Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations
- 1. Figuring Out How To Scale is Sort of Like…
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1
- 2. In order to scale,
you have to prioritize.
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 2
- 3. 3 Simple Ways to
Prioritize Big PPC Accounts
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
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- 4. 3 Simple Ways to Prioritize Big PPC Accounts
1. Segregate Your Brand Keywords
2. Tackle the Tail with Technology
3. Automate Your Account Monitoring
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- 5. # Segregate Your
Brand Keywords
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- 6. The Head Term Checklist
Improve
Targeting
Review search queries weekly
Segregate brand keywords
Build a Match Type Keyword Trap
Satisfy User Value
Intent Segments
Appropriately
Test text ads
Organize campaigns for reporting
Tighten ad groups
Maximize impression share
Target and test landing pages
Test PPC/SEO cannibalization
Optimize text ad continuity
Manually bid/review bid suggestions
Ensure offer continuity
Measure multiple goals
Test new ad formats
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- 7. Let’s Pick One Segment
Brand Terms Are Different
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- 8. There are 4 Types of Brand Keywords
Brand – Pure Navigational Brand
• sony, soney • sony website,
www.sony.com
Brand – Related Brand Plus Keywords
• Howard Stringer • sony televisions
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- 9. Put Them In Separate Ad Groups
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- 10. Different Brand Keywords, Different Text Ads
Brand – Pure Navigational Brand
• sony, soney • sony website,
www.sony.com
Brand – Related Brand Plus Keywords
• Howard Stringer • sony televisions
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- 11. Use Broad & Advanced Match Sparingly
Exact
Phrase X Broad
Advanced
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- 12. Add Brand Terms as Negatives in Other Campaigns
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- 13. # Tackle the Tail with
Technology
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- 14. Find Opportunities with New Options in
Google’s Keyword Tool
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- 15. Find Opportunities with New Options in
Google’s Keyword Tool
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- 16. Review Ad Share, Search Share & Page
Ad Share = PPC Search Share = Organic Page
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- 17. Pick the Categories You Want to Expand
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- 18. Filter Your List for Volume, Competition & Share
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- 19. Download & Create New Campaigns
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- 20. Scrape Your Own Site to Build Out The Tail
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2010 @digitalalex 20
- 21. # Automate Your
Account Monitoring
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- 22. Google Analytics Custom Alerts
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- 23. Google Analytics Custom Alerts
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- 24. Google AdWords Custom Alerts
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- 25. Google AdWords Custom Alerts
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- 26. 3rd Party Platforms
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- 27. 43 Paid Search Marketing Tools
1. Keyword Research 5. Niche Tools
– Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com
https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com
– Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com
– Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com
http://www.keyworddiscovery.com/ 6. Testing & Personalization
– SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer
http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget
– Wordstream – www.wordstream.com • Monetate – www.monetate.com
2. Competitive Analysis • Sitespect – www.sitespect.com
1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com
2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative
3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com
4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com
5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com
3. Display Research • iPerceptions – www.iperceptions.com
1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com
http://clck.it/placement-tool 8. Analytics – Quantitative
2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com
http://www.google.com/adplanner/ • Unica – www.unica.com
3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics
4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com
• ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com
• Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com
• Acquisio – www.acquisio.com • SAP – www.sap.com
• AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com
• adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com
• Volusion – www.volusion.com
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2010 @digitalalex 27
- 28. More On These Topics
• Account Monitoring
– http://www.kaushik.net/avinash/2010/06/leverage-web-analytics-
custom-alerts.html
• Head Keywords
– http://www.clickequations.com/blog/2010/07/keywords-not-
equal/
– http://www.clickequations.com/blog/2010/03/st21-brand-
keywords/
• The Long Tail of Search
– http://www.kaushik.net/avinash/2009/04/googles-search-based-
keyword-tool-monetize-long-tail-search.html
– http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-
10-how-thick-is-your-head-and-how-long-is-your-tail.html
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2010 @digitalalex 28
- 29. ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy-to-use optimization
• Powerful bid management created
with experts from the Wharton School
• Best in class analytics for advanced
and automated reporting
• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst
www.ClickEquations.com | @digitalalex
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2010 29
- 30. ClickEquations – Alex Cohen
acohen@clickequations.com www.ClickEquations.com
484-362-1321
@DigitalAlex www.AlexLCohen.com
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 30