Your SlideShare is downloading. ×
0
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Creating Linear Models that Lead to Successful PPC Campaigns
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Creating Linear Models that Lead to Successful PPC Campaigns

3,761

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
3,761
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Creating Linear Models that Lead to Successful PPC Campaigns Presented by: James Svoboda @realicity SearchFest: #FAIL Free PPC Download: www.webranking.com/presentation Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 2. CONVERSIONS are KING Credit: askmewhenimnotbusy.tumblr.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 3. QS & CTR are QUEEN Credit: hellomagazine.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 4. What Are Linear Models? A linear model is an established or expected path that leads the target audience to a desired engagement action, at an acceptable conversion rate or cost, which takes into account elements that affect conversions. Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  • 5. LINER ENGAGEMENT MODEL (LEM) Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 6. ELEMENTS of a LEM Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 7. Linear Example: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 8. AD #1: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 9. AD #2: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 10. SETTINGS & TARGETING Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  • 11. LOCATION TARGETING & UNTARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 12. LOCAL SERP MATCHING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 13. LANGUAGE TARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 14. DAY, WEEK & MONTHLY TRENDS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 15. TIME OF DAY MATTERS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 16. KNOW YOUR DISTRIBUTION CHANNELS Search Partners Include: Amazon.com BestBuy.com Target.com Ebay.com Walmart.com Overstock.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 17. DESKTOP, TABLET & MOBILE TARGETING Do your MOBILE CONVERSIONS include Phone Calls? Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 18. KEYWORD MATCHING & BID LEVELS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  • 19. Those aren't the Keywords you're looking for… Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 20. EXACT MATCH: [running shoes] running shoes = running shoes nike running shoes = nike running shoes womans nike running shoes = womans nike running shoes woman’s nike running shoes = woman’s nike running shoes • • • • • Same plural or singular matching Same word order Same punctuation No misspellings or alternatives No extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 21. PHRASE MATCH: “running shoes” running shoes = running shoes running shoes = nike running shoes running shoes = womans nike running shoes running shoes = woman’s nike running shoes • • • • • Same plural or singular matching Same word order Same punctuation No misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 22. BROAD MATCH: running shoes running shoes = nike shoe nike running shoes = nike horse shoes womans nike running shoes = shoes woman’s nike running shoes = mens sneakers • • • • • • Needs only loosely Match 1 Word in Keyword Any plural or singular matching Any word order Any punctuation Any misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 23. MODIFIED BROAD: +running +shoes running shoes = shoes for running nike running shoes = 2014 nike running shoe womans nike running shoes = nike woman running shoes woman’s nike running shoes = nike running shoe women • • • • • • Needs to Match All Anchored Words in Keyword Any plural or singular matching Any Same word order Any punctuation Any misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 24. 1 WORD KEYWORDS: shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 25. 2 WORD KEYWORDS: running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 26. 3 WORDS: womens running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 27. 4+ WORDS: womens nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 28. 1, 2, 3 & 4+ Word Keywords  shoes   running shoes   womens shoes   nike shoes    nike running shoes    womens running shoes    womens nike shoes     woman’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 29. KEYWORD BID LEVELS VARY Keyword CPC running shoe $ 2.11 running shoes $ 1.35 womans running shoes $ 2.01 womens running shoes $ 1.81 womans nike running shoes $ 1.29 women nike running shoes $ 0.94 womens nike running shoes $ 0.91 nike womens running shoes $ 0.76 Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 30. KEYWORD MATCHING & BID LEVELS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 31. TIERED BIDS & KEYWORD GROUPS running shoes = $1.00 CPC for profit +running +shoes @ $0.75 [running shoes] @ $1.00 negative keywords: -nike, -nikes, - womans, -woman, etc. nike running shoes = $1.25 CPC for profit +nike +running +shoes @ $1.00 [nike running shoes] @ $1.25 negative keywords: -womans, -woman, -women, etc. womans nike running shoes = $1.50 CPC for profit +womans +nike +running +shoes @ $1.25 [womans nike running shoes] @ $1.50 Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 32. LINEAR CAMPAIGNS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  • 33. LINEAR CAMPAIGN STRUCTURE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 34. KEYWORDS -> AD -> LANDING PAGE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 35. LINEAR AD GROUPS = HIGHER CTR & QS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 36. MONITOR LOOSE KEYWORDS Repeat Searches will drain your budget over time. Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 37. WORST SCENARIO = 1 AD GROUP Ad Group Default Bid: @ $1.50 “shoes” “womens shoes” +running +shoes [running shoes] nike running shoes +womens +running +shoes [nike running shoes] +womans +nike +running +shoes [woman’s nike running shoes] Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  • 38. Linear Models that Lead to Successful PPC Campaigns THANK YOU! James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog download: www.webranking.com/presentation Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda SearchFest – February 2014 @Realicity

×