tag:www.econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2017-04-21T12:55:00+01:00 tag:www.econsultancy.com,2008:Report/3008 2017-04-21T12:55:00+01:00 2017-04-21T12:55:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:www.econsultancy.com,2008:BlogPost/68936 2017-03-30T09:00:00+01:00 2017-03-30T09:00:00+01:00 Tackling branded paid search in complex APAC markets Ben Davis <h3>Strategy cannot be transferred from west to east</h3> <p>According to Ben, "brands fall down because you can’t automatically transfer your strategy in the west to these complex markets."</p> <p>"By complex markets," he continues, "I mean China, Korea and Japan. In China and Korea, nothing in those two markets is Google-centric. Nothing in those two markets is Facebook centric (there’s a little bit in Korea now, but not very much)."</p> <p>And even in Japan, where Google has approximately 50% search share with Yahoo, Ben points out that the "Yahoo Japan landscape has nothing to do with Yahoo formats or technology in Hong Kong and Taiwan. They have an entirely different structure - it’s a Japanese specific search engine."</p> <p>Whereas Singapore uses pretty much the same ad technology as the western world and, to a certain extent, so does Hong Kong and Taiwan, Ben argues that being local is vital in China, Korea and Japan.</p> <p>Forward3D maintains London teams for these markets, too, chiefly to allow western clients to manage activity in their own timezone, but local relationships and tech integration are paramount. "Very few or none of the well known management tools integrate well or at all with local platforms," says Ben, "so you very much have to create your own solution."</p> <p>One of the big differences observed in China, Korea and Japan is branded paid search. </p> <h3>Branded paid search strategy</h3> <p>Korea's Naver has Brand Search, China's Baidu has Brand Zone, and Yahoo Japan has Sponsored Search Display. Each are specific search ads triggered only by brand keywords, but they bear similarities with display advertising products.</p> <p>Hannes Ben, Forward3D's Chief International Officer, explains:</p> <p>"In search you can obviously split your keywords into brand or generic terms. On Google it’s the same ad structure whatever the keyword. But on Baidu, Naver and Yahoo Japan, you have fixed products for only your brand keywords, and these products are very different from the normal paid search."</p> <p>"Brand Zone has much bigger real estate [than standard PPC] on Baidu and it covers almost the whole first page and combines lots of images, even videos and text and site links. It can look almost like a small microsite in the search results."</p> <p>"And Brand Zone is not bought on a cost-per-click basis. It is bought on the volume of impressions and you negotiate a price based on a monthly fixed fee."</p> <p>"That’s where the confusion happens. Quite often, you have clients who think it’s a display product (because it’s a fixed price and timescale) but it’s actually keyword triggered, within the same ad space as all the other ad copy, so it’s very important from a technical perspective to run this together with your normal paid search."</p> <p><em>Baidu's Brand Zone (game format)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/5053/brandzone_game.jpg" alt="brand zone" width="650"></p> <p><em>Naver's Brand Search</em></p> <p><img src="https://assets.econsultancy.com/images/0008/5052/naver_brand_search.jpg" alt="naver brand search" width="650">  </p> <p>Fairly obviously, if brands regard this branded search product as akin to display advertising, and give it to the display team to manage, it's hard to optimise for search.</p> <p>Ben cites this as a common problem for brands new to the APAC market. He says "It has to run alongside PPC. New clients still get this wrong and we have to do an education piece to say 'if you run this with the display team, separately from your paid search team, then you can’t optimise your keywords sufficiently'."</p> <p>Branded search strategy is particularly important because these products are vital for brand protection in these markets. As Ben puts it, in China "it’s one of the only ways to secure your position."</p> <p>Competitors may be able to compete with you on generic keywords, but Brand Zone ad products are only available to the brand in question, which makes it so valuable. Because of that, Baidu's Brand Zone is expensive, so, as Ben highlights, "some new brands with low search volume can’t afford it and it doesn’t make sense from an ROI perspective."</p> <p>However, he continues, "if you have a few thousand brand searches per month, it’s important to purchase Brand Zone, because in China, trademark doesn’t always work out that well, so the only way to secure your brand is to buy it." </p> <p>Negotiation power with Baidu is important, and that's where the local relationships that Ben mentioned come in use. As he puts it, "it’s great if you have fantastic tech, but you need negotiation power."</p> <h3>Differences between markets</h3> <p>Even with the three branded search products on Naver, Baidu and Yahoo Japan, there are differences that need to be taken into account.</p> <p>On Naver, for example, Ben points out that Brand Search occupies a smaller section of the search results, but the product is much cheaper than on Baidu. What's more, generic PPC ads can rotate to the bottom of the page on Naver, which causes a sudden drop in clickthrough rate. That makes Brand Search even more important, fixed as it is to the top of the page.</p> <h3>A premium on data science skills</h3> <p>One of the difficulties of complex APAC markets is a lack of skills which can hinder agencies in their efforts to adapt to local platforms.</p> <p>Hannes Ben, Forward3D's Chief International Officer, comments that "in the data science field, there's much stronger expertise in the western world and the UK. Finding Japanese, Chinese and Korean expertise which also knows paid search or social and has a data science approach is almost impossible."