How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse
-
Upload
hanapin-marketing -
Category
Marketing
-
view
152 -
download
0
Transcript of How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse
![Page 1: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/1.jpg)
How Top Performer Campaigns Can
Radically Change Accounts…For
Better Or Worse
![Page 2: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/2.jpg)
Lauren Rosner– Senior Production Specialist
at Hanapin Marketing
– PPC Hero Blogger– @lkrosner
#thinkppc
![Page 3: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/3.jpg)
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
![Page 4: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/4.jpg)
Our Clients
#thinkppc
![Page 5: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/5.jpg)
Join the conversation• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
![Page 6: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/6.jpg)
Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
![Page 7: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/7.jpg)
#thinkppc
TopPerformer
Campaigns
![Page 8: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/8.jpg)
#thinkppc
Account Structure
Campaign
● Ad groups segmented by match type
● Embedded negatives at ad group level
● Campaign-appropriate negatives
![Page 9: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/9.jpg)
In Need of a Restructure?
#thinkppc
● Aggressiveness Scale
● Weighted Quality
Score against
Impression Share
● Geo analysis
![Page 10: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/10.jpg)
How to build a Top Performer Campaign
#thinkppc
1.SQR2. Identify top queries3.Create SKAGS4.Add negatives
![Page 11: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/11.jpg)
Let’s Break it Down!SQR
- Mine campaigns for well-performing queries
- This can include terms that are included in the account already as well as new terms
Identify Top Performers
- Identify what makes it a well-performing query
- What are your KPIs?
- What is volume like?
Create Skags
- Place your mined queries in their own campaign
- One exact match keyword per ad group
- Designate enough budget to these terms
Add Negatives
- Add exact match negatives to originating campaign
- Or if the top performing query already exists within the account, pause the original keyword
#thinkppc
![Page 12: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/12.jpg)
When it works, it WORKS
180% Increase in
Conversions 12% Decrease in
CPA
13% Increase in CVR
13% Increase in ROAS
179% Increase in Total Conversion
Value
#thinkppc
![Page 13: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/13.jpg)
Important!
#thinkppc
![Page 14: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/14.jpg)
When It Fails
#thinkppc
![Page 15: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/15.jpg)
Background Information• B2B• Steadily hitting Conversion and CPA Goals• Falling short of budget goals• Poor performance in display• Looking to expand performance in search
#thinkppc
![Page 16: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/16.jpg)
Results
#thinkppc
![Page 17: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/17.jpg)
What did I do?
#thinkppc
![Page 18: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/18.jpg)
Steps to Keeping Your Sanity When it Fails
1. Double-check all settings2. Let it run if you can afford to let it run
3. Turn it off/revert changes4. Double-Check all settings
5. Analyze6. Try Again
#thinkppc
![Page 19: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/19.jpg)
Key Takeaways
![Page 20: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/20.jpg)
When It Works• Mine SQRs• Keep budget loose• Celebrate your
success
When It Fails• Give it time• Check settings• Revert changes• Monitor closely
#thinkppc
Always• Try new things• Expect the good,
be prepared for the bad
REMEMBER
![Page 21: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/21.jpg)
Would you like an offer?A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
![Page 22: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/22.jpg)
Live Q&A Time!
![Page 23: How Top Performer Campaigns Can Radically Change Accounts...For Better Or Worse](https://reader035.fdocuments.us/reader035/viewer/2022062905/5871b7871a28ab55058b4bdf/html5/thumbnails/23.jpg)
Thank you for attending our webinar! #thinkppc
• Contact Us Directly: [email protected]
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf