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

538 views
332 views

Published on

Jeff Allen at OMCap

October 9-10, 2013
Berlin, DE

Topic: Enhanced Campaigns and Mobile PPC

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
538
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Mistakes & Strategies for Becoming a PPC Hero @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  2. 2. Why Does This Guy Have A Funny Accent?
  3. 3. #UtahJeff
  4. 4. I have just the one wife.
  5. 5. 3 Things You Should Never Do.
  6. 6. 1. Never Optimize for Quality Score.
  7. 7. Negative s Industry Compliance CT R Bounce Restructure Rate Competitio n Keyword Relevance Load Speed Keyword Stuffing Expected … Landing Pages Deleting History
  8. 8. • Pause Low QS KWs • Keyword Stuffing • Speeding Up Landing Pages • Ad Testing •…
  9. 9. But Does QS Matter At All?
  10. 10. Quality Score Correlation with CPA - Ecommerce
  11. 11. Quality Score Correlation with CPA – Lead Gen
  12. 12. Started Optimizin g for QS Stopped Optimizin g for QS
  13. 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. 14. Easy Fix: Be More Marketer And Less Statistician.
  15. 15. 2. Never Over-optimize Your Account(s).
  16. 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. 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. 18. Data Significance Hypothesis 1 Tactic
  19. 19. 3. Never Forget to Segment Reports.
  20. 20. Lack of context…
  21. 21. Lack of context… distorts reality.
  22. 22. Total CPA $90
  23. 23. Total CPA Non-Brand CPA $90 $125
  24. 24. Total CPA Non-Brand CPA Brand CPA $90 $125 $12
  25. 25. Make Your Reports A Fair Fight!
  26. 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. 27. #bonus-tip4 never trust a nyo n e
  28. 28. RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
  29. 29. CPA UP ACROSS ALL DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
  30. 30. 28% AFTER CPA DROPS DELETING ALL BID MODIFIERS
  31. 31. trust but verify
  32. 32. 3 Strategies To Make You A PPC Hero!
  33. 33. 1. Increase Segmentation BEFORE Using Bid Multipliers.
  34. 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. 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. 36. AD GROUP FARM SYSTEM
  37. 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. 38. Bid Multiplies Push Top Performing Keywords Off The Page But Leave Poor Performing Keywords In The Same Position.
  39. 39. 2. Focus on the 20%.
  40. 40. 80% Of Your Results Will Come From 20% Of Your Keywords.
  41. 41. Create “Top Performer” Campaigns That House Your Most Important Keywords.
  42. 42. 1 Campaign Per Match Type. 1 Keyword Per Ad Group. No Nonsense.
  43. 43. 30-day periods pre/post-break out Cost Sales
  44. 44. Find the 20% of Keywords that Drive 80% of Your Volume and Focus a Disproportionate Amount of Time on Them.
  45. 45. • • • • • Ad Testing Testing Match Types Bid Management New Networks Create Performance Baselines
  46. 46. 3. Segment Campaigns by Match Type, Exclude Search Partners from Phrase and Broad.
  47. 47. Google Search CPA = $62 Google Partner Search CPA = $97
  48. 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. 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. 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. 51. In Summary
  52. 52. Do Not’s 1. Optimize for Quality Score. 2. Over-optimize Your Account(s). 3. Forget to Segment Reports. Bonus: Trust Anyone!
  53. 53. Do’s 1. Better Segment Ad Groups. 2. Focus on the 20%. 3. Segment Campaigns by Match Type, Exclude Search Partners.
  54. 54. Questions? Jeff Allen Hanapin Marketing @JeffAllenUT #UtahJeff

×