Advance PPC Workshop, OMS Santa Clara, 2012

Advanced PPC Workshop
PPC Tactics: Making The ROI Grade
#OMS-AdvPPC

John Thyfault
Vice President, Search & Social Media Marketing
Beasley Direct Marketing, Inc.

Twitter: @JohnThyfault

Silicon Valley Convention Center | Room F1

Monday, October 22, 12

Workshop Agenda

• Measuring & Testing
• Advanced Campaign Structure
• Targeting
• Content/Display Networks
• Match Types and Quality Score
• Keyword modeling

2


About Beasley Direct Marketing

Beasley Direct Marketing, Inc. provides copywriting,
design, programming, and consulting services for the
following direct marketing channels:
• Search
(PPC
and
SEO) • Catalog/eCommerce
• Email
Crea3ve,
Design,
Deliverability
• Brochure,
White
Paper,
and
Guide
copy

Audits,
and
Broadcast and
design
• Direct
mail
(with
and
without
PURLs) • List
Building
and
CRM
Database

• Landing
Page
Design
(with
and
without
Management
PURLs) • Telemarke3ng
• Mobile • Transla3on
for
all
of
the
above
• Video • Execu3ve
Dashboard
Tracking,
Repor3ng,

• Social
and
Lead
Assignment

• Website
Design

3


Remember That You’re ALWAYS….

• Testing
– Test EVERYTHING
• Landing Pages
• Conversion Metrics
• Match Types, Google is changing the rules
• Always Ask the next question

4


Measuring

• Complex PPC programs can not be manually managed
after crossing the 300 keyword level
• A strong PPC bid management platform will improve your
workflows
• 20% of your ads, keywords and ad groups will drive 80% of
your revenue

5


Measuring

• PPC bid management platforms can manage bids on your
less important keywords effectively
• They can point you in new directions for your main
keywords
• You can design and implement split tests and multi-variant
test quickly use the platform

6


Testing

• Test through to the conversion, not just the traffic
performance
• Make sure that your testing program is not just tactically
organized but has a strategic direction
• Testing means destruction
– You will kill keywords, ads and creative in the process

7


Testing

• Make sure that your testing protocols are statistically
defensible
– Margin of error
– Large enough data sets
– Expandable to larger sets
– Repeatable

8


Testing

• Adjust for seasonality
• Don’t forget that you do not exist in a vacuum
– Look for outside factors that could influence large spikes
in your data
• News
• Special Offers
• Competitors
• Sound alike products

9


Be Open To Other Ideas

• Your product may be used for other things that you have
planned
– Beer Brewers using temperature process controls from
research labs
– Glass blowers using industrial scales to change
composition of molten glass
• LOOK AT YOUR SEARCH QUERY REPORTS every week

10


Targeting Options
• There are more targeting options than just geographic
• Understand your customer’s buying behaviors
– Do they research and buy during business hours, if so,
which ones
– Geo-targeting
– Target by platform
• Mobile, laptops, desktops, lightweight browsers
– Content/Google Display Network Targeting
– Remarketing - Google has made this much easier now
with one code for all lists

11


Day Part & Week Part Targeting

12


Day Part & Week Part Targeting

13


Look At Your Dimension Repots

14


Segment Your Data

15


Segment Your Data
Understand Where You’re Successful

16


Geo-Targeting

• Identify your audience and where they search
• Target the right sized area
– Sunrise, AZ vs. Phoenix Metro
• Use keywords to geo target
– Phoenix motorcycle shops
– Phoenix Cycle Gear
– Tempe motorcycle gear

17


Geo-Targeting

• Use Google Location Extension
– Set-up Google Places
• Use Site links for local specials, in-store specials, in-store
events

18


Geo-Targeting
Cautions

???

19


Geo-Targeting
Location Extension

20


Site Links Extension

21


Content (Google Display Network)
Targeting
• Targeting options
– Topic
– Interest: inferences about the site’s visitors that are based on the
types of sites they visit
• Only for people signed into Google accounts
• This approach can be used on other publishers such as Facebook
– Don’t trust Google to pick the sites. They are far from perfect at it
– Always check the placements on a regular basis

22


Content (Google Display Network)
Targeting
• Always check the placements on a regular basis
• You can do some fairly exact targeting by going after top
level groups but excluding sub groups
• Demographic targeting
– Might be coming to search soon with the personalized
results shift

23


Match Types

• Broad is a great start but don’t set and forget
• Phrase & Exact match should be applied to top converting
keywords
• Expanded reach is here. Google has changed the rules
• Strict vs. plural, variants and stems
• Look in the query reports to see what new exact and phrase
matches you can discover

24


Phrase & Exact Match
Expanded Reach
• Google, started in May 2012, changed phrase and exact
keywords will begin to trigger ads on close variants:
– Misspellings
– Singular/plural forms
– Stemmings
– Accents
– Abbreviations

