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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 base...
There are over 4.7 billion search queries every day.
Of these, 20 percent haven’t been seen by search engines in the last ...
Keywords are best guesses…
The truth lies beneath
THE FOUNDATION
Keywords, Match Types,
Negatives, and Structure
All Bid Optimization Algorithms
are inherently limited by t...
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 – “Com...
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 ...
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 ...
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 ...
LOCATION3
Jared Schroder
VP Data Intelligence & Mar-Tech
Location3 Media Inc.
P: 720-881-8526
E: jschroder@location3.com
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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

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

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Transcript of "Profit Through Performance By Jared Schroder"

  1. 1. LOCATION 3 MEDIA JARED SCHRODER - VICE PRESIDENT DATA INTELLIGENCE & MAR-TECH
  2. 2. LOCATION3 MEDIA PROFIT THROUGH PERFORMANCE Integrated Digital Marketing Agency L3M PRO – Specializing in search query based performance re- optimization technologies
  3. 3. 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
  4. 4. Keywords are best guesses… The truth lies beneath
  5. 5. THE FOUNDATION Keywords, Match Types, Negatives, and Structure All Bid Optimization Algorithms are inherently limited by the strength of this foundation.
  6. 6. IN THE WEEDS… Data mining single queries, with singular impact
  7. 7. Make meaning of hyper fragmented data Unearth subtle positives Slash profit sinking negatives QUERY THEME ANALYSIS
  8. 8. Individually irrelevant… Strength in numbers Direction in aggregation
  9. 9. LOCATION3 TAKING AIM AT THE POSITIVES
  10. 10. PORTFOLIO QUERY UNIVERSE ANALYSIS (CPA Target * Conv. Totals) – Paid Cost (Total Revenue / ROAS Target) – Paid Cost P&L
  11. 11. SUBTHEMES WITHIN THEMES Theme – “Community”
  12. 12. 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
  13. 13. BEWARE OF CANNIBALS
  14. 14. LOCATION3 / A GOOGLE PARTNER CHANGING THE LENS
  15. 15. LONG TAIL CONVERTERS UNDER THE MICROSCOPE Efficiency of converting query impressions
  16. 16. QUERY UNIVERSE CLEAN UP
  17. 17. 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
  18. 18. MINING FOR QUALITY SCORE KILLERS Two sides of the coin Impression focus for quality
  19. 19. Source: Jay Baer, Convince and Convert Brand Pollution Misspellings Relevance & Intent Geographic Complexity COMPLICATING FACTORS
  20. 20. GEOGRAPHIC COMPLEXITY PROXIMITY = PERFORMANCE
  21. 21. TAKING ONE GIANT LEAP ACROSS CHANNELS BREAKING THE ORGANIC BARRIER
  22. 22. ANALYZING IMPRESSION VARIANCE ACROSS ORGANIC & PAID Qualifying opportunity with feasibility
  23. 23. PERFORMANCE. ELEVATED. Isolate & Frame the positives Themes within themes Eye the Cannibals The Negative Lens Segment out Complexity & Pollution END THE GUESSING GAME
  24. 24. LOCATION3 Jared Schroder VP Data Intelligence & Mar-Tech Location3 Media Inc. P: 720-881-8526 E: jschroder@location3.com
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