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ADVANCED PPC TACTICS <ul><li>Jeff Ferguson // CEO Fang Digital Marketing </li></ul><ul><li>SMX Advanced 2011 </li></ul>
Mr. Holmes, you must  WIDEN YOUR GAZE. “ “
Widen your gaze
78%  insert copy here. Blah blah blah blah
Reveal the deeper beauty
Then go deeper still
DIGGING IN THE DATA
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Fang Digital Marketing PPC Audit </li></ul><ul><ul><li>STRUCTURE </li></ul></u...
<ul><li>Fang Digital Marketing PPC Audit </li></ul><ul><ul><li>STRUCTURE </li></ul></ul><ul><ul><ul><li>Campaign Settings ...
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Kernel of an idea… </li></ul><ul><ul><li>Upon arrival, informed that accounts’...
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Where was ROI going? </li></ul><ul><li>Was trend really based on DoW? </li></ul>
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The first pass: high level </li></ul>
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The second pass: a little deeper </li></ul>
BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The third pass: keep digging </li></ul>
DIGGING IN THE DATA <ul><li>Results </li></ul><ul><ul><li>Increased revenue and margin by 10%  within the first month of t...
DIGGING IN THE DATA <ul><li>How to do the grid </li></ul><ul><ul><li>Useful formulas </li></ul></ul><ul><ul><ul><li>Day of...
DIGGING IN THE DATA <ul><li>How to do the grid </li></ul><ul><ul><li>Run a pivot table against the new data* </li></ul></u...
DIGGING IN THE DATA <ul><li>Warnings… </li></ul><ul><ul><li>This only discovers intra-month trends </li></ul></ul><ul><ul>...
DIGGING IN THE DATA <ul><li>Don’t be lazy with your data, be proactive </li></ul><ul><ul><li>Get out of the habit of daily...
In conclusion, PPC tactics are about the  DETAILS   . *
 
JEFF FERGUSON    Senior Director Online Marketing [email_address] @fangdigital & @countxero & @dead_tree_media
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SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

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SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

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  • Jeff - It was great meeting you and presenting on this panel with you. You're such a pro. :) Very useful tips on date and data analysis. I'm going to take a look in my data to see if I can spot any interesting trends, and take any bidding actions.
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SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies

  1. 1. ADVANCED PPC TACTICS <ul><li>Jeff Ferguson // CEO Fang Digital Marketing </li></ul><ul><li>SMX Advanced 2011 </li></ul>
  2. 2. Mr. Holmes, you must WIDEN YOUR GAZE. “ “
  3. 3. Widen your gaze
  4. 4. 78% insert copy here. Blah blah blah blah
  5. 5. Reveal the deeper beauty
  6. 6. Then go deeper still
  7. 7. DIGGING IN THE DATA
  8. 8. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Fang Digital Marketing PPC Audit </li></ul><ul><ul><li>STRUCTURE </li></ul></ul><ul><ul><ul><li>Campaign Settings </li></ul></ul></ul><ul><ul><ul><ul><li>Targeting by Network and Device </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Geo-targeting </li></ul></ul></ul></ul><ul><ul><ul><li>Campaigns </li></ul></ul></ul><ul><ul><ul><li>Ad Groups </li></ul></ul></ul><ul><ul><ul><li>Keywords and keyword grouping </li></ul></ul></ul><ul><ul><ul><ul><li>Branded and non-branded terms </li></ul></ul></ul></ul><ul><ul><ul><li>Negative terms </li></ul></ul></ul><ul><ul><ul><li>Bids </li></ul></ul></ul><ul><ul><li>CREATIVE </li></ul></ul><ul><ul><ul><li>Number of ads </li></ul></ul></ul><ul><ul><ul><li>Use of KWI </li></ul></ul></ul><ul><ul><ul><li>Landing Pages </li></ul></ul></ul><ul><ul><li>TRACKING </li></ul></ul><ul><ul><ul><li>Bidding strategy </li></ul></ul></ul><ul><ul><ul><li>Tracking Conversion and ROI </li></ul></ul></ul><ul><ul><ul><li>Impression Share and Lost Opportunities </li></ul></ul></ul>
  9. 9. <ul><li>Fang Digital Marketing PPC Audit </li></ul><ul><ul><li>STRUCTURE </li></ul></ul><ul><ul><ul><li>Campaign Settings </li></ul></ul></ul><ul><ul><ul><ul><li>Targeting by Network and Device </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Geo-targeting </li></ul></ul></ul></ul><ul><ul><ul><li>Campaigns </li></ul></ul></ul><ul><ul><ul><li>Ad Groups </li></ul></ul></ul><ul><ul><ul><li>Keywords and keyword grouping </li></ul></ul></ul><ul><ul><ul><ul><li>Branded and non-branded terms </li></ul></ul></ul></ul><ul><ul><ul><li>Negative terms </li></ul></ul></ul><ul><ul><ul><li>Bids </li></ul></ul></ul><ul><ul><li>CREATIVE </li></ul></ul><ul><ul><ul><li>Number of ads </li></ul></ul></ul><ul><ul><ul><li>Use of KWI </li></ul></ul></ul><ul><ul><ul><li>Landing Pages </li></ul></ul></ul><ul><ul><li>TRACKING </li></ul></ul><ul><ul><ul><li>Bidding strategy </li></ul></ul></ul><ul><ul><ul><li>Tracking Conversion and ROI </li></ul></ul></ul><ul><ul><ul><li>Impression Share and Lost Opportunities </li></ul></ul></ul>BIDDING STRATEGY: BEYOND SIMPLE DoW
  10. 10. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Kernel of an idea… </li></ul><ul><ul><li>Upon arrival, informed that accounts’ revenue followed a very predictable day of week pattern </li></ul></ul><ul><ul><li>However, upon further investigation, the ROI for various accounts was not as consistent </li></ul></ul><ul><ul><li>Lesson learned: Don’t trust anecdotal data </li></ul></ul>
  11. 11. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>Where was ROI going? </li></ul><ul><li>Was trend really based on DoW? </li></ul>
  12. 12. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The first pass: high level </li></ul>
  13. 13. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The second pass: a little deeper </li></ul>
  14. 14. BIDDING STRATEGY: BEYOND SIMPLE DoW <ul><li>The third pass: keep digging </li></ul>
  15. 15. DIGGING IN THE DATA <ul><li>Results </li></ul><ul><ul><li>Increased revenue and margin by 10% within the first month of testing </li></ul></ul><ul><ul><li>Increased revenue and margin by 30% within six months after expanding test across multiple accounts </li></ul></ul>
  16. 16. DIGGING IN THE DATA <ul><li>How to do the grid </li></ul><ul><ul><li>Useful formulas </li></ul></ul><ul><ul><ul><li>Day of Week (DOW): </li></ul></ul></ul><ul><ul><ul><ul><li>=WEEKDAY(CELL#,2) </li></ul></ul></ul></ul><ul><ul><ul><li>Week of Month (WOM): </li></ul></ul></ul><ul><ul><ul><ul><li>=INT((DAY(CELL#)-1)/7)+1 </li></ul></ul></ul></ul>
  17. 17. DIGGING IN THE DATA <ul><li>How to do the grid </li></ul><ul><ul><li>Run a pivot table against the new data* </li></ul></ul><ul><ul><li>* Data provided here is FPO </li></ul></ul>
  18. 18. DIGGING IN THE DATA <ul><li>Warnings… </li></ul><ul><ul><li>This only discovers intra-month trends </li></ul></ul><ul><ul><li>Does not take into account intra-year seasonality (holidays, seasons, etc.) </li></ul></ul><ul><ul><li>Spikes can skew data, remove very large spikes from equation </li></ul></ul><ul><ul><li>Compare daily averages across the month with every month in a year to ensure that this really is a trend vs. just a regular averaging. </li></ul></ul>
  19. 19. DIGGING IN THE DATA <ul><li>Don’t be lazy with your data, be proactive </li></ul><ul><ul><li>Get out of the habit of daily tweaking </li></ul></ul><ul><ul><li>Move towards analyzing the data to get ahead of the trends </li></ul></ul><ul><ul><li>Robots are OK, but don’t become a slave to their charms </li></ul></ul><ul><li>Look for local trends within the data </li></ul><ul><ul><li>Seasonality </li></ul></ul><ul><ul><ul><li>Buying seasons, spring thaw, paydays, etc. </li></ul></ul></ul><ul><ul><li>Upcoming events </li></ul></ul><ul><ul><ul><li>Festivals, concert season, etc. </li></ul></ul></ul><ul><li>Find your own WoM </li></ul>
  20. 20. In conclusion, PPC tactics are about the DETAILS . *
  21. 22. JEFF FERGUSON Senior Director Online Marketing [email_address] @fangdigital & @countxero & @dead_tree_media

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