SAScon 2011: Paid Search Innovation
Chair: Peter Cobley
Jonathan Beeston (Efficient Frontier)
Guy Levine (Return on Digital)
Duncan Fisher (Latitude)
Duncan kicks off the session on Ad Formats.
Google’s ads in the SERPs used to be very basic. The yellow box that came in at the top of the results helped to boost click through rates.
Nowadays things have moved on. The search results pages are very busy with a lot going on. There’s many more ad formats, and new innovations such as page previews.
Ad sitelinks are the most popular ad format according to a SEMPO survey, location-based ads are 2nd most popular in terms of what people are using in Google’s ads.
- Highlight products within ads
- Pre-qualify traffic to website
- Can boost CTRs
- Can reduce CTRs
- Competitiveness of products
- Setup of Google Merchant center
- Tracking setup
Google unfortunately doesn’t yet allow you to see which product extensions are performing better than others in Google Analytics. In the future Duncan expects this functionality to be brought into place.
- Up to 4 site links
- Highlight USPs
- Cross sell opportunities
- Boost CTRs
Product Listings vs Sitelinks
The click through rates are very similar and the conversion rate are very similar. The different ad formats seem to perform just as well as each other, leading to an inconclusive test that he run using Google AdWords. Never assume one ad format is better than another. Always test and compare.
Very good options for local searchers and mobile browsers using Google, especially with the new click-to-call option that has been introduced.
Recently introduced by Google is the display domain option, where the domain can be displayed in the title of the ad listing to save you more space to craft the ad text.
Google’s new +1 option will soon by in the UK which will include the social button next to ads within Google’s search results.
Next up is Jonathan Beeston talking about attribution.
The problem with last click – Last click attribution usually means the brand search gets attributed with the conversion in PPC.
- Track interaction of the user with all media channels in one place
- Model how different factors contribute to conversion, model how factors interact with each other
- Allocate media spend based on cross-channel models
Changing your attribution ultimately changes how we change budgets. You need to be confident that your numbers are correctly, and that your analysis will provide the results you predict.
Time between different events is one of the most important factors when assigning credit to a specific channel or event.
What is cross channel optimisation?
- Determine the right way of spending across the media channels, accounting for interaction efforts
Dynamically model all cross channel interaction efforts and apply effectively
Take Away Points
- First prerequisite: unified tracking platform
- Attribution is a partial solution
- Attribution + Algorithmic Optimisation is the solution for answering the media mix question
- This is a young field, there’s a long way to go
Guy Levine takes to the floor to talk about Google Remarketing.
Remarketing is the solution Google AdWords offers to show an ad to users who have been on your website previously.
- A simple way to content with users based on interactions they have already had with your website
- Allows you to display Google Ads to users who have previously been on your site they are surfing within the Google Display Network (ie. showing them an Ad in a Gmail account to somebody who has dropped out of a shopping cart process on a website)
- Based on the cost per click model
How does it work
You first need to add a piece of remarketing code to pages of your website. It doesn’t do you any harm, and you can start to build audience lists straight away through cookies.
According to Google, 500 is the minimum amount of people that can be in a list. This is why it’s good to be well prepared early with the code on your website so you can make sure you build the list for when you’re ready to use it.
What you need to know
The more targeted the traffic is, the better the response will be.
Determine the best time to remarket (dependent on your industry/product). This may not be straight away. Timing is key.
Even if you don’t plan on using the list right away, get building it right away