tag:econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2018-05-29T11:30:00+01:00 tag:econsultancy.com,2008:Report/3008 2018-05-29T11:30:00+01:00 2018-05-29T11:30:00+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 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> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</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:econsultancy.com,2008:BlogPost/69834 2018-04-16T09:29:00+01:00 2018-04-16T09:29:00+01:00 A day in the life of... a head of paid media at a digital marketing agency Ben Davis <p><em>[As usual, a reminder that Econsultancy has a </em><em><a href="https://jobs.econsultancy.com/?cmpid=EconBlog">jobs board</a></em><em>, runs paid <a href="https://econsultancy.com/training/courses/ppc-training">search</a>, <a href="https://www.econsultancy.com/training/courses/social-media-paid-advertising">social</a> and <a href="https://econsultancy.com/training/courses/programmatic">programmatic</a> training and has paid media best practice guides (<a href="https://econsultancy.com/reports/paid-social-media-advertising/">social</a> and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">search</a>) as well as <a href="https://econsultancy.com/reports/display-advertising-digital-marketing-template-files">display advertising template files</a>.]</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do? And who do you report to?</h4> <p><strong><em>Ian Hyde:</em></strong> I’m the head of paid media at Ayima, a specialist global digital marketing agency, where I report to the managing director, Nicky Applegarth. Our Paid Media team is made up of specialists across paid social, paid Search (PPC) and programmatic display who create and implement ad campaigns for clients in various industries such as finance, ecommerce, charity and gaming. My role within the team is to ensure those teams work cohesively, driving fantastic results across our entire client base while keeping up to date with the latest trends and platform releases.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>IH:</strong></em> Passionate: With so much change happening within the digital realm on what seems like a daily basis, you need to have a genuine love of the industry. If you don't, you will be left behind. Having true passion for the job makes it a whole lot easier—whether it's recommending a new tool for the team to test or a new platform for our clients to try out.</p> <p>Adaptable: Overseeing a varied client base requires an assortment of skills on a daily (or sometimes hourly) basis. In the morning, you could be leading a cross-channel strategy meeting and in the afternoon, you may be working with the data science team to create machine-learning modules. You need to be able to manage multiple tasks while giving each your full focus.  </p> <p>Strategic: Whether results are good or bad, I always push the team to think about what else we could be doing. It may be looking at the most minute detail of a campaign or the overall strategy, but it is my role to make sure we are always on the lookout for what to do next and how we can make our campaigns achieve greater results next time.</p> <p><img src="https://assets.econsultancy.com/images/0009/3589/Ian_Hyde_615.png" alt="ian hyde ayima" width="616" height="308"> </p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><em><strong>IH:</strong></em> Most days start as soon as I wake up, if I’m honest. I tend to check into the team Slack first thing in the morning and catch up on emails I received overnight from our global clients to update any project task lists for the day or week ahead. Generally I try to get into the office before the rest of the team but, in London traffic, this plan isn’t always successful.</p> <p>On Mondays, I have a stand-up meeting with my team to discuss the priorities for the week and any key things the team wants to share such as new client projects, interesting platform updates or even general results we’ve seen on some of the less traditional platforms we work with (Snapchat, Instagram Stories, etc.). Every other day of the week, I usually start the day in the office off with a client meeting or call. </p> <p>At Ayima, we make communication between my department and any other department or global region extremely easy by using tools like Slack, Skype and even instant messenger. That being said, I still love a good face-to-face chat! Because of this, it’s pretty rare that we have any long-winded internal meetings which makes dedicating time servicing our clients the focus of my daily routine. Typically, I’ll have a new business proposal to work on alongside our business development team or some new marketing initiatives to brainstorm with our internal marketing team.