SMX West 2014: Breathing Life Into A Tired Campaign

Christi J Olson
Sr Manager, Online Partner Marketing
Breathing New Life Into A
Tired Paid Search Campaign

@ChristiJOlson #SMX #31B
Sometimes it can feel like you’re doing the same things,
over and over and over… and you’re not seeing results.
1

Change your perspective, look at the opportunities ahead
2

New Job
Old Campaign
Same Job
Same Old
Campaign
Tired / Bored
Employees
3
Many reasons why a campaign could use a refresher….

Signs that your campaigns might need a facelift…
4
Year over Year performance is up…Everything is good, right?

If the market or your competitors are growing faster than
you….
5

Ask the Search Engines about your Market Share, find out
why it is changing and what you can do about it.
6
Your Market Share
Your
Competitors
Market Share

SO WHAT CAN YOU DO?
7

Take a step back…
8
Evaluate your campaigns as if you were a new employee or
an agency just taking over the campaigns.

Start with the basic marketing questions…
9
Audience
Value
Prop
Stage in
Buying
Cycle
Price

Start with the basic marketing questions…
10
Audience
Value
Prop
Stage in
Buying
Cycle
Price
Understand your customers:
• Create a customer profile
What makes your brand unique?
• Differentiating factors
Develop messaging to support your
price points.
Budget  Mid-sized Luxury
Understand how to target users at
different stages in the buying cycle.
Awareness  Research  Purchase

Then dig into the specifics for Paid Search…
ALWAYS
ROOM TO
OPTIMIZE &
DO
SOMETHING
NEW
Account
Structure
Targeting
Ad Copy Betas
Testing
Bid
Optimization
11

When was the last time you….
12
• evaluated your SEM campaign & ad group structure?
• reviewed or updated targeting (geo, language, ad targeting) options?
• checked your ad delivery options or your ad copy rotation options?
• managed lists for negative keywords and placements?
• tested new ad formats?
• developed a test plan for ad copy, landing pages, device targeting, etc?
• compared your SEM performance by device type to your overall sites device
performance?
• compared your SEM performance to SEO performance and see where you
overlap and where there are gaps?

Account Structure is always a work in progress.
13
Develop a schema to organize your keywords.
Make it flexible so it can adapt and change over time.
* These are all examples, not actual BB account structure

Don’t accidently exclude 21% of the population via campaign
language settings.
14
Are you only targeting English speakers in the US? You could miss out on 21% of US visitors.
US Census 2010; http://www.census.gov/prod/2013pubs/acs-22.pdf
English, 79%
21%
French, 3.5%
Spanish, 62%
German, 2% Russian, 2%
Chinese, 5%
All Other,
18%
Korean, 2%
Vietnamese, 2%
Tagalog, 3%
Italian, 1%
FIX: Create campaigns targeting foreign languages & multi-lingual keywords
2010 Census Data: Breakdown of Languages Spoken in US

Are you missing out on impressions due to Ad Delivery options?
15
FIX:
• If you aren’t reaching your daily budget, adjust your ad delivery to accelerated delivery.
• Evaluate conversion data to see if Day Parting makes sense for specific campaigns.
Reduce bids during hours with little to no conversions.

Are you missing opportunities in Mobile traffic & Apps?
16
• How does SEM compare to other Marketing
channels or the entire site?
• Are you under indexing in mobile traffic?
How to fix if mobile is under indexed:
• Increase your mobile bid modifier
• Start with best performing desktop
campaigns.
App Extensions & App Promotion Ads:
• Use App Extension to drive app downloads
and installs
• Only one App Extension per text ad
• Use App Promotion Ads to promote your app
in similar apps

Are you not giving consumers the right options?
17
Why use site links?
• Own more real estate on the search results page
• Cross sell products or highlight special promotions
• Help people find what they’re looking for
Take Advantage of:
• Scheduling features (State & End Dates, DOW, Time of
Day)
• Mobile specific site links

Do you have physical storefronts that you aren’t promoting?
18
Why use Local Extensions?
• Help customers find your physical store locations
How to set up Local Extensions:
• Link your Google Places to your Adwords Account
• Add a location extension in campaign settings

What if the problem is you… or your employees?
19

Take a closer look as to why….
20

If it’s your team members or your direct employees…
21
Provide opportunities to
CHANGE THINGS UP

If you’re the one that’s bored…
22
Try to figure out what motivates and excites you…
Sometimes What
You Need
Is Change

Take what you know… Apply it to other marketing channels.
23
This is what I manage today.
It’s not SEM. I love SEM, but after 7 years I needed a different challenge.
Transferable Skills from SEM:
• Developing bidding algorithms
• Optimizing millions of unique items
• Competitive analysis
• A/B & Multivariate testing
• Landing page optimization
• Ad Copy & offer optimization
• Partner management
• Working on a cross functional team
And so much more…

SMX West 2014: Breathing Life Into A Tired Campaign

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SMX West 2014: Breathing Life Into A Tired Campaign