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What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
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What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced

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  • 1. WHAT $1 MILLION HAS TAUGHT US ABOUT ENHANCED CAMPAIGNS @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  • 2. LOOKING AT EC’S AT THE MACRO LEVEL
  • 3. RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
  • 4. MOBILE IMPRESSIONS UP 9% & CLICKS UP 45%.
  • 5. TABLET IMPRESSIONS UP 48% CLICKS UP 45%.
  • 6. COMPUTER IMPRESSIONS UP 5% & CLICKS DOWN 13%.
  • 7. BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS PRE MOBILE: 10.2% TABLET: 10.2%
  • 8. BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS PRE POST MOBILE:10.2% 16.8% TABLET: 10.2% 11.6%
  • 9. WHAT DOES THAT MEAN FOR COMPUTER SPEND? PRE: 79% POST: 71.6%
  • 10. CPA UP ACROSS ALL DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
  • 11. “ENHANCED CAMPAIGNS ARE BULL$#^%” – MATT VAN WAGNER
  • 12. LOOKING AT EC’S AT THE MICRO LEVEL
  • 13. IDEAL ACCOUNT FOR EC: • LOCATION SPECIFIC • MOBILE OPTIMIZED • DAY PARTING
  • 14. 60 miles -5% adjust. 40 miles 0% adjust. 20 miles +20% adjust. Campus location
  • 15. MOBILE BID MULTIPLIER -30%. BASED ON AVERAGE MOBILE TO DESKTOP CPA VARIANCE.
  • 16. BUDGET ALLOCATION PRE POST COMPUTER: 81% 74% MOBILE: 9% 16% CPA MOBILE UP 25%, COMPUTER AND TABLET REMAINED NEARLY IDENTICAL.
  • 17. No extra leads in target radius
  • 18. 9% INCREASE IN CPA NO CHANGE IN VOLUME OF LEADS
  • 19. STRIKE THAT REVERSE IT
  • 20. 28% AFTER CPA DROPS DELETING ALL BID MODIFIERS
  • 21. PROBLEMS: • BUDGET ALLOCATION • GARBAGE TRAFFIC • HARDER TO SEE ISSUES
  • 22. SOLUTIONS: • MORE CAMPAIGNS • MORE AD GROUPS • …AND (hopefully) SOMEDAY SCRIPTS
  • 23. INCREASE SEGMENTATION BEFORE USING MULTIPLERS
  • 24. COMPUTER CPA SPIKED DUE TO CHANGES IN AVERAGE POSITION avg. pos. change in impressions 1-1.5 1.5-2 2-2.5 … 3.5-4 4-4.5 +39% +19% -6% -29% -32% *Excludes Brand Terms
  • 25. CAMPAIGN FARM SYSTEM
  • 26. TIERED CAMPAIGNS TYPE MAJORS LOCATION MULTIPLIER NONE (NEAR CPA GOAL) FARM ONLY DOWN (< -20% OF CPA GOAL) PREP (> -20% OF CPA GOAL) ONLY UP
  • 27. 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
  • 28. 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
  • 29. IDEALLY, AD GROUPS WOULD HAVE ONE KEYWORD PER AD GROUP. KEYWORD LEVEL MULTIPLIERS WOULD RENDER THIS OBSOLETE.
  • 30. TIERED AD GROUPS TYPE MAJORS DEVICE MULTIPLIER NONE (NEAR DESKTOP CPA) FARM ONLY DOWN (< -20% OF DESKTOP CPA) PREP (> -20% OF DESKTOP CPA) -100%
  • 31. USE BID MODIFIERS SPARINGL Y I E R . T CPA will spike if you use on high position keywords . C A M PA I G N S & ad groups based on performance.
  • 32. ENHANCED CAMPAIGNS More relevance, better results #NAILEDIT Jeff Allen Hanapin Marketing @JeffAllenUT

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