ppc planning ppc to
save your sanity
aaron levy
@bigalittlea

@bigalittlea
@SEERinteractive
ppc has a
problem

flickr.com/photos/ishmaelo
flickr.com/photos/bunchofpants/

@bigalittlea
3 stages x 3 ideas =
9 tips to keep it together
food

food

food & beer

food

beer

food

food

food

beer

food

beer

food

food

7
flickr.com/photos/bluesquarething/

@bigalittlea
@bigalittlea
prepare
flickr.com/photos/henryalva/

10
1: meez

flickr.com/photos/bluesquarething/

@bigalittlea
LEARN:

the busness
the goals
the stakeholders
the fears
the marketing plan
the bonus plan
@bigalittlea

12
week of the month
conversions pick up…”

ROLE PLAYING

@nick_vigg: "every second
second week of most months.
think that has an impact…?”

ROLE PLAYING

@client: "we run radio the
DOES RADIO IMPACT?

yes. yes it does.
DR OZ = PROFIT!
@bigalittlea

RASPBERRY KETONES

SEARCH VOLUME SPIKE
@bigalittlea

RASPBERRY KETONES

GUESS HOW MUCH CLICKS COST?
2: label relentlessly

@bigalittlea

Image credit: http://ralamac.deviantart.com/
“AdWords Labels for Effective
Account Management: Moar
Labels!” - @michellemsem
“AdWords Labels: Why I
Love Them & You Sho...
COLLEGES: 12
PROGRAMS: 60
DEGREE LEVELS: 4
REGIONS: 5
AGENCIES: 2
@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
400+ campaigns

@bigalittlea

flickr.com/photos/superyyy100/
CAMPAIGN:

agency
college
geo
channel
@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
AD GROUP:

program
level
branded/non brand

@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
KEYWORD:

general
category-specific
program-specific

@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
pow-pow
powerpivot

flickr.com/photos/gurana/
@bigalittlea

27
3: scratch made vs. store-bought

@bigalittlea

flickr.com/photos/mountjoy/
@bigalittlea
Jan

Feb

Mar

Apr

May

SEER REPORT HOURS

Acquisio

Excel
Jun

Jul

Aug

Sep
ROI VS. ROE

small business?
small campaign?
small spend?
low maintenance account?
@bigalittlea

FOR YOU…?

ARE YOU A…
$=free.99
infinite roi
execute
33
4: keep busy, avoid the busy trap
@bigalittlea

brecht vandenbrouche
AUTOMATED OR ALGORITHMIC?

if keyword is x above cpa over
30 days, drop bids by y
if keyword is z below cpa over
30 days, ...
DAILY CHANGES = PROBLEM

look at the same keywords
look at the same data
over compensate
@bigalittlea

BID CHANGES

BID RU...
seer.is/bidrules
5: test small, win big

@bigalittlea

flickr.com/photos/penguincakes/
@bigalittlea

“i want to fail fast”

flickr.com/photos/jeanpaulmca/
flickr.com/photos/ishinelike/

SOUNDS EXPENSIVE?

@bigalittlea
CAMPAIGNS? mature

CMO? test everything now!
MOBILE SITE? piece o’ crap
@bigalittlea

TEST SMALL, WIN BIG

MOBILE TEST
SOLUTION?
exact-only campaigns
best keywords per category
sky high mobile bids

@bigalittlea

TEST SMALL, WIN BIG

MOBILE ...
EXPECTED WINNER?
58% higher cpa
EXPECTED LOSER?
37% lower cpa
@bigalittlea

TEST SMALL, WIN BIG

MOBILE TEST RESULTS
TEST ACTUALLY SPENT:
3% of total budget
TEST COULD’VE SPENT:
13% of budget
@bigalittlea

TEST SMALL, WIN BIG

ACTUAL COSTS
TEST COULD’VE COST:
7% of total conversions

@bigalittlea

TEST SMALL, WIN BIG

POTENTIAL BUSINSS COST
6: set expectations

flickr.com/photos/mistersmed/

@bigalittlea
1.2% ctr

1.2% ctr

4.1% cvr

3.7% cvr

@bigalittlea

AWESOME OUTERWEAR

AIM FOR SALES, NOT CLICKS
grow
flickr.com/photos/mistersmed/

48
7: can’t please everyone

flickr.com/photos/penguincakes/

@bigalittlea
eh, screw it
@bigalittlea
@bigalittlea

changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf
print all of
the things!

