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PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012

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This presentation will walk you through the top areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.

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PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012

  1. 1. PPC Rescue Session #OMSummit-PPC-Rescue John ThyfaultVice President, Search & Social Media Marketing Beasley Direct Marketing, Inc. Twitter: @JohnThyfault Silicon Valley Convention Center | Room F 1
  2. 2. Session Agenda• When does your PPC account need rescuing?• Steps to success – Are you testing – Check your tracking and site – Real return on investment analysis – Selecting the right targets – Work your quality score – Keyword level success – The myth of #1 – Work the match types – Using all the targeting options – Extending your reach 2
  3. 3. About Beasley Direct MarketingBeasley Direct Marketing, Inc. provides copywriting,design, programming, and consulting services for thefollowing direct marketing channels:• Search  (PPC  and  SEO) • Catalog/eCommerce• Email  Crea3ve,  Design,  Deliverability   • Brochure,  White  Paper,  and  Guide  copy   Audits,  and  Broadcast and  design• Direct  mail  (with  and  without  PURLs) • List  Building  and  CRM  Database  • Landing  Page  Design  (with  and  without   Management PURLs) • Telemarke3ng• Mobile • Transla3on  for  all  of  the  above• Video • Execu3ve  Dashboard  Tracking,  Repor3ng,  • Social   and  Lead  Assignment  • Website  Design   3
  4. 4. Help!, Somebody Help Me!• Does your PPC account need a rescue? – Your costs have gone up – Your sales have gone down – You have no idea why 4
  5. 5. It’s Not As Bad As You Think! 5
  6. 6. 6
  7. 7. “First Things First, But Necessarily In ThatOrder” Doctor Who 7
  8. 8. First Things First• Do you have conversion tracking set up?• Has anything changed in your conversion tracking system? – Technology on site (Ajax, Flash, Frames) – Business rules and assumptions for tracking suite• Are you tracking more than one conversion type?• Have you looked at non-conversion metrics? – Time on site/page – Bounce rate – Exit rate 8
  9. 9. First Things First• How are you measuring success and has anything changed? – Cost per sale/lead – Return on ad spend• Are you looking at gross or net returns – Profit margin targets – Cost of goods sold• Have you changed anything on site that could affect your conversion rates? 9
  10. 10. Always Be Testing• Set aside budget and time for an organized testing program• Statistics are your friend – Learn about them or use a pre packaged program• Test EVERYTHING – Keywords • Match types • Bids • Positions – Ads – Landing Pages – Conversion funnels 10
  11. 11. Selecting The Right Target• Are you trying to sell snow to Eskimos?• Know your customer and segment them into buying cycle stages, demo and psychographic categories – Split your campaigns and ad groups to reflect • Different messages for different people • Tightly focused ad groups with limited keywords and ads• Have you been paying attention to mobile/tablet results? – 40%+ of users are using multiple screens on a weekly basis according to the Pew’s Internet & American Life Project 11
  12. 12. Quality Score - Live It, Love It!• What is your account’s average quality score? Your campaign’s, your ad group’s?• Of your top targeted keywords, what is the average quality score – Anything below 5 should be sending up red flags• Small changes in quality score can impact your CPC greatly• Quality score is impacted most by CTR – Have you added any new ads or changed the landing page for your ad groups – Do you have historically low performing ad groups? • Do they generate an acceptable ROAS at the end of the day? 12
  13. 13. Keywords• Are you measuring individual keyword performance as well as aggregate?• Do you know your top performing keywords?• Have you run a keyword details report in AdWords? – Understanding the actual queries instead of the KWs being bid upon• Do you use negative keywords? If you aren’t, START NOW! 13
  14. 14. Targeting The Top Position• Do you excessively go for the #1 position on the page?• How’s that working for you?• Is your ego getting in the way of your pocketbook? – Cost – Conversions at the top vs. the lower slots 14
