ASK PPC HERO ANYTHING:THE SEARCH PARTNER PROBLEM
APRIL 28, 2014
April 28-30, 2014
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
OVERVIEW
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH PARTNERS
AN ANALOGY
ACTUAL RESULTS PAGE.
SEARCH PARTNERS.@ecouch11
AN ANALOGY
JUST LIKE SEARCH PARTNERS.
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HOW DO YOU FIGURE?
WELL.
LET’S TAKE A LOOK.
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THE GOOGLE RESULTS PAGE
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THE SEARCH NETWORK
THIS IS A SEARCH NETWORK AD.
ITS METRICS ARE ROLLED IN TO YOUR SEARCH NETWORK METRICS.
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THE SEARCH PARTNER…
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THE SEARCH PARTNER?
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THE SEARCH PARTNER!
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RIGHT HERE.
…AT THE BOTTOM OF THE PAGE.
THE MYSTERY DEEPENS…
HMM…
THAT AD LOOKS FAMILIAR.
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THE MYSTERY DEEPENS…
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GOOGLE RESULTS PAGE AD
AMAZON RESULTS PAGE AD
THE MYSTERY DEEPENS…
THAT AMAZON AD IS ALSO CONSIDERED A SEARCH NETWORK AD.
ITS METRICS ARE ALSO ROLLED IN TO YOUR SEARCH NETWORK METRICS.
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THE MYSTERY RESOLVED
IT ALSO HAPPENS TO BE LOCATED AT THE BOTTOM OF THE PAGE.
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THE PROBLEM
FROM A HIGH-LEVEL VIEW, THIS MUDDIES YOUR SEARCH NETWORK METRICS.
FOR INSTANCE, YOU MIGHT ACCIDENTALLY THINK YOUR AVERAGE POSITION IS 1.5…
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THE PROBLEM
WHEN IT’S ACTUALLY FAR MORE COMPLICATED.
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THE PROBLEM
SEARCH PARTNERS = TWICE THE IMPRSSIONS, HALF THE CLICKS.
A CTR THAT RESEMBLES DISPLAY.
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THE PROBLEM
BECAUSE IT CAN THROW OFF YOUR BIDDING DECISIONS AT THE KEYWORD LEVEL.
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A DIFFERENCE IN AVG. POSITION OF 2.8!
SO WHAT CAN WE DO?
WE CAN SPLIT OUT GOOGLE SEARCH VS. SEARCH PARTNER AVERAGE POSITION.
YOU CAN DO THIS WITH THE “SEGMENT” BUTTON WHEN PERFORMING BIDS.
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THE QUESTION
WHY CAN’T WE JUST TARGET SEARCH PARTNERS ON THEIR OWN?
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THE ANSWER
YOU CAN…
ON BING.
(IT’S AN AD GROUP-LEVEL SETTING.)
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THE ANSWER
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RIGHT HERE.
THE OTHER QUESTION
BUT WHAT ABOUT GOOGLE?
YOU CAN ONLY OPT OUT OF ADVERTISING WITH SEARCH PARTNERS.
YOU CAN’T TARGET THEM SPECIFICALLY.
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UNLESS...
UNLESS YOU’RE VERY CLEVER.
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GO ON, I’M LISTENING…
HAVE YOU EVER NOTICED THOSE SUPER-LONG, SUPER-WEIRD QUERIES IN YOUR SEARCH TERM REPORT?
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I HAVE!
ME TOO!
BUT SERIOUSLY. WHO IN THEIR RIGHT MIND WOULD SEARCH FOR THIS:
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SURPRISE!
THE ANSWER IS THAT THEY DIDN’T.
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YOU’RE KIDDING
IT’S A SEARCH PARTNER.
SPECIFICALLY, A SEARCH PARTNER PRODUCT PAGE.
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SPECIFICALLY…
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THIS ONE.
DROPPING BOMBS
AND THAT “QUERY” SHOWS UP BECAUSE THE PRODUCT PAGE HAS ADS ON IT.
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SPECIFICALLY…
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RIGHT HERE.
DROPPING MORE BOMBS
AT THE BOTTOM OF THE PAGE.
AGAIN.
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DROPPING MORE BOMBS
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THE TAKEAWAY
YOU CAN ADD THOSE KEYWORDS IN AS NEGATIVES TO EXCLUDE THAT TRAFFIC.
YOU CAN ALSO ADD THEM IN AS EXACT MATCH TO TARGET THEM SPECIFICALLY.
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THE TAKEAWAY
GIVING YOU AN UNCONVENTIONAL WAY TO SEGMENT SEARCH PARTNER TRAFFIC.
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WRAP UP
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH PARTNERS
@ecouch11
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
@ecouch11
THANK YOU!
@ecouch11