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SEM-PPC-Retargeting

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Stefan

Stefan

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Apr 15, 2009
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Stefan
#1
SEM is becoming more important everyday.

"Net influence of search engines heatmap for auto"
ZMOTSEARCHENGINEINF.jpg

Source: Google/Shopper Sciences, Zero Moment of Truth Automotive Study, U.S., April 2011

When compared to TV and "the influence of TV ads"

ZMOTTVINF.jpg

I am NOT saying TV is not working or that we should stop adverting on TV!!!
Out of 18.2 sources one must be the TV!

ZMOTCROSSCATEGORY.jpg


Here are my questions:

Should we outsource our SEM?
What are some good company's out there?
How do we measure success?
What should be a minimum/starting CTR or CPC?
Is Quality Score important?
What should be the lowest running quality score key words?
Should you pause or remove your low quality score key words?
Since we are not true eCommerce sites, is the Conversion really important or should we pay more attention to Time on site, Page views and/or Bounce rate?
How important are your ads and the message in the ad?
Do people really read the ads or they just click on the first thing on the page?

Vendors feel free to jump in! With realistic numbers and suggestions please!


Back in August I was running the used car ads in house.

August 2011.jpg

Today we outsource the used car ads and we still mange the Ad-wards Express / Google Places in house:

OCT 2011.jpg

Anyone doing any re-targeting? Any success?
 
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Reactions: 1 person
#2
Just on a personal note about remarketing,

My wife noticed it right away and she was pretty anoyed both because someone was tracking her web activities wthout her authorization and second because she was seeing the same ad all the time.

I also thought that it was somewhat not useful is many cases. For example I searched for 'everett chevrolet' looking for domains to build microsites for a client and I found another 'everett chevy' in a different state. I clicked because I was curious and not I see their ads everywhere. Not only I'm not buying a car, but at this moment I'm not thinking Chevy, and I'm not buying in a different state.

Is this costing $$$ to that deaer?
 
#4
What impressed me about the heatmaps the first time I saw them was how dramatically the influence of search engines dropped off a month or two out from purchase. This would suggest to me that the customer located their primary research sites and weren't returning to the search engines. That, or they had already made a purchase decision.

It seems to me that retargeting could be extraordinarily helpful in building purchase intent if your dealership has made the customers consideration set. It could also get you back into consideration if you'd previously been eliminated.

Think about it. Customers start spending less time on the search engines a full four to eight weeks out. How do you continue to reach them in the crucial period right before the decision is made.

I am a vendor - but I am NOT in the SEO/SEM/PPC biz. I do however find this a fascinating topic.
 
#5
What is the future for SEM?

Recently, our ads for Used Toyota and Lexus have been disapproved due to Trademark Violation. My first thought, no big deal, ill call them and get it fixed. Few days later all fixed with a minor adjustment: you must direct all traffic to the OEM Approved/Compliant website... No more PPC traffic to a portal.

Wait, our VW ads got disapproved as well. I cant fix that... I'm not a VW dealer.

What is going to happen when all OEMs will enforce the trademark policy? Is Google really going to allow this?

Hello AdWords Advertiser,

We wanted to alert you that one or more of your ads or keywords have
been disapproved. Unfortunately, we won't be able to show your ads on
Google, our search partners, or on Display Network placements until you
edit your ads or keywords to make them compliant with our policies.

If this is an error, we want to get your ads back up and running as
quickly as possible, and your Google team is here to help. Below you'll
find the reason why your ads or keywords have been disapproved. At the
end of this email, you'll find a Problem Report that includes details
about which ads or keywords have been disapproved and what you can do
to fix them (if possible).

====================
Disapproval Reason
====================
[Trademarks] Trademark in Ad Content or Keyword Insertion: Due to
trademark complaints, we don't allow advertisers to use certain
trademarked terms or elements in the content of their Google AdWords
campaigns unless they comply with our Reseller/Informational Site
policy.

You can learn more about Google's trademark policy at:
What is Google's AdWords and AdSense trademark policy? - Advertising Policies Help.
--------------------

Repeated violations of our Advertising Policies may result in a
suspension of your AdWords account, so it's important to address any
issues as soon as possible by reviewing our policies. You can review
our Advertising Policies at:
Overview - Advertising Policies Help.

This message was sent from a notification-only email address that
doesn’t accept incoming email. If you have questions about our
policies, please contact us through the AdWords Help Center at
http://support.google.com/adwords/b...source=google&utm_medium=cm&utm_campaign=awpv.

