Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap
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Jeff Allen at OMCap October 9-10, 2013 Berlin, DE Topic: Enhanced Campaigns and Mobile PPC
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Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap
- 1. Mistakes & Strategies for Becoming a PPC Hero @JeffAllenUT Jeff.Allen@hanapinmarketing.com
- 2. Why Does This Guy Have A Funny Accent?
- 3. #UtahJeff
- 4. I have just the one wife.
- 11. 3 Things You Should Never Do.
- 12. 1. Never Optimize for Quality Score.
- 14. • Pause Low QS KWs • Keyword Stuffing • Speeding Up Landing Pages • Ad Testing •…
- 15. But Does QS Matter At All?
- 16. Quality Score Correlation with CPA - Ecommerce
- 17. Quality Score Correlation with CPA – Lead Gen
- 19. Reasons It Went Bad: • Encouraged Low Quality Clicks. • Paused High Converting, Low CTR Ads. • Focused More On KWs With History Than Adding New Keywords.
- 20. Easy Fix: Be More Marketer And Less Statistician.
- 21. 2. Never Over-optimize Your Account(s).
- 22. Often, conversions are UNDER REPORTED by up to 20%. Thus being too CPA focused, relying on only one data source, can cost you 1/5 of your sales!
- 23. Optimizations: • Bid up during peak hours. • Bid up kws 10% better than CPA target. • Pause low performing kws. • Add mobile into 1 campaign. Result:
- 25. 3. Never Forget to Segment Reports.
- 26. Lack of context…
- 27. Lack of context… distorts reality.
- 28. Total CPA $90
- 31. Make Your Reports A Fair Fight!
- 32. Smart Segmentation: A. Brand & Non-brand. B. Different Product & Service Types. C. Search & Display. D. New Keywords & Old Keywords. E. All of the Above.
- 34. RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
- 35. CPA UP ACROSS ALL DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
- 36. 28% AFTER CPA DROPS DELETING ALL BID MODIFIERS
- 38. trust but verify
- 39. 3 Strategies To Make You A PPC Hero!
- 40. 1. Increase Segmentation BEFORE Using Bid Multipliers.
- 41. All MOBILE IMPRESSIONS (avg. pos. = change in impressions) 1-1.5 = +170% 1.5-2 = +101% 2-2.5 = +13% 2.5-3 = +17% 3.5-4 = +5% *Excludes Brand Terms
- 42. MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL (avg. pos. = change in impressions) 1-1.5 = -16% 1.5-2 = +170% 2-2.5 = -6% 2.5-3 = -63% 3.5-4 = +42% *Excludes Brand Terms
- 44. TIERED AD GROUPS TYPE MAJORS DEVICE MULTIPLIER NONE (NEAR DESKTOP CPA) FARM ONLY DOWN (< -20% OF DESKTOP CPA) PREP (> -20% OF DESKTOP CPA) -100%
- 45. Bid Multiplies Push Top Performing Keywords Off The Page But Leave Poor Performing Keywords In The Same Position.
- 46. 2. Focus on the 20%.
- 47. 80% Of Your Results Will Come From 20% Of Your Keywords.
- 48. Create “Top Performer” Campaigns That House Your Most Important Keywords.
- 49. 1 Campaign Per Match Type. 1 Keyword Per Ad Group. No Nonsense.
- 50. 30-day periods pre/post-break out Cost Sales
- 51. Find the 20% of Keywords that Drive 80% of Your Volume and Focus a Disproportionate Amount of Time on Them.
- 52. • • • • • Ad Testing Testing Match Types Bid Management New Networks Create Performance Baselines
- 53. 3. Segment Campaigns by Match Type, Exclude Search Partners from Phrase and Broad.
- 55. Google Search CPA = $62 Google Partner Search CPA = $97
- 56. Match Type on Delta from CPA Search Partners Google Partner Search Google Search Broad $175 25% Phrase $119 Broad Match = $97 Exact $71 45% 88%
- 57. Campaign Match Type Google Partner Search Ferrari Collectables (B) Broad Match Ferrari Collectables (P) Ferrari Collectables (E) Broad Search Partners No = Phrase $97 No Exact Yes
- 58. How To 1. Duplicate each campaign 3x. 2. One for each match type (4x if mod broad & broad). 3. Exclude Search Partners in campaign(s) that house the worst CPA match type(s).
- 59. In Summary
- 60. Do Not’s 1. Optimize for Quality Score. 2. Over-optimize Your Account(s). 3. Forget to Segment Reports. Bonus: Trust Anyone!
- 61. Do’s 1. Better Segment Ad Groups. 2. Focus on the 20%. 3. Segment Campaigns by Match Type, Exclude Search Partners.