0
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Keeping Your Edges Sharp:
Revisiting Fundamentals Of Paid Search
“Lessons Lea...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Lessons Learned in Sochi
• The big don’t beat the small, the fast beat the sl...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
• Know where you are in relation to your market
• How and w...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
• Trends & Microtrends
• Hourly, Daily, Weekly, Monthly, Qu...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
*Tactical Tip:
www.google.com/trends/
• Other seasonal fact...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
*Tactical Tip: Google
Day Parting Your Ads
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
*Tactical Tip: Bing
Day Parting Your Ads
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
• Know where you want to end up
•Create clear and measurabl...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
*Tactical Tip: use Segments & Dimensions
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
Segmented by Device
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Spot your landing
Bing Dimensions
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
Look for Leverage
Conversion Action
Sales Leads Pho...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
Baseline
Impressions 100,000
CTR 1.5%
Clicks 1,500
...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
Baseline Scenario 1
Impressions 100,000 100,000
CTR...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
*Tactical Tip: Check out your impression share
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
Baseline Scenario 1 Scenario 2
Impressions 100,000 ...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Work on what matters most
Give me a lever long enough and a fulcrum upon whic...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Be relentless
–Anticipate the organizational resistance you’ll encounter
•Big...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Be relentless
– Break everything into small, bite-sized pieces
•Define goals,...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Be relentless
When the only tool you know how to use is
a hammer...suddenly a...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
Be relentless
* Tactical Tip: Google Adwords Scripts
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
What’s the #1 Lesson Learned from Sochi?
The Big Don’t Beat the Small, The Fa...
linkedin.com/in/jakehoopes#SMX@ShowroomLogic
What’s the #1 Lesson Learned from Sochi?
The Big Don’t Beat the Small, The Fa...
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Fundamentals of Paid Search Advertising by Jake Hoopes

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Smx West 2014 Session #Smx #21B - Keeping Your Edge Sharp: Revisiting Fundamentals Of Paid Searchpresentation Fundamentals Of Paid Search Advertising By Jake Hoopes @Jacobhoopes Of Showroom Logic

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Transcript of "Fundamentals of Paid Search Advertising by Jake Hoopes"

  1. 1. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Keeping Your Edges Sharp: Revisiting Fundamentals Of Paid Search “Lessons Learned in Sochi” by Jake Hoopes Director of Online Marketing – ShowroomLogic.com
  2. 2. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Lessons Learned in Sochi • The big don’t beat the small, the fast beat the slow • Spot your landing • Work on what matters most • Be relentless
  3. 3. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing • Know where you are in relation to your market • How and when does your business make money? • Who are your customers? • What are your primary sales cycles? • What’s your lifetime value of a customer?
  4. 4. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing • Trends & Microtrends • Hourly, Daily, Weekly, Monthly, Quarterly, Annual • Current events • Tectonic market shifts
  5. 5. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing *Tactical Tip: www.google.com/trends/ • Other seasonal factors? • tax season • summer vacation • holidays • sports seasons • back-to-school • weather • other trends?
  6. 6. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing *Tactical Tip: Google Day Parting Your Ads
  7. 7. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing *Tactical Tip: Bing Day Parting Your Ads
  8. 8. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing • Know where you want to end up •Create clear and measurable actions –Sales, Leads, Inbound Phone Calls –Secondary goals/actions •Ask good questions –“What do I want to achieve?” vs. – “What do I want to learn?” –Does my CPA vary by time of day? Day of week? By device? By ad position?
  9. 9. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing *Tactical Tip: use Segments & Dimensions
  10. 10. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing Segmented by Device
  11. 11. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Spot your landing Bing Dimensions
  12. 12. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most Look for Leverage Conversion Action Sales Leads Phone Call Secondary Visitor Behavior Impression Share * CTR % = Visitors Impression Share Available Impressions
  13. 13. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most Baseline Impressions 100,000 CTR 1.5% Clicks 1,500 CPC $2.14 Total Spend $3,210.00 Conv. Rate 5.5% Conversions/Sales 82.50 Avg Value/ Conv. $75 Gross Sales $6,187.50 Gross Margin $2,977.50 Net Change na
  14. 14. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most Baseline Scenario 1 Impressions 100,000 100,000 CTR 1.5% 1.0% Clicks 1,500 950 CPC $2.14 $2.27 Total Spend $3,210.00 $2,156.50 Conv. Rate 5.5% 8.5% Conversions/Sales 82.50 80.75 Avg Value/ Conv. $75 $75 Gross Sales $6,187.50 $6,056.25 Gross Margin $2,977.50 $3,899.75 Net Change na $922.25
  15. 15. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most *Tactical Tip: Check out your impression share
  16. 16. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most Baseline Scenario 1 Scenario 2 Impressions 100,000 100,000 125,000 CTR 1.5% 1.0% 1.5% Clicks 1,500 950 1,875 CPC $2.14 $2.27 $2.04 Total Spend $3,210.00 $2,156.50 $3,825.00 Conv. Rate 5.5% 8.5% 5.5% Conversions/Sales 82.50 80.75 103.13 Avg Value/ Conv. $75 $75 $75 Gross Sales $6,187.50 $6,056.25 $7,734.38 Gross Margin $2,977.50 $3,899.75 $3,909.38 Net Change na $922.25 $931.88
  17. 17. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Work on what matters most Give me a lever long enough and a fulcrum upon which to place it and I shall move the world. -Archimedes
  18. 18. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Be relentless –Anticipate the organizational resistance you’ll encounter •Big companies – lack of control •Small companies – spread too thin •Agencies – implementation constraints
  19. 19. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Be relentless – Break everything into small, bite-sized pieces •Define goals, tests, and resources in specific terms – “I want to test the messaging on our landing pages” Vs. – “I want to test [Headline B] against our current headline for a 7-day period because based on the ad performance data from last month this verbiage seems to resonate with our clients” •Define desired outcome: justify why to you want to take this action – Results: “to increase conversion rate” – Learnings: “to learn which message to reinforce throughout the shopping cart experience”
  20. 20. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Be relentless When the only tool you know how to use is a hammer...suddenly all your problems start looking a lot like nails. • Get militant about gaining new tools & skills • Design, UI/UX, markup • Testing platforms • Writing copy • Client side and server side scripting • Advanced ValueTrack tagging • Google Scripts
  21. 21. linkedin.com/in/jakehoopes#SMX@ShowroomLogic Be relentless * Tactical Tip: Google Adwords Scripts
  22. 22. linkedin.com/in/jakehoopes#SMX@ShowroomLogic What’s the #1 Lesson Learned from Sochi? The Big Don’t Beat the Small, The Fast Will Beat the Slow.
  23. 23. linkedin.com/in/jakehoopes#SMX@ShowroomLogic What’s the #1 Lesson Learned from Sochi? The Big Don’t Beat the Small, The Fast Will Beat the Slow.
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