Enterprise PPC                   for Fun and ProfitMark JensenGet Found FirstPresident     @justmarkus
Enterprise PPC is just PPC….                        BIGGER.@justmarkus
PPC                    Enterprise PPC              Small # of Campaigns   Small – Large # of Campaigns              Small ...
Keep Organized              Find Insights              Make Changes              Measure Impact                     ….Quic...
Keep Organized                 Consistent Naming Conventions    Campaign:    Root KW/Topic – Network – GeoTarget – Device ...
Keep Organized                 Break Out Campaigns Appropriately              Break Out Campaigns By:                     ...
Keep Organized                  Pre-Plan Campaign Structure              1) Traditional Campaign                  • Campai...
Keep Organized              Traditional Search Campaign                      Campaign                 Adgroup    Adgroup  ...
Keep Organized                 Traditional Search Campaign         Pros:                   Great for campaigns with lower ...
Keep Organized              ‘Triple Threat’ Search Campaign                                   Campaign 1 - Exact          ...
Keep Organized                 ‘Triple Threat’ Search Campaign         Pros:                   Quick way to prevent cross ...
Keep Organized                  ‘Triple Threat’ Search Campaign              Live: How to build a ‘triple threat’ search c...
Keep Organized                 Why Organization?                             • Eagle eye View                             ...
Find Insights                       Segmentation                • By Network                • By Device                • B...
Find Insights                Segmentation – by Network@justmarkus
Find Insights                Segmentation – by Device@justmarkus
Find Insights                           Segmentation – by Date & TimeDownload Dimensions .csv@justmarkus
Find Insights                                       Bubble Charts                4                2                0      ...
Find Insights                Filters                          Keywords with available leverage                            ...
Find Insights                Filters                          Ad and Landing Page Mismatches                              ...
Find Insights                Filters                          Profitable Adgroups with room to expand                     ...
Make Changes                          Before You Begin Making Changes              1) Know and Document your end Goal     ...
Make Changes                             Excel – Auto Pausing All Poorest Performing Ads                 Ad Group      Hea...
Make Changes                      Excel – Keep Only Best Performing Ad        1) Filter by adgroup and descending performa...
Measure Impact                    Your Tools can Measure. Let Them.Google Adwords – Dimensions Tab  @justmarkus
Measure Impact                 Your Tools can Measure. Let Them.                 Google Adwords – Compare Dates@justmarkus
Measure Impact                 Your Tools can Measure. Let Them.                 Google Adwords – Experiments@justmarkus
Extra Fun                             Great Tools for Enterprise PPC              Keeping Organized                       ...
Enterprise PPC is just PPC….                        BIGGER.                  http://costumezone.com/item.asp?PID=44192    ...
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Enterprise ppc for fun and profit mark jensen of get found first

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Learn the top tips and trick of how to run PPC Enterprise account like Mark Jensen of GetFoundFirst.com

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  • These tips, theories, and tricks are focused on search advertising, especially within Google, though best practices apply to all search ad networks.
  • Consistent Naming Conventions Goal: 1) Allows for High Level Insights without having to dive into the campaigns 2) Accounts are easily accessible for team account work. With enterprise accounts 2+ account managers are often working on a single account 3) Administrators or managers can easily see performance and recommend actions
  • Your Goal: Segment the audiences for 1) High level insights by audience , 2) More effective Enhanced CPC bidding & more effective Conversion Optimization
  • Organization is the key to making the rest of the SFMM work. Without organization nothing goes right and quickly at the same time.
  • Enterprise ppc for fun and profit mark jensen of get found first

