This document summarizes the complexities of bidding strategies in search engine marketing. It explains that the relationship between bid, cost-per-click (CPC), and position is more complicated than commonly understood, as the actual auction mechanism considers additional factors like click-through rate estimates. High bids do not always guarantee the top position and can sometimes lead to higher costs and lower returns. The document also cautions that changes to bids for one keyword can unintentionally impact performance of other keywords, so simultaneous management is important. Effective strategies require sophisticated modeling of these interrelationships.
Profitable Selling at the "Moment of Truth"Vendavo
This document discusses how to enable sales representatives to drive profitable sales. It notes that market research found buyers are now more educated, social and independent. The traditional sales model of having to check prices and get approvals is outdated for today's fast-moving buyers. By arming sales reps with tools like Sales Advisor that provide pricing guidance, target prices, and approval workflows on mobile devices, reps can ensure optimal profitability on every deal at the "moment of truth" with customers. This allows reps to control profitability and improve margins on each deal.
Lance Loveday gave a keynote presentation about optimizing digital advertising spend. Some of the main points from the presentation include:
1) The digital advertising market is inefficient, creating opportunities for advertisers who optimize their campaigns. Loveday discussed 7 steps for optimization, including looking beyond the current playing field, measuring what matters, buying the most valuable traffic first, being wary of display advertising, using quality score to gain an advantage, optimizing to deeper funnel metrics, and ruthlessly auditing campaigns.
2) Quality score plays a major role in determining ad position and cost per click. Improving quality score through more relevant ads and keywords can significantly improve campaign performance.
3) Optimizing to
Getting the most from deal approvals involves three things: providing guidance to sales reps with contextual deal analytics to confidently capture value; enforcing consistent pricing with deal guidance and automation; and increasing speed to close more deals through reduced time-to-close. Analytics can add value to the approval process by scoring deals and prices, comparing prices to benchmarks, and measuring deal metrics. The value of the process is measured by the difference between requested and approved prices.
eSearchVision - Orange Online MeetUp #7 - SEM - September 2010Orange Online Meetup
eSearchVision provides smart SEM solutions through a combination of technology and human expertise. They have 120 SEM experts including engineers, account managers, and analysts. Their end-to-end SEM platform allows for increased flexibility, in-depth reporting, and automated strategies to increase performance. Success in SEM now requires factors like real-time operations, business integration, and mobile optimization.
In this engaging session, Lance will share the lessons learned about what truly differentiates successful high-growth companies from everyone else. He'll also demonstrate the new steps that modern digital advertisers must take to achieve success - and dominate the competition - with their Digital Advertising campaigns. This session is ideal for all of those responsible for maximizing growth and getting the most out of their advertising budgets.
The document provides a performance summary for a European marketing campaign for Guava/Concur in January 2012. Key points include:
- Search volume and conversions increased in the UK campaign while CTR and CPC rose.
- Display campaigns saw lower budget weighting but higher unique conversions and stronger CPA.
- The German campaign saw a slight rise in CTR but increased CPC due to disabling display ads. Impressions and conversions were down.
- Top performing keywords in both brand and generic were related to travel expenses.
- Next steps include further keyword optimization, ad testing, new German landing pages, and new campaigns.
The document analyzes over 11,000 Facebook advertising campaigns to provide benchmarks on key metrics like click-through rate, cost per click, cost per thousand impressions, and cost per fan. It finds that as Facebook advertising has grown, click-through rates have decreased while costs have increased. Certain factors like age, gender, education level, and using friends-of-friends targeting can impact click-through rates. The benchmarks are intended to help brands evaluate how well their own Facebook campaigns are performing compared to averages.
Profitable Selling at the "Moment of Truth"Vendavo
This document discusses how to enable sales representatives to drive profitable sales. It notes that market research found buyers are now more educated, social and independent. The traditional sales model of having to check prices and get approvals is outdated for today's fast-moving buyers. By arming sales reps with tools like Sales Advisor that provide pricing guidance, target prices, and approval workflows on mobile devices, reps can ensure optimal profitability on every deal at the "moment of truth" with customers. This allows reps to control profitability and improve margins on each deal.
Lance Loveday gave a keynote presentation about optimizing digital advertising spend. Some of the main points from the presentation include:
1) The digital advertising market is inefficient, creating opportunities for advertisers who optimize their campaigns. Loveday discussed 7 steps for optimization, including looking beyond the current playing field, measuring what matters, buying the most valuable traffic first, being wary of display advertising, using quality score to gain an advantage, optimizing to deeper funnel metrics, and ruthlessly auditing campaigns.
2) Quality score plays a major role in determining ad position and cost per click. Improving quality score through more relevant ads and keywords can significantly improve campaign performance.
