The 3 keys for successful organizational development - Spiros Papas - LTG-8
The Organizational Keys to PPC Campaign Success
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17-Oct-2014 -
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Transcript of The Organizational Keys to PPC Campaign Success
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PRESENTER: Zach Etten
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Benefits of a Well-Organized Account
• Performance• Improved campaign performance
• Analysis• Improved ability to make good decisions
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Performance Benefits
INCREASED PROFIT $$$
Higher Click-Through Rate
Higher Quality Score
Lower Cost-per-Click
Lower Cost-per-Conversion
#1.
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Performance Benefits
INCREASED PROFIT $$$
Higher Conversion Rate
Lower Cost-per-Conversion
#2.
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Analysis Benefits
• Improved account navigation
• Easier to spot themes
• Better trend analysis
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Campaign Structure
• Campaign Level Settings• Location
• Language
• Budgeting
• Network
• Analysis• Performance Targets
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Location
• Targeting users in multiple locations
• Different countries
• Different offerings for each location
Benefit: Improved Ad Copy, Keyword Bidding,
Conversion Rate
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Language
• Targeting users who speak multiple languages
• Ad Copy
Benefit: Improved Ad Copy, Keyword Bidding,
Conversion Rate
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Budgeting
• Specific budgets for certain parts of your
account
• Divisions
• Product Specific Budgets
• Be careful not to set campaign budgets too low
• Traffic is not linear or consistent
Benefit: Improved budget control
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Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
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Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
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Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
But, if campaign budget was set to $100/day…
Ad Spend - $2,771 ($218 less)
Clicks - 4,356 (343 less)
Sales - 384 [31 FEWER SALES(7.5%)]
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Network
• Targeting Multiple Networks
• Search & Display should ALWAYS be targeted
in different campaigns
Benefit: Improved Ad Copy, Keyword Bidding,
Conversion Rate
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Ad Group Structure
• Many, tightly focused ad groups
• Ad copy should closely reflect keywords
• Typically like to see fewer than 15
keywords per ad group
Benefit: Improved Ad Copy, Conversion Rate
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Ad Group Structure
• All about improving click-through-rate and
conversion rate
• Remember, they are called ad groups and
not keyword groups for a reason
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Naming Conventions
• Campaign Level
• Provide basic information about what’s inside
Search - US - Socks
Search - Canada - Socks
Display - US - Socks
Display - Canada - Socks
Socks - ORIGINAL
Socks (test)
Socks US
Socks CA
BAD GOOD
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Naming Conventions
• Ad Group Level
• Make the search & filter functions significantly
more useful
• Help identify themes & trends
Sports - Running
Sports - Walking
Sports - Hiking
Colors - Black
Colors - White
Running
Walking
Hiking
Black
White
OKAY MUCH BETTER
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Where To Start?
• Look at your website’s layout/navigation
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Where To Start?
• Look at your website’s layout/navigation
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Where To Start?
Paid Search - PPC
Paid Search - Pay Per Click
Paid Search - Paid Search
Themes
Ad Groups
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4 Fatal Mistakes of
PPC Account Organization
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4 Fatal Mistakes
#1 - Targeting both Search & Display in the same campaign
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4 Fatal Mistakes
#3 - Targeting Ad Groups Too Broadly
Ad Group Keyword
Socks [running socks]
Socks [running sock]
Socks [walking socks]
Socks [walking sock]
Socks [hiking socks]
Socks [hiking sock]
Buy Socks Online
ilovesocks.com
Shop Our Huge Selection of
Socks Today & Save!
Poor Structure
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4 Fatal Mistakes
#3 - Targeting Ad Groups Too Broadly
Ad Group Keyword
Running Socks [running socks]
Running Socks [running sock]
Walking Socks [walking socks]
Walking Socks [walking sock]
Hiking Socks [hiking socks]
Hiking Socks [hiking sock]
Buy Running Socks Online
ilovesocks.com/running
Runners Love Our Socks! Shop Our
Running Socks Today & Find Out Why
Buy Walking Socks Online
ilovesocks.com/walking
Walkers Love Our Socks! Shop Our
Walking Socks Today & Find Out Why
Buy Hiking Socks Online
ilovesocks.com/hiking
Hikers Love Our Socks! Shop Our
Hiking Socks Today & Find Out Why
Good Structure
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4 Fatal Mistakes
#4 – Poor Naming Convention
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QUESTIONS?
Contact: 888-476-1881www.VerticalMeasures.com
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Free Adwords Campaign Audits
What We Provide:
• An honest review of your Adwords efforts• Identify wasted ad spend
• Suggest areas for growth
• Share changes we would make and why
What We Don’t Provide:
• A boilerplate filled with Adwords buzzwords
Call Today for Your FREE Audit
(888) 476-1881
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NEXT WEBINAR…
Marketing Your Marketing: How to Drive Discovery of Your ContentPresenter: Sarah Skerik, Vice President, Content Marketing – PRNewswire/MultiVu
Learn about:• How audience attention spans have changed and the
opportunity that this creates for content publishers
• Ways to borrow newsroom tactics to bring content to the surface
• Tactics for fine-tuning content for effective distribution and social sharing
• Channels for distributing content (free and paid)
Check out our website at www.verticalmeasures.com/webinarsfor registration information.
14Nov
10am PST1pm EST