PPC TUNE UP CLINIC                          Beginner Track                          Presented By Brian Jones              ...
Bio  •     14 + yrs in digital marketing  •     10 yrs in search marketing  •     Variety of industries & business sizes  ...
Quick vote  •     How many of you are beginners?  •     How many of you are intermediate?  •     How many of you are advan...
How to tune up your PPC advertising  •     Account Structure                    •   Organic Search  •     Landing Pages   ...
Account StructureVermont Web Marketing Summit, Nov 14, 2012
Account structure  •     Largest impact on account        performance  •     Impacts all other componentsVermont Web Marke...
Campaigns  •     The campaign is the        foundation of your success  •     Do not confuse campaigns        with ad grou...
Ad groups  •     Ad groups create relevancy          –   5 – 10 keywords per ad group          –   2 – 3 ads per ad group ...
3 tips when developing account structure  Tip #1: Do not rush campaign set up               Costly & time-consuming to res...
Landing PagesVermont Web Marketing Summit, Nov 14, 2012
Does your landing page strategy look like this?                                 Ad                                 Ad     ...
Or more like this?                                 Ad          Landing Page                                 Ad          La...
Results                            Question: How do you measure PPC success?Vermont Web Marketing Summit, Nov 14, 2012
Is it this?                            Question: How do you measure PPC success?                                          ...
Or is it this?                            Question: How do you measure PPC success?                                       ...
Search Query ReportsVermont Web Marketing Summit, Nov 14, 2012
Quick vote                     Do you mine your search query report?  •     What is a search query report?  •     I tried ...
Keywords vs. search queriesVermont Web Marketing Summit, Nov 14, 2012
How Can Search Query Data (SQD) Help You?  •     Increase click thru rate  •     Increase conversion rates  •     Increase...
Search query evolution  •     Search engine evolution  •     User evolutionVermont Web Marketing Summit, Nov 14, 2012
One billion searches on Google every day; and 16% of these queries have never been seen beforeVermont Web Marketing Summit...
How to prioritize search query reports  •     Sort by impressions and/or clicks  •     Sort by conversions and CPA        ...
Negative management                                       Warning before adding negatives       Does SQ drive             ...
Ad ManagementVermont Web Marketing Summit, Nov 14, 2012
Ad testing   Creating Ad Copy   1. Choose the element of the ad you want to test (headline, CTA, etc.)      All other elem...
How does ad copy testing work?   Ad Rotation   2. Set ads to rotate evenly in AdWords          By default, AdWords will op...
How does ad copy testing work?   Measuring Results   3. Run ads for 3 – 4 weeks so the sample size can be large enough to ...
How does ad copy testing work?   Next Steps   4. Once the winner has been determined, the losing ad can be edited      to ...
Audience quiz   Which ad has a higher CTR?    Ads   Toyota Bay Area   Huge Toyota Inventory @ Boardwalk   Your SF Bay Area...
Audience quiz   Which ad has a higher CTR?    Ads                                      Clicks   Impressions    CTR   Toyot...
Audience quiz   Which ad has a higher CTR?    Ads   Toyota Atlanta   Your Atlanta Toyota Dealership   Shop Us & Get Your T...
Audience quiz   Which ad has a higher CTR?    Ads                                      Clicks   Impressions    CTR   Toyot...
Audience quiz   Which ad has a higher CTR?    Ads   Ford Lease Specials   Shop Our Ford Lease Deals Online.   Hurry, Great...
Audience quiz   Which ad has a higher CTR?    Ads                                      Clicks   Impressions    CTR   Ford ...
Organic SearchVermont Web Marketing Summit, Nov 14, 2012
Vermont Web Marketing Summit, Nov 14, 2012
Focus on the most important terms first  •     Search queries that are generating significant traffic to your website  •  ...
On-Site SearchVermont Web Marketing Summit, Nov 14, 2012
Vermont Web Marketing Summit, Nov 14, 2012
From these reports you can see  •     How many of your visitors use the search function  •     The search terms your visit...
How to prioritize on-site search query reports  •     Total number of searches  •     Time on site  •     Average pages pe...
Bidding StrategiesVermont Web Marketing Summit, Nov 14, 2012
How important is bidding?  •     It ain’t last on my list by accident!  •     If you do everything correct bidding becomes...
ROI              Relevancy                                         Cost Per                           Quality             ...
Different bidding strategies  •     When developing bidding strategies consider the following          –   Brand vs. non-b...
Thank You.                                           @BrianAllenJones                                        Brian.Jones@d...