3) Optimizing to
Getting the most from deal approvals involves three things: providing guidance to sales reps with contextual deal analytics to confidently capture value; enforcing consistent pricing with deal guidance and automation; and increasing speed to close more deals through reduced time-to-close. Analytics can add value to the approval process by scoring deals and prices, comparing prices to benchmarks, and measuring deal metrics. The value of the process is measured by the difference between requested and approved prices.
eSearchVision - Orange Online MeetUp #7 - SEM - September 2010Orange Online Meetup
eSearchVision provides smart SEM solutions through a combination of technology and human expertise. They have 120 SEM experts including engineers, account managers, and analysts. Their end-to-end SEM platform allows for increased flexibility, in-depth reporting, and automated strategies to increase performance. Success in SEM now requires factors like real-time operations, business integration, and mobile optimization.
In this engaging session, Lance will share the lessons learned about what truly differentiates successful high-growth companies from everyone else. He'll also demonstrate the new steps that modern digital advertisers must take to achieve success - and dominate the competition - with their Digital Advertising campaigns. This session is ideal for all of those responsible for maximizing growth and getting the most out of their advertising budgets.
The document provides a performance summary for a European marketing campaign for Guava/Concur in January 2012. Key points include:
- Search volume and conversions increased in the UK campaign while CTR and CPC rose.
- Display campaigns saw lower budget weighting but higher unique conversions and stronger CPA.
- The German campaign saw a slight rise in CTR but increased CPC due to disabling display ads. Impressions and conversions were down.
- Top performing keywords in both brand and generic were related to travel expenses.
- Next steps include further keyword optimization, ad testing, new German landing pages, and new campaigns.
The document analyzes over 11,000 Facebook advertising campaigns to provide benchmarks on key metrics like click-through rate, cost per click, cost per thousand impressions, and cost per fan. It finds that as Facebook advertising has grown, click-through rates have decreased while costs have increased. Certain factors like age, gender, education level, and using friends-of-friends targeting can impact click-through rates. The benchmarks are intended to help brands evaluate how well their own Facebook campaigns are performing compared to averages.
This document discusses target pricing and how establishing appropriate target prices can help businesses manage revenue and margins. It explains that target prices serve as anchors in human decision making due to the psychological trait of anchoring. Target prices provide salespeople with pricing goals or benchmarks to aim for in negotiations with customers. The document then discusses how businesses can establish price guidance, including target prices, based on factors like historical price averages, percentile analysis of past deals, and segmentation of customers. It emphasizes setting realistic and data-driven guidelines to improve pricing performance and reduce need for manual price approvals.
There are three ways to grow a business: finding new customers, increasing current customers' purchase frequency, and giving current customers opportunities to increase purchase sizes. While many businesses focus only on acquiring new customers, focusing on all three can exponentially increase revenue through "the power of geometry." Increasing each of the three areas by just 10% can significantly boost total income, and doing so by 25% can nearly double performance.
Survey conducted with 48 mid-sized business-to-business companies to validate changing landscape of B2B selling. Questions covered topics related to sales compensation, pricing, quoting and profitability.
The document discusses email advertising and marketing. It covers managing advertiser expectations by educating them on email prospecting, the pros and cons of email advertising, and tips for compelling subject lines and landing pages. Prospecting and selling points include discussing email lists, delivery systems, and case studies on the theater vertical. The workshop also covers integrating email into broader marketing strategies.
Drive up average order value: How YOU can get more products into the buyer's cart
Lifetime Value: Do you really understand yours?
Additional actions: Combat a longer purchase cycle by sharing valuable content you already have
Mobile PPC for eCommerce: Straight talk from Google, plus how to integrate Bing
Automate your keyword portfolio? Why you should consider going old-school
In this information-dense hour, we'll share right-now strategies for busy marketing leaders (and wannabe leaders) who are under pressure to drive more sales, plus real-life stories of eCommerce PPC successes. We'll answer your questions and send you packing with ideas to implement right now.
In this presentation Fusebill CEO Steve Adams discusses how to evaluate price models as opposed to price points, review churn and its impacts, what to consider when selecting a price strategy and review some of the most popular strategies for subscription based businesses .
Maximizing Profit Through Strategic Pricingguest22be5be9
This document discusses strategic pricing approaches compared to traditional pricing approaches. It begins by explaining how traditional pricing is typically reactive and focuses on costs, customers, or competition. Then it introduces strategic pricing, which focuses on proactively managing market conditions to maximize profits. Specifically, it discusses Differentiated-Value Pricing(sm) which quantifies the value a company creates in order to determine optimal prices. It provides an example of how this approach helped a company called Alpha Copier determine the appropriate price for a new copier model, taking into account manufacturing costs, competition, and the specific values their product offered compared to others.
The prevailing culture of “Ship the MVP!” – where sites and apps are built in the cheapest, fastest way possible without regard for the future – needs to end. In this session, Vuurr will show you how to build web properties right the first time, specifically emphasising analytics and data collection. Learn how to properly configure many analytics tools, track offline interactions like phone calls and tangible marketing efforts, and structure onsite code and content. In addition, you will learn what to do after data has been collected and it’s time to iterate. We’ll show you how these strategies can lead to better decisions by you and your clients.
Lær hvordan du sammensætter et intelligent e-commerce setup, og få indblik i hvordan du skal håndtere komplekse kunderejser gennem measurement og attribution. Lær også hvilke teknologier du med fordel kan bruge til at automatisere din e-commerce marketing.
Measure Right the First Time - Infusionsoft PartnerconVuurr
This document discusses how to properly design and conduct experiments to optimize online marketing efforts. It emphasizes the importance of tracking key metrics across all marketing channels and testing factors one at a time or in full factorial designs. Statistical significance and sufficient sample sizes are also important to avoid incorrect conclusions. Tools like analytics platforms and A/B testing software can help determine the optimal combinations of factors to maximize goals like conversions and revenue.
The document discusses using win/loss analysis to improve sales effectiveness. It notes challenges in tracking win/loss data like lack of tools and methodology. Key questions in tracking include who was won or lost against and the context of wins and losses. The document advocates automating win/loss capture and defines wins and losses in Vendavo as line items meeting a volume threshold within a set number of days. Metrics for analysis include win percentage and revenue compliance. A balanced scorecard is recommended to interpret wins and losses alongside factors like volume compliance and quote cycle times.
11 Tips to Optimize Your Multichannel Marketing CampaignsVivastream
The 11-tip document provides tips to optimize multi-channel marketing campaigns. Some key points:
- Half of companies do not achieve sales quotas due to poor lead management.
- The tips include clearly defining sales-ready leads, ensuring data accuracy, implementing a lead management system, syncing content to prospects, using telequalification, prospect nurturing, compelling offers, increasing urgency over time, and analyzing metrics.
- Case studies show email plus telemarketing can increase qualified leads by 13x over email alone. Nurturing improves conversions as prospects are contacted multiple times. Analyzing metrics allows refining tactics to improve results.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
The document discusses optimizing a PPC account structure. It recommends structuring campaigns based on location, keywords, bidding strategy, or ad scheduling. The account structure should be easy to manage and continuously reviewed to improve goals. Keywords, landing pages, and bids should also be optimized to improve click-through rate, relevance and quality score. Measuring success relies on goals like return on ad spend and market share.
Faster and Better: A 360 Approach to Customer ProfitabilityVendavo
The document discusses how SAP and Vendavo partner to help customers improve profitability through price and margin management. It notes that their partnership has over 70 joint customers across industries, managing an estimated $200 billion in revenue. Integrating SAP and Vendavo solutions can help salespeople sell more profitably and companies increase margins through better pricing insights and analytics.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
Vendavo University Bootcamp: B2B Pricing BasicsVendavo
This document discusses various approaches to pricing, including cost-based pricing, market-based pricing, and value-based pricing. It notes that cost-based pricing ignores market factors and customer value, while market-based pricing can promote unhealthy competition. Value-based pricing allows setting higher prices for customers who receive more value and lower prices for low-value customers to expand market size. The document also discusses elements that influence a customer's willingness to pay, such as perceived value, and the importance of maintaining a relationship between price and value.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
The document discusses a new feature created by Google called "Mail Goggles" that aims to prevent users from sending regretful emails while intoxicated. Mail Goggles is an application for Gmail that makes users solve simple math problems before being able to send a message late at night on weekends, when drunken emails are most common. It is meant to give users a pause to reconsider potentially embarrassing emails to exes, bosses, or others that may damage relationships or careers. The feature was inspired by a Google engineer who regretted drunk texts and emails to past romantic interests.
1. The World Health Organization has warned governments that the avian flu outbreak poses a serious global threat and has urged governments to provide funds and technical assistance to help countries prepare.
2. Professor Albert Osterhaus says that no country is fully prepared for an influenza pandemic and that scientists have been warning of the dangers of another global pandemic for years.
3. The latest avian flu outbreak is a warning of a potential pandemic, though a worldwide pandemic is unlikely; however, the threat still needs to be taken seriously according to experts.
This document discusses target pricing and how establishing appropriate target prices can help businesses manage revenue and margins. It explains that target prices serve as anchors in human decision making due to the psychological trait of anchoring. Target prices provide salespeople with pricing goals or benchmarks to aim for in negotiations with customers. The document then discusses how businesses can establish price guidance, including target prices, based on factors like historical price averages, percentile analysis of past deals, and segmentation of customers. It emphasizes setting realistic and data-driven guidelines to improve pricing performance and reduce need for manual price approvals.
There are three ways to grow a business: finding new customers, increasing current customers' purchase frequency, and giving current customers opportunities to increase purchase sizes. While many businesses focus only on acquiring new customers, focusing on all three can exponentially increase revenue through "the power of geometry." Increasing each of the three areas by just 10% can significantly boost total income, and doing so by 25% can nearly double performance.
Survey conducted with 48 mid-sized business-to-business companies to validate changing landscape of B2B selling. Questions covered topics related to sales compensation, pricing, quoting and profitability.
