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WHAT $1 MILLION HAS TAUGHT US
ABOUT

ENHANCED CAMPAIGNS

@JeffAllenUT
Jeff.Allen@hanapinmarketing.com
LOOKING AT EC’S AT

THE MACRO LEVEL
RESULTS FROM ~50

ACCOUNTS
& OVER $1 MILLION
DOLLARS IN SPEND (over 30-days).
MOBILE IMPRESSIONS UP
9% & CLICKS UP 45%.
TABLET IMPRESSIONS
UP 48%
CLICKS UP 45%.
COMPUTER IMPRESSIONS
UP 5% & CLICKS DOWN 13%.
BUDGET ALLOCATION

PRE-ENHANCED CAMPAIGNS
PRE

MOBILE: 10.2%
TABLET: 10.2%
BUDGET ALLOCATION

POST-ENHANCED
CAMPAIGNS
PRE

POST

MOBILE:10.2% 16.8%
TABLET: 10.2% 11.6%
WHAT DOES THAT MEAN FOR

COMPUTER SPEND?
PRE:

79%
POST:

71.6%
CPA UP ACROSS
ALL DEVICES

COMPUTER:

+12%

MOBILE: +40%
TABLET: +13%
“ENHANCED
CAMPAIGNS ARE
BULL$#^%”
– MATT VAN WAGNER
LOOKING AT EC’S AT

THE MICRO LEVEL
IDEAL ACCOUNT FOR EC:
• LOCATION SPECIFIC
• MOBILE OPTIMIZED
• DAY PARTING
60 miles
-5% adjust.

40 miles
0% adjust.

20 miles
+20% adjust.

Campus
location
MOBILE BID
MULTIPLIER -30%.
BASED ON
AVERAGE MOBILE
TO DESKTOP CPA
VARIANCE.
BUDGET ALLOCATION
PRE

POST

COMPUTER: 81% 74%
MOBILE:
9%
16%
CPA
MOBILE UP 25%, COMPUTER AND
TABLET REMAINED NEARLY
IDENT...
No extra
leads in
target radius
9% INCREASE IN CPA
NO CHANGE IN

VOLUME OF LEADS
STRIKE THAT

REVERSE IT
28%

AFTER

CPA DROPS

DELETING ALL
BID MODIFIERS
PROBLEMS:
• BUDGET
ALLOCATION
• GARBAGE
TRAFFIC
• HARDER TO SEE
ISSUES
SOLUTIONS:
• MORE
CAMPAIGNS
• MORE AD
GROUPS
• …AND (hopefully)
SOMEDAY
SCRIPTS
INCREASE
SEGMENTATION

BEFORE USING MULTIPLERS
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
...
CAMPAIGN FARM
SYSTEM
TIERED CAMPAIGNS
TYPE

MAJORS

LOCATION MULTIPLIER

NONE

(NEAR CPA GOAL)

FARM

ONLY DOWN

(< -20% OF CPA GOAL)

PREP
(> ...
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 = ...
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 ...
IDEALLY, AD GROUPS WOULD HAVE
ONE KEYWORD PER AD GROUP.
KEYWORD LEVEL MULTIPLIERS
WOULD RENDER THIS OBSOLETE.
TIERED AD GROUPS
TYPE

MAJORS

DEVICE MULTIPLIER

NONE

(NEAR DESKTOP CPA)

FARM

ONLY DOWN

(< -20% OF DESKTOP CPA)

PREP...
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 grou...
ENHANCED CAMPAIGNS
More relevance, better results

#NAILEDIT

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

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

  1. 1. WHAT $1 MILLION HAS TAUGHT US ABOUT ENHANCED CAMPAIGNS @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  2. 2. LOOKING AT EC’S AT THE MACRO LEVEL
  3. 3. RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
  4. 4. MOBILE IMPRESSIONS UP 9% & CLICKS UP 45%.
  5. 5. TABLET IMPRESSIONS UP 48% CLICKS UP 45%.
  6. 6. COMPUTER IMPRESSIONS UP 5% & CLICKS DOWN 13%.
  7. 7. BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS PRE MOBILE: 10.2% TABLET: 10.2%
  8. 8. BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS PRE POST MOBILE:10.2% 16.8% TABLET: 10.2% 11.6%
  9. 9. WHAT DOES THAT MEAN FOR COMPUTER SPEND? PRE: 79% POST: 71.6%
  10. 10. CPA UP ACROSS ALL DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
  11. 11. “ENHANCED CAMPAIGNS ARE BULL$#^%” – MATT VAN WAGNER
  12. 12. LOOKING AT EC’S AT THE MICRO LEVEL
  13. 13. IDEAL ACCOUNT FOR EC: • LOCATION SPECIFIC • MOBILE OPTIMIZED • DAY PARTING
  14. 14. 60 miles -5% adjust. 40 miles 0% adjust. 20 miles +20% adjust. Campus location
  15. 15. MOBILE BID MULTIPLIER -30%. BASED ON AVERAGE MOBILE TO DESKTOP CPA VARIANCE.
  16. 16. BUDGET ALLOCATION PRE POST COMPUTER: 81% 74% MOBILE: 9% 16% CPA MOBILE UP 25%, COMPUTER AND TABLET REMAINED NEARLY IDENTICAL.
  17. 17. No extra leads in target radius
  18. 18. 9% INCREASE IN CPA NO CHANGE IN VOLUME OF LEADS
  19. 19. STRIKE THAT REVERSE IT
  20. 20. 28% AFTER CPA DROPS DELETING ALL BID MODIFIERS
  21. 21. PROBLEMS: • BUDGET ALLOCATION • GARBAGE TRAFFIC • HARDER TO SEE ISSUES
  22. 22. SOLUTIONS: • MORE CAMPAIGNS • MORE AD GROUPS • …AND (hopefully) SOMEDAY SCRIPTS
  23. 23. INCREASE SEGMENTATION BEFORE USING MULTIPLERS
  24. 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. 25. CAMPAIGN FARM SYSTEM
  26. 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. 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. 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. 29. IDEALLY, AD GROUPS WOULD HAVE ONE KEYWORD PER AD GROUP. KEYWORD LEVEL MULTIPLIERS WOULD RENDER THIS OBSOLETE.
  30. 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. 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. 32. ENHANCED CAMPAIGNS More relevance, better results #NAILEDIT Jeff Allen Hanapin Marketing @JeffAllenUT
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