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aaron levy ppc planning ppc to save your sanity

9 PPC Planning Tips to Save Your Sanity

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PPC tips on how to avoid "chicken little" syndrome. How to manage mobile budgets in Enhanced Campaigns, test small to win big, challenge conventional best practices and how to set yourself up for success.

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Page 1: 9 PPC Planning Tips to Save Your Sanity

aaron levy

ppc planning ppc to save your sanity

Page 2: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

@bigalittlea

Page 3: 9 PPC Planning Tips to Save Your Sanity

@SEERinteractive

Page 4: 9 PPC Planning Tips to Save Your Sanity

ppc has a problem

flickr.com/photos/ishmaelo

Page 5: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

flickr.com/photos/bunchofpants/

Page 6: 9 PPC Planning Tips to Save Your Sanity

3 stages x 3 ideas = 9 tips to keep it together

Page 7: 9 PPC Planning Tips to Save Your Sanity

7 beer

beer

beer

food

food food food

food & beer food

food food food

food

Page 8: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

flickr.com/photos/bluesquarething/

Page 9: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

Page 10: 9 PPC Planning Tips to Save Your Sanity

10

prepare

flickr.com/photos/henryalva/

Page 11: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

1: meez

flickr.com/photos/bluesquarething/

Page 12: 9 PPC Planning Tips to Save Your Sanity

12

LEARN:

the busness the goals the stakeholders the fears the marketing plan the bonus plan

@bigalittlea

Page 13: 9 PPC Planning Tips to Save Your Sanity

RO

LE

PL

AY

ING

@nick_vigg: "every second week of the month conversions pick up…”

Page 14: 9 PPC Planning Tips to Save Your Sanity

RO

LE

PL

AY

ING

@client: "we run radio the second week of most months. think that has an impact…?”

Page 15: 9 PPC Planning Tips to Save Your Sanity

DO

ES

RA

DIO

IMP

AC

T?

yes. yes it does.

Page 16: 9 PPC Planning Tips to Save Your Sanity

DR

OZ

= P

RO

FIT

!

Page 17: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

SEARCH VOLUME SPIKE R

AS

PB

ER

RY

KE

TO

NE

S

Page 18: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

GUESS HOW MUCH CLICKS COST? R

AS

PB

ER

RY

KE

TO

NE

S

Page 19: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

2: label relentlessly

Image credit: http://ralamac.deviantart.com/

Page 20: 9 PPC Planning Tips to Save Your Sanity

20

“AdWords Labels for Effective Account Management: Moar Labels!” - @michellemsem

@bigalittlea

“AdWords Labels: Why I Love Them & You Should Too”- @katiewalton85

“4 Ways I Use AdWords Labels to Manage My AdWords Campaigns Faster” - @AndrewLolk

Page 21: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

UNIVERSITY CLIENT L

AB

EL

RE

LE

NT

LE

SS

LY

COLLEGES: 12 PROGRAMS: 60 DEGREE LEVELS: 4 REGIONS: 5 AGENCIES: 2

Page 22: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

400+ campaigns

flickr.com/photos/superyyy100/

Page 23: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

UNIVERSITY CLIENT L

AB

EL

RE

LE

NT

LE

SS

LY

CAMPAIGN:

agency college geo channel

Page 24: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

UNIVERSITY CLIENT L

AB

EL

RE

LE

NT

LE

SS

LY

AD GROUP:

program level branded/non brand

Page 25: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

UNIVERSITY CLIENT L

AB

EL

RE

LE

NT

LE

SS

LY

KEYWORD:

general category-specific program-specific

Page 26: 9 PPC Planning Tips to Save Your Sanity

pow-pow powerpivot

flickr.com/photos/gurana/

Page 27: 9 PPC Planning Tips to Save Your Sanity

27 @bigalittlea

Page 28: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

3: scratch made vs. store-bought

flickr.com/photos/mountjoy/

Page 29: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

Page 30: 9 PPC Planning Tips to Save Your Sanity

SE

ER

RE

PO

RT

HO

UR

S

Jan Feb Mar Apr May Jun Jul Aug Sep

Acquisio Excel

Page 31: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

ROI VS. ROE F

OR

YO

U…

?

ARE YOU A…

small business? small campaign? small spend? low maintenance account?

Page 32: 9 PPC Planning Tips to Save Your Sanity

$=free.99 infinite roi

Page 33: 9 PPC Planning Tips to Save Your Sanity

33

execute

Page 34: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea brecht vandenbrouche

4: keep busy, avoid the busy trap

Page 35: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

AUTOMATED OR ALGORITHMIC? B

ID C

HA

NG

ES

NORMAL BID RULES:

if keyword is x above cpa over 30 days, drop bids by y

if keyword is z below cpa over 30 days, bump bids by q

Page 36: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

DAILY CHANGES = PROBLEM B

ID C

HA

NG

ES

BID RULES WILL:

look at the same keywords

look at the same data

over compensate

Page 37: 9 PPC Planning Tips to Save Your Sanity

seer.is/bidrules

Page 38: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

5: test small, win big

flickr.com/photos/penguincakes/

Page 39: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea “i want to fail fast” flickr.com/photos/jeanpaulmca/