The document discusses email advertising and marketing. It covers managing advertiser expectations by educating them on email prospecting, the pros and cons of email advertising, and tips for compelling subject lines and landing pages. Prospecting and selling points include discussing email lists, delivery systems, and case studies on the theater vertical. The workshop also covers integrating email into broader marketing strategies.
Drive up average order value: How YOU can get more products into the buyer's cart
Lifetime Value: Do you really understand yours?
Additional actions: Combat a longer purchase cycle by sharing valuable content you already have
Mobile PPC for eCommerce: Straight talk from Google, plus how to integrate Bing
Automate your keyword portfolio? Why you should consider going old-school
In this information-dense hour, we'll share right-now strategies for busy marketing leaders (and wannabe leaders) who are under pressure to drive more sales, plus real-life stories of eCommerce PPC successes. We'll answer your questions and send you packing with ideas to implement right now.
In this presentation Fusebill CEO Steve Adams discusses how to evaluate price models as opposed to price points, review churn and its impacts, what to consider when selecting a price strategy and review some of the most popular strategies for subscription based businesses .
Maximizing Profit Through Strategic Pricingguest22be5be9
This document discusses strategic pricing approaches compared to traditional pricing approaches. It begins by explaining how traditional pricing is typically reactive and focuses on costs, customers, or competition. Then it introduces strategic pricing, which focuses on proactively managing market conditions to maximize profits. Specifically, it discusses Differentiated-Value Pricing(sm) which quantifies the value a company creates in order to determine optimal prices. It provides an example of how this approach helped a company called Alpha Copier determine the appropriate price for a new copier model, taking into account manufacturing costs, competition, and the specific values their product offered compared to others.
The prevailing culture of “Ship the MVP!” – where sites and apps are built in the cheapest, fastest way possible without regard for the future – needs to end. In this session, Vuurr will show you how to build web properties right the first time, specifically emphasising analytics and data collection. Learn how to properly configure many analytics tools, track offline interactions like phone calls and tangible marketing efforts, and structure onsite code and content. In addition, you will learn what to do after data has been collected and it’s time to iterate. We’ll show you how these strategies can lead to better decisions by you and your clients.
Lær hvordan du sammensætter et intelligent e-commerce setup, og få indblik i hvordan du skal håndtere komplekse kunderejser gennem measurement og attribution. Lær også hvilke teknologier du med fordel kan bruge til at automatisere din e-commerce marketing.
Measure Right the First Time - Infusionsoft PartnerconVuurr
This document discusses how to properly design and conduct experiments to optimize online marketing efforts. It emphasizes the importance of tracking key metrics across all marketing channels and testing factors one at a time or in full factorial designs. Statistical significance and sufficient sample sizes are also important to avoid incorrect conclusions. Tools like analytics platforms and A/B testing software can help determine the optimal combinations of factors to maximize goals like conversions and revenue.
The document discusses using win/loss analysis to improve sales effectiveness. It notes challenges in tracking win/loss data like lack of tools and methodology. Key questions in tracking include who was won or lost against and the context of wins and losses. The document advocates automating win/loss capture and defines wins and losses in Vendavo as line items meeting a volume threshold within a set number of days. Metrics for analysis include win percentage and revenue compliance. A balanced scorecard is recommended to interpret wins and losses alongside factors like volume compliance and quote cycle times.
11 Tips to Optimize Your Multichannel Marketing CampaignsVivastream
The 11-tip document provides tips to optimize multi-channel marketing campaigns. Some key points:
- Half of companies do not achieve sales quotas due to poor lead management.
- The tips include clearly defining sales-ready leads, ensuring data accuracy, implementing a lead management system, syncing content to prospects, using telequalification, prospect nurturing, compelling offers, increasing urgency over time, and analyzing metrics.
- Case studies show email plus telemarketing can increase qualified leads by 13x over email alone. Nurturing improves conversions as prospects are contacted multiple times. Analyzing metrics allows refining tactics to improve results.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
The document discusses optimizing a PPC account structure. It recommends structuring campaigns based on location, keywords, bidding strategy, or ad scheduling. The account structure should be easy to manage and continuously reviewed to improve goals. Keywords, landing pages, and bids should also be optimized to improve click-through rate, relevance and quality score. Measuring success relies on goals like return on ad spend and market share.
Faster and Better: A 360 Approach to Customer ProfitabilityVendavo
The document discusses how SAP and Vendavo partner to help customers improve profitability through price and margin management. It notes that their partnership has over 70 joint customers across industries, managing an estimated $200 billion in revenue. Integrating SAP and Vendavo solutions can help salespeople sell more profitably and companies increase margins through better pricing insights and analytics.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
Vendavo University Bootcamp: B2B Pricing BasicsVendavo
This document discusses various approaches to pricing, including cost-based pricing, market-based pricing, and value-based pricing. It notes that cost-based pricing ignores market factors and customer value, while market-based pricing can promote unhealthy competition. Value-based pricing allows setting higher prices for customers who receive more value and lower prices for low-value customers to expand market size. The document also discusses elements that influence a customer's willingness to pay, such as perceived value, and the importance of maintaining a relationship between price and value.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
The document discusses a new feature created by Google called "Mail Goggles" that aims to prevent users from sending regretful emails while intoxicated. Mail Goggles is an application for Gmail that makes users solve simple math problems before being able to send a message late at night on weekends, when drunken emails are most common. It is meant to give users a pause to reconsider potentially embarrassing emails to exes, bosses, or others that may damage relationships or careers. The feature was inspired by a Google engineer who regretted drunk texts and emails to past romantic interests.