flickr.com/photos/blue_mountains_library_-_local_studies/
PARADOX OF CHOICE
flickr.com/photos/ishinelike/

GUESS HOW IT WENT

@bigalittlea
SOLUTION
curated images
9 categories
9 images per category
conv. rate ↑↑↑
@bigalittlea

PARADOX OF CHOICE

CUT THE CRAP
8: kaizen

56
nobody grew from query mining

@bigalittlea

flickr.com/photos/curtisperry/
storage
containers
@bigalittlea
SOLUTION:

survey the sales team

@bigalittlea

ALWAYS IMPROVE

STORAGE CONTAINERS
FINDINGS:

regional language
need-specific terms
red flag negatives
@bigalittlea

ALWAYS IMPROVE

FIND SOMETHING NEW
cost

conversions

cpa

old storage

$356k

3,555

$100

sales team
terms

$40k

562

$70

@bigalittlea

ALWAYS IMPROVE

N...
9: challenge convention

@bigalittlea

molecularrecipes.com
not for everyone

@bigalittlea
NORMAL LPS
…BUT WHAT IF
LEFT:

1,175 clicks
85 conv
7.2 % cr
@bigalittlea

RIGHT:

1,162 clicks
83 conv
7.1 % cr

LANDING PAGE FORMS

DOESN’T MATT...
lets play again!
NORMAL 3-COLUMN
CENTER 3-COLUMN
CENTER:

RIGHT:

215 clicks 187 clicks
30 conv
23 conv
14.0 % cr
12.3 % cr
@bigalittlea

LANDING PAGE FORMS

WEIRD WINS!
flickr.com/photos/feil/

oh s*%#...
72
flickr.com/photos/kenudigit/

10: life in the weeds

73
embrace surprise

@bigalittlea

flickr.com/photos/judybaxter/
ENHANCED
CAMPAIGNS
76
@fmshovlin

“they’re just
campaigns
now…”

@bigalittlea
ENHANCED JUNK

start with the best

@bigalittlea

FIGURE IT OUT

MOBILE:
ENHANCED JUNK

-adsenseformobileapps.com
-appspot.com
-bids in the evening
@bigalittlea

FIGURE IT OUT

TABLETS:
ENHANCED ADVANTAGES

+ strong conv. rates
leave nyc + ca alone

@bigalittlea

FIGURE IT OUT

GEO:
ENHANCED ADVANTAGES

@bigalittlea

FIGURE IT OUT

SUPER SITELINKS!
ENHANCED ADVANTAGES

call conversions
estimated total conversions

@bigalittlea

FIGURE IT OUT

CROSS DEVICE TRACKING:
ENHANCED ADVANTAGES

…REMARKETING??

@bigalittlea

FIGURE IT OUT

CROSS DEVICE…
flickr.com/photos/tojosan/

you can still clean up
@bigalittlea
reward
@bigalittlea

flickr.com/photos/riekhavoc
…or just reward me

@bigalittlea

flickr.com/photos/brostad/
aaronl@seerinteractive.com
slideshare.com/bigalittlea
@bigalittlea

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9 PPC Planning Tips to Save Your Sanity

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PPC tips on how to avoid "chicken little" syndrome. How to manage mobile budgets in Enhanced Campaigns, test small to win big, challenge conventional best practices and how to set yourself up for success.

