Behind the Search Award Win
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What goes into winning a UK search award.
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Behind the Search Award Win
- 1. BEST PPC CAMPAIGN THE PIGEON JUST GOT FUNKIER Guy Thornton Digital Marketing Director www.found.co.uk
- 2. OUTLINE THE PIGEON JUST GOT FUNKIER We’ll walk through the whole campaign covering: Objectives Phase 1: Maximising Search Phase 2: Adding Audiences Phase 3: Expanding Reach Results & Summary
- 3. OBJECTIVES
- 4. “DELIVER A 40% UPLIFT IN SALES WITH A 40% REDUCTION IN SPEND”
- 5. USING A NUMBER OF CHANNELS Driven by data and insight, we focus on creating truly effective marketing campaigns where all channels of paid media were fully aligned - ensuring every ounce of effort was synced and leveraged by the next. SEARCH SHOPPING RLSA DISPLAY ANALYTICS DFSA GMAIL VIDEO We understand the importance of matching the right message to the right moment / channel. We implement tracking and build out custom data-driven attribution reporting to enable us to continuously make bigger and better decisions every day. ACROSS ALL DEVICES
- 6. STRATEGY
- 7. USING ANALYTICS, WE IDENTIFIED KEY AUDIENCE SEGMENTS WITH HIGH CR & ROI
- 8. Ensure Paid Search and Shopping campaigns were fully optimised with best practice creative, keywords, structure and real-time bidding strategies. Layer on RLSAs, DFSAs and Analytics Audiences to service the middle of the funnel by driving consideration for non-converting site visitors. Incorporate awareness channels such as Display, TrueView and Gmail Ads and measure the cross-channel uplift these had on a first- interaction model. 1 2 3 OUR 3-PHASED STRATEGY
- 10. CREATIVE 1. Ensuring all creative was optimised to individual Father’s Day keywords played a pivotal role in increasing QS and decreasing CPCs. 2. Constantly testing different CTAs and extensions in the build up to Father’s Day. 3. Separate discount code creative was served to certain high converting audiences. 4. A full range of snippets, call outs and review extensions were tailored specifically for Father’s Day.
- 11. KEYWORDS 1. The Father’s Day build out was extensive, with 3 campaigns, 350 ad groups and over 1,400 keywords. 2. Thorough Search Query Reporting from 2016, combined with keyword research, ensured all Father’s Day queries were built out. 3. Found adopted a ‘target and bid’ approach with RLSAs to increase our broad generic coverage to returning users. 4. Extensive negative keyword lists implemented to reduce wasted spend and increase ROI. What we did Full account restructure Keyword detox Match type aggregation Long tail build out
- 12. SHOPPING 1. Extensive feed optimisation, and a well built out campaign structure, facilitated in Shopping contributing to 30% of the revenue figure on a last-click model. 2. Duplicating Shopping campaigns to layer non-converting RLSA audiences with a discount code through Merchant Promotions. What we did Feed optimisation Merchant promotions RLSA integration
- 13. Reporting Bidding Creatives Alerts AUTOMATION & EFFICIENCIES What we did Key script implementation Bespoke script creation Continual script updates Standard 24 hour bidding schedule, mobile page speed, budget capping, impression boosting, underperforming ad review, quality score review, bid testing, URL checker, zero impression alarm, changes in CTR, campaigns over CPA, Competitor monitoring Bespoke SQR Performance review Competitor monitoring TV schedule mobile bid modifiers
- 15. Demographics for Search Ads (DFSAs), allowed Found to upweight their search bid modifiers for the high converting audience of females between the ages of 25-34 Duplicate campaigns were also built so that discount codes and customised messaging could be shown to this specific segment. Working in tandem with DFSAs was RLSAs HYPER-TARGETING: DEMOGRAPHICS What we did Full demographic review Granular audience segmentation Bid adjustment implementation Ongoing optimisation
- 16. Found used extensive Analytics data and audience profiling to drive a retargeting strategy on TrueView, Gmail and the GDN. This cross-platform approach enabled Found to capitalise on users moving across multiple devices and channels Contextual factors, such as onsite content, location and time of day, was combined with behavioural metrics, such as time onsite, session duration, and number of sessions, to create hyper targeted audience lists and creative HYPER-TARGETING: BEHAVIOUR What we did Audience profiling Granular audience segmentation Automated bidding- RTB Ongoing optimisation
- 17. HYPER-TARGETING: LOOKALIKES Once the fundamentals had been addressed, we used similar audiences and customer match to grow and refine the account. Similar audiences look at data coming from your existing remarketing audiences and finds new and qualified consumers who have shared interests with that audience. It's an extremely powerful way to reach a much larger audience and drive clicks and conversions among new prospects.
