What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - SMX West 2016

#SMX #XXA @MaddieMarketer

Fierce PPC Tactics To Make Your Account A Super Star

TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGEWHAT

WOULDBEYONCÉ

DO?


Senior Client Manager at Point It Digital Marketing

5 Years in PPC

Oversee $35M in Yearly Media

Global SEM Program Lead 20 Person Team 30 Languages 60 Markets

2015 US Search Award “Young Search Professional”

I QUEEN BEY!

WHO AM

I?


OKAY, SMX NOW LET’S

GET IN #FORMATION


BEST NEW PPC FEATURES & UPDATES

DRUNK IN

LOVE WITH PPC


UPGRADED URLS Destination URLs became

Final URLs on July 1st, 2015 Ads keep performance data If changes made to tracking

template, ads aren’t sent back for review

SASHA FIERCE TIP

Partner, let me

upgrade you

AdWords Editor still shows the Destination URL field, so

it’s easy to miss updating your Final URL field when building or updating ads


More bulk edit/multi-select

options

New navigation & advanced

search not as intuitive

to use

ADWORDS EDITOR 11 Redesigned interface New features support for

Labels Call-only Ads Upgraded URLs

SASHA FIERCE TIPDid you know there are new

keyboard shortcuts to use with AWE, including

CTRL+B to change bids and CTRL+U to change URLs

CON

PRO

HAPPY BEY

SAD BEY


RLSA – GOOGLE ANALYTICS AUDIENCES No longer limited by the AdWords

tag! Now can also use GA audiences

Not all GA data available to use due to privacy policies

Limitations for GDN dimensions and specific language & tech dimensionsSASHA FIERCE

TIPGet the most out of RLSA! Duplicate star campaign, write new ads, and bid up

on narrowed valuable audience by using

target & bid

Where my audience data

at?


AUTOMATED SHOPPING EXTENSIONS New extensions displayed alongside

PLAs at no additional cost Automatically show free shipping &

price-drop information Promotional text retired end of Sept

2015

Tell me, what you think about me?

I buy my own diamonds &

I buy my own rings

SASHA FIERCE TIPWant to highlight other

offers? Utilize Shopping extensions like Merchant

promotions, Product Ratings, & Trusted Stores certification


BIDDING TACTICS YOU SHOULD TEST

IF YOU LIKE IT THEN YOU

SHOULD HAVE PUT A

BID ON IT


FLEXIBLE BID STRATEGIESAdWords offers multiple automated, algorithmic bidding strategies, found in the Shared Library – and you should be testing them!

Maximize Clicks

Target Search Page

Location

Target Outranking Share

$Target

CPA Enhanced

CPCTarget ROAS


TARGET ROAS Case study with Gaming client

One of the first to test strategy

Aim to maximize conversion value to hit goal ROAS target

Bids changed based on predicted performance of ads

ROASROAS up

+47 points Revenue up +8%


TARGET OUTRANKING SHARE Case study with Consumer

Electronics client

Set goal percentage of target outranking share relative to main competitors in last 3 months

Focus was to start outranking competitors following up to Black Friday

ROASTop of Page

Rate increased +5%

Avg Position improved

+13%Better position in

100% of searches

on Black Friday+3% profit

increase

Yeah, that’s right.

WHAT’S UP


MULTI-STRATEGY FLEXIBLE BIDS Case study with e-Commerce client

Used multi-strategy approach: Target Search Page Location

to drive volume for promos Maximize Clicks

to increase traffic with brand value keywords

Target CPA to maximize orders on last-click conv keywords

+65% increas

e in convs

Reduced CPA

by 4%


FLEXIBLE BID STRATEGIES NEED TIME TO LEARN

Learning AdWords gathering performance to optimize

bids WHY: New Strategy? Budget Changed? Setting

Changes? Added/removed from the strategy?Limited Strategy needs to be edited in order to start

optimizing WHY: Max Bid Limits? Not Enough Data? Low

Spend? Budget Constrained? Low QS?

SASHA FIERCE TIPCheck Your Flexible Bid

Strategy Status in the Shared Library

to see if it is Learning or Limited


BRANDED PPC STRATEGY TIPS

SAY MY NAMESAY MY NAME


BRANDED PPC - BIGGEST CHALLENGE

Protecting The Brand

(Favoring Brand Voice Over Best PPC Practices)

Testing & Innovating

(Having Fun!)