1. The World Health Organization has warned governments that the avian flu outbreak poses a serious global threat and has urged governments to provide funds and technical assistance to help countries prepare.
2. Professor Albert Osterhaus says that no country is fully prepared for an influenza pandemic and that scientists have been warning of the dangers of another global pandemic for years.
3. The latest avian flu outbreak is a warning of a potential pandemic, though a worldwide pandemic is unlikely; however, the threat still needs to be taken seriously according to experts.
High throughput analysis and alerting of disease outbreaks from the grey lite...Nigel Collier
The document discusses text mining of disease outbreak reports from online news and other unstructured sources for early detection of public health threats. It describes the BioCaster system which analyzes over 9,000 news reports daily using natural language processing and a multilingual ontology to extract structured event data on outbreaks from multiple languages. The system aims to supplement traditional surveillance and support timely response by public health experts.
Nicholas Tenhue - Open & User Innovation in CrisesPeter Svensson
This document discusses open and user innovations that occurred in response to the 2011 Fukushima nuclear crisis in Japan. It describes how individuals and communities reacted in three main ways: 1) By sharing information on social media to disseminate updates and form projects. 2) By making official radiation data more accessible and understandable through open data initiatives and visualizations. 3) By creating crisis maps and hardware like Geiger counters to collect and map radiation levels across Japan. These grassroots efforts helped fill information gaps and give people a better sense of the risks when official sources provided limited or unclear information.
ALPS WG Update - IAB Ad Ops Summit, Fall 2009Eric Goldsmith
Working group status update at the Interactive Advertising Bureau's 2009 Ad Operations Summit in New York, Nov 16, 2009.
The Ad Load Performance Scoring (ALPS) working group, with membership from AOL, Yahoo, Microsoft and Google, is developing a method for 'scoring' the load performance of ads, and incorporates best-practices compliance as well as measured load speed.
Following an earthquake and tsunami in Japan, several nuclear power plants failed, resulting in a nuclear crisis. The document provides information about radiation and its effects on the human body, as well as actions to take in a nuclear emergency, including sheltering, evacuation, and taking stable iodine tablets if instructed. Symptoms of radiation sickness range from nausea and vomiting with mild exposure to hair loss, infections and death with very severe exposure.
The document discusses measurement certification and how it helps ensure accurate ad impression counts. It provides an overview of the IAB measurement certification process, including auditing technology, processes, and data to validate counting methods align with IAB guidelines. It also discusses Orbitz's journey towards compliance, starting with internal best practices like filtering non-human traffic before seeking full third-party certification. The key takeaways encourage IAB membership and reviewing low-hanging fruit in the IAB measurement documentation to work towards compliance.
Paid search best practices are crucial to your success, but no longer sufficient. If you are spending money on PPC but not actively evaluating the competitive landscape for risks and opportunities you will quickly fall behind.
In this webinar, WordStream's founder Larry Kim joins up with competitive intelligence experts at SEMrush to bring you a completely new approach to PPC advertising. They'll share the 4 most important strategies for a comprehensive, holistic approach to paid search sure to make you the leader in your market.
You’ll learn how to:
-Analyze the competition’s performance and strategy
-Assess and optimize your campaign performance
-Apply PPC best practices
-And repeat. adjusting to trends and changes in your market
Visit www.wordstream.com for more details.
4 Steps to Outrank the PPC Competition: SEMrush & WordStreamSemrush
In “4 Steps to Outsmart the PPC Competition: Analyze, Assess Apply, Adjust,” WordStream and SEMrush offer a new approach to PPC advertising. Learn the four most important strategies for paid search, and how to evaluate the competitive landscape for risks and opportunities.
Analyze the competition’s performance and strategy;
Assess and optimize your campaign performance;
Apply PPC best practices;
And repeat, adjusting to trends and changes in your market.
1) The document discusses how paid search bidding has evolved over 15 years from simple bids placed weekly or daily to the need for continuous, data-driven bidding optimized for maximum profit. 2) It explains that true efficient bidding requires massive data analysis to continuously adjust bids based on changing consumer behavior and market demand. 3) Predictive search bidding uses big data analytics and machine learning to automate high-frequency bidding aimed at the most profitable bids rather than just maximum clicks or revenue.
