Amazing PPC Tactics - Danuloff - SMX London - ClickEquations

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5 Tactics to improve paid search results, Presented by Craig Danuloff of ClickEquations at SMX Advanced in London, May 2010. Discusses search queries, match types, brand keywords, impression share, and quality score.

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Amazing PPC Tactics - Danuloff - SMX London - ClickEquations

  1. 1. Five Amazing PPC Tactics From High-Resolution PPC Craig Danuloff C i D l ff President, ClickEquations Inc.
  2. 2. Intelligent Paid Search Platform ClickEquations enables you to manage all aspects o you accou s a age a aspec s of your accounts more easily • Campaign management with bulk editing and easy-to-use optimization • Powerful bid management created with experts from the Wharton School • Best in class analytics for advanced and automated reporting • And ClickEquations makes it all easy through Segments, Adviser, and Analyst Learn More: www ClickEquations com www.ClickEquations.com Free Resources: www.ClickEquations.com/Learn © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
  3. 3. The Tactics: 1. Query Mining 2. Match Type Keyword Trap 3. I l t Brand K Isolate B d Keywords d 4. Manage Impression Share 5. Respect the Economics of Quality Score © Copyright 2009 ClickEquations Inc. All Rights Reserved
  4. 4. Keywords Don’t Matter Search Queries Do 4  Keywords are just magnets you use to attract search queries  Search Queries review true intent  Search Queries are the ultimate keyword research tool. y © Copyright 2009 ClickEquations Inc. All Rights Reserved
  5. 5. Mining Search Queries to Improve Targeting • Mine queries for negative q g keywords • Mine queries for new phrase and exact match keywords k d • Create new campaigns and ad groups to better align queries with ad copy © Copyright 2009 ClickEquations Inc. All Rights Reserved
  6. 6. Search Query Reporting • Query count reporting tells how many different q queries matched each keyword • N b Numbers hi hli ht highlight the need to expand negatives and promote phrase and exact match keywords • Alerts when queries per keyword exceed targets © Copyright 2009 ClickEquations Inc. All Rights Reserved
  7. 7. Search Query Mining Benefits • More impressions • Less waste • Bigger CTRs • Better quality score ette qua ty sco e • Higher positions • Lower CPCs • More accurate reports • Spend less p • Make more © Copyright 2009 ClickEquations Inc. All Rights Reserved
  8. 8. Build Yourself A B ild Y lf Match Type Keyword Trap © Copyright 2009 ClickEquations Inc. All Rights Reserved
  9. 9. Match Type Alternatives Exact (rifle) Phrase (shotgun) Broad (bomb) Automatic (black hole) © Copyright 2009 ClickEquations Inc. All Rights Reserved
  10. 10. Our Challenge Selecting a Match Type is a balance between the benefits of progressively more di diverse queries vs the risk i h i k of progressively more diverse q p g y queries © Copyright 2009 ClickEquations Inc. All Rights Reserved
  11. 11. Search Queries premium dog food brands in topeka kansas natural frozen puppy food where to buy premium dog food baldwin county, premium dog food organic dog food for skin allergies natural dog food www.organic dog food healthy dog food all natural dog food and allergies all natural dog food natural dog food brands evo dog food all natural puppy food brands premium natural dog food whole dog food pantry nutritious puppy food royal canin dog food sensitive stomach pets premium all natural dog food innova natural dog food natural frozen dog food humane organic cannine food premium dog food cheap nutritious dog food natural puppy food natural dog food brands healthy dog food all natural dog food brands all natural dog food dog food sensitive stomach healthy natural dog food Dog Food is rachel ray dog food made in the usa top organic dog food companies dog food "made in the usa" natural frozen dog food all natural dog food ratings anmal food supplements natural puppy food brands dry dog food supplement all natural dog food brands brandon farms naturals dog food top all natural dog food brands dognfood canned dog food sensitive stomach natural anti-fungal cream for canines best dog food bowl naturaldogfood dog food bowl holder made with tree branches organic grain free dog foods hanging metal dog food bowl "nature's logic" pedal operated dog food bowl brandon farms dog food premium natural dog food en dog food premium organic dog food top best dog foods eco friendly dog food whole foods organic dog food eco-friendly puppy food best weight control dog foods seafood
