ionSearch 2012

Peter Whitmarsh

Search Laboratory

Newer Google Features Presented By: Pete Whitmarsh

Dynamic Remarketing

• Allows for dynamic insertion of

products into remarketing

banners

• Based on users’ interaction with

your website

Product Listing Ads

Interest Category Marketing

• Great if you have a specific interest to target

£££

Similar Users

PPC Structure for Retail

Using Ad Group Negatives to Control Traffic

Presented By: Pete Whitmarsh

The Problem

• Search terms for a keyword of +dresses

Search Phrase Impressions Clicks CTR Convs Conv Rate

dresses 2370000 50000 2.11% 1330 2.66%

dress 2600000 43000 1.65% 1230 2.86%

cheap dress 470000 30000 6.38% 560 1.87%

red dress 1100000 20000 1.82% 80 0.40%

red maxi dress 260000 18000 6.92% 200 1.11%

black minidress 400000 7000 1.75% 120 1.71%

designer dresses 120000 6000 5.00% 120 2.00%

silk dresses 280000 3000 1.07% 70 2.33%

size 10 dresses 30000 2000 6.67% 5 0.25%

new look dresses 22000 1500 6.82% 20 1.33%

prom dress 110000 1200 1.09% 20 1.67% debenhams dresses 20000 1000 5.00% 5 0.50%

The Problem

• Hundreds of different search terms

triggering this keyword

• Loads of these search terms are

actually keywords in the account

anyway

The Problem

• How do we even begin to optimise this?

Bid decisions Wrong

CTR Poor

Landing pages Poor

Quality score Poor

Keyword reporting

Wrong

The Solution

Well thought-out ad group negatives

Example

Dresses

Brand

Gucci

D&G

Primark

Colour

Red

Black

Pink

Quality

Cheap

Designer

High End

Style

Maxi

Mini

Prom

Negatives

• Think about the priority of negatives when

setting up

• Where should a search phrase ‘cheap red

maxi dresses size 10 uk’ be?

– Dresses (Head terms)

– Dresses >> Colours >> Red

– Dresses >> Style >> Maxi

– Dresses >> Quality >> Cheap

Priorities

• We should have a pecking order such as

Brand > Style > Colour > Quality > Head Terms

Priorities

Brand > Style > Colour > Quality > Head Terms

• Then when setting up we know that:

– ‘Gucci’ can be negated in the style, colour, quality &

head terms groups

– ‘Red’ can be negated in the quality & head terms groups

Priorities

Brand > Style > Colour > Quality > Head Terms

• So now we know that ‘cheap red maxi dresses size

10 uk’ can only go to one place

• Maxi is negated in everything below style so it has

to go to the style ad groups