</p> <p>After all of that, the most important part of my day is always working with the various account teams in Ayima—listening to any issues, opportunities or performance challenges they might be having and helping to resolve them. </p> <p>To end the day, I typically set up meetings with any of the latest platforms or ad tech in the market to ensure we are at the forefront of anything new and testing out the latest developments for our clients.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>IH: </strong></em>Love: Seeing the genuine pride from team members when they get to present our clients with results that go beyond their initial objectives. My team varies in skill sets and experience levels so it’s equally incredible to witness a recent graduate help to win their first paid media client or a manager get results for a campaign that exceeded the initial objectives. </p> <p>Sucks: Not being able to be in two places at once. If there were cloning machines, I’d be first in line!</p> <h4> <em><strong>E:</strong></em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>IH:</strong></em> As cheesy as it sounds (though I do love a bit of cheese!), my goals are the client’s goals. Our team is always focussed on the KPIs set out at the start of any campaign and as we are performance-focused by nature, success and failure is black and white. Retention is also a key goal with both clients and within the team, so continuously ensuring both are satisfied is always my number-one priority. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>IH:</strong></em> Ayima have some proprietary tools that I’m honestly not sure how I ever worked without! Query, our automated dashboarding tool, and Ayima Intelligence, our bespoke account auditing and performance tool, have become part of everything I do to ensure client results are achieved and, ideally, exceeded. Also, as I mentioned before, having all of our internal comms via tools like Slack is a massive time-saver and reduces the time I would normally spend writing and waiting on emails.</p> <h4> <em>E:</em> How did you become a 'head of paid media', and where might you go from here?</h4> <p><em><strong>IH:</strong> </em>I started out as a PPC exec and worked my way up to client partner over the course of six years, leading some of my previous agency’s biggest cross-digital accounts. The head of paid media role allowed me to combine two of my preferred roles; managing a team and helping clients solve their marketing problems. The aim is to grow the team to the same levels as the organic side of our business and help us achieve rapid growth for the clients we work with as well as for Ayima.</p> <h4> <em>E:</em> What work has excited you in the past year? Which brands?</h4> <p><em><strong>IH:</strong></em> The growth of Amazon as a competitor to Facebook and Google. This will be the most significant change in digital and the whole of advertising since Facebook increased their focus on advertising.</p> <h4> <strong><em>E:</em> </strong>Do you have any advice for people who want to do a similar role?</h4> <p><em><strong>IH:</strong></em> Be curious. Accept the industry is always going to change. Don't forget the fundamentals of what we do are to drive performance. If you’re starting out in a generalised digital marketing role, try to find ways to incorporate paid media into your current projects.</p> tag:econsultancy.com,2008:TrainingDate/3518 2018-03-08T16:02:03+00:00 2018-03-08T16:02:03+00:00 SEO Marketing - 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> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p> tag:econsultancy.com,2008:TrainingDate/3517 2018-03-08T16:01:11+00:00 2018-03-08T16:01:11+00:00 SEO Marketing - 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> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p> tag:econsultancy.com,2008:TrainingDate/3516 2018-03-08T16:00:23+00:00 2018-03-08T16:00:23+00:00 SEO Marketing - 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:econsultancy.com,2008:BlogPost/69672 2018-01-02T11:40:00+00:00 2018-01-02T11:40:00+00:00 If PPC is a line item on your media plan, you're not very good at it Daniel Gilbert <p>PPC is being commoditized under the holding company model. This needs to change.</p> <p><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">Running a successful PPC campaign</a> requires a high level of specialism; it is completely discrete from other types of media, and needs to be respected as such rather than being bundled together with traditional advertising channels.