The webinar is about to begin and participants are invited to chat questions to the organizer throughout. Time will be left at the end to answer questions. The webinar is brought to you by Tips to Boost Quality Score and will feature speakers on topics related to improving AdWords quality score through account structure and optimization.
Improve Your PPC Team's Accountability - HeroConf 2016Workshop Digital
Andrew Miller shares tips for PPC managers, analysts, and clients to assess and improve their team's communication and results. Accountability is key to building a strong team and retaining long-term relationships.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
A Digital Marketing Audit tells a story. It’s a story about your customers’ path to purchase, about your data, and data doesn’t lie.
Your Audit story is unique. It tells the tale of barriers to reaching your audiences, missed conversion points and hero moments that need to be retold.
It shines a new light on your Marketing Performance.
About Snapdragon Marketing Service:
https://www.snapdragonmarketingservice.com/
Snapdragon Marketing Service is a small but mighty Digital Marketing Agency, Coaching and Audits. We partner with B2B brands that are in to Digital Marketing and need to elevate their performance. Our agency specializing in digital strategies and campaigns to help your organization tell its story in a creative way, engaging with your target audience, and converting traffic to sales for your brand.
Get more details on our Digital Audit Packages here: https://www.snapdragonmarketingservice.com/digitalmarketingaudit/
With a fresh set of eyes, an unbiased analysis will help achieve deeper audience insights but improve your customers’ buying journey.
Why Outsource a Digital Audit?
Digital Marketing Audits help organizations analyze their marketing results through an external, expert point of view. Benchmarking the right metrics for your business to measure at key times.
Know where to double down – see which channels to focus on with fresh ways to maximize results.
Improve your targeting – optimize for reach to build focused target audiences.
See the traction your team is making – visualize your data to highlight important strengths and opportunities to grow and develop.
Light up your Marketing Performance
There is a silver lining at the end of every Audit. It will help you simplify your efforts by understanding what signals to look for to better streamline your campaigns.
If you are looking for quick wins or a long-term game plan, a comprehensive external audit will help you maximize your results.
See fresh ways to maximize results. Reach out to us and let us make some recommendations to improve your Digital Marketing Challenges.
Read more about using data to visualize your path to purchase online.
Improve Your PPC Team's Accountability - HeroConf 2016Workshop Digital
Andrew Miller shares tips for PPC managers, analysts, and clients to assess and improve their team's communication and results. Accountability is key to building a strong team and retaining long-term relationships.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
A Digital Marketing Audit tells a story. It’s a story about your customers’ path to purchase, about your data, and data doesn’t lie.
Your Audit story is unique. It tells the tale of barriers to reaching your audiences, missed conversion points and hero moments that need to be retold.
It shines a new light on your Marketing Performance.
About Snapdragon Marketing Service:
https://www.snapdragonmarketingservice.com/
Snapdragon Marketing Service is a small but mighty Digital Marketing Agency, Coaching and Audits. We partner with B2B brands that are in to Digital Marketing and need to elevate their performance. Our agency specializing in digital strategies and campaigns to help your organization tell its story in a creative way, engaging with your target audience, and converting traffic to sales for your brand.
Get more details on our Digital Audit Packages here: https://www.snapdragonmarketingservice.com/digitalmarketingaudit/
With a fresh set of eyes, an unbiased analysis will help achieve deeper audience insights but improve your customers’ buying journey.
Why Outsource a Digital Audit?
Digital Marketing Audits help organizations analyze their marketing results through an external, expert point of view. Benchmarking the right metrics for your business to measure at key times.
Know where to double down – see which channels to focus on with fresh ways to maximize results.
Improve your targeting – optimize for reach to build focused target audiences.
See the traction your team is making – visualize your data to highlight important strengths and opportunities to grow and develop.
Light up your Marketing Performance
There is a silver lining at the end of every Audit. It will help you simplify your efforts by understanding what signals to look for to better streamline your campaigns.
If you are looking for quick wins or a long-term game plan, a comprehensive external audit will help you maximize your results.
See fresh ways to maximize results. Reach out to us and let us make some recommendations to improve your Digital Marketing Challenges.
Read more about using data to visualize your path to purchase online.
Knowing how your account(s) is performing is key. I have a solution to audit your account that won’t cost you a dime and will only take 60 seconds- our FREE TOOL, the AdWords Performance Grader. The grader has analyzed over 70,000 unique accounts and $5.5 billion of unique spend which enabled us to conduct focus groups to discover what data is most important and helpful to YOU.
