As Account Managers, you are constantly changing, rearranging, and editing your accounts. You are masters of organization, pro writers at ad copy, and ninjas at the bidding process. But sometimes, in the midst of all that awesomeness, its easy to forget or miss simple tactics that will save time and increase efficiency. In this slide presentation, two of Hanapin's expert Account Managers discuss PPC tactics that you may not know or have forgotten about. Both for the veteran digital advertising account manager and the "newbie" account manager, this will be very informative and a great refresher. You'll get expert-level PPC tips like: *Easy tips to save time in your account *"Learn to use" cross-pollution to improve CPA *How to calculate your aggressiveness scale *Organizing your account to increase efficiency Get these new tactics on your radar!

1. #thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
8 PPC Tactics Not
(Yet!) On Your Radar
HOSTED BY:

2. #thinkppc
Presenters
• Roopa Carpenter
– Account Manager at Hanapin Marketing
– @RoopaCarpenter
• Rachael Law
– Account Manager at Hanapin Marketing
– Blogger at PPC Hero

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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PPC Tactic #1

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#1: Watch out for those Mobile Apps:
• Are your display ads showing up on
mobile apps?
• Here’s how you find out:
• Display Network > Placements
• Filter for Placements containing
mobile

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Why do we care?
• Each individual placement on a
mobile app may not be costly
• However, if you calculate total
cost for placements on all mobile
apps, you may find that your
throwing away a lot of cash.

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It’s Not Always About the Money
• CTR can suffer
– Having additional impressions showing on mobile
apps affect overall CTR for Display campaigns
• Conversion Rate and CPA
– Getting clicks but receiving little or no
conversions; this will adversely affect conversion
rate and CPA.

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How Do I Stop the Mobile Madness?
• Exclude mobile apps as a placement
• Placement tab > add Campaign/Ad Group
exclusion

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PPC Tactic #2

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#2: Details On Your Display Placements
• I’m sure you are already auditing your display
placements on a regular basis (..right?!) but
you may not realize that you can exclude
specific URLs on each domain
• If you have a placement that is bringing in
conversions, but at a high CPA, it might be
worth looking at the details

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#2: Details On Your Display Placements
• Select the problem placement and click See
Details > Selected
• From here you can see pages within that
domain that have performed poorly, so you
can exclude them

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Why does this matter?
• It’s a simple yet widely overlooked trick that
can help you spend your money more
efficiently. You can cut specific placements
without losing conversions to bring down CPA.
• Or, find placements that work really well!

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Maintain Relevancy
• Say you’re selling gourmet dog treats, and
your ads are showing up on
petfoodworld.com. You would think that’s
great, right? But you’re actually spending a lot
of money on petfoodworld.com/cat-lovers.
Not exactly so relevant, is it? Exclude it!

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PPC Tactic #3

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#3: Target the Right Audience
• Do you know who you are advertising to in
your Search campaigns?
• If people have already converted, do you still
want to continue advertising to them?

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Why wouldn’t we want to do that?
• Matters more to lead gen businesses where
the value is in the first conversion
• Do you want to show your ads & waste
impressions on people who have already
converted?
– Think CTR
• Do you want people who have converted to
click on your ad if there is no value in them
converting again?
– Think wasted spend

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Solution: Say Bye Bye to Converters
• Create an audience of
converters
– Shared Library >
Audiences
– If you haven’t done so
already, add the
remarketing tag to all
pages of your site.

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Create an Audience of Converters
• After the tag is
implemented,
create a new
remarketing list
• Let the list
populate

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Exclude Converters from Search
• In your Search campaign(s), click on Audience
tab
• Scroll down to “Campaign audience
exclusions” and create new exclusion
• Then from your remarketing list, select the list
that contains your converters.
• Voila! Now your ads will only show to users
who have not converted.

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PPC Tactic #4

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#4: Frequency Capping
• Are users getting annoyed by seeing your
display ads constantly?
• Find out by pulling a reach and frequency
report from the Dimensions tab
– Select Reach and frequency - Day

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How To Use The Data
• Once you download the data into Excel, you
can create a pivot table (because who doesn’t
love a good pivot table?!)
• In this example, when a user only sees the ad between 1 and 3 times a day, they
are much more likely to convert

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Why Do We Care?
• By setting a frequency cap for your display
campaigns, CTR and Conversion Rate increase
• You also save budget by not wasting any
spend on clicks that are less likely to convert

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PPC Tactic #5

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#5: Want a Mobile Campaign?
• In the good ol’ days of PPC, you were able to bid
solely on mobile, without having to opt into
desktop. Well, those days are gone… or are they?

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Create a Mobile Campaign…sort of
• There’s still no way to bid on mobile only, but
there may be a workaround.
• Solution: Create a duplicate search campaign.
– Caveat: This will not work if the original campaign
is limited by budget (you’ll see why later)

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Duplicate as Your Mobile Campaign
• Once you set up your duplicate campaign, you
reduce your desktop bids much lower than
the max cpc bids in the original campaign.
• Then put a mobile bid modifier in place
(preferably between +100% to 300%) in the
duplicate campaign
– Make sure to put a -100% bid modifier in the
original campaign

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An Example:
• In the original campaign, the keyword
“money” has a max cpc bid of $.60, in the
duplicate campaign the desktop bid for
this keyword will be set to $.15.
– Therefore, if a user on desktop searches for
“money” the original campaign will win out.
– Remember that caveat: This only works if the
original campaign is not limited by budget &
therefore is able to win out over the duplicate
campaign.

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Example continued
• The mobile bid modifier in the duplicate
campaign will be set to 300% times the new
CPC (of $.15), so it will be $.60.
• If a mobile user then searches for “money”
the original campaign will not compete
because it’s not showing for mobile
(remember the -100%).
– The duplicate will then be able to show for mobile
users.

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It’s Not Exactly the Good Ol’ Days, But It’ll Do
• Although not ideal, this presents a way for you
to control budgets and mobile bids
”separately” from desktop and tablets.

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PPC Tactic #6

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#6: Search Partner Network
• Google’s Search Partner Network is often a
setting that is easily ignored, but performance
can vary greatly between Google Search and
the SPN

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Are you wasting your money?
• From the example above, we notice 2
things:
• Holy cow! We spent $761 on the search
partner network, with 0 conversions!
• The average position is often times much
lower on the SPN, skewing your overall
average position

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What can you do about it?
• If you find that SPN performs well…
– Unfortunately Google doesn’t allow you to target
the SPN separately from Google Search 
• If you find that SPN performs poorly…
– Opt out!

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Average Position & SPN
• If average position on the Google search
results page is something that you or your
client feel strongly about or greatly affects
performance, you can do bid changes using
only the Google search avg. position, or cross
referencing the two.

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PPC Tactic #7

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#7: % of Non-Converting Costs (NCC %)
• NCC % origin:
– Difficulty in applying the Lin/Rodnitzky Ratio (aka
Aggressiveness Ratio) across various accounts
– Aggressiveness Ratio: How much more are you
spending on research or discovery keywords than
your core converting keywords.

40. #thinkppc
Aggressiveness Ratio Calculation
• How to Calculate the Aggressiveness Ratio
1. Pull a Search Query Report for the past 30 days (or
any date range you prefer)
2. Filter the report for search queries that have
converted at least once
3. = CPA of total search queries/CPA of search queries
that have converted

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Aggressiveness Ratio Scale
• Scale:
– Score of 1: Account is too conservative & needs
keyword expansion
– Score of 2: Right balance between converting &
non-converting keywords
– Score of 3 or more: Account is too aggressive &
needs to cut back on non-converting keywords

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Not All Accounts are the Same
• The Problem:
– The Aggressiveness Ratio doesn’t account for
specific intangibles like goals or performance
– Assumption that if there are performance issues,
then these are related to the excess keywords.
– Provides more of an abstract way of looking at
your account rather than having specific numbers
that you can use on a regular basis.

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Back to NCC%
• Rather than looking at numbers on a scale,
lets calculate the actual % of non-converting
spend.
• NCC %= Cost of non-converting keywords/
Total Search Cost *100

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NCC% is an Easy Calculation
• How to Calculate NCC% in the AdWords
Interface:
• So NCC% = 195.81/295.55 *100 = 66.25%

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It’s All About the Context
• When you have your NCC% in hand, you can
then turn to see if this has a positive or
negative effect on your account based on your
account specific KPIs.

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Some Examples: Client A
• Client A is an ecommerce client that has ROAS goals.
• The above graph measures NCC v. ROAS over a 14 week period.
• There appears to be a clear relationship between NCC% & ROAS.
• Someone managing this account can see that when NCC is 86% or greater, it tends
to fall short of ROAS goals.

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Client B: Ecommerce with ROAS goals
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
100%
200%
300%
400%
500%
600%
700%
1 2 3 4 5 6 7 8 9 10 11 12
ROAS
% of NCC
• NCC is measured against ROAS over a 12 month period
• Unlike Client A, this relationship defies our expectation that efficient spend leads
to increased return
• The Aggressiveness Ratio for this account was around 4, suggesting that keywords
should be cut.
• However, putting in it context like the NCC does, you can see that this may not be
the best approach.

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Client C: Lead Gen. with CPL Goals
0%
20%
40%
60%
80%
100%
120%
$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
$2,500.00
$3,000.00
1 2 3 4 5 6 7 8 9 10 11 12
CPL
%NCC
• So here NCC is measured against CPL over a 12 month period
• There appears to be no tangible relationship between NCC and the CPL goal
• This example reflect a mixture of an inverse and direct relationship, which
highlights the volatile performance of this account.
• Again, it’s all about providing context!

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Live Poll Question #3
#3 – Which area of your account do you think needs
more attention?
#thinkppc
a) Display (placements, etc...)
b) Search (search partner network, bids, audiences, etc…)
c) Keyword level optimizations (keywords, search queries, etc…)
d) Mobile Devices

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PPC Tactic #8

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#8: Search Term Cross Pollution
• What is it?
– This happens when a
particular search query is
triggered by more than
one keyword across
multiple ad groups /
campaigns
• It’s a good way to see
how organized your
account is

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How do I know?
• Excel, of course!
• First, pull a Search Query Report with the
Keyword column enabled
• Once you download the information in
Excel, create a pivot table with the search
term as the row label & count of keywords as
the values

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Let’s see an example:
• In the example above, this particular search
term is matching up with 24 keywords across
6 campaigns!

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Why Does It Matter?
• If you don’t have control over how your traffic
is being funneled in your account, you lose the
ability to show super relevant ad copy to your
audience.
• You are also better able to control CPA/volume
when pausing keywords. Currently, pausing a
keyword likely just funnels search queries to
another keyword

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How do I fix it?
• Use embedded negatives.
– This strategy works best when match types are
separated into their own ad groups or campaigns.
– Negative phrase  Broad
– Negative exact  Phrase
• Good negative strategy in general
– Create negative keyword lists for all ad groups.
Apply them as negatives to other ad groups.

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There you have it!
• Mobile Apps
• Display Placement Details
• Excluding Converters
• Frequency Capping
• Mobile Campaigns (sort of)
• Search Partner Network
• NCC / Aggressiveness Ratio
• Search Term Cross Pollution

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Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.
o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com