PPC for Cheapskates


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PPC Webinar given by Elizabeth Marsten of Portent, Inc. on April 26, 2012

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  • Don’t get too carried away with this setting. Mobile is growing but if you have a less friendly site, disable it and the bad user experience. If your site is something mobile conversion friendly (say, reserving a table at a restaurant) then set up separate mobile campaigns from desktop/tablets. Tablets, unless you have a specific app or program that is meant for tablets can be treated as a desktop.
  • Inactive accounts do not count towards the total of 6
  • When you add more than one ad into AdWords the default setting is to “optimize” and show the ad that will get the most clicks- not conversions. If doing an A/B test, you want to “rotate.”
  • AdCenter rotates by default then determines which ad is the better for clicks and will automatically set to show that ad more often until you add or edit and ad for a reset. The functionality to set to “rotate” is set to be released in Q3.
  • Campaign level setting.
  • Campaign level setting.
  • AdWords is campaign level only and the time zone you chose at account set up is what is being used to determine which “9am” to use.
  • Adcenter uses the IP location of the user to determine time zone.
  • AdWords is campaign level only. adCenter is both ad group and campaign- if you enable different schedules at both levels, ad group level will trump campaign. You can also only increase in increments of 10% and not decrease.
  • Go one step further in your quest to save money- target by gender or age. Often I find that what I end up doing is excluding demographics rather than increasing bids. MSN uses their info from MSN customers to determine age and gender.
  • Enhanced CPC will adjust your Max. CPC bid up or down for each auction in an effort to improve your return on investment.
  • Don’t freak out immediately if you see this! If this is by a keyword that is highly important to you, then you’ve got some work ahead of you. If it’s not, it’s not the end of the world. In some cases, it’s a good way to save money. Say it’s a keyword that you’d like to be relevant for, but don’t have the time or resources to really go after it. Instead, you could be showing a later times when an advertiser’s budget runs out, a searcher performs several queries around the same keyword or if Google determines for this particular seacher- you’re more relevant. Just don’t throw money at it blindly to get that warning to go away.
  • This requires that the word “men” appear in the query, so it will show for searches like “lucky jeans for men” or “mens skinny jeans”. Broad would allow the ad to show for queries like “skinny jeans women” “cheap skinny jeans” or “skinny jeans on sale.”
  • Don’t mix longtail terms with your high converting or exact match terms. They are great as broad or modified broad.
  • Dependable helpers that keep out the browsers, bargain hunters or job seekers- depending on who you’re trying to filter out. Consider your buying cycle and how it relates to your keyword list when compiling campaign level negative keyword lists.
  • Create a “master” keyword list- in AdWords you can create lists of negative keywords and rather than applying each list keyword by keyword to each campaign, just select the list in whole. Have a negative keyword list for materials, research cycle, do it yourself-ers, bargain hunters and so on.
  • Some tips on running ads on the Display and Content networks of AdWords and adCenter
  • Quality score for the search and display network are configured and awarded separately.
  • Write things down on paper first. Or Vizio or something. Wireframe it out for campaigns and ad groups at least. Sample keywords. Write ads last. Excessive is ad groups for single broad matched keywords, or 20 ad groups in a campaign. Consider how you’re going to be maintaining and looking in on this account when expanding.
  • PPC for Cheapskates

