Reaching Peak PPC Performance - Jeff Allen at SMX East

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Reaching Peak PPC Performance - Jeff Allen at SMX East

  1. 1. Reaching Peak PPC Performance Whipping Existing Accounts into Shape.
  2. 2. Jeff Allen Talking About Quality Score? I feel a little like Bill Murray telling Bugs Bunny how to dunk in front of MJ right now.
  3. 3. #BradBoosJeff
  4. 4. Clear Your Blinders
  5. 5. The Best Practices Spiral Best Practices Line Good Boring Stuff Happening Newbie Good Creative Stuff Happening 2-3 years in PPC
  6. 6. Geo-Targets
  7. 7. Cost to Conversion Threshold Blast that Fat, Fast! Pause keywords that over the past year have: • 0 conversions & spent >4x CPA goal • 1 conv. & spent >3x goal Cut $20k of wasted spend • 2 conv. & spent >2.5x goal in 15 minutes. • 3 conv. & spent >2x goal • 4 conv. & spent >1.5x goal
  8. 8. Shared Library Utilization
  9. 9. Conclude Ad Tests If ad tests have reached statistical significance, conclude them! Run the best ad until you get to ad writing again.
  10. 10. Quality Score+
  11. 11. QS… a.k.a Get My Comeuppance
  12. 12. QS Analysis Pre-break Out
  13. 13. Keywords Per Ad Group Strategy: Break out top 25 keywords by impressions into ad groups with only 1 keyword.
  14. 14. QS Analysis Post-break Out No 1-2 QS 3x QS 10
  15. 15. 7-days later
  16. 16. Conversions Pre/Post-break Out 30-day periods pre/post-break out
  17. 17. #CPLisforSissies
  18. 18. Here’s Where the “+” Comes in Exact Match Ad Group Phrase Match Ad Group Winner in the exact match ad group has a CTR that is 50% lower than the winner in the phrase match ad group.
  19. 19. Here’s Where the “+” Comes in Exact Match Ad Group Exact Match/Diff Order Ad Group Winner in exact match but different order ad group is 3 full percentage points higher!
  20. 20. Impact on Conversions 432 extra conversions just by having the right ad in front of the right person.
  21. 21. Thank You! Jeff Allen Account Director Hanapin Marketing @JeffAllenUT

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