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Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap
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Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap

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Jeff Allen at OMCap …

Jeff Allen at OMCap

October 9-10, 2013
Berlin, DE

Topic: Enhanced Campaigns and Mobile PPC

Published in: Technology, Design

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  • 1. Mistakes & Strategies for Becoming a PPC Hero @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  • 2. Why Does This Guy Have A Funny Accent?
  • 3. #UtahJeff
  • 4. I have just the one wife.
  • 5. 3 Things You Should Never Do.
  • 6. 1. Never Optimize for Quality Score.
  • 7. Negative s Industry Compliance CT R Bounce Restructure Rate Competitio n Keyword Relevance Load Speed Keyword Stuffing Expected … Landing Pages Deleting History
  • 8. • Pause Low QS KWs • Keyword Stuffing • Speeding Up Landing Pages • Ad Testing •…
  • 9. But Does QS Matter At All?
  • 10. Quality Score Correlation with CPA - Ecommerce
  • 11. Quality Score Correlation with CPA – Lead Gen
  • 12. Started Optimizin g for QS Stopped Optimizin g for QS
  • 13. Reasons It Went Bad: • Encouraged Low Quality Clicks. • Paused High Converting, Low CTR Ads. • Focused More On KWs With History Than Adding New Keywords.
  • 14. Easy Fix: Be More Marketer And Less Statistician.
  • 15. 2. Never Over-optimize Your Account(s).
  • 16. Often, conversions are UNDER REPORTED by up to 20%. Thus being too CPA focused, relying on only one data source, can cost you 1/5 of your sales!
  • 17. Optimizations: • Bid up during peak hours. • Bid up kws 10% better than CPA target. • Pause low performing kws. • Add mobile into 1 campaign. Result:
  • 18. Data Significance Hypothesis 1 Tactic
  • 19. 3. Never Forget to Segment Reports.
  • 20. Lack of context…
  • 21. Lack of context… distorts reality.
  • 22. Total CPA $90
  • 23. Total CPA Non-Brand CPA $90 $125
  • 24. Total CPA Non-Brand CPA Brand CPA $90 $125 $12
  • 25. Make Your Reports A Fair Fight!
  • 26. Smart Segmentation: A. Brand & Non-brand. B. Different Product & Service Types. C. Search & Display. D. New Keywords & Old Keywords. E. All of the Above.
  • 27. #bonus-tip4 never trust a nyo n e
  • 28. RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
  • 29. CPA UP ACROSS ALL DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
  • 30. 28% AFTER CPA DROPS DELETING ALL BID MODIFIERS
  • 31. trust but verify
  • 32. 3 Strategies To Make You A PPC Hero!
  • 33. 1. Increase Segmentation BEFORE Using Bid Multipliers.
  • 34. All MOBILE IMPRESSIONS (avg. pos. = change in impressions) 1-1.5 = +170% 1.5-2 = +101% 2-2.5 = +13% 2.5-3 = +17% 3.5-4 = +5% *Excludes Brand Terms
  • 35. MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL (avg. pos. = change in impressions) 1-1.5 = -16% 1.5-2 = +170% 2-2.5 = -6% 2.5-3 = -63% 3.5-4 = +42% *Excludes Brand Terms
  • 36. AD GROUP FARM SYSTEM
  • 37. TIERED AD GROUPS TYPE MAJORS DEVICE MULTIPLIER NONE (NEAR DESKTOP CPA) FARM ONLY DOWN (< -20% OF DESKTOP CPA) PREP (> -20% OF DESKTOP CPA) -100%
  • 38. Bid Multiplies Push Top Performing Keywords Off The Page But Leave Poor Performing Keywords In The Same Position.
  • 39. 2. Focus on the 20%.
  • 40. 80% Of Your Results Will Come From 20% Of Your Keywords.
  • 41. Create “Top Performer” Campaigns That House Your Most Important Keywords.
  • 42. 1 Campaign Per Match Type. 1 Keyword Per Ad Group. No Nonsense.
  • 43. 30-day periods pre/post-break out Cost Sales
  • 44. Find the 20% of Keywords that Drive 80% of Your Volume and Focus a Disproportionate Amount of Time on Them.
  • 45. • • • • • Ad Testing Testing Match Types Bid Management New Networks Create Performance Baselines
  • 46. 3. Segment Campaigns by Match Type, Exclude Search Partners from Phrase and Broad.
  • 47. Google Search CPA = $62 Google Partner Search CPA = $97
  • 48. Match Type on Delta from CPA Search Partners Google Partner Search Google Search Broad $175 25% Phrase $119 Broad Match = $97 Exact $71 45% 88%
  • 49. Campaign Match Type Google Partner Search Ferrari Collectables (B) Broad Match Ferrari Collectables (P) Ferrari Collectables (E) Broad Search Partners No = Phrase $97 No Exact Yes
  • 50. How To 1. Duplicate each campaign 3x. 2. One for each match type (4x if mod broad & broad). 3. Exclude Search Partners in campaign(s) that house the worst CPA match type(s).
  • 51. In Summary
  • 52. Do Not’s 1. Optimize for Quality Score. 2. Over-optimize Your Account(s). 3. Forget to Segment Reports. Bonus: Trust Anyone!
  • 53. Do’s 1. Better Segment Ad Groups. 2. Focus on the 20%. 3. Segment Campaigns by Match Type, Exclude Search Partners.
  • 54. Questions? Jeff Allen Hanapin Marketing @JeffAllenUT #UtahJeff

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