  15. 15. Match Types• Broad match, modified broad match, phrase match, exact match – motorcycle boots vs motorcycle shoes vs cycle shoes vs bike shoes – Men’s boots vs women’s boots• Strict or expanded phrase and exact match – Google, started in May 2012, changed phrase and exact keywords will begin to trigger ads on close variants: • Misspellings, singular/plural forms, stemmings, accents, abbreviations 15
  16. 16. Match Types• Expanded reach Examples – Misspelling • Waterproof sunblock = waterpoof sunblock – Plural variations • Buy bollard covers = buy bollard cover – Stemming Variations • Single serve coffee maker = single serving coffee maker 16
  17. 17. Targeting Options• There are more targeting options than just geographic• Understand your customer’s buying behaviors – Do they research and buy during business hours, if so, which ones – Geo-targeting – Target by platform • Mobile, laptops, desktops, lightweight browsers – Content/Google Display Network Targeting – Remarketing - Google has made this much easier now with one code for all lists 17
  18. 18. Day Part & Week Part Targeting 18
  19. 19. Day Part & Week Part Targeting 19
  20. 20. Look At Your Dimension Repots 20
  21. 21. Segment Your Data 21
  22. 22. Segment Your DataUnderstand Where You’re Successful 22
  23. 23. Geo-Targeting• Identify your audience and where they search• Target the right sized area – Sunrise, AZ vs. Phoenix Metro• Use keywords to geo target – Phoenix motorcycle shops – Phoenix Cycle Gear – Tempe motorcycle gear 23
  24. 24. Use AdWords Extensions• Location Extension• Product Extension• Product Listing Ads• Phone Extension• Sitelinks Extension• Social Extension – Google 1+’s• Seller Ratings 24
  25. 25. Are You Playing In The Display/Remarketing Sandbox?• Different success metrics for different marketing channels• The display network and remarketing can be a great source of traffic and revenue but they are not same as the search networks – Interruption marketing vs engaged marketing – Different messaging for different approach• Google defaults to launching new campaigns on both the search and display networks. THIS IS NOT GOOD• Did you allow Google to pick your sites? – Do you have any exclusions set up? – Have you looked at your placement report? 25
  26. 26. Remarketing Best Practices• Don’t stalk your poor customer• Limit impressions and time frame• Think through the implications of an ad following your customer around the internet• Action based remarketing – Abandoned carts – “You may also like” targeting 26
  27. 27. Final Notes• Every click on every ad and keyword can give you actionable information on your desired audiences.• Mine the data that you are getting to understand your users.• Look for new uses and audiences for your product 27
  28. 28. Bonus Stuff• Joe Kerschbaum, of Clix Marketing, has a great little spreadsheet to run a quick PPC audit – http://bit.ly/10minuteaudit 28
  29. 29. Final Notes• Gather data, analyze, plan, action - REPEAT!• There is a wealth of information that will allow you to slice your data to get the best results at the right cost. Use it but have a set approach to prevent data overload• Google and Bing are constantly changing and trying to improve their systems. You must stay on top of them. Your competitors are. 29
  30. 30. Optimize Your Landing Pages With ThisGuide• Optimize your landing pages with this 10-page, hands-on guide offering tips on: – Design – Personalization – Offers – Usability h"p://www.BeasleyDirect.com/LandingPagesGuide.html 30
  31. 31. Learn How to Optimize Your Emails Learn how to optimize your emails for delivery through spam filters and for consistency across email browsers in this handy guide. Learn how to: – Get your email around spam filters – Make your email look consistent across browsers – Optimize your design for blocked images and preview pane h"p://www.BeasleyDirect.com/Email_marke?ng/EmailAuditGuide.html 31
  32. 32. New Guide onMultichannel MarketingHot off the press, this new guideoffers tips on how to save moneyand optimize effectiveness h"p://www.beasleydirect.com/mul?channel_marke?ng/mul?channelmarke?ngguide.html 32
  33. 33. Thank You!!John Thyfaulthttp://www.beasleydirect.com/search_marketing.htmljthyfault@beasleydirect.com650-323-1881@JohnThyfault 33

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