  12. 12. Dog Food Your Broad Match Keyword Quality Score = 5 Bid = $1.00 p premium all natural dog food g Competitors’ Exact Match [Premium All Dog Food] Keyword Quality Score = 8 Bid = $1.00
  13. 13. Exact Match Beats Phrase Match Beats Broad Match © Copyright 2009 ClickEquations Inc. All Rights Reserved
  14. 14. The Match Type Keyword Trap T pe Ke ord © Copyright 2009 ClickEquations Inc. All Rights Reserved
  15. 15. The Match Type Keyword Trap T pe Ke ord © Copyright 2009 ClickEquations Inc. All Rights Reserved
  16. 16. Equalize Return 10% CConv R t Rate Exact $1.00 CPC 100 Clicks / $100 Cost $10 per CPA 5% Conv Rate $0.50 CPC Phrase 100 Clicks / $50 Cost $10 CPA 1% CConv R t Rate $0.10 CPC Broad 100 Clicks / $10 Cost $10 CPA © Copyright 2009 ClickEquations Inc. All Rights Reserved
  17. 17. Tune The Trap • Watch Search Queries • Add Negative Keywords • Add New Keywords y • Promote Keywords to Phrase/Match • Adjust Bid Changes • All Match Types in Separate Ad Groups © Copyright 2009 ClickEquations Inc. All Rights Reserved
  18. 18. Isolate Your Brand Keywords © Copyright 2009 ClickEquations Inc. All Rights Reserved
  19. 19. Brand Keywords Are Different  They have low Costs Per Click Costs-Per-Click  They get high Quality Scores  The get spectacular CPCs spectac lar  These numbers radically distort metrics in your Ad Groups and Campaigns © Copyright 2009 ClickEquations Inc. All Rights Reserved
  20. 20. A Sample Brand Structure  Camp: Brand Keywords  Camp: Brand-Related Keywords  AG: Pure Brand  AG: Brand Economics  ClickEquations  ClickEquations pricing  Click Equations  ClickEquations setup fee  AG: Brand Misspell  AG: Brand+People  ClickEuations  ClickEquations Danuloff  ClikEquations  ClickEquations Holt  AG Brand Navigation g  AG: Brand+Categories g  ClickEquations Website  ClickEquations search platform  www.clickequations.com  ClickEquations search software  AG: Brand Plus  ClickEquations bid algorithms  ClickEquations revenue attribution  And negative your brand term in all other campaigns © Copyright 2009 ClickEquations Inc. All Rights Reserved
  21. 21. Impression Share: When Keywords Fail 21  You buy the keyword.  People type queries that match. match  Your ad doesn’t display. © Copyright 2009 ClickEquations Inc. All Rights Reserved
  22. 22. Impression Share Reports © Copyright 2009 ClickEquations Inc. All Rights Reserved
  23. 23. Impression Share Exact © Copyright 2009 ClickEquations Inc. All Rights Reserved
  24. 24. The Value of Lost IS Exact © Copyright 2009 ClickEquations Inc. All Rights Reserved
  25. 25. Regaining Lost Impression Share • ISLost-Budget ISL t B d t • Raise your budget • ISLost-Rank • Rank = Bid x Quality Score • Raise your bid and/or Quality Score • Do You Want To Regain it? • Match Type – Too Broad • Irrelevant Keywords (all MTs) y ( )
  26. 26. The Economics of Quality Score © Copyright 2009 ClickEquations Inc. All Rights Reserved
  27. 27. The E Th Economics i of Quality Score © Copyright 2009 ClickEquations Inc. All Rights Reserved
  28. 28. For More Information Clickequations.com/blog Twitter.com/clickequations Facebook.com/clickequations Facebook com/clickequations Website: www.clickequations.com Youtube.com/clickequations Email: sales@clickequations.com Phone: (866) 360-0220 © Copyright 2009 ClickEquations Inc. All Rights Reserved
  29. 29. Learn More High Resolution High-Resolution PPC from our free e-book: Download Your Copy Today! www.clickequations.com/ebook “The l “Th glory of paid search i h f id h is hyper relevance l and how absolutely data driven it is. If your goal is to be the best you can be at paid search, then your path goes through this book. Avinash Kaushik - Author: Web Analytics 2.0
  30. 30. © Copyright 2009 ClickEquations Inc. All Rights Reserved

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