Hard Core PPC Tactics

Presented by: Maria Corcoran

Hard Core PPC Tactics

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67Accounts

42Countries

200,000Ads

20+Languages

540,000Keywords

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Are you hard core?

Are you where your clients are and serving them the most relevant experience possible?

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How to stand out in the crowd?Take advantage of all of the tools at your exposure

Ad extensions Additional avenues of exposure

Messaging consistent and on point

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Think you don’t need Ad Extensions?

Ad extensions are part of ranking algorithm! Bid + (expected CTR + LP + Ad + Extensions) =

Ad rankExample: extended headers 8 % increase in CTR Example: extended headers + Site Links + Call out extensions 13% increase in CTR

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Site Links and Call Out Extensions

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Additional Avenues of ExposureGmail Sponsored Promotions

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Video Annotations

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Why RLSAs?

Adobe Creative CloudReinvented tools for a moreIntuitive, connected way of creating.www.adobe.com/CreativeCloud

Creative Cloud & StudentsStudents save 50% when you prepay.$299/yr - Limited time offer.www.adobe.com/Student+Teacher

Creative Cloud for SMBsSpecial Promo: $39.99/mo 2 yr. lockin price. Hurry! Limited time offerwww.adobe.com/CreativeCloudforSMBs

Adobe Creative CloudGet Photoshop plus all creativetools. 40% off – act now!www.adobe.com/CreativeCloud

Student

Business

Trialist

Key Benefits No tag implementation on page integrated with

Adobe Analytics Full alignment with Display segments for remarketing End-to-end customer experience on the web Adobe Audience Manager (AAM) as rule builder

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Creative Cloud RLSA Configuration - tagging

Requires Google remarketing pixel on every page on site Audiences built in silo (display, email, site, etc) Requires unique pixel for each audience segment Adobe Audience Manager (AAM) as rule builder

Business segment (AAM)

Trait 1 Trait 2 Trait 3

Google tag Other

network tag Other

network tag

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On Point & Consistent Messaging

Personalization

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Search Monetization

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Big brother / Google

Encrypted Search Forced use of “close variants”

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Keyword Funneling

Account

Exact Campaigns

Phrase Campaigns

Modified Broad Campaigns

Broad Campaigns

Exact Keywords: Regular & Relevant Exact Close Variants

Phrase Keywords: Regular & Relevant Exact Close Variants

Modified Broad Keywords

Broad Keywords

Exclude Irrelevant Exact Close Variants

Negative Exact

Exclude Irrelevant Phrase Close Variants

Negative Phrase

Negative Phrase

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Keyword Funneling

Account structure and unique keyword research are extremely important

Reliance on Exact Match

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Optimization Workflow

Optimal Decisions (bids, budgets, ads targeting)

Publishers (e.g., search engines) Tracking cookies Advertisers 3rd party ……

Data collection

Impressions Positions Click Through Rate (CTR) Clicks Cost Per Click (CPC) Conversion Rate Revenue Per Click

Predictive models

Optimizer

Optimization engine

Constraints: budget, min bid, max bid, and etc.

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Traditional Metrics

Lead form submission

Trials/product downloads

Revenue Cost Of Goods Sold

Revenue per Impression

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Metrics Blend

Total time spent on the site over multiple visits

BouncesTotal page views across multiple

visits

Page views in the first visit

Time spent on the site in the

first visit

Portfolio A Portfolio B

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Better RPC and ROI: Adobe on Adobe

RPC ROI

+66.6%

+70.4%

Pre

Post

19.5%

5.7%

RPC ROI

Pre

Post

* * Daily spends are controlled in the analysis. Performance changes may also be partially attributed to other uncontrolled factors, such as seasonality, trending, special event (e.g., promotion, new product announcement), portfolio composition changes, and etc.** Effects of seasonality and other factors are partially adjusted through performances of similar portfolios in the same periods

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Traditional MetricsTargeting beyond Keywords

Intent + device + location + audience/demo

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Traditional MetricsAudiences NOT Keywords

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Targeting Network Distribution Match Type Distribution Device Targeting

Budgets Account Budgets Campaign Budgets Keyword Bid Strategy Pacing

Content Structure Ad Extensions Ads LPs

Paid Search Levers Auditing

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Lever Heartbeat Metric Standards Value

Structure Keywords/Ad Group <10

Structure Sitelinks/Campaign >4

Structure Negative Keywords/Campaign

>5

LP Relevancy # of unique LP Experience

>3

Ad Rotation Ads/Ad Group >3

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