WHAT $1 MILLION HAS TAUGHT USABOUTENHANCED CAMPAIGNS@JeffAllenUTJeff.Allen@hanapinmarketing.com
LOOKING AT EC’S ATTHE MACRO LEVEL
RESULTS FROM ~50 ACCOUNTS& OVER $1 MILLIONDOLLARS IN SPEND (over 30-days).
MOBILE IMPRESSIONS UP9% & CLICKS UP 45%.
TABLET IMPRESSIONSCLICKS UP 45%.UP 48%
COMPUTER IMPRESSIONSUP 5% & CLICKS DOWN 13%.
BUDGET ALLOCATIONPRE-ENHANCED CAMPAIGNSPREMOBILE: 10.2%TABLET: 10.2%
BUDGET ALLOCATIONPOST-ENHANCEDCAMPAIGNSPRE POSTMOBILE:10.2% 16.8%TABLET: 10.2% 11.6%
WHAT DOES THAT MEAN FORCOMPUTER SPEND?PRE:79%POST:71.6%
COMPUTER:+12%MOBILE: +40%TABLET: +13%CPA UP ACROSSALL DEVICES
“ENHANCEDCAMPAIGNS AREBULL$#^%”– MATT VAN WAGNER
LOOKING AT EC’S ATTHE MICRO LEVEL
IDEAL ACCOUNT FOR EC:• LOCATION SPECIFIC• MOBILE OPTIMIZED• DAY PARTING
60 miles-5% adjust.40 miles0% adjust.20 miles+20% adjust.Campuslocation
MOBILE BIDMULTIPLIER -30%.BASED ONAVERAGE MOBILETO DESKTOP CPAVARIANCE.
BUDGET ALLOCATIONPRE POSTCOMPUTER: 81% 74%MOBILE: 9% 16%CPAMOBILE UP 25%, COMPUTER ANDTABLET REMAINED NEARLYIDENTICAL.
No extraleads intarget radius
9% INCREASE IN CPANO CHANGE INVOLUME OF LEADS
STRIKE THATREVERSE IT
28%AFTERDELETING ALLBID MODIFIERSCPA DROPS
PROBLEMS:• BUDGETALLOCATION• GARBAGETRAFFIC• HARDER TO SEEISSUES
SOLUTIONS:• MORECAMPAIGNS• MORE ADGROUPS• …AND (hopefully)SOMEDAYSCRIPTS
INCREASESEGMENTATIONBEFORE USING MULTIPLERS
COMPUTER CPA SPIKEDDUE TO CHANGES IN AVERAGEPOSITIONavg. pos. change in impressions1-1.5 +39%1.5-2 +19%2-2.5 -6%…3.5-4 -29...
CAMPAIGN FARMSYSTEM
TIERED CAMPAIGNSTYPE LOCATION MULTIPLIERMAJORS NONE(NEAR CPA GOAL)FARM ONLY DOWN(< -20% OF CPA GOAL)PREP ONLY UP(> -20% OF...
All MOBILE IMPRESSIONS(avg. pos. = change in impressions)1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%*Exc...
MOBILE IMPRESSIONSFOR KW’S AT CPA GOAL(avg. pos. = change in impressions)1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3...
IDEALLY, AD GROUPS WOULD HAVEONE KEYWORD PER AD GROUP.KEYWORD LEVEL MULTIPLIERSWOULD RENDER THIS OBSOLETE.
TIERED AD GROUPSTYPE DEVICE MULTIPLIERMAJORS NONE(NEAR DESKTOP CPA)FARM ONLY DOWN(< -20% OF DESKTOP CPA)PREP -100%(> -20% ...
USE BID MODIFIERSSPARINGLY .CPA will spike if you use on highp o s i t i o n k e y w o r d s .T I E RC A M PA I G N S& ad ...
More relevance, better resultsJeff AllenHanapin Marketing@JeffAllenUTENHANCED CAMPAIGNS#NAILEDIT
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Enhanced Campaigns Case Study From SMX Advanced

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Google announced Enhanced Campaigns and Hanapin Marketing migrated many accounts to determine the early impacts and create new, best practices around this mandatory feature. This slideshow is both a case study of those results, on a macro and micro level, and some new PPC best practices that have evolved as a result.

