Take advantage of Google and Bing’s latest innovations for

your SEA campaigns

June 25th 2014

Pierre KICIAK@pkiciak @jvweb

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

Google & Bing innovations

Agenda1. Google

1. Gmail Sponsored Promotion2. Enhanced elements3. Extensions4. Audience & Search5. Shopping6. Automatic features

2. Bing - in partnership with1. Rich Ads in Search2. Sitelinks3. Enhanced campaigns4. Expanded insight by request

3. The future trends

4. Q&A

1. Google

1.1. Gmail Sponsored Promotion

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 ».

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 ».

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)

1.1. Gmail Sponsored Promotion

Reporting interface

1.2. Enhanced Elements

1.2.1. Enhanced campaigns

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:

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

1.2.2. Cross-device tracking

1.2.2. Cross-device conversion tracking

What?

=

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

1.2.3. Enhanced Sitelinks

1.2.3. Enhanced Sitelinks

Key featureMore visibility for your brand!

More attractive ads

+ 30% on CTR

1.3. Extensions

1.3.1. Form Extensions

1.3.1. Form extensions

Form Extension Addition of a qualification form Redirection to an adapted page of destination

(based on URL parameters).

1.3.1. Form extensions

Form Extension3 possible scenarii:

Zip codeAddition of the ZIP

code in the URL

SearchSaves the request generated by the

visitor and launches an internal search

Request « refinement »Refines a requests by

grabbing:- Destination

1.3.1. Form extensions

Form ExtensionResults

More attractive ads

+ 7% on CTR

Shorter conversion funnel

+ 13% on conversion rate

1.3.2. Review Extensions

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 …)

1.3.2. Review Extensions

Review ExtensionResults

More attractive ads

+ 66% on CTR

Shorter conversion funnel

+ 5% on conversion rate

1.3.3. Call out Extensions

1.3.3. Call-Out Extensions

Call-out extensionDisplay 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)

1.3.4. Consumer Ratings Annotations Extensions

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

1.3.5. Site snippets annotations Extensions

1.3.5. Site snippets annotation Extensions

Extension site snippets annotations Finds automatically interesting data in your site Shows them in your ad

1.4. Audience

1.4.1. Remarketing Lists for Search Ads (RLSA)

How it Works

1.4.1. Remarketing lists for search ads (RLSA)

First, the merchant addsthe unique remarketing tag tothe 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 adsmore attractive in search results targeted specifically for this user.The user makes a new search on Google and a specific remarketingad appears directly in SERP.

1

2

3

4

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

1.4.2. Demographics for Search Ads (DFSA)

1.4.2. Demographics for Search Ads (DFSA)

Demographics For Search AdsFilter 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 yourvertical through their browsing- offer a different landing page to women and men

1.5. Shopping

1.5.1. New Shopping Campaigns

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

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

1.5.2. PLA – New version

1.5.2. PLA New Version

Automatic change towards V2

1.5.2. PLA New Version

Local PLA

1.6. Automation

1.6.1. ROAS Bidding Strategy

1.6.1. ROAS Bidding Strategy

What? A strategy sharable for a whole account

ROI set up guaranteed

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

1.6.2. Scripts

1.6.2. Scripts

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

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.

1.6.2. Scripts

Bids according to the weather1. Create a Google document with the weather data2. Sign in to the « Open Weather Map » service (example)3. Script will use the Google doc data to impact your campaigns

Fonctionne au niveau de la campagne, mais pas au niveau des groupes d’annonces.

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.

2. Bing

2.1 – Rich Ads in Search

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)

2.1. Rich Ads in Search

What? - Examples

<- Favicon + 80x60 image + Sitelinks

Expandable video + Logo + Sitelinks ->

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

2.1. Rich Ads in Search

Testimony

Who: Alex Beard, Value brands marketing manager

Video Interview to be added, key elements:

2.2 – Sitelinks

2.2. Sitelinks

What? Additional links appearing below your ad (similar to Google)

Only 1 title per sitelink (no « enhanced version »)

2.2. Sitelinks

Pros & Cons

5 links instead of one

Increased visibility

Increased CTR

Impossible to be 100% sure their appearance

2.2. Sitelinks

Testimony

Who: Alex Beard, Value brands marketing manager

2.3 – Enhanced campaigns

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

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

2.3. Enhanced campaigns

Testimony

Who: Alex Beard, Value brands marketing manager

Video Interview to be added, key elements:

2.4 – Expanded insight by request

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.

2.4. Expanded insights by request

Pros & Cons

A complete list of requests

Bing for once differentiating itself positively from Google

2.4. Expanded insight by request

Testimony

Who: Alex Beard, Value brands marketing manager

3. The future trends

3. The future trends

Search will not be only about keywords

Paid search = Keywords + Audience + Themas + personal history + personal CTR….

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!

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

4. Q&A

Questions

646, rue Marius Petipa34000 MontpellierFrance

facebook.com/JVWEB

Contact

pierre@jvweb.fr

+33 (0)4 30 96 76 80

Pierre KICIAK @pkiciak