Post on 28-Nov-2014
description
Advanced BiddingJay Stampfl, 3Q Digital
Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
By Jay Stampfl, 3Q Digital #SMX
Bidding
Jay Stampfl, 3Q Digital #SMX
Good
Bad
…Right?
Account Structure
By Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
Query Mapping!
Term Number of Adgroups
bucket hats 19
mitchell and ness bucket hats 11
new era bucket hat 10
mitchell and ness bucket hat 10
zubaz shorts 9
bucket hat 9
mitchell and ness batting practice jersey 8
nfl jerseys 8
uconn basketball shorts 7
snapbacks 7
seattle seahawks jersey 7
personalized nfl jerseys 7
starter jacket 7
nfl jersey 7
seahawks jersey 7
zubaz pants 7
cheap bucket hats 7
Action Item!Make sure that you don’t have queries going to many different KWs!
Jay Stampfl, 3Q Digital #SMX
Action Item!Check your top terms and KWs to make sure your dynamics are not changing too much… you can always use negatives.
Close variants in Exact and Phrase
Auction Dynamics
By Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
Scale
Efficiency
Any account that has both an ROAS and budget goal actually has neither.
Jay Stampfl, 3Q Digital #SMX
Auction Dynamics – CTR v. CPC
Jay Stampfl, 3Q Digital #SMX
Idiosyncratic SERPS
Jay Stampfl, 3Q Digital #SMX
Top versus Side
Date Range 1 Date Range 2
Avg. postion 3.2 3.3
CTR 3.72% 2.05%
Top 45,797 20,172
Other 62,699 97,809
Jay Stampfl, 3Q Digital #SMX
Action Item!Use Auction Insights to track competitor activity.
What do we gain?
Jay Stampfl, 3Q Digital
Use the Bucket segment to create an arbitrary
Control Bid
14 % more conversions
4k more cost
Scale vs. Efficiency?
Jay Stampfl, 3Q Digital #SMX
Action Item!It is almost always better to have more clicks at lower CPC
Limited Budgets are Bad
By Jay Stampfl, 3Q Digital #SMX
Latency
&Timing
Conversions and Consumer Behavior
Jay Stampfl, 3Q Digital #SMX
Shallow Heavy
40 % Day 1 difference!
Revenue Increases with Time
Seasonality and Promotions?
Jay Stampfl, 3Q Digital #SMX
Conversion Time Tag and AOV
Action Item!Know your number.
Jay Stampfl, 3Q Digital #SMX
Yesterday’s Average Position
Identify trends
30 Day Performance
By Jay Stampfl, 3Q Digital #SMX
Bidding
Automation and Conversion Optimizer
Jay Stampfl, 3Q Digital #SMX
Conversion Optimizer
Jay Stampfl, 3Q Digital #SMX
Gender as a Signal
CPC Conversion Rate ROAS
Female 0.83$ 2.93% 4.59
Male 0.95$ 3.45% 5.16
15.14% 18.02% 12.48%
Add demograph
Jay Stampfl, 3Q Digital #SMX
“Undetermined” has lower CPCs
CPC Conversion Rate ROAS
18-24 0.77$ 2.49% 4.80
25-34 0.87$ 3.38% 5.36
35-44 1.02$ 3.78% 4.65
45-54 1.02$ 3.51% 5.18
55-64 1.03$ 4.06% 5.50
65 or more 1.03$ 4.33% 6.25
Undetermined 0.79$ 2.76% 4.83
Jay Stampfl, 3Q Digital #SMX
Rules and Custom buckets
http://3qdigital.com/featured/take-care-of-bidness-with-bidding-set-up-and-adjustment-tips/
By Jay Stampfl, 3Q Digital #SMX
BiddingData Aggregation
Jay Stampfl, 3Q Digital #SMX
Ad Groups, Long Date Range
Ad Groups, Short Date Range
Low Volume KWs, Long Date Range
High Volume KWs, Short Date RangeHigher frequency, Larger changes
Lower frequency, Smaller changes
Jay Stampfl, 3Q Digital #SMX
Action Item!Stay aware of all of your layers of
bid modifiers
By Jay Stampfl, 3Q Digital #SMX
BiddingGross Profit and Last Click
Judging Scale - Gross Profit
$162,416 v. $214,603
$48,725 v. $64,381
$29,251 v. $34,408
+$5,158
Higher Bids Work!
Jay Stampfl, 3Q Digital
Revenue
After Product Margins
True Profit
Bid Value over Reg. Action Item!Clean cost/benefit analysis is the core of bid strategy.
Jay Stampfl, 3Q Digital #SMX
In other words….Max CPA = Incremental CPA
Cost
Number of Conversions
Action Item!Find the point where each incremental cost per conversion equals the Max CPA. AdWords Experiments is an easy way to plot that out.
Jay Stampfl, 3Q Digital #SMX
Find what efficiency/scale maximizes profit.
0
5
10
15
20
25
30
35
40
45
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000
Profit vs. ROAS
Gross Profit Maximization
Jay Stampfl, 3Q Digital #SMX
Identify the High/Low Assists
Jay Stampfl, 3Q Digital #SMX
Clean Query Mapping
Understand your Click-to-Conversion time
Monitor your SERPs and Track Competitors
Play around with CO
Break out Account by Buckets
Use Modifiers, but be careful
Understand true cost/benefit of Bids
Label upper-funnel Campaigns/KWs
Thank You!
Jay Stampfl
jay@3qdigital.com
Jay Stampfl, 3Q Digital