</p> <h3><strong>PPC is reactive </strong></h3> <p>I get it. If you’re an international brand with a huge media budget, it’s just a lot easier to incorporate PPC into one big package. The problem is, PPC is not something you buy up-front. If you fix your PPC spend before measuring its performance, you’re not going to get the results you want. Either you’ll spend too little or too much. </p> <p>Because AdWords is so measurable, it’s possible to adopt an outcome-driven approach through this channel. Once you start running a campaign, it may be that you need far less money than anticipated to achieve your objective; or it may be that you need far more. Setting a limit on this before you’ve had a chance to assess the market is madness. </p> <h3><strong>There are no rebates in PPC</strong></h3> <p>Unlike virtually every other advertising channel, a platform such as AdWords provides no opportunities for rebates, nor any of the non-transparent practices that are commonplace elsewhere in media buying. The only way to make profit on it, is to do it better than the rest - which is hard when it’s not your specialism.</p> <p>I don’t want to drag on the transparency debate. It really comes down to different business models in the end. If you’re looking to get a good deal on a large quantity of premium media inventory, then you need buying power. If you’re looking to drive business growth through PPC, there are definitely better options. </p> <p>If, as Gideon Spanier recently wrote, ‘things have got to change’, maybe this is a good starting point. Let’s cut PPC from the media plan, and put it in the hands of independent agencies that know how to do it best. Then we can start talking about <a href="https://www.econsultancy.com/blog/69671-programmatic-advertising-trends-in-2018-what-do-the-experts-predict">programmatic display</a>, <a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy">TV</a> and radio...</p> <h3> <strong>PPC is for specialists</strong> </h3> <p>Perhaps people underestimate the complexity of successful PPC. Take AdWords as an example. It’s a platform that changes every month: new ways of reporting, changes to its metrics, adaptations of its ad unit, new targeting options, new bidding options, gradual tweaks to its primary algorithms, and the ongoing shift in the way people search.</p> <p>Just to cope with these changes requires considerable adaptability. But to outperform the millions of advertisers you are in competition with, that requires the concerted effort of an entire business. Building software to enhance capability, using automation to optimise every process within account management, processing the enormous supply of data any campaign acquires - these are challenges that require teams of experts. </p> <p>Agencies can give advertisers the competitive edge, by supplying them with the additional expertise and technology needed to stand out from the crowd. Ultimately, this comes down to data and automation—being able to extract value from the enormous supply of data that digital advertising involves, and using automation to enhance capability. </p> <p>This is why PPC should have long ago been cut from the media plan of advertisers. It never belonged there. It is not something you buy up-front, and it’s certainly not something you let run.</p> <p>It requires a completely different skillset. Data analysis, the ability to operate and develop automation technology, coding, maths, science. It is just not suitable for traditional media companies. </p> <p>So if PPC is on your media plan, I’m sorry to say that you must not be very good at it.</p> tag:econsultancy.com,2008:BlogPost/69432 2017-09-20T14:15:00+01:00 2017-09-20T14:15:00+01:00 Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms Patricio Robles <p>It's a question worth asking in light of a revelation made by Gary Friedman, the CEO of home furnishings retailer Restoration Hardware. </p> <p>At the Goldman Sachs 24th Annual Global Retailing Conference held earlier this month in New York City, Friedman <a href="https://mobile.twitter.com/parsimony16/status/906198105678372864/">told attendees</a> that several years ago, his online marketing team requested a doubling of its budget. Such a significant request was met with some skepticism, but the online marketing team was confident and for a seemingly good reason: their customer acquisition and ad costs were the lowest in the company.</p> <p>Intrigued, Friedman asked them for the details. "Tell me about the data, show me how," he requested.</p> <p>Eventually, the conversation turned to the company's AdWords buys and Friedman asked a simple question: "how many [keywords] do you buy?" The answer: 3,200. </p> <p>To which Friedman followed up:</p> <blockquote> <p>I said, well, what are the top words? How are they ranked, the ranking of the words? Oh, we don't have that, right. And I was getting the look at like, oh, Gary is kind of one these old brick-and-mortar guys. He just doesn't get it.