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Workshop Adwords nivel incepatori - mediu. Vorbeste despre best practices pentru fiecare campanie in parte, Ad split testing, landing page optimization, Analytics, CrazyEgg etc.
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Irina MarinescuSEM Manager @ Sien France
PRBeta Conference
16.05.2014
Cine este IRINA?
Program
Prezentare Adwords
Hands On
Intrebari
Intrebari + Pauza
Business Model vs Adwords
B2C (Agentie de turism SRL)
99% - DA
B2B (Agentie Web SRL)
70% - DA
B2C = B2B
Piata .ro
Piata .ro
Magazine preferate in .ro
Categorii de interes
Best Practices
Inainte de START
The usual (card, adresa, buget)
Obiectivele business-ului
Detalii Clienti/Audienta
Produse/Servicii importante
Avantaje vs Concurenta
Oferte speciale
Locatie
Landing Page
Tracking
NO Shenanigans
Bugete
1 Buget initial
(30-150 lei/zi)x30,4 = 912-4560 lei/luna
Keyword Planner Way
sau
2 Buget limitat
Tip campanie
Tip bidding Tip targetare Tip Optimizare
Search manuallong tail, cuvinte negative, brand
competitori
pozitie>2, ad scheduling, quality score, ad extensions,
landing pages
DE EVITAT: Display & DSAAutomatizare
Shared Budget
3Buget consumat/neconsumatAd Scheduling
2
1
3
4Buget consumat/neconsumat
Bid Adjustment
2
1
3
5Buget neconsumat
2
1
3
Expand campaign
Increase bids
Shared budget
Targetare & Setari
Setari Campanie
2
1
3
Setari Campanie
2
1
3
Tracking
Tools
-manage all scripts
-goals; referrals; behavior; perf.
-ALL campaigns
-rankings & competitors
-page performance
-conversions
URL BUILDER
Camp Exemplu Parametru
Campaign Source*
adwords utm_source=adwords
Campaign Medium*
cpc utm_medium=cpc
Campaign Term
(optional)sejur utm_term=sejur
Campaign Name*
sejur_grecia
utm_campaign=sejur_grecia
www.nume-site.ro/?utm_source=adwords&utm_medium=cpc&utm_campaign=sejur_grecia
Analytics Reporting
Structura Campanie
Care este structura perfecta?
Varianta 1
Care este structura perfecta?
Varianta 2
Awareness;Informatie
Detalii Produs;Remarketing
Oferta;Remarketing
RemarketingFidelizare
hubspot
First do it.Then do it right.Then do it better.
Tipuri de campanii
DISPLAYCTR mic, expunere, awareness, trafic rapid, validare MVP, termen mediu-lung.
SEARCHROI, optimizare, termen lung.
SEARCH + DISPLAY SELECTEDValidare ultra-rapida a MVP
DSA (Dynamic Search Ads)Discovery tool, volum trafic pentru download sie-commerce, +SEMREMARKETING
+ROI, excludere audiente
MOBILE / APPS*Apps, optimizare scazuta, *volum mic si costuri mari SEM
VIDEOExpunere, awareness, volum mare afisari vs. clicks
SCM (Search Marketing Companion)Bonus
Display
UNDE: GDN (Google Display
Network)
AD FORMAT: Text, Banner,
Video, Mobile, Social,
Engagement, Dynamic
TARGETARE: Cuvinte cheie,
Placements (websites),
Interests & Remarketing lists,
Demographics, Topics
MANAGEMENT: Auto -
Conservative/Aggressive (DCO -
Display Campaign Optimizer),
Managed (Manual)
REZULTATE: Awareness, Volum
mare de trafic, Fidelizare
1Alege tipul de campanie Display
2Structura unui Banner
3Bannerul Perfect
CuratClar
ConcisCTA
Logo
4Targetare & Tools
Use Display Planner: Direct Response / Branding Campaign
Mix & Match Targeting
Targeting Control Relevancy Traffic Cost
TOPICS x x
PLACEMENTS x x x* x*
INTERESTS x x x
Keywords; Gender; Age;
Bid Onlyx x x
ATO** Conservative
x x
ATO Aggressive x*** x x
Target and Bid x x x
*in DCO (Display Campaign Optimization) mode**ATO = Auto Targeting Optimization***discutabil
5Metrici specifici
Impression Capping
Awareness - Unique Users & Budget Spent
Direct Response - Impressions/CTR; CPA; Conv
5Metrici specifici
Campaign / Ad group level Exclusions
+ Targeting+Interest & remarketing
Site category options
6Optimizare Display
NU UITA DE CAMPANIE IN AUTO MODE !
