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Paid Search In-House Transition
Patrick Kelleher
How To Move PLAs In House
BE STUBBORN ABOUT
YOUR GOALS, AND
FLEXIBLE ABOUT YOUR
METHODS.
Raised in Freeport, Maine
15 Year Tenure at L.L.Bean
Two Kids, Two Dogs
Fly Fishing, Hiking / Camping, Live Music
About Me…
Global heritage outdoor / apparel brand headquartered in Freeport, Maine
Founded in 1912 by Leon Leonwood (L.L.) Bean
Manufactures world renowned products of the highest quality
$1.6 billion in annual net sales
About L.L.Bean
Drives 20% of top-line revenue
Focuses investment across 150+ product categories, ranging from women’s
knit tops to best in class fly rods
Investment weighted toward image ads and mobile
Supports go-to-market strategy across many seasonal themes
Paid Search Program
Too important to be wholly dependent on a 3rd party resource
Indirect relationship with bid platform
Slow reaction time
Competing goals
Why Transition In-House?
Higher accountability
Drive expertise internally
Turnaround of in-season strategic shifts
Access to internal data / reporting (24 / 7)
Alignment with rest of org.
Enhanced relationship with bid platform / engine partners
Improved testing strategy
Benefits
Transition timeline
Keeping pace with evolving industry trends
Lack of cross-client performance data
Team hierarchy / structure
Competing project work / meetings
Challenges
How To Move PLAs In House
Pre-Transition Planning
Account Audit
Prioritization Matrix
Foundational Hygiene
Bid Management
Account Restructure
Mobile Investment Review
L.L.Bean Transition Steps
Prioritized the Work
High Impact
High Effort
Low Impact
Low Effort
Foundational
Hygiene
Bid
Management
Mobile
RLSAs
Gemini
International
Sitelinks
Ad Copy
Strategy
Retail
DTB
3rd Party
Research
Tier1Tier2
Geo Targeting
Day / Week Parting
International
Crawl First
Rebuilt our
foundation
“Foundational Hygiene”
Structure
Keyword
Profile
Mobile
Bid
Management
Big Win #1
Text Account
SimplificationMen’s
Women’s
Sporting
Home
Brand
Other Prod
Kids
Joint
Men’s
Women’s
Sporting
Home
Brand
Other Prod
Kids
Joint
Store DMA Non-Store DMA
Men’s
Women’s
Sporting
Home
Brand
Other Prod
Kids
Joint
Combined
Reduced Keyword profile > -50%
Audience Audience
Why split traffic?
Big Win #2
Match Type Balance
Exact
Broad /
BMM Exact
Broad /
BMM
Exact BMM
Broad
Pre Transition
Spend
Post Transition
Spend
Big Win #3
PLA Product Group
Profile
Footwear
Apparel
Accessories
Vendors
Winter Sports
General Sporting
Outerwear
OLD Structure
Discovery Rain
Jacket W’s
NEW Structure
…
W’s Rainwear
Campaign
Adgroup
Campaign
W’s Jackets / Coats
Adgroup
W’s Belts
M’s Sandals
W’s Slippers
W’s Shorts
Sledding
Boys Outerwear
School Bags
…
Jackets / Coats
Product Group
Discovery Rain
Jacket W’s
Product Group
How To Move PLAs In House
Big Win #4
Mobile
Domestic Holdout Test Dark
50%
50%
Big Win #5
Bid Management
Established day to day relationship with bid platform / feed vendor
Moved away from spend capped model
Allowed seasonality to drive investment levels
Tested various bid strategies
Incorporated attribution insights
Leveraged business data
Resulting Performance
Revenue
+25%
Ad Spend
-17%
ROAS
+51%
How To Move PLAs In House
Ready to Run (or fly?)
Leverage modeling to enhance audience targeting
Offline sales data
API Connectivity
Bid to real-time margin data
Product discovery targets
Landing Page Testing
Voice Search – super long tails
Thank You!

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Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 