    1. 1. Enterprise PPC for Fun and ProfitMark JensenGet Found FirstPresident @justmarkus
    2. 2. Enterprise PPC is just PPC…. BIGGER.@justmarkus
    3. 3. PPC Enterprise PPC Small # of Campaigns Small – Large # of Campaigns Small # of Adgroups Small – Large # of Adgroups Small # of Ads Small – Large # of Ads Small # of KW Small – Large # of KW Small amount of Data Huge amounts of Data Not Scalable Scalable Small Spend Large Spend Local Business Software Niche Business Multi-National Business Service Big E-commerce@justmarkus
    4. 4. Keep Organized Find Insights Make Changes Measure Impact ….Quickly KFMM@justmarkus
    5. 5. Keep Organized Consistent Naming Conventions Campaign: Root KW/Topic – Network – GeoTarget – Device – Other Bad Good@justmarkus
    6. 6. Keep Organized Break Out Campaigns Appropriately Break Out Campaigns By: Device Geotargeting Advertising Network Brand Terms Competitor’s Terms Audience@justmarkus
    7. 7. Keep Organized Pre-Plan Campaign Structure 1) Traditional Campaign • Campaign • Adgroups • Keywords with all match types 2) ‘Triple Threat’ Campaign • Campaign • Adgroups • Keywords with a single match type@justmarkus
    8. 8. Keep Organized Traditional Search Campaign Campaign Adgroup Adgroup Multiple KW Match Types [keyword] “keyword” +keyword keyword@justmarkus
    9. 9. Keep Organized Traditional Search Campaign Pros: Great for campaigns with lower traffic volume Simple. Cons: Preventing internal cross pollination can be time consuming Bad practices can be easily introduced@justmarkus
    10. 10. Keep Organized ‘Triple Threat’ Search Campaign Campaign 1 - Exact Adgroup Adgroup [keyword] [keyword] Campaign 2 - Broad Campaign 3 - Phrase Adgroup Adgroup Adgroup Adgroup +keyword +keyword “keyword” “keyword”@justmarkus
    11. 11. Keep Organized ‘Triple Threat’ Search Campaign Pros: Quick way to prevent cross pollination Simple and logical optimization Easily handles huge micro build outs Cons: Works poorly with low traffic volume Creates additional campaigns needed to optimize Potential for lots of ‘low search volume’ Adgroups@justmarkus
    12. 12. Keep Organized ‘Triple Threat’ Search Campaign Live: How to build a ‘triple threat’ search campaign@justmarkus
    13. 13. Keep Organized Why Organization? • Eagle eye View • Excel Wizardry • Teamwork • Prevent Ugly@justmarkus
    14. 14. Find Insights Segmentation • By Network • By Device • By Date/Time@justmarkus
    15. 15. Find Insights Segmentation – by Network@justmarkus
    16. 16. Find Insights Segmentation – by Device@justmarkus
    17. 17. Find Insights Segmentation – by Date & TimeDownload Dimensions .csv@justmarkus
    18. 18. Find Insights Bubble Charts 4 2 0 0 1 2 3 4 • Visualize Data • Easily see greatest impact points Live: Bubble Chart Macro@justmarkus
    19. 19. Find Insights Filters Keywords with available leverage Filter1: Conversions >= 2 Filter2: CPA < Goal CPA Filter3: Avg. Position worse than 3 Finds all converting KWs that can you can profitably increase bids on.@justmarkus
    20. 20. Find Insights Filters Ad and Landing Page Mismatches Filter1: Clicks >= 100 Filter2: Bounce Rate > 85% Filter3: Conversions = 0 Filter4: CTR > 1% Finds all ads that are performing at an acceptable level but that are likely being used with the wrong landing page.@justmarkus
    21. 21. Find Insights Filters Profitable Adgroups with room to expand Filter1: Cost per Conversion < CPA Goal Filter2: Conversions >= 2 Filter3: Impression Share < 80% Finds profitable adgroups that can increase in traffic volume through an increase in adrank.@justmarkus
    22. 22. Make Changes Before You Begin Making Changes 1) Know and Document your end Goal 2) Know and Document how you will measure success 3) Measure and Document current performance 4) Work in Bite Sized Sections 5) Use your Tools!@justmarkus
    23. 23. Make Changes Excel – Auto Pausing All Poorest Performing Ads Ad Group Headline Description Line 1 Description Line 2 Impressions Clicks CTR 24/7 Live Tech Company Product 1 & Support. Chat Company product 1 Product 2. Now. 60 7 11.67% Company Product 1 & Company Name - Company product 1 Product 2. Official Site. 4132 767 18.56% Company Company Product 1 & Company Name - product 1 product 1 Product 2. Official Site. 180 36 20.00% Company Company® Affordable Official Site product 1 product 1 Product 1. Product Feature 1 144 33 22.92% Live: Using Excel to Pause poorest performing Ads@justmarkus
    24. 24. Make Changes Excel – Keep Only Best Performing Ad 1) Filter by adgroup and descending performance KPI value • Profit • Conversions (1 per-click) • Cost / Converion (1 per-click) • CTR • Impressions 2) Insert and Apply Formula • =if(Exact(Adgroup Cell Above Horiz Cell,Adgroup Cell Horiz),”Paused”,”Exact”) Live: Using Excel to Pause poorest performing Ads@justmarkus
    25. 25. Measure Impact Your Tools can Measure. Let Them.Google Adwords – Dimensions Tab @justmarkus
    26. 26. Measure Impact Your Tools can Measure. Let Them. Google Adwords – Compare Dates@justmarkus
    27. 27. Measure Impact Your Tools can Measure. Let Them. Google Adwords – Experiments@justmarkus
    28. 28. Extra Fun Great Tools for Enterprise PPC Keeping Organized Google Calendars Working Faster Excel (w. VBA) Adwords / Bing Desktop Editor Keyword Blender SpeedPPC Statistical Analysis WolframAlpha@justmarkus
    29. 29. Enterprise PPC is just PPC…. BIGGER. http://costumezone.com/item.asp?PID=44192 http://www.bestpricetoys.com/infant-toddler- costumes-super-heros/@justmarkus
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