PPC Bidding Strategies: from Foundational to Flexible

Bidding Strategies: from Foundational to Flexible James Svoboda
Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from
Foundational to Flexible
Presented by: James Svoboda @realicity
SearchFest: #FAIL Free PPC
Download: www.webranking.com/presentation

DEVELOPING A
FOUNDATIONAL BID
STRATEGY
How much you bid for PPC traffic should be based
on what you can reasonably afford to spend,
based on what you reasonably expect to make.
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda

WHAT CAN YOU SPEND PER CONVERSION?
Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report

PRIMARY CONVERSIONS: SALES, LEADS & CALLS
Credit: U.S. Census Bureau, Ashley Porter, The Simpsons

EXPECTED CONVERSION RATES VARY
Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report

EXPECTATED COST-PER-CONVERSION
Average CPC / Expected Conversion Rate
= Expected Cost Per Conversion
example:
$1.00 CPC / 5% ECR = $20 Conversions
If Target Spend/Cost Per Conversion = $20, then
you can bid up to $1.00 Per-Click

MEASURE SECONDARY CONVERSIONS
Credit: mnsearch.org, Long Path Tool

KEYWORD MATCHING,
ACCOUNT STRUCTURE
& BID LEVELS

Those aren't the Keywords you're bidding on…

EXACT MATCH: [running shoes]
• Same plural or singular matching
• Same word order
• Same punctuation
• No misspellings or alternatives
• No extra words in the query
running shoes = running shoes
nike running shoes = nike running shoes
womans nike running shoes = womans nike running shoes
woman’s nike running shoes = woman’s nike running shoes

PHRASE MATCH: “running shoes”
• Same plural or singular matching
• Same word order
• Same punctuation
• No misspellings or alternatives
• + extra words in the query
running shoes = running shoes
running shoes = nike running shoes
running shoes = womans nike running shoes
running shoes = woman’s nike running shoes

BROAD MATCH: running shoes
• Needs only loosely Match 1 Word in Keyword
• Any plural or singular matching
• Any word order
• Any punctuation
• Any misspellings or alternatives
running shoes = nike shoe
nike running shoes = nike horse shoes
womans nike running shoes = shoes
woman’s nike running shoes = mens sneakers

MODIFIED BROAD: +running +shoes
• Needs to Match All Anchored Words in Keyword
• Any plural or singular matching
• Any Same word order
• Any punctuation
• Any misspellings or alternatives
running shoes = shoes for running
nike running shoes = 2014 nike running shoe
womans nike running shoes = nike woman running shoes
woman’s nike running shoes = nike running shoe women

ACCOUNT STRUCTURE by WORD SEGMENTS
 shoes
  running shoes
  womens shoes
  nike shoes
   nike running shoes
   womens running shoes
  womens nike shoes
    woman’s nike running shoes

1 WORD KEYWORDS: shoes

2 WORD KEYWORDS: running shoes

3 WORDS: womens running shoes

4+ WORDS: womens nike running shoes

KEYWORD CPCs & CONVERSION RATES VARY
Keyword CPC CR
running shoe $ 2.11 2%
running shoes $ 1.35 2%
womans running shoes $ 2.01 5%
womens running shoes $ 1.81 5%
womans nike running shoes $ 1.29 8%
women nike running shoes $ 0.94 8%
womens nike running shoes $ 0.91 8%
nike womens running shoes $ 0.76 8%

KEYWORD MATCHING & BID LEVELS

TIERED BIDS & KEYWORD GROUPS
running shoes = $1.00 CPC for profit
+running +shoes @ $0.75
[running shoes] @ $1.00
negative keywords: -nike, -nikes, - womans, -woman, etc.
nike running shoes = $1.25 CPC for profit
+nike +running +shoes @ $1.00
[nike running shoes] @ $1.25
negative keywords: -womans, -woman, -women, etc.
womens nike running shoes = $1.50 CPC for profit
+womens +nike +running +shoes @ $1.25
[womens nike running shoes] @ $1.50

CAMPAIGN STRUCTURE

HIGHER CTR, CR & QS

FLEXIBLE BIDDING

FLEXIBLE BID STRATEGIES

Enhanced CPC: Affects Everything
Uh, AdWords?... Where are all the Settings & Options?
Recommendation: Use only on Select Ad Groups

TARGET SEARCH PAGE LOCATION – Good
Recommendation: Use Only on Select Keywords
Good Settings & Options for Greater Control

MAXIMIZE CLICKS – AKA Give Google Control
Little Control with Settings & Options
Only Use on Select Ad Groups & Keywords

TARGET COST-PER-ACQUISITION
Marginal Control with Settings & Options
Use only on Select Ad Groups, Good for Lead Generation

TARGET RETURN ON AD SPEND (ROAS)
Marginal Control with Settings & Options
Use Only on Ad Groups & Keywords, Good for Ecommerce

BID ADJUSTMENTS BY AVERAGE PROFIT & LOSS
Keyword Segments (Ad Groups)
Avg CPC
Bids
Average
CR
Avg Cost
Per Conv.
Avg
Profit
Profit &
Loss
Bid
Adjust.
running shoe(s) $ 2.00 2% $ 100 $ 100 $0 -50%
womans running shoe(s) $ 2.00 5% $ 40 $ 100 $60 0%
nike womans running shoe(s) $ 1.00 8% $ 12.50 $ 100 $87.50 +200%

BIDDING STRATEGIES: from FOUNDATIONAL to FLEXIBLE
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog
Hero Conf – April 2014
THANK YOU!

PPC Bidding Strategies: from Foundational to Flexible

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PPC Bidding Strategies: from Foundational to Flexible