How To Move PLAs In House

  • 1. Paid Search In-House Transition Patrick Kelleher
  • 3. BE STUBBORN ABOUT YOUR GOALS, AND FLEXIBLE ABOUT YOUR METHODS.
  • 4. Raised in Freeport, Maine 15 Year Tenure at L.L.Bean Two Kids, Two Dogs Fly Fishing, Hiking / Camping, Live Music About Me…
  • 5. Global heritage outdoor / apparel brand headquartered in Freeport, Maine Founded in 1912 by Leon Leonwood (L.L.) Bean Manufactures world renowned products of the highest quality $1.6 billion in annual net sales About L.L.Bean
  • 6. Drives 20% of top-line revenue Focuses investment across 150+ product categories, ranging from women’s knit tops to best in class fly rods Investment weighted toward image ads and mobile Supports go-to-market strategy across many seasonal themes Paid Search Program
  • 7. Too important to be wholly dependent on a 3rd party resource Indirect relationship with bid platform Slow reaction time Competing goals Why Transition In-House?
  • 8. Higher accountability Drive expertise internally Turnaround of in-season strategic shifts Access to internal data / reporting (24 / 7) Alignment with rest of org. Enhanced relationship with bid platform / engine partners Improved testing strategy Benefits
  • 9. Transition timeline Keeping pace with evolving industry trends Lack of cross-client performance data Team hierarchy / structure Competing project work / meetings Challenges
  • 11. Pre-Transition Planning Account Audit Prioritization Matrix Foundational Hygiene Bid Management Account Restructure Mobile Investment Review L.L.Bean Transition Steps
  • 12. Prioritized the Work High Impact High Effort Low Impact Low Effort Foundational Hygiene Bid Management Mobile RLSAs Gemini International Sitelinks Ad Copy Strategy Retail DTB 3rd Party Research Tier1Tier2 Geo Targeting Day / Week Parting International
  • 16. Big Win #1 Text Account SimplificationMen’s Women’s Sporting Home Brand Other Prod Kids Joint Men’s Women’s Sporting Home Brand Other Prod Kids Joint Store DMA Non-Store DMA Men’s Women’s Sporting Home Brand Other Prod Kids Joint Combined Reduced Keyword profile > -50% Audience Audience Why split traffic?
  • 17. Big Win #2 Match Type Balance Exact Broad / BMM Exact Broad / BMM Exact BMM Broad Pre Transition Spend Post Transition Spend
  • 18. Big Win #3 PLA Product Group Profile Footwear Apparel Accessories Vendors Winter Sports General Sporting Outerwear OLD Structure Discovery Rain Jacket W’s NEW Structure … W’s Rainwear Campaign Adgroup Campaign W’s Jackets / Coats Adgroup W’s Belts M’s Sandals W’s Slippers W’s Shorts Sledding Boys Outerwear School Bags … Jackets / Coats Product Group Discovery Rain Jacket W’s Product Group
  • 20. Big Win #4 Mobile Domestic Holdout Test Dark 50% 50%
  • 21. Big Win #5 Bid Management Established day to day relationship with bid platform / feed vendor Moved away from spend capped model Allowed seasonality to drive investment levels Tested various bid strategies Incorporated attribution insights Leveraged business data
  • 24. Ready to Run (or fly?) Leverage modeling to enhance audience targeting Offline sales data API Connectivity Bid to real-time margin data Product discovery targets Landing Page Testing Voice Search – super long tails

Notes de l'éditeur

  1. I’m not going to tell you how I think a transition should be executed, but rather show you how we approached it at L.L.Bean. What worked for us and what didn’t. Every brand is different, every agency is different.
  2. 31 Stores, 9 Outlets $1 billion Ecommerce Business Mail over 150 million catalogs per year
  3. Paid Search program since 2002, been with 5 agencies over 12 years 31 Stores, 9 Outlets $1 billion Ecommerce Business Mail over 150 million catalogs per year
  4. Enhanced relationship with considerably more direct communications
  5. I’m not going to tell you how I think a transition should be executed, but rather show you how we approached it at L.L.Bean. What worked for us and what didn’t. Every brand is different, every agency is different.
  6. I’m not going to tell you how I think a transition should be executed, but rather show you how we approached it at L.L.Bean. What worked for us and what didn’t. Every brand is different, every agency is different.
  7. Scorecard key findings: Complexity and scale of program led to inconsistencies, waste, and improper setup Ad copy and keyword combinations were imprecise, leading to suboptimal user experiences Major issues needed to be fixed immediately after cutover: Bidding on irrelevant keywords (e.g. “picnic tables”) Landing Pages broken (error and 404 pages) Empty Free Text landing pages (null results, not found by agency’s URL checker) Paying too much for keywords that weren’t profitable Restricting coverage on keywords with unreasonably low budget caps
  8. Reduced from 18 to 8 Accounts Old way: 1 change = 4 changes Traffic splitting reduced keyword-level scale and quality score. Audience targeting rolled into campaign level settings
  9. Removed Repetitive Layers – Department layer sequenced twice Brand and non-brand 3 phase restructure (Combine brand / non brand, phase out department layer, move to product hierarchy vs. site heirarchy) Enabled product level bidding Vendors in product campaigns Local Inventory Ads (LIA) - LIA now accounts for 30% of total PLA spend
  10. I’m not going to tell you how I think a transition should be executed, but rather show you how we approached it at L.L.Bean. What worked for us and what didn’t. Every brand is different, every agency is different.
  11. Mobile holdout test
  12. LIA now accounts for 30% of total PLA spend
  13. LIA now accounts for 30% of total PLA spend
  14. I’m not going to tell you how I think a transition should be executed, but rather show you how we approached it at L.L.Bean. What worked for us and what didn’t. Every brand is different, every agency is different.
  15. LIA now accounts for 30% of total PLA spend