What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star By Maddie Cary

#SMX #13B1 @MaddieMarketer

Fierce PPC Tactics To Make Your Account A Super Star

TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGE


§  Senior Client Manager at Point It Digital Marketing

§  5 Years in PPC

§  Oversee $35M in Yearly Media

§  Global SEM Program Lead

§  20 Person Team

§  30 Languages

§  60 Markets

§  2015 US Search Award “Young Search Professional”

§  I QUEEN BEY!


DRUNK IN

LOVE WITH PPC


UPGRADED URLS

§  Destination URLs became Final URLs on July 1st, 2015

§  Ads keep performance data §  If changes made to tracking template,

ads aren’t sent back for review

Partner, let me upgrade you

AdWords Editor still shows the

Destination URL field, so it’s easy to miss updating your Final URL

field when building or updating ads


More bulk edit/ multi-‐select options

New navigation & advanced search

not as intuitive to use

ADWORDS EDITOR 11 §  Redesigned interface §  New features support for

§  Labels §  Call-‐only Ads §  Upgraded URLs

Did you know there are new

keyboard shortcuts to use with AWE, including CTRL+B to change bids and CTRL+U to change URLs

CON

PRO

HAPPY BEY

SAD BEY


RLSA – GOOGLE ANALYTICS AUDIENCES §  No longer limited by the AdWords tag!

Now can also use GA audiences

§  Not all GA data available to use due to privacy policies

§  Limitations for GDN dimensions and specific language & tech dimensions

Get the most out of RLSA!

Duplicate star campaign, write new ads, and bid up on narrowed valuable audience by using

target & bid

Where my audience data at?


AUTOMATED SHOPPING EXTENSIONS

§  New extensions displayed alongside PLAs at no additional cost

§  Automatically show free shipping & price-‐drop information

§  Promotional text retired end of Sept 2015

Tell me, what you think about me?

I buy my own diamonds & I buy my own rings

Want to highlight other offers? Utilize Shopping extensions like Merchant promotions, Product

Ratings, & Trusted Stores certification


IF YOU LIKE IT THEN YOU

SHOULD HAVE PUT A

BID ON IT


FLEXIBLE BID STRATEGIES AdWords offers multiple automated, algorithmic bidding strategies, found in the Shared Library – and you should be testing them!

Maximize Clicks

Target Search Page

Location

Target Outranking

Share

$

Target CPA

Enhanced CPC

Target ROAS


TARGET ROAS

§  Case study with Gaming client

§  One of the first to test strategy

§  Aim to maximize conversion value to hit goal ROAS target

§  Bids changed based on predicted performance of ads

ROAS ROAS up +47 points Revenue up

+8%


TARGET OUTRANKING SHARE

§  Case study with Consumer Electronics client

§  Set goal percentage of target outranking share relative to main competitors in last 3 months

§  Focus was to start outranking competitors following up to Black Friday

Top of Page Rate increased +5%

Avg Position improved +13%

Better position in 100% of searches on Black Friday

+3% profit increase

Yeah, that’s right. WHAT’S UP


MULTI-STRATEGY FLEXIBLE BIDS

§  Case study with e-‐Commerce client

§  Used multi-‐strategy approach: §  Target Search Page Location

to drive volume for promos

§  Maximize Clicks to increase traffic with brand value keywords

§  Target CPA to maximize orders on last-‐click conv keywords

+65%

increase in convs

Reduced CPA by 4%


FLEXIBLE BID STRATEGIES NEED TIME TO LEARN

Learning §  AdWords gathering performance to optimize bids

§  WHY: New Strategy? Budget Changed? Setting Changes? Added/removed from the strategy?

Limited §  Strategy needs to be edited in order to start optimizing

§  WHY: Max Bid Limits? Not Enough Data? Low Spend? Budget Constrained? Low QS?

Check Your Flexible Bid Strategy Status in the Shared Library

to see if it is Learning or Limited


SAY MY NAME SAY MY NAME


BRANDED PPC - BIGGEST CHALLENGE

Protecting The Brand (Favoring Brand Voice Over

Best PPC Practices)

Testing & Innovating (Having Fun!)


PROTECT THE BRAND §  Discuss ad messaging guidelines before

launching new ads §  Consider internal vs. external brands

§  What’s the appropriate CTA?

