Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations

Figuring Out How To Scale is Sort of Like…

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1

In order to scale,
you have to prioritize.

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 2

3 Simple Ways to
Prioritize Big PPC Accounts
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex


3 Simple Ways to Prioritize Big PPC Accounts
1. Segregate Your Brand Keywords
2. Tackle the Tail with Technology
3. Automate Your Account Monitoring

2010 @digitalalex 4

# Segregate Your
Brand Keywords


The Head Term Checklist
Improve
Targeting
 Review search queries weekly
 Segregate brand keywords
 Build a Match Type Keyword Trap

Satisfy User Value
Intent Segments
Appropriately
 Test text ads
 Organize campaigns for reporting
 Tighten ad groups
 Maximize impression share
 Target and test landing pages
 Test PPC/SEO cannibalization
 Optimize text ad continuity
 Manually bid/review bid suggestions
 Ensure offer continuity
 Measure multiple goals
 Test new ad formats
2010 @digitalalex 6

Let’s Pick One Segment

Brand Terms Are Different

2010 @digitalalex 7

There are 4 Types of Brand Keywords

Brand – Pure Navigational Brand
• sony, soney • sony website,
www.sony.com

Brand – Related Brand Plus Keywords
• Howard Stringer • sony televisions

2010 @digitalalex 8

Put Them In Separate Ad Groups

2010 @digitalalex 9

Different Brand Keywords, Different Text Ads

Brand – Pure Navigational Brand
• sony, soney • sony website,
www.sony.com

Brand – Related Brand Plus Keywords
• Howard Stringer • sony televisions

2010 @digitalalex 10

Use Broad & Advanced Match Sparingly


Exact
Phrase X Broad
Advanced


Add Brand Terms as Negatives in Other Campaigns


# Tackle the Tail with
Technology


Find Opportunities with New Options in
Google’s Keyword Tool


Review Ad Share, Search Share & Page
Ad Share = PPC Search Share = Organic Page


Pick the Categories You Want to Expand


Filter Your List for Volume, Competition & Share


Download & Create New Campaigns


Scrape Your Own Site to Build Out The Tail


# Automate Your
Account Monitoring


Google Analytics Custom Alerts


Google AdWords Custom Alerts


3rd Party Platforms


43 Paid Search Marketing Tools
1. Keyword Research 5. Niche Tools
– Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com
https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com
– Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com
– Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com
http://www.keyworddiscovery.com/ 6. Testing & Personalization
– SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer
http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget
– Wordstream – www.wordstream.com • Monetate – www.monetate.com
2. Competitive Analysis • Sitespect – www.sitespect.com
1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com
2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative
3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com
4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com
5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com
3. Display Research • iPerceptions – www.iperceptions.com
1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com
http://clck.it/placement-tool 8. Analytics – Quantitative
2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com
http://www.google.com/adplanner/ • Unica – www.unica.com
3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics
4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com
• ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com
• Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com
• Acquisio – www.acquisio.com • SAP – www.sap.com
• AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com
• adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com
• Volusion – www.volusion.com


More On These Topics
• Account Monitoring
– http://www.kaushik.net/avinash/2010/06/leverage-web-analytics-
custom-alerts.html

• Head Keywords
– http://www.clickequations.com/blog/2010/07/keywords-not-
equal/
– http://www.clickequations.com/blog/2010/03/st21-brand-
keywords/

• The Long Tail of Search
– http://www.kaushik.net/avinash/2009/04/googles-search-based-
keyword-tool-monetize-long-tail-search.html
– http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-
10-how-thick-is-your-head-and-how-long-is-your-tail.html

ClickEquations: Intelligent Paid Search Platform

ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy-to-use optimization

• Powerful bid management created
with experts from the Wharton School

• Best in class analytics for advanced
and automated reporting

• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst

www.ClickEquations.com | @digitalalex
2010 29

ClickEquations – Alex Cohen

acohen@clickequations.com www.ClickEquations.com
484-362-1321

@DigitalAlex www.AlexLCohen.com


Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations

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Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations