Allison Schwam, SkullCandy, PPC Tactics Presented at SLCSEM March 2012

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Allison Schwam of SkullCandy.com, presents powerful PPC Tacticsat SLCSEM.org event March 14, 2012

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Allison Schwam, SkullCandy, PPC Tactics Presented at SLCSEM March 2012

  1. 1. + Allison Schwam Paid Search Manager Skullcandy PPC Tactics Account Structure Match Type Quality Score
  2. 2. + NPR: Utah’s Silicon Slopeshttp://www.npr.org/2012/03/12/148252561/on-utahs-silicon-slopes-tech-jobs-get-a-lift
  3. 3. + struc·ture    [struhk-cher]   n  mode of building, construction, or organization; arrangement of parts, elements, or constituents n  a complex system considered from the point of view of the whole rather than of any single part n  anything composed of parts arranged together in some way; an organization. n  the relationship or organization of the component parts of a work of art or literature.
  4. 4. + Case Study: Skullcandy Before Ø  Loose account structure based on synonyms and product type After ü  Rigid account structure based on keyword performance and product attributes
  5. 5. + Naming Convention: ie Keyword TypeBrand:n  Core Brand Terms: Just variations of the brand name “Skullcandy”n  Brand Plus X: Contains Skullcandy or a product name ie “Skullcandy Hesh”n  Non-Brand: Does not contain Skullcandy or a product name ie “DJ Headphones”Reseller:n  Core Brand: Backcountry.comn  Manufacturers: North Face, Patagonia, Marmotn  Non-Brand: Ski Gear, Camping Gear 
  6. 6. + Keyword Type Core Brand Brand Plus X Non-Brand Traffic High Low/Medium Varied CPC Very Low Average Varied ROAS Very High Average Varied QS Very High Strong Varied CTR Very High Strong Low Competition Low Resellers Other Brands Ad Copy General Specific Varied
  7. 7. + Benefits of Structure n  Saves time on reporting n  Creates terminology for effective communication to Directors/Execs n  Visibility into trends n  Easy to prioritize & strategize efforts n  Creates segments for testing n  Buckets like-minded keywords for effective optimizations
  8. 8. + build    [bild]   n  To construct (especially something complex) by assembling and joining parts or materials n  To establish, increase, or strengthen n  To mold, form, or create n  the manner or form of construction
  9. 9. + Broad Match Modifier
  10. 10. + Case Study: Skullcandy Before Ø  Loose account structure based on synonyms and product type Ø  Phrase & exact match After ü  Rigid account structure based on keyword performance and product attributes ü  Broad match modifier
  11. 11. + ExampleSkullcandy Core Brand Keywords [Skullcandy]Skullcandy Product Groups +Skullcandy +Headphones & [Skullcandy Headphones] (Negatives: block product line keywords like “hesh”)Skullcandy Product Lines +Skullcandy +Hesh +Headphones & [Skullcandy Hesh] (Ad Copy: Hesh specific text)
  12. 12. + Keyword Recipe Grow your keyword list: n  Top high volume terms on exact n  Everything else on Broad Match Modifier n  Run Search Query reports and add high volume keywords that aren’t in the account already in on exact n  Bid down their broad match counter part n  Add campaign and ad group keyword negatives n  Manage bids n  Repeat regularly
  13. 13. + Benefits n  Know how people search for the brand n  Serve the best ad copy message n  Direct traffic to the best landing page n  Capture all relevant traffic n  Data for keyword expansion
  14. 14. + Before & After Q4 Impressions Clicks CPC YOY +300% 85% -12% Quality Score Translation % of Total Before % of Total After 1,2,3 Terrible 2.9% .8% 4,5,6 Average 38.4% 31.5% 7,8,9,10 Good/Great 58.7% 67.7%
  15. 15. + Craig Danuloff http://www.clickequations.com/blog/2011/05/getting-quality-score-right/
  16. 16. Thank You

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