OPTIMIZE LIKE A NINJA

13/03/19 www.adplify.com | @adplify| #AdplifyAcademy@ contatti relatore
ACADEMY LIVE – 3 APRILE 2019
Ottimizza come un Ninja ed
Automatizza come un Bot
Gianluca Binelli
Managing Director – Booster Box
gianluca@boosterboxdigital.com
@ktzstyle
2

Who am I?
• Booster Box
• Scientific performance marketing
• 6.5y at Google
• Google Online Marketing
• Advisor for Capital G (Alphabet)
@ktzstyle

1/ REFRESH

You know these right?
Impressions
CR
Avg Position
Clicks
AOV
CTR
Search Impr
Share
Cost
Search Lost Impr
(due to Budget)
Cost / Conv
(=CPA)
ROAS
CPC
Conversions
Tot. Conv Value
@ktzstyle

2/OTTIMIZZA
COME UN NINJA

A PPC Ninja lives by 7 rules
@ktzstyle

Rule #1: if it works buy more, if it does not buy less
It is binary.
When we find something that works well, we buy more of it, when we find something that
does not work we buy less of it.
@ktzstyle

Rule #1: if it works buy more, if it does not buy less
Keywords
Total
Impress in
the market
per month
Impressions
when we
appear
CTR
Target CPA
(tCPA)
Actual CPA
Foo Fighters
T-Shirts 10k 5k 2% 10$ 8$
Nirvana T-
Shirts 15k 10k 3% 20$ 25$
@ktzstyle

Rule #2: there is only one goal: profit!
ROAS (Return on Advertising
Spend)
CPA (Cost per Acquisitions)
@ktzstyle

Rule #3: Only 3 metrics matter
CPC (Cost per Click)
CR (Conversion Rate)
AOV (Average Order Value)
@ktzstyle

Rule #3: Only 3 metrics matter
Impress. CTR Clicks CPC CR Conv AOV Costs Revenue Profit
1000 1% 100 1$ 2% 2 50$ 100 100 0
1000 1% 100 1$ 4% 4 50$ 100 200 100
1000 1% 100 0.5$ 2% 2 50$ 50 100 50
1000 1% 100 1$ 2% 2 100$ 100 200 100
@ktzstyle

Rule #4: start easy then complicate it
• Users in the state of ignorance: perhaps first time buyer who
might sense they have a problem.
• Users in the state of learning: someone looking to gather
more information. They are actively searching / learning on
how to fix the problem by searching on Google
• Users in the state of intent: those who are aware they have
a problem and they are actively looking at a solution.
@ktzstyle

• First we prioritize the users in the stage of intent, then we
gradually move up the funnel
• Then we take users in the stage of learning and move them to
the stage of intent
• Finally we take users in the stage of ignorance and move
them to stage of learning
START HERE
@ktzstyle

The idea is to start with the traffic that is potentially in the stage of intent, then move up into the stage of learning
and finally stage of ignorance
#
conversions
intent
learning
ignorance
When users are searching for “Price”
@ktzstyle

Rule #5: pareto all the way
@ktzstyle

Rule #5: pareto all the way
EffortsResults
@ktzstyle

Rule #6: it is a science
@ktzstyle

Rule #7: average lies
Average = 13.5
@ktzstyle

Rule #7: average lies
@ktzstyle

The 7 PPC Ninja rules
1. If something works buy more, if
it does not buy less
2. Think ROAS or CPA
3. CPC, CR and AOV matter more
4. Start easy then complicate it
5. Pareto all the way
6. It’s a science
7. Average lies
@ktzstyle

2/AUTOMATIZZA
COME UN ROBOT

Strumenti di Automatizzazione
API
Editor
Rules
Feed
Scripts
Difficolta’
Impatto
@ktzstyle

2/
OPTIMIZATION
DRIVERS

THERE ARE 5 MAIN DRIVERS OF OPTIMIZATIONS
1. Budget allocation
2. Bid Optimization
3. Ad Testing
4. Keyword
5. Segments (Geos, Devices, Genders)
@ktzstyle

