Paid Search Expert Tips & Techniques

6 PPC Superhero Skills and Techniques

6 PPC Superhero Skills and Techniques1. Always Be Better Than Average

2. Use Enhanced Vision ( CTR CVR CPA)

3. Feed the Good Starve the Bad (Advanced Bidding)

4. Predict the Future (Leverage Analytics)

5. Shrink to 1/50th Your Size (Location Settings)

6. Beat the Bad Guys (Competitive Analysis)

Always Be Better Than Average

• Use Average Performance Stats as a Baseline

• Optimize Biggest Offenders Which Bring Avg Down

• CTR

• Sort Ad Group by Impressions (Descending)

• CVR

• Sort Ad Group Clicks (Descending)

• Repeat on Keyword Level

Use Enhanced Vision ( CTR CVR CPA)

• Google Matches to Unexpected Search Query• Same Keywords Across the Entire Account

• Download SQR for Entire Account - Pivot in Excel • Query: Impressions, Clicks, Cost, Conversions |CPA , CTR

• Sort and Optimize• Impressions for CTR• Clicks for CVR• Cost for CPA

Search Query Impressions Clicks Cost Conversions CTR CVRgoogle adwords 10,442 18 45$ - 0.17% 0%google ads 10,103 12 60$ - 0.12% 0%adwords help 4,431 63 573$ 10 1.42% 16%google help 4,066 5 12$ - 0.12% 0%keywords 3,326 9 80$ - 0.27% 0%google adwords help 3,193 56 528$ 13 1.75% 23%ad words 2,732 11 52$ - 0.40% 0%google advertising 1,397 7 61$ - 0.50% 0%keyword research 1,328 6 34$ - 0.45% 0%marketing consultant 1,314 15 43$ 1 1.14% 7%keyword 1,159 2 14$ - 0.17% 0%yael consulting 1,021 415 512$ 58 40.65% 14%pay per click 848 10 103$ 3 1.18% 30%online marketing 738 9 36$ - 1.22% 0%online marketing consultant 668 23 163$ 5 3.44% 22%

Feed the Good Starve the Bad (Advanced Bidding)• In a Perfect World Bidding Tools Work• New Account Use Food Scarcely and Watch For:• The Good – Increase Bids• The Bad – Lower Bids

• (The Ugly – Delete)

• Spend Steady Pace Unless Likely to Perform• “Innocent Until Proven Guilty”• Daily Budget Management Routine (20/80)

Predict the Future (Leverage Analytics)

• Challenge of Optimizing to Conversions

• Time Delay and Offline

• Optimize Today Using Lead Indictor

• Import Google Analytics - Time on Site

• Consider Past Conversion Data

• Increase Account Time on Site

Shrink to 1/50th Your Size (Location Settings)

• Targeting Specific Areas (USA)

• Different Behavior Based on Location

• Use Dimensions to Analyze Geo

• Target Each State (location) Individually

• Gather Data and Optimize Bid Adjustment

• Also possible for Time Scheduling

Beat the Bad Guys• Search for Top 3 Keywords Ad Results

• Compare Offering, Find Your Angle• Use Tools for Keyword Research• Amplify with Google Keyword Tool

• Bid On Competitor’s Keywords • (Not in Ad Copy, I’m Not a Lawyer)• Write Specific Ads to Grab Attention

• Landing Page Address Competition• Comparison Shoppers

Summary• Set Your Average as a Benchmark and Beat It

• Aggregate SQR and Eliminate Waste

• Use Analytics Data as Leading Indicators

• Use Budget Wisely with Granular Bidding

• Target Smaller Geos to Optimize

• Leverage Competition's Leg Work

lior@yaelconsulting.com

@yaelconsulting

www.yaelconsulting.com

Lior Krolewicz, CEO of Yael Consulting

About the presenter: