Europe’s top two search engines have been going toe to toe with feature updates to their commercial search opportunities at such break-neck speed that it is hard to keep up. Pierre will be covering the most impressive innovations that Google and Bing have released to date including cross-device tracking, targeting return on ad spend, location targeting options, review extensions, image extensions and rich ads in search. There will also be time for what he thinks will be the big news in 2014.

1. Take advantage of Google and
Bing’s latest innovations for
your SEA campaigns
June 25th 2014
Pierre KICIAK
@pkiciak @jvweb

2. Google & Bing innovations
Agenda v1
 Gmail sponsored promotion
 Form extensions
 Review extensions
 Call-out extensions
 Enhanced sitelinks
 Consumer ratings annotation (beta)
 Site snippets annotation (beta)
 DFSA
 PLA update
 Scripts
 Enhanced campaigns
 New shopping campaigns
 Cross-device tracking
 RLSA
 New location targetting options
 Image extensions
 ROAS bidding strategy
 Rich Ads in Search
 Sitelinks
 Enhanced campaigns
 Expanded insight by request
 Attribution model
 In-Market targetting
 Ad Placeholders
 The future trends
 Q&A

3. Google & Bing innovations
Agenda
1. Google
1. Gmail Sponsored Promotion
2. Enhanced elements
3. Extensions
4. Audience & Search
5. Shopping
6. Automatic features
2. Bing - in partnership with
1. Rich Ads in Search
2. Sitelinks
3. Enhanced campaigns
4. Expanded insight by request
3. The future trends
4. Q&A

4. 1. Google

5. 1.1. Gmail Sponsored Promotion

6. 1.1. Gmail Sponsored Promotion
How does it work?
Your GSP ad appears in GMail, above, below and on the right side of an email being
read.
These ads are called « teasers ».

7. 1.1. Gmail Sponsored Promotion
How does it work?
When you click on the teaser, a page, similar to an email, appears in the middle of
the screen. This page similar to a zoom is called « the HTML ad ».

8. 1.1. Gmail Sponsored Promotion
Advantages
 Multicriteria targetting of Gmail users,
based on:
– The content of emails received (presence of brands, keywords, URL…)
– Demographic criteria
 Strong visibility for your ads,
– Still few advertisers/competitors present
– Innovating adformat generating a good awareness
 Incremental business opportunity VS your competitors,
– access more restricted than AdWords
 Invoices based on CPC (with a minimal monthly spend)

9. 1.1. Gmail Sponsored Promotion
Reporting interface

10. 1.2. Enhanced Elements

11. 1.2.1. Enhanced campaigns

12. 1.2.1. Enhanced campaigns
What?
 1 campaign for all devices (Computers, tablets & mobile phones)
 Bid adjustments by device, location or time
 Sitelinks: size extended + set up possible by AdGroup
The spirit:

13. 1.2.1. Enhanced campaigns
Pros & Cons – Testimony with our client
 Faster and more secure campaign
management
 Improved performance thanks to wider
space taken on SERP
 Brand: Generated global good results
(+95% CTR and -6% CPC)
(on mobiles: CPC -7% and CTR + 50%)
 Impossible to create pure mobile SEA campaigns
anymore
 Impossible to set up device specific URLs
 Not very friendly if you use 3rd-party optimization
tools
 Generics saw a CPC growth of 44% and a CTR down to
57% (on mobiles: CPC +128% and CTR -61%)
After 4 months: Average CPC on mobiles is nearly back
to pre-enhanced level with a similar CTR

14. 1.2.2. Cross-device tracking

15. 1.2.2. Cross-device conversion tracking
What?
=

16. 1.2.2. Cross-device conversion tracking
Pros & Cons
 First step in cross-device
analysis
 No additional cost
 Helps identify the real impact
and value of SEA thanks to
indirect sales (along cross-
channel analysis)
Estimation provided only for
visitors using Google
Need visitors to be logged on
their account on all devices
 Still an estimation

17. 1.2.3. Enhanced Sitelinks

18. 1.2.3. Enhanced Sitelinks
Key feature
More visibility for your brand!
More attractive ads
+ 30% on CTR

19. 1.3. Extensions

20. 1.3.1. Form Extensions

21. 1.3.1. Form extensions
Form Extension
 Addition of a qualification form
 Redirection to an adapted page of destination
(based on URL parameters).