In our webinar, The Newest Way to Audit Your PPC Account, I will walk you through our redesigned award winning AdWords Performance Grader.
HeroConf 2015. Re-evaluating Success: The Value of PPC AuditsMegan Ginecki
Generally speaking, the word "audit" has been plagued with a negative connotation, with thoughts of time-consuming investigations, and detailed reports of failures. This session will help break that connotation, and show effective approaches to audits, which in turn would help them reduce inefficient spend, increase click through and conversion rate.
Reviewing the diferent paid advertising options available for internet marketing including pay-per-click (PPC) marketing and paid directory submissions
This is a presentation on Amazon Pay Per Click and a case study showing how we use PPC as a tactic from ranking for organic positions to help increase sales. We talk about how testing is key to making the most of the using Amazon Sponsored Ads and get ahead of the competition.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
So the question arises: when should and shouldn’t you use each of these bidding methods? In this presentation, you'll discover:
- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
BUILDING QUALITY RELATIONSHIPS WITH CUSTOMERS, AT SCALE.Tinuiti
Discover how to leverage technology to listen to customers’ data, segment customers based on preferences and behaviors, and use those segments to create personalized, valuable marketing messages.
In this presentation, Supermetrics’ Edward Ford and Hanapin’s Briana Ogle team up to present the best practices that have changed their Excel lives for the better…and the tools that helped make it so.
Knowing how your account(s) is performing is key. I have a solution to audit your account that won’t cost you a dime and will only take 60 seconds- our FREE TOOL, the AdWords Performance Grader. The grader has analyzed over 70,000 unique accounts and $5.5 billion of unique spend which enabled us to conduct focus groups to discover what data is most important and helpful to YOU.
In our webinar, The Newest Way to Audit Your PPC Account, I will walk you through our redesigned award winning AdWords Performance Grader.
HeroConf 2015. Re-evaluating Success: The Value of PPC AuditsMegan Ginecki
Generally speaking, the word "audit" has been plagued with a negative connotation, with thoughts of time-consuming investigations, and detailed reports of failures. This session will help break that connotation, and show effective approaches to audits, which in turn would help them reduce inefficient spend, increase click through and conversion rate.
Reviewing the diferent paid advertising options available for internet marketing including pay-per-click (PPC) marketing and paid directory submissions
This is a presentation on Amazon Pay Per Click and a case study showing how we use PPC as a tactic from ranking for organic positions to help increase sales. We talk about how testing is key to making the most of the using Amazon Sponsored Ads and get ahead of the competition.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
So the question arises: when should and shouldn’t you use each of these bidding methods? In this presentation, you'll discover:
- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
BUILDING QUALITY RELATIONSHIPS WITH CUSTOMERS, AT SCALE.Tinuiti
Discover how to leverage technology to listen to customers’ data, segment customers based on preferences and behaviors, and use those segments to create personalized, valuable marketing messages.
In this presentation, Supermetrics’ Edward Ford and Hanapin’s Briana Ogle team up to present the best practices that have changed their Excel lives for the better…and the tools that helped make it so.
In previous months, the presenters from Hanapin and Intrapromote have uncovered some great ways to set goals and report on the resulting data. But the work doesn’t end there. How do you know if either medium is truly working?
Benchmarking Execution Performance and Earned ValueAcumen
Determining historic PV, BAC, EAC and other EVM measures in order to benchmark for future projects is a valuable technique for ensuring realistic and achievable forecasts. Determining historic EV performance using prior similar projects validates those forecasts. Additionally, the value of benchmarking increases exponentially as the benchmark basis improves. From previous iterations of the schedule to a database of thousands of projects, EVM indicators have a strong correlation with execution performance over time.
When Abandoning Best Practices is the Right Thing To DoHanapin Marketing
We create best practices around what works for most accounts. However, there are times you should abandon best practices. You might due this due to resource constraints, simplifying complex problems, or just failures of a best practice to account for your specific situation. In this presentation, you will look at some bidding and attribution management scenarios where abandoning best practices improved the account’s performance.
How We Used Gmail Ads to Skyrocket a Travel Client's Sales by 50%Hanapin Marketing
During this new live webinar, Hanapin experts Shannon Glass and Carrie Albright, joined by Friendly Planet’s Greg Banecker, will tell you the story of how Gmail ads allowed them to bridge the gap between those who weren’t ready to purchase a travel package and those who were familiar with the Friendly Planet brand. If we can do it, you can do it too!
For more information, visit: http://www.wordstream.com
As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.
Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.
In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:
- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing
Michelle Roberts has been in digital marketing for eight years and currently oversees $30 million in annual Ad spend. She’s worked in all aspects of paid search from the technical build outs to managing large enterprise client relationships. She excels in account strategy, assessing risk and profitability, and managing client expectations. Michelle leads Finch’s US and APAC client teams to strategically grow and improve accounts.
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
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Ethical SEO Consulting
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Business To Business Marketing PowerPoint Presentation SlidesSlideTeam
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Business To Business Marketing PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of sixty four slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. https://bit.ly/3dH9eLP
The PPC Audit report is a sample of what our clients can expect at the start of any PPC Management campaign effort. We will identify all weak areas of the campaign and we provide a summary of detailed recommendations about what we intend to do to solve these challenges and improve the campaign. Once these recommendations are approved we move quickly to implement them. If you would like a campaign audit conducted by proven PPC experts
Contact us today at (800) 419-8575 or visit our website at
www.mobileseopros.com/ppc-management-services/
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Jason Stinnett presented his slidedeck "Auditing Adwords To Exceed Your Goals".
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
Pay-per-click (PPC) is an advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. An effective PPC campaign can help you reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program: Explore, Evaluate, Expand and Enhance.
Introduction To Paid Search Dave Chaffey For SesDave Chaffey
I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search
Last Click is Outdated: Learn to Use Google Analytics’ New Attribution BetaHanapin Marketing
Join Briana Ogle from Hanapin Marketing and Dmitry Golovanov from Supermetrics as they walk through getting the new tool set up and show you how to use the model comparison tool for the new beta – as well as best practices for attribution and ways you can begin measuring it with tools you already have.
Join Hanapin Marketing’s Cassie Oumedian and Bryan Gaynor as they walk you through the 5 reasons your business should be taking advantage of the capabilities of Amazon DSP – as well as results businesses are seeing from the platform.
Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
Hiring a Marketing Agency? Critical Questions that Drive the Right DecisionHanapin Marketing
Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
The Rise of Conversational Marketing - How to Leverage Chatbots for PPCHanapin Marketing
Hanapin Marketing Senior Account Manager Dani Gonzales will discuss how to leverage chatbots to help curate customized experiences, lower friction and get buyers the answers they need in order to drive them down the sales funnel.
Quora Evangelist JD Prater shares his insights on launching into the Quora platform and utilizing it to reach audiences at key moments in the customer lifecycle.
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
Investing in Brand Campaigns? Post-Click Experience is KeyHanapin Marketing
In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
How to Maximize the Impact of Video Content with RetargetingHanapin Marketing
The ability to grab and hold a user's attention, especially on a mobile device gets more difficult every year. Video content in Social Media is quickly becoming the cost effective way to cut through the noise and hold people's attention. We have tested Twitter, Instagram, Facebook, YouTube and LinkedIn for audience growth, social engagement and content creation. You will learn how we streamed various types of live events to create video content for ads. After this session, you will be able to:
Prioritize the various video marketing options
Maximize the impact of video content with behavioral retargeting
Track and optimize social video in marketing campaigns.
Machine Learning Tech You Could and Should Use TomorrowHanapin Marketing
This session will explore machine learning tools and platforms already on the market…use cases…and how you can use them right now to create better forecasts, write better ad copy, get better CPAs and literally save lives.
Create a PPC Playground For Your Clients: How To Co-Create Your Ad CustomizersHanapin Marketing
It is a well-known challenge every marketer has to deal with: clients who want agencies to outperform their search activities without losing power over the message shown in the ads. Experience learns that a feed is not always the right solution or not even possible. With Ad Customizers you have a solution that will fit in any situation.
In this session you will learn to combine the power of Ad Customizers with Google Sheets and how this will result in an setup where it’s possible to co-create, alter and manage these at scale, for as many ads as you want in the blink of an eye.
