How to Use AdWords Segmentation for Better PPC Results by Amy Hebdon
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Amy Hebdon has been rocking AdWords for over a decade, and is Director of Paid Search at Blast Analytics & Marketing. She has over 10 years experience doing paid search marketing, with a strong background in direct response and revenue generation. She is certified in Paid Search (Google AdWords, Bing, DoubleClick), Conversion Optimization (Market Motive), Value Propositions (MECLABS), and Google Analytics. She works on everything related to paid search accounts, from developing high-level strategies, to budgets and forecasting, to keyword lists and optimizations. Ensuring paid search revenue increases as efficiently as possible is her specialty. She lives in Seattle, WA. Follow her @amyppc Google AdWords gives you an ever-increasing number of targeting options, but the current interface reporting platform can be confusing to downright deceptive. Learn how to use built-in segmentation tools to get the real story on your campaign’s performance.
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How to Use AdWords Segmentation for Better PPC Results by Amy Hebdon
- 1. Unlock the Magic of Segmentation Seattle Search Network @blastam Using just the AdWords Interface! @amyppc
- 2. Use the Magic of Segmentation to: Segmentation
- 3. Use the Magic of Segmentation to: Expertly solve problems Swiftly achieve extraordinary results Become deeply knowledgeable about your account Segmentation
- 5. There is no perfect Pepsi, only perfect Pepsis. -Howard Moskowitz
- 6. verb to “slice and dice” into meaningful, actionable groups noun a meaningful, actionable market or data set Magical segments are meaningful and actionable. Segmentation We’ll use “segment” to mean:
- 7. Don’t be Fooled by Randomness!
- 8. Segmentation Meaningful segments have similar: Meaningful segmentation teaches us: about our audience about our account market segments wants needs demand characteristics data segments behavior settings requirements
- 9. 0 175 350 525 700 u s h w p d f m b t e k g l a c i r q n o v j y x z $19 $22 $51 $22 $32 $22 $25 $24 $49 $33 $23 $106 $62 $35 $71 $59 $29 $45 $14 $42 $32 $38 $95 $126 $0 $0 CPL Leads Segmentation Search Terms: Alphabetically
- 10. Segmentation How to Daypart according to the internet:
- 11. Segmentation Actionable segmentation allows us to make improvements to our account based on what we’ve learned. Thanks a lot, tablets.
- 12. Segmentation How actionable is population data?
- 13. Implement & Take Action Optimize Performance Segment & Analyze Data Segmentation There’s a lot we can do with meaningful, actionable segments
- 14. Segmentation There’s a lot we can do with meaningful, actionable segments Doing Growth Learning + =
- 15. Analysis: What can we learn from our data? Analysis
- 16. Analysis 9 leads from this location extension? Wow! Apply Segment Segments help tell the whole story Oh! It’s actually 0 leads....
- 18. Analysis Any screen gives you multiple ways to view data
- 19. Analysis Most segments can be instantly applied
- 20. Analysis Find Out: How can we unlock secret segments?
- 21. Analysis These segments can be yours once you add them Household Income Universities Airports Central Commercial Areas
- 22. Analysis From “Settings” Tab... Be sure to save!
- 23. Find Out: What can we learn about our customers? Analysis
- 24. Analysis What are our customers looking for? Dimensions: Search Terms
- 25. Analysis How quickly do they take action? Tools: Time lag
- 26. Analysis What actions are our visitors taking? Segment: Conversion name or category
- 27. Analysis What actions are our visitors taking? Segment: Click Type
- 28. Analysis What actions are our visitors taking? Dimensions: Call Details
- 29. Analysis What actions are our visitors taking? Segment: View Type
- 30. Analysis Who are we reaching? Display Tab: Demographics (Use with caution)
- 31. Find Out: What can we learn about ourselves? Analysis
- 32. Analysis Are we consistent in our application of Settings? Dimensions: Campaign Details, Ad Group Details
- 33. Analysis What’s impacting our performance? Dimensions: Top Movers
- 34. Analysis Does SERP location matter? Dimensions: Top v Other
- 35. Analysis Is PPC cannibalizing organic? Dimensions: Paid & Organic
- 36. Analysis How are our ad extensions actually performing? Segment: This extension v other
- 37. Analysis How are our experiments doing? Segment: Experiment
- 38. Analysis How is Anything doing (wild card)? Dimensions: Labels
- 39. Implementation: How do we use what we learned to take action? Implementation
- 40. Implementation How do keywords perform against specific ads? Segment: Keyword / Placement
- 41. Try This: Adjust Network Targeting by Performance Implementation
- 42. Implementation How do campaigns perform across networks? Segment: Networks
- 43. Implementation Tighten networks for better control
- 44. Try This: Adjust bidding for the “mobile moment” Implementation
- 45. Implementation How is mobile performing in 2015? Segment: Device
- 46. Implementation It may be time to change mobile bids AdWords suggests: (mobile conversion rate / desktop conversion rate) — 1
- 47. Try This: Don’t be a victim of location targeting Implementation
- 48. Implementation Dimensions: Geographic= Matching Against
- 49. Implementation User Locations: Actual Location
- 50. Implementation Option 1: Change Location Settings
- 51. Implementation Option 2: Change Location Targeting
- 52. Implementation Adjust Bids (when there’s a reason!)
