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10. Quick fix for a lame adgroup
• A little elbow grease can make all the difference.
• The original group had broad, poor keyword choices – paused or
bid down
• Don’t dump tons of keywords in, but do add judiciously
• Appropriate level of granularity
• Use the keyword tools; pick and choose clearly-phrased queries
• And does it reflect what’s for sale on the landing page?
19. Whole province vs. major cities – conversion
rates May 1 – Oct. 12, 2015
[Canada average: 3.00%]
Province Metro 1 Metro 2 Metro 3 Metro 4
Ontario 3.09% Toronto 3.32% Ottawa 3.35%
Quebec 2.60% Mtl. 2.98% Quebec 2.18% Laval 2.18%
BC 2.77% Vcr. 2.90% West Van 2.62% North Van 3.95% Whistler 9.33%
NB 2.95% Fred’tn 3.89% Moncton 1.93% Saint John 3.80%
Manitoba 2.73% Wpg. 2.65%
20. Geo-facts: Canada
“Spending power of the creative class”?
Source: Statistics Canada, 2013
• Looked at Median Total Income, by family type, by census metropolitan
area – couple families
• Canada median family income, couple families: $84,080
• In order of highest income: Ottawa-Gatineau, Calgary, Edmonton,
Regina, St. John’s, Saskatoon
• Surprises include Greater Sudbury, Oshawa
• In last place on list: Abbotsford-Mission, BC
• Vancouver, Toronto likely quite polarized
• Government & oil/commodities are major themes here for regional
economic prosperity – the latter now in flux!
• Income doesn’t always correlate with e-commerce results, but quite
often does
• Age, gender, family status, jobs, education, tastes, language matter too
• Most major metros on the list are above the average income
– Prosperity is in metro areas, not small town/rural
21. 4. Kill bad ads
(if they are indeed bad)
(and understand why they’re bad)
22. You win vs. the house wins:
the ‘curved space’ issue
• Seek the rare genetic freak “double win”