This document summarizes an advanced PPC seminar presented by Frank Coyle and Joe Weller of Point It!, a Seattle-based search marketing firm. The seminar covered strategies for expanding keywords and search networks, improving sales funnel performance through segmentation and plugging leaks, optimizing keyword performance through match type analysis and negative keyword matching, and understanding the Google Quality Score. Attendees were also informed about upcoming Point It! seminars on PPC, SEO, and landing page optimization.

1. Advanced PPC
Frank Coyle & Joe Weller
April 15th, 2009

2. About Point It!
• Seattle-based Search
Engine Marketing Firm
• Incorporated April 2002
• SEO & PPC

3. Point It Seminars
• Logistics
– This webinar will be recorded. Look out for an
email with link by end of week.
– Ask questions via the Question tool
• Heads up
– Point It SEM seminars beginning late May
– PPC, SEO, Landing page optimization
– Lookout for notice in May

4. Advanced PPC
Expansion
Measurement
& Conversion
Improvement

5. Agenda
• Expanding keywords and search networks
• Plugging the leaks in the Sales Funnel
• Segmenting your results to improve
performance
• Keyword performance management
• What’s with the Google Quality Score?

6. Search Based Keyword Tool

7. Search Based Keyword Tool

8. Search Based Keyword Tool

9. Advanced Search

10. Google Insights for Search

11. Aggressive Content Expansion
• Find successful
content pages
• Test Image ads to
achieve more volume
• Display ad builder
• Bid 3x to own entire
sponsored links box
• Look at it as a test
• Measure results and
decide if worth
continuing

12. Content Network Results
Nov-Jan Spend Conversions CPA
Content Network $10,185 295 $34.56
Converting sites $1,851 295
Non-performing sites $8,392 0
• 82% of cost yields zero conversions
• Site exclusion not being used
• Break out and track the content network performance separately

13. Performance Measurement Tip
• Tip: Report to senior management the cost
savings of excluding sites (as well as
improvements to traffic quality) on a
monthly/quarterly/annual basis

14. Search Partner Expansion
Cannot bid separately on Search partners, always tied to Google Search

15. Expanding Search Partners
• Search partners data is aggregated
• No way of knowing which search partner is profitable
• Should you go direct to the partners?
• Use Google Analytics to dig deeper

16. Search Partner Performance

17. Example Domain Parking Site

18. Ensure High Quality
• Can block domain parking sites on Content
AND ON SEARCH NETWORK

19. Expansion Summary
• New Search based Keyword tool
• Google Insights for deeper searches
• Analyze the search partners before going
direct

20. Sales Funnel
Unqualified
Qualified
Hot
Sales

21. Tracking Performance with GA
• It’s not the LP it’s the Funnel that matters
• Set up goals in GA to create the sales funnel
• Finding where the process is broken

22. Google Analytics Funnel
Leak
Leak
Leak

23. Plug the Page Leaks in the Funnel
• Form field drop off
• Measuring what is clicked on & Analyzing user
interaction with site
– Google Analytics Site Overlay
– Crazyegg.com
– Clicktale.com

24. Form Field Drop Off
High
drop-off
at email
address
field

25. CrazyEgg.com
Links
170 clicks RSS NewsFeed

26. ClickTale
• Watch movies of
website visitor actions
– Keystrokes, mouse
actions, etc.
• Heatmaps
– How far do users scroll
down
– What part of pages do
they skip
• Form analytics

27. Sales Funnel Summary
• Plug the leaks
• Find the form drop off points
• Track visitor movements

28. Segmentation

29. Get some Focus
Medium of Visitors
PPC, Organic, Referral
Source
Google, Yahoo, MSN, Ask.com, Direct, Other
Purchase Behavior
Purchasers Non-Purchasers
Site Behavior
# of pages viewed, site search, new vs. returning, time of day, geography

