How To Create A Master PPC Management Plan

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  • Notes and stuff
  • Notes and stuff
  • Notes and stuff
  • Campaign Launch – Period of adjustments, course correctionsSustained Growth – It’s very difficult to grow an account each month by more than 10%Account Restructure – Need to re-establish performance history, volume will fluctuate Seasonal – Try to use Google Trends to predict when you may see shifts, use previous sales historyAlgorithmic – Search & Display
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  • 1. How to Create a Master PPCManagement PlanJoseph KerschbaumVice PresidentClix Marketing New York | March 19–23
  • 2. New York | March 19–23, 2012 | #sesnyIntroductions Tell Us About Yourself! Login to Vivastream @joekerschbaum
  • 3. New York | March 19–23, 2012 | #sesnyAbout Me @joekerschbaum
  • 4. New York | March 19–23, 2012 | #sesny About Me 4 SEM Agencies 6.5 Years 100s of Clients1000s of Campaigns 6 Books 3 Dogs????? of Keywords 1 Cat 1 Wife 1 Daughter 1 Workshop @joekerschbaum
  • 5. New York | March 19–23, 2012 | #sesnyAbout Me @joekerschbaum
  • 6. New York | March 19–23, 2012 | #sesny Why is this Workshop Important? Impressions Exact match impression share Profit margin Clicks Impression share lost (budget) Average order value Click-through rate Impression share lost (rankings) Lifetime value Cost-per-click Relative click-through rate Bounce rate Cost-per-thousand-impressions Phone impressions Pages-per-visit Average position Phone calls Time on site Conv. (1-per-click) Phone-through rate % of new visits Conv. (Many-per-click) Phone cost % of return visits Cost-per-conversion (1-per-click) Call duration Revenue per clickCost-per-conversions (Many-per-click) Call time Revenue per impression View-through conversions Average cost-per-call Value per visit Conversion rate (1-per-click) Revenue Quality score Conversion rate (Many-per-click) Return on investment Keyword quality score Impression share Profit margin Landing page quality score Average order value Landing page user experience @joekerschbaum
  • 7. New York | March 19–23, 2012 | #sesnyWhy is this Workshop Important? @joekerschbaum
  • 8. New York | March 19–23, 2012 | #sesny Site links Ad rotation Ad text writing Bidding strategy Topic targetingConversion optimizer Product extensions Keyword researchRemarketing strategies Match type utilization Enhanced CPC Impression share analysis Call extensions Persona targeting Negative keyword implementation Landing page Quality Score Landing page testing Product listing ads Interest category targeting Placement targeting Ad delivery Search query analysis Quality score Google+1 utilization Mobile device targeting Dynamic keyword insertion @joekerschbaum
  • 9. New York | March 19–23, 2012 | #sesnyWorkshop Objectives Create a Master Plan for… Solid PPC Management Foundation Effective Task Management & Prioritization Concise Reporting & Clear Communication Maintaining Motivation & Continuous Innovation @joekerschbaum
  • 10. New York | March 19–23, 2012 | #sesny Workshop ObjectivesThis master plan should help you… Manage PPC accounts more proficiently Get better results from your SEM efforts Prioritize tasks more efficiently Improve written & verbal communication Make your life easier & happier! @joekerschbaum
  • 11. New York | March 19–23, 2012 | #sesny Workshop AgendaModule 1 4 3 2Keep up with industry trendsInformation expectationsTask managementSetting clearaccessibilityStaying motivatedCampaign automationTactic prioritizationReporting/Communication scheduleStaying structureClear communicationAccountinnovativeRock-solid reliable trackingProject managementMeaningful reportsScheduled maintenanceOptimization strategytoolsSuccessful meetingsTrends goalsSetting & projections @joekerschbaum
  • 12. New York | March 19–23, 2012 | #sesnyWorkshop Rules of Engagement Presentation Discussion Question & Answer Actionable Take-Aways Worksheet @joekerschbaum
  • 13. New York | March 19–23, 2012 | #sesny6 online courses @joekerschbaum
  • 14. New York | March 19–23, 2012 | #sesnyPaid Search Strategies There are 8 modules covering: •Introduction to PPC •PPC Basics •Implementing your Strategy •Adwords Editor •Landing Page Design •Content Networks •PPC Optimization •Post Launch Analysis @joekerschbaum