- 19. TARGETED EXPANSION Conversions Total Impressions, Brand Awareness, Engagements & Reach Video, Content Promotion Paid Social, & Display Paid Search RLSA-Retargeting Targeted Impressions, Engagements & Assisted Conversions Programmatic display Direct media buys YouTube and Facebook Video advertising Layering on top of the sophisticated and optimised high intent and retargeting campaigns, we activated new channels such as social and video to broaden the reach and begin to deliver the right message to the right audience much earlier on in their purchase path.
- 20. PROGRAMMATIC DISPLAY TrueView, Display and Gmail ads were all layered with core demographics, location and devices. What we did Audience insights from GA Automated bidding for real-time bidding Utilising In-Market, Custom Affinity, Contextual and Similar audiences Placement refinement Direct buy planning through ‘Display Planner’
- 21. TrueView 87% YouTube specific audience lists created for search and remarketing. Users who had actively watched a Funky Pigeon TrueView ad were added into a separate list with aggressive bid modifiers. We found that users who engaged with TrueView creative were 3x more likely to convert on a generic keyword.
- 23. 23 +1763% ROI +35% CR +129% Clicks +210% Sales KEY METRICS: 2016 Father’s Day Performance
- 24. “WE HAVE BEEN VERY PLEASED WITH THE PERFORMANCE, ENERGY AND ATTENTION TO DETAIL THE FOUND TEAM HAVE GIVEN US” JAMES ATKINSON, FUNKY PIGEON
- 25. THANK YOU. Guy Thornton Digital Marketing Director guy@found.co.uk www.found.co.uk
Hinweis der Redaktion
- In raw performance terms, Found were challenged to deliver a year-on-year uplift in sales of 40% and improve or, at minimum, maintain ROI for Father’s Day. All this with a budget of £88k, a 41% reduction from what they spent the previous year. Historically, Funky Pigeon’s Paid Media mix consisted solely of Paid Search and TV. Found knew that if they were to hit their objectives, they would need to incorporate and integrate additional awareness and consideration channels into their existing Paid Search performance strategy.
- In raw performance terms, Found were challenged to deliver a year-on-year uplift in sales of 40% and improve or, at minimum, maintain ROI for Father’s Day. All this with a budget of £88k, a 41% reduction from what they spent the previous year. Historically, Funky Pigeon’s Paid Media mix consisted solely of Paid Search and TV. Found knew that if they were to hit their objectives, they would need to incorporate and integrate additional awareness and consideration channels into their existing Paid Search performance strategy.
- Capturing the high converting traffic from search was pivotal in achieving a 35% increase in conversion rate. Extensive feed optimisation, and a well built out campaign structure, facilitated in Shopping contributing to 30% of the revenue figure on a last-click model. Found also duplicated their Shopping campaigns to layer non-converting RLSA audiences with a discount code through Merchant Promotions, further increasing Shopping conversion rates by 17%.
- In terms of standard Paid Search, over 350 ad groups were built out so that every possible Father’s Day card and gift query was built out. This was done through a combination of SQRs from previous years, combined with research from Keyword Planner. Extensive creative testing and negative keyword expansion was carried out which allowed us to deliver an average Quality Score of 9, which was a key player in decreasing CPCs by 74%.
- In terms of standard Paid Search, over 350 ad groups were built out so that every possible Father’s Day card and gift query was built out. This was done through a combination of SQRs from previous years, combined with research from Keyword Planner. Extensive creative testing and negative keyword expansion was carried out which allowed us to deliver an average Quality Score of 9, which was a key player in decreasing CPCs by 74%.
- Reports Bidding Alerts Advanced Creatives
- Bid only Use multiple audiences and adjust accordingly Use analytics so you can take audiences to another level using behavioural targeting – number of sessions, pages viewed, time on site Target and bid Tailor the ads and change the keywords
- Impact Increase assisted revenue Increase brand recall Increase traffic Increase cookie pool
- In December 2010, Google rolled out a new advertising model for its YouTube videos - True View. The key philosophy behind this change is to increase engagement, and decrease wastage. Advertisers pay only when viewers choose to watch your ads, and not when an impression is served. Viewers only watch ads they find interesting or relevant, and this generates a source of highly targeted traffic to your video ads. The end result is increased engagement for reduced expenditure test and syndicate on-site content Once the True View campaign finished, Digital Director sales dropped by 90% across Paid Search, Organic sales also significantly dropped. Based on these findings our True View Campaign was extremely successful at not only building awareness but building intent which positively impacted all channels.
- Found achieved a whopping 210% increase in YoY revenue, while increasing Funky Pigeon’s ROI a massive 1700%. Further, Found adopted techniques, including GA post-impression tracking beta, that ensured that our activity and approach was a step above the competition. The success from both paid search and display activity has strengthened the relationship between Found and Funky Pigeon has seen the partnership go from strength to strength.