The document provides information about digital marketing and key performance metrics. It discusses:
- The importance of numbers and metrics like click-through rates and conversion rates for evaluating digital marketing campaigns.
- Guidelines for good click-through rates depending on industry and ad position, with rates like 6%+ for position 1 and 1% for position 5 and lower.
- That average conversion rates are around 2-5% but the top performers achieve much higher rates like 11%+, indicating there is room for most to improve substantially.
- How Google Quality Score affects ad rankings, costs, and return on investment, making it important for marketers to optimize.
Gianluca Binelli — Advanced PPC: Create Your Own Automated Bid StrategiesSemrush
These slides were presented during the SEMrush webinar 'Advanced PPC #3: Create Your Own Automated Bid Strategies'. You can access the video and the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-3-create-your-own-automated-bid-strategies/
Google Adwords Bid Simulator Reference Guideisa-media GmbH
The document describes Google's Bid Simulator tool which estimates how an advertiser's keyword performance may change if they adjust their bids. It provides transparency into Google's auction process to help advertisers bid more effectively. The Bid Simulator estimates clicks, costs, impressions and position data based on how the keywords actually performed in the last seven days. This helps advertisers understand the potential impact of different bids without having to experiment directly. The document provides details on how to access and interpret the Bid Simulator's simulations and calculations.
The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.
Google Ads is a tough nut to crack. Sure, you can get started within minutes, but there is a whole host of factors that determine whether or not you will get any joy from the platform. One of the most instrumental factors is keyword performance optimization.
The document provides an overview of pay-per-click (PPC) advertising, including how PPC campaigns work on Google AdWords. It discusses setting up campaigns and ad groups, choosing keywords, writing ads, bidding and setting budgets, landing pages, and optimization. Key aspects include structuring accounts with campaigns and ad groups containing relevant keywords and ads, writing ads that closely match keywords and landing pages, and optimizing for quality score and click-through rate.
This document provides answers to exam questions about Google AdWords. It begins by stating the copyright and then lists various AdWords exam answers that are available for purchase for $15. The remainder of the document consists of explanations of the answers to 18 sample AdWords exam questions related to topics like bid strategies, campaign management, and extensions.
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods including information storage and retrieval systems, without the prior written permission of the publisher.
3 steps to PPC domination by Lance LovedayAnton Shulke
This document outlines 3 steps to dominate pay-per-click (PPC) campaigns in 2018: 1) Buy the most valuable traffic first by visualizing campaign data to identify high-performing keywords, ad groups, and traffic sources; 2) Use quality score to gain an advantage by improving ad relevance to increase quality score and campaign performance; 3) Optimize campaigns to deeper funnel metrics like sales qualified leads (SQLs) rather than just leads to improve ROI. Taking these steps includes data analysis, campaign restructuring, and optimizing to the deepest measurable metrics.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
This document provides an overview of bidding strategies and principles for Google AdWords campaigns. It begins with discussing the importance of proper goal setting, tracking, and attribution modeling as prerequisites for effective bidding. It then outlines several bidding principles, such as using value per click to guide max CPC bids and calculating bid adjustments based on segment performance compared to campaign averages. The document introduces a bidding framework that matches bid strategies to monthly conversions, with the goal of increasing quality score and ad rank through both manual optimization efforts and automated data-driven bidding. It concludes by listing several free bidding tools, scripts, and third-party platforms.
This document discusses using location bid modifiers in AdWords to improve returns on ad spend (ROAS). It notes that different neighborhoods have different customer conversion rates, but AdWords treats all clicks from a city equally. Precisely adjusting bids by neighborhood can significantly improve ROAS. The company Predicative offers location bid optimization services, using AdWords location bid adjustments to maximize gains in high-ROI areas and improve overall ROAS by 84% for one client.
The document discusses Google AdWords Quality Score, which is a major factor in determining ad placement and cost. It provides 7 key facts about Quality Score: 1) Click-Through Rate is most important, followed by ad-keyword relevancy. 2) Quality Score is calculated individually for each keyword. 3) Quality Score does not impact at the ad group level. 4) Google and Display Network Quality Scores are independent. 5) Search Partner Quality Scores are also independent. 6) Bidding more does not instantly raise Quality Score. 7) Different match types do not affect Quality Score. Understanding Quality Score is critical for campaign success.
- The AdWords auction determines the position of ads based on the advertiser's maximum cost-per-click bid (Max CPC) and Quality Score. A higher Quality Score and competitive bid can result in a higher ad position even with a lower bid.
- Quality Score is a measure of how relevant, useful, and providing of a good user experience an ad and landing page are based on click-through rate, relevancy of keywords and ads to searches, and landing page quality.
- In the example given, Scott's ad would show in first position because it had the highest Quality Score and competitive Max CPC bid, even though Alison and Jon bid higher amounts. Actual cost-per-click
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1. The subtle science of bidding Guide
The subtle science of bidding
Understanding nuances of the SEM marketplace
Contents Search keyword management and executing a bidding strategy can be complicated. Beyond the usual bid, cost
1: Bid, CPC, and per click (CPC), impression, and position considerations, several nuances in the search engine marketing (SEM)
impressions:
auction mechanism to consider when making bid decisions. This white paper explores the marketplace features
The real story
that Adobe leverages on behalf of its advertisers to generate maximum return for their advertising dollar.
