8 PPC Tactics Not (Yet!) On Your Radar

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Information about 8 PPC Tactics Not (Yet!) On Your Radar
Marketing

Published on April 3, 2014

Author: hanapinmarketing

Source: slideshare.net

Description

As Account Managers, you are constantly changing, rearranging, and editing your accounts. You are masters of organization, pro writers at ad copy, and ninjas at the bidding process. But sometimes, in the midst of all that awesomeness, its easy to forget or miss simple tactics that will save time and increase efficiency.

In this slide presentation, two of Hanapin's expert Account Managers discuss PPC tactics that you may not know or have forgotten about. Both for the veteran digital advertising account manager and the "newbie" account manager, this will be very informative and a great refresher.

You'll get expert-level PPC tips like:

*Easy tips to save time in your account

*"Learn to use" cross-pollution to improve CPA

*How to calculate your aggressiveness scale

*Organizing your account to increase efficiency

Get these new tactics on your radar!

#thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: 8 PPC Tactics Not (Yet!) On Your Radar HOSTED BY:

#thinkppc Presenters • Roopa Carpenter – Account Manager at Hanapin Marketing – @RoopaCarpenter • Rachael Law – Account Manager at Hanapin Marketing – Blogger at PPC Hero

#thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.

#thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years

#thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.

#thinkppc PPC Tactic #1

#thinkppc #1: Watch out for those Mobile Apps: • Are your display ads showing up on mobile apps? • Here’s how you find out: • Display Network > Placements • Filter for Placements containing mobile

#thinkppc Why do we care? • Each individual placement on a mobile app may not be costly • However, if you calculate total cost for placements on all mobile apps, you may find that your throwing away a lot of cash.

#thinkppc It’s Not Always About the Money • CTR can suffer – Having additional impressions showing on mobile apps affect overall CTR for Display campaigns • Conversion Rate and CPA – Getting clicks but receiving little or no conversions; this will adversely affect conversion rate and CPA.

#thinkppc How Do I Stop the Mobile Madness? • Exclude mobile apps as a placement • Placement tab > add Campaign/Ad Group exclusion

#thinkppc PPC Tactic #2

#thinkppc #2: Details On Your Display Placements • I’m sure you are already auditing your display placements on a regular basis (..right?!) but you may not realize that you can exclude specific URLs on each domain • If you have a placement that is bringing in conversions, but at a high CPA, it might be worth looking at the details

#thinkppc #2: Details On Your Display Placements • Select the problem placement and click See Details > Selected • From here you can see pages within that domain that have performed poorly, so you can exclude them

#thinkppc Why does this matter? • It’s a simple yet widely overlooked trick that can help you spend your money more efficiently. You can cut specific placements without losing conversions to bring down CPA. • Or, find placements that work really well!

#thinkppc Maintain Relevancy • Say you’re selling gourmet dog treats, and your ads are showing up on petfoodworld.com. You would think that’s great, right? But you’re actually spending a lot of money on petfoodworld.com/cat-lovers. Not exactly so relevant, is it? Exclude it!

#thinkppc PPC Tactic #3

#thinkppc #3: Target the Right Audience • Do you know who you are advertising to in your Search campaigns? • If people have already converted, do you still want to continue advertising to them?

#thinkppc Why wouldn’t we want to do that? • Matters more to lead gen businesses where the value is in the first conversion • Do you want to show your ads & waste impressions on people who have already converted? – Think CTR • Do you want people who have converted to click on your ad if there is no value in them converting again? – Think wasted spend

#thinkppc Solution: Say Bye Bye to Converters • Create an audience of converters – Shared Library > Audiences – If you haven’t done so already, add the remarketing tag to all pages of your site.

#thinkppc Create an Audience of Converters • After the tag is implemented, create a new remarketing list • Let the list populate

#thinkppc Exclude Converters from Search • In your Search campaign(s), click on Audience tab • Scroll down to “Campaign audience exclusions” and create new exclusion • Then from your remarketing list, select the list that contains your converters. • Voila! Now your ads will only show to users who have not converted.

