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Growing Paid Search Through Innovation

Growing Paid Search Through Innovation. Colton Weaver VT/NH Marketing Group 2019. Inspire the world to love the adventure and wonder of nature. Orvis’ Pillars Of Innovation. Account Structure. Communication. Testing. Omni-channel Support. The Basics. What is Paid Search?.

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Growing Paid Search Through Innovation

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  1. Growing Paid Search Through Innovation Colton Weaver VT/NH Marketing Group 2019

  2. Inspire the world to love the adventure and wonder of nature.

  3. Orvis’ Pillars Of Innovation Account Structure Communication Testing Omni-channel Support

  4. The Basics. What is Paid Search?

  5. What Is Paid Search? Paid search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages (SERPs). Paid search works on a pay-per-click model, meaning you do exactly that – until someone clicks on your ad, you don't pay. – Search Engine Land

  6. Ad Facets and Quality Scores: Product Listing Ads (PLAs) use the following features: Special Offers (promotion extensions) Call Outs Google Star/Product Reviews Texts Ads are comprised of the following: Headline 1, 2, & 3 Description 1 & 2 Extensions Callouts Sitelinks Call Promotional 3 1 1 2 3

  7. How Orvis flipped a dying Paid Search business into one of its major profit centers • Account Structure • Communication and Collaboration • Test Everything • Omni-channel support Out with the old, in the with new.

  8. Account Structure. Simplicity Works Best

  9. Step 1: Account Structure • Tips On Setting Up Your Account Hierarchy • Keep it simple • Branded Search Terms* • Nonbrand Search Terms • Shopping (PLAs) • Use your website hierarchy as a model • Campaign = category • Ad Groups = subcategory • Keywords = products related to that subcategory • Know your organizations performance goals • Increase traffic • Increase orders • Increase brand awareness

  10. Step 1: Account Structure Cont. • Tips For Keyword Match Types • Exact Match: [keyword] • Most cost effective and hyper targeted • Broad Match: +keyword • Allows for a more generalized reach • Phrase Match: “Phrase” • Helps includes searches that include misspellings Broad Match Broad Match Exact Match

  11. Communication. You Can Never Ask Too Many Questions

  12. Step 2: Innovation Beings With Communication Walking the line towards an agile marketing platform and team

  13. Challenge the Process

  14. Testing and Optimization. Fail Fast and Fail Often

  15. Step 3: Test Everything • Account Experiments • Landing page experiences • Automated bidding strategies • Audience list targeting • A/B Copy Testing • Used for seasonal or promotional copy • Demographic and Geographic targeting • Gender, Age, Marital Status • Locations (city, state, zip) • IF Statements & Keyword Capturing (URL hacks)

  16. Step 3: Test Everything Cont. • Tips For Campaign Optimizations: • Create a data library • Continuously test copy (create a healthy ad rotation) • Test into new Google strategies and platforms, don’t just take their word for it • Automated bidding strategies • Continue to refine audience list targeting (observation -> targeting) • Remarketing list search ads (RLSA) • Dynamic search ads • Increase conversion rate with campaign experiments • During high spend time periods set up day parting to drive healthy traffic to your site

  17. Omni-channel Support. One Team Working Towards One Goal

  18. Step 4: Know Your Data Understanding the consumer journey and how that impacts your data is critical to maintain a healthy ROI Understanding the losses gains from different attribution models Know your customer’s journey – how are they engaging with paid ads but other programs as well Become your own digital marketing analyst – learn basic ratios and concepts to help make more innovative decisions Optimize towards an Omni-channel ROI

  19. Step 4 Cont.: Online To Offline Conversions Increase digital spending to optimize traffic for consumers searching online and buying in store lift in revenue when we targeted our spend in areas where we have brick and mortar retail stores compared to areas we did not +24%

  20. Step 4 Cont.: Circulation Schedules, Emails, Commercials, & More Increase digital spending to optimize traffic during weeks of increased multimedia is present. Adversely decrease spend in categories where media is soft

  21. Step 4 Cont.: Budget Accordingly Knowing the ebb and flow of your business will help effectively plan your expense budgets.

  22. Resources. SEM Is Changing & So Should Your Strategies

  23. Tips and Resources: • Google Ads Academy: • Free lessons and certification exams for Google’s main platforms • Paid Search Blogs • Search Engine Land • Think With Google • SEM Rush • Your Team/Agency • Google help forums, articles, and call center (Google it)

  24. Thank you. coltcweaver@gmail.com

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