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10 PPC Hacks, Tips and Tricks to Optimize Your Time By Kim Thomas

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1

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10 PPC Hacks, Tips and Tricks to Optimize Your Time By Kim Thomas

  1. 1. #SMX #24C1 @PPCkimpossible “Efficiency is Intelligent Laziness.” 10 PPC Hacks, Tips, & Tricks to Optimize Your Time Kim Thomas Director of Digital Advertising, Wheelhouse Search
  2. 2. #SMX #24C1 @PPCkimpossible •  Data-­‐Driven  Tasks  Core  of   Paid  Search  Management   •  Repetitive  Tedium  in  Day-­‐ to-­‐Day     •  Use  10  Tips  &  Tricks  to   Optimize  Your  Time   PPC Life Advice… •  15  Min.  Saved/Day  =  5  Hours/Month  
  3. 3. #SMX #24C1 @PPCkimpossible New Tools for Keyword Research & Expansion Tip #1: E x p a n d
  4. 4. #SMX #24C1 @PPCkimpossible •  Rise  of  Voice  Search   •  Siri,  Cortana  (Windows  10  Desktop)   Tip #1: Expand So  Many  Keywords,  So  Little  Time   •  Try  Answer  The  Public  (answerthepublic.com)   •  Search  Query  Data  Visualization  Tool   •  Google’s  Autocomplete   •  Questions,  Prepositions,  Alphabetical  List  of  Queries   •  Download  Visuals  or  .CSV   •  Do  Not  Ignore  
  5. 5. #SMX #24C1 @PPCkimpossible Type in Query Visuals or .CSV Tip #1: Expand
  6. 6. #SMX #24C1 @PPCkimpossible Prepositions: For, Like, Without, With, Versus, To, Near Tip #1: Expand
  7. 7. #SMX #24C1 @PPCkimpossible Question Modifiers: Which, Who, What, Where, When, Why, How, Are Tip #1: Expand
  8. 8. #SMX #24C1 @PPCkimpossible Stay Up To Date On Your Brand Tip #2: Be Aware
  9. 9. #SMX #24C1 @PPCkimpossible •  Use  Google  Alerts  To  Be   Notified  About  Your  Brand   Tip #2: Be Aware •  Deliver  to  Email  Address  or   RSS  Feed   •  Mentions  of  Your   Company,  Product  and/or   Services   •  Blogs,  News,  Web,   Finance,  Video,  Books,   Discussion  
  10. 10. #SMX #24C1 @PPCkimpossible Compare Yourself to Other Brands, Ads, & Offers Tip #3: Be Competitive
  11. 11. #SMX #24C1 @PPCkimpossible •  Compare  Your  Brand  to  Others   Tip #3: Be Competitive You  Can’t  Compete  Where  You  Don’t  Compare   •  Use  Moat  for  Competitive   Display  Ad  Comparison   (moat.com)   •  Free  Tool  w/  Paid  Upgrades   •  Comparable  Offers  &  Ads   •  Image  Size,  Time,  Page  Last   Seen  On,  Share  Ad,  &  More  
  12. 12. #SMX #24C1 @PPCkimpossible Improve Your Lead Quality Tip #4: Improve
  13. 13. #SMX #24C1 @PPCkimpossible •  Constantly  Chase  More  Leads   at  Cheaper  Price   Tip #4: Improve •  Improve  Lead  Quality   •  Optimize  Further  Down  the   Funnel  for  Opportunity   Creation   a)  Import  CRM  Data  into  Bidding  Platform   b)  Import  Rev.  Values  from  Sales  for  Opp.  Creation  &  Opp.  Closed            Create  Weighted  Rev.  Formula  for  ROAS  Opt.  
  14. 14. #SMX #24C1 @PPCkimpossible Repurpose Your Digital Advertising Audiences Tip #5: Repurpose
  15. 15. #SMX #24C1 @PPCkimpossible •  Take  Advantage  of   Targeting  from  Display  &   Social  Campaigns   Tip #5: Repurpose •  Repurpose  Traffic  from   Other  Digital  Advertising   Channels  for  Remarketing/ RLSA   •  Create  Audiences  by  Source,   Destination  URL,  etc.  
  16. 16. #SMX #24C1 @PPCkimpossible Labels, Comments, Annotations, & Bids Tip #6: Organize
  17. 17. #SMX #24C1 @PPCkimpossible 1)  Utilize  AdWords  Labels*,  AdWords  Comments*,  &  Google   Analytics  Annotations   Tip #6: Organize •  AdWords  Labels:  Organization  &   Reporting   *Available  at  Campaign,  Ad  Group,  Keyword,  &  Ad  Copy  Levels   •  AdWords  Comments:  Insight  into   Account  Changes  
  18. 18. #SMX #24C1 @PPCkimpossible •  Google  Analytics  Annotations:  Record  Major  Changes  &  Updates   •  Historical  Context  &  Continuity  in  Account  Transitions   Tip #6: Organize
  19. 19. #SMX #24C1 @PPCkimpossible 2)  Modify  “Cents”  Bids  Based  on  Performance  to  Quickly  Determine   Change  History  of  Keyword   Tip #6: Organize •  Ex.  Bids  Ending  in  $_.11  or  $_.33  =  Bidding  Down  Due  to  Low   Performance   *Available  at  Campaign,  Ad  Group,  Keyword,  &  Ad  Copy  Levels   •  Ex.  Bids  Ending  in  $_._0  =  Bidding  Up  Due  to  High  Performance   •  Only  Works  for  Manual  Bidding   •  Performance  Over  Processes  –  Don’t  Use  Method  if  Account  Sensitive  to   Bid  Changes  &  Would  Neg.  Impact  Performance  
  20. 20. #SMX #24C1 @PPCkimpossible Custom Columns Tip #7: Customize
  21. 21. #SMX #24C1 @PPCkimpossible •  Create  Custom  Columns  in   AdWords  Editor   Tip #7: Customize •  Columns  >  Modify  Columns   >  Custom  Columns   •  +Custom  
  22. 22. #SMX #24C1 @PPCkimpossible •  Create  Column  Name  &   Description   Tip #7: Customize •  Select  Metrics  &  Create  Formula   •  Select  Segments  (Network,   Device,  Top  vs.  Other,  +1   Annotations,  Conversions)   •  Ex.  Metrics  by  Device,  Google   Search  vs.  Search  Partners,   Metrics  by  Conv.  Type   •  Note:  Allows  You  to  Customize  the  Performance  Summary  Graph  
  23. 23. #SMX #24C1 @PPCkimpossible I Do Not Mean Excel Tip #8: Automate
  24. 24. #SMX #24C1 @PPCkimpossible •  Automate  to  Cut  Down  on  Time   Tip #8: Automate •  Automate  Rules   •  Ad  Scheduling   •  AdWords  Editor  Quick  Reference   •  Help  >  Shortcuts  or  Ctrl+?   •  Scripts   •  Google  Developers  AdWords  Scripts   •  FreeAdWordsScripts.com  (Russell   Savage)   Ctrl+Shift+C :  Copy  campaign  or  ad  group  shell Ctrl+Shift+K :  Copy  keyword  text  or  placement  URL Ctrl+Shift+R :  Revert  selection  to  last  downloaded  state Ctrl+H :  Replace  text  in  selected  items Ctrl+Shift+H :  Append  text  to  selected  items Ctrl+Alt+H :  Change  capitalization  of  selected  items Ctrl+B :  Change  bids  of  selected  items Ctrl+U :  Change  URLs  of  selected  items Ctrl+P :  Post  changes  to  this  account Ctrl+K :  Check  unposted  changes  for  this  account Ctrl+Shift+B :  Make  multiple  changes Ctrl+Shift+I :  Import  from  text Ctrl+[ :  Accept  proposed  changes Ctrl+] :  Reject  proposed  changes Ctrl+Shift+V :  Paste  copied  items  into  selected  containers Ctrl+Shift+A :  Activate  selected  items Ctrl+Shift+P :  Pause  selected  items Ctrl+F :  Search Ctrl+R :  Refresh  filters Ctrl+L :  Clear  filters Shortcuts
  25. 25. #SMX #24C1 @PPCkimpossible Better Than Find & Replace… Tip #9: Be Efficient
  26. 26. #SMX #24C1 @PPCkimpossible 1)  Formula  Works  in  AdWords   Editor  Using  the  “Find  &   Replace”  Tool  (Ctrl+h)   Tip #9: Be Efficient •  Similar  to  =SUBSTITUTE  Feature   in  Excel   •  Does  Not  Work  w/  “Append”  Tool   •  Find  &  Replace  w/  Bracketed  Terms   •  Spaces  Auto-­‐Adjust  to  %20  in  Final   URLs   Find  &  Replace  With…   [account]          Account  Name   [campaign]          Campaign  Name   [adgroup]          Ad  Group    Name   [keyword]          Keyword  Text   [headline]          Ad  Headline   [description1]          Ad  Description  Line  1   [description2]          Ad  Description  Line  2   [displayurl]          Display  URL  Text   [finalurl]          Final  URL  Text   [field]          Original  Text  Of  Field  You're  Changing  
  27. 27. #SMX #24C1 @PPCkimpossible Ex.  1:  Geo-­‐Modify  Keywords   Tip #9: Be Efficient Ad  Group  –  Small  Business   Add  Cities   As  KWs   seattle   bellevue   Append  KWs  w/   Placeholder  (w/  Space)   adgroup  seattle   adgroup  bellevue   Find  Placeholder  &   Replace  w/  [adgroup]   [adgroup]  seattle   [adgroup]  bellevue   Render  as   Ad  Group  +  Keyword   small  business  seattle   small  business  bellevue  
  28. 28. #SMX #24C1 @PPCkimpossible Ex.  2:  Manually  Tag  URLs   Tip #9: Be Efficient Campaign  –  Small  Business   Find  Placeholders  &   Replace  w/  [keyword]   &  [campaign]   www.example.com/? utm_source=google&utm_medium=cpc&utm_t erm=[keyword]&utm_campaign=[campaign]   URL  Will  Render  As:   www.example.com/? utm_source=google&utm_medium=cpc&utm_te rm=small%20business %20kirkland&utm_campaign=Small %20Business   Add  URL  w/   Placeholders   www.example.com/? utm_source=google&utm_medium=cpc&utm_t erm=keywordex&utm_campaign=campaignex  
  29. 29. #SMX #24C1 @PPCkimpossible 1)  Combine  Use  of  UI’s  &  Desktop  Editors   Tip #9: Be Efficient Add  Sitelinks  or  Geo-­‐Targeting  to  Single  Campaign  in  UI   Download  Account  in  Editor   Copy  Sitelinks  or  Geo-­‐Targeting   Multi-­‐Select  Campaigns   Paste  
  30. 30. #SMX #24C1 @PPCkimpossible Tip #10: Share
  31. 31. #SMX #24C1 @PPCkimpossible •  Utilize  Shared  Features  to  Cut  Down  on   Management  &  Admin   Tip #10: Share •  Shared  Campaign  Negative  Keywords   •  Shared  Campaign  Placement  Exclusions   •  Shared  Bid  Strategies   •  Shared  Budgets   •  Shared  Sitelinks   •  Note:  Limited  Availability  in  AWE  
  32. 32. #SMX #24C1 @PPCkimpossible SEE YOU AT THE NEXT #SMX! THANK YOU!