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9 PPC Planning Tips to Save Your Sanity

  1. 1. ppc planning ppc to save your sanity aaron levy
  2. 2. @bigalittlea @bigalittlea
  3. 3. @SEERinteractive
  4. 4. ppc has a problem flickr.com/photos/ishmaelo
  5. 5. flickr.com/photos/bunchofpants/ @bigalittlea
  6. 6. 3 stages x 3 ideas = 9 tips to keep it together
  7. 7. food food food & beer food beer food food food beer food beer food food 7
  8. 8. flickr.com/photos/bluesquarething/ @bigalittlea
  9. 9. @bigalittlea
  10. 10. prepare flickr.com/photos/henryalva/ 10
  11. 11. 1: meez flickr.com/photos/bluesquarething/ @bigalittlea
  12. 12. LEARN: the busness the goals the stakeholders the fears the marketing plan the bonus plan @bigalittlea 12
  13. 13. week of the month conversions pick up…” ROLE PLAYING @nick_vigg: "every second
  14. 14. second week of most months. think that has an impact…?” ROLE PLAYING @client: "we run radio the
  15. 15. DOES RADIO IMPACT? yes. yes it does.
  16. 16. DR OZ = PROFIT!
  17. 17. @bigalittlea RASPBERRY KETONES SEARCH VOLUME SPIKE
  18. 18. @bigalittlea RASPBERRY KETONES GUESS HOW MUCH CLICKS COST?
  19. 19. 2: label relentlessly @bigalittlea Image credit: http://ralamac.deviantart.com/
  20. 20. “AdWords Labels for Effective Account Management: Moar Labels!” - @michellemsem “AdWords Labels: Why I Love Them & You Should Too”- @katiewalton85 “4 Ways I Use AdWords Labels to Manage My AdWords Campaigns Faster” - @AndrewLolk @bigalittlea 20
  21. 21. COLLEGES: 12 PROGRAMS: 60 DEGREE LEVELS: 4 REGIONS: 5 AGENCIES: 2 @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
  22. 22. 400+ campaigns @bigalittlea flickr.com/photos/superyyy100/
  23. 23. CAMPAIGN: agency college geo channel @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
  24. 24. AD GROUP: program level branded/non brand @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
  25. 25. KEYWORD: general category-specific program-specific @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
  26. 26. pow-pow powerpivot flickr.com/photos/gurana/
  27. 27. @bigalittlea 27
  28. 28. 3: scratch made vs. store-bought @bigalittlea flickr.com/photos/mountjoy/
  29. 29. @bigalittlea
  30. 30. Jan Feb Mar Apr May SEER REPORT HOURS Acquisio Excel Jun Jul Aug Sep
  31. 31. ROI VS. ROE small business? small campaign? small spend? low maintenance account? @bigalittlea FOR YOU…? ARE YOU A…
  32. 32. $=free.99 infinite roi
  33. 33. execute 33
  34. 34. 4: keep busy, avoid the busy trap @bigalittlea brecht vandenbrouche
  35. 35. AUTOMATED OR ALGORITHMIC? if keyword is x above cpa over 30 days, drop bids by y if keyword is z below cpa over 30 days, bump bids by q @bigalittlea BID CHANGES NORMAL BID RULES:
  36. 36. DAILY CHANGES = PROBLEM look at the same keywords look at the same data over compensate @bigalittlea BID CHANGES BID RULES WILL:
  37. 37. seer.is/bidrules
  38. 38. 5: test small, win big @bigalittlea flickr.com/photos/penguincakes/
  39. 39. @bigalittlea “i want to fail fast” flickr.com/photos/jeanpaulmca/
  40. 40. flickr.com/photos/ishinelike/ SOUNDS EXPENSIVE? @bigalittlea
  41. 41. CAMPAIGNS? mature CMO? test everything now! MOBILE SITE? piece o’ crap @bigalittlea TEST SMALL, WIN BIG MOBILE TEST
  42. 42. SOLUTION? exact-only campaigns best keywords per category sky high mobile bids @bigalittlea TEST SMALL, WIN BIG MOBILE TEST