Sincerely,
The Google AdWords Team


====================
Problem Report
====================
AdWords account number:

----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: '2009 Volkswagen Jetta
Sedan'
----------------------------------------------

Ad Text:

2009 Jetta
Shop with confidence at Dolan
Prices Starting At $15950
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): jetta

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: '2008 Volkswagen Passat
Sedan'
----------------------------------------------

Ad Text:

2008 Passat
Let Us Help You Drive Home Now
Great Quality & Service $17482
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): passat

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: '2011 Volkswagen Jetta
Sedan'
----------------------------------------------

Ad Text:

2011 Jetta
Shop with confidence at Dolan
Prices Starting At $16535
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): jetta

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: 'Volkswagen Jetta Sedan'
----------------------------------------------

Ad Text:

Used Jetta s
6 On the lot now, priced to
sell, Prices Starting At $15950
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): jetta

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: 'Toyota Corolla'
----------------------------------------------

Ad Text:

Used Corollas
6 On the lot now, priced to
sell, Prices Starting At $10850
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): corollas

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
----------------------------------------------
Campaign: 'Dolan Auto Group Dynamic,' Ad Group: 'Toyota Tacoma'
----------------------------------------------

Ad Text:

Used Tacomas
5 On the lot now, priced to
sell, Prices Starting At $20000
www.dolanautogroup.com

Ad Status: Disapproved
Ad Issue(s): [Trademarks] Trademark in Ad Content or Keyword Insertion
~~~~~~~~~

SUGGESTIONS:
Trademark(s): tacomas

Keyword(s) that aren't eligible for keyword insertion:

In certain regions, we allow ads to show with a trademark in ad text if
the ad is from a reseller or an informational site, and if the
corresponding landing page meets our policy criteria. Unfortunately,
your landing page doesn't meet the necessary criteria at this time. In
order for your ad to run, please do one of the following:

1. Remove the above trademark(s) from your ad
2. Obtain authorization from the trademark owner
3. Direct your ad to a landing page that complies with our policy

Keyword Insertion: The trademark keywords listed above won't appear in
your ad text. Note that the keywords at issue may continue to trigger
the ad. If you'd like the keyword to be eligible for keyword insertion
into your ad text, please do one of the following:

1. Obtain authorization from the trademark owner
2. Direct the keyword level URLs to a landing page that complies with
our policy

For more information, please visit:
What is Google's trademark policy for resellers and informational sites? - Advertising Policies Help.
Click to expand...
 
#6
The problem with Google's trademark policy is that it isn't what the law prescribes - it's much stiffer.

It's perfectly legal to advertise an item for sale by it's given name. However, Google, succumbing to pressure from manufacturers chooses to over-apply it.

The problem for Google is they don't have a method for properly checking if the SITUATION allows you to use the trademark. So, in turn, the do the safe thing and disallow any use that the manufacturer doesn't approve.

In Europe, they do allow advertisers to use brand names in search in applicable situations.

I would assume that in time Google will find a way to make the policy operate in accordance with law - meaning you can advertise a trademark in certain situations.

After all - that will create more revenue for Google and be better for advertisers - which is something Google has been good at creating.

Stefan said:
What is the future for SEM?

Recently, our ads for Used Toyota and Lexus have been disapproved due to Trademark Violation. My first thought, no big deal, ill call them and get it fixed. Few days later all fixed with a minor adjustment: you must direct all traffic to the OEM Approved/Compliant website... No more PPC traffic to a portal.

Wait, our VW ads got disapproved as well. I cant fix that... I'm not a VW dealer.

What is going to happen when all OEMs will enforce the trademark policy? Is Google really going to allow this?
Click to expand...
 
#7
Thank you Duncan for explaining it. I feel your pain.

Personally I think OEM's are hurting their dealers more than helping them with this approach.

I really hope Google jumps in sooner than later.


dscarry said:
The problem with Google's trademark policy is that it isn't what the law prescribes - it's much stiffer.

It's perfectly legal to advertise an item for sale by it's given name. However, Google, succumbing to pressure from manufacturers chooses to over-apply it.

The problem for Google is they don't have a method for properly checking if the SITUATION allows you to use the trademark. So, in turn, the do the safe thing and disallow any use that the manufacturer doesn't approve.

In Europe, they do allow advertisers to use brand names in search in applicable situations.

I would assume that in time Google will find a way to make the policy operate in accordance with law - meaning you can advertise a trademark in certain situations.

After all - that will create more revenue for Google and be better for advertisers - which is something Google has been good at creating.
Click to expand...
 
#8
Yes, thanks for jumping in Duncan.

What recommendations do you have or what do you do for your dealer clients when this happens?

Are there call that can be made or any type of work-arounds?

Maybe Google will touch on this at the Summit in a few weeks.

I'll be seeing you there, right Stefan?
 
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