Using AdWords as a high-growth startup - how to determine your keywords, max CPC and ROI. Having calculated the right metrics, how do you scale your program with automated rules and remarketing?

1. SEARCH ENGINES
Investing in SERP real estate without busting your budget
SCALE

2. Emma Jones

3. Contents
• PPC Primer
• Is AdWords for you?
• Keyword Research
• Calculating your CPC and ROI
• Scaling Up

4. PPC CHANNELS

6. Why AdWords?

7. Is Adwords
For You?
Customer
Demand
Budget
Competitors
Dedicated
landing pages
Ability to track
and measure

8. GETTING STARTED
Account Management
Keyword Research
CPC and ROI

9. Account Management
KeywordsAdsAd GroupCampaignsAccount
quandl.com
Supply
(Non-Branded)
SellYour Data
Monetize Data
Ad variation 1
Ad variation 2
+data
+monetization
+monetize my
+data
Ad variation 3
Demand
(Branded)
Quandl EOD
Data

10. Keyword Research
Get specific about
your product
1
List as many
keywords as you
can
2
Ask Google
3
Narrow it down
• Relevance
• Competition
• Cost
4

11. Cost-Per-Click
For eCommerce:
Max CPC = (revenue per customer) x (1 – profit margin) x (website conversion rate)
For services:
Max CPC = (LTV) x (1 – profit margin) x (website conversion rate)

12. Cost-Per-Click
Max CPC = $500 x (1 – 0.30) x 1% = $3.50

13. BEST
+ADWORDS
+ROI
+TEMPLATE
EVER
http://bit.ly/2Db5Mq2

14. SCALING UP

15. Automate the Boring
Stuff
• Change daily budget when...
• Pause campaigns when...
• Enable campaigns when...
• Send email when...
• Create rule for ad groups
• Create rule for keywords
• Create rule for ads

16. The MVPs
1. Drop the dead weight
– Pause keywords when cost exceeds X and conversions = 0
2. CPC booster
– Increase bid by 10% when conversions > X, quality score > 5 and average position worse than 3
3. Email alert
– Send email for keywords that exceed your max CPC.

18. QUESTIONS?