25


Expanded Reach

AdWords
Interface
Controls

26


Expanded Reach
• Expanded reach Examples
– Mis-spelling
• Waterproof sunblock = waterpoof sunblock
– Plural variations
• Buy bollard covers = buy bollard cover
– Stemming Variations
• Single serve coffee maker = single serving coffee
maker

27


Negative Match Type
• Negative match is one of your highest
efficiency tools
• Can be broad, phrase or exact
• Look for complete mis-matches
• Look for user intent and apply it to your ad
groups
• Negative Exact match can allow fine control
• Broad match does not expand out the way it
does on positive broad
28


Love & Live Your Quality Score

• All things being equal, the higher the advertiser's Keyword
QS is, the higher the ad position will be
• High QS makes your ad dollars more efficient
• If your QS is below 7, improve it or stop it

29


How Does Quality Score Help My Bids
• Every keyword, ad, ad group, campaign has quality score
• It is applied at the keyword level
• (Quality score)(max bid) = Ad Rank
– Advertiser 1: QS of 8 multiplied by max bid of 4 = Ad
Rank of 32
– Advertiser 2: QS of 7 multiplied by max bid of 4 = Ad
Rank of 28
– Highest Ad Rank has lowest position, ie advertiser 1
• Actual cost per click = advertiser’s 2’s ad rank divided by
advertiser’s 1’s quality score
– 28/8 = $3.50 per click
• See “Search Advertising With Google: Quality Score Explanation...”
30
– http://www.youtube.com/watch?v=qwuUe5kq_O8


Quality Score Religion

• Quality Score is not just a keyword level score
• Your bounce back rate is measured
• The relevancy of your landing page is measured
• Page load speed is measured
• Quality score is also a reflection of your marketplace
• Some markets have lower QS for a majority of keywords

31


Quality Score Religion

• Quality Score is not just a keyword level score
– Your ad group has a QS
– Your campaigns has a QS
– Your account has a QS
• These scores will impact new keywords and ads. They will
affect the ability to get a fair share of impressions

32


The Language of Your Ads

• Don’t be afraid of using brand names
• Use the language that your target user uses
• Testimonials drive conversions
• Make sure your landing page pays off the promise of your
ad
• Salesforce brand example

33


User Intent

• Write your ads and focus your keywords to match your
user’s intent
• Different ads/keywords are targeted to different spots in the
buying cycle
• For example
– Samsung DVD player reviews
– Samsung DVD player prices

34


User Intent
Mapping & Modeling Keywords
• Categorize the keyword: brand name, product category,
function, industry terms, adjectives, etc.
• Searcher goal using the keyword
• Searcher expectation
• Keyword Priority
• Searcher loyalty

Hats
oﬀ
to
Bill
Hunt,
Back
Azimuth
Consul6ng,

for
this
modeling
approach

35


User Intent
Mapping & Modeling Keywords
• Buy cycle progress
• Buy cycle next steps
• What is the primary classification of keyword based on
above characteristics
• Share of search goal
• What is your opportunity presented by searcher landing
on a specific page using this keyword
• Conversion action: what is the final goal

Hats
oﬀ
to
Bill
Hunt,
Back
Azimuth
Consul6ng,
36
for
this
modeling
approach


User Intent
Understanding Queries
• Navigational queries
– Searcher knows what they want but not where to find it
• Informational queries
– Searcher wants to learn more about a topic
• Transactional queries
– Searcher wants to complete a specific action

37


Keyword Qualifiers

• Words that help to isolate a specific opportunity, interest,
audience or need
– lens filters
– neutral density graduated filters
– polarizing filter
– stuck filter removal

38


Final Notes

• Gather data, analyze, plan, action - REPEAT!
• There is a wealth of information that will allow you to slice
your data to get the best results at the right cost. Use it but
have a set approach to prevent data overload
• Google and Bing are constantly changing and trying to
improve their systems. You must stay on top of them. Your
competitors are.

39


Final Notes

• Every click on every ad and keyword can give you
actionable information on your desired audiences.
• Mine the data that you are getting to understand your users.
• Look for new uses and audiences for your product

40


Optimize Your Landing Pages With This
Guide
• Optimize your landing pages
with this 10-page, hands-on
guide offering tips on:
– Design
– Personalization
– Offers
– Usability

h"p://www.BeasleyDirect.com/LandingPagesGuide.html

41


Learn How to Optimize Your Emails

Learn how to optimize your emails for
delivery through spam filters and for
consistency across email browsers in this
handy guide. Learn how to:
– Get your email around spam filters
– Make your email look consistent
across browsers
– Optimize your design for blocked
images and preview pane
h"p://www.BeasleyDirect.com/Email_marke?ng/EmailAuditGuide.html

42


New Guide on
Multichannel Marketing
Hot off the press, this new guide
offers tips on how to save money
and optimize effectiveness

h"p://www.beasleydirect.com/mul?channel_marke?ng/mul?channelmarke?ngguide.html

43


Thank You!!
John Thyfault
http://www.beasleydirect.com/search_marketing.html

jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault

44


Advance PPC Workshop, OMS Santa Clara, 2012

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