Take advantage of Google and Bing’s latest 2013 and 2014 innovations for your SEA campaigns by Pierre Kiciak
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The document outlines various innovations from Google and Bing for search engine advertising as of June 2014, including Gmail sponsored promotions, enhanced campaigns, and new shopping campaign features. It details advantages of these tools, such as increased click-through rates and cross-device tracking, while noting some challenges like higher costs and complex setups. The document also highlights future trends in search advertising focusing on blending keywords with audience targeting and using external data for real-time bidding.
Take advantage of Google and Bing’s latest 2013 and 2014 innovations for your SEA campaigns by Pierre Kiciak
- 1. Take advantage of Google and Bing’s latest innovations for your SEA campaigns June 25th 2014 Pierre KICIAK @pkiciak @jvweb
- 2. Google & Bing innovations Agenda v1 Gmail sponsored promotion Form extensions Review extensions Call-out extensions Enhanced sitelinks Consumer ratings annotation (beta) Site snippets annotation (beta) DFSA PLA update Scripts Enhanced campaigns New shopping campaigns Cross-device tracking RLSA New location targetting options Image extensions ROAS bidding strategy Rich Ads in Search Sitelinks Enhanced campaigns Expanded insight by request Attribution model In-Market targetting Ad Placeholders The future trends Q&A
- 3. Google & Bing innovations Agenda 1. Google 1. Gmail Sponsored Promotion 2. Enhanced elements 3. Extensions 4. Audience & Search 5. Shopping 6. Automatic features 2. Bing - in partnership with 1. Rich Ads in Search 2. Sitelinks 3. Enhanced campaigns 4. Expanded insight by request 3. The future trends 4. Q&A
- 4. 1. Google
- 5. 1.1. Gmail Sponsored Promotion
- 6. 1.1. Gmail Sponsored Promotion How does it work? Your GSP ad appears in GMail, above, below and on the right side of an email being read. These ads are called « teasers ».
- 7. 1.1. Gmail Sponsored Promotion How does it work? When you click on the teaser, a page, similar to an email, appears in the middle of the screen. This page similar to a zoom is called « the HTML ad ».
- 8. 1.1. Gmail Sponsored Promotion Advantages Multicriteria targetting of Gmail users, based on: – The content of emails received (presence of brands, keywords, URL…) – Demographic criteria Strong visibility for your ads, – Still few advertisers/competitors present – Innovating adformat generating a good awareness Incremental business opportunity VS your competitors, – access more restricted than AdWords Invoices based on CPC (with a minimal monthly spend)
- 9. 1.1. Gmail Sponsored Promotion Reporting interface
- 12. 1.2.1. Enhanced campaigns What? 1 campaign for all devices (Computers, tablets & mobile phones) Bid adjustments by device, location or time Sitelinks: size extended + set up possible by AdGroup The spirit:
- 13. 1.2.1. Enhanced campaigns Pros & Cons – Testimony with our client Faster and more secure campaign management Improved performance thanks to wider space taken on SERP Brand: Generated global good results (+95% CTR and -6% CPC) (on mobiles: CPC -7% and CTR + 50%) Impossible to create pure mobile SEA campaigns anymore Impossible to set up device specific URLs Not very friendly if you use 3rd-party optimization tools Generics saw a CPC growth of 44% and a CTR down to 57% (on mobiles: CPC +128% and CTR -61%) After 4 months: Average CPC on mobiles is nearly back to pre-enhanced level with a similar CTR
- 15. 1.2.2. Cross-device conversion tracking What? =
- 16. 1.2.2. Cross-device conversion tracking Pros & Cons First step in cross-device analysis No additional cost Helps identify the real impact and value of SEA thanks to indirect sales (along cross- channel analysis) Estimation provided only for visitors using Google Need visitors to be logged on their account on all devices Still an estimation
- 18. 1.2.3. Enhanced Sitelinks Key feature More visibility for your brand! More attractive ads + 30% on CTR
- 19. 1.3. Extensions
- 21. 1.3.1. Form extensions Form Extension Addition of a qualification form Redirection to an adapted page of destination (based on URL parameters).
