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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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aaron levy
ppc planning ppc to save your sanity
@bigalittlea
@bigalittlea
@SEERinteractive
ppc has a problem
flickr.com/photos/ishmaelo
@bigalittlea
flickr.com/photos/bunchofpants/
3 stages x 3 ideas = 9 tips to keep it together
7 beer
beer
beer
food
food food food
food & beer food
food food food
food
@bigalittlea
flickr.com/photos/bluesquarething/
@bigalittlea
10
prepare
flickr.com/photos/henryalva/
@bigalittlea
1: meez
flickr.com/photos/bluesquarething/
12
LEARN:
the busness the goals the stakeholders the fears the marketing plan the bonus plan
@bigalittlea
RO
LE
PL
AY
ING
@nick_vigg: "every second week of the month conversions pick up…”
RO
LE
PL
AY
ING
@client: "we run radio the second week of most months. think that has an impact…?”
DO
ES
RA
DIO
IMP
AC
T?
yes. yes it does.
DR
OZ
= P
RO
FIT
!
@bigalittlea
SEARCH VOLUME SPIKE R
AS
PB
ER
RY
KE
TO
NE
S
@bigalittlea
GUESS HOW MUCH CLICKS COST? R
AS
PB
ER
RY
KE
TO
NE
S
@bigalittlea
2: label relentlessly
Image credit: http://ralamac.deviantart.com/
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
@bigalittlea
UNIVERSITY CLIENT L
AB
EL
RE
LE
NT
LE
SS
LY
COLLEGES: 12 PROGRAMS: 60 DEGREE LEVELS: 4 REGIONS: 5 AGENCIES: 2
@bigalittlea
400+ campaigns
flickr.com/photos/superyyy100/
@bigalittlea
UNIVERSITY CLIENT L
AB
EL
RE
LE
NT
LE
SS
LY
CAMPAIGN:
agency college geo channel
@bigalittlea
UNIVERSITY CLIENT L
AB
EL
RE
LE
NT
LE
SS
LY
AD GROUP:
program level branded/non brand
@bigalittlea
UNIVERSITY CLIENT L
AB
EL
RE
LE
NT
LE
SS
LY
KEYWORD:
general category-specific program-specific
pow-pow powerpivot
flickr.com/photos/gurana/
27 @bigalittlea
@bigalittlea
3: scratch made vs. store-bought
flickr.com/photos/mountjoy/
@bigalittlea
SE
ER
RE
PO
RT
HO
UR
S
Jan Feb Mar Apr May Jun Jul Aug Sep
Acquisio Excel
@bigalittlea
ROI VS. ROE F
OR
YO
U…
?
ARE YOU A…
small business? small campaign? small spend? low maintenance account?
$=free.99 infinite roi
33
execute
@bigalittlea brecht vandenbrouche
4: keep busy, avoid the busy trap
@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
@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
seer.is/bidrules
@bigalittlea
5: test small, win big
flickr.com/photos/penguincakes/
@bigalittlea “i want to fail fast” flickr.com/photos/jeanpaulmca/
@bigalittlea
SO
UN
DS
EX
PE
NS
IVE
? flickr.com/photos/ishinelike/
@bigalittlea
MOBILE TEST T
ES
T S
MA
LL
, WIN
BIG
CAMPAIGNS? mature
CMO? test everything now! MOBILE SITE? piece o’ crap
@bigalittlea
MOBILE TEST T
ES
T S
MA
LL
, WIN
BIG
SOLUTION? exact-only campaigns best keywords per category sky high mobile bids
@bigalittlea
MOBILE TEST RESULTS T
ES
T S
MA
LL
, WIN
BIG
EXPECTED WINNER? 58% higher cpa EXPECTED LOSER? 37% lower cpa
@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
@bigalittlea
POTENTIAL BUSINSS COST T
ES
T S
MA
LL
, WIN
BIG
TEST COULD’VE COST: 7% of total conversions
@bigalittlea
6: set expectations
flickr.com/photos/mistersmed/
@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
48
grow
flickr.com/photos/mistersmed/
@bigalittlea
7: can’t please everyone
flickr.com/photos/penguincakes/
@bigalittlea
eh, screw it
@bigalittlea changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf
print all of the things!
flickr.com/photos/blue_mountains_library_-_local_studies/
PA
RA
DO
X O
F C
HO
ICE
@bigalittlea
GU
ES
S H
OW
IT W
EN
T flickr.com/photos/ishinelike/
@bigalittlea
CUT THE CRAP PA
RA
DO
X O
F C
HO
ICE
SOLUTION curated images 9 categories 9 images per category conv. rate ↑↑↑
56
8: kaizen
@bigalittlea
nobody grew from query mining
flickr.com/photos/curtisperry/
storage containers
@bigalittlea
@bigalittlea
STORAGE CONTAINERS
SOLUTION:
survey the sales team
AL
WA
YS
IMP
RO
VE
@bigalittlea
FINDINGS:
regional language need-specific terms red flag negatives
AL
WA
YS
IMP
RO
VE
FIND SOMETHING NEW
@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
@bigalittlea
9: challenge convention
molecularrecipes.com
@bigalittlea
no
t for e
ve
ryo
ne
NO
RM
AL
LP
S
…B
UT
WH
AT
IF
@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
lets play again!
NO
RM
AL
3-C
OL
UM
N
CE
NT
ER
3-C
OL
UM
N
@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
72
oh s*%#...
flickr.com/photos/feil/
73
10: life in the weeds
flickr.com/photos/kenudigit/
@bigalittlea
em
bra
ce
su
rpris
e
flickr.com/photos/judybaxter/
ENHANCED CAMPAIGNS
76
@bigalittlea
“they’re just campaigns now…”
@fmshovlin
@bigalittlea
MOBILE:
start with the best
FIG
UR
E IT
OU
T
ENHANCED JUNK
@bigalittlea
TABLETS:
-adsenseformobileapps.com -appspot.com -bids in the evening
FIG
UR
E IT
OU
T
ENHANCED JUNK
@bigalittlea
GEO:
+ strong conv. rates leave nyc + ca alone
FIG
UR
E IT
OU
T
ENHANCED ADVANTAGES
@bigalittlea
SUPER SITELINKS!
FIG
UR
E IT
OU
T
ENHANCED ADVANTAGES
@bigalittlea
CROSS DEVICE TRACKING:
call conversions estimated total conversions
FIG
UR
E IT
OU
T
ENHANCED ADVANTAGES
@bigalittlea
CROSS DEVICE…
…REMARKETING??
FIG
UR
E IT
OU
T
ENHANCED ADVANTAGES
@bigalittlea
you can still clean up
flickr.com/photos/tojosan/
@bigalittlea flickr.com/photos/riekhavoc
reward
@bigalittlea
…or just reward me
flickr.com/photos/brostad/