If you're frustrated by poor ROI on your PPC campaigns, root out well-known sources of poor ROI. This "sculpting" method is a proven means of boosting ROI on PPC, and what's more, the method is deceptively simple... yet powerful.

1. Sculpt Your Way to PPC Success:
Maximize ROI by eliminating waste
Bing Ads Connect TO
Oct. 27, 2015
Andrew Goodman

2. Marketing is everything?

3. Stumped?
Try “sculpting” to reveal high intent
interactions

4. 7 ROI-Boosting Quick Wins
1) Getting keywords right: prioritizing match types
2) Eliminate device waste
3) Cut out geo-waste
4) Kill bad ads (and understand why they’re bad)
5) Suss out scary settings
6) Anticipate seasonal lulls
7) Let your campaign sleep at night? Leverage dayparting

5. 1. Get keywords right
by prioritizing match types

6. “Keyword dump,” or surgical precision?
Build a better ad group
Prediction: this ad group is going to suck.

7. Step 1: Define your main “entity”.
In this ad group, simply build around that.

8. Add some other match types.
Also, add “buy words” & geo words.
Memo: there is no perfect method!

9. The power of match types

10. Quick fix for a lame adgroup
• A little elbow grease can make all the difference.
• The original group had broad, poor keyword choices – paused or
bid down
• Don’t dump tons of keywords in, but do add judiciously
• Appropriate level of granularity
• Use the keyword tools; pick and choose clearly-phrased queries
• And does it reflect what’s for sale on the landing page?

11. Get detailed info on actual search queries

12. Search query report:
A jumble of nonconverting queries, yikes.
Diagnose problem. Match types, negatives, mobile bid…?

13. 2. Eliminate device waste.
Normalize KPI’s by device?

14. Are some devices draining your budget?
Run reports by device.

15. Yes, Google’s interface is more
intuitive here. (Also useful to set
baseline assumptions for adjustments.)

16. 3. Cut out geo-waste

17. Root out those geo-culprits

18. Oh, no!
Should we avoid these places?

19. Whole province vs. major cities – conversion
rates May 1 – Oct. 12, 2015
[Canada average: 3.00%]
Province Metro 1 Metro 2 Metro 3 Metro 4
Ontario 3.09% Toronto 3.32% Ottawa 3.35%
Quebec 2.60% Mtl. 2.98% Quebec 2.18% Laval 2.18%
BC 2.77% Vcr. 2.90% West Van 2.62% North Van 3.95% Whistler 9.33%
NB 2.95% Fred’tn 3.89% Moncton 1.93% Saint John 3.80%
Manitoba 2.73% Wpg. 2.65%

20. Geo-facts: Canada
“Spending power of the creative class”?
Source: Statistics Canada, 2013
• Looked at Median Total Income, by family type, by census metropolitan
area – couple families
• Canada median family income, couple families: $84,080
• In order of highest income: Ottawa-Gatineau, Calgary, Edmonton,
Regina, St. John’s, Saskatoon
• Surprises include Greater Sudbury, Oshawa
• In last place on list: Abbotsford-Mission, BC
• Vancouver, Toronto likely quite polarized
• Government & oil/commodities are major themes here for regional
economic prosperity – the latter now in flux!
• Income doesn’t always correlate with e-commerce results, but quite
often does
• Age, gender, family status, jobs, education, tastes, language matter too
• Most major metros on the list are above the average income
– Prosperity is in metro areas, not small town/rural

21. 4. Kill bad ads
(if they are indeed bad)
(and understand why they’re bad)

22. You win vs. the house wins:
the ‘curved space’ issue
• Seek the rare genetic freak “double win”

23. Keep it simple: look at conv. rate first

24. Don’t be fooled: try a longer date range
Double win!!

25. FACTORS INFLUENCING EXPECTED ROI on PPC

26. 5. Suss out scary settings

27. Look inside the box!

28. 6. Anticipate seasonal lulls –
What’s the best way to shift bid
stance “across the board”?

29. Don’t chase seasonal changes:
get out in front of them

30. 7. Always on,
or sometimes off?

31. Should you bid adjust for time of day?
• Optmyzr time/day performance visualization: 52 wks.
• Metric shown: Conv. rate

32. Consider the perils of attribution
vis-à-vis dayparting

33. Did we win?

34. Thank you!