Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 PPC Hacks, Tips and Tricks to Optimize Your Time By Kim Thomas

603 views

Published on

From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

10 PPC Hacks, Tips and Tricks to Optimize Your Time By Kim Thomas

  1. 1. #SMX #24C1 @PPCkimpossible “Efficiency is Intelligent Laziness.” 10 PPC Hacks, Tips, & Tricks to Optimize Your Time Kim Thomas Director of Digital Advertising, Wheelhouse Search
  2. 2. #SMX #24C1 @PPCkimpossible •  Data-­‐Driven  Tasks  Core  of   Paid  Search  Management   •  Repetitive  Tedium  in  Day-­‐ to-­‐Day     •  Use  10  Tips  &  Tricks  to   Optimize  Your  Time   PPC Life Advice… •  15  Min.  Saved/Day  =  5  Hours/Month  
  3. 3. #SMX #24C1 @PPCkimpossible New Tools for Keyword Research & Expansion Tip #1: E x p a n d
  4. 4. #SMX #24C1 @PPCkimpossible •  Rise  of  Voice  Search   •  Siri,  Cortana  (Windows  10  Desktop)   Tip #1: Expand So  Many  Keywords,  So  Little  Time   •  Try  Answer  The  Public  (answerthepublic.com)   •  Search  Query  Data  Visualization  Tool   •  Google’s  Autocomplete   •  Questions,  Prepositions,  Alphabetical  List  of  Queries   •  Download  Visuals  or  .CSV   •  Do  Not  Ignore  
  5. 5. #SMX #24C1 @PPCkimpossible Type in Query Visuals or .CSV Tip #1: Expand
  6. 6. #SMX #24C1 @PPCkimpossible Prepositions: For, Like, Without, With, Versus, To, Near Tip #1: Expand
  7. 7. #SMX #24C1 @PPCkimpossible Question Modifiers: Which, Who, What, Where, When, Why, How, Are Tip #1: Expand
  8. 8. #SMX #24C1 @PPCkimpossible Stay Up To Date On Your Brand Tip #2: Be Aware
  9. 9. #SMX #24C1 @PPCkimpossible •  Use  Google  Alerts  To  Be   Notified  About  Your  Brand   Tip #2: Be Aware •  Deliver  to  Email  Address  or   RSS  Feed   •  Mentions  of  Your   Company,  Product  and/or   Services   •  Blogs,  News,  Web,   Finance,  Video,  Books,   Discussion  
  10. 10. #SMX #24C1 @PPCkimpossible Compare Yourself to Other Brands, Ads, & Offers Tip #3: Be Competitive
  11. 11. #SMX #24C1 @PPCkimpossible •  Compare  Your  Brand  to  Others   Tip #3: Be Competitive You  Can’t  Compete  Where  You  Don’t  Compare   •  Use  Moat  for  Competitive   Display  Ad  Comparison   (moat.com)   •  Free  Tool  w/  Paid  Upgrades   •  Comparable  Offers  &  Ads   •  Image  Size,  Time,  Page  Last   Seen  On,  Share  Ad,  &  More  
  12. 12. #SMX #24C1 @PPCkimpossible Improve Your Lead Quality Tip #4: Improve
  13. 13. #SMX #24C1 @PPCkimpossible •  Constantly  Chase  More  Leads   at  Cheaper  Price   Tip #4: Improve •  Improve  Lead  Quality   •  Optimize  Further  Down  the   Funnel  for  Opportunity   Creation   a)  Import  CRM  Data  into  Bidding  Platform   b)  Import  Rev.  Values  from  Sales  for  Opp.  Creation  &  Opp.  Closed            Create  Weighted  Rev.  Formula  for  ROAS  Opt.  
  14. 14. #SMX #24C1 @PPCkimpossible Repurpose Your Digital Advertising Audiences Tip #5: Repurpose
  15. 15. #SMX #24C1 @PPCkimpossible •  Take  Advantage  of   Targeting  from  Display  &   Social  Campaigns   Tip #5: Repurpose •  Repurpose  Traffic  from   Other  Digital  Advertising   Channels  for  Remarketing/ RLSA   •  Create  Audiences  by  Source,   Destination  URL,  etc.  
  16. 16. #SMX #24C1 @PPCkimpossible Labels, Comments, Annotations, & Bids Tip #6: Organize
  17. 17. #SMX #24C1 @PPCkimpossible 1)  Utilize  AdWords  Labels*,  AdWords  Comments*,  &  Google   Analytics  Annotations   Tip #6: Organize •  AdWords  Labels:  Organization  &   Reporting   *Available  at  Campaign,  Ad  Group,  Keyword,  &  Ad  Copy  Levels   •  AdWords  Comments:  Insight  into   Account  Changes  
  18. 18. #SMX #24C1 @PPCkimpossible •  Google  Analytics  Annotations:  Record  Major  Changes  &  Updates   •  Historical  Context  &  Continuity  in  Account  Transitions   Tip #6: Organize
  19. 19. #SMX #24C1 @PPCkimpossible 2)  Modify  “Cents”  Bids  Based  on  Performance  to  Quickly  Determine   Change  History  of  Keyword   Tip #6: Organize •  Ex.  Bids  Ending  in  $_.11  or  $_.33  =  Bidding  Down  Due  to  Low   Performance   *Available  at  Campaign,  Ad  Group,  Keyword,  &  Ad  Copy  Levels   •  Ex.  Bids  Ending  in  $_._0  =  Bidding  Up  Due  to  High  Performance   •  Only  Works  for  Manual  Bidding   •  Performance  Over  Processes  –  Don’t  Use  Method  if  Account  Sensitive  to   Bid  Changes  &  Would  Neg.  Impact  Performance  
  20. 20. #SMX #24C1 @PPCkimpossible Custom Columns Tip #7: Customize
