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Elizabeth Marsten, Portent Inc.HOW TO SQUEEZE MORE OUT OFEVERY PPC DOLLAR
Most accidents occur in the home          as do most PPC “accidents”
Account Settings  • This is where most people get into the most    trouble the fastest
Search Engines for Today
Networks(where your ads show)  • Adwords- defaults to Search and Display  • adCenter- defaults to Search, Content and    S...
AdWords Search & Display
adCenter Search, Search Partner & Content
Geography  • AdWords- defaults to USA & Canada  • adCenter- defaults to All Locations
AdWords - Geography
adCenter - Geography
Devices
Devices  • Segment by desktop, mobile  • Treat tablets like desktop, unless…  • Segment by carriers, operating systems
Rotate vs. Optimize      Show your different ads in an ad group      in even impressions or let the search      engine dec...
AdWords
adCenter  adCenter starts with rotate by default and over  time, chooses what your best performing ad is  and shows that m...
Ad Delivery
Standard Ad Delivery   Ads are shown evenly throughout the day in   accordance with the daily budget that you’ve   set and...
Accelerated Ad DeliveryAds are shown as often as possible throughout theday until the daily budget runs out.
Using Accelerated to Your Advantage•    Daily budgets caps are never or almost never hit.•    Especially useful if you’ve ...
Ad Scheduling • Turn your campaigns on and off during different   days of the week or hours of the day. • Increase or decr...
AdWords- Ad Scheduling
adCenter- Ad Sceduling
Incremental Bidding   • AdWords: increase OR decrease your max     CPC by time of day or day of the week at the     campai...
AdWords
adCenter
AdCenter – Demographic Bidding
Bidding
Enhanced CPC/ Conversion Optimizer                  Save money. Don’t try this…yetUNLESS:• You have conversion tracking en...
First Page Bid - AdWordsThis means that on average, the maximum CPC bidthat you set for the ad group or keyword isn’t high...
Automated Rules-         Free feature on AdWords• Use rules for keywords, ads, ad groups or campaigns to  raise or lower b...
Automated Rules
Match Types  • Save money and time by utilizing more than    one match type.  • Go broad or modified broad with low    tra...
Match Types- Broad vs. Modified Broad   Modified broad (AdWords only) lets you add an   “anchor” with a + sign to a single...
Using Longtail Keywords  • “Longtail” keywords are typically 3 or more    words.  • Further along in the research process....
Negative Keywords   The best friend to any keyword list
Negative Keywords  •   Free          •   How to  •   Cheap         •   Make  •   Wholesale     •   Create  •   Discount   ...
Surviving the Display/Content Networks
Top 5 Tips•   Set up separate campaigns, never combine with Search.•   Set separate budgets.•   Don’t use the display and ...
Account Structure  • A well structured account is the best way to    save money.  • Campaigns need to be well organized.  ...
Thank You!
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Squeezing the Most out of Every PPC Dollar

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Squeezing the Most out of Every PPC Dollar

  1. 1. Elizabeth Marsten, Portent Inc.HOW TO SQUEEZE MORE OUT OFEVERY PPC DOLLAR
  2. 2. Most accidents occur in the home as do most PPC “accidents”
  3. 3. Account Settings • This is where most people get into the most trouble the fastest
  4. 4. Search Engines for Today
  5. 5. Networks(where your ads show) • Adwords- defaults to Search and Display • adCenter- defaults to Search, Content and Search Partner Networks
  6. 6. AdWords Search & Display
  7. 7. adCenter Search, Search Partner & Content
  8. 8. Geography • AdWords- defaults to USA & Canada • adCenter- defaults to All Locations
  9. 9. AdWords - Geography
  10. 10. adCenter - Geography
  11. 11. Devices
  12. 12. Devices • Segment by desktop, mobile • Treat tablets like desktop, unless… • Segment by carriers, operating systems
  13. 13. Rotate vs. Optimize Show your different ads in an ad group in even impressions or let the search engine decide which one is better and show that one more often.
  14. 14. AdWords
  15. 15. adCenter adCenter starts with rotate by default and over time, chooses what your best performing ad is and shows that more often.
  16. 16. Ad Delivery
  17. 17. Standard Ad Delivery Ads are shown evenly throughout the day in accordance with the daily budget that you’ve set and the maximum CPC you set at the ad group levels.
  18. 18. Accelerated Ad DeliveryAds are shown as often as possible throughout theday until the daily budget runs out.
  19. 19. Using Accelerated to Your Advantage• Daily budgets caps are never or almost never hit.• Especially useful if you’ve increased those daily budgets and still never hit them.• Consistent conversion pattern.• Campaign has only very relevant ad groups in it.• Campaign and ad groups are smaller in scale, less than 20 keywords in total.• Trying to increase impressions, conversions, traffic.
  20. 20. Ad Scheduling • Turn your campaigns on and off during different days of the week or hours of the day. • Increase or decrease bids during specific days of the week or hours of the day.
  21. 21. AdWords- Ad Scheduling
  22. 22. adCenter- Ad Sceduling
  23. 23. Incremental Bidding • AdWords: increase OR decrease your max CPC by time of day or day of the week at the campaign level. • adCenter: increase in increments of 10% at the ad group or campaign level.
  24. 24. AdWords
  25. 25. adCenter
  26. 26. AdCenter – Demographic Bidding
  27. 27. Bidding
  28. 28. Enhanced CPC/ Conversion Optimizer Save money. Don’t try this…yetUNLESS:• You have conversion tracking enabled.• Have a consistent (steady stream) of conversions coming in every day (At least 20).• Don’t care what your CPC is.• You’re CPA focused.• You know what your target CPA is and it doesn’t move up and down much.
  29. 29. First Page Bid - AdWordsThis means that on average, the maximum CPC bidthat you set for the ad group or keyword isn’t highenough to show on the first page of search results.
  30. 30. Automated Rules- Free feature on AdWords• Use rules for keywords, ads, ad groups or campaigns to raise or lower bids and budgets when certain conditions are met.• You choose the conditions. There are a LOT to choose from.• Choose how often the rules run.• Preview the changes that the rule will make when it runs.
  31. 31. Automated Rules
  32. 32. Match Types • Save money and time by utilizing more than one match type. • Go broad or modified broad with low traffic, new keywords. • Use phrase when you’re not sure. • Use exact for high traffic keywords you want to test out.
  33. 33. Match Types- Broad vs. Modified Broad Modified broad (AdWords only) lets you add an “anchor” with a + sign to a single word in a keyword For example: skinny jeans for men Could be: skinny jeans for +men
  34. 34. Using Longtail Keywords • “Longtail” keywords are typically 3 or more words. • Further along in the research process. • Very specific. • Higher converting. • Lower traffic. • Lower CPCs. • They require patience.
  35. 35. Negative Keywords The best friend to any keyword list
  36. 36. Negative Keywords • Free • How to • Cheap • Make • Wholesale • Create • Discount • Download • Printable • Used • What are • Jobs • What is • Careers
  37. 37. Surviving the Display/Content Networks
  38. 38. Top 5 Tips• Set up separate campaigns, never combine with Search.• Set separate budgets.• Don’t use the display and search results together when making decisions- optimize them separately.• Use negative keywords AND negative placements.• Set and focus on goals other than CTR or conversions.
  39. 39. Account Structure • A well structured account is the best way to save money. • Campaigns need to be well organized. • Ad groups need to be tightly themed and not excessive. • Keyword lists terms need to be closely related and not exceed 25 in an ad group.
  40. 40. Thank You!

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