Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

Vermont Web Marketing Summit, Nov 14, 2012

PPC TUNE UP CLINICBeginner Track

Presented By Brian JonesSenior Manager, Advertising Performance, Dealer.com


• 14 + yrs in digital marketing

• 10 yrs in search marketing

• Variety of industries & business sizes

• Find me at:

– LinkedIn.com/in/BrianAllenJones

– @BrianAllenJones

Bio

ConversionsCPLROASROI


• How many of you are beginners?

Quick vote

• How many of you are intermediate?

• How many of you are advanced?


• Account Structure

• Landing Pages

• Search Query Reports

• Ad Management

How to tune up your PPC advertising

• Organic Search

• On-Site Search

• Bidding Strategies


Account Structure


• Largest impact on account

performance

• Impacts all other components

Account structure


• The campaign is the

foundation of your success

• Do not confuse campaigns

with ad groups

Campaigns


• Ad groups create relevancy

– 5 – 10 keywords per ad group

– 2 – 3 ads per ad group

• Keywords

– Did you really exhaust all keywords?

• Ads

– What is the USP? What is the call-to-action?

– What are your competitors using?

Ad groups


Tip #1: Do not rush campaign set up

Costly & time-consuming to restructure

Tip #2: Understand the function of campaigns vs. ad groups

Each have unique capabilities

Tip #3: What does the consumer see on the SERP?

Keyword or ad?

Spend appropriate amount of time on each

3 tips when developing account structure


Landing Pages


Does your landing page strategy look like this?

Ad

Ad

Ad

Ad

Landing Page


Or more like this?

Ad

Ad

Ad

Ad

Landing Page

Landing Page

Landing Page

Landing Page


Question: How do you measure PPC success?

Results


Is it this?

ImpressionsClicksCTR



Or is it this?

ConversionsCPL

ROASROI



Search Query Reports


• What is a search query report?

Quick vote

• I tried but it was too difficult and confusing

• Every few months

• Weekly

Do you mine your search query report?


Keywords vs. search queries


• Increase click thru rate

• Increase conversion rates

• Increase quality score

• Lower CPA

How Can Search Query Data (SQD) Help You?


• Search engine evolution

Search query evolution

• User evolution


One billion searches

on Google every day;

and 16% of these

queries have never

been seen before


• Sort by impressions and/or clicks

• Sort by conversions and CPA

– Add new targeted keywords

– Add keywords to exclude

How to prioritize search query reports


Warning before adding negatives

Negative management

Does SQ drive conversions?

NoShould it convert?

Yes Why


Ad Management


Creating Ad Copy

Choose the element of the ad you want to test (headline, CTA, etc.)

All other elements of the ads will remain identical.

Toyota of Boston

Shop Our Huge Toyota InventoryOnline & Save with our ePricing.www.DDCMotors.com

Toyota of Boston

Shop Our Huge Toyota InventoryOnline View Current Specials.www.DDCMotors.com

Ad testing

1.


How does ad copy testing work?

By default, AdWords will optimize your ads for clicks and start showing ads with a better CTR more often.

For ad copy testing, we need ads to rotate evenly so that we have even sample sizes for our test.

Ad Rotation

Set ads to rotate evenly in AdWords2.



Free online calculators help determine the winner.

Measuring Results

Run ads for 3 – 4 weeks so the sample size can be large enough to

establish statistical significance.

3.

EXAMPLE: SplitTester.com



Next Steps

Once the winner has been determined, the losing ad can be edited to continue testing

4.

Toyota of Boston


Toyota of Boston

Shop Our Huge Toyota InventoryOnline & View Current Specials.www.DDCMotors.com

LOSER

Toyota of Boston


Toyota of Boston

Shop Our Huge Toyota InventoryOnline & View Lease Specials.www.DDCMotors.com

WINNER


Audience quiz

Which ad has a higher CTR?

Toyota Bay Area

Huge Toyota Inventory @ BoardwalkYour SF Bay Area Toyota Dealershipwww.ToyotaBoardwalk.com

Toyota Dealer Bay Area


Ads


Audience quiz


Toyota Bay Area


Toyota Dealer Bay Area


Ads Clicks Impressions CTR

168 1,863 9.02%

118 1,652 7.14%



Toyota Atlanta

Your Atlanta Toyota DealershipShop Us & Get Your Toyota ePricewww.ToyotaMotors.com

Toyota Atlanta, GA


Ads

Audience quiz



Toyota Atlanta


Toyota Atlanta, GA


Ads

Audience quiz

Clicks Impressions CTR

168 1,863 9.02%

118 1,652 7.14%



Ford Lease Specials

Shop Our Ford Lease Deals Online.Hurry, Great Ford Leases End Soon.www.FordMotors.com

Ford Lease Deals


Ads

Audience quiz



Ford Lease Specials


Ford Lease Deals


Ads Clicks Impressions CTR

185 848 21.82%

109 826 13.20%

Audience quiz


Organic Search


• Search queries that are generating significant traffic to your website

• Search queries that are generating sales and revenue

• Search queries that drive sales for high-margin products

Focus on the most important terms first


On-Site Search


• How many of your visitors use the search function

• The search terms your visitors use

• How your visitors engaged with your site as a result of their searches

From these reports you can see


• Total number of searches

• Time on site

• Average pages per visitor

• Conversions

How to prioritize on-site search query reports


Bidding Strategies


• It ain’t last on my list by accident!

• If you do everything correct bidding becomes MUCH less critical

• Bidding is important for accounts that are:

– Poorly organized and managed

– Very mature large accounts with significant data

How important is bidding?


Relevancy

Quality Score

PositionCost Per Click

ROI

RELEVANCY


• When developing bidding strategies consider the following

– Brand vs. non-brand

– Cost per lead vs. ROAS vs. ROI

– Attribution models

– Phone calls

– Core business vs. outliers

– Keyword intent

Different bidding strategies


Thank You.

@[email protected]

Linkedin.com/in/brianallenjones

mailto:[email protected]

Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

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