Published on February 20th, 2013 | by Paul Morris0
SES Conference 2013 – Day 2
Well it’s day 2 of SES and I had a blast. Some above average sessions however also some great networking, 1 amazing encounter and 1 great session hence worth going to + without further ado here’s day 2 (I should have been a rapper).
Note: This post is primarily for me with a sideward nod to you the reader. If the below doesn’t make sense, yet it sounds geekily interesting, then get in touch for a chin wag.
Maximising Real Time Marketing Opportunities
@olisnoddy – Head of Planning for Twitter
I’ve seen much of the dec before hence did not learn that much.
The key takeout for me was how unique the UK is from a mobile Twitter usage standpoint:
- 10 million active users in the UK
- 80% access Twitter UK on a mobile (the US of A is ‘only’ 55%)
- 66% of UK Twitter users use Twitter while watching TV
- 40% of all Twitter traffic around peak time is about TV
Now if these stats do not showcase the opportunity of tying Twitter advertising (above and below the line) in with dual screening and targeting people in the moment then I do not know what does.
Done Right & Wrong
Guy Levine from Return On Digital and a particularly insightful Dax Hamann from Chango took control.
‘What is the stalking line’. You really need to find the level of acceptable retargeting and do not go near it. I liked the (very) broad advice of 7 X 7 (7 impressions per day for 7 days).
Some less obvious retargeting applications:
- Deals (if these are targeted and varied = less ad fatigue)
- Product launches
- Recruitment e.g. on Facebook by hitting a really defined pool of people
- Obtain reviews (to aid PPC and SEO in particular)
- Increase Social following
Let’s not just think of retargeting as going after people who have visited our site.
Some retargeting applications:
- Obviously those who have visited your site previously but not converted
- Social e.g. those people who have looked at similar social content/ sites = look a likey data prospecting
- Swapping data pools/ pixels with related companies in your eco system e.g. ski resorts swop data with airlines and with hotel providers
- Search Retargeting – That person might have never visited your site however you can retarget people who have searched for relevant ‘stuff’ on sites in the Bing/ Yahoo/ Google network
- Facebook (FBX) – New dynamic cpm’s where you can use your Search cookie pool to retarget on Facebook
- Programmatic site retargeting = the filthy stuff. This embeds logic and rules to change creative and media buying rules accordingly. So target different creative + message + spend differently based on the perceived value of that individual.
Interesting view from Chango (it concurs with my own however was not expecting him to be honest) is that view through retargeting attribution in Display should probably be as low as single digit %.
Oh my word. I got to sit next to Eric Enge (@stonetemple), have a 15 minute chat with him and then add in to his hour+ advanced PPC session (I thought you were supposed to be star struck with celebs!?)
Eric (we are now on first name terms and, he doesn’t know it yet, but I’m going to his for Tea next week) is a dude.
Generally start out a new campaign with Modified Broad match (with obvious negatives included of course) to understand synonyms and keyword search potential and refine from there.
Some nice tools: SEM Rush, Compete, Hitwise, ComScore, Spyfu, AdGooRoo and AdThena.
Kenshoo & Marin are comparable (each with their own nuances). Often though if you get big in the spend department then think of creating an in house solution.
Bing Webmaster Tools recommended for actual numbers (yes they are clearly going to be smaller than Google WMT but then Bing WMT do not all end in ’00’ which = funny) and getting around the ‘not provided’ curse.
On the topic of ‘not provided’ it’s a good idea to take all your provided data and build a table of queries against your Not Provided and apply %’s. Whilst clearly not 100% accurate Eric believes the 2 data sets will broadly have exhibited the same search behaviour thus you once again have a full data set to analyse.
Click Fraud is a bigger issue than I thought in other markets e.g. Russia. Competitors will often click on your ads to exhaust your budget and drive up searches (when their ads are down) that will drive down your CTR and thus impact your QS. Once they have crippled you they will put their ads back up and bitch dominate you.
Earned Link Strategies
Leveraging tools, ideas and people
A waste of an hour as I knew it all (sounds cocky but true)
…I lie. I had not heard of Link Prospector from Garrett French before.
Insider Tips for Ad Optimisation
A nice session but really from a ‘aren’t Sales Force & Shop Direct doing a good job of PPC’ than of learning much new…..
- They really focus on campaign granularity for relevancy and match types.
- They now tie PPC into margin
- A 2012 full account restructure resulted in less reliance on head terms, more focussed long tail ads (that aided CTR and, to a lesser degree, conversion rates) and greater utilisation of relevant site links
- Google seller ratings really aided Very.co.uk. Very.co.uk were hovering around 3.9/ 5 (and you need 4/5 to show up) and by engaging the social team (Google+) and Email team (asking for reviews) they got many more reviews and went over the 4/5 threshold
- +1 social extension usage has really aided CTR
- Collect + has enabled Shop direct to gain a foothold in the local listings. He slightly downplayed this however I think it’s genius and he’s just not making a big thing of it due to confidentiality reasons and how much it has aided their PPC strategy
- Shop Direct have tested brand bidding and found it does offer small incremental benefits hence they are going to continue to engage in the activity
- They are working on a weighted attribution model across device however are not there yet
- Big believers in dynamic keyword insertion
- Big believers in segmentation within display targeting and then producing super targeted ads off the back of the segmentation.
- Sales Force have proven that there display activity really aided Brand term searches that in turn aided CTR than in turn aided brand term conversion rate that in turn aided sales. She basically stated the obvious (yet we still forget sometimes don’t we!) that you need to measure and report back on uplift across acquisition channel activity