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Christi J Olson Sr Manager, Online Partner Marketing Breathing New Life Into A Tired Paid Search Campaign
Sometimes it can feel like you’re doing the same things, over and over and over… and you’re not seeing results. 1
Change your perspective, look at the opportunities ahead 2
3 Many reasons why a campaign could use a refresher….
Signs that your campaigns might need a facelift… 4 Year over Year performance is up…Everything is good, right?
If the market or your competitors are growing faster than you…. 5
Ask the Search Engines about your Market Share, find out why it is changing and what you can do about it. 6 Your Market Share Your Competitors Market Share
SO WHAT CAN YOU DO? 7
Take a step back… 8 Evaluate your campaigns as if you were a new employee or an agency just taking over the campaigns.
Start with the basic marketing questions… 9
Start with the basic marketing questions… 10 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
Then dig into the specifics for Paid Search… 11
When was the last time you…. 12 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?
Account Structure is always a work in progress. 13 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
Don’t accidently exclude 21% of the population via campaign language settings. 14 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
Are you missing out on impressions due to Ad Delivery options? 15 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.
Are you missing opportunities in Mobile traffic & Apps? 16 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
Are you not giving consumers the right options? 17 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
Do you have physical storefronts that you aren’t promoting? 18 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
What if the problem is you… or your employees? 19
Take a closer look as to why…. 20
If it’s your team members or your direct employees… 21 Provide opportunities to CHANGE THINGS UP
If you’re the one that’s bored… 22 Try to figure out what motivates and excites you… Sometimes What You Need Is Change
Take what you know… Apply it to other marketing channels. 23 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…