Managing Large PPC Budgets - HeroConf

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Managing Large PPC Budgets - HeroConf

  1. 1. Managing04 : 16 : 2012 Large Budgets Without Losing Your Mind
  2. 2. Leaders in B2B SEM TOP 30 AGENCY US• Credentialed by every major search engine• Active in promotion of thought leadership positions at conferences and within publications• BtoB Top 30 Search Agency 2009, 2010, 2011• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing2
  3. 3. What Makes You Lose Your Mind as a PPCManager? @Mel66
  4. 4. Help is On the Way! @Mel66
  5. 5. Plan: A Little Planning Goes a Long Way• Clearly establish KPIs & measurement method @Mel66
  6. 6. Plan: A Little Planning Goes a Long Way• Use channel conversion tracking! @Mel66
  7. 7. A Little Planning Goes a Long Way• Map out account structure ahead of time @Mel66
  8. 8. A Little Planning Goes a Long Way • Get granular, but not TOO granular Keyword Set: Delivery Rental - Trucks delivery trucks for rent Keyword Set: Delivery Rental rent delivery trucks delivery trucks for rent delivery trucks rental rent delivery trucks delivery truck for rent Keyword Set: Delivery Rental - Truck delivery vans for rent delivery truck for rentGranular delivery truck rental Insanity delivery truck rental delivery trucks rental Keyword Set: Delivery Rental - Vans Keyword Set: Flatbed Rental delivery vans for rent rent flatbed truck flatbed pickups for rent Keyword Set: Rent Flatbed Truck flatbed trucks for rent rent flatbed truck flatbed trucks to rent rent flatbeds Keyword Set: Flatbed Truck for Rent flatbeds for rent Flatbed truck for rent Flatbed truck for rent flatbed truck rental Keyword Set: Flatbed Pickups flatbed pickups for rent flatbed rental Keyword Set: Flatbed Trucks for Rent Keyword Set: Semi Truck Rental flatbed trucks for rent semi truck rental flatbed trucks to rent semi trucks for rent semi trucks rental Keyword Set: Flatbed Truck Rental semi truck for rent flatbed truck rental semi truck for lease flatbed rental rent international semi trucks rent semi truck Keyword Set: Flatbeds rent semi trucks rent flatbeds flatbeds for rent @Mel66
  9. 9. Prepare: More Than Just a Name• Campaign naming structure helps sort & filter @Mel66
  10. 10. Prepare: More Than Just a Name• Helps with PPC engine management and analytics segments @Mel66
  11. 11. Tools of the Trade• AW Editor at minimum – Holistic view of the account – Bulk updates @Mel66
  12. 12. Tools of the Trade• Many good campaign management & reporting tools, use if you can afford them @Mel66
  13. 13. Tools of the Trade• Other great tools: @Mel66
  14. 14. Tools of the TradeDon’t forget web analytics to get the whole picture FREE! @Mel66
  15. 15. Prioritize!• Structure helps here – Can sort by spend, cost/conversion, whatever @Mel66
  16. 16. Prioritize!• Structure helps here – Set up filters to quickly assess performance of different campaigns or segments • Good naming structure is critical for this @Mel66
  17. 17. Prioritize!• If a product, service, keyword, whatever is mission-critical, put it in its own ad group, campaign, or even account – Yes, some clients have multiple Adwords accounts (one of ours has 28) @Mel66
  18. 18. Prioritize! • Budget & settings control @Mel66
  19. 19. Prioritize!• Use custom alerts @Mel66