</p> <p>When I pressed Ben on what particular skills he is looking for, he stressed that attribution "is not a buzzword any more, it's important for everyone. Performance for many channels is often judged purely on a last click basis. More advanced models such as causal-impact analysis are required to understand the true value and interactions of each channel."</p> <p>That means agencies want people who will ultimately be able to "create their own statistical attribution models to look at different channels simultaneously, and use advanced profitability analysis to look at what point a certain product drives diminishing returns."</p> <p>This sort of work requires programming skills as well as statistical acumen and can get "pretty complex on big accounts where you can’t look at keywords in isolation - you have to group them together by similarities and behaviours, then optimise those clusters."</p> <p>Ben echoes many employers and their approach in east and west when recruiting in the current market - he says, "We take very smart young individuals and we train them ourselves because it’s hard to find people with that performance driven mindset."</p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68399-programmatic-in-china-seven-things-to-know/">Programmatic in China: Seven things to know</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3206 2017-03-21T12:26:17+00:00 2017-03-21T12:26:17+00:00 Search Engine Optimisation (SEO) - Advanced <p>SEO is a complex subject and for those wishing to move their knowledge beyond the basics, this course has been designed for the intermediate to advanced learner. There is lots to consider when optimising for maximum visibility through search. From key phrase research and query audits, to content strategy, page mark-up and site architecture. Getting all these things right is key to grabbing customers who know what they want, but not where to get it from.</p><p>Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice.</p> tag:www.econsultancy.com,2008:TrainingDate/3205 2017-03-21T12:25:24+00:00 2017-03-21T12:25:24+00:00 Search Engine Optimisation (SEO) - Advanced <p>SEO is a complex subject and for those wishing to move their knowledge beyond the basics, this course has been designed for the intermediate to advanced learner. There is lots to consider when optimising for maximum visibility through search. From key phrase research and query audits, to content strategy, page mark-up and site architecture. Getting all these things right is key to grabbing customers who know what they want, but not where to get it from.</p><p>Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice.</p> tag:www.econsultancy.com,2008:BlogPost/68881 2017-03-13T14:38:17+00:00 2017-03-13T14:38:17+00:00 Dodgy testimonials might get your agency's AdWords account suspended Ben Davis <p>In a sense, this is nothing new - Google has had <a href="https://support.google.com/adwordspolicy/answer/6020955?hl=en-GB">guidelines</a> in place about misrepresentation for some time and AdWords community managers have posted <a href="https://www.en.advertisercommunity.com/t5/Articles/Site-Not-Working-Disapproval-amp-How-to-Fix-It/ba-p/555663">updates about their enforcement</a>.</p> <p>However, the issue was in the spotlight last week, thanks to a tweet from Joel Klettke, who was surprised to see an agency's AdWords account suspended, something he has 'never seen' before.</p> <p>Given that Klettke works as a copywriter on landing pages, amongst other content (including for <a href="http://casestudybuddy.com/">Case Study Buddy</a>), it's perhaps worthy of note that this is his first experience of a Google suspension for misrepresentation. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">An agency's Adwords account got suspended because their landing pages had case studies/testimonials on them. Never seen anything like this. <a href="https://t.co/qF1jyA9dY1">pic.twitter.com/qF1jyA9dY1</a></p> — Joel K (@JoelKlettke) <a href="https://twitter.com/JoelKlettke/status/839617078759849984">March 8, 2017</a> </blockquote> <p>As you can see from the text in Google's response to Klettke, the main points of contention when it comes to misrepresentation are that:</p> <ul> <li>testimonials with claims attached need disclaimers</li> <li>no claims of exact results should be present outside testimonials unless linked to a peer-reviewed journal</li> <li>any claim that is general needs a disclaimer</li> </ul> <p>Furthermore, and fairly obviously, no guarantees or claims of permanent results are permitted.</p> <p>The tweet caused surprise for a few, with @lakey suggesting that enforcement could lead to rather absurd or unnecessary disclaimers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/herrhuld">@herrhuld</a> <a href="https://twitter.com/stephenkeable">@stephenkeable</a> <a href="https://twitter.com/LordManley">@LordManley</a> Are we to expect this kind of thing... <a href="https://t.co/l6mdsUENI0">pic.twitter.com/l6mdsUENI0</a></p> — Chris Lake (@lakey) <a href="https://twitter.com/lakey/status/839785306756952064">March 9, 2017</a> </blockquote> <p>Whilst Google's own examples of where these guidelines apply are consumer-facing, such as for weight loss treatments, anyone with knowledge of the martech industry knows that testimonials and cases studies abound. </p> <p>That means companies need to be careful when making claims about the impact of their services. For case studies claiming an uplift in sales, for example, this means a simple asterisk and some copy indicating results may vary, often found within terms and conditions.</p> <p>However, if a company is making general claims on a landing page, perhaps arising out of specific case studies, a definitive study needs to be referenced. Klettke's experience comes as a welcome reminder to agencies and martech companies to get their landing pages in order.