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What's Your Audience Thinking? 8 Hidden PPC Reports to Find Out By Aaron Levy

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Must-Have Reports For Search Advertisers. PRESENTATION: What's Your Audience Thinking? 8 Hidden PPC Reports to Find Out - Given by Aaron Levy, @bigalittlea - Elite SEM, Manager of Client Strategy. #SMX #13B

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What's Your Audience Thinking? 8 Hidden PPC Reports to Find Out By Aaron Levy

  1. 1. #SMX #13B @bigalittlea “how I learned to stop worrying and love the segment button” WHAT’S YOUR AUDIENCE THINKING? 8 HIDDEN PPC REPORTS TO FIND OUT
  2. 2. #SMX #13B @bigalittlea “how I learned to stop worrying and love the segment button” WHAT’S YOUR AUDIENCE THINKING? 8 HIDDEN PPC REPORTS TO FIND OUT
  3. 3. #SMX #13B @bigalittlea HI! I’M AARON! 11 years of digital-y stuff senior team lead, sem at Elite SEM #teamrumham I teach at Drexel & UVM @bigalittlea | aaron@elitesem.com
  4. 4. #SMX #13B @bigalittlea Attributes • 31 y/o single white dude | fancy college • new home buyer (broke) in mid HHI zip. owns car • Philly resident, frequent traveler Activities: • heavy mobile usage in AM/PM • hockey | golf | bowling on Sunday • mix of public transport/car/Uber/Lyft Attitudes: • value-driven habits, semi minimalist • will save $1, waste $100 • DIY-er, nostalgic, proud, loyal
  5. 5. #SMX #13B @bigalittlea Demographics – who we are Google knows all we can find it now Actigraphics – what we do Google knows some we can find it with some help Psychographics – why we do it Google’s guessing, so are we we can estimate it
  6. 6. #SMX #13B @bigalittlea agenda who? where? when? why? bye!
  7. 7. #SMX #13B @bigalittlea#SMX #13B @bigalittlea WHO DOES BETTER? GREATEST GENERATION OR DAMN MILLENIALS? DO YOU KNOW WHAT GUYS LIKE? DO YOU KNOW WHAT THEY WANT
  8. 8. #SMX #13B @bigalittlea Demographic Performance Varies…. A Lot CVR Female Male ??? Avg. 18-24 6.9% 5.8% 8.1% 6.5% 25-34 6.3% 6.0% 7.5% 6.3% 35-44 4.3% 4.1% 5.6% 4.3% 45-54 3.4% 3.1% 3.7% 3.3% 55-64 2.7% 2.3% 2.9% 2.6% >64 3.3% 3.2% 3.7% 3.3% ? 3.6% 3.3% 3.3% 3.3% Avg. 4.7% 4.4% 3.5% 4.2% Clickshare Female Male ??? Total 18-24 8.6% 6.5% 0.4% 15.6% 25-34 6.9% 6.5% 0.9% 14.3% 35-44 5.6% 4.1% 0.6% 10.3% 45-54 4.7% 3.1% 0.4% 8.2% 55-64 3.2% 1.8% 0.2% 5.3% >64 3.2% 2.0% 0.3% 5.5% ? 6.0% 4.5% 30.2% 40.8% Total 38.3% 28.6% 33.1% Why treat every member of the audience the same?
  9. 9. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  10. 10. #SMX #13B @bigalittlea#SMX #13B @bigalittlea I KNOW WHO YOU ARE… …BUT WHO ARE YOU
  11. 11. #SMX #13B @bigalittlea Demographics – who we are Google knows all we can find it now Actigraphics – what we do Google knows some we can find it with some help Psychographics – why we do it Google’s guessing, so are we we can estimate it
  12. 12. #SMX #13B @bigalittlea
  13. 13. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  14. 14. #SMX #13B @bigalittlea You Can Use This Space for A Subtitle WHERE #SMX #13B @bigalittlea
  15. 15. #SMX #13B @bigalittlea HOW FAR WILL YOU DRIVE TO A WAL MART? #SMX #13B @bigalittlea
  16. 16. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  17. 17. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  18. 18. #SMX #13B @bigalittlea Map Performance vs. zip distance (the hard way). #SMX #13B @bigalittlea
  19. 19. #SMX #13B @bigalittlea NEW YORK? OR A NEW YORK STATE OF MIND? #SMX #13B @bigalittlea
  20. 20. #SMX #13B @bigalittlea
  21. 21. #SMX #13B @bigalittlea “Location Of Interest” always seems to lose… Clicks Spend CPC Conv CVR CPA Location of Interest 14k $19.1k $1.37 2.0k 14.5% $9.51 Physical Location 64k $63.7k $0.99 9.1k 14.2% $6.99
  22. 22. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  23. 23. #SMX #13B @bigalittlea#SMX #13B @bigalittlea WHEN DO YOU GET PAID? WHEN DO YOU PAY YOUR RENT / MORTGAGE?
