New PPC Best Practices in an Enhanced Campaign World

1. Don’t be eaten by the
EC Wave… Ride it!
New PPC Best Practices In An Enhanced Campaign World
Sergio BORZILLO, Head of PPC (UK)

2. We can adjust the bids according to each signal
EC: not only a useful change…
Time Audience Location Device

3. …but a needed one!

4. possibilities
There are countless
to consider!
The Bad News…

5.  How to go about granularity and testing?
 How to adjust bids according to the contexts?
 How to adjust bids/ad copy according to the type of
customers?
So the key challenges we face…

6. Do not rush it!
 The very minimum is 1 week, we usually do 2 or 3 weeks
Focus on relevant data!
 If you have less than 100 clicks on your dataset, don’t waste
your time, apply upper level bid modifier
It is all about testing…

7. The magic formulas

8. Geo Bid Adjustment = (Avg. Campaign CPA / Geo Specific CPA) – 1
Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1
Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Hour ) – 1
The Formulas for Bid Adjustment
Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of Specific Day ) – 1
Basically, if the Specific CPA is good, push your bids!

9. Geo Bid Adjustments

10. …or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.
Geo Bid Multiplier
Refer to different tools
Google Trends
Google Analytics
Google AdWords

11. Geo Bid Multiplier
Approach to bid adjustments
Bids to be adjusted based on location performance
Each location will need to have different bid levels
Geo Bid Adjustment = (Avg. Campaign CPA / Geo CPA) – 1

12. Geo Bid Multiplier
Granularity Example: Travel Client
Before EC, 2013 vs 2012: CPA OK but - 46% enquiries

13. Geo Bid Multiplier
Granularity Example: Travel Client
After EC, 2014 vs 2013: CPA OK and +102% enquiries
No changes in the campaign structure, just a focus on best performing locations

14. Device Bid Adjustments

15. Device Bid Multiplier
Before you start, ask the right questions:
Key questions
 Is your site mobile friendly?
 Do you have physical stores?
 What role plays mobile in your conversion funnel?
 What is your degree of flexibility on your CPA target?

16. Device Bid Multiplier
Where to get the data?
…or your bid management tool if you use one e.g. Marin, DS3, Kenshoo etc.
Google Analytics
Google AdWords

17. Device Bid Multiplier
Export performance data and apply the formula
X2 the Desktop/Tablet CPA
Mobile Bid Multiplier = (Mobile CPA Target * 100 / Historical Mobile CPA )–1

18. Hour / Day Bid Adjustments

19. Hour / Day Bid Multiplier
Key Considerations
 Unless you are a very local oriented business, changes will be
marginal
 A strong Analytics and Attribution Model is key to analyse success
 It is not rocket science: test it!

20. Daily Bid Multiplier
Export performance data and apply the formula
To achieve a £11.61 CPA
Hourly Bid Multiplier = (Avg. CPA Entire Week / CPA of specific hour ) – 1
See link to the Excel file on the Appendix

21. Hourly Bid Multiplier
Export performance data and apply the formula
Actual CPA
To achieve a £11.61 CPA
Daily Bid Multiplier = (Avg. CPA Entire Week / CPA of specific day ) – 1

22. Hour of the day Bid Multiplier
Case Study – Service Provider
Part 3

23. Take Aways
Bid Optimisation DOs and DON’Ts
 DO: Keep changing and testing
different setups
 DO: Try to disprove
theories/strategies
 DO: use the bid adjustment to
exclude/include traffic
completely, i.e. if a campaign has
ad copy only meant for traffic
from London, (Location: UK
except London -100%), it can be
used to diversify ad copy
 DON’T: Settle to quickly on a bid
strategy
 DON’T: Rush testing
theories/strategies correctly

24. Audience Bid Adjustment

25. Easy to implement (Short Term)
Good to get a feeling and start testing
Little implementation time
BUT
Could reduce traffic on existing
campaigns
More time to implement (Long Term)
Quicker reporting and assessment
Good to isolate very generic terms
BUT
You need to exclude the list from Non-
RLSA campaign
RLSAs
The big question: How to go about RLSAs?
RLSA
Specific
Campaign
Overlay
Existing
Campaign
59%
Top
keywords
should be the
focus

26. RLSAs
The key audience lists…
Test different time durations e.g 1-5 days vs 180 days and bid aggressively
Site Visitors Product Viewers Basket Leavers Existing Customers Non Clients
Improving CR Increase CR Increase CR
Increase Customer
LTV
Acquisition

27. New Customers
RLSAs
Tailor Ad Text
Other Ideas: Reviews, return policy, client satisfaction etc.
Existing Customers
Special first time savings and offers etc.
Incentivising repeat custom, business card,
loyalty scheme etc.
Or maybe offer a
discount (with code)
to someone who has
not purchased in the
last 90 days?

28. RLSAs
Tailor Ad Text: RESONATE with the user – you want to
STAND OUT
Someone views an Ametis
double bed
User searches for ‘best double
beds’ the next day
We deliver a super targeted ad
that builds on the user’s
previous site behavior

29. Be
Creative
RLSAs
Broaden Keywords: Do not stop to at the obvious!
Targeting previous site visitors with broad keywords to
persuade pre-qualified traffic…
‘house renovation’ ‘deals for the house’
‘buying a
flat’
‘moving home’
How about combining DSAs with a Remarketing Audience?
Reduce the Risk!

30. RLSAs
RLSAs DOs and DON’Ts
 DO: Create audience lists, even
basic ones. It is all about creating
large enough lists that will affect
account performance.
 DO: Try to disprove
theories/strategies
 DO: Use negative remarketing as
a way to attract new customers.
 DON’T: Create elaborate
remarketing
strategies/setups to soon, start
with the
big drivers.
 DON’T: Rush testing
theories/strategies
correctly
Think
outside
the box…
…and be
smart!

31. Key Take Aways

32. Never take your eyes off the main focus: your audience
Take Aways
What to take with you today…
… 3 Key Points
There is NO set strategy when it comes to bid management
Do not go too granular too soon. Start broader and fine tune after
1
2
3

33. Take Aways
Thank you!
Getting in touch:
Sergio Borzillo,
Head of PPC UK
Direct: +44 207 80 29513
Mobile: +44 758 11 90421
Email: sergio.borzillo@netbooster.com

35. A few links…
Illustration on page 1
http://www.wallpapersshop.net/wallpaper/wave-shark-surfing-surfer-teeth-
water/
Smart Geographic Segmentation & Bidding With Enhanced Campaigns
http://searchengineland.com/smart-geographic-segmentation-bidding-
with-enhanced-campaigns-163113
How To Determine Your Hourly Bid Multipliers In AdWords
http://searchengineland.com/how-to-determine-your-hourly-bid-
multipliers-in-adwords-155878
How To Use Day Parting In Google Analytics To Optimize Your Budget
http://searchengineland.com/how-to-use-day-parting-in-google-analytics-
to-optimize-your-budget-92977