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What Would Beyoncé Do? By Maddie Cary


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - Given by Maddie Cary, @MaddieMarketer, Senior Client Manager - Point It. #SMX #14B1

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What Would Beyoncé Do? By Maddie Cary

  1. 1. #SMX #14B1 @MaddieMarketer Fierce PPC Tactics To Make Your Account A Super Star WHAT WOULD BEYONCÉ DO?
  2. 2. #SMX #14B1 @MaddieMarketer  Senior Client Manager at Point It  4+ Years in PPC  Oversee $35M in Media  Global SEM Program Lead  20 Person Team  30 Languages  60 Markets  Run Point It’s Training Program  I QUEEN BEY
  3. 3. #SMX #14B1 @MaddieMarketer ALL HAIL
  4. 4. #SMX #14B1 @MaddieMarketer DRUNK IN LOVE WITH PPC
  5. 5. #SMX #14B1 @MaddieMarketer UPGRADED URLS  Destination URLs became Final URLs on July 1st, 2015  Ads keep performance data  If changes made to tracking template, ads aren’t sent back for review SASHA FIERCE TIP: Don’t let Final URLs be the BEST THING YOU NEVER HAD. AdWords Editor still shows the Destination URL field, so it’s easy to miss updating your Final URL field when building or updating ads
  6. 6. #SMX #14B1 @MaddieMarketer ADWORDS EDITOR 11  New features rolled out including redesigned interface, plus support for labels, call-only ads, & upgraded URLs  PRO: More bulk edit/multi-select options  CON: New navigation & advanced search not as intuitive to use SASHA FIERCE TIP: CHECK UP ON IT! Did you know there are new keyboard shortcuts to use with AWE, including CTRL+B to change bids and CTRL+U to change URLs
  7. 7. #SMX #14B1 @MaddieMarketer RLSA – GOOGLE ANALYTICS AUDIENCES  No longer limited by the AdWords tag! Now can also use GA audiences  Not all GA data available to use due to privacy policies  Limitations for GDN dimensions and specific language & tech dimensions SASHA FIERCE TIP: CRAZY IN LOVE with the idea of RLSA? Get the most out of it by creating new campaign, target generic keywords, write new ads, and bid up on narrowed valuable audience by using target & bid
  8. 8. #SMX #14B1 @MaddieMarketer AUTOMATED SHOPPING EXTENSIONS  New extensions displayed alongside PLAs at no additional cost  Automatically show free shipping & price-drop information  Promotional text retired end of Sept 2015 SASHA FIERCE TIP: GOTTA BIG EGO? Want to highlight other offers? Utilize other Shopping extensions like Merchant promotions, Product Ratings, & Trusted Stores certification
  10. 10. #SMX #14B1 @MaddieMarketer FLEXIBLE BID STRATEGIES  AdWords offers multiple automated, algorithmic bidding strategies, found in the Shared Library – and you should be testing them!  Maximize Clicks  Target Search Page Location  Target Outranking Share  Target CPA  Target ROAS  Enhanced CPC
  11. 11. #SMX #14B1 @MaddieMarketer TARGET ROAS  Case study with Gaming client  One of the first to test strategy  Aim to maximize conversion value to hit goal ROAS target  Bids changed based on predicted performance of ads ROAS ROAS up +47 points Revenue up +8%
  12. 12. #SMX #14B1 @MaddieMarketer TARGET OUTRANKING SHARE  Case study with Consumer Electronics client  Set goal percentage of target outranking share relative to main competitors in last 3 months  Focus was to start outranking competitors following up to Black Friday Top of Page Rate increased +5% Avg Position improved +13% Better position in 100% of searches on Black Friday +3% profit increase Yeah, that’s right. WHAT’S UP
  13. 13. #SMX #14B1 @MaddieMarketer MULTI-STRATEGY FLEXIBLE BIDS  Case study with e-Commerce client  Used multi-strategy approach:  Target Search Page Location to drive volume for promos  Maximize Clicks to increase traffic with brand value keywords  Target CPA to maximize orders on last-click conv keywords +65% increase in convs Reduced CPA by 4%
  14. 14. #SMX #14B1 @MaddieMarketer COMPETITIVE BIDDING  Target Page Location to test bid to position on key terms  Test flexible CPA or ROAS targets on keywords with high competition  Target Outranking Share* to bid more aggressively when a new competitor enters the auction *but use wisely…this one can spend!
  15. 15. #SMX #14B1 @MaddieMarketer HOLIDAY BIDDING  Target Outranking Share* to bid more aggressively during key sales days *but use wisely…this one can spend!  Maximize Clicks on new holiday keywords to boost impression volume  Switch over from Conversion Optimizer to Target CPA prior to holidays to give your flexible bid strategy time to learn before crucial conversion periods
