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Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools By James Svoboda

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Creating the Idea Account Structure. PRESENTATION: Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools - Given by James Svoboda, @realicity - WebRanking, CEO. #SMX #23B

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Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools By James Svoboda

  1. 1. #SMX #23B James Svoboda @Realicity James Svoboda, CEO @WebRanking, Co-Founder @MnSearch
  2. 2. #SMX #23B James Svoboda @Realicity RIVERS: MAIN SEGMENT & POTENTIAL, UNDEFINED INTENT
  3. 3. #SMX #23B James Svoboda @Realicity WATERFALLS (and Dams): CONTROL the FLOW
  4. 4. #SMX #23B James Svoboda @Realicity POOLS: IDENTIFIED, TARGETED SEGMENTS based on INTENT
  5. 5. #SMX #23B James Svoboda @Realicity SELLING and MARKETING to NEEDS and INTENT
  6. 6. #SMX #23B James Svoboda @Realicity KEYWORD ANCHORS {aka:DKI} for HIGHTER ATTRACTION {aka:CTR}
  7. 7. #SMX #23B James Svoboda @Realicity LINER ENGAGEMENT MODEL (LEM)LINER ENGAGEMENT MODEL (LEM)
  8. 8. #SMX #23B James Svoboda @Realicity ASSESS EACH POOL for SEGMENTATION & BUILD-OUT
  9. 9. #SMX #23B James Svoboda @Realicity
  10. 10. #SMX #23B James Svoboda @Realicity KEYWORD STEM MATCHING ALGO (for each word)
  11. 11. #SMX #23B James Svoboda @Realicity You’re Searching for…
  12. 12. #SMX #23B James Svoboda @Realicity AdWords BROAD MATCH for PEACOCK
  13. 13. #SMX #23B James Svoboda @Realicity MATCHING RULES for BROAD, BMM, PHRASE & EXACT'ish
  14. 14. #SMX #23B James Svoboda @Realicity KEYWORD MATCH TYPE USAGE by WORD COUNT
  15. 15. #SMX #23B James Svoboda @Realicity RISK vs. OPPORTUNITY by WORD COUNT
  16. 16. #SMX #23B James Svoboda @Realicity INITIAL “Confidence” BID LEVELS for MATCH TYPES §  Initial Bids Based on Expected: –  Conversion Rates –  Cost-Per-Conversion –  Profit-Per-Conversion §  Account for: –  Loose Keyword Matching (aka Google Tax) –  Match Type Usage –  Word Count in Each Keyword
  17. 17. #SMX #23B James Svoboda @Realicity SAMPLE CONFIDENCE BID LEVEL STRUCTURE §  SHIFTS SPEND : –  To Exact keywords you have greater Confidence in. –  Away from Broad keyword pools that are likely to map to unwanted queries that tend to waste budget (aka the Google Tax). –  To Longer, more segmented keyword pools with identified intent. –  Also, maps longer search queries to their more appropriate keywords.
  18. 18. #SMX #23B James Svoboda @Realicity ADJUST STRATEGY for Conservative or Aggressive Approach
  19. 19. #SMX #23B James Svoboda @Realicity ADJUST STRATEGY for RLSA
  20. 20. #SMX #23B James Svoboda @Realicity WORKING WATERFALL STRUCTURE
  21. 21. #SMX #23B James Svoboda @Realicity KEYWORD STEM MATCHING STRUCTURAL BUILD-OUT
  22. 22. #SMX #23B James Svoboda @Realicity INSIDE “Pool” AD GROUPS
  23. 23. #SMX #23B James Svoboda @Realicity CONTROLING FLOW with NEGATIVE KEYWORDS
  24. 24. #SMX #23B James Svoboda @Realicity WORD STEM ANALYSIS CALCULATOR
  25. 25. #SMX #23B James Svoboda @Realicity EXPADED GEOGRAPHY with CREATIVE KEYWORD TARGETING Small GEO HEAD KWs Moderate GEO KWs +michigan Larger GEO KWs +upper +peninsula Huge GEO KWs +michigan +upper +peninsula *Geo-Targeting Accuracy: Country > State > City > Zip
  26. 26. #SMX #23B James Svoboda @Realicity DEMOGRAPHICS TARGETING for SEARCH §  Consider and Analyze: –  Same Keywords: Different Ad Groups, Ads & LPs for Different Audiences –  Up River Head Term Targeting
  27. 27. #SMX #23B James Svoboda @Realicity USE LABELS to HELP ESTABLISH ORDER & STRUCTURE
  28. 28. #SMX #23B James Svoboda @Realicity TAKEAWAYS - BMM & EXACT are a great combo - “Word Count” Matters - Identify Query Patterns & Pools - Get Creative with RLSA, Geography & Demographic Targeting
  29. 29. #SMX #23B James Svoboda @Realicity IDENTIFY and TARGET SEARCHER INTENT TARGET THIS NOT THIS
  30. 30. #SMX #23B James Svoboda @Realicity THANK YOU! download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

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