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RU 630 360 Direct Marketing - Search Opportunities

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Search Opportunities (Auctions and the Growth of Paid Search; Bidding Strategies in Google Ads for Search)● Google’s Mission○ “Google’s mission is to organize the world’s information and make it universally accessible and useful.”● Google’s Search○ Relevancy… Right Information○ The only platform that wants you to leave quickly.● Let’s Talk Search!○ Anatomy of a Search Page■ Query - search query text input by the consumer■ Shopping Ads - E-commerce shopping results based on a product feed■ Paid Text Results - Search ads bought through the Google Ads auction■ Organic SEO Results - Web pages returned by the Google search engine algorithm (optimized through site’s SEO)● How Does The Auction Work?○ Ad Rank = Bid + Quality Score + Expected impact of ad formats■ A higher Ad Rank makes your keywords more competitive in the auction and generally increases impression volume.● Account Structure & Keywords○ Broad (formal shoes > dressy shoe sale)■ Allows you to show on similar phrases and relevant variations○ Modified Broad (formal shoes > fancy shoes)■ Match type feature with greater reach than Phrase and more control than Broad.○ Phrase (“formal shoes” > cheap formal shoes)■ Matches exact keyword phrase, potentially with other words before or after that phrase.○ Exact (formal shoes > formal shoes)■ Only serves for exact queries● Account Structure○ Campaign #1 ■ Ad Group #1 > Keywords > Ad #1 & Ad #2■ Ad Group #2 > Keywords > Ad #3 & Ad #4● Search Ad Structures○ Text Ad Structure● Ad Extensions & Goals○ Goal: Get customer to buy from your business location■ Location Extensions■ Affiliate Location Extensions■ Callout Extensions○ Goal: Get customers to contact you■ Call extensions○ Goal: Get people to download your app■ App extensions○ Goal: Get customers to convert on your website■ Sitelink extensions■ Callout extensions■ Structured snippet extensions■ Price extensions● Leverage Targeting for Search○ Search Targeting Options■ Network Targeting:● Google.com● Search Partners■ Location Targeting:● Countries● Nielsen DMAs● Cities● Zip Codes● Radial Targeting■ Language Targeting:● English● Spanish● 40 + Others■ Device Targeting:● Computers● Tablets● Mobile■ Ad Schedule Targeting:● Time of Day● Day of Week■ People Targeting:■ Gender■ Age■ Affinity Audiences■ Household Income● Types of Search Ads○ Text Search Ads■ Text ads on the Search Network show above and below Google search results. ■ It has three parts:● Headline text● Display URL● Description text○ Dynamic Search Ads■ The easiest way to find customers searching on Google for precisely what you offer.■ Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns.■ Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches, experiencedelays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.○ Call-Only Search Ads■ Call-only ads are designed to encourage people to call your business, and can appear only on devices that make phone calls.■ When a potential customer clicks your ad, the ad places a call to you from their device.● Brand & Performance: Value of Search○ Query Types ■ Non-Brand Search ● Generic searches for a topic without any reference to a specificbrand or trademark, generally used as a research tool to find information, advice, and inspiration.● E.g. “movie night snacks”, “candy cheesecake recipe”■ Brand Search● Specific searches explicitly containing a brand name or trademark, used by consumers to learn about a brand, its products, and where to buy.● E.g. “M&Ms”, “Snickers Cheesecake”● Selecting Business Objectives○ Brand Search■ Drive online sales○ Non-Brand Search■ Drive in-store sales■ Reach new consumers■ Defend and grow share● Search is the #1 Drive of Site Traffic○ Aggregate■ 1st Party Data (Capture site traffic data to fuel your CRM/1st party data strategy)○ Analyze■ 3rd Party Data (Use your rich 1st party data to identify common consumer interests/affinities which you can activate through audiences)○ Activate■ Drive Efficiency (Apply your 1st party data to drive media reach and efficiency for your core consumers across channels)● Search Strategy for Brands○ Achieving Modern Search excellence.■ Define (your brand objective, strategy and goals)■ Plan (your media strategy)■ Capture (consumer demand)■ Measure (close the loop on your results)● Define Your Brand Objective○ As search spans across the entire consumer journey, we have narrowed it down to two key objectives for planning.■ Reach New Consumers● Increased Awareness and Consideration to Drive Long-Term Sales■ Drive Sales● Capture Purchase Intent to Drive Short-Term Sales○ Key Strategic Questions to Refine the Purpose of Your Goal:■ Reach● How often is your brand present when consumers search for your brand and the categories that matter?■ Reaction● How well is your brand using data signals and messaging to target and engage the most valuable audience?■ Relevance● How closely are the content and user experience aligned to theneeds and expectations of consumers?● Planning Your Media Strategy○ Optimal Equity Coverage to Build Connections■ Identify the touchpoints/search terms in the consumer journey that areimportant for your brand to own/lead/compete/participate based on your equity & content strategy for your key categories.○ Working with 3rd Party Retailers■ Brand● Brand-specific queries■ D2C/3rd Party Retailers● Brand + Intent-specific queries■ Vertical Examples: Auto, Tech, CPG, Beauty● Capturing Consumer Demand○ Responsive Search Ads Drives Efficiency■ Simplicity● Save time by creating one ad with multiple headlines and description options to let Google Ads show the most relevant message to your customers.■ Flexibility● Create flexible ads that adapt to device widths that could show up to three headlines and two descriptions, giving you more room to share your message to potential customers.■ Control● You still provide all headline and description content. For advertisers who need more control, you can


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