Welcome to Beyond the Paid!

April 25, 2023 By Leave a Comment

Welcome to Beyond the Paid, the official website for Melissa Mackey.

I’ve been in the search engine marketing space since the dawn of Google Ads (formerly AdWords) in 2002.

While I haven’t blogged on this site much recently, here are links to my recent articles in industry publications:

You can find my latest writings on Search Engine Land and Search Engine Journal, and up-to-date commentary on #ppcchat on Twitter.

Find me on LinkedIn too.

I’ve spoken at search conferences since 2010. You can catch me at SMX Advanced this June.

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The Case for Smart Display

February 23, 2018 By Leave a Comment

Editor’s Note: Today’s guest post is by Kelsey Hadaller of Hanapin Marketing. Learn how to be successful with Smart Display campaigns!

The rollout of Smart Display campaigns was announced by AdWords in April 2017. Nearly a year later, the campaign type is still available but not many advertisers are talking about it. With the increase in automation opportunities within AdWords, Smart Display might be a good test for your accounts as an intro to automation.

Who Should Test Smart Display?

Test Smart Display If You…

• Are looking to grow new customer acquisition but don’t know where to start
• Don’t have time to develop an in-depth top of funnel Display strategy
• Have a testing budget and can afford to run a test over a few months with possibly slow results

Avoid Smart Display If You…

• Have little to no testing budget
• Do not use conversion tracking through AdWords
• Receive less than 100 conversions within 30 days

What to Watch

• Lead quality
• GDN Placements
• Low impressions due to low Target CPA

Campaign Set Up

In the new AdWords UI, you can find Smart Display campaigns under the Display campaign type when using a sales, leads or website traffic goal.

You’ll then be prompted to select location and language targeting, a daily budget and a Target CPA. Google reps often recommend using a daily budget greater than 20 times your Target CPA. While this might be a best practice for accounts with low CPA goals, a high daily budget isn’t always realistic or necessary.

Even though AdWords automates the final ad, you still have control over components of the creative. Have headlines, description lines, logos and images ready before you create a Smart Display campaign. Refer to the AdWords guide for specifics.

Keep in mind that you cannot control many aspects of Smart Display targeting and bidding. For example, to exclude an automated placement, you must set up the exclusion at the account level since campaign placement exclusions are not available in Smart Display. Device modifiers are also unavailable in this campaign type. As you can see below, however, AdWords does allow content exclusions to be applied in Smart Display campaigns.

Smart Display Case Study

Example One:

These Smart Display campaigns were launched in April 2017 and have performed at a steady ROAS throughout the year. Keep in mind, these campaigns are using last-click attribution. When using other attribution models, ROAS is even stronger for these campaigns.

Target CPA for these campaigns range from $50 to $75. This is a lead generation account with high revenue per conversion action.

Example Two:

The below Smart Display campaign ran for only one month and was paused due to poor performance after not converting with $251 in spend.

If you decide to test Smart Display, let the campaign(s) run for at least three months. You can’t expect to see over 300% ROAS immediately since the campaign uses visitor behavior to optimize the target audience and placements. Again, this is why testing budgets are a must for this test.

Top of funnel Display layered with extreme automation doesn’t sound like an equation for low cost conversions, but it’s possible! Share your experiences with Smart Display in the comments below.

Kelsey Hadaller is Senior Account Manager for Hanapin Marketing. Follow her on Twitter at @khaddy_ppc.

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Trust Us. We’re Google.

February 16, 2018 By 10 Comments

Back in December, Search Engine Land ran an article called What You Learn From Talking With Google’s Largest Advertisers All Day, Every Day. Written by Matt Lawson, it’s an interview Lawson did with Google’s chief search evangelist, Nick Darveau-Garneau.

Nick answers questions about trends, automated features such as smart bidding and dynamic ads, and the lifetime value of a customer. He gets into profitability, saying that rather than obsessing over CPA or ROAS, advertisers should look at their profit. I agree with that advice.

He also says, “Buy all the relevant keywords.” Lawson asks, “All of them?” Nick says, “There’s no need to carefully select our keywords anymore. The machine will automatically figure out which of those work for us.”

That got my attention. And I totally disagree with him.