</p> <p>Consumer watchdogs are having to catchup with malpractice such as quiet renewals and surcharges, and last year the UK Government announced its intention to <a href="http://www.telegraph.co.uk/money/consumer-affairs/fake-online-reviews-could-be-made-illegal/">crack down on fake reviews</a>. There's no reason why this burgeoning focus on transparency shouldn't be taken very seriously in martech.</p> tag:www.econsultancy.com,2008:BlogPost/68752 2017-02-23T13:54:22+00:00 2017-02-23T13:54:22+00:00 What do inventory ads in local search mean for retail? Ben Davis <p>At the beginning of 2017 another test was witnessed, with these local inventory ads now appearing in 'local pack' search results (see image below).</p> <p>With this further prioritisation of ads in local search, I wanted to catch up with a PPC expert to get their thoughts on inventory ads and what they mean for retailers.</p> <p><a href="https://www.linkedin.com/in/rob-watson-57453b40">Rob Watson</a>, Head of Digital Advertising at Supplyant, kindly answers my questions below.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3445/ppchubbub-blog-flyer.jpeg" alt="local pack inventory ads" width="300"></p> <p><em>Local inventory ads in the local pack results <a href="http://ppchubbub.com/local/local-inventory-ads/google-testing-local-inventory-ads-in-local-pack/">via PPC Hubbub</a></em></p> <h4>Econsultancy: Who do local inventory ads benefit? Aren't brand terms at the forefront of the local searcher's mind? (e.g. Maplin, Best Buy)</h4> <p>Rob Watson: I feel these local inventory ads are all about offering consumers choice.</p> <p>If you are searching for a particular product it's expected that you will be able to find an online retailer that will stock it. So to then be presented with an ad showing that a local store has that product in stock and you can pick it up within the next hour is extremely powerful. </p> <p>Ultimately the price of the product is the big influence on someone deciding to buy, but knowing you have the convenience to collect, without delivery charges, could be enough to win the sale.</p> <p>Certainly consumers do search for store names, along with product terms, but anyone that's been advertising on Google for a while will know that your Google ads will show for those retailer searches too. So, local inventory ads can really help the smaller local store win against the bigger chains. </p> <h4>E: More ads in local listings - is this another threat to the truly local business?</h4> <p>RW: We've heard this argument since the earliest days of online shopping nearly 20 years ago. I see this more as an opportunity for local businesses.</p> <p>Most online retailers do not have a physical destination, and many also focus on drop ship models with no stock, so for a local business, with a sales counter and products in stock, local inventory ads could be extremely valuable. </p> <h4>E: How easy is it for retailers who might already be running Shopping campaigns to also use local inventory ads? Do many have an accurate picture of in-store stock?</h4> <p>RW: If you've been capable of setting up a products feed and Google Merchant Centre account, technically you will be able to overcome the challenges of setting up local inventory ads. It's not that much more difficult.</p> <p>If you don't have an accurate picture of what products you have in stock, then running local inventory ads is only going to make life harder for you.</p> <p>Customers get annoyed when they place an online order for an item that's out of stock, so imagine how they will react if they've just driven 10 miles to your store. It's not going to do your online reputation any favours! </p> <h4>E: How seriously are retailers taking Google Store Visits, when calculating return on ad spend?</h4> <p>RW: Local inventory ads open up a whole new dimension to tracking challenges. My expectation is that Google will make improvements to this to allow for call tracking numbers, or even an option to show click-and-collect as an alternative call to action. </p> <p>The Shop Online option is the only one where you can get any reliable tracking, but it's not clear why anyone would interact with this if their intent is for a local shopping experience.  </p> <h4>E: How are retailers adapting their ad budgets, now that more focus is on driving sales in-store?</h4> <p>RW: There's a general belief that people shopping in-store are of greater value to a retailer, in both average order values and lifetime values.</p> <p>So understandably, retailers are excited about the opportunities of using their online budget to generate more in-store sales. However, the lack of reliable tracking means budget allocation for local ads is mostly going to be classed as experimental.  </p> <h4>E: What are the pros and cons of the local ads currently available? (local inventory, pins etc.).</h4> <p>RW: The pros will be better average order values and lifetime values. Those two are extremely compelling. Along with the ability to compete with the more aggressive pricing of drop ship online retailers.  </p> <p>The cons will be tracking. Not just because many of the interactions with the ads will no longer lead to a website visit, but also because it's reasonable to assume more of these searches will be on mobile, further exaggerating all the cross device tracking challenges retailers face.</p> <p>A final thought on this is what happens if Google starts to open up the shopping ads to local businesses that do not have an ecommerce website. Imagine if your local garden store, hardware store or niche grocery stores were able to take advantage of Google Shopping ads. Retailers that cannot compete with online stores, and whose models are based purely on in store sales.