paid search tips - smx israel 2015 - mark ginsberg
TRANSCRIPT
Paid Search TipsMark Ginsberg – DriveHill Media
Campaign Optimization• Dozens or hundreds of campaigns• Need to review settings of lots of campaigns
at the same time• Quickly and efficiently compare campaign
settings• Great for new accounts as well as periodic
account maintenance• Make sure you have regular maintenance
scheduled for all campaigns
Driv
eHill
Med
ia
SMX
Isra
el 2
015
2
Campaign Optimization• Campaign Dimensions Report• Dimensions > View: Campaign Details• Tip – do this from the default view
when first entering account, not from within a particular campaign – view is cross campaign
• Add relevant columns for what you are trying to review
Driv
eHill
Med
ia
SMX
Isra
el 2
015
3
Campaign Optimization• Items you can view here cross campaign:• Performance data• Conversion data
Plus a whole lot more
• Attributes: networks, bid strategy, bid strategy type• Negative keywords: raw numbers, shared lists• Extensions: sitelinks, phone numbers, apps• Bid adjustments – mobile, schedule, location
Driv
eHill
Med
ia
SMX
Isra
el 2
015
4
Campaign Optimization
• Set campaign state as a column, so you can filter for campaign state to Enabled
• This account uses sitelinks, bid adjustments, negative keywords
• Want a few performance metrics as well to judge importance, size, and activity of campaigns
Driv
eHill
Med
ia
SMX
Isra
el 2
015
5
Campaign Optimization
Driv
eHill
Med
ia
SMX
Isra
el 2
015
6
Campaign Optimization
Driv
eHill
Med
ia
SMX
Isra
el 2
015
7
Campaign Optimization
Driv
eHill
Med
ia
SMX
Isra
el 2
015
8
Google Shopping• Google Merchant Center• Agencies can have multi
client Merchant Center accounts – you just have to apply for it
• Product Feeds from site• Feed optimization
• Connection to Adwords• Set up shopping campaigns
in Adwords
Driv
eHill
Med
ia
SMX
Isra
el 2
015
9
Google Shopping• Not like regular Adwords – don’t bid
on keywords• No broad match, phrase match, exact
match - NADA• Targeting based on product catalog• Optimize your catalog- titles and
descriptions of products should be primary focus
• Bidding based on product catalog
Driv
eHill
Med
ia
SMX
Isra
el 2
015
10
Google Shopping• Bidding based on product catalog• Brand > Category > Product Type >
Condition• Bestsellers campaign• Specific Item ID’s• Custom label
• Campaign priority in settings• High, medium, low
Driv
eHill
Med
ia
SMX
Isra
el 2
015
11
Living in a Keywordless World• Google Shopping is like all the other CSEs• Amazon Product Ads (a”h), Bing Shopping,
Nextag, Shopzilla• Bidding is based on catalog and not
keywords• Targeting refinement and keyword targeting
$a <> $b = Negative Keywords are the shiznitch!• Campaign Level
• Individual• Shared Lists
• Ad group Level
Driv
eHill
Med
ia
SMX
Isra
el 2
015
12
Living in a Keywordless World• Matched Search Query Reports• Lots of different ways to get to the search queries
Adwords1. Navigate to specific campaign2. Keywords Tab > Search Terms or
Dimensions Tab > Search Terms3. Customize Columns for relevant data
Driv
eHill
Med
ia
SMX
Isra
el 2
015
13
Living in a Keywordless World• Problem with this method• Can’t associate matched
search queries with individual products or items in the feed
• Merchant center to the rescue?• Get product data from feed
for review• Can see paid clicks• No matched search query
data
Driv
eHill
Med
ia
SMX
Isra
el 2
015
14
Living in a Keywordless World• Google Analytics Data to the Rescue?• Acquisition > Adwords > Shopping Campaigns
Can drill down based on dimension, but can’t get search queries
Driv
eHill
Med
ia
SMX
Isra
el 2
015
15
Living in a Keywordless World• Alternative View in Google Analytics –
Landing Page• Behavior > Site Content > Landing Pages• Create Custom Segment to view specific
Shopping Campaigns (filter by Sessions)
Driv
eHill
Med
ia
SMX
Isra
el 2
015
16
Living in a Keywordless World
Driv
eHill
Med
ia
SMX
Isra
el 2
015
17
Living in a Keywordless World• Add in Secondary
Dimension – Matched Search Query
• Use Advanced Filters to search through matched search queries to find patterns in the data and terms to add for negative keywords
Driv
eHill
Med
ia
SMX
Isra
el 2
015
18
Living in a Keywordless World
Driv
eHill
Med
ia
SMX
Isra
el 2
015
19
Living in a Keywordless World
Driv
eHill
Med
ia
SMX
Isra
el 2
015
20
Paid Search• Determine the business goal and questions you are trying to
answer first• Figure out how to get the data from the various tools available at
your disposal• Adwords• Analytics• Other Google properties• Internal Databases and resources
• Review campaigns and data and refine accordingly• Do this review on a regularly scheduled basis
Driv
eHill
Med
ia
SMX
Isra
el 2
015
21
Stay in Touch• Mark Ginsberg• CEO/Founder – DriveHill Media• @markginsberg• Skype – msginsberg• Google+ - don’t even bother• Email – [email protected] Dr
iveH
ill M
edia
SM
X Is
rael
201
5
22