More Related Content Similar to What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced Similar to What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced (20) More from Hanapin Marketing More from Hanapin Marketing (20) What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced1. WHAT $1 MILLION HAS TAUGHT US
ABOUT
ENHANCED CAMPAIGNS
@JeffAllenUT
Jeff.Allen@hanapinmarketing.com
24. COMPUTER CPA SPIKED
DUE TO CHANGES IN AVERAGE
POSITION
avg. pos.
change in impressions
1-1.5
1.5-2
2-2.5
…
3.5-4
4-4.5
+39%
+19%
-6%
-29%
-32%
*Excludes Brand Terms
27. All MOBILE IMPRESSIONS
(avg. pos. = change in impressions)
1-1.5 = +170%
1.5-2 = +101%
2-2.5 = +13%
2.5-3 = +17%
3.5-4 = +5%
*Excludes Brand Terms
28. MOBILE IMPRESSIONS
FOR KW’S AT CPA GOAL
(avg. pos. = change in impressions)
1-1.5 = -16%
1.5-2 = +170%
2-2.5 = -6%
2.5-3 = -63%
3.5-4 = +42%
*Excludes Brand Terms
29. IDEALLY, AD GROUPS WOULD HAVE
ONE KEYWORD PER AD GROUP.
KEYWORD LEVEL MULTIPLIERS
WOULD RENDER THIS OBSOLETE.
31. USE BID MODIFIERS
SPARINGL
Y I E R
.
T
CPA will spike if you use on high
position keywords .
C A M PA I G N S
& ad groups based on performance.