Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

Presented by: James Svoboda @realicity

SearchFest: #FAIL Free PPC

Download: www.webranking.com/presentation

CONVERSIONS are KING

Credit: askmewhenimnotbusy.tumblr.com

QS & CTR are QUEEN

Credit: hellomagazine.com

What Are Linear Models?A linear model is an established or expected path that leads the target audience to a desired engagement action, at an acceptable conversion rate or cost, which takes into account elements that affect conversions.

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

LINER ENGAGEMENT MODEL (LEM)

ELEMENTS of a LEM

Linear Example: women’s nike running shoes

AD #1: women’s nike running shoes

AD #2: women’s nike running shoes

SETTINGS &

TARGETING

LOCATION TARGETING & UNTARGETING

LOCAL SERP MATCHING

LANGUAGE TARGETING

DAY, WEEK & MONTHLY TRENDS

TIME OF DAY MATTERS

KNOW YOUR DISTRIBUTION CHANNELS

Search Partners Include:

Amazon.comBestBuy.comTarget.com

Ebay.com

Walmart.comOverstock.com

DESKTOP, TABLET & MOBILE TARGETING

Do your MOBILE CONVERSIONS include Phone Calls?

KEYWORD MATCHING &

BID LEVELS

Those aren't the Keywords you're looking for…

EXACT MATCH: [running shoes]

• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• No extra words in the query

running shoes = running shoes

nike running shoes = nike running shoes

womans nike running shoes = womans nike running shoes

woman’s nike running shoes = woman’s nike running shoes

PHRASE MATCH: “running shoes”

• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• + extra words in the query

running shoes = running shoes

running shoes = nike running shoes

running shoes = womans nike running shoes

running shoes = woman’s nike running shoes

BROAD MATCH: running shoes

• Needs only loosely Match 1 Word in Keyword• Any plural or singular matching• Any word order• Any punctuation• Any misspellings or alternatives• + extra words in the query

running shoes = nike shoe

nike running shoes = nike horse shoes

womans nike running shoes = shoes

woman’s nike running shoes = mens sneakers

MODIFIED BROAD: +running +shoes

• Needs to Match All Anchored Words in Keyword• Any plural or singular matching• Any Same word order• Any punctuation• Any misspellings or alternatives• + extra words in the query

running shoes = shoes for running

nike running shoes = 2014 nike running shoe

womans nike running shoes = nike woman running shoes

woman’s nike running shoes = nike running shoe women

1 WORD KEYWORDS: shoes

2 WORD KEYWORDS: running shoes

3 WORDS: womens running shoes

4+ WORDS: womens nike running shoes

1, 2, 3 & 4+ Word Keywords

running shoes

womens shoes

nike shoes

nike running shoes

womens running shoes

womens nike shoes

woman’s nike running shoes

KEYWORD BID LEVELS VARY

Keyword CPC

running shoe $ 2.11

running shoes $ 1.35

womans running shoes $ 2.01

womens running shoes $ 1.81

womans nike running shoes $ 1.29

women nike running shoes $ 0.94

womens nike running shoes $ 0.91

nike womens running shoes $ 0.76

KEYWORD MATCHING & BID LEVELS

TIERED BIDS & KEYWORD GROUPS

running shoes = $1.00 CPC for profit+running +shoes @ $0.75[running shoes] @ $1.00

negative keywords: -nike, -nikes, - womans, -woman, etc.

nike running shoes = $1.25 CPC for profit+nike +running +shoes @ $1.00[nike running shoes] @ $1.25

negative keywords: -womans, -woman, -women, etc.

womans nike running shoes = $1.50 CPC for profit+womans +nike +running +shoes @ $1.25[womans nike running shoes] @ $1.50

LINEAR CAMPAIGNS

LINEAR CAMPAIGN STRUCTURE

KEYWORDS -> AD -> LANDING PAGE

LINEAR AD GROUPS = HIGHER CTR & QS

MONITOR LOOSE KEYWORDS

Repeat Searches will drain your budget over time.

WORST SCENARIO = 1 AD GROUP

“shoes”

“womens shoes”

+running +shoes

[running shoes]

nike running shoes

+womens +running +shoes

[nike running shoes]

+womans +nike +running +shoes

[woman’s nike running shoes]

Ad Group Default Bid: @ $1.50

Linear Models that Lead to Successful PPC Campaigns

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

SearchFest – February 2014

THANK YOU!

Creating Linear Models that Lead to Successful PPC Campaigns

Marketing

Transcript of Creating Linear Models that Lead to Successful PPC Campaigns

facebook campaigns (successful)

10 Tips for Successful Email Campaigns

5 Tips for Conducting Powerful PPC Ad campaigns by Small Businesses

Running Global PPC Campaigns at Scale By Mihai Popescu

10 Hidden Horrors to Avoid in Your PPC Campaigns

The Million Dollar Case Study: Session #19: Optimizing PPC Campaigns

International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America

Cooking Up Successful Email Campaigns

Bidding Strategy And Budget For Local PPC Campaigns

7 Awesomely Advanced Ways to Get More From Your PPC Campaigns

ROI from PPC Campaigns

7 Awesomely advanced ways to get more from PPC campaigns.

How to Balance Your PPC and SEO Campaigns

Increase Your Customer Base Through PPC campaigns

Reporting and Analyzing PPC Campaigns

Planning Successful Campaigns - Nazarbayev University

Creating successful retail email marketing campaigns

The Secrets to Successful Content Campaigns

Hugely Successful Marketing Campaigns

Make The Most Out of Your PPC Campaigns