At first glance, the article reads as helpful and forward-looking. We are all going to need automation if we are going to scale our campaigns and keep up with the competition. But when you read deeper into the recommendations in the article, most of them are basically saying “Trust us. We’re Google.”

Here are all the tools Nick suggests advertisers use:

• Dynamic search campaigns
• Smart bidding (target CPA and target ROAS, in particular)
• Data-Driven Attribution
• Dynamic Search Ads
• Optimized ad rotation
• AMP for Adwords
• Parallel Tracking

Oh, and don’t forget to bid on all the keywords.

Do you notice a pattern here? Every single recommendation in the article is to just use all of Google’s tools to optimize your campaigns.

Trust us. We’re Google.

I’m not saying that no one should use any of the tools Nick mentioned. In the right circumstances, each of these options makes sense. But I would not use all of them, all the time. I never use optimized ad rotation. I prefer to use third party bid automation tools rather than Google’s bid rules. And dynamic ads and campaigns are a nightmare for B2B advertisers.

I’ve never been a fan of handing Google the keys to your marketing campaign success. I’ve seen time and again where using Target CPA bidding can throttle the volume of your campaign, killing revenue and profit. I would never simply bid on every keyword possible. That is a worst practice, bordering on irresponsible in my opinion.

But hey, trust us. We’re Google.

Nowhere is Google’s arrogance more apparent than with the new Adwords UI. This week’s PPC Chat on Twitter was all about digging in to the new UI. I had a client meeting and had to miss most of the chat, but you can find it on the #ppcchat hashtag. While participants praised a few elements in the new UI, the overwhelming sentiment was that it’s much harder to use, missing key features, and slows down workflows.

Take the Extensions section, for example. Users find the labels confusing and meaningless.

That’s just one example of the many, many issues people have with the new UI. When host Kirk Williams asked for a list of suggestions for Adwords, he got a ton of them:

(I know you can’t read that – just making a point.)

Julie Bacchini sums it up well:

Exactly. GA has moved things around in the past. When the most recent version rolled out, the transition was seamless. It was easy to find what you were looking for. Adwords supposedly crafted the new Adwords UI to act more like GA – but it misses the mark. Nothing is where you expect it to be. Key features are missing or hidden. Custom columns are gone. And there’s horizontal scrolling.

It does not appear that Adwords designed the new UI with input from actual users. But why would they? They think it’s better, so it must be. Trust us, we’re Google.

Do you agree? Or should I put away my cane and stop telling people to get off my lawn? Share in the comments!

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Keys to B2B PPC

February 9, 2018 By Leave a Comment

This week’s #PPCChat on February 6 was all about B2B PPC, a topic near and dear to my heart. It was a great chat, with lots of helpful information shared.

Here are a few keys to B2B PPC that came out of the chat.

B2B isn’t the same as B2C.

It may seem obvious, but it’s a distinction that I’m not sure the search engines understand. B2B PPC is usually focused on lead generation rather than a final sale. Leads are handed off to a sales team, or put into a nurture funnel. The buying cycle is long, making it challenging to close the loop from lead to sale.

Personas are important.

In B2C, personas are often irrelevant. Your customers are whoever buys your stuff. But for B2B, personas are important to understand, as they’ll drive a lot of your strategy – especially if you’re running paid social. Defining your personas early in the planning process will help you decide how to segment your audiences and content.

Audiences are a great way to hone in on the B2B user.

A lot of PPC Chatters mentioned audiences as a way to reach their target. While keywords are important, audiences are crucial to ensuring a successful B2B campaign. Spend some time researching your audience, and thinking about the best way to reach them.

For upper funnel campaigns, content is king.

You’ve probably heard the saying about digital advertising: Don’t ask the prospect to marry you the first time you meet. In other words, don’t hammer a first-time visitor with offers to buy, buy, buy!

Nowhere is that saying truer than in B2B PPC. Users are not going to buy a six-figure piece of industrial equipment, or an enterprise software package, or whatever B2B businesses are selling, on the first go-round. Search is often taking place higher up the funnel, when people are just beginning to research solutions to their problems.

Content is king for upper-funnel B2B PPC campaigns. You must have good content to sell your audience.

B2B measurement is tough, but can be done.

Front-end measurement for B2B PPC is easy: just slap Google Analytics or another package on your site, and you can track visits, user behavior, and even website conversions. The problem is, website conversions are usually not a purchase – they’re a lead. What happens to those leads once they convert online?