PROTECT THE BRAND Discuss ad messaging guidelines

before launching new ads Consider internal vs. external brands What’s the appropriate CTA? Be realistic about what can fit in 95

characters Brand protection isn’t only done

with ads Avoid being generic in your landing

experience – searchers notice and bounce off!

Drop searchers on most relative page you can

Multiple accounts and/or campaigns? Set up regular auditing for consistency Align with other internal teams’ bidding


PRIORITIZE VALUE PROPS Brands have to work hard to

compete & stand out in PPC! What are your value props? What are your competitors

doing? What’s your audience looking

for?

Back up the argument to test best practice PPC over brand messaging with data!


MANAGE COMPETITION Use Auction Insights

Seriously, it better be your best friend

Label & Regularly Monitor Top Keywords

Keep an eye on your high-converting, lower-funnel keywordsSASHA FIERCE

TIPSet Up a QS tracker! Implement QS Tracker

AdWords Script & generate graphs to monitor historical

QS


SIGNS YOU HAVE A BEYONCE-QUALITY PPC TEAM

YOUR PPC?***FLAWLE

SS


Your PPC team should measure RESULTSAsks about specific goals

What is your target KPI? Do you have monthly, quarterly, yearly goals? How were those goals set?Delivers consistent & transparent reporting Doesn’t lump all campaigns together Clear segmentation of campaigns & categories Includes all relevant metrics #RESULT

SRED FLAGS Are you able to access your raw data? Do your reports always include only positive

results? Are many metrics hidden or deleted out of

reports?


Do you go months w/o hearing about PPC updates & new features?

Do they dodge discussing decreases or fluctuations? Are they genuinely excited about learning?

Your PPC team should value KNOWLEDGE SHARINGKeep your account updated Implementing applicable new features Ensuring best PPC practices set up Looks for opportunities to change areas in

order to improve performanceShares new ideas & new learnings Talks about the good & the bad performance Excited about learning, innovating,

testing, & growth

I got beauty,

I got heartKeep my heads in

them books,

I’m SMART

RED FLAGS


Your PPC team should consistently COMMUNICATEQuick to communicate & collaborate Regular calls & check-ins Proactive with ideas & initiatives Discusses tactics and revisits with you to ensure

they align with your goalsDoesn’t just say yes to everything Challenges things if they think it’ll hurt

performance Partners with you and discusses in detail to

come to the best solution

I KNOW IT’S CRAZY

OMG, we’reSO

successful!

RED FLAGS Do they miss calls, meetings, emails often? Are they proactive & detail oriented in their

communication style? Do you often have the be the first to take the

initiative?


BOUNCING BACK FROM PERFORMANCE DROPS

I’MA

SURVIVOR


IDENTIFY THE PROBLEMFIRST: Where did the drop in performance happen?

Keyword?

Ad

Group? Campaign?


BrainLabs has an awesome Auction Insights Script that you can run in a Google Doc

to visualize your Auction trends over time.

ASSESS COMPETITIVE IMPACTSWHERE MY

COMPETITORS AT?

SASHA FIERCE TIP


ALLOW FOR FLEXIBILITY Set KPIs per campaign category

Branded vs. Non-Branded Product Specific Testing Goals

Set thresholds to determine when it’s time to pivot your bidding strategy

Give yourself room to test, but set guardrails to keep things in check

Budget caps Max CPC caps Automated email

reports/notifications

Yes, that is human-being Beyoncé

doing that


BOUNCE BACK IN BEYONCÉ STYLE The great thing about

PPC? You can make changes nearly instantaneously and bounce back!

Be proactive Learn from your mistakes Remember you are human Share your wisdom with the

SEM community


1 2 3 4 5TAKEAWAYS

BEY//KEY

New Features! Try RLSA!

Test Flexible Bid Strategy

Find Intersect of Brand Voice + PPC Best

Practices

Work with PPC team w/ results, knowledge, &

communicationUse Auction Insights Script to Bounce Back

FasterASK YOURSELF WHAT WOULD BEYONCÉ

DO?


I’MA

SURVIVORQUEEN

BEYALL HAIL


CAN’T GET ENOUGH

BEYONCÉ?Story of my life…

Check out my presentation blog post for more info & resources:

www.pointit.com/blog/what-would-beyonce-do-

webinar

ALSO, check out this playlist of my favorite

Beyoncé jams!bit.ly/What-Would-

Beyonce-Do

What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - SMX West 2016

Marketing

Transcript of What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - SMX West 2016