  • 15. New York | March 19–23, 2012 | #sesny Workshop Agenda8am-8:20: Introduction8:20-8:55: Module 18:55-9am: COFFEE!9am-9:50am: Module 29:50am-10am: COFFEE!10am-10:50am: Module 310:50am:-11am: COFFEE!11am-11:40am: Module 411:40am-12pm: PPC Free-for-All! @joekerschbaum
  • 16. New York | March 19–23, 2012 | #sesnyModule 1Building a PPC FoundationSetting clear expectationsReporting/Communication scheduleRock-solid reliable trackingUtilizing reports in Google Analytics @joekerschbaum
  • 17. New York | March 19–23, 2012 | #sesnyPPC AccountFoundations @joekerschbaum
  • 18. New York | March 19–23, 2012 | #sesny Setting Proper ExpectationsGoal: 250 Leads goals?”“What should our budget be?” are yourSet budgets & goals in “stone”CPA: $100 do weconversations“How much sales/leads do you need?”Cornerstone of all need to spend?” manyEstimated Budget: $25,000“What is our on goals“Per month, what should weFanatical focuscurrent/target/acceptable CPA?”allocate for PPC?” @joekerschbaum
  • 19. New York | March 19–23, 2012 | #sesny Setting Proper ExpectationsCampaign LaunchSustained GrowthAccount RestructureContinued TestingSeasonal FluctuationsAlgorithmic Shifts @joekerschbaum
  • 20. New York | March 19–23, 2012 | #sesny Communication ScheduleObjective: ReportingProvide enough dataFrequency of Reportingfeel informed. • Regular for your Report Establish Weekly boss/client toAvoid overloading your boss/clientMeetings much data. MeetingsFrequency of with too Establish • Weekly Meeting for the First 6 WeeksSpend as little time as possible on regular reports • Determine Frequency Going Forward(time is better spent working on the account!). @joekerschbaum
  • 21. New York | March 19–23, 2012 | #sesnyRock Solid Tracking @joekerschbaum
  • 22. New York | March 19–23, 2012 | #sesnyadCenterAuto-tagging forURL Tagging forGoogle AdWordsGoogle Analytics @joekerschbaum
  • 23. New York | March 19–23, 2012 | #sesnyRock Solid Tracking @joekerschbaum
  • 24. New York | March 19–23, 2012 | #sesnyRock Solid Tracking @joekerschbaum
  • 25. New York | March 19–23, 2012 | #sesny @joekerschbaum
  • 26. New York | March 19–23, 2012 | #sesnyRock Solid Tracking @joekerschbaum
  • 27. New York | March 19–23, 2012 | #sesny Summary – Action Plan Set Proper Expectations Get buy-in on goals and budgets Focus on goals always Create a regular reporting schedule Create a regular meeting schedule Establish rock-solid tracking Implement conversion goals in Google Analytics Review cross-channel reports in Google Analytics @joekerschbaum
  • 28. New York | March 19–23, 2012 | #sesnyCoffee Break @joekerschbaum
  • 29. New York | March 19–23, 2012 | #sesnyModule 2Task Management &PrioritizationAccount structureCampaign naming conventionsScheduled maintenanceTrend analysisProjection analysisTactic prioritizationAdWords filters, reports & alerts @joekerschbaum
  • 30. New York | March 19–23, 2012 | #sesnyAccount StructureSegment byAdditional SegmentationDisplay – Channel• SearchEasier reporting• DisplaySegment by Ad TypeFaster optimization• Text, by DeviceSegment Image, VideoEfficient sorting• Laptop/Desktop• Smart TransferrableReadily phoneSegment by Targeting Method• Tablet PC Placement, Remarketing,• Keyword, Topic, InterestSegment by User Intention• Research• PurchaseSegment by GeographySegment by Product @joekerschbaum
  • 31. New York | March 19–23, 2012 | #sesnyAccount Structure – Naming Conventions Channel – Product/Service – Bidding Strategy Examples Search – Agricultural Equipment – CPA Search – Web Meeting Software – CPC Easier reporting Display – Sony Camcorders – CPA Faster optimization Channel – Campaign Theme – Geographic Efficient sorting Examples Readily Transferrable Search – Anxiety Disorders – US Display – Women/Publications/Blogs – Europe Channel – Device – Product Examples Search – iPad – Agricultural Equipment Search – Computers – Agricultural Equipment Search – Mobile – Hair Loss Supplements @joekerschbaum
