Amazing PPC Tactics - Danuloff - SMX London - ClickEquations
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Transcript of Amazing PPC Tactics - Danuloff - SMX London - ClickEquations
Five Amazing PPC TacticsFive Amazing PPC TacticsFrom High-Resolution PPC
C i D l ffCraig DanuloffPresident, ClickEquations Inc.
Intelligent Paid Search PlatformIntelligent Paid Search PlatformClickEquations enables you to manage all aspects of your accounts a age a aspec s o you accou smore easily
• Campaign management with bulk editing and easy-to-use optimizationand easy-to-use optimization
• Powerful bid management createdwith experts from the Wharton School
• Best in class analytics for advanced and automated reporting
• And ClickEquations makes it all• And ClickEquations makes it all easy through Segments, Adviser, and Analyst
Learn More: www ClickEquations com
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
Learn More: www.ClickEquations.comFree Resources: www.ClickEquations.com/Learn
The Tactics:
1. Query Mining
2. Match Type Keyword Trap
3. I l t B d K d3. Isolate Brand Keywords
4. Manage Impression Share4. Manage Impression Share
5. Respect the5. Respect theEconomics of Quality Score
© Copyright 2009 ClickEquations Inc. All Rights Reserved
Keywords Don’t MatterSearch Queries DoSearch Queries Do
Keywords are just magnets
4
Keywords are just magnetsyou use to attract search queries
Search Queries review true intent
Search Queries are the ultimatekeyword research tool.
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y
Mining Search QueriesMining Search Queries to Improve Targeting
• Mine queries for negative q gkeywords
• Mine queries for new phrase and exact match k dkeywords
• Create new campaignsand ad groups to betteralign queries with ad copy
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align queries with ad copy
Search Query ReportingSearch Query Reporting
• Query count reporting tells how many different queries matched each qkeyword
N b hi hli ht• Numbers highlight the need to expand negatives and promote phrase and exact match keywords
• Alerts when queries per keyword exceed targets
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Search Query Mining BenefitsSearch Query Mining Benefits
• More impressions
• Less wasteLess waste
• Bigger CTRs
• Better quality scoreette qua ty sco e
• Higher positions
• Lower CPCs
• More accurate reports
• Spend lessp
• Make more
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B ild Y lf ABuild Yourself A Match Type Keyword TrapMatch Type Keyword Trap
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Match TypeMatch TypeAlternativesAlternatives
Exact (rifle)
Phrase (shotgun)
Broad (bomb)
Automatic (black hole)
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Our ChallengeOur Challenge
Selecting a Match Type is a balanceSelecting a Match Type is a balance between the benefits of progressively
di i h i kmore diverse queries vs the risk of progressively more diverse queriesp g y q
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Search Queriespremium dog food brands in topeka kansaswhere to buy premium dog food baldwin county,organic dog food for skin allergieswww.organic dog food
natural frozen puppy food premium dog foodnatural dog foodhealthy dog food
Search Queries
all natural dog food and allergiesnatural dog food brandsall natural puppy food brandswhole dog food pantryroyal canin dog food sensitive stomach pets
all natural dog foodevo dog foodpremium natural dog foodnutritious puppy foodpremium all natural dog food
innova natural dog foodhumane organic cannine foodcheap nutritious dog foodnatural dog food brandsall natural dog food brands
natural frozen dog foodpremium dog foodnatural puppy foodhealthy dog foodall natural dog food
Dog Food dog food sensitive stomachis rachel ray dog food made in the usatop organic dog food companiesall natural dog food ratingsnatural puppy food brands
healthy natural dog fooddog food "made in the usa"natural frozen dog foodanmal food supplementsdry dog food supplement
all natural dog food brandstop all natural dog food brandscanned dog food sensitive stomachbest dog food bowldog food bowl holder made with tree branches
brandon farms naturals dog fooddognfoodnatural anti-fungal cream for caninesnaturaldogfoodorganic grain free dog foods
hanging metal dog food bowlpedal operated dog food bowlpremium natural dog foodpremium organic dog foodeco friendly dog food
"nature's logic"brandon farms dog fooden dog foodtop best dog foodswhole foods organic dog food
eco-friendly puppy food best weight control dog foods seafood
Dog FoodQuality Score = 5
Your Broad Match KeywordQuality Score = 5Bid = $1.00
premium all natural dog foodp g
[Premium All Dog Food]Competitors’Exact Match [Premium All Dog Food]
Quality Score = 8Bid = $1.00
Exact Match Keyword
Exact Match
Beats
Phrase MatchPhrase Match
Beats
Broad Match
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The Match T pe Ke ord TrapThe Match Type Keyword Trap
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The Match T pe Ke ord TrapThe Match Type Keyword Trap
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Equalize ReturnEqualize Return
10% C R t
Exact10% Conv Rate
$1.00 CPC100 Clicks / $100 Cost
$10 per CPA
Phrase
$10 per CPA
5% Conv Rate$0.50 CPCPhrase 100 Clicks / $50 Cost$10 CPA
1% C R t
Broad1% Conv Rate
$0.10 CPC100 Clicks / $10 Cost
$10 CPA
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$10 CPA
Tune The TrapTune The Trap
• Watch Search Queries• Add Negative Keywords• Add New Keywordsy• Promote Keywords to Phrase/Match• Adjust Bid ChangesAdjust Bid Changes
• All Match Types in Separate Ad Groups
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Isolate YourIsolate YourBrand KeywordsBrand Keywords
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Brand KeywordsBrand Keywords Are DifferentAre DifferentThey have low Costs Per ClickThey have low Costs-Per-ClickThey get high Quality ScoresThe get spectac lar CPCsThe get spectacular CPCs
These numbers radically distort metricsThese numbers radically distort metrics in your Ad Groups and Campaigns
© Copyright 2009 ClickEquations Inc. All Rights Reserved
A Sample BrandA Sample Brand StructureStructure Camp: Brand Keywords Camp: Brand-Related Keywords Camp: Brand Keywords AG: Pure Brand ClickEquations Click Equations
Camp: Brand-Related Keywords AG: Brand Economics ClickEquations pricing ClickEquations setup fee
AG: Brand Misspell ClickEuations ClikEquations
AG Brand Navigation
AG: Brand+People ClickEquations Danuloff ClickEquations Holt
AG: Brand+Categoriesg ClickEquations Website www.clickequations.com
g ClickEquations search platform ClickEquations search software
AG: Brand Plus ClickEquations bid algorithms
And negative your brand term in all other campaigns
ClickEquations bid algorithms ClickEquations revenue attribution
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And negative your brand term in all other campaigns
Impression Share:When Keywords FailWhen Keywords Fail
You buy the
21
You buy the keyword.
People type queries thatmatchmatch.
Your adYour addoesn’t display.
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Impression Share ReportsImpression Share Reports
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Impression Share ExactImpression Share Exact
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The Value of Lost IS ExactThe Value of Lost IS Exact
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Regaining Lost Impression ShareRegaining Lost Impression Share
ISL t B d t• ISLost-Budget• Raise your budget
• ISLost-Rank• Rank = Bid x Quality Score
• Raise your bid and/or Quality Score
• Do You Want To Regain it?• Match Type – Too Broad
• Irrelevant Keywords (all MTs)y ( )
The Economicsof Quality Scoreof Quality Score
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Th E iThe Economicsof Quality Scoreof Quality Score
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For More InformationFor More InformationClickequations.com/blog
Twitter.com/clickequations
Facebook com/clickequationsFacebook.com/clickequations
Youtube.com/clickequationsWebsite: www.clickequations.comEmail: [email protected]/clickequations
Phone: (866) 360-0220
© Copyright 2009 ClickEquations Inc. All Rights Reserved
Learn MoreHigh-Resolution PPCHigh Resolution PPCfrom our free e-book:
Download Your Copy Today!www.clickequations.com/ebook
“Th l f id h i h l“The glory of paid search is hyper relevance and how absolutely data driven it is. If your goal is to be the best you can be at paid search, then your path goes through this book. Avinash Kaushik - Author: Web Analytics 2.0
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