That’s the loop that’s surprisingly difficult to close. B2B advertisers tend to be behind the times when it comes to tracking systems and processes. A shocking number of businesses are using old-school CRM systems, or even pencil and paper, to track leads. They have no idea what happens to them once they go to the sales team.

I encourage you to read Heather Cooan’s tweets from this week’s chat on measurement. She worked in-house at a B2B organization for several years, and has great insights into how to make this work.

In fact, I encourage you to read the entire tweet stream from Tuesday, February 6. There are a lot of great nuggets about B2B PPC there.

What’s your number-one key to B2B PPC success? Share in the comments!

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Top 5 Facebook Ads Experts To Follow On Twitter

February 2, 2018 By Leave a Comment

Here it is February, and I hope you all are full into the swing of 2018. I’m resolved to get back to regular blogging, health permitting. I’ve missed all of you.

One of my goals in 2018 is to become more proficient in Facebook Ads. We’ve acquired a couple of large Facebook advertisers over the past year, and while I’m comfortable managing the accounts, I know there are nuances that I still need to learn. And I’m guessing many of you are in the same boat.

A few months ago, the hashtag #FBAdsChat emerged on Twitter. I immediately created a column for it in Tweetdeck. While the tweet volume isn’t as high as on #PPCChat, it’s still worth following.

In addition to following #FBAdsChat, here are the top 5 Facebook Ads experts to follow on Twitter.

Susan Wenograd – @SusanEDub. Susan started the #FBAdsChat hashtag and hosts the chats that happen periodically on Thursdays at noon Eastern time. Susan has emerged as the premiere expert on Facebook Ads. She’s spoken at just about every search conference out there, sharing epic Facebook Ads knowledge. If you follow just one Facebook Ads expert, Susan is the one. She recently started her own company, too – find her online at susanwenograd.com.

Matt Mason – @MattMasonPPC. Matt is Senior Client Manager at PointIt. He’s active on the #FBAdsChat hashtag, asking great questions and sharing knowledge. He often hosts the chat when Susan isn’t available – he’s even done some spontaneous chats just because people want to. He’ll be speaking about Facebook Ads at the upcoming Hero Conf, too!

Timothy Jensen – @timothyjjensen. A longtime participant in PPC Chat, Timothy has been actively contributing to #FBAdsChat as well. He’s Campaign Manager at Clix Marketing. If you want nuggets on both PPC and Facebook Ads, give him a follow.

Akvile DeFazio – @AkvileDeFazio. Akvile has done everything, from working at Third Door Media to agency work to owning her own social advertising firm, Akvertise. Since she focuses on paid social, she shares lots of great tips on Facebook Ads on Twitter. She’s super nice too – someone great to know.

Michelle Morgan – @michellemsem. Michelle is Director of Client Services at Clix, and a frequent poster in #FBAdsChat. She’s always finding new features in the Facebook Ads UI, and isn’t shy about sharing. Michelle has been around the PPC Chat scene for a while and still posts there too.

Bonus: JD Prater – @jdprater. JD works for AdStage, a social ads management platform. He’s got his finger on the pulse of new Facebook Ads releases, and shares the info freely. AdStage has a great e-newsletter, too – go sign up at www.adstage.io.

What about you? Who are your must-follow Facebook Ads experts on Twitter? Share the love in the comments!

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2017 Reader Poll

December 8, 2017 By Leave a Comment

For the past 4 years, I’ve polled my loyal blog readers about what you want me to write about. I’ve loved hearing from you and seeing what topics are of interest. You all are the reason I keep writing, even when health issues make it challenging for me to write every week.

With that, here is the Beyond the Paid 2017 Reader Poll. Make your voice heard!


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PPC Ad Test Settings: The Great Debate

November 10, 2017 By 7 Comments

PPC ad testing is a topic that’s near and dear to my heart. It’s one of the most fun aspects of managing PPC campaigns: learning what ad copy performs best. It’s always fun to try something wild and crazy and have it perform well, or to prove an insistent client right or wrong with test data.