  43. 43. EXPECTED WINNER? 58% higher cpa EXPECTED LOSER? 37% lower cpa @bigalittlea TEST SMALL, WIN BIG MOBILE TEST RESULTS
  44. 44. TEST ACTUALLY SPENT: 3% of total budget TEST COULD’VE SPENT: 13% of budget @bigalittlea TEST SMALL, WIN BIG ACTUAL COSTS
  45. 45. TEST COULD’VE COST: 7% of total conversions @bigalittlea TEST SMALL, WIN BIG POTENTIAL BUSINSS COST
  46. 46. 6: set expectations flickr.com/photos/mistersmed/ @bigalittlea
  47. 47. 1.2% ctr 1.2% ctr 4.1% cvr 3.7% cvr @bigalittlea AWESOME OUTERWEAR AIM FOR SALES, NOT CLICKS
  48. 48. grow flickr.com/photos/mistersmed/ 48
  49. 49. 7: can’t please everyone flickr.com/photos/penguincakes/ @bigalittlea
  50. 50. eh, screw it @bigalittlea
  51. 51. @bigalittlea changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf
  52. 52. print all of the things! flickr.com/photos/blue_mountains_library_-_local_studies/
  53. 53. PARADOX OF CHOICE
  54. 54. flickr.com/photos/ishinelike/ GUESS HOW IT WENT @bigalittlea
  55. 55. SOLUTION curated images 9 categories 9 images per category conv. rate ↑↑↑ @bigalittlea PARADOX OF CHOICE CUT THE CRAP
  56. 56. 8: kaizen 56
  57. 57. nobody grew from query mining @bigalittlea flickr.com/photos/curtisperry/
  58. 58. storage containers
  59. 59. @bigalittlea
  60. 60. SOLUTION: survey the sales team @bigalittlea ALWAYS IMPROVE STORAGE CONTAINERS
  61. 61. FINDINGS: regional language need-specific terms red flag negatives @bigalittlea ALWAYS IMPROVE FIND SOMETHING NEW
  62. 62. cost conversions cpa old storage $356k 3,555 $100 sales team terms $40k 562 $70 @bigalittlea ALWAYS IMPROVE NEW VS. OLD
  63. 63. 9: challenge convention @bigalittlea molecularrecipes.com
  64. 64. not for everyone @bigalittlea
  65. 65. NORMAL LPS
  66. 66. …BUT WHAT IF
  67. 67. LEFT: 1,175 clicks 85 conv 7.2 % cr @bigalittlea RIGHT: 1,162 clicks 83 conv 7.1 % cr LANDING PAGE FORMS DOESN’T MATTER!
  68. 68. lets play again!
  69. 69. NORMAL 3-COLUMN
  70. 70. CENTER 3-COLUMN
  71. 71. CENTER: RIGHT: 215 clicks 187 clicks 30 conv 23 conv 14.0 % cr 12.3 % cr @bigalittlea LANDING PAGE FORMS WEIRD WINS!
  72. 72. flickr.com/photos/feil/ oh s*%#... 72
  73. 73. flickr.com/photos/kenudigit/ 10: life in the weeds 73
  74. 74. embrace surprise @bigalittlea flickr.com/photos/judybaxter/
  75. 75. ENHANCED CAMPAIGNS
  76. 76. 76
  77. 77. @fmshovlin “they’re just campaigns now…” @bigalittlea
  78. 78. ENHANCED JUNK start with the best @bigalittlea FIGURE IT OUT MOBILE:
  79. 79. ENHANCED JUNK -adsenseformobileapps.com -appspot.com -bids in the evening @bigalittlea FIGURE IT OUT TABLETS:
  80. 80. ENHANCED ADVANTAGES + strong conv. rates leave nyc + ca alone @bigalittlea FIGURE IT OUT GEO:
  81. 81. ENHANCED ADVANTAGES @bigalittlea FIGURE IT OUT SUPER SITELINKS!
  82. 82. ENHANCED ADVANTAGES call conversions estimated total conversions @bigalittlea FIGURE IT OUT CROSS DEVICE TRACKING:
  83. 83. ENHANCED ADVANTAGES …REMARKETING?? @bigalittlea FIGURE IT OUT CROSS DEVICE…
  84. 84. flickr.com/photos/tojosan/ you can still clean up @bigalittlea
  85. 85. reward @bigalittlea flickr.com/photos/riekhavoc
  86. 86. …or just reward me @bigalittlea flickr.com/photos/brostad/
  87. 87. aaronl@seerinteractive.com slideshare.com/bigalittlea @bigalittlea 87
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