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  • Learnings from Google’s Full Value of Search Workshop: Part 1

  • Learnings from Google’s Full Value of Search Workshop: Part 1

    Learnings from Google’s Full Value of Search Workshop: Part 1

    I couldn’t have had a better Monday than this one! I attended a workshop by Google last week, called the ‘Full Value of Search’ and here are my notes from the workshop. While I have captured the points that made the most sense to me and really resonated with me, I will also be capturing some of those aspects which need a deeper learning from my end.

    To begin with:

    Statistics on consumer behaviour

    • 40% consumers research is online and purchase offline
    • 52% conversion journeys are muti-clicks
    • People make at least two visits per website before purchase on average

    Statistics on advertiser behaviour

    There are three fundamentals of ‘search’ –  keywords, adwords and creatives. The workshop elaborated on 3 main concepts of FVOS (Full Value of Search): Automation, Conversion journey and Attribution. An elaboration of the concepts follow here:

    Automation

    • Why automatise?
      • How many working parts does an adword have?  (over a million parts!)
      • Tools (also referred to as robots) and humans play different roles – a robot is as important as a human is!
    • What are the tools/robots to automatise?
    • What can your robot do?
      • Change bids
      • Change budgets, pause/unpause ads
      • Create keywords, create ads

    An important concept that Google talked about at this point was the ‘bidding dimensions’. There are 10 million possible dimensions. For example: Location of users, time of day, device, network, operating system, browser, language setting, broad vs exact match, partner site, etc. Some keywords work better in particular cities, some work better on weekends – so and so forth. For example, for ‘flowers’ – roses will give more conversion than tulips! Here’s a brief note on conversion journey.

    • Using ‘conversion optimisation’ along with the current campaign is useful especially ‘custom conversion’ during low return campaigns
    • Increasing CPA will increase traffic
    • Automated rules – make your own bid logic (depending upon your campaign)
    • Adwords scripts – be creative with custom Javascript rules
    • Change ads based on external data (e.g weather)
    • Automatically include numbers in an ad (tickets, stock prices) [useful for travel clients]
    • Double click search and other bid management – optimise and report on all search campaigns through one tool
    • Adwords API custom development [for shopping and travel clients] – develop sophisticated in house management software that uses the google Adwords API
    • The question arises – Which is the right tool for my organization?
      • Conversion optimizer – free/less control [30 conversions per month]
      • Enhanced CPC – free/less control
      • Automated rules- free/control
      • Adwords scripts – free/tight control

    Hence, what is the next step? Decide which bidding robot you’d like to ‘hire’ onto your team. Choose which accounts you want the robot to optimise, then implement the same. The first session concluded here. While I sipped some tea and enjoyed my snacks, I thought to myself that I need practical intervention for a better understanding of the theories just learnt. I’m looking forward to get my hands dirty in more ‘search’ driven campaigns. I’ll put my notes from the second part of the session in a separate post.

    Hope you found this of some help :)

    Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.

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