    1. 1. PPC for Cheapskates Elizabeth Marsten,Director of Search Marketing @portent
    2. 2. Most Accidents Occur In The Home
    3. 3. Account SettingsThis is where most people get into the mosttrouble the fastest
    4. 4. Search Engines
    5. 5. Networks (where your ads show)• AdWords- defaults to Search and Display• adCenter- defaults to Search, Content and Search Partner Networks
    6. 6. AdWords Search & Display
    7. 7. adCenter Search, Search Partner & Content
    8. 8. Geography• AdWords- Defaults to USA & Canada• adCenter- Defaults to All Locations
    9. 9. AdWords- Geography
    10. 10. adCenter- Geography
    11. 11. Devices
    12. 12. Devices• Segment by desktop, mobile• Treat tablets like desktops unless• Segment by carriers, operating systems
    13. 13. Rotate vs. OptimizeShow your different ads in an ad group in evenimpressions or let the search engine decidewhich one is better and show that one moreoften.
    14. 14. AdWords
    15. 15. adCenteradCenter starts with rotate by default and overtime, chooses what your best performing ad isand shows that more often.
    16. 16. Ad Delivery
    17. 17. Standard Ad DeliveryAds are shown evenly throughout the day inaccordance with the daily budget that you’ve setand the maximum CPC you set at the ad grouplevels.
    18. 18. Accelerated Ad DeliveryAds are shown as often as possible throughout theday until the daily budget runs out.
    19. 19. Using Accelerated to Your Advantage• Daily budgets caps are never or almost never hit.• Especially useful if you’ve increased those daily budgets and still never hit them.• Consistent conversion pattern.• Campaign has only very relevant ad groups in it.• Campaign and ad groups are smaller in scale, less than 20 keywords in total.• Trying to increase impressions, conversions, traffic.
    20. 20. Ad Scheduling• Turn your campaigns on and off during different days of the week or hours of the day.• Increase or decrease bids during specific days of the week or hours of the day.
    21. 21. AdWords – Ad Scheduling
    22. 22. adCenter – Ad Scheduling
    23. 23. Incremental Bidding• AdWords: increase OR decrease your max CPC by time of day or day of the week at the campaign level.• adCenter: increase in increments of 10% at the ad group or campaign level.
    24. 24. AdWords
    25. 25. adCenter
    26. 26. adCenter – Demographic Bidding
    27. 27. Bidding
    28. 28. Enhanced CPC/ Conversion Optimizers Save money. Don’t try this…yet UNLESS: • You have conversion tracking enabled. • Have a consistent (steady stream) of conversions coming in every day (At least 20). • Don’t care what your CPC is. • You’re CPA focused. • You know what your target CPA is and it doesn’t move up and down much.
    29. 29. First Page Bid - AdWordsThis means that on average, the maximum CPCbid that you set for the ad group or keywordisn’t high enough to show on the first page ofsearch results
    30. 30. Automated Rules- Free feature on AdWords• Use rules for keywords, ads, ad groups or campaigns to raise or lower bids and budgets when certain conditions are met.• You choose the conditions. There are a LOT to choose from.• Choose how often the rules run.• Preview the changes that the rule will make when it runs.
    31. 31. Automated Rules
    32. 32. Match Types• Save money and time by utilizing more than one match type.• Go broad or modified broad with low traffic, new keywords.• Use phrase when you’re not sure.• Use exact for high traffic keywords you want to test out.
    33. 33. Match Type- Broad vs. Modified BroadModified broad (AdWords only) lets you add an“anchor” with a + sign to a single word in akeywordFor example: skinny jeans for menCould be: skinny jeans for +men
    34. 34. Using Longtail Keywords• “Longtail” keywords are typically 3 or more words.• Further along in the research process.• Very specific.• Higher converting.• Lower traffic.• Lower CPCs.• They require patience.
    35. 35. Negative KeywordsThe best friend to any keyword list
    36. 36. Negative Keywords• Free • How to• Cheap • Make• Wholesale • Create• Discount • Download• Printable • Used• What are • Jobs• What is • Careers
    37. 37. Surviving the Display/Content Networks
    38. 38. Top 5 Tips• Set up separate campaigns, never combine with Search.• Set separate budgets.• Don’t use the display and search results together when making decisions- optimize them separately.• Use negative keywords AND negative placements.• Set and focus on goals other than CTR or conversions.
    39. 39. Account Structure• A well structured account is the best way to save money.• Campaigns need to be well organized.• Ad groups need to be tightly themed and not excessive.• Keyword lists terms need to be closely related and not exceed 25 in an ad group.
    40. 40. A Good Structure Will save you money!
    41. 41. Tell Me Morehttp://www.portent.com/books/ppc-for-your-small-business/
    42. 42. PPC Essentials: Expert PPC Within Your Reach• NEW PPC service from Portent!• Offering PPC services to accounts spending between $500 and $3,000 a month• No contract, month to month• http://portent.co/I4yabN
    43. 43. Next Month’s Free Webinar • Google Analytics: Dial In & Dig In • Thursday, May 31st at 11am PST • Portents resident analytics evangelist, Michael Wiegand, will walk through proper setup of Google Analytics for various scenarios - and then, more importantly, delve into some must-see reports. www.portent.com/landers/webinar/
    44. 44. Thank You!Elizabeth MarstenDirector of Search MarketingPortent, Inc.elizabeth@portent.com