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Instructed by Jon Morris.
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Paid Search Campaigns:How to Excel with Analytics
Jon MorrisFounder & CEO
Rise Interactive
• Univ. of Chicago Booth alum, MBA Class of 2005
• Started Rise Interactive with $10,000 in 2004
• Transformed the agency into a multi-million dollar business in 8 years
• Interactive Investment Management (IIM)
About Me
AT&T Stock Market Challenge
Interactive Investment Management
IIM Challenge
Same Budget
Same Company
One Winner
IIM in Its Infancy
1792 1982 2013
Competitive Reporting
Ask the Right Questions
Akinator the Web Genie
Homework Assignment
Five Essential Questions
1. What Are Your Goals/Objectives?
2. What Is Your Budget?
3. How Are You Performing Against Those Goals?
4. What Is Driving That Performance?
5. What Are You Doing About It?
Define Quantifiable Goals
• E-Commerce• Lead Generation• Branding
E-Commerce
• Return On Ad Spend (ROAS)– Average Order Value– CPC– Conversion Rate
• Cost Per New Customer (LTV)– CPC– Conversion Rate– Database Filtering
• Awareness
Lead Generation
• Average Order Value• Conversion Rate• Margin • Cost Per Lead
Measuring Brand Engagement
BRAND METRICS CALCULATOR
Engagement Type Point Value
Request a Meeting 200
Download White Paper 40
Watched Video 10
Opted in to the newsletter 5
Navigated four plus pages 4
Navigated three pages 3Sample
Lifeline Report
Week Leads Cost CPLWeekly Goals 250 12,500$ 50$
1/6/2013 96 7,240$ 75$ 1/13/2013 167 11,250$ 67$ 1/20/2013 265 12,470$ 47$
Answering Questions
1. Questions
2. Data Sources
3. Reporting Structure
4. Insights
5. Optimization
Does my messaging differentiate me from my competitors?
Paid Search: Text Ads“Auto Insurance”
How do I ensure my ads only appear if my product is in stock and competitively competitors
priced?
Out-of-Stock & Discontinued Items
FeedPro Campaign
Ad Group 1(Product 1)
Keyword 1.1(SKU)
Keyword 1.2(Brand SKU)
Keyword 1.3(Prod_Name)
Text Ad 1.1(Always On)
Text Ad 1.2(On Sale)
Text Ad 1.3( Free Ship)
Ad Group 2(Product 2)
Keyword 2.1(SKU)
Keyword 2.2(Brand SKU)
Keyword 2.3(Prod_Name)
Text Ad 2.1(Always On)
Text Ad 2.2(On Sale)
Text Ad 2.3(Free Ship)
PAUSED
PAUSED
PAUSED
PAUSED
PAUSED
In StockNot on SaleFree Shipping
Not In StockOn SaleNo Free Shipping
Out-of-Stock & Discounted Items
SKU
1234A
1234B
1234C
1234D
1234E
1234F
1234G
Product Name
Product A
Product B
Product C
Product D
Product E
Product FProduct
G
Client Price
100
150
15
120
23
32
5
Competitor Price
80
140
20
110
26
25
7
% Difference
20%
7%
8%
22%
Competitive PricingFeedPro
How do I ensure my ads are as targeted as possible when the
attributes are constantly changing?
Text Ads
Text Ad Template:[City] ApartmentsFind 1 to [MaxBR] Bedroom [City]Apartments Now From Just $[MinRent]
Text Ad Output:Santa Monica ApartmentsFind 1 to 3 Bedroom Santa MonicaApartments Now From Just $1200
MSA City Properties MinRent MaxBRLos Angeles CA Santa Monica 33 1200 3
The Solution: Example
How much are my competitors spending on paid search?
Paid Search: Overall SpendCategories
Source: AdGooroo
Paid Search: Overall SpendInternet Marketing Services: Top Advertisers (monthly)
Source: AdGooroo
Advertiser Spend Imp Clicks CTR CPC Pos Coverage
seop.com $484,771 1,276,668 66,100 5.18% $7.33 0.5 78%
constantcontact.com $402,514 2,480,775 169,015 6.81% $2.38 0.9 86%
icontact.com $319,173 1,555,339 69,859 4.49% $4.57 1.1 95%
rankpay.com $160,847 997,637 23,349 2.34% $6.89 2.6 79%
campaigner.com $150,155 641,815 11,893 1.85% $12.63 2.4 94%
customermagnetism.com $140,339 563,983 16,588 2.94% $8.46 0.7 69%
seo.com $139,725 470,952 20,070 4.26% $6.96 2.8 62%
Paid Search: Budget Allocation
Category 1 Category 2
What keywords are my competitors spending money on in the search
engines?
Paid Search: Overall SpendTop Keywords
Source: AdGooroo
Keyword Spend Imp Clicks CTR CPC # Ads Seen Coverage Advertisers
seo $510,737 2,888,512 87,530 3.03% $5.84 4.63 69.81% 15
email marketing $219,354 511,393 7,750 1.52% $28.30 4.06 89.37% 8
search engine optimization $182,146 888,950 20,698 2.33% $8.80 4.56 55.89% 24
seo company $122,420 539,060 11,709 2.17% $10.45 4.16 50.95% 21
seo services $112,968 491,307 12,226 2.49% $9.24 4.69 60.45% 17
seo companies $58,758 258,927 5,225 2.02% $11.25 4.65 51.27% 21
internet marketing $38,010 242,649 6,000 2.47% $6.33 1.91 36.46% 12
Paid Search: Keyword OverlapKeywords unique to statefarm.com
Source: SpyFu
Are my text ads and landing pages targeted to the keyword searched?
Paid Search: Targeting“Chicago Auto Insurance”
Paid Search: Targeting“New York Auto Insurance”
Paid Search: TargetingState Farm
Paid Search: TargetingGEICO
1. Master the 5 Questions
2. Quantify Your Goals/Budget
3. Question Data Reporting Insights
4. Maximize Budget for Top Performers
5. Understand What Makes You Great
Key Takeaways
Move The Needle
Move The Needle
- Go to Google and search for the paid searchads and landing pages of three competitors.
- Jot down the strengths and weaknessesof each one.
- After comparing yourself to the competition,ask yourself: what makes me great?
"Move the Needle"
Thank You
Jon Morris
Founder/CEO, Rise Interactive
jon.morris@riseintearctive.com
@jonbmorris
@riseinteractive
www.onlinemarketinginstitute.org
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