Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

Figuring Out How To Scale is Sort of Like…

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex

In order to scale, you have to prioritize.

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 3

Alex Cohen, Senior Marketing Manager

www.clickequations.com | @digitalalex

3 Simple Ways to Prioritize Big PPC Accounts

http://www.clickequations.com/


3 Simple Ways to Prioritize Big PPC Accounts

1. Segregate Your Brand Keywords

2. Tackle the Tail with Technology

3. Automate Your Account Monitoring


Segregate Your

Brand Keywords

#


The Head Term Checklist

Improve Targeting

Value Segments

Appropriately

Satisfy User Intent

Review search queries weekly

Segregate brand keywords

Build a Match Type Keyword Trap

Organize campaigns for reporting

Maximize impression share

Test PPC/SEO cannibalization

Manually bid/review bid suggestions

Measure multiple goals

Test text ads

Tighten ad groups

Target and test landing pages

Optimize text ad continuity

Ensure offer continuity

Test new ad formats


Let’s Pick One Segment

Brand Terms Are Different


There are 4 Types of Brand Keywords

Brand – Pure

• sony, soney

Navigational Brand

• sony website,

www.sony.com

Brand – Related

• Howard Stringer

Brand Plus Keywords

• sony televisions


Put Them In Separate Ad Groups


Different Brand Keywords, Different Text Ads

Brand – Pure

• sony, soney

Navigational Brand

• sony website,

www.sony.com

Brand – Related

• Howard Stringer

Brand Plus Keywords

• sony televisions


Use Broad & Advanced Match Sparingly

Exact

Phrase X Broad

Advanced


Add Brand Terms as Negatives in Other Campaigns


Tackle the Tail with Technology

#


Find Opportunities with New Options in Google’s Keyword Tool


Review Ad Share, Search Share & PageAd Share = PPC Search Share = Organic Page


Pick the Categories You Want to Expand


Filter Your List for Volume, Competition & Share


Download & Create New Campaigns


Scrape Your Own Site to Build Out The Tail


Automate Your Account Monitoring

#


Google Analytics Custom Alerts


Google AdWords Custom Alerts


3rd Party Platforms


43 Paid Search Marketing Tools1. Keyword Research

– Google Keyword Research Tool -https://adwords.google.com/select/KeywordToolExternal

– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery -

http://www.keyworddiscovery.com/– SEO Book Keyword Tool –

http://tools.seobook.com/keyword-tools/seobook/– Wordstream – www.wordstream.com

2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com

3. Display Research 1. Google Placement Tool – Instructions -

http://clck.it/placement-tool2. DoubleClick Ad Planner –

http://www.google.com/adplanner/3. Web Data Extractor - http://www.webextractor.com/

4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor – www.google.com/intl/en/adwordseditor/• adCenter Desktop - http://clck.it/9JbCPS

5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com

6. Testing & Personalization• Google Website Optimizer - www.google.com/websiteoptimizer• Omniture Test & Target - http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com

7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com

8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com

9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com

https://adwords.google.com/select/KeywordToolExternal

http://www.wordtracker.com/

http://www.keyworddiscovery.com/

http://tools.seobook.com/keyword-tools/seobook/



http://www.wordstream.com/

http://www.compete.com/

http://www.adgooroo.com/

http://www.semrush.com/

http://www.thesearchmonitor.com/

http://www.ispionage.com/

http://clck.it/placement-tool



http://www.google.com/adplanner/

http://www.webextractor.com/


http://www.kenshoo.com/

http://www.marinsoftware.com/

http://www.acquisio.com/

http://www.google.com/intl/en/adwordseditor/

http://clck.it/9JbCPS

http://www.mongoosemetrics.com/

http://www.optimine.com/

http://www.marchex.com/

http://www.clearsaleing.com/

http://www.google.com/websiteoptimizer

http://clck.it/testandtarget

http://www.monetate.com/

http://www.sitespect.com/

http://www.ioninteractive.com/

http://4q.iperceptions.com/

http://www.foresee.com/

http://www.usertesting.com/

http://www.iperceptions.com/

http://www.knowclick.com/

http://www.omniture.com/

http://www.unica.com/

http://www.google.com/analytics

http://www.coremetrics.com/

http://www.webtrends.com/

http://www.salesforce.com/

http://www.sap.com/

http://www.netsuite.com/

http://www.venda.com/

http://www.volusion.com/


More On These Topics

• Account Monitoring– http://www.kaushik.net/avinash/2010/06/leverage-web-analytics-

custom-alerts.html

• Head Keywords– http://www.clickequations.com/blog/2010/07/keywords-not-

equal/

– http://www.clickequations.com/blog/2010/03/st21-brand-keywords/

• The Long Tail of Search– http://www.kaushik.net/avinash/2009/04/googles-search-based-

keyword-tool-monetize-long-tail-search.html

– http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html

http://www.kaushik.net/avinash/2010/06/leverage-web-analytics-custom-alerts.html









http://www.clickequations.com/blog/2010/07/keywords-not-equal/





http://www.clickequations.com/blog/2010/03/st21-brand-keywords/





http://www.kaushik.net/avinash/2009/04/googles-search-based-keyword-tool-monetize-long-tail-search.html

















http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html






























ClickEquations: Intelligent Paid Search Platform

ClickEquations enables you to manage all aspects of your accounts more easily

• Campaign management with bulk editing and easy-to-use optimization

• Powerful bid management createdwith experts from the Wharton School

• Best in class analytics for advanced and automated reporting

• And ClickEquations makes it all easy through Segments, Adviser, and Analyst

www.ClickEquations.com | @digitalalex


ClickEquations – Alex Cohen

www.ClickEquations.com

www.AlexLCohen.com@DigitalAlex

[email protected]


http://www.alexlcohen.com/

Industrial Strength PPC - SMX East - Alex Cohen of ClickEquations

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