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What Marketers Need To Know About Advanced Bidding Strategies and Bid Modifiers for SEM

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From the SMX East 2014 Conference in New York City, NY. SESSION: A Deep Dive Into Bidding Strategies & Bid Modifiers. PRESENTATION: What Marketers Need To Know About Advanced Bidding Strategies and Bid Modifiers for SEM - Given by Jay Stampfl, @3QDigital, Account Director - 3Q Digital. #SMX #23B

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What Marketers Need To Know About Advanced Bidding Strategies and Bid Modifiers for SEM

  1. 1. Advanced Bidding Jay Stampfl, 3Q Digital
  2. 2. Jay Stampfl, 3Q Digital #SMX
  3. 3. Jay Stampfl, 3Q Digital #SMX
  4. 4. By Jay Stampfl, 3Q Digital #SMX Bidding
  5. 5. Jay Stampfl, 3Q Digital #SMX Good Bad …Right?
  6. 6. Account Structure By Jay Stampfl, 3Q Digital #SMX
  7. 7. Jay Stampfl, 3Q Digital #SMX Query Mapping! Term Number of Adgroups bucket hats 19 mitchell and ness bucket hats 11 new era bucket hat 10 mitchell and ness bucket hat 10 zubaz shorts 9 bucket hat 9 mitchell and ness batting practice jersey 8 nfl jerseys 8 uconn basketball shorts 7 snapbacks 7 seattle seahawks jersey 7 personalized nfl jerseys 7 starter jacket 7 nfl jersey 7 seahawks jersey 7 zubaz pants 7 cheap bucket hats 7 Action Item! Make sure that you don’t have queries going to many different KWs!
  8. 8. Jay Stampfl, 3Q Digital #SMX Action Item! Check your top terms and KWs to make sure your dynamics are not changing too much… you can always use negatives. Close variants in Exact and Phrase
  9. 9. Auction Dynamics By Jay Stampfl, 3Q Digital #SMX
  10. 10. Jay Stampfl, 3Q Digital #SMX Scale Efficiency Any account that has both an ROAS and budget goal actually has neither.
  11. 11. Jay Stampfl, 3Q Digital #SMX Auction Dynamics –CTR v. CPC
  12. 12. Jay Stampfl, 3Q Digital #SMX Idiosyncratic SERPS
  13. 13. Jay Stampfl, 3Q Digital #SMX Top versus SideDate Range 1Date Range 2Avg. postion3.23.3CTR3.72%2.05% Top45,79720,172Other62,69997,809
  14. 14. Jay Stampfl, 3Q Digital #SMX Action Item! Use Auction Insights to track competitor activity.
  15. 15. What do we gain? Jay Stampfl, 3Q Digital Use the Bucket segment to create an arbitrary Control Bid 14 % more conversions 4k more cost Scale vs. Efficiency?
  16. 16. Jay Stampfl, 3Q Digital #SMX Action Item! It is almost alwaysbetter to have more clicks at lower CPC Limited Budgets are Bad
  17. 17. By Jay Stampfl, 3Q Digital #SMX Latency &Timing
  18. 18. Conversions and Consumer Behavior Jay Stampfl, 3Q Digital #SMX Shallow Heavy 40 %Day 1 difference!
  19. 19. Revenue Increases with Time Seasonality and Promotions? Jay Stampfl, 3Q Digital #SMX Conversion Time Tag and AOV Action Item! Know your number.
  20. 20. Jay Stampfl, 3Q Digital #SMX Yesterday’s Average Position Identify trends 30 Day Performance
  21. 21. By Jay Stampfl, 3Q Digital #SMX Bidding Automation and Conversion Optimizer
  22. 22. Jay Stampfl, 3Q Digital #SMX Conversion Optimizer
  23. 23. Jay Stampfl, 3Q Digital #SMX Gender as a Signal CPC Conversion Rate ROAS Female $ 0.83 2.93% 4.59 Male $ 0.95 3.45% 5.16 15.14% 18.02% 12.48% Add demograph
  24. 24. Jay Stampfl, 3Q Digital #SMX “Undetermined” has lower CPCs CPC Conversion Rate ROAS 18-24 $ 0.77 2.49% 4.80 25-34 $ 0.87 3.38% 5.36 35-44 $ 1.02 3.78% 4.65 45-54 $ 1.02 3.51% 5.18 55-64 $ 1.03 4.06% 5.50 65 or more $ 1.03 4.33% 6.25 Undetermined $ 0.79 2.76% 4.83
  25. 25. Jay Stampfl, 3Q Digital #SMX Rules and Custom buckets http://3qdigital.com/featured/take-care-of-bidness-with-bidding-set- up-and-adjustment-tips/
  26. 26. By Jay Stampfl, 3Q Digital #SMX Bidding Data Aggregation
  27. 27. Jay Stampfl, 3Q Digital #SMX Ad Groups, Long Date Range Ad Groups, Short Date Range Low Volume KWs, Long Date Range High Volume KWs, Short Date Range Higher frequency, Larger changes Lower frequency, Smaller changes
  28. 28. Jay Stampfl, 3Q Digital #SMX Action Item! Stay aware of all of your layers of bid modifiers
  29. 29. By Jay Stampfl, 3Q Digital #SMX Bidding Gross Profit and Last Click
  30. 30. Judging Scale -Gross Profit $162,416 v. $214,603 $48,725 v. $64,381 $29,251 v. $34,408 +$5,158 Higher Bids Work! Jay Stampfl, 3Q Digital Revenue After Product Margins True Profit Bid Value over Reg. Action Item! Clean cost/benefit analysis is the core of bid strategy.
  31. 31. Jay Stampfl, 3Q Digital #SMX In other words…. Max CPA = Incremental CPA Cost Number of Conversions Action Item! Find the point where each incremental cost per conversion equals the Max CPA. AdWordsExperiments is an easy way to plot that out.
  32. 32. Jay Stampfl, 3Q Digital #SMX Find what efficiency/scale maximizes profit. 0 5 10 15 20 25 30 35 40 45 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 Profit vs. ROAS Gross Profit Maximization
  33. 33. Jay Stampfl, 3Q Digital #SMX Identify the High/Low Assists
  34. 34. Jay Stampfl, 3Q Digital #SMX Clean Query Mapping Understand your Click-to-Conversion time Monitor your SERPs and Track Competitors Play around with CO Break out Account by Buckets Use Modifiers, but be careful Understand true cost/benefit of Bids Label upper-funnel Campaigns/KWs
  35. 35. Thank You! Jay Stampfl jay@3qdigital.com Jay Stampfl, 3Q Digital

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