Advance PPC Workshop, OMS Santa Clara, 2012

Silicon Valley Convention Center | Room F

Advanced PPC WorkshopPPC Tactics: Making The ROI Grade

#OMS-AdvPPC

John ThyfaultVice President, Search & Social Media Marketing

Beasley Direct Marketing, Inc.

Twitter: @JohnThyfault

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Monday, October 22, 12

Workshop Agenda

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

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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)• Email Crea3ve, Design, Deliverability

Audits, and Broadcast• Direct mail (with and without PURLs)• Landing Page Design (with and without

PURLs)• Mobile• Video• Social • Website Design

• Catalog/eCommerce• Brochure, White Paper, and Guide copy

and design• List Building and CRM Database

Management• Telemarke3ng• Transla3on for all of the above• Execu3ve Dashboard Tracking, Repor3ng,

and Lead Assignment

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Remember That You’re ALWAYS….

• Testing –Test EVERYTHING

• Landing Pages• Conversion Metrics• Match Types, Google is changing the rules

• Always Ask the next question

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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

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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

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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

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Testing

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

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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

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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

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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

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Day Part & Week Part Targeting

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Day Part & Week Part Targeting

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Look At Your Dimension Repots

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Segment Your Data

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Segment Your DataUnderstand Where You’re Successful

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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

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Geo-Targeting

• Use Google Location Extension–Set-up Google Places

• Use Site links for local specials, in-store specials, in-store events

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Geo-TargetingCautions

???

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Geo-TargetingLocation Extension

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Site Links Extension

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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

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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

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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

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Phrase & Exact MatchExpanded 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

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AdWords Interface Controls

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• 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


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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 broad28


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

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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...” – http://www.youtube.com/watch?v=qwuUe5kq_O8

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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

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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

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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

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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

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User IntentMapping & 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

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• 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

User IntentMapping & Modeling Keywords

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

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• 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

User IntentUnderstanding Queries

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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

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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.

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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

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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

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http://www.beasleydirect.com/landingpagesguide.html?source=seminar&lsource=SF-oms-1012-jt


http://www.beasleydirect.com/landingpagesguide.html?source=seminar&lsource=SF-omi

http://www.beasleydirect.com/landingpagesguide.html?source=seminar&lsource=SF-omi



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

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http://www.beasleydirect.com/email_marketing/emailauditguide.html

http://www.beasleydirect.com/email_marketing/emailauditguide.html

http://www.beasleydirect.com/emailauditguide.html?source=seminar&lsource=SF-omi

http://www.beasleydirect.com/emailauditguide.html?source=seminar&lsource=SF-omi

http://www.beasleydirect.com/email_marketing/emailauditguide.html?source=seminar&lsource=SF-oms-1012-jt

http://www.beasleydirect.com/email_marketing/emailauditguide.html?source=seminar&lsource=SF-oms-1012-jt

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

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http://www.beasleydirect.com/multichannel_marketing/multichannelmarketingguide.html?source=seminar&lsource=SF-oms-1012-jt


http://www.beasleydirect.com/mcpromo/register.php?source=seminar&lsource=SF-omi

http://www.beasleydirect.com/mcpromo/register.php?source=seminar&lsource=SF-omi



Thank You!!

John Thyfaulthttp://www.beasleydirect.com/search_marketing.html

[email protected]@JohnThyfault

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http://www.beasleydirect.com/search_marketing.html




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Advance PPC Workshop, OMS Santa Clara, 2012