Page 40: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

SO

UN

DS

EX

PE

NS

IVE

? flickr.com/photos/ishinelike/

Page 41: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

MOBILE TEST T

ES

T S

MA

LL

, WIN

BIG

CAMPAIGNS? mature

CMO? test everything now! MOBILE SITE? piece o’ crap

Page 42: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

MOBILE TEST T

ES

T S

MA

LL

, WIN

BIG

SOLUTION? exact-only campaigns best keywords per category sky high mobile bids

Page 43: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

MOBILE TEST RESULTS T

ES

T S

MA

LL

, WIN

BIG

EXPECTED WINNER? 58% higher cpa EXPECTED LOSER? 37% lower cpa

Page 44: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

ACTUAL COSTS T

ES

T S

MA

LL

, WIN

BIG

TEST ACTUALLY SPENT: 3% of total budget TEST COULD’VE SPENT: 13% of budget

Page 45: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

POTENTIAL BUSINSS COST T

ES

T S

MA

LL

, WIN

BIG

TEST COULD’VE COST: 7% of total conversions

Page 46: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

6: set expectations

flickr.com/photos/mistersmed/

Page 47: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

AIM FOR SALES, NOT CLICKS A

WE

SO

ME

OU

TE

RW

EA

R

1.2% ctr 3.7% cvr

1.2% ctr 4.1% cvr

Page 48: 9 PPC Planning Tips to Save Your Sanity

48

grow

flickr.com/photos/mistersmed/

Page 49: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

7: can’t please everyone

flickr.com/photos/penguincakes/

Page 50: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

eh, screw it

Page 51: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf

Page 52: 9 PPC Planning Tips to Save Your Sanity

print all of the things!

flickr.com/photos/blue_mountains_library_-_local_studies/

Page 53: 9 PPC Planning Tips to Save Your Sanity

PA

RA

DO

X O

F C

HO

ICE

Page 54: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

GU

ES

S H

OW

IT W

EN

T flickr.com/photos/ishinelike/

Page 55: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

CUT THE CRAP PA

RA

DO

X O

F C

HO

ICE

SOLUTION curated images 9 categories 9 images per category conv. rate ↑↑↑

Page 56: 9 PPC Planning Tips to Save Your Sanity

56

8: kaizen

Page 57: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

nobody grew from query mining

flickr.com/photos/curtisperry/

Page 58: 9 PPC Planning Tips to Save Your Sanity

storage containers

Page 59: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

Page 60: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

STORAGE CONTAINERS

SOLUTION:

survey the sales team

AL

WA

YS

IMP

RO

VE

Page 61: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

FINDINGS:

regional language need-specific terms red flag negatives

AL

WA

YS

IMP

RO

VE

FIND SOMETHING NEW

Page 62: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

NEW VS. OLD AL

WA

YS

IMP

RO

VE

cost conversions cpa

old storage $356k 3,555 $100

sales team terms

$40k 562 $70

Page 63: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

9: challenge convention

molecularrecipes.com

Page 64: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

no

t for e

ve

ryo

ne

Page 65: 9 PPC Planning Tips to Save Your Sanity

NO

RM

AL

LP

S

Page 66: 9 PPC Planning Tips to Save Your Sanity

…B

UT

WH

AT

IF

Page 67: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

DOESN’T MATTER! L

AN

DIN

G P

AG

E F

OR

MS

RIGHT:

1,162 clicks 83 conv 7.1 % cr

LEFT:

1,175 clicks 85 conv 7.2 % cr

Page 68: 9 PPC Planning Tips to Save Your Sanity

lets play again!

Page 69: 9 PPC Planning Tips to Save Your Sanity

NO

RM

AL

3-C

OL

UM

N

Page 70: 9 PPC Planning Tips to Save Your Sanity

CE

NT

ER

3-C

OL

UM

N

Page 71: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

WEIRD WINS! L

AN

DIN

G P

AG

E F

OR

MS

CENTER:

215 clicks 30 conv 14.0 % cr

RIGHT:

187 clicks 23 conv

12.3 % cr

Page 72: 9 PPC Planning Tips to Save Your Sanity

72

oh s*%#...

flickr.com/photos/feil/

Page 73: 9 PPC Planning Tips to Save Your Sanity

73

10: life in the weeds

flickr.com/photos/kenudigit/

Page 74: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

em

bra

ce

su

rpris

e

flickr.com/photos/judybaxter/

Page 75: 9 PPC Planning Tips to Save Your Sanity

ENHANCED CAMPAIGNS

Page 76: 9 PPC Planning Tips to Save Your Sanity

76

Page 77: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

“they’re just campaigns now…”

@fmshovlin

Page 78: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

MOBILE:

start with the best

FIG

UR

E IT

OU

T

ENHANCED JUNK

Page 79: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

TABLETS:

-adsenseformobileapps.com -appspot.com -bids in the evening

FIG

UR

E IT

OU

T

ENHANCED JUNK

Page 80: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

GEO:

+ strong conv. rates leave nyc + ca alone

FIG

UR

E IT

OU

T

ENHANCED ADVANTAGES

Page 81: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

SUPER SITELINKS!

FIG

UR

E IT

OU

T

ENHANCED ADVANTAGES

Page 82: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

CROSS DEVICE TRACKING:

call conversions estimated total conversions

FIG

UR

E IT

OU

T

ENHANCED ADVANTAGES

Page 83: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

CROSS DEVICE…

…REMARKETING??

FIG

UR

E IT

OU

T

ENHANCED ADVANTAGES

Page 84: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

you can still clean up

flickr.com/photos/tojosan/

Page 85: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea flickr.com/photos/riekhavoc

reward

Page 86: 9 PPC Planning Tips to Save Your Sanity

@bigalittlea

…or just reward me

flickr.com/photos/brostad/

Page 87: 9 PPC Planning Tips to Save Your Sanity

87

[email protected] slideshare.com/bigalittlea

@bigalittlea