THERE ARE 5 MAIN DRIVERS OF OPTIMIZATIONS
1. Budget allocation
2. Bid Optimization
3. Ad Testing
4. Keyword
5. Segments (Geos, Devices, Genders)

Let’s imagine we are a Tshirt ecommerce
specialized in rock bands

How much money can we spend?
We look at two key things:
• Revenue
• Costs
@ktzstyle

What’s the business goal?
We look at two key things:
• Revenue
• Costs
• Raw materials
• Distribution
• Advertising
@ktzstyle

We can assess these in two ways
Profit - the AMOUNT of money left after costs (revenue - costs)
Return - the RATIO of money with respect to costs (revenue / costs)
@ktzstyle

How to calculate how much you can spend on Ads
What return on ad spend do we need to get from our ad spend?
Total revenue - total costs = profit
Profit / revenue = operating margin
@ktzstyle

We have 5 campaigns active
Campaign Sales Last Month AOV Revenue
Foo Fighters 100 10 1000
Nirvana 100 15 1500
AC/DC 150 10 1500
Metallica 200 15 3000
Sound Garden 50 20 1000
Target ROAS: 1.1
@ktzstyle

With different levels of profitability
Campaign Revenue Costs Profit
Nirvana 1500 500 1000
AC/DC 1500 1000 500
Metallica 3000 1000 2000
Tot 4.000
@ktzstyle

With different levels of profitability
Campaign Revenue Costs ROAS
Nirvana 1500 500 3
AC/DC 1500 1000 1.5
Tot 4.000
@ktzstyle

If we have unlimited budget to invest
Foo Fighters 1000 500 + n 2
Nirvana 1500 500 + n 3
AC/DC 1500 1000 + n 1.5
Metallica 3000 1000 + n 3
Tot 4.000
+n
@ktzstyle

Until we hit the ceiling
Actual Cost
Budget Available
We have more budget
than we can spend
@ktzstyle

If we have limited budget to invest
Nirvana 1500 2000 3
AC/DC 1500 0 1.5
Tot 4.000
@ktzstyle

1 Euro for 1000 KGs of potatoes

1000 Euro for 1 potato

● Valore di un click > Costo del click ->
aumenta
● Valore di un click < Costo del click ->
diminusci
La logica del bidding e’ semplice
#SMConnect - @ktzstyle
● Estimated click value > Click cost -> bid
more
● estimated click value < click cost -> Bid
less

Derive Value per Click from
CPA• CPA = Cost / Conversions
• where Costs = Clicks * CPC
• and Conversions = Clicks * CR
• We can simplify CPA = (Clicks / CPC) / (CR * Clicks)
• Therefore CPA = CPC / CR
• If we solve for CPC we have CPC (Value per Click) = CPA *

What do we need to calculate the
Value per Click?
#1 Ingredient: understand the value of what we sell
a) In a CPA Model = Target CPA
b) In a ROAS Model = Margin * AOV
#2 Ingredient: establish the likelihood that a click will sell a
product
Conversion Rates

What do we need to calculate the
Value per Click?
#1 Ingredient: understand the value of what we sell
a) In a CPA Model = Target CPA
b) In a ROAS Model = Margin * AOV
#2 Ingredient: establish the likelihood that a click will sell a
product
Conversion Rates
@ktzstyle

How do we define conversion rate?
Define the correct conversions windows
@ktzstyle

13/03/19 www.adplify.com | @adplify| #AdplifyAcademy@ contatti relatore@ktzstyle

Define a minimum threshold
• We need at least X Clicks in the last Y days to estimate the
Conversion Rate of a keyword:
• For keywords that do meet the threshold we have enough
data to estimate the value per click
• For keywords that do not meet the threshold we need to
estimate
@ktzstyle

How to measure conversion rates
Guess where you have limited data
@ktzstyle

How to measure conversion rates
• Guess when you only have limiteddata
• Extend Time Range
• Cluster
• Semantic
• Campaign type (Brand, Non Brand)
• High Intent
• Word Count
• ...
@ktzstyle

