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Reaching Peak PPC Performance
Whipping Existing Accounts into Shape.
Jeff Allen Talking About Quality Score?
I feel a little like Bill Murray telling Bugs Bunny how to dunk in front of MJ right now.
#BradBoosJeff
Clear Your Blinders
The Best Practices Spiral
Good Creative Stuff Happening
Good Boring Stuff Happening
Best Practices Line
Newbie2-3 years in PPC
Geo-Targets
Cost to Conversion Threshold
Blast that Fat, Fast!
Pause keywords that over the past year have:• 0 conversions & spent >4x CPA goal• 1 conv. & spent >3x goal• 2 conv. & spent >2.5x goal• 3 conv. & spent >2x goal • 4 conv. & spent >1.5x goal
Cut $20k of wasted spend in 15 minutes.
Shared Library Utilization
Conclude Ad Tests
If ad tests have reached statistical significance, conclude them! Run the best ad until you get to ad writing again.
Quality Score+
QS… a.k.a Get My Comeuppance
QS Analysis Pre-break Out
Keywords Per Ad Group
Strategy:
Break out top 25 keywords by impressions into ad groups with only 1 keyword.
QS Analysis Post-break Out
No 1-2 QS
3x QS 10
7-days later
CIA Was
Here
Conversions Pre/Post-break Out
30-day periods pre/post-break out
#CPLisforSissies
Here’s Where the “+” Comes in
Exact Match Ad Group Phrase Match Ad Group
Winner in the exact match ad group has a CTR that is 50% lower than the winner in the phrase match ad group.
Here’s Where the “+” Comes in
Exact Match Ad Group Exact Match/Diff Order Ad Group
Winner in exact match but different order ad group is 3 full percentage points higher!
Impact on Conversions
432 extra conversions just by having the right ad in front of the right person.
Thank You!Jeff AllenAccount DirectorHanapin Marketing@JeffAllenUT