back to your foundations
recycle, re-use & rebuild
@bigalittlea
BIG A
smaller a
…like the first two
letters of my name…
@bigalittlea
get it?
@SEERinteractive
seer.is/smxny2013
enhanced hair
optimizing nascar
oct ‘08
search partners
nov ‘09
sitelinks (yay!)
pla’s: round 1
mar ‘10
search funnels
re-marketing
june ‘10
ace
(still in beta, three years lata)
july ‘10
+broad +match
aug ‘10
google starts enhancin
sept ‘10
google Instant
nov ‘10
call metrics
feb & may ‘11
headlines change
may ‘11
that whole ad rotation thing
july’11
google giveth tablets
what do your campaigns
look like?
feb ‘13
enhanced campaigns
announced
they’re just
campaigns now
@fmshovlin
data-driven rebuild
from the ground up
Warning sign
8 steps to
structural heaven
1: buy ram
2: mega sq
3: categorize
ctrl + h
4: separate converters vs. non
5:
exact: focus
phrase: bonus
broad: cleanup
6: negate
watch for:
plurals vs. singular
competitors
comparisons
grammar funk
7:
+exact
brand or purchase intent
no research queries
cut?
keep?
non-brand?
bad r.o.e.
8:
-24% spend
-15% cpa
-9% conversions
++ lead quality
aaronl@seerinteractive.com
seer.is/smxny2013
@bigalittlea
me + pudding
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
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SMX East 2013 - Rebuilding your PPC accounts to keep up with the times

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  • http://adwords.blogspot.com/2008/10/separate-metrics-for-google-and-search.html
  • http://adwords.blogspot.com/2009/11/announcing-product-listing-ads.html
  • http://adwords.blogspot.com/2010/03/now-available-reach-right-audience.html
  • http://adwords.blogspot.com/2010/06/adwords-campaign-experiments-beta-split.html
  • http://adwords.blogspot.com/2010/07/new-keyword-targeting-feature-rolling.html
  • http://adwords.blogspot.com/2010/08/increase-roi-conversions-with-enhanced.html
  • http://adwords.blogspot.com/2010/11/measure-phone-calls-you-get-from.html
  • http://adwords.blogspot.com/2011/02/longer-headlines-for-select-ads-on.html, http://adwords.blogspot.com/2011/05/showing-display-url-domain-in-headline.html
  • http://adwords.blogspot.com/2012/04/new-changes-to-ad-rotation.html
  • http://adwords.blogspot.com/2011/07/new-tablet-targeting-options-now.html
  • Make sure you’re aware of any tracking issues and changes in goals
  • SMX East 2013 - Rebuilding your PPC accounts to keep up with the times

    1. 1. back to your foundations recycle, re-use & rebuild @bigalittlea
    2. 2. BIG A smaller a …like the first two letters of my name… @bigalittlea get it?
    3. 3. @SEERinteractive
    4. 4. seer.is/smxny2013
    5. 5. enhanced hair optimizing nascar
    6. 6. oct ‘08 search partners
    7. 7. nov ‘09 sitelinks (yay!) pla’s: round 1
    8. 8. mar ‘10 search funnels re-marketing
    9. 9. june ‘10 ace (still in beta, three years lata)
    10. 10. july ‘10 +broad +match
    11. 11. aug ‘10 google starts enhancin
    12. 12. sept ‘10 google Instant
    13. 13. nov ‘10 call metrics
    14. 14. feb & may ‘11 headlines change
    15. 15. may ‘11 that whole ad rotation thing
    16. 16. july’11 google giveth tablets
    17. 17. what do your campaigns look like?
    18. 18. feb ‘13 enhanced campaigns announced
    19. 19. they’re just campaigns now @fmshovlin
    20. 20. data-driven rebuild from the ground up
    21. 21. Warning sign
    22. 22. 8 steps to structural heaven
    23. 23. 1: buy ram
    24. 24. 2: mega sq
    25. 25. 3: categorize
    26. 26. ctrl + h
    27. 27. 4: separate converters vs. non
    28. 28. 5:
    29. 29. exact: focus phrase: bonus broad: cleanup
    30. 30. 6: negate
    31. 31. watch for: plurals vs. singular competitors comparisons grammar funk
    32. 32. 7:
    33. 33. +exact
    34. 34. brand or purchase intent no research queries
    35. 35. cut? keep?
    36. 36. non-brand? bad r.o.e.
    37. 37. 8:
    38. 38. -24% spend -15% cpa -9% conversions ++ lead quality
    39. 39. aaronl@seerinteractive.com seer.is/smxny2013 @bigalittlea me + pudding

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