</p> <p>If these retailers were allowed to start participating in Google Shopping's Local Inventory ads, that could open up an opportunity for Google to further monetise these product searches and be of huge value to those offline retailers. </p> <p><em>To learn more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/ppc-training/"><em>PPC Training Courses</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68806 2017-02-15T10:36:00+00:00 2017-02-15T10:36:00+00:00 A day in the life of... a Chief Media Officer Ben Davis <p>Remember, if you're looking for a role yourself, why not have a look at the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a>.</p> <h4> <em>Econsultancy:</em> Please describe your job.</h4> <p><em>Alistair Dent:</em> I’m the Chief Media Officer at iCrossing, I run the department that handles digital media planning and buying, across channels including PPC, SEO, display, social and more.</p> <h4> <em>E: </em>Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em>AD: </em>I report to our UK CEO, Mark Iremonger and work alongside other C-suite members, including the CFO and head of operations.</p> <h4> <em>E: </em>What kind of skills do you need to be effective in your role?</h4> <p><em>AD: </em>I firmly believe that a Chief Media Officer needs to be a media expert. Whilst leading a large department requires management and leadership expertise, leading by credibility is the easiest way to get all stakeholders (boss, team, peers, suppliers and clients) bought into why our way of working is different and better.</p> <p>In an industry where anybody has access to amazing tools and technology, our people and expertise need to be the differentiator.</p> <p><em>Alistair Dent</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3889/alistair_-blog-flyer.jpg" alt="alistair dent" width="350"></p> <h4> <em>E: </em>Tell us about a typical working day…</h4> <p><em>AD: </em>Today I:</p> <ul> <li>attended a quarterly review with a large, high-street retail client to discuss what we did differently that led to such a good Christmas, as well as how we can replicate it through the year. This was preceded by a breakfast briefing from my team who delivered the work.</li> <li>delivered a lunch-and-learn session at a travel client to teach their team about <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a>: how it works, what machine learning really is, and how we can use <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbots</a> to help our customers.</li> <li>reviewed the outcomes from several second round interviews so that we could hire some amazing new team members.</li> <li>had a strategy session about what new services we might offer to our clients.</li> <li>planned a panel appearance at a supplier event.</li> <li>attended an industry dinner to discuss the latest news and ensure that iCrossing continues to be at the heart of our fast-moving sector.</li> </ul> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em>AD:</em> I love people. Whoever they are, the chance to geek out about digital marketing and learn about somebody’s unique situation is super enjoyable, so I relish the time I spend with my clients and my team.</p> <p>The most difficult portion is undoubtedly balancing time. I feel bad whenever I have to move a scheduled meeting because my days have been shifted around.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em>AD:</em> Obviously my purpose is to improve the performance of our business, which is measured through metrics relating to new business wins, revenue growth, client upsells, staff turnover, etc.</p> <p>But where it gets more interesting is in the fuzzier metrics: do our team love working here? Are we doing cutting edge work? How many of my team have I made famous for their expertise?</p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em>AD: </em>I need to be very structured in my day or the volume becomes overwhelming and things get lost. I live my life by my Outlook calendar, I connect it to OneNote for task lists, and I use these on my phone as much or more than on my laptop.</p> <p>The real secret to being able to handle this much volume: having a team I can trust and delegate to. I can’t go to every meeting that would be beneficial. I can’t follow up with every vendor or every email.</p> <p>By empowering my team to make decisions that they know I’ll back them up on, I can trust that these are being handled just as well (or better) than I’d be able to handle them myself.</p> <h4> <em>E: </em>How did you get started in the digital industry, and where might you go from here?</h4> <p><em>AD: </em>I got into digital by accident: I worked as a management consultant in the City but I was travelling too much. I had built up some skills as a developer and looked for London-based roles building Excel and VBA tools.</p> <p>I started at a young specialist agency of nine people, and left six years later when the agency was 100 people. Since then I’ve moved around the industry in leadership roles at performance agencies, and expect to continue to work across all digital channels to do the coolest media campaigns I can for innovation-friendly brands.</p> <h4> <em>E: </em>Which brands do you think are doing digital well?</h4> <p><em>AD: </em>Nobody is doing it as well as it can be done, because the scope of “good” changes so frequently and varies between sectors and brands.</p> <p>For me doing digital well means talking to customers where they want, rather than forcing them into the channels that are most efficient or effective for the brand.</p> <p>A seamless (and sequential) experience across all channels and devices is hard to achieve vs. the performance metrics it can deliver, but the long term payoff of being an early adopter is that you’ll never miss the chance to ride the unicorn.</p> <h4> <em>E: </em>Do you have any advice for people who want to work in digital?</h4> <p><em>AD: </em>Don’t be afraid to build and then believe in your own expertise. It’s tough to become a master of an area, but if you can describe the complexities of a channel to your clients so that they can understand it then you’ll always be a valuable advisor.