  24. 24. #SMX #13B @bigalittlea Day of Month Analyses Yield Curious Insights CPA Ad Spend (indexed) $148 $168 $104 $166 $87 $143 $71 $159 $107 $93 $92 $100 $184 $127 $172 $234 $154 $196 $77 $170 $98 $152 $212 $208 $195 $186 $154 $220 $248 $216 131% 134% 117% 96% 100% 83% 95% 101% 84% 111% 106% 73% 79% 74% 68% 57% 71% 60% 47% 62% 83% 74% 78% 95% 101% 142% 173% 181% 181% 142% People more likely to get checking account early in the month, yet…
  25. 25. #SMX #13B @bigalittlea
  26. 26. #SMX #13B @bigalittlea#SMX #13B @bigalittlea WHY WOULD YOU SEARCH ON A FRIDAY NIGHT? WHAT ABOUT 2AM ON A WEDNESDAY?
  27. 27. #SMX #13B @bigalittlea#SMX #13B @bigalittlea WHO’S THE MOST BEAUTIFUL PERSON ON GAME OF THRONES?!?!?
  28. 28. #SMX #13B @bigalittlea#SMX #13B @bigalittlea HODOR REPORTS! (HODDOW)
  29. 29. #SMX #13B @bigalittlea 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 Monday Tuesday Wednesday Thursday Friday Saturday Sunday HODDOW alone, not so valuable Lots of drunken impulse searching, very little buying L
  30. 30. #SMX #13B @bigalittlea 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Computers Cost Mobile Cost Tablets Cost Computers CPA Mobile CPA Tablets CPA HODDOWDEV, woooof that’s worse.
  31. 31. #SMX #13B @bigalittlea 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Computers tend to remain stable If you break out the laptop at 2 am, you’re serious. Or you’re me.
  32. 32. #SMX #13B @bigalittlea 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Mobile has dramatic conversion swings Smaller volume dropoff during “fun hours” is far less you break out the laptop at 2 am, you’re serious. Or you’re me.
  33. 33. #SMX #13B @bigalittlea 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Tablets at 2am? You’re killing time Off hours for tablet are very, very off.
  34. 34. #SMX #13B @bigalittlea#SMX #13B @bigalittlea L
  35. 35. #SMX #13B @bigalittlea Does Voice Search Matter to You? …Should It??
  36. 36. #SMX #13B @bigalittlea Let’s play a game! How much more likely is a word to appear in mobile? How? Near me + find Schedule/Book/Appointment Call/phone Can I & may I? Please? 2x 1.7x 0.9x 5x 3.2x ∞ #SMX #13B @bigalittlea
  37. 37. #SMX #13B @bigalittlea 23% 39% 17% 8% 3% 4% 3% 3% 25% 32% 16% 8% 3% 7% 6% 4% 1 2 3 4 5 6 7 8+ There isn’t a huge proportion of natural language Search queries. …yet. Query length is shorter for desktop (79% of queries <3 words vs. 73% on mobile
  38. 38. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  39. 39. #SMX #13B @bigalittlea#SMX #13B @bigalittlea WOULDN’T IT BE GREAT TO PREDICT COMPETITIVE BEHAVIOR?
  40. 40. #SMX #13B @bigalittlea Auction Insights: Impression Share Over Time Limited By Budget Broad Match
  41. 41. #SMX #13B @bigalittlea J F M A M J J A S O N D J F M amazon.com honest.com huggies.com luvsdiapers.com pampers.com target.com walmart.com You Large players dominate the report – they’re always there Auction Insights: Entire category yields bland spaghetti.
  42. 42. #SMX #13B @bigalittlea Large players dominate the report – they’re always there Auction Insights: Entire category yields bland spaghetti.
  43. 43. #SMX #13B @bigalittlea Minimizes noise of “always there” behemoths, start to guess strategy Auction Insights: Core Exact terms yield vibrant spaghetti J F M A M J J A S O N D J F M amazon.com honest.com huggies.com jet.com luvsdiapers.com pampers.com seventhgeneration.com walmart.com You
  44. 44. #SMX #13B @bigalittlea bit.ly/bestpasketti Auction Insights: Core Exact terms yield vibrant spaghetti
  45. 45. #SMX #13B @bigalittlea#SMX #13B @bigalittlea
  46. 46. #SMX #13B @bigalittlea#SMX #13B @bigalittlea LEARN MORE: UPCOMING @SMX EVENTS IT’S ALL ABOUT THE PEOPLE! aaron@elitesem.com

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