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SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
SMX East New York City - PPC Conversion Audits
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SMX East New York City - PPC Conversion Audits

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Bizresearch, a search marketing analytics company located in Ohio, offers PPC Conversion Audits - This is a look at how one company can cut over $50k from its PPC budget by cutting keywords that …

Bizresearch, a search marketing analytics company located in Ohio, offers PPC Conversion Audits - This is a look at how one company can cut over $50k from its PPC budget by cutting keywords that don\'t convert, and monitoring negative keyword opportunities.

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  • My name is Laura Thieme. I’m from Bizresearch. We are a search marketing agency specializing in PPC conversion audits and SEM campaign management. I’m here today to talk to you about cutting back on expenses, specifically PPC expenses. I want to show you how to get more from your existing PPC budget.
  • I’ve been speaking on search analytics since 2001 at Danny’s conferences.
  • If you want to cut $100k, or 15% or more from an online marketing PPC budget, there are some key places to look first. You can perform a PPC conversion audit and look for 13-month trends. On numerous occasions, when performing a PPC audit, I’ve discovered campaigns or ad groups with keywords that have had zero conversions in over a year. I’ve noted keywords that have had very costly acquisition costs, consistently or recently trending over budget. I’ve noted broad match in many cases across the board, where not one term was on phrase or exact match, and simultaneously content match turned on without exclusions, and negative terms completely empty. I’ve often seen such focus on some campaigns that others are often missed in both opportunity and cost per conversion. Lastly, I’ve noticed oversight on poor CTR if CVR was strong.
  • Value of seeing 13 months of tables as well as graphs, depending on what you prefer, to quickly assess strengths and weaknesses across all PPC KPIs
  • One keyword on broad match brought these visitors to click, despite relevant ad copy to the company’s product – but people clearly don’t read, or if they do, are easily distracted – or maybe it’s related to impulse buying – if you’re interested in this, you might also be interested in this over here…. Monitor your keywords for negative match opportunities, especially if CTR is low, and if you’ve recently added new keywords or new ad campaigns.
  • This is a scenario where a company contacted me and told me that they thought their paid search traffic was down due to turning off or pausing a Google campaign. New person on the project either erroneously turned off the campaign, or did it because they thought no conversions were resulting. If they had trend analysis on all campaigns, keywords, and it was EASIER to review this data, side-by-side like you see above, they could have avoided making such a bad decision in turning off this campaign. There is one additional crucial detail to making this analysis highly valuable – you have to be tracking conversions to really make this valuable. In this case, the company was tracking conversions, so my job was easier. I imported 13 months of Adwords data using Bizwatch. It took us just an hour to do this, using our proprietary software. I then imported 13 months of Google Analytics data, in less than an hour. I could now analyze his company’s situation, clearly, and at a mere glance. I combined Analytics trended data, organic vs. paid, and conversion data from Adwords. I could see what they lost in terms of paid traffic, and what it meant to them in terms of online conversions. They were down 89 orders as a result of this mistake, from turning off or pausing a campaign, in Google Adwords. We figured it was a $25,000 mistake, minimum.
  • Transcript

    • 1. By Bizresearch Laura Thieme October 2009 Twitter.com/bizresearchlmt Six Ways to Cut Your PPC Budget by $140k or 15% or more
    • 2. Bizresearch Leadership
      • 12 Year Veteran of Search Marketing & Analytics
      • Speaker 30+ U.S. & Int’l SES & SMX conferences
      • Contributed to SEMPO’s PPC Advanced Analytics
      • Developed & taught Search Marketing at Fisher College of Business (Ohio State)
      • OSU Graduate
      Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
    • 3. PPC Audit Observations
      • 13-months of data per account
        • Keywords (KWs) with ZERO conversions
        • Higher than accepted cost per conversion
        • Broad and/or Content Match
        • Lack negative match updates
        • Low cost brand terms could be expanded
        • Low CTR or CVR or average position
      Twitter.com/bizresearchlmt www.bizresearch.com
    • 4. Customer Challenge #1 Exceeding acceptable CPA levels & overall budget; forced to shut down PPC by 23 rd /month Currently in-house PPC management Twitter.com/bizresearchlmt www.bizresearch.com
    • 5. Customer Challenge #2 CTR was in the tank… < 1% Twitter.com/bizresearchlmt www.bizresearch.com
    • 6.
      • Pull 13 Months PPC KPIs
      • Declining Conversions?
      Annual PPC Conversion Audit Rising Cost Per Sale? Twitter.com/bizresearchlmt www.bizresearch.com
    • 7. $53k 0 Orders $281k Spend Avg CPA $35 4+ Conversions/KW 8,110 Orders $143k Spend Avg CPA $28 20+ Conversions/KW 5,163 Orders Profitable KWs $53k in Ad Spend = Zero Orders Non Conv KWs $85k Avg CPA >$125 Twitter.com/bizresearchlmt www.bizresearch.com
    • 8. Solutions Broad & Phrase Match provide ideas of KWs to add & exclude Google has “see search terms” on keywords with clicks Manage your negative keyword list Why should you care about negative matches? Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
    • 9. . 17% CTR, 2% CVR, $225 CPA
      • “ make a cartoon online”
      • “ I f..ken love coloring”
      • “ Picture of make love”
      • Childrens face painting design”
      • Punk rock fashion design
      Twitter.com/bizresearchlmt www.bizresearch.com
    • 10.
    • 11. Increase CTR & CVR Lower CPA in 1 Month Twitter @bizresearchlmt www.bizresearch.com
    • 12. Tools Needed for PPC Cleanup
      • Adwords Editor and
      • Any search analytics tool that enables monthly and seasonal visual trend analysis down to the keyword level
      • 4-6 hour chunks of time where you can concentrate on improvements
      Twitter.com/bizresearchlmt www.bizresearch.com
    • 13.
      • Increase visibility for terms that consistently convert (13 months)
      Goal: Significantly lower cost per conversion, cut terms that don’t convert Twitter.com/bizresearchlmt www.bizresearch.com
    • 14.
      • Perform a 13-month trend analysis & consider attribution accuracy
      If you want to keep your job, please proceed with caution Twitter.com/bizresearchlmt www.bizresearch.com
    • 15. Use trend analysis tools where you can see organic vs paid search, down to keyword level & then cross-check your data with another source Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
    • 16. If time permits Two more tips to improve PPC Conversions & lower costs
    • 17. Many Per Click in Adwords Twitter @bizresearchlmt www.bizresearch.com 1,020 conversions vs 1,084 $5 Cost Per Conversion Difference
    • 18. Increase Brand Conversions Twitter @bizresearchlmt www.bizresearch.com Don’t turn off brand terms & expand Easy to prove value
    • 19. Thank you Twitter.com/bizresearchlmt www.bizresearch.com Thank you!

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