All comments are paraphrased as closely as I could capture them.

Moderator: Jeffrey K. Rohrs, VP, Agency & Search Marketing, ExactTarget

Speakers:
Brad Geddes, Director of Search Engine Marketing, Local Launch
Ben Perry, Ph.D., Paid Search Director, iProspect
Matt Van Wagner, President, Find Me Faster

Brad
- Going to talk about day parting.
- Important for advertisers tracking their ROI on a daily or hourly basis
- Every day of the week is unique.
- Time zones matter in some industries more than other.
- Day of the month can make a bid difference, particularly for purchases tied to disposable income (and thus, pay day).
- Google and Microsoft have day parting. Yahoo does not at this time.
- Change ad copy for time sensitive offers
- The use of the day in the ad helps connect to the searcher

Ben
- Speaking on campaign set up considerations
- Do not use engine daily budgets to guide your spending
- Hitting your budget, or even coming close, throttles your ad serving
- Use Google’s Website Optimizerr to test new traffic sources
- Buy “tangential” keywords carefully, or not at all.
- Use broad match (with negative keywords) to reach maximum volume under a CPA target. You must mine your data for negatives
- Think about your ad position as a side effect of your ROI equation, not as a lever for driving your campaign. Use ROI calculations to determine your bids, and let position fall where it may.
- Use geo-targeting strategically

Matt
- Implementing dynamic keyword insertion in a quality score world
- Google, Yahoo, MSN and Ask all offer dynamic keyword insertion
- Improperly managed, DKI can cause horrible ads to display
- In Google, many word casing options are available
- Google DKI inserts the keyword from your ad group, not the keyword from the user query
- Microsoft went all out on dynamic text. Full set of text insertion tools.
- DKI works best when ad groups are tightly organized around themes.
- Phrase match should be used, rather than broad match.
- DKI is less successful where branding is more important than clicks.
- DKI does not directly improve quality score, but if you structure the campaign correctly, CTR will improve, and thus quality score.

Question – Have you ever used the budget optimizer in Google to determine maximum CPC and then switched back?
Brad – With Google, you can say here’s my monthly budget, and it will change bids for you to maximize traffic. It does not differentiate value from one click to another. I’m not a fan of this.
Ben – If you’re optimizing to clicks, then maybe it’s not the worst thing in the world, but most people are not doing this.

Question – What data is there on differential value by position?
Ben – I’m advocating determine a maximum bid and letting position fall where it may. If you’re at the max bid, and the next position is two cents more, it’s not worth spending those two cents, if it causes you to lose money.
Brad – It depends upon your goals. It is brand? Is it conversion? In some spaces, there are higher conversions for higher positions.

Question – What is the effect on the content network, if your increasing or decreasing bids using ad scheduling?
Brad – Scheduling works on content network, if manage it and search separately.

Question – What is the lag time with each of the networks?
Brad – It’s actually very little.
Frederick Vallaeys, Adwords Product Evangelist, Google – The lag time on Google is actually zero.

Question – Can DKI be set to match the case in your keyword list? This is important for product names with mid-word capitals such as TiVo.
Matt – I don’t know. With Yahoo and MSN, you could use alternative text, but it might get kicked back during editorial review. I don’t think there’s a way to do this in Google. This would be a good thing to suggest to the AdWords Product Team, which I think you’ve just done.

This entry was posted on Tuesday, June 5th, 2007 at 12:44 pm by admin and is filed under Google, MSN, Paid Search (PPC), SMX Advanced 2007, Yahoo. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.