- 22. 1.3.1. Form extensions Form Extension 3 possible scenarii: Zip code Addition of the ZIP code in the URL Search Saves the request generated by the visitor and launches an internal search Request « refinement » Refines a requests by grabbing: - Destination
- 23. 1.3.1. Form extensions Form Extension Results More attractive ads + 7% on CTR Shorter conversion funnel + 13% on conversion rate
- 25. 1.3.2. Review Extensions Review Extension « review extension » = addition of a quote below your ad – External source only – Validation delay: variable as human, – Recent (no review older than 12 months) – Visible on an external site – Open to all advertisers (outside of gambling, adult industry, etc …)
- 26. 1.3.2. Review Extensions Review Extension Results More attractive ads + 66% on CTR Shorter conversion funnel + 5% on conversion rate
- 27. 1.3.3. Call out Extensions
- 28. 1.3.3. Call-Out Extensions Call-out extension Display of an additional line of information directly in the ad to push dedicated offers or services – Speaks about very specific data of your offers (Dimensions, price, conditions…) – Redirection towards one landing page (VS AdSiteLinks multi url) – Complementarity with AdSiteLinks (Call-out + AdSiteLinks can be combined)
- 29. 1.3.4. Consumer Ratings Annotations Extensions
- 30. 1.3.4. Consumer Ratings Annotations Extensions Consumer Ratings Annotations (US, UK & Canada) Shows average ratings given by your clients on 3 criteria. These rates are collected by the Google Consumer Survey service (At least 1 000 ratings needed) More attractive ads + 10% on CTR
- 31. 1.3.5. Site snippets annotations Extensions
- 32. 1.3.5. Site snippets annotation Extensions Extension site snippets annotations Finds automatically interesting data in your site Shows them in your ad
- 33. 1.4. Audience
- 34. 1.4.1. Remarketing Lists for Search Ads (RLSA)
- 35. How it Works 1.4.1. Remarketing lists for search ads (RLSA) First, the merchant adds the unique remarketing tag to the whole Website. The visitor is thus driven back to the store, potentially with a dedicated message or offer displayed only to retargetted people. A visitor comes to the site, but does not buy anything. Google ranks this user in a remarketing list based on pages he visited. The merchant uses this information to provide later AdWords ads more attractive in search results targeted specifically for this user. The user makes a new search on Google and a specific remarketing ad appears directly in SERP. 1 2 3 4
- 36. 1.4.1. Remarketing lists for search ads (RLSA) Pros & Cons with our client Mixes strengths of SEA & retargetting Allows safer tests on competitive keywords and those with with lower conversion rates Identification of new semantic fields typed by visitors 19% of additional revenue generated through RLSA 2014: Dedicated offers for retargeted visitors have allowed us to reach and maintain a conversion rate equal to 78% of the brands conversion rate Needs the addition of a tag on the merchant’s site
- 37. 1.4.2. Demographics for Search Ads (DFSA)
- 38. 1.4.2. Demographics for Search Ads (DFSA) Demographics For Search Ads Filter the viewers of your AdWords ads According to demographic and behavioural elements: ✓ History of sites visited by the audience, ✓ CTR, ✓ Conversion rates. Optimisations are possible through: ✓ bids, ✓ adtexts, ✓ pages of destination. Examples: - bid only on the people having shown interest in the past to your vertical through their browsing - offer a different landing page to women and men
- 39. 1.5. Shopping
- 40. 1.5.1. New Shopping Campaigns
- 41. 1.1.2. New Shopping campaigns What? Before After -Targeting possible by product ID, type, brand, condition, label or group -Possibility to add standard keyword targeting -New « Product groups » & « Products » tabs: -More targeting options: -Only negative keywords can be added
- 42. 1.1.2. New Shopping campaigns Pros & Cons Retail-centric campaign management Competitive landscape data (Benchmark CTR and max CPC) Loss of the keyword approach Less control on ads delivery: requests can be monitored mostly only after being shown
- 43. 1.5.2. PLA – New version
- 44. 1.5.2. PLA New Version Automatic change towards V2
- 45. 1.5.2. PLA New Version Local PLA
- 46. 1.6. Automation
- 47. 1.6.1. ROAS Bidding Strategy
- 48. 1.6.1. ROAS Bidding Strategy What? A strategy sharable for a whole account ROI set up guaranteed
- 49. 1.6.1. ROAS Bidding Strategy Pros & Cons Automatic bidding Fast set-up Very useful to quickly limit negative results Not suitable for a new campaign (at least 30 conversions during the latest 30 days are needed) Based only on AdWords conversion data (not Analytics => be careful with attribution) It’s… automatic => it knows no seasonality or tracking issues
- 50. 1.6.2. Scripts
- 51. 1.6.2. Scripts Scripts presented aren’t provided by Google. A script wrongly set up can cause damage.