This session will explain in what way you can co-operate with your clients on the ads and keep track of this in one shared file instead of your inbox. This means you can focus on maximizing the performance of the Search account instead of losing too much time on repetitive tasks such as ad copies. Furthermore you will walk away with valuable insights and best practices about current setups within different markets.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Keynote: Using Creativity in Advertising to Stay AheadHanapin Marketing
This talk will explore how brands go beyond conventional demand capture to launch creativity in the ads that they run. Kirsty will tie this into how difficult it is to get cut through and how we need to start using PPC as a channel not just to capture demand but to grow brands.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
Why You Should (Not) be Using Automated Bidding StrategiesHanapin Marketing
Everybody talks about AI at the moment. However, many companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of "artificial intelligence".
To investigate this situation, I will share my experience with implementing bidding strategies for lead generation and e-commerce accounts, show how to avoid the most common pitfalls and how to manage expectations.
The following questions will be tackled in this session:
- Should account managers be worried about handing over control to automated bidding strategies
- Which framework is required to use automated bidding strategies successfully?
- Is there a substantial increase in performance that would make it imperative to use them?
What I Learned In One Year Marketing on Pinterest..Yes It Was ProfitableHanapin Marketing
Pinterest users are conducting 600 Million+ visual searches per month on the platform. Did you know this... are you using Pinterest?
Our B2B and ecom clients that are growing their business by 11% on Pinterest. We want to see you grow your business too. This hands-on session is going to take you through the world of Pinterest and everything we have learned. In this session, you will learn the following:
- The Dos and Don'ts of marketing on Pinterest
- When people start their search for major holidays, sports, Pride and fashion week events
- What the mysterious CTR threshold is and how it can turbo charge your campaign
- How to segment your campaign for the best results
- Why you should stay away from the "One Tab" feature
- Are you ready for the marketing nirvana that is Pinterest?
1. Thank you for joining us!
The webinar will begin in just a few minutes
Feel free to chat questions to the meeting Organizer throughout the
webinar. We will leave time at the end to answer as many questions
as possible.
This webinar is brought to you by:
2. Tips to Boost Quality Score:
Structuring Your Account for Success
3. Account Structure Basics
Create separate Search and Display Network campaigns
Create campaigns for each product, service, or around each
theme
5. Account Structure Basics
Create tightly themed ad groups with highly relevant
keywords
Make sure your keywords are in your ad copy and on your
landing pages
8. Estimating Account-Level
Quality Score
Export all active keywords into Excel and calculate the
average
Then, sort the keywords into one of AdWords three
categories: Poor, OK, or Great
9. Estimating Account-Level
Quality Score
Next, you can sort your keyword data by campaign and find
the average QS for each.
Viewing keyword data this way will help you know where to
start with restructuring
11. Account-Level QS: Case Study
1. Take advantage of all match types
- You can see which keyword(s) give you a better ROI
- You can boost bids on match types that receive more clicks
and reduce bids on the others and this will improve your CTR
12. Account-Level QS: Case Study
1. Take advantage of all match types (cont.)
- Impression Threshold: If you have a lot of keywords in your
account that have very low impressions, these keywords will
not be evaluated based on their own Quality Score
14. Account-Level QS: Case Study
3. Put keywords on landing pages and link to quality, relevant
pages
- If you don’t have control over landing pages, do a landing
page review
18. Quality Score Basics
•Search Network:
Ad Rank = CPC bid x Quality Score
• Display Network:
Ad Rank = Display Network bid x Quality Score
19. Quality Score Misconceptions
1. Display & Search Quality Scores affect each other
2. Higher ad position benefits your Quality Score
3. Deleting or restructuring low QS elements erases their
history
20. Tips for Improving Quality Score
Test different ad types
Review your relative CTR
Check your destination URLs
21. Tips for Improving Quality Score
Check your site speed in Webmaster Tools or Google Analytics
Rewrite low CTR ads
Ensure top-performing keywords are in your ads
22. Tips for Improving Quality Score
Consider incorporating Dynamic Keyword Insertion (DKI) ads
to boost CTR.
Conduct an account audit and restructure where needed
Consider pausing keywords with a CTR <1.5% with few or no
conversions.
