Sculpt Your Way to PPC Success:Maximize ROI by eliminating waste

Bing Ads Connect TOOct. 27, 2015Andrew Goodman

Marketing is everything?

Stumped? Try “sculpting” to reveal high intent interactions

7 ROI-Boosting Quick Wins

1) Getting keywords right: prioritizing match types2) Eliminate device waste3) Cut out geo-waste4) Kill bad ads (and understand why they’re bad)5) Suss out scary settings6) Anticipate seasonal lulls7) Let your campaign sleep at night? Leverage

dayparting

1. Get keywords rightby prioritizing match types

“Keyword dump,” or surgical precision?Build a better ad group

Prediction: this ad group is going to suck.

Step 1: Define your main “entity”.In this ad group, simply build around that.

Add some other match types.Also, add “buy words” & geo words.Memo: there is no perfect method!

The power of match types

Quick fix for a lame adgroup• A little elbow grease can make all the difference.• The original group had broad, poor keyword choices – paused or bid

down• Don’t dump tons of keywords in, but do add judiciously• Appropriate level of granularity• Use the keyword tools; pick and choose clearly-phrased queries• And does it reflect what’s for sale on the landing page?

Get detailed info on actual search queries

Search query report:A jumble of nonconverting queries, yikes.

Diagnose problem. Match types, negatives, mobile bid…?

2. Eliminate device waste.Normalize KPI’s by device?

Are some devices draining your budget?Run reports by device.

Yes, Google’s interface is moreintuitive here. (Also useful to set

baseline assumptions for adjustments.)

3. Cut out geo-waste

Root out those geo-culprits

Oh, no!Should we avoid these places?

Whole province vs. major cities – conversion rates May 1 – Oct. 12, 2015[Canada average: 3.00%]

Province Metro 1 Metro 2 Metro 3 Metro 4

Ontario 3.09% Toronto 3.32% Ottawa 3.35%

Quebec 2.60% Mtl. 2.98% Quebec 2.18% Laval 2.18%

BC 2.77% Vcr. 2.90% West Van 2.62% North Van 3.95% Whistler 9.33%

NB 2.95% Fred’tn 3.89% Moncton 1.93% Saint John 3.80%

Manitoba 2.73% Wpg. 2.65%

Geo-facts: Canada“Spending power of the creative class”?

Source: Statistics Canada, 2013• Looked at Median Total Income, by family type, by census

metropolitan area – couple families• Canada median family income, couple families: $84,080• In order of highest income: Ottawa-Gatineau, Calgary, Edmonton,

Regina, St. John’s, Saskatoon• Surprises include Greater Sudbury, Oshawa• In last place on list: Abbotsford-Mission, BC• Vancouver, Toronto likely quite polarized• Government & oil/commodities are major themes here for regional

economic prosperity – the latter now in flux!• Income doesn’t always correlate with e-commerce results, but quite

often does• Age, gender, family status, jobs, education, tastes, language matter

too• Most major metros on the list are above the average income

– Prosperity is in metro areas, not small town/rural

4. Kill bad ads(if they are indeed bad)

(and understand why they’re bad)

You win vs. the house wins:the ‘curved space’ issue

• Seek the rare genetic freak “double win”

Keep it simple: look at conv. rate first

Don’t be fooled: try a longer date rangeDouble win!!

FACTORS INFLUENCING EXPECTED ROI on PPC

5. Suss out scary settings

Look inside the box!

6. Anticipate seasonal lulls –What’s the best way to shift bid

stance “across the board”?

Don’t chase seasonal changes:get out in front of them

7. Always on, or sometimes off?

Should you bid adjust for time of day?• Optmyzr time/day performance visualization: 52 wks.• Metric shown: Conv. rate

Consider the perils of attributionvis-à-vis dayparting

Did we win?

Thank you!