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Christi J OlsonSr Manager, Online Partner Marketing
Breathing New Life Into A
Tired Paid Search Campaign
@ChristiJOlson #SMX #31B
Sometimes it can feel like you’re doing the same things,
over and over and over… and you’re not seeing results.
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@ChristiJOlson #SMX #31B
New Job
Old Campaign
Same Job
Same Old Campaign
Tired / Bored
Employees
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Many reasons why a campaign could use a refresher….
@ChristiJOlson #SMX #31B
Signs that your campaigns might need a facelift…
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Year over Year performance is up…Everything is good, right?
@ChristiJOlson #SMX #31B
Ask the Search Engines about your Market Share, find out
why it is changing and what you can do about it.
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Your Market Share
Your
Competitors
Market Share
@ChristiJOlson #SMX #31B
Take a step back…
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Evaluate your campaigns as if you were a new employee or
an agency just taking over the campaigns.
@ChristiJOlson #SMX #31B
Start with the basic marketing questions…
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AudienceValue Prop
Stage in Buying Cycle
Price
@ChristiJOlson #SMX #31B
Start with the basic marketing questions…
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AudienceValue Prop
Stage in Buying Cycle
Price
Understand your customers:
• 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
@ChristiJOlson #SMX #31B
Then dig into the specifics for Paid Search…
ALWAYS ROOM TO
OPTIMIZE & DO
SOMETHING NEW
Account Structure
Targeting
Ad Copy Betas
Testing
Bid Optimization
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@ChristiJOlson #SMX #31B
When was the last time you….
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• 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?
@ChristiJOlson #SMX #31B
Account Structure is always a work in progress.
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Develop a schema to organize your keywords.
Make it flexible so it can adapt and change over time.
* These are all examples, not actual BB account structure
@ChristiJOlson #SMX #31B
Don’t accidently exclude 21% of the population via campaign
language settings.
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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
@ChristiJOlson #SMX #31B
Are you missing out on impressions due to Ad Delivery options?
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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.
@ChristiJOlson #SMX #31B
Are you missing opportunities in Mobile traffic & Apps?
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• 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
@ChristiJOlson #SMX #31B
Are you not giving consumers the right options?
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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
@ChristiJOlson #SMX #31B
Do you have physical storefronts that you aren’t promoting?
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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
@ChristiJOlson #SMX #31B
If it’s your team members or your direct employees…
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Provide opportunities to
CHANGE THINGS UP
@ChristiJOlson #SMX #31B
If you’re the one that’s bored…
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Try to figure out what motivates and excites you…
Sometimes What
You Need
Is Change
@ChristiJOlson #SMX #31B
Take what you know… Apply it to other marketing channels.
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This is what I manage today. 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…