Tweet
Tweet

Slide 1

Slide 1 text

Performance Max: Total Search Strategies Emily Schaffer dentsu @emily-schaffer-1997

Slide 2

Slide 2 text

“TOTAL SEARCH MEANS NO MATTER WHERE THE CUSTOMERS ARE WE GIVE THEM THE RIGHT ANSWER” - dentsu Total Search Team 2023 -

Slide 3

Slide 3 text

No content

Slide 4

Slide 4 text

How has Performance Max impacted Total Search?

Slide 5

Slide 5 text

This left us with compromised limited holistic search data

Slide 6

Slide 6 text

Since then, after a lot of feedback, Google have enhanced reporting and insights

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

So what controls do we have today?

Slide 9

Slide 9 text

TOOLS & INSIGHTS

Slide 10

Slide 10 text

SEARCH TERM REPORT - CONTENT CREATION STRATEGIES

Slide 11

Slide 11 text

Search Term Report – Interface Example

Slide 12

Slide 12 text

STEPS TO USING SEARCH TERM DATA PMAX Search Term Review Organic Gap Analysis Content Creation

Slide 13

Slide 13 text

SEARCH THEMES - REACTIVE PPC BIDDING

Slide 14

Slide 14 text

Search Themes – Interface Example

Slide 15

Slide 15 text

Search Themes 1 2 3 Steps to alignment on using organic insight to guide intuitive bidding

Slide 16

Slide 16 text

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

Slide 17

Slide 17 text

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

Slide 18

Slide 18 text

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

Slide 19

Slide 19 text

USING PAGE FEEDS - TARGETING CONTROL

Slide 20

Slide 20 text

Page Feed Insights – Interface Example

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

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

Slide 28

Slide 28 text

NEGATIVE KEYWORDS - TO REDUCE ORGANIC CANNIBALISATION

Slide 29

Slide 29 text

Negative Keywords – Support Ticket Example

Slide 30

Slide 30 text

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

Slide 31

Slide 31 text

Brand Switch Off Case Study Savings of £1.1m by streamlining search marketing

Slide 32

Slide 32 text

• 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

Slide 33

Slide 33 text

Thank you Emily Schaffer dentsu