Profit Through Performance By Jared Schroder
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Profit Through Performance By Jared Schroder

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SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - Profit Through Performance By Jared Schroder @J_Schroder Of Location 3 Media ...

SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - Profit Through Performance By Jared Schroder @J_Schroder Of Location 3 Media

Read more on SEM at http://searchengineland.com

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Profit Through Performance By Jared Schroder Profit Through Performance By Jared Schroder Presentation Transcript

  • LOCATION 3 MEDIA JARED SCHRODER - VICE PRESIDENT DATA INTELLIGENCE & MAR-TECH
  • LOCATION3 MEDIA PROFIT THROUGH PERFORMANCE Integrated Digital Marketing Agency L3M PRO – Specializing in search query based performance re- optimization technologies
  • There are over 4.7 billion search queries every day. Of these, 20 percent haven’t been seen by search engines in the last six months (if ever). And 70 percent have no keywords that match exactly with search marketing campaigns. Source: Google, 2012
  • Keywords are best guesses… The truth lies beneath
  • THE FOUNDATION Keywords, Match Types, Negatives, and Structure All Bid Optimization Algorithms are inherently limited by the strength of this foundation.
  • IN THE WEEDS… Data mining single queries, with singular impact
  • Make meaning of hyper fragmented data Unearth subtle positives Slash profit sinking negatives QUERY THEME ANALYSIS
  • Individually irrelevant… Strength in numbers Direction in aggregation
  • LOCATION3 TAKING AIM AT THE POSITIVES
  • PORTFOLIO QUERY UNIVERSE ANALYSIS (CPA Target * Conv. Totals) – Paid Cost (Total Revenue / ROAS Target) – Paid Cost P&L
  • SUBTHEMES WITHIN THEMES Theme – “Community”
  • Example - Exact Match is 3.12 times more effective at converting Impressions into Actions than Phrase & Broad Theme – “Community” CTR * Conv. Rate * Base Imp. Performance Indicator
  • BEWARE OF CANNIBALS
  • LOCATION3 / A GOOGLE PARTNER CHANGING THE LENS
  • LONG TAIL CONVERTERS UNDER THE MICROSCOPE Efficiency of converting query impressions
  • QUERY UNIVERSE CLEAN UP
  • MINING FOR LOSS LEADERS Themes intertwine. Remove high conversion volume themes from your analysis. The cream of the crop will rise to the top. Cost focus for efficiency
  • MINING FOR QUALITY SCORE KILLERS Two sides of the coin Impression focus for quality
  • Source: Jay Baer, Convince and Convert Brand Pollution Misspellings Relevance & Intent Geographic Complexity COMPLICATING FACTORS
  • GEOGRAPHIC COMPLEXITY PROXIMITY = PERFORMANCE
  • TAKING ONE GIANT LEAP ACROSS CHANNELS BREAKING THE ORGANIC BARRIER
  • ANALYZING IMPRESSION VARIANCE ACROSS ORGANIC & PAID Qualifying opportunity with feasibility
  • PERFORMANCE. ELEVATED. Isolate & Frame the positives Themes within themes Eye the Cannibals The Negative Lens Segment out Complexity & Pollution END THE GUESSING GAME
  • LOCATION3 Jared Schroder VP Data Intelligence & Mar-Tech Location3 Media Inc. P: 720-881-8526 E: jschroder@location3.com