What about segments?
• Remarketing list
• Demo
• Time Device
• Location
@ktzstyle

What about segments?
• Remarketing list
• Demo
• Time Device
• Location
Use bid adjustments
@ktzstyle

Example
@ktzstyle

Example
CR Mobile 2.55% / CR Desktop 5.33% =
47%
mobile
desktop
tablet
@ktzstyle

Implementation
@ktzstyle

3 steps
• Data Collection
• Compute Bids
• Upload Bids
@ktzstyle

Data Collection
1) Connect a Sheet with Google Ads
a) You can use a software like Supermetrics, Funnel.io...
b) You can use Google Ads Add-On
c) You can use this script from Frederick Vallaeys to
populate the sheet
@ktzstyle

Data Collection
2) Import the following columns (if you are using Supermetrics)
Ecommerce
["Clicks","Conversionsmanyperclick","ROAS","Totalconversionvalue","CPC"]
last7days, last30days, last60days, last90days
Lead Gen
["Clicks","Conversionsmanyperclick","CPC"]
last7days, last30days, last60days, last90days
@ktzstyle

Compute Bids
In a separate tab decide how much you want to bid
@ktzstyle

Upload
your
final
BidHere is a script from
Russel Savage
@ktzstyle

Final Checklist
1) Define Target CPA and Target Roas
2) Define min threshold
3) Collect data
4) Compute Bids:
a) For keywords above threshold measure Value per Click
b) For keywords below threshold aggregate then measure
Value per Click
5) Upload your Bids
@ktzstyle

● 3 Advanced Tips For Bid Adjustments In Google Enhanced
Campaigns (Search Engine Land) here
● The Definitive Framework for Bidding in AdWords - Hero Conf
London 2016 (Wijnand Meijer) here
● Hero conference 2016 - advanced bidding (Chris Haleua) here
● The complete AdWords Audit Part 13: Bid Management (Brad
Geddes) here
Want to know more?
@ktzstyle

If you want to know more check this out

BOOSTERINA crema 2% w /
n
Trattamento sintomatico dell’
infiammazione da basso ROI
25 ml
If you want to know more check this out

Keywords optimization
If you are running with keywords in Broad Match, Broad Match Modifier
or Phrase Match than you are fetching traffic that contains portions or
synonyms of your keywords
Example:
You want to target: SEA Agency
People can see your ad when searching for: SEA Protection Agency

1) Filter out keywords that are
irrelevant
2) Filter out keywords that are poorly
performing

What if we could see what our users are searching?

STR is the answer!

The BFF of a PPC Ninja is the Search Term Report

Budget burners & Money printers
You can create a set of rules to automatically identify:
• Budget Burners
• More than 1000 clicks
• No Conversions
• Money Printers
• More than 10 Conversions
• Below target CPA
@ktzstyle

1. Connettere Sheet a AdWords
(script)
2. Selezionare
Search_Query_Performance_Report
3. Scegliere le variabili (eg Nome
Campagna) da filtrare
STR Automatico
@ktzstyle

1. Connettere Sheet a Google
(script)
2. Selezionare
Search_Query_Performance_Report
3. Scegliere le variabili (eg Nome
Campagna) da filtrare
4. Selezionare le dimensioni da
analizzare
STR Automatico
@ktzstyle

5. Formula query per filtrare le query che bruciano budget senza convertire
=query(report!A:I,"select A,B,C,D,E,F,G,H,I where C contains 'EXA_' and H < 1 ORDER BY G DESC
LIMIT 50")
Dove:
● report!A:I e’ il foglio di partenza
● select A,B,C,D,E,F,G,H,I sono le colonne che vogliamo estrarre in cui C
contiene “EXA”
● H rappresenta le conversioni che vogliamo minori di 1 e G rappresenta il Costo
6. Reimportiamo il file in Editor
STR Automatico
@ktzstyle

ACADEMY LIVE – 3 APRILE 2019
Gianluca Binelli
Managing Director – Booster Box
gianluca@boosterboxdigital.com
Grazie!
@ktzstyle
2

OPTIMIZE LIKE A NINJA

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