22. 1.3.1. Form extensions
Form Extension
3 possible scenarii:
Zip code
Addition of the ZIP
code in the URL
Search
Saves the request
generated by the
visitor and launches
an internal search
Request « refinement »
Refines a requests by
grabbing:
- Destination

23. 1.3.1. Form extensions
Form Extension
Results
More attractive ads
+ 7% on CTR
Shorter conversion funnel
+ 13% on conversion rate

24. 1.3.2. Review Extensions

25. 1.3.2. Review Extensions
Review Extension
« review extension » = addition of a quote below your ad
– External source only
– Validation delay: variable as human,
– Recent (no review older than 12 months)
– Visible on an external site
– Open to all advertisers (outside of gambling, adult industry, etc …)

26. 1.3.2. Review Extensions
Review Extension
Results
More attractive ads
+ 66% on CTR
Shorter conversion funnel
+ 5% on conversion rate

27. 1.3.3. Call out Extensions

28. 1.3.3. Call-Out Extensions
Call-out extension
Display of an additional line of information directly in the ad to push dedicated
offers or services
– Speaks about very specific data of your offers
(Dimensions, price, conditions…)
– Redirection towards one landing page
(VS AdSiteLinks multi url)
– Complementarity with AdSiteLinks
(Call-out + AdSiteLinks can be combined)

29. 1.3.4. Consumer Ratings Annotations Extensions

30. 1.3.4. Consumer Ratings Annotations Extensions
Consumer Ratings Annotations (US, UK & Canada)
 Shows average ratings given by your clients on 3 criteria.
 These rates are collected by the Google Consumer Survey service
(At least 1 000 ratings needed)
More attractive ads
+ 10% on CTR

31. 1.3.5. Site snippets annotations Extensions

32. 1.3.5. Site snippets annotation Extensions
Extension site snippets annotations
 Finds automatically interesting data in your site
 Shows them in your ad

33. 1.4. Audience

34. 1.4.1. Remarketing Lists for Search Ads (RLSA)

35. How it Works
1.4.1. Remarketing lists for search ads (RLSA)
First, the merchant adds
the unique remarketing tag to
the whole Website.
The visitor is thus driven back to the store, potentially with a dedicated
message or offer displayed only to retargetted people.
A visitor comes to the site, but does not buy
anything.
Google ranks this user in a remarketing list
based on pages he visited.
The merchant uses this information to provide later AdWords ads
more attractive in search results targeted specifically for this user.
The user makes a new search on Google and a specific remarketing
ad appears directly in SERP.
1
2
3
4

36. 1.4.1. Remarketing lists for search ads (RLSA)
Pros & Cons with our client
 Mixes strengths of SEA & retargetting
 Allows safer tests on competitive keywords and
those with with lower conversion rates
 Identification of new semantic fields typed by
visitors
 19% of additional revenue generated through RLSA
 2014: Dedicated offers for retargeted visitors have
allowed us to reach and maintain a conversion rate
equal to 78% of the brands conversion rate
 Needs the addition of a tag on
the merchant’s site

37. 1.4.2. Demographics for Search Ads (DFSA)

38. 1.4.2. Demographics for Search Ads (DFSA)
Demographics For Search Ads
Filter the viewers of your AdWords ads
According to demographic and behavioural elements:
✓ History of sites visited by the audience,
✓ CTR,
✓ Conversion rates.
Optimisations are possible through:
✓ bids,
✓ adtexts,
✓ pages of destination.
Examples:
- bid only on the people having shown interest in the past to your
vertical through their browsing
- offer a different landing page to women and men

39. 1.5. Shopping

40. 1.5.1. New Shopping Campaigns

41. 1.1.2. New Shopping campaigns
What?
Before After
-Targeting possible by product ID,
type, brand, condition, label or
group
-Possibility to add standard keyword
targeting
-New « Product groups » & « Products » tabs:
-More targeting options:
-Only negative keywords can be added

42. 1.1.2. New Shopping campaigns
Pros & Cons
 Retail-centric campaign
management
 Competitive landscape data
(Benchmark CTR and max CPC)
 Loss of the keyword approach
 Less control on ads delivery:
requests can be monitored
mostly only after being shown

43. 1.5.2. PLA – New version

44. 1.5.2. PLA New Version
Automatic change towards V2

45. 1.5.2. PLA New Version
Local PLA

46. 1.6. Automation

47. 1.6.1. ROAS Bidding Strategy

48. 1.6.1. ROAS Bidding Strategy
What?
 A strategy sharable for a whole account
 ROI set up guaranteed

49. 1.6.1. ROAS Bidding Strategy
Pros & Cons
 Automatic bidding
 Fast set-up
 Very useful to quickly limit
negative results
 Not suitable for a new campaign (at
least 30 conversions during the latest 30
days are needed)
 Based only on AdWords conversion data
(not Analytics => be careful with
attribution)
 It’s… automatic => it knows no
seasonality or tracking issues

50. 1.6.2. Scripts

51. 1.6.2. Scripts
Scripts presented aren’t provided by Google.
A script wrongly set up can cause damage.