Lately, there have been several opinions thrown around regarding which PPC ad test settings should be used for best results. It’s been interesting to watch the debate play out in blog posts and on Twitter. And to add confusion to the mix, Google recently announced that they were reducing the options available for ad rotation to two: optimize and rotate indefinitely. Google claims the change was rolling out in September, but I’m still seeing 4 options in my campaigns.

Anyway, there are a few PPC experts who have suggested that it’s better in the long run to use the Optimize settings, rather than Rotate Evenly. PPC Hero recommends running 3 or more ads per ad group, and letting Google choose the winner. This is also Google’s recommendation, incidentally. Their argument is based on a case study showing that clicks increased when they chose the Optimize setting and ran 3 or more ads.

If you’re optimizing for clicks, you probably have bigger problems than choosing ad rotation settings.

At HeroConf London, Marty Röttgerding gave a presentation on ad rotation. I wasn’t at the conference, but his deck is up on Slideshare. I strongly recommend you check it out – while paging through Slideshare isn’t the same as hearing the presentation in person, you can get the drift. He talks about statistical significance and essentially says it’s a red herring. He also points out that the search partner network, and its low CTRs, throws things off. So does ad position and the fact that quality score and other factors are determined at the time of the auction. Marty also advocates letting Google handle ad rotation.

I disagree.

Now before you dismiss me as a Luddite who wants to manually control all aspects of Adwords, let me remind you that I wrote a post not long ago advocating for using bid management tools. I’m a big fan of automation. Just not when it comes to ad copy testing.

I’ve tried using optimize for conversions, more than once. We’ve inherited accounts full of campaigns with that setting. And when we’ve evaluated results, we’ve always come to the same conclusion: Optimize for conversions is flawed.

It’s flawed for the same reason that Facebook ad “rotation” is flawed. Both systems pick winners too soon. (To be clear, I’m not talking about the brand new split testing feature that FB just announced here.)

I’ve seen Adwords choose a winning ad that’s had 10-20 clicks. That’s just not enough clicks to be significant at any level. I’m not looking for 99% confidence, but when an ad could get 5-10 additional clicks and show a totally different result, that’s not a winning ad in my mind. There isn’t enough data to confidently say that the ad Google deems a “loser” won’t actually perform better with more clicks.

I’m not a fan of the “run at least 3 ads” logic either. We inherited a client nearly 2 years ago that was running 5-10 ads in every ad group. Each ad had a handful of clicks. There was no way to see which ad was winning – and no tests would ever come close to statistical significance. Here’s what happened when we took over and started running systematic tests, 2 ads at a time:

Of course, we were doing other optimization here, but ad copy testing was a huge part of it.

Here’s the bottom line. I get that automation is great and helps us focus on strategic PPC management. But why hand all your automation over to Google? We all know Google has Google’s best interest at heart, not ours.

I prefer using third party tools. For bid management, I like Acquisio. For ad copy testing, I’m a huge fan of AdAlysis. AdAlysis tells you when you have statistically significant test results, and can even automate your ad testing. It’ll pause losing ads, based on the KPIs you choose:

You can also set up draft ads that will automatically start running when loser ads are paused:

You can test a whole new ad, or have AdAlysis pick up elements of the previous ad. In the example above, I’m testing descriptions, so I want to keep the headlines the same as before. Just check the box, and the tool will do that.

It takes some time and thought to set up the automation, but the same is true of setting up tests via Google. And Google won’t automatically pause losing ads, unless you run a script telling it do to so. AdAlysis has so many other features besides ad copy testing, but is worth it for the testing tools alone.

When it comes to PPC ad test settings, I like to choose Rotate Indefinitely and make my own decisions on winners and losers.

What do you think? Are you in the automation camp for PPC ad test settings? If so, do you let Google automate, or are you using a tool? Share in the comments!

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What Type Of Info Really Sells Your PPC Audience?

October 27, 2017 By 2 Comments

In previous articles on PPC audiences, I’ve talked about the importance of audiences, who is the audience, and audience segmentation. All are necessary when conceptualizing a PPC campaign that’s using audience targeting. But once you set up the campaign, what type of info really sells your PPC audience?

If you’re a B2C ecommerce advertiser, the answer is easy: give them a deal! Countless articles have been written about using special offers in remarketing to lure customers back to your site to make a purchase. Here are just a few offers you could try:

• Exclusive deals or offers for returning shoppers
• Free shipping
• Customer rewards
• BOGO – buy one, get one offers
• Free products with purchase

There are many more. It’s fairly easy to brainstorm ideas, figure out which ones make business sense, and test them with your audience.

