London • 10–13 February 2014 • #SESLON @SESConf

Your PPC MasterplanPutting It All TogetherArianne DonoghueMamas & PapasSEM & Social Marketing Manager

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Our Challenge

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Conversion Overlap

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

A single user journey

• How do you find the incrementality of PPC?• How do you work out if it was profitable?

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Show of hands

• Do you have a “small” budget?• Have you been asked to prove incrementality?

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Let’s talk about…

1. Finding opportunities in existing channels

2. How do you report on this?

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Finding Opportunities

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Product Listings Ads

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Product Listings Ads

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Product Listings Ads• If you’re selling products rather than a service,

these are a must• Use your product feed and the available

options in Adwords to help you stand out

• Google: Getting Started• My 2013 SES Presentation

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Site Search

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Site Search• High-converting terms may represent an

opportunity (particularly if they’re high volume too!)

• Work these back to potential search queries (e.g “tights” – should this be maternity or baby?)

• Check your organic ranking and build list of target keywords

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Adwords + WMT

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Adwords + WMT• Understand the relationship between paid &

organic• Look for new paid keyword opportunities• Understand if PPC & SEO combined = more

traffic• Helps with [not provided]• How to use this report

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

GA Demographics & Interests Reports

• Draw insights based on gender, age, interests or a combination of the above

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

GA Demographics & Interests Reports

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

GA Demographics & Interests Reports

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

GA Demographics & Interests Reports

• Target customers you know are more likely to convert

• Feed this into GDN campaigns and other Display-based activity

• Use that budget smarter!

• For more information on set-up etc, visit here

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Display Network• Ties in nicely with your Interest/Demographic

insights• Utilise Remarketing to help your ROAS• Helps influence customers earlier in their

purchase journey• Ensure you have a robust way to track this

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Bing

• Lower competition levels• Yahoo Bing Network searchers spend 68%

more than Google searchers worldwide**comScore qSearch (custom), March 2013.

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Reporting

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Background

• Tested PPC several times before• Results looked good in isolation• Not been able to prove incrementality• Only eroded SEO & Direct sales

• Wanted to understand the worst-case scenario of what PPC delivers

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Process

June: Started with PLAs

Added key categories, e.g.

“Rocking Animals” or “Nursery Furniture”

October: Turned on Brand

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Process• Wanted to understand the incremental effect

of not just PPC, but Brand

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Considerations• No attribution• Same session only sales• Sales from all channels• Made adjustments to our Direct figures–Worked out an 80/20 split for PPC/other

sources–Rounded this down to 50/50

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Grouping The Data

Split out PLAs

The entire period when PPC was live

Branded PPC

Event Branded

Event No Branded

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Benchmarking• To baseline and give an idea of trends, we

used:– Fiscal 2012 Average– Fiscal 2013 to date–Quarter 1 2013

– Looked at total retail sales, incl stores–Also analysed web only sales from

Coremetrics

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Onto the results!

Comparison periods:

• Fiscal 2013 v Fiscal 2012• PPC Live v Q1 2013• Branded PPC v Q1 2013• Branded PPC v PPC Live• Company Event v PPC Live• Company Event Branded v Non-Branded(PPC Gain – Loss in SEO) + Increase in Direct = RESULTS

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Fiscal 2013 v Fiscal 2012

• Loss from Organic search not recouped by PPC• Including additional revenue from Direct

helped• Ended up with a small loss

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

PPC Live v Q1 2013

• Loss in Organic is balanced by the gain from PPC

• Including the 50% share of Direct growth=

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Branded PPC v Q1 2013

• The loss from Organic is lower than the gain delivered by PPC

• Factor in Direct growth• Our strongest result!

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Branded PPC v PPC Live

• This helped us understand if Brand cannibalisation was worth it

• PPC recouped the Organic loss (and then some!) straight away, + Direct

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Company Event v PPC Live

• How does general PPC compare to a period when the site is up anyway?

• PPC delivered only 40% of the loss on Organic• But the growth in Direct still made it work

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Company Event Branded v No Branded

• Does running Brand during company events drive additional revenue?

• Gains in PPC 2.5x higher than loss in Organic• Factor in Direct growth:

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Was it profitable?

• In short, yes!• Depending on the comparison

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Summary• PPC is worth doing• Particularly Brand• Especially during busy periods• Want to do more testing!– Understand by category– Do more testing outside of sale

London | 10–13 February 2014 | #SESLON | @SESConf

@ariannedonoghue

Key Takeaways

1. Look for the gaps and exploit them!

2. Get a clear understanding of how your PPC is fitting together with your SEO

3. Formulate your own testing/reporting plan to prove the benefit of PPC