§  Be realistic about what can fit in 95 characters

§  Brand protection isn’t only done with ads §  Avoid being generic in your landing experience –

searchers notice and bounce off!

§  Drop searchers on most relative page you can

§  Multiple accounts and/or campaigns? §  Set up regular auditing for consistency

§  Align with other internal teams’ bidding


PRIORITIZE VALUE PROPS §  Brands have to work hard to compete

& stand out in PPC! §  What are your value props?

§  What are your competitors doing?

§  What’s your audience looking for?

§  Back up the argument to test best practice PPC over brand messaging with data!

S***


MANAGE COMPETITION §  Use Auction Insights §  Seriously, it better be your best friend

§  Label & Regularly Monitor Top Keywords

§  Keep an eye on your high-‐converting, lower-‐funnel keywords

Set Up a QS tracker!

Implement QS Tracker AdWords Script & generate graphs to

monitor historical QS


YOUR PPC? ***FLAWLESS


Your PPC team should measure RESULTS Asks about specific goals §  What is your target KPI?

§  Do you have monthly, quarterly, yearly goals?

§  How were those goals set?

Delivers consistent & transparent reporting §  Doesn’t lump all campaigns together

§  Clear segmentation of campaigns & categories

§  Includes all relevant metrics #RESULTS

§  Are you able to access your raw data?

§  Do your reports always include only positive results?

§  Are many metrics hidden or deleted out of reports?


§  Do you go months w/o hearing about PPC updates & new features?

§  Do they dodge discussing decreases or fluctuations?

§  Are they genuinely excited about learning?

Your PPC team should value KNOWLEDGE SHARING Keep your account updated §  Implementing applicable new features

§  Ensuring best PPC practices set up §  Looks for opportunities to change areas in order to improve performance

Shares new ideas & new learnings §  Talks about the good & the bad performance

§  Excited about learning, innovating, testing, & growth

I got beauty, I got heart

Keep my heads in them books, I’m SMART


Your PPC team should consistently COMMUNICATE Quick to communicate & collaborate §  Regular calls & check-‐ins §  Proactive with ideas & initiatives

§  Discusses tactics and revisits with you to ensure they align with your goals

Doesn’t just say yes to everything §  Challenges things if they think it’ll hurt performance

§  Partners with you and discusses in detail to come to the best solution

I KNOW IT’S CRAZY

OMG, we’re SO successful!

§  Do they miss calls, meetings, emails often?

§  Are they proactive & detail oriented in their communication style?

§  Do you often have the be the first to take the initiative?


I’M A

SURVIVOR


IDENTIFY THE PROBLEM

FIRST: Where did the drop in performance happen?


BrainLabs has an awesome Auction Insights Script that you can run in a Google Doc to visualize your Auction

trends over time.

ASSESS COMPETITIVE IMPACTS WHERE MY

COMPETITORS AT?


ALLOW FOR FLEXIBILITY §  Set KPIs per campaign category

§  Branded vs. Non-‐Branded

§  Product Specific

§  Testing Goals

§  Set thresholds to determine when it’s time to pivot your bidding strategy

§  Give yourself room to test, but set guardrails to keep things in check

§  Budget caps

§  Max CPC caps

§  Automated email reports/notifications

Yes, that is human-‐being Beyoncé doing that


BOUNCE BACK IN BEYONCÉ STYLE

§  The great thing about PPC? You can make changes nearly instantaneously and bounce back!

§  Be proactive §  Learn from your mistakes §  Remember you are human §  Share your wisdom with the

SEM community


1

2

3

4

5

New Features! Try RLSA!

Test Flexible Bid Strategy

Find Intersect of Brand Voice + PPC Best Practices

Work with PPC team w/ results, knowledge, & communication

Use Auction Insights Script to Bounce Back Faster

ASK YOURSELF WHAT WOULD BEYONCÉ DO?


I’M A

SURVIVOR

QUEEN BEY

ALL HAIL


CAN’T GET ENOUGH BEYONCÉ?

Story of my life…

Check out my presentation blog post for more info & resources:

www.pointit.com/blog/ what-would-beyonce-do-

webinar

ALSO, check out this playlist of my favorite Beyoncé jams!

bit.ly/What-Would- Beyonce-Do


See you at #SMX Advanced in June!

Thank you!

What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star By Maddie Cary

Marketing

Transcript of What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star By Maddie Cary