5 Fundamentals of Launching A New PPC Account
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Top 5 advanced fundamentals of launching a new PPC account. Setting expectations, account architecture, trafficking your account, tracking, and setting a schedule. These are tips from a seasoned Paid Search professional.
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5 Fundamentals of Launching A New PPC Account
- 1. Top 5 Fundamentals of Launching A New PPC Account {Search Snippets} – August 29, 2012 Presented by: Jordon Meyer Webs: JordonMeyer.com Twits:@jordonmeyer
- 3. Paid Search or Organic Photo: Miguel Salcido
- 4. • Setting Expectations • Architecture • Trafficking • Tracking • Schedule
- 6. SEATTS + An Extra T
- 8. Setting Expectations • In-house or Agency – Needs to Happen. – KPIs – Goals – Revenue Expectations (eCom) • ROAS vs ROI • ROI includes COGS, Overhead, & who knows what else. – Use ROAS When Possible • Not because it makes you look better. Because it’s a better measurement of the channel.
- 9. Setting Expectations ad spend cpc clicks conv rate orders avg cart net sales gain / loss solution $500 $1.55 323 2% 6 $25 $161.29 ($338.71) Original Proposal Spend More $2,500 $1.55 1613 2% 32 $25 $806.45 ($1,693.55) Increase Average Order Value $500 $1.55 323 2% 6 $50 $322.58 ($177.42) Increase AOV & Conv Rate $500 $1.55 323 4% 13 $50 $645.16 $145.16 Increase AOV, Conv Rate & $2,500 $ 1.55 1613 4% 65 $50 $3,225.81 $725.81 Spend
- 10. Architecture Plan For The Future
- 11. PPC Skyscraper
- 12. Architecture
- 13. Architecture
- 14. Architecture
- 15. Trafficking
- 16. Trafficking
- 17. Trafficking Start Off Small Take Baby Steps Walk Before You Run “Just Tap It In”
- 18. Trafficking + very targeted [keywords] = High CTR Impressions High CTR (+ quality LP & Ad) = High Quality Score High QS = Low(er) CPCs Quality Account
- 19. Trafficking Use Daily Budgets! If you don’t, you are setting yourself up to fail. Bad Ideas for Budget Control Keyword bids, gut feel, pausing/unpausing
- 20. 6 Tracking / 5 Reporting 4 Reports 3 Are Fun 2 1 0 If You Don't Report At Least Track
- 21. • Google Analytics Tracking / – No Brainer for SMBs Reporting
- 22. 6 Tracking / 5 Reporting 4 The ONLY GA Partner in Minnesota! http://www.google.com/analytics/partners/index.html Reports 3 Are Fun 2 1 0 If You Don't Report At Least Track
- 23. Schedule
- 24. Schedule Keyword Expansion Ad Copy updates • Negatives • A/B Tests • Positives • Seasonal ads • Match Type • New Value Props Settings Audit Display Network • Network • Managed Placements • Delivery Method • Add Negative Sites • Schedule • Update Ads • Geo Targets Reporting Landing Page / Destination URL • Clear some time • Audit • A/B Tests
- 25. Thank You! Presented by: Jordon Meyer Webs: JordonMeyer.com Twits:@jordonmeyer {Search Snippets} – August 29, 2012