52. 1.6.2. Scripts
Bids according to the weather
 Fact: some businesses are deeply affected by weather and temperature (drinks,
clothes…)
 Target: Modify bids according to the weather in selected areas.

53. 1.6.2. Scripts
Bids according to the weather
1. Create a Google document with the weather data
2. Sign in to the « Open Weather Map » service (example)
3. Script will use the Google doc data to impact your campaigns

54. 1.6.2. Scripts
Activation depending on stocks
 Target: Pause adgroups/campaigns dedicated to products currently out of order =
ROI improvement
 How it works: The script checks the page of destination and makes sure that the
product is still available. Desactivation/Reactivation is automatic when the product
is available again.

55. 2. Bing

56. 2.1 – Rich Ads in Search

57. 2.1. Rich Ads in Search
What?
 New ad format with AdText + Sitelinks + Media:
– Image
– Video
– Search box
 100% Voice share guarantee on brand/brand+generics
 Position #1 guarantee
 Higher CPC expected (x2 VS standard ad)

58. 2.1. Rich Ads in Search
What? - Examples
<- Favicon + 80x60 image + Sitelinks
Expandable video + Logo + Sitelinks ->

59. 2.1. Rich Ads in Search
Pros & Cons
 No risk of seeing a reseller or
competitor appearing above
you on brand requests
 Higher CTR
 Global revenue generated on
brand increased
 Important CPC increase not
completely justified
 Long setup: format not
managed by the Bing desktop
tool

60. 2.1. Rich Ads in Search
Testimony
 Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key elements:

61. 2.2 – Sitelinks

62. 2.2. Sitelinks
What?
 Additional links appearing below your ad (similar to Google)
 Only 1 title per sitelink (no « enhanced version »)

63. 2.2. Sitelinks
Pros & Cons
 5 links instead of one
 Increased visibility
 Increased CTR
 Impossible to be 100% sure
their appearance

64. 2.2. Sitelinks
Testimony
 Who: Alex Beard, Value brands marketing manager

65. 2.3 – Enhanced campaigns

66. 2.3. Enhanced campaigns
What?
 1 campaign, 3 possible devices
 Flexibility on device targetting: 1, 2 or 3 in whatever combination you prefer
 Automatic bid adjustment by device

67. 2.3. Enhanced campaigns
Pros & Cons
 Possibility to target
independently one device
(contrary to Google)
 Bid adjustments integration
directly from AdWords
 An intelligent AdWords feature
copy… but a copy nevertheless

68. 2.3. Enhanced campaigns
Testimony
 Who: Alex Beard, Value brands marketing manager
Video Interview to be added, key elements:

69. 2.4 – Expanded insight by
request

70. 2.4. Expanded insights by request
What?
 Do you know AdWords is able to provide a report about actual requests that
generated impressions of your ads?
 Do you know this report is always incomplete and ignoring particularly the
impressions with 0 clicks… which would be very useful to identify new negative
keywords and improve your CTR?
 Do you know Bing Ads now gives you access to this data? That’s Expanded insight
by request.

71. 2.4. Expanded insights by request
Pros & Cons
 A complete list of requests
 Bing for once differentiating
itself positively from Google

72. 2.4. Expanded insight by request
Testimony
 Who: Alex Beard, Value brands marketing manager

73. 3. The future trends

74. 3. The future trends
Search will not be only about keywords
Paid search = Keywords + Audience + Themas + personal history + personal CTR….

75. 3. The future trends
Search will not be only about …words
 New formats mixing
words and pictures will
become more and
more frequent
 Both leaders have
tested solutions:
– PLA & Image
extensions for Google
– RAIS for Bing/Yahoo!

76. 3. The future trends
Paid search will mix with external data
 Influence of offline communication
 Real-time global communications strategies
 Third-party data (weather, Analytics…) will get
more and more impact on real-time bidding
in search
=> More accurate and personalized results

77. 4. Q&A

78. Questions

79. 646, rue Marius Petipa
34000 Montpellier
France
facebook.com
/JVWEB
Contact
pierre@jvweb.fr
+33 (0)4 30 96 76 80
Pierre KICIAK @pkiciak