</p> <p>Work somewhere you get the time and support to learn and develop your mastery.</p> tag:www.econsultancy.com,2008:BlogPost/68788 2017-02-09T14:38:00+00:00 2017-02-09T14:38:00+00:00 Are long tail keywords still important for PPC in 2017? A data-backed answer. Wesley Parker <p>For the sake of this article we are going to classify long tail keywords as being four-words-long or more, though there is some debate with people arguing that keywords that are three or more words long should be classified as long tail.</p> <p>Search marketers have generally accepted that the key phrase curve looks like the one below.</p> <p>It shows that a small percentage of traffic comes from 1-3 word phrases and the vast majority of traffic (around 70%) comes from the long tail (keywords that are four or more words in length).</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/3739/Long_tail_keyword_image_1.png" alt="" width="865" height="536"></p> <p><em><a href="http://seositecheckup.com/articlephoto/inline_article_photos/long-tail%20keywords.png">Image Source</a></em></p> <p>However analysis from more recent studies shows that as much as 52% of traffic is generated by single phrase keywords, which is in stark contrast to the 10% depicted by the diagram above.</p> <h3>The two long-tail case studies</h3> <p>This article will make three key arguments about the effectiveness of the long tail:</p> <ol> <li>From a time perspective you are 33% more effective working on the top 20% of keywords as you are working on keywords that contain four or more words.</li> <li>90% of your impressions are generated by search terms that are four words long or fewer, therefore the long tail only accounts for 10% of all paid search traffic and not the 70% that the widely accepted key phrase curve depicts.</li> <li>For keywords that contain four or more words you would need on average to add 200 keywords to generate one click per month. Adding these keywords would be a poor use of your time and make your account hard to manage.</li> </ol> <h4>Argument 1. Your time is 33x more effective spent working on the top 20% of keywords as opposed to keywords that are four or more words in length.</h4> <p>Here is the data from <a href="http://www.ppchero.com/do-long-tail-keywords-matter-in-ppc/">PPC Hero’s case study</a> that showed that keywords that are 5+ words in length generated 15 out of 608 conversions, resulting in a tiny 2.4% of the total number of conversions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3741/image_2.png" alt="" width="865" height="318"></p> <p>These 15 conversions were generated by 138,638 keywords, which is an awful lot to manage considering that they provide such a small return. </p> <p><img src="https://assets.econsultancy.com/images/0008/3742/image_3.png" alt=""></p> <p><a href="http://clicteq.com/the-long-tail-keyword-myth-a-data-driven-argument/">Clicteq's case study</a> delivered similar results when it conducted the same analysis. Here you will see that only 15 conversions came from keywords that were five or more words in length. This accounted for 2.7% of the total number of conversions.</p> <p>However in this case there were only 533 keywords that were five words in length or longer. The graph below shows the percentage of the total number of conversions versus the length of each search term.</p> <p><img src="https://assets.econsultancy.com/images/0008/3743/image_4.png" alt="" width="865" height="498"></p> <p>If you were to spend your time optimizing the top 20% of keywords that generate 85% of your conversions, instead of the keywords that are 4+ words in length, your time would be spent much more effectively.</p> <p>For example if you were to increase your Quality Score from five to seven you would reduce your CPC by 26% according to studies by <a href="http://www.wordstream.com/cost-per-action">Wordstream</a>. </p> <p>If you did this for all of the keywords within your account that are 4+ words in length this would result in a 0.62% decrease in CPC across your account. However if you were instead to do this to your top 20% of keywords you would decrease your CPC across your account by 20.80% <strong>which is 33X more effective.</strong></p> <h4>Argument 2: If you swap all of your short tail keywords for long tail keywords you would lose 90% of your impressions and 80% of your conversions.</h4> <p>The table below shows the number of impressions and conversions for keywords depending on the number of words within the search term.</p> <p><img src="https://assets.econsultancy.com/images/0008/3744/image_5.png" alt="" width="865" height="425"></p> <p>From the search terms report you will see that 434 conversions out of the total 532 were generated by keywords between 1-4 words long, accounting for 81.5% of the total number of conversions.</p> <p>You should also see that 581 conversions were generated by search terms that were 4+ words long, accounting for 18.5% of the total conversions.</p> <p>Furthermore 94.9% of all impressions came from search terms that were four words in length or fewer. (Some impressions appeared to be omitted within the SQR as the CTR was not around 20%).</p> <p>There were similar results when looking at PPC Hero’s data when Sam Owen did the same analysis.</p> <p><img src="https://assets.econsultancy.com/images/0008/3745/image_6.png" alt="" width="865" height="422"></p> <p>PPC Hero found that 93% of impressions came from search terms that were 1–4 words in length. So if you were to change out your short tail keywords for long tail ones you would loose 93% of your impression share.</p> <p>PPC Hero’s data also clearly shows that the existing consensus that 30% of impressions come from keywords that are 1-3 words long is inaccurate in 2017. From their data you can see that 74.5% of impressions and 51% of conversions came from search terms that are between 1-3 words in length.