  21. 21. #SMX #24C1 @PPCkimpossible •  Create  Custom  Columns  in   AdWords  Editor   Tip #7: Customize •  Columns  >  Modify  Columns   >  Custom  Columns   •  +Custom  
  22. 22. #SMX #24C1 @PPCkimpossible •  Create  Column  Name  &   Description   Tip #7: Customize •  Select  Metrics  &  Create  Formula   •  Select  Segments  (Network,   Device,  Top  vs.  Other,  +1   Annotations,  Conversions)   •  Ex.  Metrics  by  Device,  Google   Search  vs.  Search  Partners,   Metrics  by  Conv.  Type   •  Note:  Allows  You  to  Customize  the  Performance  Summary  Graph  
  23. 23. #SMX #24C1 @PPCkimpossible I Do Not Mean Excel Tip #8: Automate
  24. 24. #SMX #24C1 @PPCkimpossible •  Automate  to  Cut  Down  on  Time   Tip #8: Automate •  Automate  Rules   •  Ad  Scheduling   •  AdWords  Editor  Quick  Reference   •  Help  >  Shortcuts  or  Ctrl+?   •  Scripts   •  Google  Developers  AdWords  Scripts   •  FreeAdWordsScripts.com  (Russell   Savage)   Ctrl+Shift+C :  Copy  campaign  or  ad  group  shell Ctrl+Shift+K :  Copy  keyword  text  or  placement  URL Ctrl+Shift+R :  Revert  selection  to  last  downloaded  state Ctrl+H :  Replace  text  in  selected  items Ctrl+Shift+H :  Append  text  to  selected  items Ctrl+Alt+H :  Change  capitalization  of  selected  items Ctrl+B :  Change  bids  of  selected  items Ctrl+U :  Change  URLs  of  selected  items Ctrl+P :  Post  changes  to  this  account Ctrl+K :  Check  unposted  changes  for  this  account Ctrl+Shift+B :  Make  multiple  changes Ctrl+Shift+I :  Import  from  text Ctrl+[ :  Accept  proposed  changes Ctrl+] :  Reject  proposed  changes Ctrl+Shift+V :  Paste  copied  items  into  selected  containers Ctrl+Shift+A :  Activate  selected  items Ctrl+Shift+P :  Pause  selected  items Ctrl+F :  Search Ctrl+R :  Refresh  filters Ctrl+L :  Clear  filters Shortcuts
  25. 25. #SMX #24C1 @PPCkimpossible Better Than Find & Replace… Tip #9: Be Efficient
  26. 26. #SMX #24C1 @PPCkimpossible 1)  Formula  Works  in  AdWords   Editor  Using  the  “Find  &   Replace”  Tool  (Ctrl+h)   Tip #9: Be Efficient •  Similar  to  =SUBSTITUTE  Feature   in  Excel   •  Does  Not  Work  w/  “Append”  Tool   •  Find  &  Replace  w/  Bracketed  Terms   •  Spaces  Auto-­‐Adjust  to  %20  in  Final   URLs   Find  &  Replace  With…   [account]          Account  Name   [campaign]          Campaign  Name   [adgroup]          Ad  Group    Name   [keyword]          Keyword  Text   [headline]          Ad  Headline   [description1]          Ad  Description  Line  1   [description2]          Ad  Description  Line  2   [displayurl]          Display  URL  Text   [finalurl]          Final  URL  Text   [field]          Original  Text  Of  Field  You're  Changing  
  27. 27. #SMX #24C1 @PPCkimpossible Ex.  1:  Geo-­‐Modify  Keywords   Tip #9: Be Efficient Ad  Group  –  Small  Business   Add  Cities   As  KWs   seattle   bellevue   Append  KWs  w/   Placeholder  (w/  Space)   adgroup  seattle   adgroup  bellevue   Find  Placeholder  &   Replace  w/  [adgroup]   [adgroup]  seattle   [adgroup]  bellevue   Render  as   Ad  Group  +  Keyword   small  business  seattle   small  business  bellevue  
  28. 28. #SMX #24C1 @PPCkimpossible Ex.  2:  Manually  Tag  URLs   Tip #9: Be Efficient Campaign  –  Small  Business   Find  Placeholders  &   Replace  w/  [keyword]   &  [campaign]   www.example.com/? utm_source=google&utm_medium=cpc&utm_t erm=[keyword]&utm_campaign=[campaign]   URL  Will  Render  As:   www.example.com/? utm_source=google&utm_medium=cpc&utm_te rm=small%20business %20kirkland&utm_campaign=Small %20Business   Add  URL  w/   Placeholders   www.example.com/? utm_source=google&utm_medium=cpc&utm_t erm=keywordex&utm_campaign=campaignex  
  29. 29. #SMX #24C1 @PPCkimpossible 1)  Combine  Use  of  UI’s  &  Desktop  Editors   Tip #9: Be Efficient Add  Sitelinks  or  Geo-­‐Targeting  to  Single  Campaign  in  UI   Download  Account  in  Editor   Copy  Sitelinks  or  Geo-­‐Targeting   Multi-­‐Select  Campaigns   Paste  
  30. 30. #SMX #24C1 @PPCkimpossible Tip #10: Share
  31. 31. #SMX #24C1 @PPCkimpossible •  Utilize  Shared  Features  to  Cut  Down  on   Management  &  Admin   Tip #10: Share •  Shared  Campaign  Negative  Keywords   •  Shared  Campaign  Placement  Exclusions   •  Shared  Bid  Strategies   •  Shared  Budgets   •  Shared  Sitelinks   •  Note:  Limited  Availability  in  AWE  
  32. 32. #SMX #24C1 @PPCkimpossible SEE YOU AT THE NEXT #SMX! THANK YOU!

×