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SES London 2012 - Thomas Bindl - PPC Tools of the Trade
- 1. London | 20–24 Feb, 2012 | #seslondon Increase data quality and efficiency @refinedads
- 2. London | 20–24 Feb, 2012 | #seslondon Thomas Bindl – Online Marketing Expert since 1999 Active in online marketing industry since 1999 Initially strong focus on SEO as affiliate Consultant for companies worldwide Speaker at leading conferences worldwide Performance marketing as passion Founder of Refined Labs @refinedads
- 3. London | 20–24 Feb, 2012 | #seslondon About Refined Labs Founded in February 2007 in Munich 17 employees 100+ million keywords under management Active in 60+ markets, 30+ currencies and languages Agencies and big direct spenders as customers The company behind Refined Ads, a leading Cross-Channel-Tracking Software @refinedads
- 4. London | 20–24 Feb, 2012 | #seslondon It’s about the right tool, not the biggest @refinedads
- 5. London | 20–24 Feb, 2012 | #seslondon Search queries / placements @refinedads
- 6. London | 20–24 Feb, 2012 | #seslondon Search queries / placements Search query report is nice, but inefficient Reduce traffic, increase conversion rates Better targeting can save up to 30% without losing conversions Integration with conversion/revenue data as key Tightly integrated work flow as time saver Placements for GDN are as important as search queries @refinedads
- 7. London | 20–24 Feb, 2012 | #seslondon Search queries / placements @refinedads
- 8. London | 20–24 Feb, 2012 | #seslondon Details 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 | #seslondon Search Funnels / Query Paths @refinedads
- 12. London | 20–24 Feb, 2012 | #seslondon Search Funnels / Query Paths Integration of search funnel analysis See how users behave till they convert Over 1/3 of all conversions need 2+ clicks Don‘t only look at paths, but at ROI Number of clicks irrelevant, total cost matters Attribution is key for optimization Don‘t try to understand, try to accept @refinedads
- 13. London | 20–24 Feb, 2012 | #seslondon Search Funnels / Query Paths @refinedads
- 14. London | 20–24 Feb, 2012 | #seslondon Strategic Groups @refinedads
- 15. London | 20–24 Feb, 2012 | #seslondon Strategic Groups Reporting is the least efficient part of your job Automate reporting to your needs Combine elements on any level (Accounts, Campaigns, …) Combine elements from any search engine Set goals for Bid Management Account structure for performance, Strategic Groups for reporting @refinedads
- 16. London | 20–24 Feb, 2012 | #seslondon Strategic Groups @refinedads
- 17. London | 20–24 Feb, 2012 | #seslondon Optimize for YOUR goals – and reach them @refinedads
- 18. London | 20–24 Feb, 2012 | #seslondon Custom Columns No company has CPL/CPOs as business goal Margin is the next best goal “Real margin” is the key to integrate search Set these targets as goals for Bid management @refinedads
- 19. London | 20–24 Feb, 2012 | #seslondon Integration instead of Isolation @refinedads
- 20. London | 20–24 Feb, 2012 | #seslondon Integration with other channels Don’t look at search as silo, it’s a part of the mix Long term success requires integration Increase sales, but be ready to lose (search) budget @refinedads
- 21. London | 20–24 Feb, 2012 | #seslondon Looking forward to your questions! Thomas Bindl (Founder) thomas@refinedlabs.com Refined Labs GmbH Residenzstr. 7 803 Munich Germany Tel +49 89 1392870 @refinedads