Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap
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Transcript of Mistakes & Stragies for Becoming a PPC Hero - Jeff Allen at omcap
Why Does This Guy HaveA Funny Accent?
#UtahJeff
I have just the one wife.
3 Things You ShouldNever Do.
1. Never Optimize for Quality Score.
Neg
ativ
es CTR
Keyword Stuffing Landing Pages Bounce
Rate
Load Speed
Com
petit
ion
Keyword Relevance
Deleting
History
ComplianceIndustry
Expected…
Restructure
• Pause Low QS KWs• Keyword Stuffing• Speeding Up Landing Pages• Ad Testing•…
But Does QS Matter At All?
Quality Score Correlation with CPA - Ecommerce
Quality Score Correlation with CPA – Lead Gen
Started Optimizing for QS
Stopped Optimizing for QS
Reasons It Went Bad:• Encouraged Low Quality Clicks.• Paused High Converting, Low
CTR Ads.• Focused More On KWs With
History Than Adding New Keywords.
Easy Fix:Be More MarketerAnd Less Statistician.
2. Never Over-optimize Your Account(s).
Often, conversions are UNDER REPORTED by up to 20%. Thus being too CPA focused, relying on only one data source, can cost you 1/5 of your sales!
Optimizations:
• Bid up during peak hours.• Bid up kws 10% better than CPA
target.• Pause low performing kws.• Add mobile into 1 campaign.
Result:
Data
Hypothesis
1 Tactic
Significance
3. Never Forget to Segment Reports.
Lack of context…
Lack of context…distorts reality.
Total CPA
$90
Total CPA Non-Brand CPA
$90 $125
Total CPA Non-Brand CPA
Brand CPA
$90 $125 $12
Make Your Reports A Fair
Fight!
Smart Segmentation:A. Brand & Non-brand.B. Different Product & Service Types.C. Search & Display.D. New Keywords & Old Keywords.E. All of the Above.
#bonus-tip4nevertrustanyone
RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
COMPUTER: +12%MOBILE: +40%TABLET: +13%
CPA UP ACROSS ALL DEVICES
28%AF
TERDELETING ALL
BID MODIFIERS
CPA DROPS
trustbutverify
3 Strategies To Make You APPC Hero!
1. Increase Segmentation BEFORE Using Bid Multipliers.
All MOBILE IMPRESSIONS(avg. pos. = change in impressions)1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%
*Excludes Brand Terms
MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL(avg. pos. = change in impressions)1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%
*Excludes Brand Terms
AD GROUP FARM SYSTEM
TIERED AD GROUPSTYPEDEVICE MULTIPLIERMAJORS NONE(NEAR DESKTOP CPA)FARMONLY DOWN(< -20% OF DESKTOP CPA)PREP -100%(> -20% OF DESKTOP CPA)
Bid Multiplies Push Top Performing Keywords Off The Page But Leave Poor Performing Keywords In The Same Position.
2. Focus on the 20%.
80% Of Your Results Will Come From 20% Of Your Keywords.
Create “Top Performer”Campaigns That House YourMost Important Keywords.
1 Campaign Per Match Type.1 Keyword Per Ad Group. No Nonsense.
30-day periods pre/post-break out
Cost Sales
Find the 20% of Keywords that Drive 80% of Your Volume and Focus a Disproportionate Amount of Time on Them.
• Ad Testing• Testing Match Types• Bid Management• New Networks• Create Performance Baselines
3. Segment Campaigns by Match Type, Exclude Search Partners from Phrase and Broad.
Google Search CPA = $62Google Partner Search CPA = $97
Google Partner Search
Broad Match = $97
Match Type on Search Partners
CPA Delta from Google Search
Broad $175 25%
Phrase $119 45%
Exact $71 88%
Google Partner Search
Broad Match = $97
Campaign Match Type Search Partners
Ferrari Collectables (B)
Broad No
Ferrari Collectables (P)
Phrase No
Ferrari Collectables (E)
Exact Yes
How To1. Duplicate each campaign 3x.2. One for each match type (4x if mod broad &
broad).3. Exclude Search Partners in campaign(s) that
house the worst CPA match type(s).
In Summary
Do Not’s1. Optimize for Quality Score.2. Over-optimize Your Account(s).3. Forget to Segment Reports.Bonus: Trust Anyone!
Do’s1. Better Segment Ad Groups.2. Focus on the 20%.3. Segment Campaigns by Match Type, Exclude Search Partners.
Jeff AllenHanapin Marketing@JeffAllenUT#UtahJeff
Questions?
