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How to Reach Your Goals With Smart Bidding

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Deep Dive: Ad Bidding Strategies And Bid Modifiers. PRESENTATION: How to Reach Your Goals With Smart Bidding - Given by Lauryan Feijen, @lauryenf - iProspect, Online Advertising Strategist. #SMX #23B

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How to Reach Your Goals With Smart Bidding

  1. 1. March 4, 2015 HOW TO REACH YOUR GOALS WITH SMART BIDDING Lauryan Feijen Online Advertising Strategist @LauryanF
  2. 2. searchmarketingexpo.com @LauryanF #SMX #23B ABOUT ME o PPC since 2009 o Responsible for Quality & Learning @ o Excel nerd o Music lover & musician o Husband & dad
  3. 3. searchmarketingexpo.com @LauryanF #SMX #23B HOW CAN WE MANAGE OUR BIDS o DEFINE OUR TARGET o REACHING OUR TARGET o OVERCOME OBSTACLES
  4. 4. searchmarketingexpo.com @LauryanF #SMX #23B WE NEED TO KNOW WHERE TO GO
  5. 5. searchmarketingexpo.com @LauryanF #SMX #23B WHAT’S IN YOUR LUGGAGE? o CPA VS ROAS o VOLUME VS EFFICIENCY o BRAND VS NON-BRAND
  6. 6. searchmarketingexpo.com @LauryanF #SMX #23B MANUAL (ADWORDS INTERFACE)
  7. 7. searchmarketingexpo.com @LauryanF #SMX #23B MANUAL (WITH EXCEL) CPA BIDDING ROAS BIDDING π‘΅π’†π’˜ π’ƒπ’Šπ’… = 𝐢𝑃𝐴 π‘”π‘œπ‘Žπ‘™ π‘₯ π»π‘–π‘ π‘‘π‘œπ‘Ÿπ‘–π‘π‘Žπ‘™ π‘π‘œπ‘›π‘£π‘’π‘Ÿπ‘ π‘–π‘œπ‘› π‘Ÿπ‘Žπ‘‘π‘’ π‘΅π’†π’˜ π’ƒπ’Šπ’… = π΄π‘£π‘’π‘Ÿπ‘Žπ‘”π‘’ π‘£π‘Žπ‘™π‘’π‘’ π‘π‘’π‘Ÿ π‘π‘™π‘–π‘π‘˜ 𝑅𝑂𝐴𝑆 π‘‘π‘Žπ‘Ÿπ‘”π‘’π‘‘
  8. 8. searchmarketingexpo.com @LauryanF #SMX #23B MANUAL (WITH EXCEL)
  9. 9. searchmarketingexpo.com @LauryanF #SMX #23B SCRIPTS AND AUTOMATED RULES
  10. 10. searchmarketingexpo.com @LauryanF #SMX #23B FLEXIBLE BID STRATEGIES
  11. 11. searchmarketingexpo.com @LauryanF #SMX #23B 3RD PARTY PLATFORMS
  12. 12. searchmarketingexpo.com @LauryanF #SMX #23B OVERCOME OBSTACLES
  13. 13. searchmarketingexpo.com @LauryanF #SMX #23B POSSIBLE OBSTACLES KW already in top position New bid exceeds top-of-page bid estimates New bid less than first-page bid estimates Keyword has insufficient data OVERCOME OBSTACLES
  14. 14. searchmarketingexpo.com @LauryanF #SMX #23B TOP-OF-PAGE BID ESTIMATES Workaround Cut off bids X% over the ToP bid estimate. Example 20% Cut off $ 1.50 New bid $ 1.00 ToP est. $ 1.20 New bid (ToP x 120%) OVERCOME OBSTACLES
  15. 15. searchmarketingexpo.com @LauryanF #SMX #23B FIRST PAGE BID ESTIMATES How to handle o Check Quality Score o Other reason for keyword to be online? o Consider pausing the keyword Keep in mind FP bid estimates aren’t always accurate OVERCOME OBSTACLES
  16. 16. searchmarketingexpo.com @LauryanF #SMX #23B KEYWORDS WITH INSUFFICIENT DATA Fact: Not all keywords in your account convert How do we bid for keywords with insufficient conversion data? The question becomes: β€œHow probable is it the keyword will convert in the future?” OVERCOME OBSTACLES
  17. 17. searchmarketingexpo.com @LauryanF #SMX #23B KEYWORDS WITH INSUFFICIENT DATA Probability of keyword X converting in future Using AdGroup, Campaign or Account averages Using β€˜buckets’ of keyword themes Filtering out extremes OVERCOME OBSTACLES
  18. 18. searchmarketingexpo.com @LauryanF #SMX #23B OVERCOME OBSTACLES BUCKETING KEYWORDS Cheap flights Barcelona Flight tickets Paris Cheap tickets Los Angeles New York flight tickets Low cost flights to Paris Economy flight Hong Kong 1 – Cheap 2 – European 3 – Intercontinental 4 – Flights vs Tickets
  19. 19. searchmarketingexpo.com @LauryanF #SMX #23B FILTERING OUT EXTREMES Example: Bayesian rating system Example Ex. 1 Ex. 2 Ex. 3 Ex. 4 Ex. 5 Avg clicks 1,250 1,250 1,250 1,250 1,250 Avg conv rate 1.50% 1.50% 1.50% 1.50% 1.50% Kw clicks 500 1.000 2.000 1 500 Kw conv rate 0.50% 0.50% 0.50% 100.00% 0.00% Result 1.21% 1.06% 0.88% 1.58% 1.07% OVERCOME OBSTACLES Avg. Clicks Γ— Avg. Conv. Rate + Keywords clicks Γ— Keyword Conv. Rate Avg. clicks + Keyword clicks
  20. 20. searchmarketingexpo.com @LauryanF #SMX #23B

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