</p> <p>PPC Hero’s and Clicteq’s data would indicate that changing out your short tail keywords for long tail variants will result in a loss in conversions of around 80%. By combining the data from both case studies in 2017 the long tail curve looks like this:</p> <p><img src="https://assets.econsultancy.com/images/0008/3761/thumbnail.png" alt="" width="865" height="527"></p> <h4>Argument 3. You would need 200 keywords containing 4+ words to generate one click per month, which would be inefficient to manage.</h4> <p>One of the biggest issues with catching long tail search queries with exact keywords is that you will require a lot of keywords, which becomes inefficient to manage.</p> <p>When Sam Owen from PPC Hero analyzed the number of impressions per keyword he found that search terms that contained 4+ keywords saw a significant drop off in conversions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3747/image_7.png" alt="" width="698" height="491"></p> <p>For example, to generate one impression you would need an average of 10 keywords that are 4+ words long. Furthermore, to generate one click per month at a 5% CTR you would need 200 keywords on average.</p> <p>Even if you are able to capture all of these search terms with exact keywords you are unlikely to actually increase the performance of your account.</p> <p>Once you start using keywords that are 4+ words in length you start to find that you can’t make your ads any more specific due to AdWords character constraints. Furthermore, you can’t really set specific bids for each keyword as you won’t have enough data and therefore will have to use aggregate data to determine the bids.</p> <p>If your long tail keywords are generating 0.1 impressions per keyword per month then you would have to wait about 100 years to get enough data to make a statistically accurate bid judgment even if the keyword had a 10% CTR.</p> <p>As you have to use aggregate bids and can't make your ads more specific, you may as well use shorter tail keywords that utilize the phrase or broad match types to catch these search queries.</p> <p>If you are interested in running this analysis on your own account <a href="http://clicteq.com/the-long-tail-keyword-myth-a-data-driven-argument/">follow these instructions</a>.</p> <h3>How long should your keywords be?</h3> <p>Based on the analysis from both Clicteq and PPC Hero the best length for keywords is between 2-4 words long. But it should be noted that in some industries keywords that are one word in length will perform well, as PPC Hero’s analysis showed.</p> <p>When keywords start to exceed four words in length they generate very few impressions and conversions, and it comes to a point where time spent optimizing them would be much better spent working on your top 20% of keywords.</p> <p>With regards to distribution, based on the two studies the bulk of your keywords should be between 3-4 words in length as these generally provide the best ROI when considering the amount of time that you are spending optimizing.</p> <h3>Three effective tactics for finding mid-tail keywords</h3> <h4>1. Use keyword multiplier tools</h4> <p>If you are a retailer, keyword multipliers are a really smart way to generate a large list of mid tail keywords. Fashion retailers might use keyword multipliers to create keywords for each different size/colour of items.</p> <p>For example, here is a page on ASOS’s website that has men’s polo shirts.</p> <p><img src="https://assets.econsultancy.com/images/0008/3748/keyword_multipler.png" alt="" width="865" height="565"></p> <p>We want to use the different filters down the side to create keywords for each of the different types of polo shirt.</p> <p><strong>STEP 1.</strong> Open Google's keyword multiplier tool within AdWords Keyword Planner.</p> <p><img src="https://assets.econsultancy.com/images/0008/3749/step2.png" alt="" width="865" height="279"></p> <p><strong>STEP 2</strong>. There should be three different fields where you can add lists to be multiplied together. Here you will want to start with the root word “polo shirts” in the first box and then add one set of filter values to the second box, and then another set of filter values to the third box.</p> <p>For example, I have added the sizes to one box and then the colours in another as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3750/step3.png" alt="" width="865" height="414"></p> <p><strong>STEP 3.</strong> Once you have done this, click “get forecasts” and then download the keywords that have at least 10 searchers per month to use in your campaigns.</p> <h4>2. Use Ubersuggest keyword tool</h4> <p>Ubersuggest is a very effective tool for finding mid to long tail keywords by scraping results for Google's autocomplete suggestions.</p> <p><strong>STEP 1.</strong> Go to <a href="https://ubersuggest.io">Ubersuggest.io</a></p> <p><strong>STEP 2. </strong>Enter your root keyword, in this case “polo shirts”.</p> <p><img src="https://assets.econsultancy.com/images/0008/3751/ps1.png" alt="" width="865" height="273"></p> <p><strong>STEP 3.</strong> You will then see a large number of suggestions. At this point you will want to select relevant keywords and add them to a list, which you can download by checking the radio box next to the keyword.</p> <p><img src="https://assets.econsultancy.com/images/0008/3752/ps2.png" alt="" width="865" height="399"> </p> <p><strong>STEP 4.</strong> To find even more relevant keywords, click on the little blue arrow next to relevant keywords and then click to expand this keyword. This will then show you additional relevant suggestions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3755/ps3.png" alt="" width="594" height="346"></p> <p><strong>STEP 5.</strong> Once you are happy and have selected all of the relevant keywords, download them by going to the 'keywords selected' tab as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3754/ps4.png" alt="" width="865" height="141"></p> <h4>3. Reviewing your search terms report for long tail variants</h4> <p>Your search terms report can be a holy grail for finding new long tail keyword suggestions.