Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter
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Transcript of Prioritizing Your Search Marketing Efforts by Amanda West-Bookwalter
Amanda West-BookwalterAccount Manager at Hanapin Marketing, handling both e-commerce and lead generation accounts
Blogger at PPC Hero
The Two Halves of SEM
SEO
PPC
#smx #21B @Amanda_WestBook
Andy’s System Can Be Applied to Both Halves
I don’t do any of this stuff.But I can still use the system.
#smx #21B @Amanda_WestBook
All PPC, All the Time
Alive and well
R.I.P.
#smx #21B @Amanda_WestBook
PPC’s Guiding Formula
Spend
CPC
Conversion
RateLeads
#smx #21B @Amanda_WestBook
When We Optimize…
Spend
CPC
Conversion
RateLeads
We want this to be
lower
We want this to be
higher
#smx #21B @Amanda_WestBook
Ad Rank Determines Your CPC
• Bid Management• Bidding options
• CPC, CPA
• Frequency of bid changes
• Device management
• Competitor analysis
• Quality Score• Click-through rate
• Ad text• Negative keywords• Close variants• Ad reviews
• Account structure• Size of ad groups• Ad to keyword
relevance• Landing page
experience
#smx #21B @Amanda_WestBook
Lots of Things Determine Conv. Rate
• Targeting Options• Networks
• Keywords to bid on
• Geotargeting
• Dayparting
• Negative keywords
• Landing Pages• LP reviews to match to
keyword performance• Site designs• Conversion rate
optimization• Number of required
fields in your forms• How ad text interacts
with LPs
#smx #21B @Amanda_WestBook
PPC According to Andy (and me)C
han
ge in
CPA
Effort
High Movement – Low Effort• Close variants• New bidding options • Reducing required fields
High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks
Low Movement – High Effort• Account restructures• Competitor analysis
Low Movement – Low Effort• Negative keywords• Routine bid changes
Only a Sample!
As always, your mileage may vary
Negative keywords!
Super efficient!
Negative keywords! A
waste of resources!
#smx #21B @Amanda_WestBook
Predict the Future
• What is your mileage going to be?
Who
knows?
You.
You’re
supposed to
know.
#smx #21B @Amanda_WestBook
The Importance of Projections
• Get scientific with your approach
#smx #21B @Amanda_WestBook
Deciding which new technique to deploy
• List all of the cool conference stuff you have
• Identify what that cool conference stuff is supposed to change
• See if it works
• Record results, report to superiors, keep doing that
#smx #21B @Amanda_WestBook
Think Through Your Changes
Spend
CPC
Conversion
RateLeads
Will the change
reduce this?
Will the change
increase this?
#smx #21B @Amanda_WestBook
Look at Your Past Performance
And identify what that action is supposed to change (this is your hypothesis)
KW expansionNew engine
New targetingLooser dayparting
New devices
Negative KWsMore restrictive
match typesTighter dayparting
#smx #21B @Amanda_WestBook
Look at Your Past Performance
Use this hypothesis to project the effect of changes
New ad test.Hope for 5%
improvement.
This projection only increases CTR 5%, which gives 5% increases to clicks, spend and conversions
#smx #21B @Amanda_WestBook
Look at Your Projections
Life (and PPC) is complicated. Higher CTRs can affect other stats. What else could
you change?
#smx #21B @Amanda_WestBook
Consider all the angles
• Project all of
your new
ideas
• Decide which
have the
most
potential
#smx #21B @Amanda_WestBook
PPC According to You (not Andy or me)C
han
ge in
CPA
Effort
High Movement – Low Effort• Close variants• New bidding options • Reducing required fields
High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks
Low Movement – High Effort• Account restructures• Competitor analysis
Low Movement – Low Effort• Negative keywords• Routine bid changes
You can decide where PPC projects fall on this chart according to your
own projections and experience.
#smx #21B @Amanda_WestBook
Project Once (or Twice), Measure Once
• Be like kids in
science class – collect
and record your data
• Know what went
wrong
• Even if things get
better, you want to
know why they’re
better for the next
experiment
Some tests win, others don’t
SAMPLE CONTENT
GOES RIGHT HERE
IN THIS SPACE.
Factor that into your projections
Ad Testing
#smx #21B @Amanda_WestBook
Some tests win, others don’t
Negative KWs
#smx #21B @Amanda_WestBook
Some tests win, others don’t
New Site Launch
#smx #21B @Amanda_WestBook
Moral of the Story
The more you test, the more you’ll learn
The more you know, the better you can project
The better you project, the better you can
prioritize.
#smx #21B @Amanda_WestBook
Decide Movement/Effort Better and BetterC
han
ge in
CPA
Effort
High Movement – Low Effort• Close variants• New bidding options • Reducing required fields
High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks
Low Movement – High Effort• Account restructures• Competitor analysis
Low Movement – Low Effort• Negative keywords• Routine bid changes
#smx #21B @Amanda_WestBook
Decide Movement/Effort Better and BetterC
han
ge in
CPA
Effort
High Movement – Low Effort• Close variants• New bidding options • Reducing required fields
High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks
Low Movement – High Effort• Account restructures• Competitor analysis
Low Movement – Low Effort• Negative keywords• Routine bid changes
#smx #21B @Amanda_WestBook
PPC Wooly Willie!C
han
ge in
CPA
Effort
#smx #21B @Amanda_WestBook
Final Thoughts
Decide if conference lessons are actionable
or theoretical
Ex. Did you learn a new way to do bid changes,
or did you learn a new way to think about
bidding?
Theoretical stuff isn’t going to directly affect
CPA as much, but it will change the way you
think about and do stuff (possibly all of your
stuff)
#smx #21B @Amanda_WestBook