SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies
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Transcript of SMX Advanced - Amazing PPC Tactics - Advanced Bidding Strategies
BIDDING STRATEGY: BEYOND SIMPLE DoW
• Fang Digital Marketing PPC Audit– STRUCTURE
• Campaign Settings– Targeting by Network and Device– Geo-targeting
• Campaigns• Ad Groups• Keywords and keyword grouping
– Branded and non-branded terms• Negative terms• Bids
– CREATIVE• Number of ads• Use of KWI• Landing Pages
– TRACKING• Bidding strategy• Tracking Conversion and ROI• Impression Share and Lost Opportunities
• Fang Digital Marketing PPC Audit– STRUCTURE
• Campaign Settings– Targeting by Network and Device– Geo-targeting
• Campaigns• Ad Groups• Keywords and keyword grouping
– Branded and non-branded terms• Negative terms• Bids
– CREATIVE• Number of ads• Use of KWI• Landing Pages
– TRACKING• Bidding strategy• Tracking Conversion and ROI• Impression Share and Lost Opportunities
BIDDING STRATEGY: BEYOND SIMPLE DoW
BIDDING STRATEGY: BEYOND SIMPLE DoW
• Kernel of an idea…– Upon arrival, informed that
accounts’ revenue followed a very predictable day of week pattern
– However, upon further investigation, the ROI for various accounts was not as consistent
– Lesson learned: Don’t trust anecdotal data
BIDDING STRATEGY: BEYOND SIMPLE DoW
The first pass: high level
Week # Mon Tue Wed Thu Fru Sat Sun1 41.67% 45.31% 51.21% 53.20% 48.51% 50.85% 38.61%2 45.01% 46.15% 50.81% 54.21% 52.32% 52.64% 47.99%3 45.10% 47.31% 42.04% 38.84% 38.94% 47.17% 46.33%4 42.66% 44.90% 46.23% 47.97% 45.20% 45.17% 45.95%5 36.84% 34.29% 27.60% 29.44% 32.51% 38.92% 41.31%
BIDDING STRATEGY: BEYOND SIMPLE DoW
The second pass: a little deeperACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun
1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%
ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun
1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%
ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun
1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%
ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun
1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%
BIDDING STRATEGY: BEYOND SIMPLE DoW
The third pass: keep diggingACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun
1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%
ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun
1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%
ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun
1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%
ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun
1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%
ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun
1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%
ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun
1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%
ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun
1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%
ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun
1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%
ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun
1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%
ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun
1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%
ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun
1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%
ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun
1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%
ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun
1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%
ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun
1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%
ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun
1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%
ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun
1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%
DIGGING IN THE DATA
• Results– Increased revenue and margin by 10%
within the first month of testing– Increased revenue and margin by 30%
within six months after expanding test across multiple accounts
DIGGING IN THE DATA
• How to do the grid– Useful formulas
• Day of Week (DOW): – =WEEKDAY(CELL#,2)
• Week of Month (WOM): – =INT((DAY(CELL#)-1)/7)+1
DIGGING IN THE DATA
• How to do the grid– Run a pivot table against the new data*
* Data provided here is FPO
DIGGING IN THE DATA
• Warnings…– This only discovers intra-month trends– Does not take into account intra-year seasonality (holidays,
seasons, etc.)– Spikes can skew data, remove very large spikes from equation– Compare daily averages across the month with every month in
a year to ensure that this really is a trend vs. just a regular averaging.
DIGGING IN THE DATA
• Don’t be lazy with your data, be proactive– Get out of the habit of daily tweaking– Move towards analyzing the data to get ahead of the trends– Robots are OK, but don’t become a slave to their charms
• Look for local trends within the data– Seasonality
• Buying seasons, spring thaw, paydays, etc.– Upcoming events
• Festivals, concert season, etc.
• Find your own WoM
JEFF FERGUSON \\ Senior Director Online Marketing
@fangdigital & @countxero & @dead_tree_media