Brighton-SEO-Performance-Max-Presentation-External

Transcript

1. Performance Max: Total Search Strategies Emily Schaffer dentsu @emily-schaffer-1997
2. “TOTAL SEARCH MEANS NO MATTER WHERE THE CUSTOMERS ARE WE GIVE THEM THE RIGHT ANSWER” - dentsu Total Search Team 2023 -
4. How has Performance Max impacted Total Search?
5. This left us with compromised limited holistic search data
6. Since then, after a lot of feedback, Google have enhanced reporting and insights
7. Performance Max Development November 2021 o Launch of Performance Max October 2022 o Search Term Reports and Search Themes introduced o Budget pacing insights released July 2022 o Seasonality adjustments, data exclusions, and video asset enhancements November 2022 o Brand controls and insights December 2022 o Page Feeds introduced for more targeted website traffic January 2023 o Negative Keywords feature introduced
8. So what controls do we have today?
9. TOOLS & INSIGHTS
10. SEARCH TERM REPORT - CONTENT CREATION STRATEGIES
11. Search Term Report – Interface Example
12. STEPS TO USING SEARCH TERM DATA PMAX Search Term Review Organic Gap Analysis Content Creation
13. SEARCH THEMES - REACTIVE PPC BIDDING
14. Search Themes – Interface Example
15. Search Themes 1 2 3 Steps to alignment on using organic insight to guide intuitive bidding
16. SEO + PPC data alignment Se ar ch th e m e im ple m en tati on PM AX Sea rch Ter m Rep orti ng Search Themes 1 2 3 Steps to alignment on using organic insight to guide intuitive bidding
17. SEO + PPC data alignment Search theme implementation PM AX Sea rch Ter m Rep orti ng Search Themes 1 2 3 Steps to alignment on using organic insight to guide intuitive bidding
18. SEO + PPC data alignment Search theme implementation PMAX Search Term Reporting Search Themes 1 2 3 Steps to alignment on using organic insight to guide intuitive bidding
19. USING PAGE FEEDS - TARGETING CONTROL
20. Page Feed Insights – Interface Example
21. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
22. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
23. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
24. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
25. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
26. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
27. Organic Reporting 7 Pause Search campaigns 6 Negate category from PMAX 5 Turn on ACA + link feed in PMAX 4 Label feed items 3 Link feed to Google Ads 2 Create page feed 1
28. NEGATIVE KEYWORDS - TO REDUCE ORGANIC CANNIBALISATION
29. Negative Keywords – Support Ticket Example
30. 1 Negative Keywords Identify keywords 2Raise support ticket 3Test review HOT TIP Consider excluding brand to ensure incrementality HOT TIP Create a negative keyword list so you can continually add without raising a ticket HOT TIP Regularly check in on competitor activity throughout test period
31. Brand Switch Off Case Study Savings of £1.1m by streamlining search marketing
32. • Holistic search strategies are still possible • Adapting to AI will be ongoing as technology adapts – our job is to evolve • Staying up to date with platform changes is critical Key Takeaways
33. Thank you Emily Schaffer dentsu