The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.

1. Media Discipline Course
Presented: August 22, 2013
Media Discipline Course
Geary LSF University
Presented: August 22, 2013
Presented by: Liz Serafin

2. Training Purpose and Agenda
• Media Discipline Course Purpose: To provide “real world” application of concepts
taught within Media 101 and Advanced Display courses.
• Training Agenda
– Paid Search Audit Example: Putting PPC Knowledge to use in identifying
optimization opportunity.
– Media Plan Example: Putting knowledge to use in formulating a new campaign
plan.
– Q and A

3. PPC Audit Methodology
• Audit YTD 2013
• Examining performance data in
multiple dashboard views
• Provide insights to improve account
performance
• Identify best practices that can be
applied to future account activity
Examine Structure & Architecture
Separation of Campaigns
Details
Relevancy
Ad copy messaging
Devices Ranking / Bidding
Networks
Keywords
SettingsTracking

4. Executive summary
• Geary LSF Performed an audit of the Grantham AdWords account to identify the
foundational strengths as well as areas for improvement that would lay the groundwork for
tactical plan development for a PPC program.
• Account has strong foundation with multiple identified opportunities for
improvement/scale.
• Findings and recommendations are based on preliminary analysis of Grantham’s AdWords
account..
• Profile-wide KPI’s:
– 44,295 Clicks
– $203,700 Total Spend ($29-$30k average monthly)
– 0.50% CTR (Average)
– $4.60 Average CPC (increasing)
– 1,190 Conversions
– $106.23 Cost per Conversion (significantly lower for branded)
– 4.39% Conversion Rate (Average)

5. Current campaign wins
• Strong foundational architecture allows for ease of identifying performing vs. non-
performing segments, and optimizing based on specific programs.
– Separation of brand vs. non-brand campaigns.
– Separation of campaigns by program type.
– Separation of campaigns by device (Prior to enhanced campaigns migration)
– Separation of search vs. display campaigns
• Maximization of branded campaign budgets – “always on”
• Presence of remarketing campaigns
• Some separation of match type by ad group
• Minimum of 2 ads in rotation for each ad group
• Utilizing dayparting tactics
• Using SiteLinks
• Using Call Extensions
• Using negative keywords

6. Identified Opportunities

7. Keyword Match Types
• Finding – Campaign spend is dependent on Broad and
Phrase match keywords which doesn’t allow for maximum
campaign control or performance
• Details
– Broad match keywords represent slightly higher volume composition than
Exact and Phrase.
– Broad Match keywords account for the highest spend, and highest Cost
per Conversion, with the lowest conversion rate.
– Exact match keywords drive an exponentially stronger CTR compared to
the other match types, and a significantly lower CPC
– Exact match is driving the strongest conversion rate, at the most efficient
CPC
• Opportunities
– Negative match type mirror strategy
– Separation of campaigns by match type
36%
32%
32%
Keywords by Volume
Broad
Exact
Phrase

8. Keyword Status
• Finding – Over 40% of keywords are requiring a premium bid due to Quality Score.
• Details
– There is a large portion (44%) of active keywords that have a low quality score
– Paying a premium CPC to drive traffic in comparison to higher quality score keywords ($11 vs. $2.20)
– 5% of active keywords are falling below the first page positions, limiting traffic.
• Opportunities
– Refine group structure for low quality score keywords in order to more specifically tailor ad copy and
landing page experience.
– Evaluate longer term performance of keywords below first page bid to define revised bid strategy.

9. Ad Group Structure
• Finding – Ad groups contain mix of long
tail and high volume terms.
• Details
– High volume keywords likely cannibalizing
traffic from lower volume, more specific
keywords.
– Current structure prevents tightly themed ad
copy application, which may be contributing to
low quality scores.
• Opportunity
– Revise ad grouping and campaign structures to
separate high volume from long tail keywords.

10. Landing Page Experience
• Finding – Multiple landing pages exist, however, opportunity to further tailor a
specific user experience.
• Details
– Currently landing pages exist that speak to Military, General, and Specific Program categories.
However, based on low quality scores, and some findings (example above), opportunity exists to
continue to refine a more relevant user experience.
• Opportunity
– Content specific pages for keyword categories like Graduate School Admissions tests
– Military branch specific landing pages to align with account structure
– Conversion optimization
Keyword: GRE

11. SiteLinks Optimization
• Finding – SiteLinks Augment Overall Performance (CTR and Conversions), but need
to be optimized
• Details
– SiteLinks have not been migrated to new format under Enhanced Campaigns. (Benefit of new format is
ability to track each SiteLink individually).
• Opportunity
– Migration of SiteLinks to new format, with ability to track each individually.
– Testing of additional wording or SiteLinks combinations to further augment performance.

12. Mobile Tactics
• Finding – Mobile drives cost efficient performance, but is not being maximized or
customized.
• Details
– Mobile CPC’s are ¼ that of desktop, which translates into a cost efficient Cost per Conversion.
– Mobile conversion rates are on par with that of desktop.
– Current account does not utilize mobile preferred ads. Mobile CTR is lower than that of desktop.
– Only some campaigns have mobile bid multipliers in use. Some are suppressing mobile devices all together.
• Opportunity
– Create mobile preferred ads to improve CTR. (With call extensions)
– Track calls resulting from mobile.
– Enable mobile bid multipliers across campaigns (based on analysis of historical data).

