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SearchSync

Version 2.0.2, updated 2015-12-02

SearchSync allows you to enable campaigns and deliver search ads in synch with TV commercial airings.



How to video

This webinar recording gives you an introduction to SearchSync and how to use it. Also check out the guide below for detailed step by step explanations and screenshots.

YouTube-Video

Prerequisites

Customers need an AdWords client account

wywy will need access to the AdWords account through the wywy My Client Center (see below).

Access

wywy will manage the trafficking of campaigns through a My Client Center (MCC) manager account. MCC manager accounts are the preferred method of access for all third parties such as:

  • Agencies

  • Search engine marketers (SEMs)

  • Automated bid managers (ABMs)

  • And other online marketing professionals who manage multiple client accounts or large campaigns


wywy uses the AdWords API to enable and pause campaigns and does not record any information outside of the specific wywy campaigns (see Campaigns). wywy employees do also not have access to or log into client accounts except in two separate instances:

  1. In the unlikely event there is a problem with the AdWords API and a campaign needs to be manually paused

  2. Upon written (email) request from a client to access an account for support


Although not recommended, clients are welcome to create separate accounts for the sole purpose of running wywy campaigns. However, wywy does advise clients wishing to do so to speak with their Google Account manager with regards to client account linking before starting campaigns.


Granting Access

  1. The client sends their 10-digit client account id (Customer ID) to wywy.

  2. wywy sends a request to be granted client management privileges

  3. The client grants wywy access from "Account settings > Account access"



Creating Campaigns

Fundamentals

Once access has been granted wywy will be able to traffic campaigns from the client account in sync with any TV creative being monitored. Specific campaigns can be set up slightly differently depending on the use case, budgets and geography. There are a number of constants that apply when creating wywy campaigns:

  1. Campaigns should always be created in a "PAUSED" state

  2. Campaigns should follow specific wywy naming convention

    1. all campaigns are given a prefix

    2. the prefix consists of two letters ('wy')
      followed by three digits ('001')
      and increment for each new campaign in the same account
      closed off by a single underscore ('_')
      followed by the clients own naming convention

    3. example:


After the campaigns have been created wywy's campaign management will work with the client to make sure that the correct commercials are linked to the right campaigns.


Campaign Goals

Before setting up a campaign it is crucial to understand the overall goals for the sync campaign. There are three general types of campaign goals:

  1. Conversion type goals
    This is the most common type of campaign, where the goal is tied to conversions.

  2. Position and CTR type goals
    The goal of the campaign is to achieve a top position or high CTR, but there are no conversions tracked in the account or not relevant to the success of the campaign.

  3. Text ad and branding type goals
    The goal is to serve a different text ad to users conducting a search during or after a TV commercial airing. The campaign can still be optimized for CTR and conversions, but delivering the correct message has a higher priority.


Conversion type goals and position or CTR type goals are very similar in terms of creating and managing campaigns. Many of the steps are the same.


Branding type goals where a different message is to be delivered is also similar in terms of campaign creation, but is very different with regards to bids as well as optimization.

Keyword Selection

Selecting the correct keywords to use is crucial to the success of the sync campaign. As an example, we could take Weight Watchers.



The keyword 'weight loss' is a great example of a keyword that should be included in the sync campaign. Weight Watchers are not in a top position on mobile for the keyword and it is very closely linked to the TV creative and the message.



The more generic and broader the search term, the more likely it is to be inspired by TV. Very specific or long-tail exact match keywords like '[free online weight loss guide]' are much less likely to get searched.


Criteria that signify good keywords for a sync campaign:

  • mentioned or directly advertised in the TV creative

  • broad match or phrase match ideal

  • exact match high traffic volume or very generic terms

  • if running in the account already, not in a 'top' position or with an average position higher than 1.4

Campaign Creation

There are several different ways to manage sync campaigns, ranging from duplication of existing campaigns to consolidation of several campaigns into one synced campaign. Which option is best will depend on reporting practices.


This process explains campaign duplication, but the principles remain the same regardless of approach.


  1. Duplicate the entire campaign; including all adgroups, keywords, other targeting criterion, campaign settings (device or geography), and text ads.
    It is important that the same ad text is used when a query can be matched to a keyword in both the synced and non-synced campaign. The keyword and ad text are important factors for determining ad rank which will influence the cost of a click. This history for a text ad and keyword is maintained even though you make structural changes to your campaigns.

  2. Rename the campaign by prefixing the original campaign name with 'wy001_' (see fundamentals)

  3. Pause all irellevant adgroups and keywords within the new sync campaign.
    wywy will only enable campaigns and will not make any other changes to the account through the API. This means any keywords or adgroups in a paused state will not serve, unless enabled again. Any keywords not relevant to the TV creative should be paused (see keyword selection).

