Amanda West-Bookwalter
Account Manager at Hanapin Marketing, handling both e-
commerce and lead generation accounts
Blogge...
The Two Halves of SEM
SEO
PPC
#smx #21B @Amanda_WestBook
Andy’s System Can Be Applied to Both Halves
I don’t do any of this stuff.
But I can still use the system.
#smx #21B @Amand...
All PPC, All the Time
Alive and well
R.I.P.
#smx #21B @Amanda_WestBook
PPC’s Guiding Formula
Spend
CPC
Conversion
Rate
Leads
#smx #21B @Amanda_WestBook
When We Optimize…
Spend
CPC
Conversion
Rate
Leads
We want
this to be
lower
We want
this to be
higher
#smx #21B @Amanda_Wes...
Ad Rank Determines Your CPC
• Bid Management
• Bidding options
• CPC, CPA
• Frequency of bid
changes
• Device management
•...
Lots of Things Determine Conv. Rate
• Targeting Options
• Networks
• Keywords to bid on
• Geotargeting
• Dayparting
• Nega...
PPC According to Andy (and me)ChangeinCPA
Effort
High Movement – Low Effort
• Close variants
• New bidding options
• Reduc...
As always, your mileage may vary
Negative keywords!
Super efficient!
Negative keywords! A
waste of resources!
#smx #21B @A...
Predict the Future
• What is your mileage going to be?
Who
knows?
You.
You’re
supposed to
know.
#smx #21B @Amanda_WestBook
The Importance of Projections
• Get scientific with your approach
#smx #21B @Amanda_WestBook
Deciding which new technique to deploy
• List all of the cool conference stuff
you have
• Identify what that cool conferen...
Think Through Your Changes
Spend
CPC
Conversion
Rate
Leads
Will the
change
reduce this?
Will the
change
increase this?
#sm...
Look at Your Past Performance
And identify what that action is supposed to change (this is your
hypothesis)
KW expansion
N...
Look at Your Past Performance
Use this hypothesis to project the effect of changes
New ad test.
Hope for 5%
improvement.
T...
Look at Your Projections
Life (and PPC) is
complicated. Higher
CTRs can affect other
stats. What else could
you change?
#s...
Consider all the angles
• Project all of
your new
ideas
• Decide which
have the
most
potential
#smx #21B @Amanda_WestBook
PPC According to You (not Andy or me)ChangeinCPA
Effort
High Movement – Low Effort
• Close variants
• New bidding options
...
Project Once (or Twice), Measure Once
• Be like kids in
science class – collect
and record your data
• Know what went
wron...
Some tests win, others don’t
SAMPLE CONTENT
GOES RIGHT HERE
IN THIS SPACE.
Factor that into your projections
Ad Testing
#s...
Some tests win, others don’t
Negative KWs
#smx #21B @Amanda_WestBook
Some tests win, others don’t
New Site Launch
#smx #21B @Amanda_WestBook
Moral of the Story
The more you test, the more you’ll learn
The more you know, the better you can project
The better you p...
Decide Movement/Effort Better and BetterChangeinCPA
Effort
High Movement – Low Effort
• Close variants
• New bidding optio...
Decide Movement/Effort Better and BetterChangeinCPA
Effort
High Movement – Low Effort
• Close variants
• New bidding optio...
PPC Wooly Willie!ChangeinCPA
Effort
#smx #21B @Amanda_WestBook
Final Thoughts
Decide if conference lessons are actionable
or theoretical
Ex. Did you learn a new way to do bid changes,
o...
Then go out and do
your stuff.
amanda.west-bookwalter
@hanapinmarketing.com
#smx #21B @Amanda_WestBook
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Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter

  1. 1. Amanda West-Bookwalter Account Manager at Hanapin Marketing, handling both e- commerce and lead generation accounts Blogger at PPC Hero
  2. 2. The Two Halves of SEM SEO PPC #smx #21B @Amanda_WestBook
  3. 3. Andy’s System Can Be Applied to Both Halves I don’t do any of this stuff. But I can still use the system. #smx #21B @Amanda_WestBook
  4. 4. All PPC, All the Time Alive and well R.I.P. #smx #21B @Amanda_WestBook
  5. 5. PPC’s Guiding Formula Spend CPC Conversion Rate Leads #smx #21B @Amanda_WestBook
  6. 6. When We Optimize… Spend CPC Conversion Rate Leads We want this to be lower We want this to be higher #smx #21B @Amanda_WestBook
  7. 7. Ad Rank Determines Your CPC • Bid Management • Bidding options • CPC, CPA • Frequency of bid changes • Device management • Competitor analysis • Quality Score • Click-through rate • Ad text • Negative keywords • Close variants • Ad reviews • Account structure • Size of ad groups • Ad to keyword relevance • Landing page experience #smx #21B @Amanda_WestBook
  8. 8. Lots of Things Determine Conv. Rate • Targeting Options • Networks • Keywords to bid on • Geotargeting • Dayparting • Negative keywords • Landing Pages • LP reviews to match to keyword performance • Site designs • Conversion rate optimization • Number of required fields in your forms • How ad text interacts with LPs #smx #21B @Amanda_WestBook
  9. 9. PPC According to Andy (and me)ChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes Only a Sample!
