The Mega-List of PPC Efficiency Tips
-
Upload
joseph-kerschbaum -
Category
Marketing
-
view
92 -
download
4
Transcript of The Mega-List of PPC Efficiency Tips
![Page 1: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/1.jpg)
The ORIGINAL Search Marketing Event
#SESDenver
The Mega-List of PPC Efficiency Tips
Joseph KerschbaumMidwest Account Director
![Page 2: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/2.jpg)
@joekerschbaum
#SESDenver
About Me
![Page 3: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/3.jpg)
@joekerschbaum
#SESDenver
PPC
![Page 4: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/4.jpg)
@joekerschbaum
#SESDenver
ImpressionsClicks
Click-through rateCost-per-click
Cost-per-thousand-impressionsAverage positionConverted Clicks
ConversionsCost-per-conversion
View-through conversionsConversion rate (1-per-click)
Conversion rate (Many-per-click)Impression share
Exact match impression shareImpression share lost (budget)
Impression share lost (rankings)Relative click-through rate
Phone impressionsPhone calls
Phone-through ratePhone cost
Call durationCall time
Average cost-per-callRevenue
Return on investmentProfit margin
Average order value
Profit marginAverage order value
Lifetime valueBounce rate
Pages-per-visitTime on site
% of new visits% of return visitsRevenue per click
Revenue per impressionValue per visitQuality score
Keyword quality scoreLanding page quality score
Landing page user experience
![Page 5: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/5.jpg)
@joekerschbaum
#SESDenver
Ad text writingBidding strategy
Keyword research
Search query analysis
Negative keyword implementation
Landing page testing
Quality score
Site links
Product listing ads
Call extensionsImpression share analysis
Ad rotation
Ad delivery
Dynamic keyword insertion
Conversion optimizerTopic targeting
Interest category targeting
Remarketing strategies Enhanced CPC
Google+1 utilizationMobile device targeting
Placement targeting
Product extensions
Persona targeting
Match type utilization
Landing page Quality Score
![Page 6: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/6.jpg)
@joekerschbaum
#SESDenver
![Page 7: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/7.jpg)
@joekerschbaum
#SESDenver
![Page 8: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/8.jpg)
@joekerschbaum
#SESDenver
Clarity
Comprehension
Action
![Page 9: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/9.jpg)
@joekerschbaum
#SESDenver
Reporting
Dashboards
Automation
![Page 10: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/10.jpg)
@joekerschbaum
#SESDenver
Reporting
![Page 11: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/11.jpg)
@joekerschbaum
#SESDenver
Filters
![Page 12: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/12.jpg)
@joekerschbaum
#SESDenver
Filters
![Page 13: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/13.jpg)
@joekerschbaum
#SESDenver
Labels
![Page 14: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/14.jpg)
@joekerschbaum
#SESDenver
Reports
![Page 15: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/15.jpg)
@joekerschbaum
#SESDenver
Reports
![Page 16: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/16.jpg)
@joekerschbaum
#SESDenver
Alerts
![Page 17: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/17.jpg)
@joekerschbaum
#SESDenver
Labels
ReportsAlerts
Filters
![Page 18: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/18.jpg)
@joekerschbaum
#SESDenver
![Page 19: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/19.jpg)
@joekerschbaum
#SESDenver
Dashboards
![Page 20: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/20.jpg)
@joekerschbaum
#SESDenver
AdWords Home
![Page 21: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/21.jpg)
@joekerschbaum
#SESDenver
AdWords Home
![Page 22: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/22.jpg)
@joekerschbaum
#SESDenver
AdWords Home
FILTERS!
![Page 23: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/23.jpg)
@joekerschbaum
#SESDenver
Google Home
![Page 24: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/24.jpg)
@joekerschbaum
#SESDenver
AdWords Home
![Page 25: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/25.jpg)
@joekerschbaum
#SESDenver
GA Dashboard
![Page 26: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/26.jpg)
@joekerschbaum
#SESDenver
GA Dashboard
![Page 27: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/27.jpg)
@joekerschbaum
#SESDenver
GA Dashboard
![Page 28: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/28.jpg)
@joekerschbaum
#SESDenver
Google Analytics
Dashboard
AdWords Home
![Page 29: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/29.jpg)
@joekerschbaum
#SESDenver
![Page 30: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/30.jpg)
@joekerschbaum
#SESDenver
Automation
![Page 31: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/31.jpg)
@joekerschbaum
#SESDenver
![Page 32: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/32.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
Automated Bid Rules• Most
control• Most
visibility
Enhanced CPC• Medium
control• Lighter
changes
ROAS Bidding• Less control• Heavier
changes
Conversion Optimizer• Less control• Heavier
changes
![Page 33: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/33.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
Automated Bid Rules• Most control• Most visibility
Enhanced CPC• Medium control• Lighter changes
ROAS Bidding• Less control• Heavier changes
Conversion Optimizer• Less control• Heavier changes
Starter Automation
Advanced Automation
![Page 34: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/34.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
Automated Bid Rules• Most
control• Most
visibility
![Page 35: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/35.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
Enhanced CPC• Medium
control• Lighter
changes
![Page 36: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/36.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
ROAS Bidding• Less
control• Heavier
changes
![Page 37: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/37.jpg)
@joekerschbaum
#SESDenver
Bid Optimization
Conversion Optimizer• Less control• Heavier
changes
![Page 38: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/38.jpg)
@joekerschbaum
#SESDenver
Tips for Conversion Optimizer
• Stabilized campaigns• High volume campaigns• Not an optimization technique • Volume limitation• No ad scheduling bid modification• No mobile modifiers• No geographic modifiers• Shut off every once in a while
Bid Optimization
![Page 39: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/39.jpg)
@joekerschbaum
#SESDenver
Automation
![Page 40: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/40.jpg)
@joekerschbaum
#SESDenver
Scripts
![Page 41: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/41.jpg)
@joekerschbaum
#SESDenver
Scriptshttps://developers.google.com/adwords/scriptshttp://www.freeadwordsscripts.comhttp://www.optmyzr.com/scriptshttp://pro.ppchero.com/tools/scripts-library
![Page 42: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/42.jpg)
@joekerschbaum
#SESDenver
Campaign Automation
AdWords Scripts
Automated Bidding
![Page 43: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/43.jpg)
@joekerschbaum
#SESDenver
![Page 44: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/44.jpg)
@joekerschbaum
#SESDenver
![Page 45: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/45.jpg)
@joekerschbaum
#SESDenver
Reporting• Filters• Labels• Reports• Alerts
Dashboards• Google Home• Google Analytics Dashboard
Automation• Bid Optimization• Campaign Automation• AdWords Scripts
![Page 46: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/46.jpg)
@joekerschbaum
#SESDenver
![Page 47: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/47.jpg)
@joekerschbaum
#SESDenver
![Page 48: The Mega-List of PPC Efficiency Tips](https://reader030.fdocuments.net/reader030/viewer/2022032619/55c10f31bb61eb0e0d8b45b9/html5/thumbnails/48.jpg)
The ORIGINAL Search Marketing Event
#SESDenver
THANKYOU!
Joseph KerschbaumMidwest Account [email protected]@joekerschbaum