13. Impression share SOV
• Finding – There is room to grow current paid search efforts due to campaign
quality, keyword matching and budget restraints; Impression Share is less than 25%
• Opportunity
– Adjust budget caps to maximize SOV based on spend.
– Work towards improving quality score to offset amount of impression share being lost due to rank factors.

14. Summary of Opportunities
• Improve quality score to drive better cost efficiency
– Restructure ad groups for a more relevant ad and landing page application.
– Continue to develop more specific landing page experiences.
– Ensure bidding strategy promotes first page exposure.
• Capitalize on mobile performance
– Enable mobile across campaigns
– Formulate mobile preferred ads
– Define appropriate mobile bid multipliers
• Maximize SOV, particularly on exact match keywords, which drive the strongest
performance. Expand exact match keyword set.
• Migrate and optimize SiteLinks to improve CTR and Conversions.
• Track calls and account for them in bidding strategy.

15. Media Plan Development Example
The Fresh Market

16. Digital Media Campaign Overview
Markets • Houston, TX metro area
• Metro’s around existing Fresh Market store locations
Target Audiences • Males & Females between the ages of 25-64 years old
• Organic food eaters, health enthusiasts, nutrition conscious
Campaign Media Goals • Create awareness and brand lift for Houston Store openings
• Increase reach against target audience that will engage with the Fresh Market
website
• Promote select 4th of July catering/deli platter initiatives

17. 2013 Paid Media Goals and Objectives
Store Opening Holiday Promotion
Goals/Objectives
• Drive awareness of The Fresh
Market store opening among
local target audience
•Establishing brand positioning
and creating the foundation for a
strong PPC campaign in the
future
• Drive user interest in Fresh
Market’s products & services.
through promotion of specific
holiday products
• Increase online and offline sales of
holiday promotional platters
Means of Measurement
•Track impressions & clicks
•Measure engagement of site
content (i.e. New vs. Returning
visits - Google Analytics)
• Track online orders
• Track store locator views/directions
widget

18. 2013 Paid Media Goals and Methodology
Goals
Methodology
Store Opening Holiday Promotion
Brand Awareness
• Branded keywords
• Relevant brand modified product
terms
• CPM based cost model for efficient
impression volume
• Promotional product keywords
• CPM based cost model for efficient
impression volume
Brand Positioning
• Non-branded product terms
• Promote The Fresh Market as
synonymous with premium quality
• Rich Creative that compliments
existing website look and feel
• High volume modified promotional
keywords (ie. best)
• Promotional product imagery
Increase Site Traffic
• Brand keywords
• Leveraging display creative focused
on site content (food recipes)
• Enhanced ad network optimization
& audience refinement
• Promotional product keywords
• Strong call to action ad copy
messaging
• Enhanced ad network optimization &
audience refinement

19. Paid Search Benefits
• Reach users when they are actively looking for
you.
– “Bottom of the funnel” users.
– Users qualify themselves.
• Search Engines represent one of the single
best traffic driving sources online.
• Ability to influence brand exposure
(positioning and frequency).
• Ability to customize marketing message.

20. Display Targeting Capabilities

21. Paid Search Recommendation: Houston
Store Opening
• Focus on Fresh Market brand related
keywords.
• Heavily focus on use of Brand in ad
copy to pre-qualify users and in effort
to gain residual branding effect from
search ads.
• Utilize Sitelinks to highlight
specific areas of the site that
might be of interest to target
audience.
• Target individual devices for testing
and customization purposes.

22. Paid Search Recommendation: Holiday
Promotion
• Focus on three categories of
keywords:
• Fresh Market branded
keywords
• Deli Platters / Catering
• 4th of July party recipes
• Test ad copy messaging
• General Platters/Catering
• Holiday specific
• Target individual devices for
testing and customization
purposes.

23. Example of Contextual Display

24. Facebook Advertising
Males/Females Age: 25+
Living within 25 Miles of
Houston, TX
Interested in:
Cooking, Beer, Wine, Spirits,
Organic
Products, Food, Dining
Target Audience

25. Store Opening Campaign
Option 1 Paid Search
• Branded Only
GDN
• CPM Model
Facebook
• N/A
Projected
Impressions
Option 2 Paid Search
• Non-brand keyword
coverage
Ad Network
• Premium
audience
targeting
• Enhanced Engine
optimization
Facebook
• Food enthusiasts
Projected
Impressions

26. Holiday Promotional Campaign
Option 1 Paid Search
• Promotional Product
Keywords Only
GDN
• CPM Model
Projected Impressions
Option 2 Paid Search
• High Volume Root
variations
Ad Network
• Premium audience
targeting
• Enhanced Engine
optimization
• Look-a-like modeling
Projected Impressions

27. Store Opening Options

28. Holiday Promotional Options

29. Thank You.