By Bizresearch Laura Thieme  October 2009 Twitter.com/bizresearchlmt Six Ways to Cut Your PPC Budget by $140k or 15% or more
Bizresearch Leadership <ul><li>12 Year Veteran of Search Marketing & Analytics </li></ul><ul><li>Speaker 30+ U.S. & Int’l ...
PPC Audit Observations <ul><li>13-months of data per account </li></ul><ul><ul><li>Keywords (KWs) with ZERO conversions </...
Customer Challenge #1 Exceeding acceptable CPA levels & overall budget; forced to shut down PPC by 23 rd /month Currently ...
Customer Challenge #2 CTR was in the tank… < 1% Twitter.com/bizresearchlmt www.bizresearch.com
<ul><li>Pull 13 Months PPC KPIs </li></ul><ul><li>Declining Conversions? </li></ul>Annual PPC Conversion Audit Rising Cost...
$53k 0 Orders $281k Spend Avg CPA $35 4+ Conversions/KW 8,110 Orders $143k Spend Avg CPA $28 20+ Conversions/KW 5,163 Orde...
Solutions Broad & Phrase Match provide ideas of KWs to add & exclude Google has “see search terms” on keywords with clicks...
. 17% CTR, 2% CVR, $225 CPA <ul><li>“ make a cartoon online” </li></ul><ul><li>“ I f..ken love coloring” </li></ul><ul><li...
Increase CTR & CVR Lower CPA in 1 Month Twitter @bizresearchlmt www.bizresearch.com
Tools Needed for PPC Cleanup <ul><li>Adwords Editor  and </li></ul><ul><li>Any search analytics tool that enables monthly ...
<ul><li>Increase visibility for terms that consistently convert (13 months) </li></ul>Goal: Significantly lower cost per c...
<ul><li>Perform a 13-month trend analysis & consider attribution accuracy </li></ul>If you want to keep your job, please p...
Use trend analysis tools where you can see organic vs paid search, down to keyword level & then cross-check your data with...
If time permits Two more tips to improve PPC Conversions & lower costs
Many Per Click in Adwords Twitter @bizresearchlmt www.bizresearch.com 1,020 conversions vs 1,084 $5 Cost Per Conversion Di...
Increase Brand Conversions Twitter @bizresearchlmt www.bizresearch.com Don’t turn off brand terms & expand Easy to prove v...
Thank you Twitter.com/bizresearchlmt www.bizresearch.com Thank you!
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SMX East New York City - PPC Conversion Audits

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Bizresearch, a search marketing analytics company located in Ohio, offers PPC Conversion Audits - This is a look at how one company can cut over $50k from its PPC budget by cutting keywords that don\'t convert, and monitoring negative keyword opportunities.

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SMX East New York City - PPC Conversion Audits

  1. 1. By Bizresearch Laura Thieme October 2009 Twitter.com/bizresearchlmt Six Ways to Cut Your PPC Budget by $140k or 15% or more
  2. 2. Bizresearch Leadership <ul><li>12 Year Veteran of Search Marketing & Analytics </li></ul><ul><li>Speaker 30+ U.S. & Int’l SES & SMX conferences </li></ul><ul><li>Contributed to SEMPO’s PPC Advanced Analytics </li></ul><ul><li>Developed & taught Search Marketing at Fisher College of Business (Ohio State) </li></ul><ul><li>OSU Graduate </li></ul>Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
  3. 3. PPC Audit Observations <ul><li>13-months of data per account </li></ul><ul><ul><li>Keywords (KWs) with ZERO conversions </li></ul></ul><ul><ul><li>Higher than accepted cost per conversion </li></ul></ul><ul><ul><li>Broad and/or Content Match </li></ul></ul><ul><ul><li>Lack negative match updates </li></ul></ul><ul><ul><li>Low cost brand terms could be expanded </li></ul></ul><ul><ul><li>Low CTR or CVR or average position </li></ul></ul>Twitter.com/bizresearchlmt www.bizresearch.com
  4. 4. Customer Challenge #1 Exceeding acceptable CPA levels & overall budget; forced to shut down PPC by 23 rd /month Currently in-house PPC management Twitter.com/bizresearchlmt www.bizresearch.com
  5. 5. Customer Challenge #2 CTR was in the tank… < 1% Twitter.com/bizresearchlmt www.bizresearch.com
  6. 6. <ul><li>Pull 13 Months PPC KPIs </li></ul><ul><li>Declining Conversions? </li></ul>Annual PPC Conversion Audit Rising Cost Per Sale? Twitter.com/bizresearchlmt www.bizresearch.com
  7. 7. $53k 0 Orders $281k Spend Avg CPA $35 4+ Conversions/KW 8,110 Orders $143k Spend Avg CPA $28 20+ Conversions/KW 5,163 Orders Profitable KWs $53k in Ad Spend = Zero Orders Non Conv KWs $85k Avg CPA >$125 Twitter.com/bizresearchlmt www.bizresearch.com
  8. 8. Solutions Broad & Phrase Match provide ideas of KWs to add & exclude Google has “see search terms” on keywords with clicks Manage your negative keyword list Why should you care about negative matches? Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
  9. 9. . 17% CTR, 2% CVR, $225 CPA <ul><li>“ make a cartoon online” </li></ul><ul><li>“ I f..ken love coloring” </li></ul><ul><li>“ Picture of make love” </li></ul><ul><li>Childrens face painting design” </li></ul><ul><li>Punk rock fashion design </li></ul>Twitter.com/bizresearchlmt www.bizresearch.com
  10. 10.
  11. 11. Increase CTR & CVR Lower CPA in 1 Month Twitter @bizresearchlmt www.bizresearch.com
  12. 12. Tools Needed for PPC Cleanup <ul><li>Adwords Editor and </li></ul><ul><li>Any search analytics tool that enables monthly and seasonal visual trend analysis down to the keyword level </li></ul><ul><li>4-6 hour chunks of time where you can concentrate on improvements </li></ul>Twitter.com/bizresearchlmt www.bizresearch.com
  13. 13. <ul><li>Increase visibility for terms that consistently convert (13 months) </li></ul>Goal: Significantly lower cost per conversion, cut terms that don’t convert Twitter.com/bizresearchlmt www.bizresearch.com
  14. 14. <ul><li>Perform a 13-month trend analysis & consider attribution accuracy </li></ul>If you want to keep your job, please proceed with caution Twitter.com/bizresearchlmt www.bizresearch.com
  15. 15. Use trend analysis tools where you can see organic vs paid search, down to keyword level & then cross-check your data with another source Twitter.com/bizresearchlmt Bizresearch www.bizresearch.com
  16. 16. If time permits Two more tips to improve PPC Conversions & lower costs
  17. 17. Many Per Click in Adwords Twitter @bizresearchlmt www.bizresearch.com 1,020 conversions vs 1,084 $5 Cost Per Conversion Difference
  18. 18. Increase Brand Conversions Twitter @bizresearchlmt www.bizresearch.com Don’t turn off brand terms & expand Easy to prove value
  19. 19. Thank you Twitter.com/bizresearchlmt www.bizresearch.com Thank you!

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