  16. 16. #SMX #14B1 @MaddieMarketer FLEXIBLE BID STRATEGIES NEED TIME TO LEARN SASHA FIERCE TIP: Check Your Flexible Bid Strategy Status in Shared Library!  Check to see if your strategy is:  Learning  Change made to the strategy & AdWords is gathering performance data in order to optimize bids  WHY: New Strategy? Budget Changed? Setting Changes? Added/removed from the strategy?  Limited  Strategy needs to be edited in order to start optimizing bids  WHY: Max Bid Limits? Not Enough Data? Low Spend? Budget Constrained? Low QS?
  17. 17. #SMX #14B1 @MaddieMarketer SAY MY NAME SAY MY NAME
  18. 18. #SMX #14B1 @MaddieMarketer BIG BRAND PPC BIGGEST CHALLENGE Protecting The Brand (Favoring Brand Voice Over Best PPC Practices) Testing & Innovating (Having Fun!)
  19. 19. #SMX #14B1 @MaddieMarketer PROTECT THE BRAND  Discuss ad messaging guidelines before launching new ads  Consider internal vs. external brands  What’s the appropriate CTA?  Be realistic about what can fit in the limitation of 95 characters  Brand protection isn’t only done with ads  Avoid being generic in your landing experience – searchers notice and bounce off!  Drop searchers on most relative page you can  Multiple accounts and/or campaigns?  Set up regular auditing for consistency  Align with other internal teams bidding
  20. 20. #SMX #14B1 @MaddieMarketer PRIORITIZE VALUE PROPS  Big Brands gotta work hard to compete & stand out in PPC!  What are your value props?  What are your competitors highlighting in ads & on LPs?  What’s your audience looking for?  Free Shipping?  Best Price?  Free Whitepaper?  Back up the argument to test best practice PPC over brand messaging with data!
  21. 21. #SMX #14B1 @MaddieMarketer MANAGE COMPETITION  Use Auction Insights  Seriously, it better be your best friend  Label & Regularly Monitor Top Keywords  Keep an eye on your high-converting, lower-funnel keywords  That’s where a surprise competitor can go from a small slip in performance to a big loss SASHA FIERCE TIP: Set Up a QS tracker!  Implement QS Tracker AdWords Script  Generate graphs to monitor historical QS
  22. 22. #SMX #14B1 @MaddieMarketer YOUR PPC? ***FLAWLESS
  24. 24. #SMX #14B1 @MaddieMarketer GROWING YOUR TEAM  Put in a training model before you need it  Encourage collaboration & knowledge sharing  Provide safe-ground for mistakes  Acknowledge team and individual accomplishments  “Aim For The Middle” when leading larger PPC teams
  25. 25. #SMX #14B1 @MaddieMarketer THINK NOW ABOUT HOW TO SCALE  Weigh resource-impacting requests based on if they were scaled larger  Mix senior talent with junior members  Share learnings from tests, betas, & new initiatives across accounts  Encourage deep diving into data as well as big-picture thinking
  26. 26. #SMX #14B1 @MaddieMarketer TELLING THE STORY  Don’t settle for mediocre. Be flawless! Mentor your team on how to tell the story when it comes to reporting & analysis  If your audience (client, internal team, boss, etc) can’t get the main message in 30 seconds, it needs to be changed SASHA FIERCE TIP: Get Visual! Too many long paragraphs in emails? Pages of bullets in reports? Encourage your team to use simple visuals like graphs or SmartArt to tell the performance story
  27. 27. #SMX #14B1 @MaddieMarketer I’M A SURVIVOR
  28. 28. #SMX #14B1 @MaddieMarketer IDENTIFY THE PROBLEM FIRST: Where did the drop in performance happen?
  29. 29. #SMX #14B1 @MaddieMarketer ASSESS COMPETITIVE IMPACTS SASHA FIERCE TIP: Use Auction Insights Script! BrainLabs has an awesome Auction Insights Script that you can run in a Google Doc to see your Auction trends over time. It also creates visual graphs you can easily send to clients or use internally! WHERE MY COMPETITORS AT?
  30. 30. #SMX #14B1 @MaddieMarketer ALLOW FOR FLEXIBILITY  Set KPIs per campaign category  Branded vs. Non-Branded  Product Specific  Testing Goals  Set thresholds to determine when it’s time to pivot your bidding strategy  Give yourself room to test, but set guardrails to keep things in check  Budget caps  Max CPC caps  Automated email reports/notifications Yes, that is human-being Beyoncé doing that
  31. 31. #SMX #14B1 @MaddieMarketer BOUNCE BACK IN BEYONCÉ STYLE  The great thing about PPC? You can make changes nearly instantaneously and bounce back!  Be proactive  Learn from your mistakes  Remember you are human  Share your wisdom with the SEM community
  32. 32. #SMX #14B1 @MaddieMarketer 1 2 3 4 5 New Features! Try RLSA! Test Flexible Bid Strategy Find Intersection of Brand Voice + PPC Best Practices Build Strong PPC Teams Who Can Tell The Story in 30 Sec Use Auction Insights Script to Bounce Back Faster ASK YOURSELF WHAT WOULD BEYONCÉ DO?
  33. 33. #SMX #14B1 @MaddieMarketer I’M A SURVIVOR QUEEN BEY ALL HAIL
  34. 34. #SMX #14B1 @MaddieMarketer CAN’T GET ENOUGH BEYONCÉ? Story of my life… Check out my presentation blog post for more info & resources: what-would-beyonce-do ALSO, check out this playlist of my favorite Beyoncé jams! Playlist