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Enhanced Campaigns Case Study From SMX Advanced

  1. 1. WHAT $1 MILLION HAS TAUGHT USABOUTENHANCED CAMPAIGNS@JeffAllenUTJeff.Allen@hanapinmarketing.com
  2. 2. LOOKING AT EC’S ATTHE MACRO LEVEL
  3. 3. RESULTS FROM ~50 ACCOUNTS& OVER $1 MILLIONDOLLARS IN SPEND (over 30-days).
  4. 4. MOBILE IMPRESSIONS UP9% & CLICKS UP 45%.
  5. 5. TABLET IMPRESSIONSCLICKS UP 45%.UP 48%
  6. 6. COMPUTER IMPRESSIONSUP 5% & CLICKS DOWN 13%.
  7. 7. BUDGET ALLOCATIONPRE-ENHANCED CAMPAIGNSPREMOBILE: 10.2%TABLET: 10.2%
  8. 8. BUDGET ALLOCATIONPOST-ENHANCEDCAMPAIGNSPRE POSTMOBILE:10.2% 16.8%TABLET: 10.2% 11.6%
  9. 9. WHAT DOES THAT MEAN FORCOMPUTER SPEND?PRE:79%POST:71.6%
  10. 10. COMPUTER:+12%MOBILE: +40%TABLET: +13%CPA UP ACROSSALL DEVICES
  11. 11. “ENHANCEDCAMPAIGNS AREBULL$#^%”– MATT VAN WAGNER
  12. 12. LOOKING AT EC’S ATTHE MICRO LEVEL
  13. 13. IDEAL ACCOUNT FOR EC:• LOCATION SPECIFIC• MOBILE OPTIMIZED• DAY PARTING
  14. 14. 60 miles-5% adjust.40 miles0% adjust.20 miles+20% adjust.Campuslocation
  15. 15. MOBILE BIDMULTIPLIER -30%.BASED ONAVERAGE MOBILETO DESKTOP CPAVARIANCE.
  16. 16. BUDGET ALLOCATIONPRE POSTCOMPUTER: 81% 74%MOBILE: 9% 16%CPAMOBILE UP 25%, COMPUTER ANDTABLET REMAINED NEARLYIDENTICAL.
  17. 17. No extraleads intarget radius
  18. 18. 9% INCREASE IN CPANO CHANGE INVOLUME OF LEADS
  19. 19. STRIKE THATREVERSE IT
  20. 20. 28%AFTERDELETING ALLBID MODIFIERSCPA DROPS
  21. 21. PROBLEMS:• BUDGETALLOCATION• GARBAGETRAFFIC• HARDER TO SEEISSUES
  22. 22. SOLUTIONS:• MORECAMPAIGNS• MORE ADGROUPS• …AND (hopefully)SOMEDAYSCRIPTS
  23. 23. INCREASESEGMENTATIONBEFORE USING MULTIPLERS
  24. 24. COMPUTER CPA SPIKEDDUE TO CHANGES IN AVERAGEPOSITIONavg. pos. change in impressions1-1.5 +39%1.5-2 +19%2-2.5 -6%…3.5-4 -29%4-4.5 -32%*Excludes Brand Terms
  25. 25. CAMPAIGN FARMSYSTEM
  26. 26. TIERED CAMPAIGNSTYPE LOCATION MULTIPLIERMAJORS NONE(NEAR CPA GOAL)FARM ONLY DOWN(< -20% OF CPA GOAL)PREP ONLY UP(> -20% OF CPA GOAL)
  27. 27. All MOBILE IMPRESSIONS(avg. pos. = change in impressions)1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%*Excludes Brand Terms
  28. 28. MOBILE IMPRESSIONSFOR KW’S AT CPA GOAL(avg. pos. = change in impressions)1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%*Excludes Brand Terms
  29. 29. IDEALLY, AD GROUPS WOULD HAVEONE KEYWORD PER AD GROUP.KEYWORD LEVEL MULTIPLIERSWOULD RENDER THIS OBSOLETE.
  30. 30. TIERED AD GROUPSTYPE DEVICE MULTIPLIERMAJORS NONE(NEAR DESKTOP CPA)FARM ONLY DOWN(< -20% OF DESKTOP CPA)PREP -100%(> -20% OF DESKTOP CPA)
  31. 31. USE BID MODIFIERSSPARINGLY .CPA will spike if you use on highp o s i t i o n k e y w o r d s .T I E RC A M PA I G N S& ad groups based on performance.
  32. 32. More relevance, better resultsJeff AllenHanapin Marketing@JeffAllenUTENHANCED CAMPAIGNS#NAILEDIT

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