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Finding Spend Bleed

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Finding Spend Bleed by Sean Dolan

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Finding Spend Bleed

  1. 1. Finding Spend Bleed @_SEANDOLAN | #StateofSearch by: Sean Dolan | State of Search, 2016
  2. 2. Spend Bleed We regularly find up to 60% of spend being wasted in new accounts. @_SEANDOLAN | #StateofSearch
  3. 3. Where We Find It Dayparting Location-targeting Site speed issues Search term report @_SEANDOLAN | #StateofSearch
  4. 4. Dayparting @_SEANDOLAN | #StateofSearch
  5. 5. Dayparting Evaluating time of day performance 52-week lookback window: Optmyzr.com @_SEANDOLAN | #StateofSearch
  6. 6. Day Parting Evaluating time of day performance Optmyzr.com @_SEANDOLAN | #StateofSearch
  7. 7. Day Parting Evaluating time of day performance Invert trend for bid modification. Optmyzr.com @_SEANDOLAN | #StateofSearch
  8. 8. Location Targeting @_SEANDOLAN | #StateofSearch
  9. 9. Location Targeting Sort Geography by CPA Eliminate Bad Locations @_SEANDOLAN | #StateofSearch
  10. 10. Location Targeting Geographic Dimensions @_SEANDOLAN | #StateofSearch
  11. 11. Location Targeting Region Conversions Cost/Conversion England 16 $56.12 Hawaii 26 $24.36 North Dakota 148 $12.73 Vermont 77 $12.72 Alaska 29 $11.19 Idaho 363 $9 Minnesota 776 $8.81 South Dakota 251 $8.8 @_SEANDOLAN | #StateofSearch
  12. 12. Site Speed @_SEANDOLAN | #StateofSearch
  13. 13. Site Speed Every second of load time, another 6% will bounce. At 4 seconds, almost 25% have already bounced. $10,000 revenue-per-day ecommerce site loses 220k each year for EVERY SECOND of load time. Estimated 113 Billion U.S. local search queries in 2016, versus 86 Billion on desktop. @_SEANDOLAN | #StateofSearch
  14. 14. Site Speed Site speed tools: Google Page Speed Insights, Gtmetrix, Pingdom, Web Page Test. Perception of speed is more important than objective speed. @_SEANDOLAN | #StateofSearch
  15. 15. The Illusion Of Time
  16. 16. Site Speed Locksmith takes longer, gets better tip. Blogger.com creates fake progress bar. Coinstar fakes delay in coin counting. Airlines increase distance to baggage. @_SEANDOLAN | #StateofSearch
  17. 17. Site Speed . Webpagetest.org @_SEANDOLAN | #StateofSearch
  18. 18. Search Term Report @_SEANDOLAN | #StateofSearch
  19. 19. Search Term Report Consider the obvious. Filter search query report to mine for negative keywords. Automate the mining process with our free script. @_SEANDOLAN | #StateofSearch
  20. 20. Search Term Report Consider the obvious @_SEANDOLAN | #StateofSearch
  21. 21. Search Term Report Search Term Filters @_SEANDOLAN | #StateofSearch
  22. 22. Search Term Report Search Term Filters @_SEANDOLAN | #StateofSearch
  23. 23. Search Term Report Search Term Filters Clicks >= 50 Cost/conv > 250 Sort by cost/conv @_SEANDOLAN | #StateofSearch
  24. 24. Search Term Report Search Term Filters Clicks >= 10 Conversions < 1 Sort by cost @_SEANDOLAN | #StateofSearch
  25. 25. Search Term Report Negative Opportunity Tool @_SEANDOLAN | #StateofSearch Download for free at PushFire.com/sos16
  26. 26. What Is An N-Gram? In the fields of computational linguistics and probability, an n-gram is a contiguous sequence of n items from a given sequence of text or speech. The items can be phonemes, syllables, letters, words or base pairs according to the application. The n- grams typically are collected from a text or speech corpus.
  27. 27. Search Term Report Negative Opportunity Tool What does it do? Keyword Clicks Convs blue 20 3 shoe 3 0 pictures 3 0 buy 4 2 shoes 16 3 free 7 0 Keyword Clicks Convs Blue shoe pictures 3 0 Buy blue shoes 4 2 Free blue shoes 7 0 Blue shoes 5 1 @_SEANDOLAN | #StateofSearch
  28. 28. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) – Home Investor @_SEANDOLAN | #StateofSearch
  29. 29. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) - 3D Design @_SEANDOLAN | #StateofSearch
  30. 30. Search Term Report Negative Opportunity Tool Sorted by Cost (2nd Tab) – 3D Design @_SEANDOLAN | #StateofSearch
  31. 31. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) – Home Services @_SEANDOLAN | #StateofSearch
  32. 32. Search Term Report Negative Opportunity Tool Sorted By Cost (2nd Tab) – Home Services @_SEANDOLAN | #StateofSearch
  33. 33. Search Term Report Negative Opportunity Tool Raw Data Search (3rd Tab)– Home Services @_SEANDOLAN | #StateofSearch
  34. 34. Can Display > Search?
  35. 35. Promoting Events With Contest
  36. 36. Promoting Events
  37. 37. Pick A Winner
  38. 38. Pick A Winner .58 CPC.53 CPC .77 CPC 1.18 CPC
  39. 39. How To Find Me Sean Dolan President PushFire, Inc. Linkedin: linkedin.com/in/seanmdolan Twitter: _seandolan Free PPC Script: Pushfire.com/sos16 @_SEANDOLAN | #StateofSearch
  40. 40. Sources • Mobile worthiness, 101 billion U.S. searches: http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will- Surpass-Desktop-Local-Search-in-2015.asp • How load time affects you: https://blog.kissmetrics.com/loading-time/ • Coinstar & Blogger perception of timing: http://www.90percentofeverything.com/2010/12/16/adding-delays-to-increase-perceived-value-does-it- work/ • http://blog.teamtreehouse.com/perceived-performance • The Truth About Download Time: https://articles.uie.com/download_time/

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