</p> <p>It shows you all of the different terms that users have typed in to find your ads. Here is a diagram that shows how the process works.</p> <p><img src="https://assets.econsultancy.com/images/0008/3756/STR1.png" alt="" width="865" height="603"></p> <p><em><a href="http://www.chadsummerhill.com/wp-content/uploads/2010/07/querymining.png">Image source</a> </em></p> <p><strong>STEP 1</strong>. Navigate to your search terms report as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3757/STR2.png" alt="" width="865" height="201"></p> <p><strong>STEP 2.</strong> You can now go down the list of search terms and look for relevant mid tail keywords to add to your campaign. Once you have found a relevant search term that you want to add to your campaign check the radio box next to it.</p> <p><img src="https://assets.econsultancy.com/images/0008/3760/str3.png" alt="" width="865" height="176"></p> <p><strong>STEP 3.</strong> Once you have selected all of the mid to long tail search queries that you want to add as keywords, go to the top of the page and select "Add as keyword". Once you have done this you will then be prompted to click 'save' on the next window.</p> <h3>In conclusion...</h3> <p>When analyzing the data from the Clicteq and PPC Hero case studies, it is apparent that the accepted long tail curve no longer holds true in 2017.</p> <p>In 2017 around 94% of impressions will come from search terms that are four keywords or fewer, compared to the 30% that was previously accepted, making it virtually impossible to double your revenue by changing out your short tail keywords for longer, more specific ones.</p> <p>When considering the amount of time that it takes to optimise an account, the long tail is not as effective as it was first thought. The PPC Hero study found that 2.4% of conversions came from keywords that were 4+ words in length, while in the Clicteq study the figure was 2.7%.</p> <p>When comparing the effectiveness of the time spent optimizing long tail keywords to that of optimizing the top 20% of keywords that generate 80%+ of your conversions, your time is spent 33x more effectively on the latter.</p> <p>Finally, we found that on average you would need to add 200 keywords that were 4+ words in length to generate one click per month, which would be highly time consuming and a poor use of your time.</p> <p>By all means these stats will vary slightly from account to account and industry to industry, but we have not yet found an account where the main arguments have not held true.</p> <p>With this being a controversial topic I am interested in hearing other people's options on the study and welcome debate.</p> <p><em>To learn more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/ppc-training/"><em>PPC Training Courses</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68768 2017-02-02T14:41:08+00:00 2017-02-02T14:41:08+00:00 What marketers need to know about Pinterest's new search ads Patricio Robles <p>Here's what marketers need to know about Pinterest's new ad offering, which had previously been tested by a number of major brands.</p> <h3>The ads are inserted as Pins into the search results page</h3> <p>On Pinterest, when a user enters a search query, Pinterest displays a search results page consisting of pins that match the query. On average, there are about 55 pins displayed per search results page.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3619/pinterest-target-ad-blog-flyer.png" alt="" width="470" height="313"></p> <p>Search ads are simple: they insert advertiser pins into the search results page and are marked as being promoted. Pinterest dynamically determines the number of ads that appear on a search results page.</p> <h3>Search ads are auction-based</h3> <p>Pinterest sells search ads the way Google sells its search ads: through an auction-based system in which advertisers specify how much they're willing to pay for each click on their ads.</p> <h3>There are two campaign types</h3> <p>Pinterest's search ads come in two campaign types: keyword campaigns and shopping campaigns.</p> <p><strong>Keyword campaigns</strong> allow advertisers to target their ads using keywords, which can optionally be grouped. Because the keywords that users search with on Pinterest might be different from other search engines given the visual nature of the service, Pinterest will suggest keywords that might be appropriate for a particular image.</p> <p><strong>Shopping campaigns</strong> give advertisers the ability to auto-generate ads from product feeds they supply to Pinterest via FTP. In the future, advertisers will also be able to use feeds through integrations with feed management providers. Shopping campaigns, because they are feed-based, give advertisers an easy way to quickly create campaigns at scale.</p> <p>To help advertisers manage shopping campaigns, Pinterest allows advertisers to dynamically update these campaigns as inventory changes.</p> <h3>The size of the opportunity could be large</h3> <p>Pinterest says that every month it handles around 2bn search queries. While that pales in comparison to Google, which handles over 3.5bn searches per day, it's still not an insignificant number.</p> <p>What's more, Pinterest isn't Google. It's a visual search tool, so the value of a search to brands, particularly those in industries like retail and fashion, differs from the value of a Google search.</p> <p>While it remains to be seen just how productive search ads will be for advertisers, a volume of searches in the billions should give advertisers more than enough to work with.