Atlanta SEO Meetup - PPC Optimization Lifecycle

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Please enjoy this copy of a presentation I made to the Atlanta SEO Meetup group about how to optimize your Google Adwords (PPC) campaigns and much more.

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Atlanta SEO Meetup - PPC Optimization Lifecycle

  1. 1. Never Stop Optimizing <ul><li>The PPC Optimization Life Cycle </li></ul>Monday August 17th, 2009
  2. 2. How SEOs Spend Their Time
  3. 3. PPC Ad Spend is expected to increase by 20% this year 20%
  4. 4. Technologist Marketer Statistician SEO Analytics Consultant Social Media Marketer PPC Specialist
  5. 5. PPC Optimization Life Cycle
  6. 7. Finding Better Keywords <ul><li>What are better keywords? </li></ul><ul><li>Discovering new verticals & niche markets </li></ul><ul><li>Consistent Competitive Analysis </li></ul><ul><li>How to Identify Commercial Intent </li></ul>
  7. 8. Let’s test the term: “ Baby Gift”
  8. 9. Better Keywords?
  9. 10. Discover New Verticals & Niche Markets
  10. 11. Competitive Analysis
  11. 12. Commercial Intent http://adlab.microsoft.com/Online-Commercial-Intention
  12. 14. Build Stronger Campaigns <ul><li>Campaign Setup Requirements </li></ul><ul><li>Target Buyers </li></ul><ul><li>Understand Match Types (Broad, Phrase, Exact, Negative, and Embedded ) </li></ul>
  13. 15. Campaign Setup Requirements
  14. 16. Always run two campaigns <ul><li>Live (Original) Campaign </li></ul><ul><li>Test (New) Campaign </li></ul>* Don’t overlap keywords
  15. 17. Audience <ul><li>Keep locations as precise as possible </li></ul><ul><li>Separate locations need separate campaigns </li></ul>
  16. 18. Network <ul><li>Keep it simple at the beginning for testing purposes </li></ul><ul><li>Content Network keyword strategies and Ads differ greatly from Search Network. </li></ul>
  17. 19. Bidding and Budget <ul><li>Bidding Option should be Manual </li></ul><ul><li>Don’t trust Google to optimize your campaign until you know how to do it yourself first. </li></ul><ul><li>Stick with a budget that you feel comfortable </li></ul><ul><li>Position Preference ON </li></ul>
  18. 20. Delivery Method <ul><li>Start with Standard Delivery </li></ul>* Only on “Full” Budget <ul><li>Switch to Accelerated after Testing * </li></ul>
  19. 21. Ad Delivery / Rotation <ul><li>Keep scheduling open until testing is over </li></ul><ul><li>DO NOT let Google Optimize your Ad Rotation </li></ul><ul><li>Select “Rotate” to show ads evenly </li></ul>
  20. 22. Target Buyers
  21. 23. Target Buyers <ul><li>Start with ONE keyword in your test campaign </li></ul><ul><li>Don’t worry about volume (yet). </li></ul><ul><li>Traffic is EASY </li></ul><ul><li>Long Tail Keywords </li></ul>
  22. 24. Long Tail Keywords <ul><li>i.e. “Polka Dot Boat Shoe” </li></ul>High Cost High Volume Low Profit Low Cost Low Volume High Profit
  23. 25. Match Types <ul><li>Broad baby gifts (i.e. sexy baby dollhouse gift) </li></ul><ul><li>Phrase “baby gifts” (i.e. personalized gift for baby) </li></ul><ul><li>Exact [baby gifts] (i.e. baby gifts) </li></ul><ul><li>Negative - sexy or - handmade </li></ul><ul><li>Embedded?! </li></ul>DANGER!
  24. 27. What is Embedded Match? <ul><li>Ad Group 1: Exact Match [baby gifts] </li></ul><ul><li>Ad Group 2: Phrase Match “baby gifts” -[baby gifts] </li></ul><ul><li>Ad Group 3: Broad Match baby gifts - “baby gifts” </li></ul>