</p> <p>And I said, well, what are the top 10 words? And they didn't have the information. I said, why don't we cancel the meeting and come back next week when you have the data? I'm sure that Google sales representatives who are taking you to the expensive lunches and selling you the 3,200 words have that data. So why don't we get the data and then let's review the data?</p> </blockquote> <p>When the group reconvened, the online marketing team had the data, and it was quite surprising. 22 keywords were driving 98% of the business. And what were those keywords? "Restoration Hardware" and 21 ways to spell "Restoration Hardware" wrong.</p> <p>According to Friedman, Restoration Hardware canceled its buys for all keywords, including its name, the next day.</p> <p>The online marketing team at first objected, pointing out that a competitor like Pottery Barn could "squat" on the company's name, but Friedman, who to this day is dismayed by the number of companies that pay Google millions of dollars a year "for their own name", wasn't having any of it:</p> <blockquote> <p>I said, "excuse me?" I said, if someone goes to a mall or a shopping center and they're going to Restoration Hardware and there's a Pottery Barn there, they're already squatting, okay? It doesn't mean they're going to go into their store. If somebody wanted to buy a diamond from Tiffany and just because Zale's is sitting on top of them in a shaded box doesn't mean they're going to go to Zale's and buy a diamond.</p> </blockquote> <p>Friedman's revelation about Restoration Hardware raises a number of subjects that are worthy of examination.</p> <p><strong>Perhaps the biggest: despite the fact that it is a publicly-traded company that does more than $2bn in revenue per year, Restoration Hardware's online marketing team didn't know which of the more than 3,000 keywords it was buying ads against were driving business.</strong></p> <p>Let that sink in.</p> <p>The marketing team knew its customer acquisition cost and its ad cost, and probably could have reported on any number of other fancy metrics, giving it the confidence to ask for a doubling of its budget, but it didn't know that "Restoration Hardware" and common misspellings were responsible for 98% of the revenue its paid search campaigns were delivering.</p> <p>This is a great reminder to marketers of the importance of seeing the forest from the trees. There are more tools than ever that promise mastery and optimization of every facet of digital marketing, but these can be a double-edged sword. While many of them no doubt deliver benefit, they can also make it easier for marketing teams to get lost in the weeds and overcomplicate their efforts. </p> <p>While Restoration Hardware's experience might be slightly more extreme than typical, <a href="https://econsultancy.com/blog/69309-how-much-waste-is-in-the-digital-ad-market">the experiences of major advertisers</a> like JPMorgan Chase, which drastically slashed the number of sites it advertises on after finding that most of them were useless, and Proctor &amp; Gamble, which cut its digital ad spend by $100m without ill-effect, suggest even the most sophisticated of companies could probably benefit from taking a closer look at their digital ad efforts.</p> tag:econsultancy.com,2008:BlogPost/69178 2017-06-16T11:58:58+01:00 2017-06-16T11:58:58+01:00 Facebook adds value optimization to ad bidding & Lookalike Audiences Patricio Robles <p>This week, Facebook <a href="https://www.facebook.com/business/news/new-tools-to-get-more-value-from-your-campaigns">announced</a> two new tools that marketers advertising on the world's largest social network will want to take a look at: value optimization and value-based Lookalike Audiences.</p> <p>Both rely on the Facebook Pixel and are designed to help marketers reach Facebook users who are likely to spend more money with them.</p> <p>As Facebook explained in its announcement:</p> <blockquote> <p>Value optimization works by using the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period. The ad's bid is then automatically adjusted based on this estimation, allowing campaigns to deliver ads to people likely to spend more with your business at a low cost.</p> </blockquote> <p>Value optimization is somewhat similar to Google's <a href="https://support.google.com/adwords/answer/6268632?hl=en">Target CPA bidding</a>, which allows advertisers using AdWords automated bidding to let Google's technology work on their behalf to minimize their cost per acquisition (CPA). To use Target CPA bidding, marketers must use Google's conversion tracking. </p> <h3>Value-based Lookalike Audiences</h3> <p>Facebook is also extending its value optimization algorithms to Lookalike Audiences, one of the most powerful tools Facebook offers marketers.