PPC Case StudyPubcon 2010
About Me
• President Stone Temple Consulting– 19 person SEO/PPC Services Firm
• Columnist:
• Author:
> $50K Per Month Spend?
Competitive Marketplace
Optimize Campaigns > 10 Hours /Week?
If Not …
But All I Need is a Bid Management Tool, Right?
Quick Case Study
Client Scope
• Local Service area business with a national scale
– 5 to 10 service mile radius– Many hundreds of locations– High local search term volume
• Willing to aggressively invest in online lead generation
Initial Situation
• Worked with a PPC agency (not us!)– Approach was to implement their tool– Report on it weekly– Tweak dials and gauges are requested by client
• Typical metrics for a given month:– $80K Spend, 80% ROI
2008 through 2010 Results
Spend
ROI
How did we get these results?
Client Selected Kenshoo
Kenshoo Provides• Overall Campaign & Bid Management
– Set ROI goals– Keyword by keyword bid management for those
with enough data– Grouped keyword bid management for those that
do not• Aka portfolio management
• Note: Marin does these things very well too! too!
Typical Bid ManagementResults
Summary of the Results
• Redline is the target ROI• Each data point is the ROI for a keyword, or
group of keywords• Actual average of these numbers 15% higher
than the target ROI• Results are all over the map!• This is normal
Human Input Required!
Key Areas
• Negatives• Bid down or disable losers• Scale Winners• Discovering new keywords• Ad Optimization (summary of results from
when we did that)• Competitive analysis
Negatives• Every month:
– Review actual user queries that resulted in PPC traffic– Identify the higher volume ones that don’t make
sense• Ex: you bid on “printers” and you got a query for
“cheap printers”, but you are the high priced product
– Don’t have resources to do this?• Use Epiar
Dealing with Losers
• Every week:– Find underperforming keywords– Evaluate scope of the problem– Pause them if it’s too big to fix– Or, bid them down if you can
Scale Winners & Discover NewKeywords
• Every week:– Identify winners– Milk them for all they are worth!– Look for related keywords that you are not bidding on
• See if your competitors bid on them• Add them to your mix
GKWP Report
Identifying Winners
Identifying Losers
Ad Optimization
• Ongoing Basis– Test multiple ad copy variations
• Wait until you have enough data, then: - Pick the winners - Prune the losers - Start Your next test!
Ad Optimization Results
Ad Optimization Results
Competitive Analysis
Source: SEMRush
Competitive AnalysisSource: SEMRush.com
Source: SEMRush
One More Thing …
Separate out Brand Terms
• Don’t let your competitor steal your business!
• Simply outbid them– You should have the quality score
advantage• Don’t take the risk that they will be
bid down
Thank You!Eric EngePresidentStone Temple [email protected]@stonetemple
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