Create smaller, more tightly themed ad groups
Make sure the landing pages are highly relevant
Consider adding in broad or modified broad match keywords
23. Restructure Success
This account had not hit lead goal once in 2010 or 2011
An extensive restructure took place in June and July of this
year
We started by removing duplicate keywords, then worked to
make ad groups more niche or moved ad groups into brand
new campaigns
24. Restructure Success
From May to June, lead goal % achieved moved from 80.32%
to 95.79%, and cost-per-lead decreased 12.07%
From June to July, lead goal % achieved moved from 95.79%
to 101.26%, and CPL decreased 15.39%
25. Structure Your Account for Success
It’s clear that account structure is a key element in account
health and success
Review low QS elements using the step-by-step process
covered here
A higher Quality Score likely means a lower CPC and a higher
ad rank
27. Speakers include:
Crystal Anderson Brad Geddes Andrew Goodman
Nate Jeo Joe Kerschbaum John Lee
Kevin Lee Joanna Lord Melissa Mackey
ElizabethMarsten Marc Poirier Lisa Raehsler
Matt Umbro Matt Van Wagner Marty Weintraub
Visit www.HeroConf.com for more information!
28. Q&A
Thank you for submitting your questions.
We will answer as many questions as time allows.
29. THANK YOU!
If you would like more information, please visit
www.HanapinMarketing.com or call 812.330.3134
Editor's Notes
#1 – The Search and Display networks are entirely different animals, and Quality Score is calculated differently for each, which we’ll discuss a little later in this presentation. So, it’s definitely in your best interest in terms of easier management to split these out, and it’s in the account’s best interest because you’ll be able to optimize performance better when they’re split out separately. #2 – You can model your PPC account structure after the structure of your website
Depending on how many products you have within each category, you could actually break this out even further, so you could actually have a campaign called flat screen TVs (as opposed to an ad group) and then your ad groups within each could be broken out by brand or even my size of TV.
#1 – We generally recommend the Standard ad delivery method, because this method allows your ads to be shown evenly throughout the day– this way you’ll be able to run true ad tests to know which messages are working best for your audience. Accelerated can be a good option if you don’t have a campaign budget cap because then you can increase your impression share. If you have a campaign budget cap and set this to accelerated however, you might be missing out on valuable leads later in the day; additionally, you won’t be able to accurately evaluate day parting data.
*We recommend setting your ads to Rotate to allow for more accurate ad testing. This setting does take a little more manual work because approximately every 60 days you have to run an ad report and review each ad group’s data, pausing ads and making changes where needed. If you’re adding in new ad text, it might not get a fair chance to show if you have your settings set to optimize for clicks. In terms of the optimize for conversions option, this became an important point for me in regards to one of my clients – they were testing short form landing pages vs. long form landing pages. The account was originally running landing pages with long forms only. Once I added in the new ads with the short form landing pages, if I had my campaigns set to optimize for conversions, the new ads with the short form landing pages likely wouldn’t have gotten a fair chance for testing, as the older, more established ads with long form landing pages would have been favored and shown more often. As a result, I wouldn’t have had a true and accurate test.
All right, so those were a few of our best practices in terms of account structure and settings. If you’re having issues with low Quality Score and you’re not implementing the best practices we’ve been talking about up to this point, I recommend starting with those first. But now I want to shift the focus to how to actually estimate an account-level Quality Score. #2 – The example we’re going to use for this step-by-step guide on estimating your account-level QS is based on a case study that was done on an account here at Hanapin….(talk about the table) – Looking at your keyword snapshot will give you a good idea of whether or not a low Quality Score is an account-wide problem; for this account, it was.
#1 - …so, whether low QS is an account-wide problem for your account or a campaign-level problem, viewing your keyword data this way will help you know where to start with restructuring.
In this case study, the Branded campaign was actually the biggest low Quality Score culprit. It had one ad group, which isn’t necessarily a problem if all the keywords are closely related, but in this case they weren’t. This ad group had 27 keywords and the Quality Scores ranged from 3 to 7. …So, you can see that some keywords..
#1 – AdWords only collects data when a user’s search query matches exactly to a keyword and the QS of the exact match is then shared with the broad and phrase match versions. So why bother with all match types? Because this way you can see which one gives you a better ROI – bidding higher on match types that receive more clicks and reducing bids on others will improve your CTR which is a main factor of Quality Score – in our case study, the Branding campaign we just looked at only had broad and exact match keywords – no phrase match which didn’t make a lot of sense because this was a smaller-budget account - and a word of caution – be careful with broad match keywords in smaller budget accounts – you might find that phrase and exact and/or modified broad utilize the small budget more effectively. So, in our case study, phrase match keywords were added to the Branding campaign.
