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99% Perspiration: PPC Tactics We’re Trying Now, & Others We’re Pretty Sure of After 14 Years of Breaking Stuff

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Mad Scientists Of Paid Search. PRESENTATION: 99% Perspiration: PPC Tactics We’re Trying Now, & Others We’re Pretty Sure of After 14 Years of Breaking Stuff - Given by Andrew Goodman, @andrew_goodman - Page Zero Media, President. #SMX #11B

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99% Perspiration: PPC Tactics We’re Trying Now, & Others We’re Pretty Sure of After 14 Years of Breaking Stuff

  1. 1. #SMX #11B @Andrew_Goodman Mad Scientists of Paid Search: Seattle 2015 99% PERSPIRATION: PPC tactics we’re trying now, & others we’re pretty sure of after 14 years of breaking stuff. Andrew Goodman, Page Zero Media
  2. 2. #SMX #11B @Andrew_Goodman Small Agency, Big Clients
  3. 3. #SMX #11B @Andrew_Goodman §  “Enhanced CPC could be described as an ‘ROI turbocharge’ setting for your existing Max CPC campaigns.” – Google help file Enhanced CPC: ‘Frosted Flakes’?
  4. 4. #SMX #11B @Andrew_Goodman §  Turned Enhanced CPC off §  Turned it back on a short time later §  5 small to midsized campaigns §  One very large campaign (100’s of brands) §  Result… (wait for it)… Recent Experiments: Enhanced CPC
  5. 5. #SMX #11B @Andrew_Goodman §  Client in a mass market B2B area §  Fall 2014: massive increase in CPA §  To chase, or not to chase? §  Chose to buckle down, focus on profit §  Was it just our imagination? Was everyone in a bidding war, plus new entrants? Auction Insights: Bursts of Competition?
  6. 6. #SMX #11B @Andrew_Goodman Auction insights: Nov. 2014
  7. 7. #SMX #11B @Andrew_Goodman Recent data. Aggressive, but low-budget, competitors persist, but with less success.
  8. 8. #SMX #11B @Andrew_Goodman §  Interesting use case in remarketing campaign §  Conversion rates tallied with client’s “target customer” persona Demographic Bidding: Worth It?
  9. 9. #SMX #11B @Andrew_Goodman §  All this data. Is there a valid strategy? Should we micromanage time and day or loosen up? §  Are all nonperforming segments poor, or just “holes” that occur, inevitably but randomly due to distribution pattern? Dayparting: Worth It?
  10. 10. #SMX #11B @Andrew_Goodman §  Ignoring these numbers would lead to worse results. But over- interpreting every number would be managing to shadows. Dayparting: Taking the Long View
  11. 11. #SMX #11B @Andrew_Goodman §  Many foreign orders in travel & tourism may be large group orders. For years we may have been missing out on international opportunities, bidding too low overall. Use the right KPI’s! Illuminating Combo of Geo Data, Plus a New Focus on Revenue (New Site, New Cart)
  12. 12. #SMX #11B @Andrew_Goodman §  10x growth in quarterly conversions account-wide over 9 years – “from a high base.” Bottom: DSA’s 3 year history. §  Now makes up 5.8% of all conv. Low CPC = margin of safety; optimize to avoid unproductive cannibalization. CPA 40% below account average. Power of the Tail: Can DSA Work?
  13. 13. #SMX #11B @Andrew_Goodman §  David J. Hand §  In sports, “streakiness” is a non-phenomenon that is generally reduced to pure randomness in bunching. §  Looking for any anomaly is less valid when you look for it after it’s happened. The Law of Inevitability
  14. 14. #SMX #11B @Andrew_Goodman §  Too much ad testing? §  Strong discoveries are wins §  Most ‘discoveries’ will revert to the mean, aren’t “wins.” §  Chasing huge numbers of small segments with weak attribution – mobile CPA’s at the ad group level §  The naughty keyword syndrome §  Plugging all holes is impossible – if ad groups are properly built and proportioned, there’s no need to overreact to a bunch of zeroes and ones. §  Aggregate, within reason! The Law of Inevitability: Applications in a PPC Management Context
  15. 15. #SMX #11B @Andrew_Goodman Context Complications: Ad Creative Environment Is Volatile
  16. 16. #SMX #11B @Andrew_Goodman Bah. Maybe I’ll just reformulate my query.
  17. 17. #SMX #11B @Andrew_Goodman What influences a conversion? It’s not just “the words you wrote”
  18. 18. #SMX #11B @Andrew_Goodman Does moving stuff around help? Consider the ins & outs of account structure.
  19. 19. #SMX #11B @Andrew_Goodman In this case, moving stuff around… did not help. New agency takes over, moves stuff around
  20. 20. #SMX #11B @Andrew_Goodman Jenga PPC: Will your next move improve the account, or…?
  21. 21. #SMX #11B @Andrew_Goodman §  As always, PPC is powerful growth engine… but: §  Pick your battles §  Curb your enthusiasm! Conclusion
  22. 22. #SMX #11B @Andrew_Goodman THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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