- 55. Implementation Distance Targeting: Location Extensions
- 57. Implement & Take Action Optimize Performance Segment & Analyze Data Optimization Combine meaningful segments & action for accelerated growth
- 58. Optimize Account Performance feat. Campaign Structure Optimization
- 59. Optimization Find Out: What product & themes convert? Segment by Campaign $0 $50,000 $100,000 $150,000 $200,000 PPC Non-Mobile New Releases Strategic Top 20 Competition Revenue
- 60. Optimization Try it out: Restructure account Optimize campaigns for better targeting & sales $0 $200,000 $400,000 $600,000 $800,000 Brand Only Distribution Partner Product Items Characters Revenue
- 61. Optimization Results: +280% Revenue Visibility & optimizations led to huge growth $0 $750,000 $1,500,000 $2,250,000 $3,000,000 Cost Revenue Old Structure Re-Org
- 62. Optimize LP/ UX Optimization feat. Destination URLs
- 63. Optimization Find Out: What LPs are working best? Segment by Dimensions: Destination URL image Calculator LP Pros & Cons LP
- 64. Optimization Try it Out: Create an Experiment Split test LP traffic disadvantages of reverse mortgage Disadvantages of Reverse acmemortgage.org/ Learn the Pros & Disadvantages of Reverse Mortgages - Learn More! Pros & Cons LP Caclulator LP
- 65. Optimization Results: Calculator LP converts Add calculator to Pros & Cons, or switch LP image Calculator LP Pros & Cons LP
- 66. Optimize Ad Copy Optimization feat. Labels & Search Terms
- 67. Optimization Elk Grove Urgent Care acmehealth.org/urgentcare/ See Hours and Wait Times Now Expert Care by ACME Doctors ACME Health Urgent Care acmehealth.org/urgentcare/ No Appt Necessary, Walk Right In See Elk Grove Wait Times & Hours 82 ads across 23 ad groups... City Headline Brand Headline
- 68. Optimization Find out: Which treatment is better? Segment by Dimensions: Labels Brand
- 69. There is no perfect headline, only perfect headlines.
- 70. Optimization Find out: What search terms in play? Segment by Dimensions: Search Terms Brand
- 71. Optimization Try This: Negative match brand terms Compare performance after 30 days Brand
- 72. Optimization Results: +14% CTR, +7% Conv. Rate After removing brand terms, v prior period 0% 3% 6% 9% 12% CTR Conv Rate April - June July - Sept
- 73. Use the Magic of Segmentation to: Know how to solve problems Swiftly achieve extraordinary results Become deeply knowledgeable about your account Segmentation
- 74. Segmentation Your segmentation “Call to Action” Try a new approach to segment your data in a way that’s meaningful & lets you take action
- 75. Q&A Download/Share this Presentation http://blast.am/ppcsegmentationmagic Download/Share Blast’s Google Analytics Reference Guide http://blast.am/gauserguide @amyppc @blastam
- 76. Roseville Office 950 Reserve Drive, Suite 150 Roseville, CA 95678 San Francisco Office 625 Second Street, Suite 280 San Francisco, CA 94107 New York Office 261 Madison Ave, 9th Floor New York, NY 10016 Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com