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Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

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Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

  1. 1. PPC TUNE UP CLINIC Beginner Track Presented By Brian Jones Senior Manager, Advertising Performance, Dealer.comVermont Web Marketing Summit, Nov 14, 2012
  2. 2. Bio • 14 + yrs in digital marketing • 10 yrs in search marketing • Variety of industries & business sizes • Find me at: Conversions – LinkedIn.com/in/BrianAllenJones CPL – @BrianAllenJones ROAS ROIVermont Web Marketing Summit, Nov 14, 2012
  3. 3. Quick vote • How many of you are beginners? • How many of you are intermediate? • How many of you are advanced?Vermont Web Marketing Summit, Nov 14, 2012
  4. 4. How to tune up your PPC advertising • Account Structure • Organic Search • Landing Pages • On-Site Search • Search Query Reports • Bidding Strategies • Ad ManagementVermont Web Marketing Summit, Nov 14, 2012
  5. 5. Account StructureVermont Web Marketing Summit, Nov 14, 2012
  6. 6. Account structure • Largest impact on account performance • Impacts all other componentsVermont Web Marketing Summit, Nov 14, 2012
  7. 7. Campaigns • The campaign is the foundation of your success • Do not confuse campaigns with ad groupsVermont Web Marketing Summit, Nov 14, 2012
  8. 8. Ad groups • Ad groups create relevancy – 5 – 10 keywords per ad group – 2 – 3 ads per ad group • Keywords – Did you really exhaust all keywords? • Ads – What is the USP? What is the call-to-action? – What are your competitors using?Vermont Web Marketing Summit, Nov 14, 2012
  9. 9. 3 tips when developing account structure Tip #1: Do not rush campaign set up Costly & time-consuming to restructure Tip #2: Understand the function of campaigns vs. ad groups Each have unique capabilities Tip #3: What does the consumer see on the SERP? Keyword or ad? Spend appropriate amount of time on eachVermont Web Marketing Summit, Nov 14, 2012
  10. 10. Landing PagesVermont Web Marketing Summit, Nov 14, 2012
  11. 11. Does your landing page strategy look like this? Ad Ad Landing Page Ad AdVermont Web Marketing Summit, Nov 14, 2012
  12. 12. Or more like this? Ad Landing Page Ad Landing Page Ad Landing Page Ad Landing PageVermont Web Marketing Summit, Nov 14, 2012
  13. 13. Results Question: How do you measure PPC success?Vermont Web Marketing Summit, Nov 14, 2012
  14. 14. Is it this? Question: How do you measure PPC success? Impressions Clicks CTRVermont Web Marketing Summit, Nov 14, 2012
  15. 15. Or is it this? Question: How do you measure PPC success? Conversions CPL ROAS ROIVermont Web Marketing Summit, Nov 14, 2012
  16. 16. Search Query ReportsVermont Web Marketing Summit, Nov 14, 2012
  17. 17. Quick vote Do you mine your search query report? • What is a search query report? • I tried but it was too difficult and confusing • Every few months • WeeklyVermont Web Marketing Summit, Nov 14, 2012
  18. 18. Keywords vs. search queriesVermont Web Marketing Summit, Nov 14, 2012
  19. 19. How Can Search Query Data (SQD) Help You? • Increase click thru rate • Increase conversion rates • Increase quality score • Lower CPAVermont Web Marketing Summit, Nov 14, 2012
  20. 20. Search query evolution • Search engine evolution • User evolutionVermont Web Marketing Summit, Nov 14, 2012
  21. 21. One billion searches on Google every day; and 16% of these queries have never been seen beforeVermont Web Marketing Summit, Nov 14, 2012
  22. 22. How to prioritize search query reports • Sort by impressions and/or clicks • Sort by conversions and CPA – Add new targeted keywords – Add keywords to excludeVermont Web Marketing Summit, Nov 14, 2012
  23. 23. Negative management Warning before adding negatives Does SQ drive Should it No Yes Why conversions? convert?Vermont Web Marketing Summit, Nov 14, 2012
  24. 24. Ad ManagementVermont Web Marketing Summit, Nov 14, 2012
  25. 25. Ad testing Creating Ad Copy 1. Choose the element of the ad you want to test (headline, CTA, etc.) All other elements of the ads will remain identical. Toyota of Boston Toyota of Boston Shop Our Huge Toyota Inventory Shop Our Huge Toyota Inventory Online & Save with our ePricing. Online View Current Specials. www.DDCMotors.com www.DDCMotors.comVermont Web Marketing Summit, Nov 14, 2012
  26. 26. How does ad copy testing work? Ad Rotation 2. Set ads to rotate evenly in AdWords By default, AdWords will optimize your ads for clicks and start showing ads with a better CTR more often. For ad copy testing, we need ads to rotate evenly so that we have even sample sizes for our test.Vermont Web Marketing Summit, Nov 14, 2012