  20. 20. Prioritize! • Better ad copy testing All Androids Free Hurry, Get Any Phone Free! Plus Up To 20% Off Accessories. 4G Android 2.3 Panache Get The New HTC Touchscreen Android {KeyWord:All Androids Free} Save $300 Off the Regular Price! Get Any Phone Free When You Switch. Well Even Buy Out Your Contract! Free Androids Check Out Our Latest Free Androids, Android Phones & Unlimited Data Plan Options! Get the Latest Androids Free! Android 2.3 HTC Panache Plus, We’ll Buy Out Your Large Touchscreen, 2.3 Android OS. Contract. Get Yours Now For Only $199. {KeyWord:Online Android Deals} Switch Now & Get Any Phone Free!All Androids Are Free Plus Up To 50% Off Accessories.Switch Now & Get Any Phone Free! Android PhonesPlus 3 Mos. Free Smartphone Data. Free Androids, Free Activation! Wireless Contract Buyout Available. @Mel66
  21. 21. Prioritize!• Easier reporting for the client Engine Clicks Impr Cost CTR Avg CPC Avg pos Google AdWords 8182 56798 2122.95 0.14 0.26 1 Microsoft adCenter 4988 27741 1116.78 0.18 0.22 1 Google AdWords 3209 9539 474.01 0.34 0.15 1 Google AdWords 1766 32400 2330.77 0.05 1.32 1.21 Google AdWords 1017 31628 1230.27 0.03 1.21 1.35 Google AdWords 658 146016 2802.09 0 4.26 2.02 Google AdWords 595 1057179 1670.39 0 2.81 1 Google AdWords 426 62104 1824.03 0.01 4.28 1.82 Google AdWords 351 60019 1652.47 0.01 4.71 1.66 Google AdWords 317 3091 248.85 0.1 0.79 1.02 Google AdWords 305 2710 8.46 0.11 0.03 1 Google AdWords 283 92706 1536.36 0 5.43 1.73 Google AdWords 226 8049 1202.87 0.03 5.32 2.02 Google AdWords 208 17847 298.3 0.01 1.43 1.34 Google AdWords 202 7546 264.69 0.03 1.31 1.72 Google AdWords 200 44103 914.41 0 4.57 1.88 Google AdWords 161 77715 875.75 0 5.44 2.86 Google AdWords 137 23203 1149.48 0.01 8.39 1.54 Google AdWords 122 5666 247.44 0.02 2.03 1.27 Google AdWords 60 10740 240.21 0.01 4 2.22 Google AdWords 60 487 2.14 0.12 0.04 1.01 Google AdWords 52 3152 77.55 0.02 1.49 1.4 Google AdWords 42 465 39.53 0.09 0.94 1.01 Google AdWords 30 480 29.42 0.06 0.98 1.45 Google AdWords 24 1172 41.43 0.02 1.73 1.36 Google AdWords 18 2746 65.02 0.01 3.61 1.18 Google AdWords 13 1419 25.71 0.01 1.98 1.52 Google AdWords 11 115 4.4 0.1 0.4 1.06 @Mel66
  22. 22. Prioritize! • Easier reporting for the client Client PPC Dashboard January 2012 Monthly Performance OverviewWhat Happened This Month? {MostImportantCampaign} Trending> Insight A Clicks CTR CTR (Momentum)> Insight B 0.30% 10,000> Insight C 9,000 0.25% 8,000What Does That Mean? 7,000 0.20%> Implication A 6,000> Implication B 0.15% 5,000> Implication C 4,000 0.10% 3,000What Do We Recommend? 2,000 0.05%> Recommendation A 1,000> Recommendation B 0.00% 0> Recommendation C Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan @Mel66
  23. 23. Procure Assistance: Get Help! – Tools help a lot @Mel66
  24. 24. Procure Assistance: Get Help!– Divide & conquer: • Junior staffer or intern to help w/nitty gritty – Daily budget monitoring – KW research – Ad testing / copy brainstorming – New campaign setup – Report data pulling & formatting @Mel66
  25. 25. Procure Assistance: Get Help! – Your search engine reps can also assist – make them earn their pay! • Data pulling • Presentation creation • Help w/setting up campaigns • Just be careful of their “optimizations” @Mel66
  26. 26. In Summary• Plan• Prepare• Prioritize• Procure (help)
  27. 27. mackey Melissa Mackey Melissa.Mackey@gyro.co m @Mel6627

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