Another reason to utilize broader match types is the impression threshold – this is something we learned about from one of our Google reps when we were writing our Ultimate Guide to Quality Score a few months ago. You can find this guide on our blog, www.ppchero.com. So, with the impression threshold, a keyword’s Quality Score is based on its historic performance on Google.com until it achieves a significant number of impressions in your account (and a significant number of impressions was described to us as a high number, in the multiple of thousands). ….So, until keywords reach the impression threshold, there’s little that can be done to influence their Quality Score, and they will initially be given a baseline QS based on the account’s history – they won’t be given their own QS until they reach the threshold, so (read text on slide)
So, the first tip in good account structure is utilizing all match types, or at least you should be open to testing them. The second tip is to put keywords in your ad copy. In our case study, there were three ads running in the Branded campaign, and they all contained keywords. So, the only task was to create ads for the new URL ad group – at this point, you can run an ad performance report and sort by CTR and pull some of your highest CTR messages for the new ad groups, you can write completely new ads and you can even try experimenting with Dynamic Keyword Insertion.
And our third tip is to…(whole slide) In our account example, we were in a boat that some of you might be in where we don’t have control over the PPC landing pages. So we did a landing page review – we ran a destination URL report. Then we created a list with each unique landing page by setting an advanced filter for the destination URL column.
Here, you can choose to either filter the list in the current column or copy to another location. In this case study we copied it; the List Range in that first box is simply your destination URL column and then select “Unique record only.” This will give you one list of the different landing pages your ads are going to.
Next, you can go through the text on each landing page and record the keywords, like is shown in the screen shot. This could be very time consuming if you have a large account and many landing pages, but in this study, there were only a handful of landing pages, and organizing the keywords in this way made it easier to see which landing pages the different ad groups should be pointing to.
We let the restructured Branded campaign run for about a week. When we checked back, we saw these results - The keywords highlighted in yellow are those that had been moved from the original Branded ad group…12 of those 18 keywords had a higher Quality Score, and that was after only a week.
Quality Score is mostly important because it affects your ad rank, whether on the Search or Display Network (talk about formulas)…so, the lower your QS the higher your bid will have to be to get into top ad spots
The criteria for determining these quality scores is different. Also, these networks are so different and perform differently so it would be almost impossible for Google to have them affect each other; your performance on one won’t affect your performance on the other. On the surface, this would seem to be true, but Quality Score is actually adjusted to compensate for ad position differences. Google considers the fact that higher positions naturally generate a higher CTR than lower positions, so they compensate for this by adjusting their formula to break up the self-reinforcing nature of those higher positions.This also isn’t true. According to Google, whether you pause, delete, or restructure an account element, their historical performance will still affect your account history. Even though adjusting these items won’t erase an account’s history, Google still recommends that you delete poor performing keywords and ads b/c it will prevent them from further negatively affecting your account history in the future. As more performance data is accrued over time, the negative affects of these poor-performing elements will decrease, but they will never go away completely.
#1 – you might find that image ads do better than text ads on some sites, or that alternate image ad sizes do better than others – you’ll definitely want to have all your bases covered, especially since some sites don’t allow image ads. The more options you have the more tests you can run to help improve your CTR.#2 – Evaluating this metric will help you understand how your ads are performing against others on the same sites – Relative CTR is calculated by taking the DN campaign’s CTR and dividing that by the CTR of the other ads running in the same places. A low relative CTR can hurt your DN QS. If yours needs to be improved, start by reviewing for potential exclusions, revamping your ads, including negative keywords, and utilizing contextual targeting.#3 – Have you made recent landing page changes? Are any of your destination URLs broken? In our Ultimate Guide to Google AdWords Quality Score, we have a list of items that will break your destination URLs. I’ll provide a link to our blog at the end of this presentation.
#1 – Google considers a slow load time to be the regional average plus three seconds, and if your page’s load time is below this threshold, it could be negatively affecting your Quality Score.#2 –Google considers a low CTR to be less than 1.5%
(last point…) and again this is if your account budget allows, but adding in broad or modified broad match types will help the keywords reach the needed impression threshold to start displaying their own quality score instead of the baseline QS based on the account’s history.
The account was expanded with an additional Display Network campaign, but the bulk of work done in the account was the restructure, so these positive results are mostly attributable to the restructure
So, in conclusion (read first bullet) #1 – don’t just keyword dump – research thoroughly and only add in terms that are very relevant to your market; then, segment out those keywords in a very targeted, themed way#3 – and paying less for top ad spots is a primary goal of PPC advertising