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Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
Biddi...
DEVELOPING A
FOUNDATIONAL BID
STRATEGY
How much you bid for PPC traffic should be based
on what you can reasonably afford ...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
WHAT ...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
PRIMA...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
EXPEC...
EXPECTATED COST-PER-CONVERSION
Average CPC / Expected Conversion Rate
= Expected Cost Per Conversion
example:
$1.00 CPC / ...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
MEASU...
KEYWORD MATCHING,
ACCOUNT STRUCTURE
& BID LEVELS
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda
Downloa...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
Those...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
EXACT...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
PHRAS...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
BROAD...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
MODIF...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
ACCOU...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
1 WOR...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
2 WOR...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
3 WOR...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
4+ WO...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
KEYWO...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
KEYWO...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
TIERE...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
CAMPA...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
HIGHE...
FLEXIBLE BIDDING
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda
Download: www.webranking.com/presentati...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
FLEXI...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
Enhan...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
TARGE...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
MAXIM...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
TARGE...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
TARGE...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
BID A...
Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
BIDDI...
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PPC Bidding Strategies: from Foundational to Flexible

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PPC Bidding Strategies: from Foundational to Flexible by James Svoboda at WebRanking.Com covers pay per click bid process ad techniques. This presentation was originally given in April 2014 at the Hero Conf in Austin Texas during the session More Or Less: Flexible Bidding Strategies.

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  1. 1. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity Bidding Strategies: from Foundational to Flexible Presented by: James Svoboda @realicity SearchFest: #FAIL Free PPC Download: www.webranking.com/presentation
  2. 2. DEVELOPING A FOUNDATIONAL BID STRATEGY How much you bid for PPC traffic should be based on what you can reasonably afford to spend, based on what you reasonably expect to make. Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
  3. 3. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity WHAT CAN YOU SPEND PER CONVERSION? Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report
  4. 4. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity PRIMARY CONVERSIONS: SALES, LEADS & CALLS Credit: U.S. Census Bureau, Ashley Porter, The Simpsons
  5. 5. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity EXPECTED CONVERSION RATES VARY Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report
  6. 6. EXPECTATED COST-PER-CONVERSION Average CPC / Expected Conversion Rate = Expected Cost Per Conversion example: $1.00 CPC / 5% ECR = $20 Conversions If Target Spend/Cost Per Conversion = $20, then you can bid up to $1.00 Per-Click Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
  7. 7. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity MEASURE SECONDARY CONVERSIONS Credit: mnsearch.org, Long Path Tool
  8. 8. KEYWORD MATCHING, ACCOUNT STRUCTURE & BID LEVELS Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
  9. 9. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity Those aren't the Keywords you're bidding on…
  10. 10. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity EXACT MATCH: [running shoes] • Same plural or singular matching • Same word order • Same punctuation • No misspellings or alternatives • No extra words in the query 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
  11. 11. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity PHRASE MATCH: “running shoes” • Same plural or singular matching • Same word order • Same punctuation • No misspellings or alternatives • + extra words in the query running shoes = running shoes running shoes = nike running shoes running shoes = womans nike running shoes running shoes = woman’s nike running shoes
  12. 12. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity BROAD MATCH: running shoes • 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 running shoes = nike shoe nike running shoes = nike horse shoes womans nike running shoes = shoes woman’s nike running shoes = mens sneakers
  13. 13. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity MODIFIED BROAD: +running +shoes • 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 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
  14. 14. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity ACCOUNT STRUCTURE by WORD SEGMENTS  shoes   running shoes   womens shoes   nike shoes    nike running shoes    womens running shoes   womens nike shoes     woman’s nike running shoes
  15. 15. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity 1 WORD KEYWORDS: shoes
  16. 16. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity 2 WORD KEYWORDS: running shoes
  17. 17. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity 3 WORDS: womens running shoes
  18. 18. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity 4+ WORDS: womens nike running shoes
  19. 19. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity KEYWORD CPCs & CONVERSION RATES VARY Keyword CPC CR running shoe $ 2.11 2% running shoes $ 1.35 2% womans running shoes $ 2.01 5% womens running shoes $ 1.81 5% womans nike running shoes $ 1.29 8% women nike running shoes $ 0.94 8% womens nike running shoes $ 0.91 8% nike womens running shoes $ 0.76 8%
  20. 20. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity KEYWORD MATCHING & BID LEVELS
  21. 21. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity 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. womens nike running shoes = $1.50 CPC for profit +womens +nike +running +shoes @ $1.25 [womens nike running shoes] @ $1.50
  22. 22. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity CAMPAIGN STRUCTURE
  23. 23. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity HIGHER CTR, CR & QS
  24. 24. FLEXIBLE BIDDING Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
  25. 25. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity FLEXIBLE BID STRATEGIES
  26. 26. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity Enhanced CPC: Affects Everything Uh, AdWords?... Where are all the Settings & Options? Recommendation: Use only on Select Ad Groups
  27. 27. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity TARGET SEARCH PAGE LOCATION – Good Recommendation: Use Only on Select Keywords Good Settings & Options for Greater Control
  28. 28. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity MAXIMIZE CLICKS – AKA Give Google Control Little Control with Settings & Options Only Use on Select Ad Groups & Keywords
  29. 29. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity TARGET COST-PER-ACQUISITION Marginal Control with Settings & Options Use only on Select Ad Groups, Good for Lead Generation
  30. 30. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity TARGET RETURN ON AD SPEND (ROAS) Marginal Control with Settings & Options Use Only on Ad Groups & Keywords, Good for Ecommerce
  31. 31. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity BID ADJUSTMENTS BY AVERAGE PROFIT & LOSS Keyword Segments (Ad Groups) Avg CPC Bids Average CR Avg Cost Per Conv. Avg Profit Profit & Loss Bid Adjust. running shoe(s) $ 2.00 2% $ 100 $ 100 $0 -50% womans running shoe(s) $ 2.00 5% $ 40 $ 100 $60 0% nike womans running shoe(s) $ 1.00 8% $ 12.50 $ 100 $87.50 +200%
  32. 32. Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity BIDDING STRATEGIES: from FOUNDATIONAL to FLEXIBLE download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog Hero Conf – April 2014 THANK YOU!
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