PPC Case Study Pubcon 2010
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Transcript of PPC Case Study Pubcon 2010
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PPC Case StudyPubcon 2010
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About Me
• President Stone Temple Consulting– 19 person SEO/PPC Services Firm
• Columnist:
• Author:
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> $50K Per Month Spend?
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Competitive Marketplace
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Optimize Campaigns > 10 Hours /Week?
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If Not …
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But All I Need is a Bid Management Tool, Right?
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Quick Case Study
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Client Scope
• Local Service area business with a national scale
– 5 to 10 service mile radius– Many hundreds of locations– High local search term volume
• Willing to aggressively invest in online lead generation
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Initial Situation
• Worked with a PPC agency (not us!)– Approach was to implement their tool– Report on it weekly– Tweak dials and gauges are requested by client
• Typical metrics for a given month:– $80K Spend, 80% ROI
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2008 through 2010 Results
Spend
ROI
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How did we get these results?
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Client Selected Kenshoo
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Kenshoo Provides• Overall Campaign & Bid Management
– Set ROI goals– Keyword by keyword bid management for those
with enough data– Grouped keyword bid management for those that
do not• Aka portfolio management
• Note: Marin does these things very well too! too!
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Typical Bid ManagementResults
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Summary of the Results
• Redline is the target ROI• Each data point is the ROI for a keyword, or
group of keywords• Actual average of these numbers 15% higher
than the target ROI• Results are all over the map!• This is normal
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Human Input Required!
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Key Areas
• Negatives• Bid down or disable losers• Scale Winners• Discovering new keywords• Ad Optimization (summary of results from
when we did that)• Competitive analysis
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Negatives• Every month:
– Review actual user queries that resulted in PPC traffic– Identify the higher volume ones that don’t make
sense• Ex: you bid on “printers” and you got a query for
“cheap printers”, but you are the high priced product
– Don’t have resources to do this?• Use Epiar
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Dealing with Losers
• Every week:– Find underperforming keywords– Evaluate scope of the problem– Pause them if it’s too big to fix– Or, bid them down if you can
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Scale Winners & Discover NewKeywords
• Every week:– Identify winners– Milk them for all they are worth!– Look for related keywords that you are not bidding on
• See if your competitors bid on them• Add them to your mix
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GKWP Report
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Identifying Winners
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Identifying Losers
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Ad Optimization
• Ongoing Basis– Test multiple ad copy variations
• Wait until you have enough data, then: - Pick the winners - Prune the losers - Start Your next test!
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Ad Optimization Results
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Ad Optimization Results
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Competitive Analysis
Source: SEMRush
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Competitive AnalysisSource: SEMRush.com
Source: SEMRush
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One More Thing …
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Separate out Brand Terms
• Don’t let your competitor steal your business!
• Simply outbid them– You should have the quality score
advantage• Don’t take the risk that they will be
bid down