But what about B2B lead generation advertisers?

As usual, B2B is tricky. Many advertisers are not selling a physical product, or if they are, it’s high-consideration and not going to be purchased online in an ecommerce fashion. Offers like free shipping and customer rewards don’t make sense. What sells the B2B audience, then?

Valuable information.

Offering a valuable piece of content is a common tactic for B2B – because it works. An in-depth white paper, ebook, or guide that talks about common customer problems and potential solutions is an effective way to generate leads. Gate the content behind a form, or use data connectors like LinkedIn, Facebook, or Google forms to collect contact info. High-value content is a tried and true way to get leads that ultimately turn into sales.

Free trials.

If you’re selling software or SAAS products, free trials are highly effective in converting prospects to leads. Trials let potential customers try your product risk-free for a period of time, usually 14 to 30 days. The premise is that once they get used to using your software, they won’t want to stop, so they’ll buy it. I’ve personally become a customer of more than one product this way.

Personal attention.

Nowadays, with so many things being automated, a little personal attention from a real human goes a long way. Offering a free consultation, a conversation with a specialist, or even just an appointment with sales can be an effective way to get your foot in the door. We’ve had more than one client see success with using a “contact sales” or “free consult” offer, especially for high-consideration products or complicated services that require an individualized approach.

Price quotes.

Another simple, yet effective offer is to provide a price quote. B2B products and services often do not conform to a simple one-size-fits-all price. There are nuances, service levels, and add-ons that make it impossible to even put a pricing sheet on the company website. Using a form to give a price quote is a great way to not only get a lead, but to guide the prospect into the sales funnel.

Comparison to competitors.

If you’re the market leader, or if you have a feature that your competitors lack, using a landing page with a comparison grid is very persuasive.

Whether you choose to bid on competitor keywords or not, using a comparison grid helps show how you stack up, and convince a prospect to choose you over someone else. While a grid like this isn’t an offer per se, it’s a gateway to pique a user’s interest and convince them to provide their contact info to learn more. Try it on a landing page with an offer, as an added boost.

What about you? What type of info or offers have you tried that really sell your PPC audience? Share in the comments!

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PPC Reports: We Can Do Better

October 20, 2017 By 1 Comment

Creating PPC reports is a big part of every PPC professional’s job. Whether you work in-house or at an agency, it’s almost always necessary to report on campaign performance.

When I started doing PPC in 2002, reporting usually involved downloading raw data into Excel and trying to make sense of it. Today, there are countless tools available to help create PPC reports. Some are paid, like Optmyzr, Swydo, and reporting tools within bid management platforms like Acquisio. Others are free – Google Analytics, Google Data Studio, and the reports section of Adwords, to name a few. Most reporting tools include a WYSIWYG editor that helps you easily create graphs and visualizations.

I’ve been writing about PPC reports since 2011. And yet, in 2017, I still regularly see reports like this:

If I needed to quickly answer the question “how are my campaigns doing?”, I couldn’t do that with this report.

Folks, we can do better.

A good PPC report should tell a story, It should immediately make its key points clear, with visuals. Use graphs and color coding to help tell the story:

Contrast this image to the previous one. At a glance, I can tell that we are below our target for responses, and that our CTR and budget are below target as well. From that, I can infer that we are below target on responses because we have not spent what we thought we would. As an agency, this isn’t a great thing to report to a client, but it’s immediately clear what is happening and what needs to be done about it.

Visuals like this make it easy to focus on insights and recommendations: why are we underspent? What are we going to do to fix the issue? That’s the info that clients are looking for from a report – not a dump of numbers without context.

If you’re creating reports consisting of numbers in Excel, it’s time to rethink your reporting. Even adding a simple Excel graph showing KPI performance over time can make a difference in how easy the data is to digest. Resist the urge to throw data into the report just because it exists. Every element of the report should have a purpose and should illustrate how the campaigns performed against goals and objectives. For example, is performance by device really necessary? If you’re not going to do anything different in the campaign as a result of the data, don’t include it.

And if your campaigns don’t have clearly defined goals and objectives, stop everything and read this post.