</p> <h3>Most searches are unbranded</h3> <p>The news gets better for brands active on Pinterest: according to Pinterest, 97% of its searches don't include a brand name, giving advertisers the opportunity to reach consumers who might be interested in a particular type of product but who haven't already decided on a specific brand or product.</p> <p>Pinterest's global head of partnerships, Jon Kaplan, <a href="https://www.wsj.com/articles/pinterest-rolls-out-search-ads-1485950403">told</a> the Wall Street Journal that this has produced "new demand" for advertisers who participated in early testing of search ads.</p> <h3>Pinterest is targeting the upper funnel</h3> <p>Pinterest sees its search ads a powerful tool for marketers looking to reach consumers in the upper funnel. According to Kaplan...</p> <blockquote> <p>When people come to Pinterest, they’re starting earlier in their decision-making process. We saw this with the holidays — people were pinning holiday ideas as early as August. For brands, the implications to our business, that’s an amazing opportunity to reach someone at the earliest stages of decision-making.</p> </blockquote> <p>So while it's possible that clicks on Pinterest's search ads will convert quickly, Pinterest is positioning search ads as a driver of awareness, not conversions.</p> <h3>Search ads are now available to Kenshoo clients<br> </h3> <p>Initially, search ads are available to advertisers who are using the marketing software suite offered by Kenshoo, which is used by many search advertisers. Thanks to its integration with Kenshoo, Pinterest is now listed as an option alongside other search providers Kenshoo clients can run campaigns with, including, of course, Google.</p> <p>Pinterest will reportedly add partnerships with other companies that operate ad buying platforms in the near future.</p> tag:www.econsultancy.com,2008:BlogPost/68728 2017-01-24T10:09:00+00:00 2017-01-24T10:09:00+00:00 How fashion retailers can use search trend data to inform marketing & product strategy Nikki Gilliland <p>Search terms that combine both evergreen and seasonal keywords are the easiest to predict, with terms like ‘swimwear’ and ‘coats’ guaranteed to peak at a certain time each and every year. </p> <p>On the other hand, reactive trends - while harder to forecast – are also helpful.</p> <p>Using theory <a href="https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/" target="_blank">from PI Datametrics</a>, here’s a look at how fashion brands can capitalise on both types of search data. (Note: this can be adapted to brands in any industry, but I'm using fashion as an example here.)</p> <h3>Long-term strategy from seasonal evergreen search trends</h3> <p>The below chart outlines search trend data for the term ‘swimwear’.</p> <p>Although it has high organic value all year-round, it also peaks at the same time every year.</p> <p><img src="https://assets.econsultancy.com/images/0008/3256/PIPR.JPG" alt="" width="780" height="340"></p> <p>PI Datametrics suggest using the following strategy to capitalise on this.</p> <h4>Plan</h4> <p>The planning stage, which in this case would be January, involves getting ready for peak purchases, as well as ensuring all-year round interest will be met.</p> <p>During this time, it’s wise for retailers to stock up on swimwear to capitalise on off-season sales. Meanwhile, it’s also worthwhile conducting link-building activities and optimising a year-round landing page in preparation.</p> <h4>Influence</h4> <p>This stage involves taking advantage of consumer research during popular holiday periods like Christmas, when consumers are researching and planning their summer holiday. In turn, this data can also be used to build a cookie-pool, which can lead to effective re-targeting at a later date.</p> <h4>Peak </h4> <p>Drawing on the aforementioned Plan and Influence stages, retailers should also use the peak purchasing period around June and July to re-target lost customers, rather than build engagement.</p> <h4>Repeat</h4> <p>Finally, marketers should ensure that <a href="https://econsultancy.com/blog/65455-why-you-need-an-evergreen-content-strategy/">evergreen content</a> is optimised, and clear stock in time for next year’s seasonal cycle.</p> <h3>Reactive strategy for peak search trends </h3> <p>Google UK data shows that searches for the ‘off-shoulder look’ grew 261% between December 2015 and May 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/3257/Reactive.JPG" alt="" width="780" height="537"></p> <p>In instances like this, it is useful to implement a reactive search strategy, as outlined below.</p> <h4>React</h4> <p>When it comes to new fashion trends, peaks in search can happen very quickly. As a result, success often comes from reacting at the right time.</p> <p>ASOS capitalised on 'off-the-shoulder' by creating and optimising a landing page for the trend term as quickly as possible. Similarly, it's helpful to utilise marketing channels other than organic search to capture interest. </p> <h4>Perform</h4> <p>Once it is clear that a keyword is growing in popularity, optimising content organically could prove to be more cost efficient and improve visibility. </p> <h4>Review</h4> <p>Once the peak has died down, retailers should reassess the value of continuing this campaign. Other tactics during this final stage include adjusting stock accordingly, or linking the landing page to a different or more popular trend.</p> <h3>In conclusion...</h3> <p>Whether it is based on evergreen, seasonal or one-off trends - search trend data can provide retailers with the ability to create a well-defined strategy.</p> <p>From replenishing stock levels to creating multi-channel content, if used and interpreted correctly, it can help fashion brands meet customer demand and increase sales.</p> <p><em>To learn more on this topic, download Econsultancy’s brand new <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO Best Practice Guide</a> or check out our range of <a href="https://econsultancy.com/training/courses/topics/search-marketing/">Search Marketing training courses</a>.</em></p>