  10. 10. As always, your mileage may vary Negative keywords! Super efficient! Negative keywords! A waste of resources! #smx #21B @Amanda_WestBook
  11. 11. Predict the Future • What is your mileage going to be? Who knows? You. You’re supposed to know. #smx #21B @Amanda_WestBook
  12. 12. The Importance of Projections • Get scientific with your approach #smx #21B @Amanda_WestBook
  13. 13. Deciding which new technique to deploy • List all of the cool conference stuff you have • Identify what that cool conference stuff is supposed to change • See if it works • Record results, report to superiors, keep doing that #smx #21B @Amanda_WestBook
  14. 14. Think Through Your Changes Spend CPC Conversion Rate Leads Will the change reduce this? Will the change increase this? #smx #21B @Amanda_WestBook
  15. 15. Look at Your Past Performance And identify what that action is supposed to change (this is your hypothesis) KW expansion New engine New targeting Looser dayparting New devices Negative KWs More restrictive match types Tighter dayparting #smx #21B @Amanda_WestBook
  16. 16. Look at Your Past Performance Use this hypothesis to project the effect of changes New ad test. Hope for 5% improvement. This projection only increases CTR 5%, which gives 5% increases to clicks, spend and conversions #smx #21B @Amanda_WestBook
  17. 17. Look at Your Projections Life (and PPC) is complicated. Higher CTRs can affect other stats. What else could you change? #smx #21B @Amanda_WestBook
  18. 18. Consider all the angles • Project all of your new ideas • Decide which have the most potential #smx #21B @Amanda_WestBook
  19. 19. PPC According to You (not Andy or me)ChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes You can decide where PPC projects fall on this chart according to your own projections and experience. #smx #21B @Amanda_WestBook
  20. 20. Project Once (or Twice), Measure Once • Be like kids in science class – collect and record your data • Know what went wrong • Even if things get better, you want to know why they’re better for the next experiment
  21. 21. Some tests win, others don’t SAMPLE CONTENT GOES RIGHT HERE IN THIS SPACE. Factor that into your projections Ad Testing #smx #21B @Amanda_WestBook
  22. 22. Some tests win, others don’t Negative KWs #smx #21B @Amanda_WestBook
  23. 23. Some tests win, others don’t New Site Launch #smx #21B @Amanda_WestBook
  24. 24. Moral of the Story The more you test, the more you’ll learn The more you know, the better you can project The better you project, the better you can prioritize. #smx #21B @Amanda_WestBook
  25. 25. Decide Movement/Effort Better and BetterChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes #smx #21B @Amanda_WestBook
  26. 26. Decide Movement/Effort Better and BetterChangeinCPA Effort High Movement – Low Effort • Close variants • New bidding options • Reducing required fields High Movement – High Effort • Landing page experience • Conversion rate optimization • Dedicated ad testing • Adding new networks Low Movement – High Effort • Account restructures • Competitor analysis Low Movement – Low Effort • Negative keywords • Routine bid changes #smx #21B @Amanda_WestBook
  27. 27. PPC Wooly Willie!ChangeinCPA Effort #smx #21B @Amanda_WestBook
  28. 28. Final Thoughts Decide if conference lessons are actionable or theoretical Ex. Did you learn a new way to do bid changes, or did you learn a new way to think about bidding? Theoretical stuff isn’t going to directly affect CPA as much, but it will change the way you think about and do stuff (possibly all of your stuff) #smx #21B @Amanda_WestBook
  29. 29. Then go out and do your stuff. amanda.west-bookwalter @hanapinmarketing.com #smx #21B @Amanda_WestBook

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