  • 32. New York | March 19–23, 2012 | #sesny Regular Maintenance Weekly Tasks Review bids & ad rankings Review placement performanceWeekly Tasks Review search query performanceBi-Weekly Tasks Bi-Weekly TasksMonthly Tasks Review ad split tests Review landing page tests Monthly Tasks Review geographic performance Review campaign settings Review campaign structure Review new ideas for expansion @joekerschbaum
  • 33. New York | March 19–23, 2012 | #sesny Projected Trend AnalysisNormalized StatsProjected Stats(Previous 7 Days / 7)*Days Left in the Month))+Month to Date 7)*Total Days in the Month @joekerschbaum
  • 34. New York | March 19–23, 2012 | #sesny Analysis Prioritization Conversions Conversions Clicks Clicks 120 105 4500 4500 110 4000 95 100 4000 90 85Trending 3500 3500 80 70 75 3000 3000 60 ClicksAnalysis 50 65 2500 Conversions Clicks Conversions 2500 40 55 30 2000 2000 20 45 @joekerschbaum
  • 35. New York | March 19–23, 2012 | #sesny Tactic Prioritization Campaign NetworkTop-Down Analysis Ad group Ad text Keyword Site @joekerschbaum
  • 36. New York | March 19–23, 2012 | #sesny Tactic Prioritization High Extreme CPAHighs & Lows Low CPA @joekerschbaum
  • 37. New York | March 19–23, 2012 | #sesnyTactic Prioritization @joekerschbaum
  • 38. New York | March 19–23, 2012 | #sesnyTactic Prioritization @joekerschbaum
  • 39. New York | March 19–23, 2012 | #sesnyTactic Prioritization @joekerschbaum
  • 40. New York | March 19–23, 2012 | #sesnyInformation Accessibility AdWords Filters @joekerschbaum
  • 41. New York | March 19–23, 2012 | #sesnyInformation Accessibility AdWords Filters @joekerschbaum
  • 42. New York | March 19–23, 2012 | #sesnyInformation Accessibility Automated Reports @joekerschbaum
  • 43. New York | March 19–23, 2012 | #sesnyInformation Accessibility Custom Alerts @joekerschbaum
  • 44. New York | March 19–23, 2012 | #sesny Summary – Action Plan Optimize your account structure for faster, easier management Implement standard campaign naming conventions Establish regular campaign maintenance tasks Review trend analysis reports using stat averages Create projection formulas to gauge performance Run top-down analysis within campaigns Utilize automated reports, filters & custom alerts @joekerschbaum
  • 45. New York | March 19–23, 2012 | #sesnyCoffee Break @joekerschbaum
  • 46. New York | March 19–23, 2012 | #sesnyModule 3Reporting & CommunicationTask managementCampaign automationAutomation lifecycleClear communicationMeaningful reportsSuccessful meetings @joekerschbaum
  • 47. New York | March 19–23, 2012 | #sesnyMaster Task List Management New Day =One Location New ListEver-Present @joekerschbaum
  • 48. New York | March 19–23, 2012 | #sesny Master Task List Management Mission Critical Last Focused Client Thing Top 6 Be Specific Results Focused Or First ThingMore-or-Break 3 Effects Other PeopleHard Deadline / Promised @joekerschbaum
  • 49. New York | March 19–23, 2012 | #sesny Master Task List Management Delegation – Important/UrgentGet the Ugly One Done Vs. Can Days =Else Do 3 most important) Anyone Bad Important/Non-Urgent (or Vs. this? Not Important/Non-Urgent @joekerschbaum
  • 50. New York | March 19–23, 2012 | #sesny Master Task List Management Work in Chunks Rinse & RepeatWork @ Your Best Times @joekerschbaum
  • 51. New York | March 19–23, 2012 | #sesny Optimization AutomationTips for CPA BiddingStabilized campaignsHigh volume capaigns BidNot an optimization technique OptimizationVolume limitationNo ad scheduling bid modifications @joekerschbaum
  • 52. New York | March 19–23, 2012 | #sesnyOptimization Automation Automated Rules @joekerschbaum
  • 53. New York | March 19–23, 2012 | #sesnyAutomation Lifecycle Campaign LaunchOngoing Optimization @joekerschbaum
  • 54. New York | March 19–23, 2012 | #sesny Automation Lifecycle CPC/QualityAvg Postion CTR/CPA Score @joekerschbaum
  • 55. New York | March 19–23, 2012 | #sesny Clear Communication Assume They Know Nothing about PPC Establish Definitions of PPC JargonThey Don’t Know the Account Like You Do Focus on Mission Critical Stats Give Stats CONTEXT Provide Next Steps for Campaign Answer Questions“I don’t know” is an Acceptable Answer… Followed up with, “I’ll find out.” @joekerschbaum