30. Segmentation

31. Segmentation
• Segments: Quick Buyers, Slow Buyers, Average Buyers
• Behavioral Differences:
– # of pages viewed: Average PPC buyers view 25 pages; spend 15
minutes on site, over 3x the site average (All Visitors)
– Site Search behavior: slow & Average PPC buyers use site search
over 2x the site average (All Visitors)
– New vs. Returning: No new quick PPC buyers, slow PPC buyers
are 80% return visitors, average ppc buyers are 60% returning
visitors
– Time of Day: Time of purchase for 3 segments very similar: Sales
Peak at 1pm for Quick buyers, 2pm for Average buyers, & 3pm
for Slow buyers
– Geography: Buyers in 3 segments are evenly distributed
throughout US

32. Keyword Performance Management

33. Save $$$ Immediately
1. Must be tracking conversions
– Lead capture, downloads, sales
2. Conversion analysis
3. Match type analysis

34. Conversion Analysis
• Find the top converting KWs
– 5% vs. 95%
– What to do about the 5% ?
– What to do about the 95% ?

35. Top 10 Converting KWs
Top 6 KWs = 50% of conversions
Keywords Conversions CPA
Computer Camp 390 $7.10
Cybercamp 366 $1.60
Cybercamps 328 $1.53
Summer camp 274 $92.07
Technology camp 273 $12.34
Summer computer camp 178 $5.50
Computer camps 97 $12.78
Camp 71 $128.71
Tagged.com (Content network) 66 $132.68
Summer computer camps 59 $13.84

36. 5 vs. 95
• Break the top 5% into separate LPs
– Of the top 5, there’s likely one that’s above all
others
• For the remaining 95%:
– Look at the bid prices and positions
– It could be the LP, not the KW/ads
– Perform the analysis before pausing

37. Match Type Analysis
Nov-Jan # of KWs Cost Conversions CPA
Exact 8 $2,869 204 $14.00
Phrase 17 $704 56 $12.58
Broad 2,561 $31,724 849 $37.30
Total 2,586
• Excessive use of broad terms
• Few campaign or ad group negative terms being used
• Examine broad searches to find popular search terms
• CPA out of control

38. Measuring Effect of Adding Negatives
• For a B2B Technology client, we noticed a
poor performing keyword (incident reporting
broad match)
• Previous 30 day period ($700 in cost, 4
conversions, $174 CPA)
• Used GA Raw Query Report to identify
negatives

39. GA Report to Add Negatives
•Added
campaign
negatives using
this report
•Result following
OK month: $165 in
OK Cost, $33 CPA &
OK 5 conversions
•81% drop in
CPA
OK
OK

40. Quality Score

41. Quality Score Components
Heard at Google:
•CTR is most important
•About the interplay between these
three elements
•Performance (CTR) drives the
score, so
•Landing Page Content is NOT a
factor in Quality Score
•Keyword Matching Ad Text is
NOT a factor

42. Quality Score Benchmarking
Track
aggregate
changes in
Acct QS
over time
Track # of
keywords
by QS
over time
QS
Indicator
Metric
Monitor
these
impressions

43. Summary
• Expand your KWs with the new Google tool
• Increase sales when you plug the sales funnel
• Gaining further insights with segmentation
• Cost savings with KW performance
management
• QS is all about CTR

44. Q&A
Email:
frankc@pointit.com or joew@pointit.com

45. Point It Seminars
• Point It SEM seminars beginning mid-May
– PPC
– SEO
– Landing page optimization
– Point It Offices
– Evening sessions
– Lookout for notice in May

46. Survey Idea
• Avinash Kaushik, Analytics Evangelist @ Google
• 4 key questions:
– How satisfied are my visitors?
– What are my visitors at my website to do?
– Are they completing what they set out to do?
– If not, why not?
– If yes, what did they like best about the online
experience?
• http://4q.iperceptions.com/
• Also: http://www.kaushik.net/avinash/