SIC PPC Fails 2014-10
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Transcript of SIC PPC Fails 2014-10
![Page 1: SIC PPC Fails 2014-10](https://reader035.fdocuments.in/reader035/viewer/2022062823/587017061a28ab7f428b5b15/html5/thumbnails/1.jpg)
Top 5 PPC Fails & paid social Opportunities
Game of Thrones Edition
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Ryan Campbell
Account Director, Add3@_ryancampbell
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Pull
Push
Marketing
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Pull Marketing
PPC
SEO
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Push Marketing
PR
Social Media
Affiliate
Display
Mobile
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PPC AD COPY TESTING FAIL
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“A Lannister always pays his debts” - Tyrion
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Google Expects an average of 9% click through rate in the top 3 positions
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Conclusion
Analysis
Observation
Experiment
Hypothesis
Question
Scientific Method
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Identify what elements you are testing
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Too many or too little ads per ad group
# of ads to run = # of clicks per month / 100
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Ad Templates For Low Volume
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Use Statistical Significance
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Use Scripts or Tools to Measure Performance
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Stage Tests & Document Learnings
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PPC CAMPAIGN AND AD GROUP ARCHITECTURE FAIL
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“Chaos isn't a pit, chaos is a ladder…” - petyr
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On average advertisers see an overall lift of 40% in clicks to their website when bidding on branded keywords
Set up and optimize separate branded keywords campaigns
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Budget Weighted Impression Share
Share Lost to BudgetShare Acquired
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Cookies
Campaign: Peanut Butter
Cookies
Ad Group: Mrs. Fields
Cookies
Ad Group: Buy Peanut
Butter Cookies
Campaign: Oatmeal Cookies
Ad Group: Mrs. Fields
Cookies
Ad Group: Buy Oatmeal
Cookies
Organize campaigns and give campaign and ad group names that are simple
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PPC AD EXTENSIONS FAIL
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“My mind is my weapon. My brother has his sword, King Robert has his warhammer, and I have my mind…” - tyrion
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Using ad extensions in your ads will uplift click through rate around 10%
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PPC DEVICE STRATEGY FAIL
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“Those are brave men knocking at our door. Lets go kill them.” - tyrion
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Mobile searches increased by 200% year over year and are set to outpace desktop searches this year.
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PPC REGULAR OPTIMIZATION FAIL
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“People have been swinging at me for years and they always seem to miss.” - Jamie
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Login and optimize your account at a minimum weekly
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RETARGETING FAIL
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“Everyone wants something, Alayne. And when you know what a man wants you know who he is, and how to move him.” - petyr
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Segment your audiences
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Test unique and different offers
325% increase in form fills
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Test Different Frequency Caps and Cookie Durations
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PAID SOCIAL MEDIA OPPORTUNITIES
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“I will be your champion” – Prince Oberyn
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Adults spend an average of 21 minutes a day on Facebook
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Comparing 2013 to 2014 there is an estimated 42% increase in digital ad revenue share for Facebook.
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Ecommerce Client• CPA is 60% below
search• 5x ROAS• FBX 22%
conversion rate
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B2B Lead Gen Client
Conversion rate 29% higher than paid search
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Ryan Campbell
Account Director, Add3@_ryancampbell
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Top 5 PPC Fails & paid social Opportunities
Game of Thrones Edition