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Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
Enterprise ppc for fun and profit   mark jensen of get found first
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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

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.
  • Transcript

    • 1. Enterprise PPC for Fun and ProfitMark JensenGet Found FirstPresident @justmarkus
    • 2. Enterprise PPC is just PPC…. BIGGER.@justmarkus
    • 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. Keep Organized Find Insights Make Changes Measure Impact ….Quickly KFMM@justmarkus
    • 5. Keep Organized Consistent Naming Conventions Campaign: Root KW/Topic – Network – GeoTarget – Device – Other Bad Good@justmarkus
    • 6. Keep Organized Break Out Campaigns Appropriately Break Out Campaigns By: Device Geotargeting Advertising Network Brand Terms Competitor’s Terms Audience@justmarkus
    • 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. Keep Organized Traditional Search Campaign Campaign Adgroup Adgroup Multiple KW Match Types [keyword] “keyword” +keyword keyword@justmarkus
    • 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. 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. 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. Keep Organized ‘Triple Threat’ Search Campaign Live: How to build a ‘triple threat’ search campaign@justmarkus
    • 13. Keep Organized Why Organization? • Eagle eye View • Excel Wizardry • Teamwork • Prevent Ugly@justmarkus
    • 14. Find Insights Segmentation • By Network • By Device • By Date/Time@justmarkus
    • 15. Find Insights Segmentation – by Network@justmarkus
    • 16. Find Insights Segmentation – by Device@justmarkus
    • 17. Find Insights Segmentation – by Date & TimeDownload Dimensions .csv@justmarkus
    • 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. 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. 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. 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. 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. 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. 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. Measure Impact Your Tools can Measure. Let Them.Google Adwords – Dimensions Tab @justmarkus
    • 26. Measure Impact Your Tools can Measure. Let Them. Google Adwords – Compare Dates@justmarkus
    • 27. Measure Impact Your Tools can Measure. Let Them. Google Adwords – Experiments@justmarkus
    • 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. 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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