Enterprise PPC for Fun and Profit

Mark JensenGet Found FirstPresident

@justmarkus

Enterprise PPC is just PPC….BIGGER.

@justmarkus

@justmarkus

PPC Enterprise PPC

Small # of Campaigns Small – Large # of Campaigns

Small # of Adgroups Small – Large # of Adgroups

Small # of Ads Small – Large # of Ads

Small # of KW Small – Large # of KW

Small amount of Data Huge amounts of Data

Not Scalable Scalable

Small Spend Large Spend

Local BusinessNiche BusinessService

SoftwareMulti-National BusinessBig E-commerce

@justmarkus

Keep Organized

Find Insights

Make Changes

Measure Impact

….Quickly

KFMM

@justmarkus

Keep Organized

Consistent Naming Conventions

Campaign: Root KW/Topic – Network – GeoTarget – Device – Other

Bad Good

@justmarkus

Keep Organized

Break Out Campaigns Appropriately

Break Out Campaigns By:

DeviceGeotargetingAdvertising NetworkBrand TermsCompetitor’s TermsAudience

@justmarkus

Keep Organized

Pre-Plan Campaign Structure

1) Traditional Campaign• Campaign• Adgroups• Keywords with all match types

2) ‘Triple Threat’ Campaign• Campaign • Adgroups• Keywords with a single match type

@justmarkus

Keep Organized

Traditional Search Campaign

Campaign

Adgroup Adgroup

[keyword] “keyword” +keyword keyword

Multiple KW Match Types

@justmarkus

Keep Organized

Traditional Search Campaign

Pros:Great for campaigns with lower traffic volumeSimple.

Cons:Preventing internal cross pollination can be time consumingBad practices can be easily introduced

@justmarkus

Keep Organized

‘Triple Threat’ Search CampaignCampaign 1

Adgroup

[keyword]

Adgroup

[keyword]

- Exact

Campaign 3

Adgroup

“keyword”

Adgroup

“keyword”

- PhraseCampaign 2

Adgroup

+keyword

Adgroup

+keyword

- Broad

@justmarkus

Keep Organized

‘Triple Threat’ Search Campaign

Pros:Quick way to prevent cross pollinationSimple and logical optimizationEasily handles huge micro build outs

Cons:Works poorly with low traffic volumeCreates additional campaigns needed to optimizePotential for lots of ‘low search volume’ Adgroups

@justmarkus

Keep Organized

‘Triple Threat’ Search Campaign

Live: How to build a ‘triple threat’ search campaign

@justmarkus

Keep Organized

Why Organization?

• Eagle eye View

• Excel Wizardry

• Teamwork

• Prevent Ugly

@justmarkus

Find Insights

Segmentation

• By Network• By Device• By Date/Time

@justmarkus

Find Insights

Segmentation – by Network

@justmarkus

Find Insights

Segmentation – by Device

@justmarkus

Find Insights

Segmentation – by Date & Time

Download Dimensions .csv

@justmarkus

Find Insights

Bubble Charts

0.5 1 1.5 2 2.5 30

2

4

• Visualize Data• Easily see greatest impact points

Live: Bubble Chart Macro

@justmarkus

Find Insights

Filters

Keywords with available leverage

Filter1: Conversions >= 2Filter2: CPA < Goal CPAFilter3: Avg. Position worse than 3

Finds all converting KWs that can you can profitably increase bids on.

@justmarkus

Find Insights

Filters

Ad and Landing Page Mismatches

Filter1: Clicks >= 100Filter2: Bounce Rate > 85%Filter3: Conversions = 0Filter4: CTR > 1%

Finds all ads that are performing at an acceptable level but that are likely being used with the wrong landing page.

@justmarkus

Find Insights

Filters

Profitable Adgroups with room to expand

Filter1: Cost per Conversion < CPA GoalFilter2: Conversions >= 2Filter3: Impression Share < 80%

Finds profitable adgroups that can increase in traffic volume through an increase in adrank.

@justmarkus

Make Changes

Before You Begin Making Changes

1) Know and Document your end Goal

2) Know and Document how you will measure success

3) Measure and Document current performance

4) Work in Bite Sized Sections

5) Use your Tools!

@justmarkus

Make Changes

Excel – Auto Pausing All Poorest Performing Ads

Live: Using Excel to Pause poorest performing Ads

Ad Group Headline Description Line 1 Description Line 2 Impressions Clicks CTR

CompanyCompany product 1

Product 1 & Product 2.

24/7 Live Tech Support. Chat Now. 60 7 11.67%

CompanyCompany product 1

Product 1 & Product 2.

Company Name - Official Site. 4132 767 18.56%

Company product 1

Company product 1

Product 1 & Product 2.

Company Name - Official Site. 180 36 20.00%

Company product 1

Company® product 1

Affordable Product 1.

Official Site Product Feature 1 144 33 22.92%

@justmarkus

Make Changes

Excel – Keep Only Best Performing Ad

Live: Using Excel to Pause poorest performing Ads

1) Filter by adgroup and descending performance KPI value• Profit• Conversions (1 per-click)• Cost / Converion (1 per-click)• CTR• Impressions

2) Insert and Apply Formula• =if(Exact(Adgroup Cell Above Horiz Cell,Adgroup Cell

Horiz),”Paused”,”Exact”)

@justmarkus

Measure Impact

Your Tools can Measure. Let Them.

Google Adwords – Dimensions Tab

@justmarkus

Measure Impact

Your Tools can Measure. Let Them.

Google Adwords – Compare Dates

@justmarkus

Measure Impact

Your Tools can Measure. Let Them.

Google Adwords – Experiments

@justmarkus

Extra Fun

Great Tools for Enterprise PPC

Keeping OrganizedGoogle Calendars

Working FasterExcel (w. VBA)Adwords / Bing Desktop EditorKeyword BlenderSpeedPPC

Statistical AnalysisWolframAlpha

Enterprise PPC is just PPC….BIGGER.

@justmarkus

http://www.bestpricetoys.com/infant-toddler-costumes-super-heros/

http://costumezone.com/item.asp?PID=44192