a brave new world: adjusting to sem for 2017 by aaron levy
TRANSCRIPT
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#SMX #12B @bigalittlea
Aaron Levy – Manager of Client Strategy – Elite SEM
A BRAVE NEW WORLD:
ADJUSTING TO SEM FOR 2017
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#SMX #12B @bigalittlea
HI! I’M AARON! Lead team “NE-Not-NYC” @ Elite SEM. I teach at Drexel & UVM. This is me as a Peanuts character.* *YesIusedthisjokelastyear.Sosueme.
@bigalittlea
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#SMX #12B @bigalittlea
Award-Winning Digital Marketing Agency AD AGE Best Agency Culture
AD AGE Top 25 US Search Agencies US SEARCH AWARDS #1 Best Agency
INC. 5000 Listed Since 2007 MASHABLE #1 Best Tech Companies to Work For
ENTREPRENEUR #1 Top Company Culture CRAIN’S NYC #1 Best Place to Work
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#SMX #12B @bigalittlea
BORN FROM ECOMMERCE
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
WE DON’T HAVE TO FREAK OUT! ...but sometimes we do anyway
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#SMX #12B @bigalittlea
SCORING THE 9 BIGGEST
CHANGES TO SEM IN 2016
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#SMX #12B @bigalittlea
IMPA
CT
EFFORT
ETA’S
CONVCLICKS
DBA
NEWEXT
RIGHTRAIL
LASTCLICK
CUSTMATCH
ORDERID
DEMO
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#SMX #12B @bigalittlea
1: THE BACK END
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#SMX #12B @bigalittlea
CONVERTED CLICKS
RIP CONVERTED CLICKS
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#SMX #12B @bigalittlea
DEATH OF CONVERTED CLICKS multiple pixels? can’t count individual users cross device included by default – expect a 20% lift in “conversions” you already had expect volatility throughout October suspicious order behavior? i got a tip for you...
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#SMX #12B @bigalittlea
ORDER ID CAPTURE map back conversion ID’s to CRM identify new vs. returning customers fraud orders & de-dupes moderate effort, nice payback learn more at bit.ly/idcapture
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#SMX #12B @bigalittlea
FULL “FUNNEL” ATTRIBUTION
bit.ly/smxattribution
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#SMX #12B @bigalittlea
2: THE VISUALS
#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
PRICE EXTENSIONS tend to show alone 10-30% of queries flat CTR (vs. 10-30% lift with sitelinks) NEVER get clicked (<5%) low effort, low (if any) reward
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#SMX #12B @bigalittlea
BING THE COPYCAT snippets, callouts and images, oh my! images on their deathbed no tangible lift from snippets & callouts
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#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
SEE YA RIGHT RAIL position 1-3 cpc’s unaffected, 3-4 up 22% & 4-5 up 15% “other” conversion rates up 15% position 5-8 ctr increased by 86% in aggregate total inventory flat, but position 4+ inventory down 50%
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
SURPRISE WINNER?
#SMX #12B @bigalittlea
BIT.LY/POSITION4
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
OMG! THE DEADLINE IS COMING THE DEADLINE IS COMING!
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#SMX #12B @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
EXPANDED TEXT AD DATASET 1
#SMX #12B @bigalittlea
CTR increased 55% CPC decreased 8% CVR increased 6% CPA decreased by 13%
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#SMX #12B @bigalittlea
EXPANDED TEXT AD DATASET 2 CTR decreased 17.5% CPC increased 13% CVR improved 6% (yay!) CPA rose by 7%
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#SMX #12B @bigalittlea
EXPANDED TEXT AD DATASET 3 CTR increased 24% (that’s more like it) CPC increased 13% (again??) CVR decreased 36% (the hell?!) CPA rose by 76%
#SMX #XXA @bigalittlea #SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
ETA WTH?!?!?? PROMOHEAVY
NOTESTING
NOTESTING
BRANDHEAVY
NON-BRANDHEAVY AVERAGE
CTR 115% -178% 24% 3% 55% -3%
CPC 7% 13% 13% -10% -8% 2%
CVR -8% 6% -36% -2% 6% 2%
CPA 16% 7% 76% -7% -13% flat
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#SMX #12B @bigalittlea
#1: STABLE CLIENTS STUNK
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#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
$6.00
$6.50
$7.00
$7.50
$8.00
10%
15%
20%
25%
CTR CPC
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#SMX #12B @bigalittlea
#2: VERY FEW HUGE WINS
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#SMX #12B @bigalittlea
MIGRATE TO ETA’S SLOWLY DO NOT rip off the band aid – use campaign experiments to control rotation run ETA’s and standard ads side by side – system serving 60/40 ETA’s for now test new fun stuff! Paths, countdowns (no longer ugly), headline swaps etc.
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#SMX #12B @bigalittlea
3: THE AUDIENCE
#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
CUSTOMER MATCH email meets remarketing... yay? largest account had ~10% of queries affected bad for customer acquisition (duh) look-a-like leaves something to be desired good for reactivation & seasonal buyers
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#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
BOUGHT 300-365 DAYS AGO (we forget sometimes)
OPPOSITE SEX (no presents for me!)
MID-HIGH HHI (got money honey?)
EVERY. KEYWORD. EVER.
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#SMX #12B @bigalittlea
DEMO AND GENDER following a theme of audience-based targeting tools just like hhi targeting, doesn’t collect data until you enable feature set create segmented campaigns with caution
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#SMX #12B @bigalittlea
DEMO AND GENDER
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#SMX #12B @bigalittlea
HHI TARGETING (when targeting significant areas)
AGE – GENDER - PARENTAL (beware the unknown)
REMARKETING & CUSTOMER MATCH
(come here often?)
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#SMX #12B @bigalittlea
DEVICE WEALTH SCALE
8%
5%
6%
9%
7%
6%
12%
12%
10%
14%
14%
13%
19%
21%
19%
38%
41%
46%
COMPOOTERS
TABLETS
MOBILE
MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE
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#SMX #12B @bigalittlea
DEVICE AGE & GENDER
9%
22%
20%
12%
25%
25%
15%
19%
16%
22%
16%
16%
26%
10%
11%
17%
8%
11%
TABLETS
MOBILE
COMP
18-24 25-34 35-44 45-54 55-64 65+
MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES
69%
63%
56%
31%
37%
44%
Female Male
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#SMX #12B @bigalittlea
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
COMPUTERS MOBILE TABLETS
DEVICE DEMAND CURVE
SUN MON TUE WED THU FRI SAT
NOBODY OWNS A HOME COMPUTER ANYMORE
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#SMX #12B @bigalittlea
DEVICE CONVERSION CURVE
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
COMPUTERS MOBILE TABLETS
SUN MON TUE WED THU FRI SAT
MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY
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#SMX #12B @bigalittlea
DON’T KILL TABLETS
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#SMX #12B @bigalittlea
SHOULD YOU SEGMENT CAMPAIGNS BY DEVICE?
I SURE WILL BE...
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#SMX #12B @bigalittlea
DBA AFTER EFFECTS tablet cpc’s will plummet to the tune of 70% computer cpc’s should lift by ~10% create segmented campaigns with caution
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#SMX #12B @bigalittlea
CHANGE IS USUALLY A GOOD THING WHEN YOU’RE PREPARED
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#SMX #12B @bigalittlea
THE FUTURE?
ALL ABOUT AUDIENCE.
#SMX #12B @bigalittlea
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#SMX #12B @bigalittlea
SEE YOU AT THE NEXT #SMX!
THANK YOU!