How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes

How To Revamp Your Mature, Tired PPC

Accounts Susan Waldes, SVP Client Services at Five Mill

#SMX East NYC Oct 1st 2014

#SMX #21B @suzyvirtual

A mature account can be a tired account

@suzyvirtual #SMX #21B A true story…

Query Reports Tapped

@suzyvirtual #SMX #21B

Ad Schedule Perfected


Nothing to Talk About


Reinvigorate by Exposing Hidden Data


HHI Targets

@suzyvirtual #SMX #21B http://3qdigital.com/featured/household-income-targeting-adwords-yup/

HHI Targets

Finding: CPL Varies by almost $30 from bottom to top HHI group. only ~1/2 of impressions are “known” Add bid modifiers on HHI groups


HHI Targets


Further segmentation by device reveals more interesting insights

Use these findings to develop personas and targeting strategies

HHI Targets


Test creative that highlights different value propositions for HHI groups

RLSA Audiences


Layer “bid only” RLSA audiences onto your search campaigns

RLSA Audiences


30 Day Previous visitors + converters compromise less than 1% of impressions 30% of previous visits and 50% of converted visits came back on brand

RLSA Audiences


•  Add bid modifiers (small impact) •  Learned that converted visitors are a small but viable

GDN remarketing audience •  Deprioritize (1% of impressions)

Demographic Audiences


You need a rep to activate demographic audiences for search

Get a sense of demographics in GDN audiences

Click into a remarketing audience

Demographic Audiences - Age


2/3rd unknown $28 delta between best and worst age range Best target is middle aged Use bid modifiers Landing page testing

Demographic Audiences - Age


Isolating brand shows opportunity at better messaging and targeting for young audiences

Demographic Audiences - Gender


Males have higher volume and better performance metrics Unknown performs relatively poorly – (consider bid modifier on unknown)

Demographic Audiences


Create landing pages for gender and age behavior

New Data - New Ideas - New Tests - New Things to Talk About


Thank You!!! Susan Waldes, SVP Client Services at FiveMill

Marketing

[email protected]

@suzyvirtual

www.linkedin.com/in/susanwaldes/

How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes

Marketing

Transcript of How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes