Winning PPC Tactics - SES Chicago 2012
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Winning PPC Tactics - SES Chicago 2012

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My presentation from SES Chicago 2012 on Winning PPC Tactics.

My presentation from SES Chicago 2012 on Winning PPC Tactics.

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Winning PPC Tactics - SES Chicago 2012 Winning PPC Tactics - SES Chicago 2012 Presentation Transcript

  • What’s New in PPC? Melissa Mackey gyro Search SupervisorA Checklist To Make Life EasierChicago | November 12–16
  • 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• BMA BtoB Agency of the Year, 2012• 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 Chicago | November 12–16 2
  • Chicago | November 12–16, 2012 | #SESCHIWhat’s New In PPC? @Mel66
  • Chicago | November 12–16, 2012 | #SESCHICut Through The Clutter @Mel66
  • Chicago | November 12–16, 2012 | #SESCHI2012: The Year of Mobile (Finally)• Now is a good time to review your mobile and tablet results Uh Oh @Mel66
  • Chicago | November 12–16, 2012 | #SESCHI2012: The Year of Mobile (Finally)• Consider separate campaigns with different messaging @Mel66
  • Chicago | November 12–16, 2012 | #SESCHI2012: The Year of Mobile (Finally)• Consider features unique to mobile campaigns (e.g. click to call) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHI 2012: The Year of Mobile (Finally)• Separate campaigns will help you manage things like this: @Mel66
  • Chicago | November 12–16, 2012 | #SESCHI Other Mobile & Tablet Campaign Considerations• Sitelinks• Dayparting• Landing page/site• Where do tablets belong? @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIWhat’s New with Sitelinks• Google’s New Policy• Bing actually has them @Mel66
  • Chicago | November 12–16, 2012 | #SESCHISitelinks: Google’s New Policy• Use it to your advantage!• Add as many sitelinks as you can • But maintain relevance @Mel66
  • Chicago | November 12–16, 2012 | #SESCHISitelinks on Bing• Bing actually has sitelinks now @Mel66
  • Chicago | November 12–16, 2012 | #SESCHISitelinks on Bing• But performance is lackluster (so far) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIUpdated Ad Rotation Options• Can now rotate evenly in Bing • at the ad group level! @Mel66
  • Chicago | November 12–16, 2012 | #SESCHINew Ad Rotation Options for Google• In response to outcry from the PPC community @Mel66
  • Chicago | November 12–16, 2012 | #SESCHINew Ad Rotation Options for Google• Align your rotation options with campaign goals, not with Google’s profits @Mel66
  • Chicago | November 12–16, 2012 | #SESCHINew Ad Rotation Options for Google• Be aware of Google policy changes regarding rotation • New ad rotation default when using Conversion Optimizer or Enhanced CPC. When you first activate Conversion Optimizer or Enhanced CPC in a campaign, your ad rotation setting will change to “Optimize for conversions” by default. We recommend this setting to get the most conversions, but you’re free to change to a different option. • Eligible campaigns will switch to “Optimize for conversions.” As we announced last December, all campaigns using Conversion Optimizer or Enhanced CPC which are set to use “Optimize for clicks” will be switched to “Optimize for conversions.” You can opt out of this update via this form up until November 9th, but you may miss out on getting more conversions by doing so. • “Rotate evenly” change for campaigns using Conversion Optimizer or Enhanced CPC. As we announced earlier this month, campaigns set to “Rotate evenly” automatically begin to optimize for clicks when ads in an ad group are unchanged for 90 days. Similarly, when using Conversion Optimizer or Enhanced CPC, campaigns set to “Rotate evenly” will automatically begin to optimize for conversions when ads in an ad group are unchanged after 90 days. @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIGoogle Analytics Data Import to Adwords• View your GA data right in the Adwords interface @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIGoogle Analytics Data Import to Adwords• But make sure it’s actionable! @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff• Geotargeting by DMA @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff• Keyword level URLs (update all your param1 to keyword destination URLs) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff• Import from Adwords (in online UI and Bing Editor) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff• Bing Ads Intelligence (Excel plugin, unique keyword research features) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIBing Ads: A Bunch Of New Stuff• Editorial exceptions (right in the UI, with reasons for decline – EXCEPT for declined sitelinks!) @Mel66
  • Chicago | November 12–16, 2012 | #SESCHIThe Checklist Mobile: Review mobile & tablet results; compare to desktop Consider separate mobile and/or tablet campaigns with different messaging Consider features unique to mobile campaigns (e.g. click to call) Review placements by device to avoid fails Remember to consider:  Sitelinks  Dayparting  Landing page/site  Tablets – separate campaign, or include with desktop? Sitelinks Add as many unique sitelinks to your Google campaigns as you can  But maintain relevancy to each ad group in the campaign Start using Bing sitelinks  But keep an eye on performance & tweak if needed Ad rotation options Update Bing ad rotation options to match your goals/strategy Check your Google rotation settings – make sure you’re using the right one for your goals/strategy Google Analytics Data Import to Adwords What decisions will you make based on this data? Use GA to supplement Adwords data (not supplant it) New Bing Features – are these right for you? Geotargeting by DMA Keyword level URLs Import from Adwords Bing Ads Intelligence Editorial exception requests @Mel66
  • mackey Melissa Mackey Melissa.Mackey@gyro.com @Mel66Chicago | November 12–16 27