Creating Linear Models that Lead to
Successful PPC Campaigns
Presented by: James Svoboda @realicity
SearchFest: #FAIL Free...
CONVERSIONS are KING

Credit: askmewhenimnotbusy.tumblr.com

Creating Linear Models for Successful PPC Campaigns
Download:...
QS & CTR are QUEEN

Credit: hellomagazine.com

Creating Linear Models for Successful PPC Campaigns
Download: www.webrankin...
What Are Linear Models?
A linear model is an established or expected path
that leads the target audience to a desired
enga...
LINER ENGAGEMENT MODEL (LEM)

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentatio...
ELEMENTS of a LEM

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

James Sv...
Linear Example: women’s nike running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.c...
AD #1: women’s nike running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presen...
AD #2: women’s nike running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presen...
SETTINGS
&
TARGETING
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation

James ...
LOCATION TARGETING & UNTARGETING

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/present...
LOCAL SERP MATCHING

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

James ...
LANGUAGE TARGETING

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

James S...
DAY, WEEK & MONTHLY TRENDS

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
...
TIME OF DAY MATTERS

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

James ...
KNOW YOUR DISTRIBUTION CHANNELS

Search Partners Include:
Amazon.com
BestBuy.com
Target.com

Ebay.com
Walmart.com
Overstoc...
DESKTOP, TABLET & MOBILE TARGETING

Do your MOBILE CONVERSIONS include Phone Calls?

Creating Linear Models for Successful...
KEYWORD MATCHING
&
BID LEVELS
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentatio...
Those aren't the Keywords you're looking for…

Creating Linear Models for Successful PPC Campaigns
Download: www.webrankin...
EXACT MATCH: [running shoes]
running shoes = running shoes
nike running shoes = nike running shoes
womans nike running sho...
PHRASE MATCH: “running shoes”
running shoes = running shoes
running shoes = nike running shoes
running shoes = womans nike...
BROAD MATCH: running shoes
running shoes = nike shoe
nike running shoes = nike horse shoes
womans nike running shoes = sho...
MODIFIED BROAD: +running +shoes
running shoes = shoes for running
nike running shoes = 2014 nike running shoe
womans nike ...
1 WORD KEYWORDS: shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

Jam...
2 WORD KEYWORDS: running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentat...
3 WORDS: womens running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentati...
4+ WORDS: womens nike running shoes

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/pres...
1, 2, 3 & 4+ Word Keywords
 shoes
  running shoes
  womens shoes
  nike shoes
   nike running shoes
   womens...
KEYWORD BID LEVELS VARY
Keyword

CPC

running shoe

$ 2.11

running shoes

$ 1.35

womans running shoes

$ 2.01

womens ru...
KEYWORD MATCHING & BID LEVELS

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentati...
TIERED BIDS & KEYWORD GROUPS
running shoes = $1.00 CPC for profit
+running +shoes @ $0.75
[running shoes] @ $1.00
negative...
LINEAR CAMPAIGNS

Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation

James Svo...
LINEAR CAMPAIGN STRUCTURE

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation

...
KEYWORDS -> AD -> LANDING PAGE

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentat...
LINEAR AD GROUPS = HIGHER CTR & QS

Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/prese...
MONITOR LOOSE KEYWORDS

Repeat Searches will drain your budget over time.

Creating Linear Models for Successful PPC Campa...
WORST SCENARIO = 1 AD GROUP
Ad Group Default Bid: @ $1.50
“shoes”

“womens shoes”
+running +shoes
[running shoes]

nike ru...
Linear Models that Lead to Successful PPC Campaigns

THANK YOU!
James Svoboda
CEO WebRanking, Co-Founder MnSearch

t: @rea...
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Creating Linear Models that Lead to Successful PPC Campaigns

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Creating Linear Models that Lead to Successful PPC Campaigns

  1. 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. 2. CONVERSIONS are KING Credit: askmewhenimnotbusy.tumblr.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  3. 3. QS & CTR are QUEEN Credit: hellomagazine.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  4. 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. 5. LINER ENGAGEMENT MODEL (LEM) Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  6. 6. ELEMENTS of a LEM Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  7. 7. Linear Example: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  8. 8. AD #1: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  9. 9. AD #2: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  10. 10. SETTINGS & TARGETING Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  11. 11. LOCATION TARGETING & UNTARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  12. 12. LOCAL SERP MATCHING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  13. 13. LANGUAGE TARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  14. 14. DAY, WEEK & MONTHLY TRENDS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  15. 15. TIME OF DAY MATTERS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  16. 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. 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. 18. KEYWORD MATCHING & BID LEVELS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  19. 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. 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. 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. 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. 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. 24. 1 WORD KEYWORDS: shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  25. 25. 2 WORD KEYWORDS: running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  26. 26. 3 WORDS: womens running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  27. 27. 4+ WORDS: womens nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  28. 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. 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. 30. KEYWORD MATCHING & BID LEVELS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  31. 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. 32. LINEAR CAMPAIGNS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity
  33. 33. LINEAR CAMPAIGN STRUCTURE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  34. 34. KEYWORDS -> AD -> LANDING PAGE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  35. 35. LINEAR AD GROUPS = HIGHER CTR & QS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity
  36. 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. 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. 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

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