PLACEMENTS
CUVINTE CHEIE NEGATIVE
EXCLUSIONS
REACH & FREQUENCY
DEMOGRAPHICS
Remarketing
1Tipuri Remarketing
TOATE TIPURILE DE CAMPANII POT AVEA
REMARKETING
DisplaySearchAppsVideo
2Setare Remarketing
All visitors - lista default
Liste - audiente
Liste - audiente + membership
RMK - Display vs Search vs App
Campanie Targeting Control Relevancy Traffic Cost
Search (RLSA)
Audiente - Liste
x x+ ±10% x
AppsAudiente -
Liste*;Targeting**
x x+ ±10% x
Display
Campanie + Liste +
Targeting Display
x x+ ±10% x
Video Targeting x x+ ±10% x
*pt Search**pt Display
3Optimizare Remarketing
OPTIMIZARE MANUALA A BIDDINGULUI
ANUNTURI BRAND + OFERTE
LISTE
DURATA MEMBERSHIP
REACH & FREQUENCY
IMPRESSION SHARE (<100%)
LANDING PAGE
4Exemple Liste Remarketing
EXCLUDERE AUDIENTE:
OS
Pagina vizitata
returning User
VIZITATORII de Black Friday
TARGETARE AUDIENTE:
Shopping Cart Abandonment
Pagina vizitata/Nevizitata
VIzitatoriI de BLACK FRIDAY
Video
UNDE: Youtube Network & GDN
AD FORMAT: Video, in-stream, in-display
TARGETARE: Interests & Remarketing lists,
Demographics, Topics, Placements, Cuvinte cheie
Youtube
MANAGEMENT: Auto
OPTIMIZARE: /Targetare; Max Cost Per View/ad
format
REZULTATE: Awareness, Branding, Audienta
1Bidding & Targeting
1Bidding & Targeting
2Optimizare Campanie Video
NU UITA DE CAMPANIE!
REMARKETING LISTS
PLACEMENTS
CUVINTE CHEIE NEGATIVE
EXCLUSIONS
REACH & FREQUENCY
DEMOGRAPHICS
LANDING PAGE
IMAGINI NECOMERCIALE
CTA
3 Metrici
Mobile / Apps
1Alege tipul de campanie
DISPLAY
SEARCH
TARGETARE: cuvinte cheie, placements,
interests & remarketing, demographics,
device, os, carriers & wifi networks
MANAGEMENT: manual & auto (CPA
level)
REZULTATE: App Download, Extindere
reach
2Tip Anunturi si Targetare
3 App Promotion
3App Promotion - Tracking
Android App
3App Promotion - Tracking
iOS App
4 Optimizare Mobile
CUVINTE CHEIE
IMPRESSION SHARE
CONVERSION OPTIMIZER
PLACEMENTS & TARGETING
EXCLUSIONS
ANUNTURI
DSA Dynamic Search Ads
1Alege tipul de campanie
PERFECT PENTRU E-COMMERCE
NU CONCUREAZA DIRECT CU SEARCH STANDARD
2 Setari
2
1
3
3 Anunturi
4 Tracking
5Metrici & Rapoarte
See search terms
See categories
6Optimizare DSA
OPTIMIZARE CPC/CONVERSII
CUVINTE CHEIE NEGATIVE
NIVEL TARGETARE
ANUNTURI
WEBSITE COVERAGE
BUGET
Search Companion Marketing
Shh… e secret
NU este o campanie de REMARKETING
UNDE: GDN
TARGETARE: search intent
TIP: Display + Search
VOLUM: 10-15% dintr-o campanie Display
PERFORMANTA: = Search
Search / SEM
In tendinte…
De aproape…
De mai aproape…
Keyword Research
Tools
Structura initiala Campanie Search
Campanie
Ad Group Ad Group
AnunturiCuvinte
CheieAnunturi
Cuvinte Cheie
max 10
3 - 7 2
Extensii Anuntcate se aplica
Cuvinte Cheie
Match type
Broad (Ampla): QS scazut
Targetare: - extindere lista cuvinte cheie, - awereness, - volum mare, rapid - remarketing- video- displayOptimizare:
- cuvinte cheie negative
Phrase (Fraza): Targetare:- control costuri- crestere CVROptimizare:- cuvinte cheie negative- exact match- relevanta
Exact:- cost ridicatTargetare:- control relevanta- ccrestere calitate leaduriOptimizare:- phrase- relevanta- bid
Optimizare Cuvinte Cheie
Metrici
Quality Score: 1-10; >7 - OK; <7 - NOT OKOptimizare:
- relevanta la ad group, - anunt, - landing page, - produsul promovat
Pozitie: >1 >5 - OKOptimizare:- crestere / scadere bid- optimizare QS- optimizare buget
CTR: <3% - OKOptimizare:- anunt,- crestere/scadere bid- optimizare QS- optimizare LP
Atentie! Volum scazut de Click-uri + Pozitie OK => Buget limitat
Atentie! Cuvintele “Broad” au QS scazut, dar sunt OK pt Awareness si Discovery
Atentie! CTR OK, volum scazut de Conversii => Ad+LP - relevanta scazuta
Optimizare Cuvinte Cheie
Metrici
Atentie! Adauga Search Terms in Exact Match si doar daca au date relevante
Search Terms:
Utilizare:- extindere lista cuvinte cheie, - cuvinte cheie negative- imbunatatire Impression Share- imbunatatire QS
Auction Insights:
Utilizare:- verificare status fata de competitite- descoperire competitie- urmarire competitie
Keyword diagnosis:
Utilizare:- verificare daca cuvintele cheie intra in licitatie si afiseaza anunturi
6Optimizare Search
OPTIMIZARE CPC/CONVERSII
CUVINTE CHEIE NEGATIVE
QUALITY SCORE
ANUNTURI
BIDDING
BUGET
LANDING PAGE
RELEVANTA, RELEVANTA!