</p> <p><a href="https://econsultancy.com/blog/65505-lookalike-audiences-the-next-big-thing-in-marketing/">Lookalike Audiences</a> allow marketers using <a href="https://econsultancy.com/blog/64980-put-your-email-list-to-work-facebook-custom-audiences">Custom Audiences</a> to target Facebook users that Facebook determines are similar to their Custom Audiences. The performance delivered by Lookalike Audience targeting can be impressive. For example, according to Facebook, one ecommerce marketer realized a 56% lower CPA and 94% lower cost per checkout using Lookalike Audiences.</p> <p>Unfortunately, working with Custom and Lookalike Audiences is not always efficient. More sophisticated marketers, realizing that not all of their users or customers are as valuable as others, frequently segment their customers into multiple Custom Audiences. For obvious reasons, this can be a tedious task.</p> <p>Now, that step can be eliminated in some cases as Facebook is giving marketers the ability to create value-based Lookalike Audiences so they don't have to perform this segmentation on their own. Facebook explained:</p> <blockquote> <p>With this enhancement, advertisers are no longer limited to creating small groups of audiences based on their spend or LTV prior to creating a Custom Audience. Now, they can include a value column to their entire customer list, which Facebook can use to create an additional weighted signal for people most likely to make a purchase after seeing your ad. </p> </blockquote> <h3>Worth experimenting with?</h3> <p>For marketers that have already implemented the Facebook Pixel on their properties, value optimization and value-based Lookalike Audiences are potentially significant offerings that many marketers will probably find worthwhile to experiment with.</p> <p>However, Facebook's methodology for estimating how much customers might spend with a business over a short period of time is a black box, something that some marketers might be a little wary of given <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">Facebook's recent string of metrics faux pas</a>. Despite this, offering marketers tools for identifying and targeting their most valuable users is a no-brainer for Facebook and it's all but certain the company will continue to add similar offerings well into the future.</p> tag:econsultancy.com,2008:Report/4055 2017-05-30T17:00:00+01:00 2017-05-30T17:00:00+01:00 Paid Search Best Practice Guide <p>Now including new sections on topics such as <strong>paid search in social media, video advertising, mobile paid search, Shopping campaigns and ad extensions</strong>, Econsultancy's refreshed and updated <strong>Paid Search Best Practice Guide</strong> covers everything you need to know about paid search advertising.</p> <p>The guide will help beginners and experts to plan, create, launch and optimise paid search campaigns and maximise their return on investment.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered</h2> <p>Sections covered include:</p> <ul> <li>Paid Search Basics</li> <li>Planning and Strategy for Paid Search</li> <li>Setting up Paid Search</li> <li>Paid Search Optimisation</li> <li>Mobile Paid Search</li> <li>Google Shopping: Shopping Campaigns and Product Listing Ads</li> <li>International and Multilingual Paid Search</li> <li>Marketing Campaign Integration Strategy</li> <li>Video Advertising</li> <li>Paid Search in Social Media</li> </ul> <p><iframe src="https://www.youtube.com/embed/jcMukdgGWMU?wmode=transparent" width="560" height="315"></iframe></p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>They include:</p> <ul> <li>Neil Hancock, Head of Optimisation and Planning, Silverbean</li> <li>Kevin Joyner, Director of Planning &amp; Insight, Croud</li> <li>Paul Kasamias, Head of Performance Media, Starcom/Performics</li> <li>Sophie Kleiner, Head of Search, NMPi</li> <li>Judith Lewis, Founder, Decabbit Consultancy</li> <li>Tom Lewis, Head of Professional Services, DC Storm </li> <li>Hannah Zora Mattinson, Senior Paid Marketing Manager, Silverbean</li> <li>David McDiarmid, Head of Paid Search, DigitasLBi</li> <li>Oscar Romero, Head of Performance Media, Mediavest/Performics</li> <li>Sam Vandermark, Associate Director - Digital, The Specialist Works</li> <li>Matt Whelan, Digital Strategy Director, The Specialist Works</li> <li>Peter Whitmarsh, Head of Paid Media, Search Laboratory</li> </ul> tag: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>