  • 56. New York | March 19–23, 2012 | #sesny Clear Communication – Stat Focus Impressions Exact match impression share Profit margin Clicks Impression share lost (budget) Average order value Click-through rate Impression share lost (rankings) Lifetime value Cost-per-click Relative click-through rate Bounce rate Cost-per-thousand-impressions Phone impressions Pages-per-visit Average position Phone calls Time on site Conv. (1-per-click) Phone-through rate % of new visits Conv. (Many-per-click) Phone cost % of return visits Cost-per-conversion (1-per-click) Call duration Revenue per clickCost-per-conversions (Many-per-click) Call time Revenue per impression View-through conversions Average cost-per-call Value per visit Conversion rate (1-per-click) Revenue Quality score Conversion rate (Many-per-click) Return on investment Keyword quality score Impression share Profit margin Landing page quality score Average order value Landing page user experience @joekerschbaum
  • 57. New York | March 19–23, 2012 | #sesnyClear Communication – Writing Summaries Focus on 3 most important stats Provide context of important stats List of tactics implemented in previous month & upcoming tasks @joekerschbaum
  • 58. New York | March 19–23, 2012 | #sesny Tactics for Crazy Productive Meetings1. Invite the Right People2. Start on Time, End on Time3. Determine Your Objectives4. Pull all Statistics in Advance5. Provide Stats & Analysis6. Create an Agenda7. Prioritize Topics8. Communicate Clearly9. Ask for Feedback10.Review Takeaway Tasks11.Keep it Short11.5 Utilize Repetition @joekerschbaum
  • 59. New York | March 19–23, 2012 | #sesny Summary – Action Plan Create your own task prioritization plan Utilize campaign automation to save time Improve communication with supervisors/clients Provide the meaningful reports and summaries Establish your own successful meeting plan @joekerschbaum
  • 60. New York | March 19–23, 2012 | #sesnyCoffee Break @joekerschbaum
  • 61. New York | March 19–23, 2012 | #sesnyModule 4Motivation & InnovationKeep up with industry trendsStaying motivated & innovativeTeam teaching & learningProject management tool review @joekerschbaum
  • 62. New York | March 19–23, 2012 | #sesnyStay Informed – Keeping Up with Trends @joekerschbaum
  • 63. New York | March 19–23, 2012 | #sesnyStay Informed – Keeping Up with Trends @joekerschbaum
  • 64. New York | March 19–23, 2012 | #sesny Stay Motived – Continuous Innovation Reading/Learning from Articles Learning from Team Members Motivation Article SharingSwitch/ReviewGoals Other’sAwards (Audits) Set Each – Give AccountsGroup Presentations (Your own in-house SES!) Active Reading (Tactic focused) Take Field Trips for Inspiration GoDeclare “Office Expert”regional, national) to Conferences (local, of Articles Group Discussion (Go-to People) @joekerschbaum
  • 65. New York | March 19–23, 2012 | #sesnyStay Organized @joekerschbaum
  • 66. New York | March 19–23, 2012 | #sesny @joekerschbaum
  • 67. New York | March 19–23, 2012 | #sesny @joekerschbaum
  • 68. New York | March 19–23, 2012 | #sesnyProject Management Software Features Achieve visibility for all projects/accounts Make You More Efficient Manage task lists Make Your Life Easier Maintain ongoing communication Make Account Optimization Faster Record campaign adjustments Make Communication Clear (& on record) Retain account strategy @joekerschbaum
  • 69. New York | March 19–23, 2012 | #sesny Summary – Action Plan Actively read blogs for continued innovation Build your own SEM library Make learning fun & interactive Learn from your team members Exchange accounts for auditing Establish a project management system that makes life better @joekerschbaum
  • 70. New York | March 19–23, 2012 | #sesnyWorkshop Objectives Create a Master Plan for… Solid PPC Management Foundation Effective Task Management & Prioritization Concise Reporting & Clear Communication Maintaining Motivation & Continuous Innovation @joekerschbaum
  • 71. New York | March 19–23, 2012 | #sesny PPCFree-for-All! @joekerschbaum
  • 72. New York | March 19–23, 2012 | #sesnyPaid Search Strategies There are 8 modules covering: •Introduction to PPC •PPC Basics •Implementing your Strategy •Adwords Editor •Landing Page Design •Content Networks •PPC Optimization •Post Launch Analysis @joekerschbaum
  • 73. New York | March 19–23, 2012 | #sesnyTHANK YOU! @joekerschbaum