SES London 2012 - Thomas Bindl - PPC Tools of the Trade

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Talk by Thomas Bindl at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

Talk by Thomas Bindl at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

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  • 1. London | 20–24 Feb, 2012 | #seslondonIncrease data quality and efficiency @refinedads
  • 2. London | 20–24 Feb, 2012 | #seslondonThomas Bindl – Online Marketing Expert since 1999Active in online marketing industry since 1999Initially strong focus on SEO as affiliateConsultant for companies worldwideSpeaker at leading conferences worldwidePerformance marketing as passionFounder of Refined Labs @refinedads
  • 3. London | 20–24 Feb, 2012 | #seslondon About Refined LabsFounded in February 2007 in Munich17 employees100+ million keywords under managementActive in 60+ markets, 30+ currencies and languagesAgencies and big direct spenders as customersThe company behind Refined Ads, a leadingCross-Channel-Tracking Software @refinedads
  • 4. London | 20–24 Feb, 2012 | #seslondonIt’s about the right tool, not the biggest @refinedads
  • 5. London | 20–24 Feb, 2012 | #seslondonSearch queries / placements @refinedads
  • 6. London | 20–24 Feb, 2012 | #seslondon Search queries / placementsSearch query report is nice, but inefficientReduce traffic, increase conversion ratesBetter targeting can save up to 30% without losing conversionsIntegration with conversion/revenue data as keyTightly integrated work flow as time saverPlacements for GDN are as important as search queries @refinedads
  • 7. London | 20–24 Feb, 2012 | #seslondonSearch queries / placements @refinedads
  • 8. London | 20–24 Feb, 2012 | #seslondonDetails are crucial @refinedads
  • 9. London | 20–24 Feb, 2012 | #seslondon Keyword / Adtext reporting• Normal reports on Adtext/Adgroup level: @refinedads
  • 10. London | 20–24 Feb, 2012 | #seslondon Keyword / Adtext reporting• Report on Adtext/Keyword level:• Analyze keyword/Adtext performance for important keywords• Break out very poor/good combinations into new Adgroups @refinedads
  • 11. London | 20–24 Feb, 2012 | #seslondonSearch Funnels / Query Paths @refinedads
  • 12. London | 20–24 Feb, 2012 | #seslondon Search Funnels / Query PathsIntegration of search funnel analysisSee how users behave till they convertOver 1/3 of all conversions need 2+ clicksDon‘t only look at paths, but at ROINumber of clicks irrelevant, total cost mattersAttribution is key for optimizationDon‘t try to understand, try to accept @refinedads
  • 13. London | 20–24 Feb, 2012 | #seslondonSearch Funnels / Query Paths @refinedads
  • 14. London | 20–24 Feb, 2012 | #seslondonStrategic Groups @refinedads
  • 15. London | 20–24 Feb, 2012 | #seslondon Strategic GroupsReporting is the least efficient part of your jobAutomate reporting to your needsCombine elements on any level (Accounts, Campaigns, …)Combine elements from any search engineSet goals for Bid ManagementAccount structure for performance, Strategic Groups for reporting @refinedads
  • 16. London | 20–24 Feb, 2012 | #seslondonStrategic Groups @refinedads
  • 17. London | 20–24 Feb, 2012 | #seslondonOptimize for YOUR goals – and reach them @refinedads
  • 18. London | 20–24 Feb, 2012 | #seslondon Custom ColumnsNo company has CPL/CPOs as business goalMargin is the next best goal“Real margin” is the key to integrate searchSet these targets as goals for Bid management @refinedads
  • 19. London | 20–24 Feb, 2012 | #seslondonIntegration instead of Isolation @refinedads
  • 20. London | 20–24 Feb, 2012 | #seslondon Integration with other channelsDon’t look at search as silo, it’s a part of the mixLong term success requires integrationIncrease sales, but be ready to lose (search) budget @refinedads
  • 21. London | 20–24 Feb, 2012 | #seslondonLooking forward to your questions! Thomas Bindl (Founder) thomas@refinedlabs.com Refined Labs GmbH Residenzstr. 7 803 Munich Germany Tel +49 89 1392870 @refinedads