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SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

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SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

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  • Jeff - It was great meeting you and presenting on this panel with you. You're such a pro. :) Very useful tips on date and data analysis. I'm going to take a look in my data to see if I can spot any interesting trends, and take any bidding actions.
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  • 1. ADVANCED PPC TACTICS
    • Jeff Ferguson // CEO Fang Digital Marketing
    • SMX Advanced 2011
  • 2. Mr. Holmes, you must WIDEN YOUR GAZE. “ “
  • 3. Widen your gaze
  • 4. 78% insert copy here. Blah blah blah blah
  • 5. Reveal the deeper beauty
  • 6. Then go deeper still
  • 7. DIGGING IN THE DATA
  • 8. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • Fang Digital Marketing PPC Audit
      • STRUCTURE
        • Campaign Settings
          • Targeting by Network and Device
          • Geo-targeting
        • Campaigns
        • Ad Groups
        • Keywords and keyword grouping
          • Branded and non-branded terms
        • Negative terms
        • Bids
      • CREATIVE
        • Number of ads
        • Use of KWI
        • Landing Pages
      • TRACKING
        • Bidding strategy
        • Tracking Conversion and ROI
        • Impression Share and Lost Opportunities
  • 9.
    • Fang Digital Marketing PPC Audit
      • STRUCTURE
        • Campaign Settings
          • Targeting by Network and Device
          • Geo-targeting
        • Campaigns
        • Ad Groups
        • Keywords and keyword grouping
          • Branded and non-branded terms
        • Negative terms
        • Bids
      • CREATIVE
        • Number of ads
        • Use of KWI
        • Landing Pages
      • TRACKING
        • Bidding strategy
        • Tracking Conversion and ROI
        • Impression Share and Lost Opportunities
    BIDDING STRATEGY: BEYOND SIMPLE DoW
  • 10. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • Kernel of an idea…
      • Upon arrival, informed that accounts’ revenue followed a very predictable day of week pattern
      • However, upon further investigation, the ROI for various accounts was not as consistent
      • Lesson learned: Don’t trust anecdotal data
  • 11. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • Where was ROI going?
    • Was trend really based on DoW?
  • 12. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • The first pass: high level
  • 13. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • The second pass: a little deeper
  • 14. BIDDING STRATEGY: BEYOND SIMPLE DoW
    • The third pass: keep digging
  • 15. DIGGING IN THE DATA
    • Results
      • Increased revenue and margin by 10% within the first month of testing
      • Increased revenue and margin by 30% within six months after expanding test across multiple accounts
  • 16. DIGGING IN THE DATA
    • How to do the grid
      • Useful formulas
        • Day of Week (DOW):
          • =WEEKDAY(CELL#,2)
        • Week of Month (WOM):
          • =INT((DAY(CELL#)-1)/7)+1
  • 17. DIGGING IN THE DATA
    • How to do the grid
      • Run a pivot table against the new data*
      • * Data provided here is FPO
  • 18. DIGGING IN THE DATA
    • Warnings…
      • This only discovers intra-month trends
      • Does not take into account intra-year seasonality (holidays, seasons, etc.)
      • Spikes can skew data, remove very large spikes from equation
      • Compare daily averages across the month with every month in a year to ensure that this really is a trend vs. just a regular averaging.
  • 19. DIGGING IN THE DATA
    • Don’t be lazy with your data, be proactive
      • Get out of the habit of daily tweaking
      • Move towards analyzing the data to get ahead of the trends
      • Robots are OK, but don’t become a slave to their charms
    • Look for local trends within the data
      • Seasonality
        • Buying seasons, spring thaw, paydays, etc.
      • Upcoming events
        • Festivals, concert season, etc.
    • Find your own WoM
  • 20. In conclusion, PPC tactics are about the DETAILS . *
  • 21.  
  • 22. JEFF FERGUSON Senior Director Online Marketing [email_address] @fangdigital & @countxero & @dead_tree_media