Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter
Upcoming SlideShare
Loading in...5
×
 

Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter

on

  • 452 views

From SMX East 2013 - Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter #SMX #21B

From SMX East 2013 - Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter #SMX #21B

Statistics

Views

Total Views
452
Views on SlideShare
452
Embed Views
0

Actions

Likes
2
Downloads
48
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter Presentation Transcript

  • Amanda West-Bookwalter Account Manager at Hanapin Marketing, handling both e- commerce and lead generation accounts Blogger at PPC Hero
  • The Two Halves of SEM SEO PPC #smx #21B @Amanda_WestBook
  • Andy’s System Can Be Applied to Both Halves I don’t do any of this stuff. But I can still use the system. #smx #21B @Amanda_WestBook
  • All PPC, All the Time Alive and well R.I.P. #smx #21B @Amanda_WestBook
  • PPC’s Guiding Formula Spend CPC Conversion Rate Leads #smx #21B @Amanda_WestBook
  • When We Optimize… Spend CPC Conversion Rate Leads We want this to be lower We want this to be higher #smx #21B @Amanda_WestBook
  • Ad Rank Determines Your CPC • Bid Management • Bidding options • CPC, CPA • Frequency of bid changes • Device management • Competitor analysis • Quality Score • Click-through rate • Ad text • Negative keywords • Close variants • Ad reviews • Account structure • Size of ad groups • Ad to keyword relevance • Landing page experience #smx #21B @Amanda_WestBook
  • Lots of Things Determine Conv. Rate • Targeting Options • Networks • Keywords to bid on • Geotargeting • Dayparting • Negative keywords • Landing Pages • LP reviews to match to keyword performance • Site designs • Conversion rate optimization • Number of required fields in your forms • How ad text interacts with LPs #smx #21B @Amanda_WestBook
  • PPC According to Andy (and me)ChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes Only a Sample!
  • As always, your mileage may vary Negative keywords! Super efficient! Negative keywords! A waste of resources! #smx #21B @Amanda_WestBook
  • Predict the Future • What is your mileage going to be? Who knows? You. You’re supposed to know. #smx #21B @Amanda_WestBook
  • The Importance of Projections • Get scientific with your approach #smx #21B @Amanda_WestBook
  • Deciding which new technique to deploy • List all of the cool conference stuff you have • Identify what that cool conference stuff is supposed to change • See if it works • Record results, report to superiors, keep doing that #smx #21B @Amanda_WestBook
  • Think Through Your Changes Spend CPC Conversion Rate Leads Will the change reduce this? Will the change increase this? #smx #21B @Amanda_WestBook
  • Look at Your Past Performance And identify what that action is supposed to change (this is your hypothesis) KW expansion New engine New targeting Looser dayparting New devices Negative KWs More restrictive match types Tighter dayparting #smx #21B @Amanda_WestBook
  • Look at Your Past Performance Use this hypothesis to project the effect of changes New ad test. Hope for 5% improvement. This projection only increases CTR 5%, which gives 5% increases to clicks, spend and conversions #smx #21B @Amanda_WestBook
  • Look at Your Projections Life (and PPC) is complicated. Higher CTRs can affect other stats. What else could you change? #smx #21B @Amanda_WestBook
  • Consider all the angles • Project all of your new ideas • Decide which have the most potential #smx #21B @Amanda_WestBook
  • PPC According to You (not Andy or me)ChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes You can decide where PPC projects fall on this chart according to your own projections and experience. #smx #21B @Amanda_WestBook
  • Project Once (or Twice), Measure Once • Be like kids in science class – collect and record your data • Know what went wrong • Even if things get better, you want to know why they’re better for the next experiment
  • Some tests win, others don’t SAMPLE CONTENT GOES RIGHT HERE IN THIS SPACE. Factor that into your projections Ad Testing #smx #21B @Amanda_WestBook
  • Some tests win, others don’t Negative KWs #smx #21B @Amanda_WestBook
  • Some tests win, others don’t New Site Launch #smx #21B @Amanda_WestBook
  • Moral of the Story The more you test, the more you’ll learn The more you know, the better you can project The better you project, the better you can prioritize. #smx #21B @Amanda_WestBook
  • Decide Movement/Effort Better and BetterChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes #smx #21B @Amanda_WestBook
  • Decide Movement/Effort Better and BetterChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes #smx #21B @Amanda_WestBook
  • PPC Wooly Willie!ChangeinCPA Effort #smx #21B @Amanda_WestBook
  • Final Thoughts Decide if conference lessons are actionable or theoretical Ex. Did you learn a new way to do bid changes, or did you learn a new way to think about bidding? Theoretical stuff isn’t going to directly affect CPA as much, but it will change the way you think about and do stuff (possibly all of your stuff) #smx #21B @Amanda_WestBook
  • Then go out and do your stuff. amanda.west-bookwalter @hanapinmarketing.com #smx #21B @Amanda_WestBook