1: What adwords tell you
2: The actual auction
Before delving into the details, it’s instructive to understand how Google’s Ad Rank system truly works (versus
mechanism
how we are told it works).
3: Brand keyword
management
5: Second order effects
Bid, CPC, and impressions: The real story
6: About the Adobe
Digital Marketing Suite Here is the daily data for an exact match brand keyword. The data is normalized to eliminate day-of-weeks effects.
7: About Adobe Systems
Incorporated Bid CPC Average Position Clicks Impressions
$23.38 $1.35 1.01 1,868 14,105
$17.80 $0.50 1.09 1,701 9,039
$9.42 $0.33 2.01 9,00 5,625
These numbers are surprising. Knowledge of the auction marketplace as well as information provided by Google’s
AdWords helps, but even then, these numbers don’t make a lot of sense. Here is why this data is unexpected.
• If a bid of $23.38 got an average position of 1.01 at a CPC of $1.35, why did a $9.42 bid get position 2.01? You
would expect the $9.42 bid at position 1 because it’s so much higher than the CPC of the current position.
• Why did impression volume drop when the bid changed from $23.38 to $17.80? Oddly enough, click volume
did not change much.
• Why did CPC increase so much from position 1.09 to 1.01?
• Why the huge gap between the bid and CPC?
Although Google data is being used to explain these observations, all search engines employ a similar strategy
to determine CPC.
What AdWords tell you
The Google Help pages state that the CPC paid is a function of bid, quality score, and your competitors’ bid and
quality score.
Step 1 Google calculates the Ad Rank for all advertisers in the auction in which
Ad Rank = Quality Score * Bid
Step 2 Advertisers are in descending order of their Ad Rank.
This determines rank in the auction process.
Step 3 CPC is calculated as:
CPC = (the next closest and lower Ad Rank to yours)/your quality score + $0.01
2. Here is a dataset to understand how the auction mechanics work.
Advertiser Bid CTR QS Rank=QS*Bid Rank2=CTR*Bid
A $25 15% 10 250 3.25
B $10 8% 7 70 0.8
C $10 2% 4 40 0.2
According to Google, Advertiser A has the highest Ad Rank, so A wins the auction and gets position 1. The CPC
that Advertiser pays is:
This explanation is incomplete and incorrect for the following reasons:
• Ad Rank is more a product of CTR and bid rather than quality score and bid. For this example, this is referred
to as Rank2. Because CTR and quality score are strongly correlated, this modified Ad Rank is not much
different from Google’s explanation. Although using QS or Rank2 does affect position in the above auction, it
would affect the CPC calculation. Using Rank2 yields Advertiser A an effective CPC of $5.33 (0.8/15%).
• The explanation doesn’t answer the question of why bidding substantially higher than the position 1 CPC
could still get Advertiser A position 2.
• It also doesn’t answer why a lower bid might get Advertiser A the same position but a lot less impressions,
especially on the brand words.
The actual auction mechanism
The actual mechanism is best understood in the following steps.
• Advertiser A’s bid and the competitors’ bid determine the auction marketplace. Google uses Advertiser A’s
bid and its competitors’ bids to determine which keyword match type and bid combinations participate in an
auction at a query level.
• When the auction participants are determined, the Ad Rank is calculated based on CTR or a CTR proxy and bids.
The CTR proxy that Google calculates is an estimate of CTR at position 1. So if an ad has never seen position 1,
Google estimates it. Like any calculation, the estimates could be way off, which in turn could hurt CPC.
• If Advertiser A wants to come on the left side of the page (above the organic ads), Google has an artificial
threshold to beat. So in a sense, Google’s organic results are competing with Advertiser A for rank.
• Finally, CPC is determined by the formula discussed above.
This modified auction mechanism explains the questions posed above:
• The bid and CPC are more decoupled than typically thought. The bid determines the type of advertiser
competing in the auction. A very high bid on a broad match keyword means participation in many auctions,
which means more impressions and clicks. This explains the observed drop in impressions, even at the same
position (1.01 to 1.09)
• The CPCs observed for position 1 and position 2 are independent, because the participants for those
auctions were different. Although Advertiser A bid higher than the position 1 CPC, Advertiser A could get
position 2 because Google let another high-bidding advertiser participate in A’s auctions when A was bidding
low. You cannot calculate the CPC at position 2 just by looking at position 1’s CPC. You must look at the bid
and the CPC.
Note: Adobe models CPCs by looking at the combination of bid, CPC, clicks, and impressions to get 90%–95%
model accuracy. While it appears difficult to model, it’s possible with sophisticated math.
