The document discusses hard core tactics for pay-per-click (PPC) advertising, including using all available ad extensions to increase click-through rates, targeting ads across multiple platforms like Gmail and YouTube, setting up remarketing lists in Adobe Audience Manager, and optimizing campaigns through keyword funneling and predictive modeling. The presentation provides examples of how these techniques helped one company increase revenue per click and return on investment for their Adobe Creative Cloud campaigns.

1. Hard Core PPC Tactics
Hard Core PPC Tactics
Presented by: Maria Corcoran
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67
Accounts
42
Countries
200,000
Ads
20+
Languages
540,000
Keywords

3. Are you hard core?
Are you where your clients are
and serving them the most
relevant experience possible?
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4. How to stand out in the crowd?
Take advantage of all of the tools at your exposure
Ad extensions Additional avenues
of exposure
Messaging consistent
and on point
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5. Think you don’t need Ad Extensions?
 Ad extensions are part of ranking algorithm!
 Bid + (expected CTR + LP + Ad + Extensions) =
Ad rank
Example: extended headers  8 % increase
in CTR
Example: extended headers + Site Links +
Call out extensions  13% increase in CTR
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6. Site Links and Call Out Extensions
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7. Additional Avenues of Exposure
Gmail Sponsored Promotions
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Video Annotations

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Why RLSAs?
Adobe Creative Cloud
Reinvented tools for a more
Intuitive, connected way of creating.
www.adobe.com/CreativeCloud
Creative Cloud & Students
Students save 50% when you prepay.
$299/yr - Limited time offer.
www.adobe.com/Student+Teacher
Creative Cloud for SMBs
Special Promo: $39.99/mo 2 yr. lock
in price. Hurry! Limited time offer
www.adobe.com/CreativeCloudforSMBs
Adobe Creative Cloud
Get Photoshop plus all creative
tools. 40% off – act now!
www.adobe.com/CreativeCloud
Student
Business
Trialist

10. Creative Cloud RLSA Configuration - tagging
 Requires Google remarketing pixel on every page on site
 Audiences built in silo (display, email, site, etc)
 Requires unique pixel for each audience segment
 Adobe Audience Manager (AAM) as rule builder
 Key Benefits
 No tag implementation on page  integrated with
Adobe Analytics
 Full alignment with Display segments for remarketing
 End-to-end customer experience on the web
 Adobe Audience Manager (AAM) as rule builder
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Business segment (AAM)
Trait 1 Trait 2 Trait 3

11. On Point & Consistent Messaging
Personalization
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13. Search Monetization
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Big brother / Google
Encrypted Search Forced use of “close variants”
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15. Keyword Funneling
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Account
Exact Campaigns
Phrase Campaigns
Modified Broad
Campaigns
Broad Campaigns
Exact Keywords:
Regular & Relevant
Exact Close Variants
Phrase Keywords:
Regular & Relevant
Exact Close Variants
Modified Broad
Keywords
Broad Keywords
Exclude Irrelevant
Exact Close Variants
Negative Exact
Exclude Irrelevant
Phrase Close Variants
Negative Phrase
Negative Phrase

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Keyword Funneling
Account structure and unique keyword
research are extremely important
Reliance on Exact Match

17. Predictive models
Optimization engine
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Optimization Workflow
Optimal Decisions
(bids, budgets,
ads targeting)
Data collection
 Publishers
 (e.g., search engines)
 Tracking cookies
 Advertisers
 3rd party
 ……
 Impressions
 Positions
 Click Through Rate (CTR)
 Clicks
 Cost Per Click (CPC)
 Conversion Rate
 Revenue Per Click
Optimizer
Constraints:
budget, min bid,
max bid, and etc.

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Traditional Metrics
Lead form
submission
Trials/product
downloads
Revenue Cost Of Goods
Sold
Revenue per
Impression
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Metrics Blend
Total time spent
on the site over
multiple visits
Total page views Bounces
across multiple
visits
Page views in
the first visit
Time spent on
the site in the
first visit

20. Better RPC and ROI: Adobe on Adobe
+66.6%
Portfolio A Portfolio B
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RPC ROI
+70.4%
Pre
Post
19.5%
5.7%
RPC ROI
Pre
Post
* * Daily spends are controlled in the analysis. Performance changes may also be partially attributed to other uncontrolled factors, such as
seasonality, trending, special event (e.g., promotion, new product announcement), portfolio composition changes, and etc.
** Effects of seasonality and other factors are partially adjusted through performances of similar portfolios in the same periods

21. TTarargdeittiionnga bl eMyoetnrdic Kseywords
Intent + device + location + audience/demo
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22. AudTireandcietiso NnaOlT M Keetyrwicosrds
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Targeting
 Network Distribution
 Match Type Distribution
 Device Targeting
Budgets
 Account Budgets
 Campaign Budgets
 Keyword Bid Strategy
 Pacing
Content
 Structure
 Ad Extensions
 Ads
 LPs
Paid Search Levers Auditing
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24. Lever Heartbeat Metric Standards Value
Structure Keywords/Ad Group <10
Structure Sitelinks/Campaign >4
Structure Negative
Keywords/Campaign
>5
LP Relevancy # of unique LP
Experience
>3
Ad Rotation Ads/Ad Group >3
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