  27. 27. How does ad copy testing work? Measuring Results 3. Run ads for 3 – 4 weeks so the sample size can be large enough to establish statistical significance. Free online calculators help determine the winner. EXAMPLE: SplitTester.comVermont Web Marketing Summit, Nov 14, 2012
  28. 28. How does ad copy testing work? Next Steps 4. Once the winner has been determined, the losing ad can be edited to continue testing Toyota of Boston Toyota of Boston Shop Our Huge Toyota Inventory WINNER Shop Our Huge Toyota Inventory Online & Save with our ePricing. Online & Save with our ePricing. www.DDCMotors.com www.DDCMotors.com Toyota of Boston Toyota of Boston Shop Our Huge Toyota Inventory LOSER Shop Our Huge Toyota Inventory Online & View Current Specials. Online & View Lease Specials. www.DDCMotors.com www.DDCMotors.comVermont Web Marketing Summit, Nov 14, 2012
  29. 29. Audience quiz Which ad has a higher CTR? Ads Toyota Bay Area Huge Toyota Inventory @ Boardwalk Your SF Bay Area Toyota Dealership www.ToyotaBoardwalk.com Toyota Dealer Bay Area Huge Toyota Inventory @ Boardwalk Your SF Bay Area Toyota Dealership www.ToyotaBoardwalk.comVermont Web Marketing Summit, Nov 14, 2012
  30. 30. Audience quiz Which ad has a higher CTR? Ads Clicks Impressions CTR Toyota Bay Area Huge Toyota Inventory @ Boardwalk Your SF Bay Area Toyota Dealership 168 1,863 9.02% www.ToyotaBoardwalk.com Toyota Dealer Bay Area Huge Toyota Inventory @ Boardwalk Your SF Bay Area Toyota Dealership 118 1,652 7.14% www.ToyotaBoardwalk.comVermont Web Marketing Summit, Nov 14, 2012
  31. 31. Audience quiz Which ad has a higher CTR? Ads Toyota Atlanta Your Atlanta Toyota Dealership Shop Us & Get Your Toyota ePrice www.ToyotaMotors.com Toyota Atlanta, GA Your Atlanta Toyota Dealership Shop Us & Get Your Toyota ePrice www.ToyotaMotors.comVermont Web Marketing Summit, Nov 14, 2012
  32. 32. Audience quiz Which ad has a higher CTR? Ads Clicks Impressions CTR Toyota Atlanta Your Atlanta Toyota Dealership Shop Us & Get Your Toyota ePrice 168 1,863 9.02% www.ToyotaMotors.com Toyota Atlanta, GA Your Atlanta Toyota Dealership Shop Us & Get Your Toyota ePrice 118 1,652 7.14% www.ToyotaMotors.comVermont Web Marketing Summit, Nov 14, 2012
  33. 33. Audience quiz Which ad has a higher CTR? Ads Ford Lease Specials Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. www.FordMotors.com Ford Lease Deals Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. www.FordMotors.comVermont Web Marketing Summit, Nov 14, 2012
  34. 34. Audience quiz Which ad has a higher CTR? Ads Clicks Impressions CTR Ford Lease Specials Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. 185 848 21.82% www.FordMotors.com Ford Lease Deals Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. 109 826 13.20% www.FordMotors.comVermont Web Marketing Summit, Nov 14, 2012
  35. 35. Organic SearchVermont Web Marketing Summit, Nov 14, 2012
  36. 36. Vermont Web Marketing Summit, Nov 14, 2012
  37. 37. Focus on the most important terms first • Search queries that are generating significant traffic to your website • Search queries that are generating sales and revenue • Search queries that drive sales for high-margin productsVermont Web Marketing Summit, Nov 14, 2012
  38. 38. On-Site SearchVermont Web Marketing Summit, Nov 14, 2012
  39. 39. Vermont Web Marketing Summit, Nov 14, 2012
  40. 40. From these reports you can see • How many of your visitors use the search function • The search terms your visitors use • How your visitors engaged with your site as a result of their searchesVermont Web Marketing Summit, Nov 14, 2012
  41. 41. How to prioritize on-site search query reports • Total number of searches • Time on site • Average pages per visitor • ConversionsVermont Web Marketing Summit, Nov 14, 2012
  42. 42. Bidding StrategiesVermont Web Marketing Summit, Nov 14, 2012
  43. 43. How important is bidding? • It ain’t last on my list by accident! • If you do everything correct bidding becomes MUCH less critical • Bidding is important for accounts that are: – Poorly organized and managed – Very mature large accounts with significant dataVermont Web Marketing Summit, Nov 14, 2012
  44. 44. ROI Relevancy Cost Per Quality Click Score PositionVermont Web Marketing Summit, Nov 14, 2012
  45. 45. Different bidding strategies • When developing bidding strategies consider the following – Brand vs. non-brand – Cost per lead vs. ROAS vs. ROI – Attribution models – Phone calls – Core business vs. outliers – Keyword intentVermont Web Marketing Summit, Nov 14, 2012
  46. 46. Thank You. @BrianAllenJones Brian.Jones@dealer.com Linkedin.com/in/brianallenjonesVermont Web Marketing Summit, Nov 14, 2012

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