Creating good visuals in a report doesn’t require fancy BI tools. The health check in the example above is a simple Excel chart with added circles created in PowerPoint. Mountain graphs aren’t necessary either – you could use two lines and achieve the same objective.

The point is, we can do better. PPC reports shouldn’t require a math degree to decipher. Remember, a picture is worth a thousand words.

What are your favorite PPC reporting tactics? Share in the comments!

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Advanced Shopping Campaign Segmentation for Increased ROI

October 6, 2017 By Leave a Comment

Editor’s Note: Today’s guest post is by Kelsey Hadaller of Hanapin Marketing. Get ready for some excellent shopping and e-commerce tips!

If ROI goals aren’t being met in your e-commerce account, consider segmenting your Shopping campaigns for a fast way to gain control over bids, budget and improve performance. While one campaign containing all products might be effective for smaller sites, using multiple Shopping campaigns is beneficial when targeting many products.

Shopping Segmentation Case Study

Let’s look at how segmenting Shopping campaigns helped increased ROAS for an actual AdWords account. This account ran for years with several Search and Display campaigns, but only a single Shopping campaign containing all products. After consistent Non-Branded ROAS decreases, we decided to segment the All Products campaign into the below segments.

• Remarketing
• High Profit Margin
• Overstock Products
• Beginner Products (most popular and competitive products)

The below table shows performance for the date range before and after the Shopping campaigns were segmented. Overall conversion volume decreased by 30.93% due to seasonality during the holiday season. Despite the high volume of conversions and revenue during the holiday season, the 2:1 ROAS goal was not reached. After segmenting Shopping campaigns, ROAS increased by 33.95%.

By splitting out shopping campaigns, we did the following:

• Increased bids and spend for previous site visitors
• Decreased spend for low ROAS products
• Increased Impression Share for popular and competitive products
• Increased purchases for overstock and out of date products

Segmentation Ideas

Once you decide your Shopping campaign(s) should be segmented, the next step is determining your new campaign structure. Below are five campaign segmentation ideas that apply to most e-commerce accounts.

Brand vs. Non-Brand

Splitting Shopping campaigns into Branded and Non-Branded queries has pros and cons.

To split out Shopping campaigns into Branded and Non-Branded campaigns, add your brand name and variations of it as a negative phrase match keyword to the Non-Branded campaign. All queries containing the brand name will then be matched to products in the Branded campaign instead.

Sale Products

Another great option for a separate Shopping campaign is a campaign containing products on sale. Use the high priority campaign setting to ensure queries matching to sale products are served ads from this campaign first. If your daily budget for this campaign is depleted at 6pm, ads can then still be served from the All Products Shopping campaign for the remainder of the day.

Take your sale products campaign to the next level and implement Merchant Promotions to increase clickthrough rate!

High ROAS

Another way to maximize Impression Share for top performing products is to break them out into their own campaign. This could include popular products that convert at a high rate or high margin products that have relatively low CPCs and result in high return.

Set this campaign at a medium priority setting to ensure queries match to the sale products campaign first and the high ROAS campaign second.

Low ROAS

You might be wondering why you would include historically low performing products in your shopping campaigns. There are a couple reasons to consider giving low ROAS products a second or third chance.

First, separating products into several Shopping campaigns gives you additional control over daily spend. Lowering bids and spend on an item will likely result in improved ROAS. Second, by separating low ROAS products into their own campaign, you’re also labeling these products as high priority for optimizations. This campaign should receive more Search Query Reports and bid adjustments throughout the month than the high ROAS campaign where products convert at a higher rate.

Remarketing

Sure, you can go the easy route and increase bids for previous site visitors, shopping cart abandoners or loyal customers in your Shopping campaigns. Create a separate RLSA Shopping campaign using a high priority setting to maximize Impression Share for users most likely to make purchases.

When setting up your RLSA Shopping campaign, make sure to use higher bids than the Non-RLSA Shopping campaigns. This ensures the campaign break-out will increase Impression Share and spend for your targeted audiences.

Do you have any strong opinions on Shopping campaign segmentation? If so, feel free to comment!

Kelsey Hadaller is Senior Account Manager for Hanapin Marketing. Follow her on Twitter at @khaddy_ppc.

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