketers

One of the areas that has been impacted is Conversational Search

Conversational search has always been available, but as of May 2013, users can click the microphone iconon their phones or tablets and Google will repeat the query back and subsequently provide an answer

Conversational search is available on the newest version of Google Chrome and it is certainlyinfluencing how search engine marketers expand their keyword list and manage bids alongside enhanced campaigns

There’s no doubt that people rely on smartphones and tablets daily for basic needs such as finding restaurants, nearby retailers, local offers, etc.

Mobile search, along with the use of apps and mobile websites, has dramatically

increased and continues to upsurge right in line with technological advances and

sophisticated search engine algorithm updates

According to Google’s “Bid Like a Pro” whitepaper, upwards of 38% of our daily media interactions occur on a mobile device.

Mobile search generates desired outcomes for local businesses such as phone calls, live visits and actual purchases.

Since mobile searches typically occur while users are on the go, we anticipate and recommend SEMs do the following in order to be competitive:

Recommendation

Add long tail keywords, such as “Where is…”, “Nearest…” “Directions to…”, etc., to their strategies

◦ Queries beginning with the examples above would benefit clients who have brick and mortar and physical locations because those types of queries can lead to store visits, phone calls, and even purchases.

◦ Since conversational search is still relatively new, Google has not yet released any updates to its search query reports that would allow SEM specialists to understand where a users’ query originated (was it conversational or typed?); however you should keep this update on your radar.

Strategy #1

Apply bid multipliers on location based keywords within a 5 or 10 mile radius of the actual physical location of the store front

◦ For example, if you’re running an AdWords account for a retail store in Park Slope, Brooklyn, a bid multiplier can be set for a keyword such as “Nearest retail store in Park Slope” within a 5 to 10 mile radius of the store.

◦ Once your legacy campaigns have been upgraded to Enhanced, it would be beneficial to start off with one bid adjustment (mobile, desktop, time or location), then based off of learnings collected from your initial bid adjustment you can apply more.

Strategy #2

Initial Bid Adjustments for Location Based Keywords

Strategy #2

Initial Bid Adjustment

Keyword Bid Adjustment

Location (all devices)

Nearest retail store in Park Slope

+20%

Mobile Nearest retail store in Park Slope

+20%

Desktop Nearest retail store in Park Slope

+20%

Testing Opportunities

Strategy #2

Initial Bid Adjustment

Keyword Bid Adjustment

Location (all devices) vs. Location (mobile)

Nearest retail store in Park Slope

+20%

Time (all mobile) vs. Time (desktop)

Nearest retail store in Park Slope

+20% during store hours 9am - 5pm

Time (desktop) Nearest retail store in Park Slope

+20% during store hours 7pm – 11pm vs +20% during store hours 9am-5pm

Thank You!

Adam Pickerapicker@dacgroup

DAC Group is a full-service, best-practice digital agency. We have a simple mandate: to generate measurable revenue. Regardless of channel, what counts is the bottom line. Together we can increase demand, dominate markets, and

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