Winning PPC Tactics - SES Chicago 2012
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Transcript of Winning PPC Tactics - SES Chicago 2012
Chicago | November 12–16
What’s New in PPC?A Checklist To Make Life Easier
Melissa MackeygyroSearch Supervisor
Chicago | November 12–16
2
Leaders in B2B SEM
TOP 30 AGENCYUS
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BMA BtoB Agency of the Year, 2012
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
What’s New In PPC?
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
Cut Through The Clutter
Chicago | November 12–16, 2012 | #SESCHI
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2012: The Year of Mobile (Finally)
• Now is a good time to review your mobile and tablet results
Uh Oh
Chicago | November 12–16, 2012 | #SESCHI
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2012: The Year of Mobile (Finally)
• Consider separate campaigns with different messaging
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
2012: The Year of Mobile (Finally)
• Consider features unique to mobile campaigns (e.g. click to call)
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
2012: The Year of Mobile (Finally)
• Separate campaigns will help you manage things like this:
Chicago | November 12–16, 2012 | #SESCHI
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Other Mobile & Tablet Campaign Considerations
• Sitelinks
• Dayparting
• Landing page/site
• Where do tablets belong?
Chicago | November 12–16, 2012 | #SESCHI
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What’s New with Sitelinks
• Google’s New Policy
• Bing actually has them
Chicago | November 12–16, 2012 | #SESCHI
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Sitelinks: Google’s New Policy
• Use it to your advantage!
• Add as many sitelinks as you can
• But maintain relevance
Chicago | November 12–16, 2012 | #SESCHI
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Sitelinks on Bing
• Bing actually has sitelinks now
Chicago | November 12–16, 2012 | #SESCHI
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Sitelinks on Bing• But performance is lackluster (so far)
Chicago | November 12–16, 2012 | #SESCHI
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Updated Ad Rotation Options• Can now
rotate evenly in Bing
• at the ad group level!
Chicago | November 12–16, 2012 | #SESCHI
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New Ad Rotation Options for Google• In response to outcry from the PPC community
Chicago | November 12–16, 2012 | #SESCHI
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New Ad Rotation Options for Google• Align your rotation options with campaign
goals, not with Google’s profits
Chicago | November 12–16, 2012 | #SESCHI
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New Ad Rotation Options for Google• Be aware of Google policy changes regarding rotation
• New ad rotation default when using Conversion Optimizer or Enhanced CPC. When you first activate Conversion Optimizer or Enhanced CPC in a campaign, your ad rotation setting will change to “Optimize for conversions” by default. We recommend this setting to get the most conversions, but you’re free to change to a different option.
• Eligible campaigns will switch to “Optimize for conversions.” As we announced last December, all campaigns using Conversion Optimizer or Enhanced CPC which are set to use “Optimize for clicks” will be switched to “Optimize for conversions.” You can opt out of this update via this form up until November 9th, but you may miss out on getting more conversions by doing so.
• “Rotate evenly” change for campaigns using Conversion Optimizer or Enhanced CPC. As we announced earlier this month, campaigns set to “Rotate evenly” automatically begin to optimize for clicks when ads in an ad group are unchanged for 90 days. Similarly, when using Conversion Optimizer or Enhanced CPC, campaigns set to “Rotate evenly” will automatically begin to optimize for conversions when ads in an ad group are unchanged after 90 days.
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
Google Analytics Data Import to Adwords
• View your GA data right in the Adwords interface
Chicago | November 12–16, 2012 | #SESCHI
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Google Analytics Data Import to Adwords• But make sure it’s actionable!
Chicago | November 12–16, 2012 | #SESCHI
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Bing Ads: A Bunch Of New Stuff
Chicago | November 12–16, 2012 | #SESCHI
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Bing Ads: A Bunch Of New Stuff• Geotargeting by DMA
Chicago | November 12–16, 2012 | #SESCHI
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Bing Ads: A Bunch Of New Stuff
• Keyword level URLs (update all your param1 to keyword destination URLs)
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
Bing Ads: A Bunch Of New Stuff
• Import from Adwords (in online UI and Bing Editor)
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
Bing Ads: A Bunch Of New Stuff
• Bing Ads Intelligence (Excel plugin, unique keyword research features)
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
Bing Ads: A Bunch Of New Stuff• Editorial exceptions (right in the UI, with reasons for decline –
EXCEPT for declined sitelinks!)
Chicago | November 12–16, 2012 | #SESCHI
@Mel66
The Checklist Mobile:
Review mobile & tablet results; compare to desktop Consider separate mobile and/or tablet campaigns with different messaging Consider features unique to mobile campaigns (e.g. click to call) Review placements by device to avoid fails Remember to consider:
Sitelinks Dayparting Landing page/site Tablets – separate campaign, or include with desktop?
Sitelinks Add as many unique sitelinks to your Google campaigns as you can
But maintain relevancy to each ad group in the campaign Start using Bing sitelinks
But keep an eye on performance & tweak if needed Ad rotation options
Update Bing ad rotation options to match your goals/strategy Check your Google rotation settings – make sure you’re using the right one for your
goals/strategy Google Analytics Data Import to Adwords
What decisions will you make based on this data? Use GA to supplement Adwords data (not supplant it)
New Bing Features – are these right for you? Geotargeting by DMA Keyword level URLs Import from Adwords Bing Ads Intelligence Editorial exception requests