  25. 29. Write Better Ads <ul><li>How Google Ranks Ads </li></ul><ul><li>The Google Auction Formula </li></ul><ul><li>Quality Score </li></ul><ul><li>Multi-Variant Testing </li></ul><ul><li>Making a Great Offer </li></ul>
  26. 30. From Google’s Perspective Ad #1 = 10 cents per click Ad #2 = 20 cents per click Ad #1 gets 10% CTR 100 Displays = $1.00 for Google Ad #2 gets 4% CTR 100 Displays = 80 cents for Google Ad # 1 is more PROFITABLE for Google!
  27. 31. The Google Auction Formula
  28. 32. Quality Score <ul><li>CTR </li></ul><ul><li>Relevancy of Ad compared to User’s Search Query </li></ul><ul><li>Landing Page Quality </li></ul><ul><li>Historical Performance of Ad and Overall Campaign </li></ul><ul><li>Google Secret Sauce </li></ul>
  29. 33. Introducing the Auction for Clicks 1. 2. 3. Max Bid Price Paid $4.00 $3.00 $2.00 Min Bid $2.00 $3.00 Advertisers
  30. 34. Ad Rank 1. 2. 3. Max Bid $4.00 $3.00 $2.00 Advertisers Quality 2 6 10 X = Ad Rank 8 18 20 Position 3 2 1
  31. 35. Determining Click Cost P Q = B Q 1 2 2 1
  32. 36. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 8 6 3 Ad Rank 24 18 9 Actual CPC (18/8) = $2.25 (9/6) = $1.50 min price
  33. 37. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 10 6 3 Ad Rank 24 18 9 Actual CPC (18/10) = $1.80 (9/6) = $1.50 min price
  34. 38. Multi-Variant Testing
  35. 39. Ad Testing <ul><li>50% is a lot to risk for some businesses, try splitting it up. </li></ul><ul><li>The Control gets a ranking bonus from Google (Quality Score) </li></ul>Test Ad Control + 3 Copies
  36. 40. Test Ad
  37. 41. Make a Great Offer
  38. 42. Making a Great Offer <ul><li>Make a Compelling Promise </li></ul><ul><li>Solve the reader’s immediate pain (problem) </li></ul><ul><li>Protect the Reader - With a Warning </li></ul><ul><li>Ask for ACTION </li></ul><ul><li>Demonstrate Ownership Experience (i.e. Put a Smile on your Baby’s face!) </li></ul><ul><li>Avoid terms such as wholesale, free, discount, cheap, etc </li></ul>
  39. 43. Examples Search for “Dog Toys” Search for “Children’s Books” NOT OPTIMIZED NOT OPTIMIZED OPTIMIZED OPTIMIZED
  40. 44. Don’t drive clicks at the expense of conversion
  41. 46. No amount of brilliant PPC Management can help a BAD Landing Page
  42. 47. Landing Page Optimization <ul><li>Call to Action </li></ul><ul><li>Minimal Navigation </li></ul><ul><li>Keep it Above the Fold </li></ul><ul><li>Make it Easy to Read </li></ul><ul><li>Page Load Time </li></ul><ul><li>Use Dynamic Headlines </li></ul><ul><li>PPC Keyword Relevancy </li></ul><ul><li>Shorten Contact Forms </li></ul><ul><li>Test Results </li></ul><ul><li>Rinse and Repeat </li></ul>
  43. 50. Analyzing Results <ul><li>Google Analytics is a MUST </li></ul><ul><li>Metrics to watch </li></ul><ul><li>How will you know you had a good test? </li></ul>
  44. 51. Metrics to Watch <ul><li>Setup Conversion Goals </li></ul><ul><li>Watch Cost Per Conversion </li></ul><ul><li>RPC (Revenue Per Click) </li></ul><ul><li>Long Tail Keyword Performance </li></ul><ul><li>Look for new Exact Match Keywords </li></ul>
  45. 52. Picking a Winner <ul><li>1,000 Ad Impressions for each variation </li></ul><ul><li>20% Difference in results </li></ul><ul><li>Example: Ad 1 CTR = 5%, Ad 2 CTR = 4% </li></ul><ul><li>Not sure? Try SplitTester.com </li></ul>
  46. 54. <ul><li>“ 4 Hour Work Week” Author: Tim Ferris </li></ul><ul><li>Title of Book? Came from Google Adwords Testing! </li></ul>
  47. 55. Thank you! <ul><li>Jason Prance [email_address] </li></ul>Questions?

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