The subtle science of bidding Guide 2
3. When making bidding strategies and decisions, consider the following.
• Bid is far more important than CPC. Bid determines CPC and the competitors in the auction marketplace.
• Position is only an artifact of the auction. It doesn’t determine anything, so don’t pay undue attention to it.
Instead pay attention to bid, CPC, clicks, and ROI. They are the true performance metrics.
• Dramatic bid changes can adversely affect the CTR estimates that search engines make on keywords as they
move positions. This can hurt CPCs.
• A strategy of bidding brand keywords high to position 1 could be very detrimental for performance. Typically,
this strategy leads to higher CPCs but not many extra clicks. Hence, effective management of an SEM
campaign requires close monitoring of all keywords in the account, including the brand.
Brand keyword management
Many SEM managers believe that brand keyword bid management is easy. Because the ROI on these keywords
is so high, many SEM managers just bid these keywords to a high level and then leave the bids alone. This
strategy can be very inefficient.
An Adobe client wanted to test this hypothesis by bidding their exact match brand keyword from 1.05 to
exactly 1.0 at the end of April. The data presented has been normalized, but the trends are exactly what we
saw.
When the bid was raised by 20%, the impressions increased. However, looking historically, the impression
volume was not abnormally high. On the CPC and conversion side, however, some dramatic trends were
observed. On the third day of the bid change, CPCs shot up three times with a simultaneous conversion rate
drop. The net result was that ROI tanked.
The subtle science of bidding Guide 3
4. Most SEM managers do not realize that there’s a big difference between position 1.0 and any other position.
For instance, take the average position of 1.05. At this position, position 1 is not achieved 5% of the time
because the search engines are experimenting with other advertisers at this position. If the goal is position 1 all
day, the search engines charge a huge premium for denying them the chance to experiment. Moreover, when
bidding very high, you participate in more auctions, many of which aren’t relevant. As a result, the quality of
clicks is lower, and conversion rates drop. While in theory this is only supposed to happen for broad match
keywords, the above example shows that this is not always the case.
You might ask, “Why do the search engines want to experiment with position 1?” One reason is that search
engines need to constantly refine the quality score estimates for all advertisers. Remember, quality score is
based on the estimate of CTR at position 1. If an advertiser has not seen position 1, the search engines base
quality score on an estimate that could be quite wrong.
Here is another example, this time from Bing. The branded keyword was bid to $1 every day. On February 11,
the bid was brought down to $0.26 due to an impression volume drop. When the bid was raised again, the
impression volumes recovered, but a much lower position at a higher CPC was observed.
When the bid was lowered, the impression volumes fell, and Bing’s CTR estimate at position 1 was inaccurate.
As a result, Bing estimated a much lower CTR than before, so they began to charge a much higher CPC at the
same position.
What is the advertiser to make of all this?
• Bid management for brand keywords is complicated.
Due to the subtleties involved, you need a very sophisticated approach to managing brand keywords.
• An off-hand approach to brand keyword bid management does not work.
The traditional strategy of bidding all brand keywords very high can be detrimental, leading to higher CPCs
and lower conversion rates. Moreover, advertisers are exposing themselves to the whims of the search
engines. Smart brand keyword management requires a highly accurate and precise bidding strategy just like
non-branded keywords. Using sophisticated mathematics, you can build keyword bid, CPC, clicks, and
performance trade-off models to 90%–95% accuracy.
The subtle science of bidding Guide 4
5. • Position 1.0 is usually very expensive.
The commonly held notion that position 1.0 and 1.2 are very similar is wrong. The search engines charge a
much higher CPC for position 1. It’s almost always better to be at position 1.05 or lower than position 1.0.
While the point is subtle, its effect on brand keyword performance is huge. This also means that you must
model out keyword performance at the high positions with a lot of granularity.
Second-order effects
Many marketers like to think that each keyword operates on its own and that its performance is a function of its
own bid, CPC, impression, and ROI trade-offs. However, the truth is that for effective campaign management, you
must look at keywords simultaneously to make smart decisions.
Simultaneous keyword management has two parts. One is the bid management piece. Assuming the exact bid,
CPC, and performance trade-off for every keyword are known, look at the trade-offs of all managed keywords
at the same time to make optimal bidding decisions. The outcome of this approach is called Portfolio Theory, a
rigorous mathematical method that guarantees the best outcome for any goal. The details of this method are
covered in the white paper “Algorithms and Optimization.” The other part is second-order effects:
understanding keyword performance trade-offs due to decisions made on other keywords in the campaign.
Consider a Google brand campaign where the bulk of traffic came from three broad-matched brand keywords.
Clearly, December 6 was a disaster. Not only did impression volume tank from 500,000 impressions to
150,000, but spend went up from an average of $600 per day to $12,000.
The first clue to what happened comes from the impressions. On a usual day, the bulk of the impressions came
from Brand 1, but on December 6, its impression volume decreased dramatically. The bid, CPC chart below
provides more insight as to what happened.
The subtle science of bidding Guide 5