- 52. 1.6.2. Scripts Bids according to the weather Fact: some businesses are deeply affected by weather and temperature (drinks, clothes…) Target: Modify bids according to the weather in selected areas.
- 53. 1.6.2. Scripts Bids according to the weather 1. Create a Google document with the weather data 2. Sign in to the « Open Weather Map » service (example) 3. Script will use the Google doc data to impact your campaigns
- 54. 1.6.2. Scripts Activation depending on stocks Target: Pause adgroups/campaigns dedicated to products currently out of order = ROI improvement How it works: The script checks the page of destination and makes sure that the product is still available. Desactivation/Reactivation is automatic when the product is available again.
- 55. 2. Bing
- 56. 2.1 – Rich Ads in Search
- 57. 2.1. Rich Ads in Search What? New ad format with AdText + Sitelinks + Media: – Image – Video – Search box 100% Voice share guarantee on brand/brand+generics Position #1 guarantee Higher CPC expected (x2 VS standard ad)
- 58. 2.1. Rich Ads in Search What? - Examples <- Favicon + 80x60 image + Sitelinks Expandable video + Logo + Sitelinks ->
- 59. 2.1. Rich Ads in Search Pros & Cons No risk of seeing a reseller or competitor appearing above you on brand requests Higher CTR Global revenue generated on brand increased Important CPC increase not completely justified Long setup: format not managed by the Bing desktop tool
- 60. 2.1. Rich Ads in Search Testimony Who: Alex Beard, Value brands marketing manager Video Interview to be added, key elements:
- 61. 2.2 – Sitelinks
- 62. 2.2. Sitelinks What? Additional links appearing below your ad (similar to Google) Only 1 title per sitelink (no « enhanced version »)
- 63. 2.2. Sitelinks Pros & Cons 5 links instead of one Increased visibility Increased CTR Impossible to be 100% sure their appearance
- 64. 2.2. Sitelinks Testimony Who: Alex Beard, Value brands marketing manager
- 65. 2.3 – Enhanced campaigns
- 66. 2.3. Enhanced campaigns What? 1 campaign, 3 possible devices Flexibility on device targetting: 1, 2 or 3 in whatever combination you prefer Automatic bid adjustment by device
- 67. 2.3. Enhanced campaigns Pros & Cons Possibility to target independently one device (contrary to Google) Bid adjustments integration directly from AdWords An intelligent AdWords feature copy… but a copy nevertheless
- 68. 2.3. Enhanced campaigns Testimony Who: Alex Beard, Value brands marketing manager Video Interview to be added, key elements:
- 69. 2.4 – Expanded insight by request
- 70. 2.4. Expanded insights by request What? Do you know AdWords is able to provide a report about actual requests that generated impressions of your ads? Do you know this report is always incomplete and ignoring particularly the impressions with 0 clicks… which would be very useful to identify new negative keywords and improve your CTR? Do you know Bing Ads now gives you access to this data? That’s Expanded insight by request.
- 71. 2.4. Expanded insights by request Pros & Cons A complete list of requests Bing for once differentiating itself positively from Google
- 72. 2.4. Expanded insight by request Testimony Who: Alex Beard, Value brands marketing manager
- 73. 3. The future trends
- 74. 3. The future trends Search will not be only about keywords Paid search = Keywords + Audience + Themas + personal history + personal CTR….
- 75. 3. The future trends Search will not be only about …words New formats mixing words and pictures will become more and more frequent Both leaders have tested solutions: – PLA & Image extensions for Google – RAIS for Bing/Yahoo!
- 76. 3. The future trends Paid search will mix with external data Influence of offline communication Real-time global communications strategies Third-party data (weather, Analytics…) will get more and more impact on real-time bidding in search => More accurate and personalized results
- 77. 4. Q&A
- 78. Questions
- 79. 646, rue Marius Petipa 34000 Montpellier France facebook.com /JVWEB Contact [email protected] +33 (0)4 30 96 76 80 Pierre KICIAK @pkiciak