  4. Pause all text ads except the ad with the best performance in the new sync campaign.
    In the original campaign, check the performance of the text ads. A good indicator is a high served rate and a high CTR. This is important due to the way that AdWords will rotate ads per default, which is not compatible with duplicated sync campaigns. Only the best performing text ad from the original campaign should remain active in the sync campaign.

  5. Check the geographic targeting of the new sync campaign.
    This should align with your TV commercial airings. TV commercials running on the US west coast should not trigger campaigns to deliver on the US east coast and vice versa. When syncing national US TV airings you will still need to create one campaign for the US eastern feed, targeting those states, and one campaign for the US pacific feed, targeting those states, as TV ads can air at different times.

  6. Check the mobile bid adjustment of the new sync campaign.
    Generally, TV inspired searches are more likely to occur on mobile devices. Check to make sure the mobile bid adjustment is not set to 0%. wywy recommends a mobile bid adjustment of 100% or greater.

Budget and Bids

The budget needed for a synced campaign depends on the number and frequency of airings. Generally synced campaigns receive around 5-15% of the total traffic for any given keyword.


Bids should be set at the keyword level and placed using 'manual CPC bidding'. What bid to set, and how much more to bid in a sync campaign compared to a standard campaign will depend on a number of different factors tied closely to the campaign goals (see campaign goals).


The greater the target average position increase, for example, will require a significantly higher bid. Starting out with an aggressive bid will give actionable data faster.


Client's starting out with limited experience could apply the below settings for the first 24-48 hours and then optimize accordingly (see optimization):

  • manual CPC bidding

  • bid at the keyword level

  • 35% higher bid for the synced campaign

  • mobile bid adjustment of 100% (or same as original campaign if higher)

Mapping Campaigns

After the campaigns have been created wywy's campaign management will work with the client to make sure that the correct commercials are linked to the right campaigns. During this process wywy will confirm that all settings are correct and also set the delivery window for each campaign.


Any number of campaigns can be linked to a TV creative and any number of TV creatives can be linked to a single campaign. What configuration is chosen depends strongly on what the goals of the overall marketing campaign are and which keywords should serve in sync with a TV creative.

Delivery Window

The delivery window can be set individually for each campaign, regardless of the number of associated TV creatives. This setting can also be updated at any point during the campaign and does not need to remain fixed to its initial value allowing for optimization of sync length throughout the flight.


The recommended value for a delivery window is between three minutes (180 seconds) and five minutes (300 seconds). The wywy technology allows for delivery windows anywhere between two minutes and several hours, but it is not recommended to select a window of more than ten minutes (600 seconds).

Limitations

Currently wywy will only change the status of the specific wywy search sync campaigns in a client account switching them from "PAUSED" to "ACTIVE" and then reverting back to a "PAUSED" state at the end of the delivery window.


wywy will not make other changes such as adjusting the keyword level bids, change adgroup, keyword, text ad status, mobile bid adjustments, or other targeting criterion.


Any single campaign can only have one delivery window associated with it, regardless of the number of associated TV creatives. This is in part to maintain consistency in the campaign to allow for reporting and optimization, but also to reduce the operational factors when handling a large number of campaigns or several different TV creatives.


The Adwords API has certain rate limits which requires us to limit the number of campaigns associated with any one TV creative. The current limit for mapped Adwords campaigns is 40 campaigns per associated TV creative.

Reporting and Optimization

Adwords allows for reports to be broken down into hours, which means that it is not possible to report on SearchSync campaigns at the airing or spot level. One advantage of setting up separate campaigns for SearchSync is the ability to track the performance separately from the normal search campaign.


Since a SearchSync campaign will only deliver impressions and receive clicks within the defined delivery window as a direct result of a TV airing, reviewing the campaign performance as a whole, or for individual keywords, is no different than reviewing a standard search campaign.


The campaign should be continuously reviewed to make sure that bids are adequate, costs and impressions are within budget and that the targeted average position is reached. Keywords not reaching their goals or ads not performing as expected should be adjusted accordingly.


This video gives you in-depth optimization and reporting tips:

SearchSync Optimization and Reporting


Health Checks


wywy strongly recommends daily health checks of campaigns. Health checks can be conducted quickly in the AdWords frontend by looking at the campaigns side-by-side.



Comparing the performance of the sync campaign with the original campaign is a good way of making sure everything is working fine. Selecting the device segment will allow further insight into how desktop and mobile are driving clicks and impressions.



The average position is a main indicator for how your bids are matched. If you are not significantly increasing your average position you should increase your bids.



Click-through rate should be higher for a synced campaign. A lower CTR could indicate issues with the selected keywords, such as having lower interest with TV inspired users.



The cost per conversion and conversion rate show the efficiency of a campaign. The cost per conversion should ideally be lower than original campaign. Note that the total number of conversions should ideally be above 50 to be statistically significant. Lower numbers could mean skewed results due to positive or negative outliers, therefore making impossible to correctly interpret the numbers. In the example above the conversions in the synced campaign for tablets is 32, indicating that the cost per conversion or conversion rate may not be reliable at face value.


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