CUVINTE CHEIE + AD + LP
Anunturi
1Vrei sa fii LA FEL?
Tenscores.com
2Si anunturile se TESTEAZA
Durata*: 10 - 15 zile ; 150+ Impressions
Obiectiv: CTR +100%; +Conversions; +CVR
Tracking: Labels; Automated Rules
Tools: Manual; Experiments - Adwords
2EXPERIMENTS - Adwords
Ad Group - Anunturi - Anunt Nou 2
1
3
Ad Extensions
Tipuri de extensii anunt
Extensie Descriere Impact Numar
Sitelinks Extensions
+URL-uri din site; extensie ad + ad URL
+Relevanta+Trafic/Leads
4
Location Extensions
Listing Google Maps
+Relevanta+Trafic/Leads
1
Call Extensions website + tel;tel+Relevanta
+Leads1
App Extensionswebsite
promotion + app
+app download 1
Review Extension+review-uri existente online*
+Relevanta+Leads
1
Social annotations**
Google+ follower #
+Relevanta+Trafic/Leads
1
*doar in engleza**automat
Tipuri extensii anuntExtensie
Sitelinks Extensions
Location Extensions
Call Extensions
App Extensions
Review Extension
Social annotations**
CompetitiveAnalysis
Tools
Bidding
Automat vs Manual
Automat & Manual
Strategy Control Short Term Traffic Cost Difficulty
Automated Rules
x x xeasy-
medium
Flexible Bid Strategies
x x xeasy-
medium
Enhanced CPC
x x x easy
Conversion Optimizer
x x easy
Manual x x easy-hard*
*in functie de complexitatea campaniei
Strategy Goal Frecventa Metrici
Automated RulesIncrease/
Decrease CPCzilnic; 7zile;
30zile
Pozitie; QS; CVR;
Impressions; CPA
Flexible Bid Strategies
Target ROAS zilnicROAS (Conv. value/Cost)
Enhanced CPC/campaign level
Max Conversions
zilnicCPC &
Conversion Data
Conversion Optimizer/campaig
n level
Max Conversions @
min CPAzilnic Target CPA bid
Manual**Clean non-performant Keywords
7zile; 30zileClicks;
Impressions; CPA; CVR
*in functie de complexitatea campaniei**folosind Filtre
Automat & Manual- exemple -
Filtre- exemple -
Keyword Performance Frecventa
saptamanal
Look-back
30 zile
Actiune
Pause
saptamanal 90 zileIncrease bid by 0.01 lei
ROAS Performance
saptamanal 30 zileIncrease bid by 0.01 lei
Google+
2
1
3
Aduna 100+ Followers si updateaza continut
Creeaza pagina G+ pentru website
1Setari Extensie Anunt
2
1
3
2Campanie - Display Engagement
Landing Pages & Optimization
Tools
Creare LP
Testare LP
Optimizare LP
1Ce testez?
1
1
23 4
5
Buton: Culoare; Pozitie; Text
Imagine: Content; Pozitie; Dimensiune
Headline: Text; Pozitie; Dimensiune
Logo: Pozitie; Dimensiune
Body: Text; Dimensiune; Pozitie
Flow pana la Conversie: obstacole, distraction
points
Testeaza cu SCOP- exemplu -
2 Specs
Durata: 10 - 15 zile
Trafic: Low - 100%; Medium - 50%; High - 30%-50%
Design: Low Traffic - go big; High Traffic - go small
Tracking: Heatmaps; Clickmaps; CVR; Impact in flow;
Engagement
Analyticsvs. / &
Adwords
SetariAdwords + Analytics- aceeasi adresa de email pt link
2
1
3
Goals
Custom reports
Intrebari
THE END
Irina Marinescuwww.semrockstar.com