PPC

Make More of Your Google Data in 2015

[vc_row][vc_column width=”3/4″][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJhZGR0aGlzX3Rvb2xib3glMjBhZGR0aGlzX2RlZmF1bHRfc3R5bGUlMjBhZGR0aGlzXzMyeDMyX3N0eWxlJTIyJTNFJTNDJTJGZGl2JTNFJTBBJTNDc2NyaXB0JTNFJTJGJTJGJTIwJTNDJTIxJTVCQ0RBVEElNUIlMEF2YXIlMjBhZGR0aGlzX2NvbmZpZyUyMCUzRCUyMCU3QiUyMmRhdGFfdHJhY2tfYWRkcmVzc2JhciUyMiUzQXRydWUlN0QlM0IlMEElMkYlMkYlMjAlNUQlNUQlM0UlM0MlMkZzY3JpcHQlM0UlMEElM0NzY3JpcHQlMjBzcmMlM0QlMjIlMkYlMkZzNy5hZGR0aGlzLmNvbSUyRmpzJTJGMzAwJTJGYWRkdGhpc193aWRnZXQuanMlMjNwdWJpZCUzRHJhLTUzOTFmZmZjNjI0Mzk1NjclMjIlM0UlM0MlMkZzY3JpcHQlM0U=[/vc_raw_html][text_output]The end has come (not literally – the Mayans cocked that up already) so Ben ‘the knowledge’ Knight rounds off his blog post today some sage words on analytics and reporting.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Video Analytics[/custom_headline][text_output]Video analytics in AdWords for video.

Until recently advertisers looking for info on how their videos performed In AdWords for video, would need to jump over to YouTube Analytics for that data.

Google’s revamp of Video reporting offers more YouTube Analytics-style performance metrics within Adwords which allows a greater focus on video creative performance to overall campaign management and optimisation.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5508″][text_output]As the above chart shows, the new Video Analytics page prominently features a visualisation of video views, split by paid and non-paid to give a holistic sense of how your video is doing. The page also brings the powerful audience retention graph to Adwords (formerly only available in YouTube Analytics). This allows fine-tuning of creative by visualizing when audience interest waxes and wanes.

For example, are you seeing a steep viewer drop-off at a certain point in the video? Does this warrant a re-cut of the video to hold interest longer?[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Mobile Reporting[/custom_headline][text_output]Last click attribution on mobile isn’t the key metric to look at – ever!

Google tells us that 65% of decisions start on mobile and end elsewhere –  not in itself a headline as everyone knows that mobile is essential.

It is an immutable fact however that user behaviour changes over time. It is consistent therefore that we as advertisers must change how we measure conversion rates

Croud are currently working with Google to promote a new way of thinking for mobile measurement. As a rough summary of the main change:

The Old School[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5509″][text_output]The New World Order[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5511″][text_output]The main benefits of this are:

  • We can account for traffic shifts to other devices by measuring in-device conversions as % of all visits across all devices
  • We can allow for movement of users across devices on paths to conversion and enables comparison of CvR over time

Looking at the measures side by side you can see how your effort and focus will change. The impact of running activity is shown below: the first table shows misleading results using the old calculation whereas the second table shows a positive change in overall conversions delivered by making use of the new calculation.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5512″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Google Scripts[/custom_headline][text_output]Bid by weather

A number of Croud’s clients e.g Netflix, SealSkinz and Marshalls Seeds (to which we challenge you to name a better example of a product range influenced by weather and seasonality) are hugely affected by the climactic conditions of our oft-inclement shores.

The first stages are always to target some initial areas and overlay available data, to understand where there is a clear correlation we can utilise. Based on this data we can execute bid strategies and alternate messaging based on how hot, cold, wet, dry or volcanic a day or a weekend is.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5513″][text_output]Ad Parameterisation

Development of creative for sales promotions, events, new product launches, tickets or new film releases using countdown messaging gives you the opportunity to try highly relevant standout messaging on the search landscape without risking Quality Score of creative through reimplementation.

Here is an Example

Netflix are launching a new series called ‘Breaking Bod’ on Feb 1st so want to set a count down to the event. To do this, we don’t need to create a separate data file. We can put the date of the event directly in the ad text we write:

Breaking Bod New Series
www.netflix.com
Follow on from hit Breaking Bad
Breaking Bod launches in 16 days {=COUNTDOWN(“2015/02/01 09:00:00”)}

If someone sees the ad on 15th January (16 days before the event), it would look like this:

[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5534″][text_output]Quality Score Monitoring

As we know Quality score is one of the most important factors for PPC and provides another example of Google scripts use. One method is to implement rules so Quality Score across all areas can be automatically monitored to flag specific trends and ensure that both issues and opportunities are recognised as early as possible. A huge benefit to anyone managing PPC activity![/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]In Summary[/custom_headline][text_output]Search is getting better with every passing year. There is a real science to it but it needn’t be over complicated.  The best advice we can give you is to make sure that either your agency or your appointed search geek is taking advantage of every product available that can make a meaningful difference to the bottom line.

The one question we ask at Croud before every trial, beta or push is

“if this was my money how would I spend it and would I do this”

 

HNY Geeks!

 

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