PPC Tactics ROI - Brad Geddes

David Szetela
David SzetelaVP of Search Marketing Operations
How Important is Bid Management? SES Chicago 2008 Brad Geddes
It’s Important; However… ,[object Object],[object Object],[object Object]
Demo Account ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bid Management Adding  Basic  Bid Management Increased Profit Per Day: $300 Increased Profit per Month: $9000 Expected Effect:  10% reduction in CPCs 10% increase in Conversion Rate Increasing due to: Instituting basic bid management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quality Score Increasing from 6.5 to 8 Increased Profit Per Day: $180 Increased Profit per Month: $5400 Expected Effect:  ~18% reduction in CPCs Increasing due to: Reorganizing account Changing landing pages Rewriting Ad Copy Increasing CTR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversion Rate Increasing from 2% to 3% Increased Profit Per Day: $1000 Increased Profit per Month: $30,000 Expected Effect:  Increase sales from 20 to 30/day Increasing due to: Retraining sales staff Changing landing pages Testing ad copy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Profit Per Sale Increasing Average Profit Per Sale from $100 to $125 Increased Profit Per Day: $500 Increased Profit per Month: $15,000 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Negative Keyword Research Adding Negative Keywords Increased Profit Per Day: $570 Increased Profit per Month: $17,100 Expected Effect:  0.25% increase in conversion rate 0.5 increase in Quality Score Increasing due to: Running search query reports Blocking low converting keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Opening New Inventory Opening New PPC Account Increased Profit Per Day: $250 Increased Profit per Month: $7500 Expected Effect:  Increasing clicks, conversions, and spend by 25% Increasing due to: Using new PPC inventory New CPM campaign Etc… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keyword Research Adding Keywords Increased Profit Per Day: $200 Increased Profit per Month: $4000 Expected Effect:  20% increase in total clicks Increasing due to: Analytics research Keyword research New product descriptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
All of the Above – Except Bid Management Lots of Work!!! Increased Profit Per Day: $3800 Increased Profit per Month: $114,000 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Important is Bid Management? SES Chicago 2008 Brad Geddes @bgTheory
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PPC Tactics ROI - Brad Geddes

  • 1. How Important is Bid Management? SES Chicago 2008 Brad Geddes
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  • 12. How Important is Bid Management? SES Chicago 2008 Brad Geddes @bgTheory