#thinkppc PPC Tactic #4

#thinkppc #4: Frequency Capping • Are users getting annoyed by seeing your display ads constantly? • Find out by pulling a reach and frequency report from the Dimensions tab – Select Reach and frequency - Day

#thinkppc How To Use The Data • Once you download the data into Excel, you can create a pivot table (because who doesn’t love a good pivot table?!) • In this example, when a user only sees the ad between 1 and 3 times a day, they are much more likely to convert

#thinkppc Why Do We Care? • By setting a frequency cap for your display campaigns, CTR and Conversion Rate increase • You also save budget by not wasting any spend on clicks that are less likely to convert

#thinkppc PPC Tactic #5

#thinkppc #5: Want a Mobile Campaign? • In the good ol’ days of PPC, you were able to bid solely on mobile, without having to opt into desktop. Well, those days are gone… or are they?

#thinkppc Create a Mobile Campaign…sort of • There’s still no way to bid on mobile only, but there may be a workaround. • Solution: Create a duplicate search campaign. – Caveat: This will not work if the original campaign is limited by budget (you’ll see why later)

#thinkppc Duplicate as Your Mobile Campaign • Once you set up your duplicate campaign, you reduce your desktop bids much lower than the max cpc bids in the original campaign. • Then put a mobile bid modifier in place (preferably between +100% to 300%) in the duplicate campaign – Make sure to put a -100% bid modifier in the original campaign

#thinkppc An Example: • In the original campaign, the keyword “money” has a max cpc bid of $.60, in the duplicate campaign the desktop bid for this keyword will be set to $.15. – Therefore, if a user on desktop searches for “money” the original campaign will win out. – Remember that caveat: This only works if the original campaign is not limited by budget & therefore is able to win out over the duplicate campaign.

#thinkppc Example continued • The mobile bid modifier in the duplicate campaign will be set to 300% times the new CPC (of $.15), so it will be $.60. • If a mobile user then searches for “money” the original campaign will not compete because it’s not showing for mobile (remember the -100%). – The duplicate will then be able to show for mobile users.

#thinkppc It’s Not Exactly the Good Ol’ Days, But It’ll Do • Although not ideal, this presents a way for you to control budgets and mobile bids ”separately” from desktop and tablets.

#thinkppc PPC Tactic #6

#thinkppc #6: Search Partner Network • Google’s Search Partner Network is often a setting that is easily ignored, but performance can vary greatly between Google Search and the SPN

#thinkppc Are you wasting your money? • From the example above, we notice 2 things: • Holy cow! We spent $761 on the search partner network, with 0 conversions! • The average position is often times much lower on the SPN, skewing your overall average position

#thinkppc What can you do about it? • If you find that SPN performs well… – Unfortunately Google doesn’t allow you to target the SPN separately from Google Search  • If you find that SPN performs poorly… – Opt out!

#thinkppc Average Position & SPN • If average position on the Google search results page is something that you or your client feel strongly about or greatly affects performance, you can do bid changes using only the Google search avg. position, or cross referencing the two.

#thinkppc PPC Tactic #7

#thinkppc #7: % of Non-Converting Costs (NCC %) • NCC % origin: – Difficulty in applying the Lin/Rodnitzky Ratio (aka Aggressiveness Ratio) across various accounts – Aggressiveness Ratio: How much more are you spending on research or discovery keywords than your core converting keywords.

#thinkppc Aggressiveness Ratio Calculation • How to Calculate the Aggressiveness Ratio 1. Pull a Search Query Report for the past 30 days (or any date range you prefer) 2. Filter the report for search queries that have converted at least once 3. = CPA of total search queries/CPA of search queries that have converted

#thinkppc Aggressiveness Ratio Scale • Scale: – Score of 1: Account is too conservative & needs keyword expansion – Score of 2: Right balance between converting & non-converting keywords – Score of 3 or more: Account is too aggressive & needs to cut back on non-converting keywords

#thinkppc Not All Accounts are the Same • The Problem: – The Aggressiveness Ratio doesn’t account for specific intangibles like goals or performance – Assumption that if there are performance issues, then these are related to the excess keywords. – Provides more of an abstract way of looking at your account rather than having specific numbers that you can use on a regular basis.

#thinkppc Back to NCC% • Rather than looking at numbers on a scale, lets calculate the actual % of non-converting spend. • NCC %= Cost of non-converting keywords/ Total Search Cost *100

#thinkppc NCC% is an Easy Calculation • How to Calculate NCC% in the AdWords Interface: • So NCC% = 195.81/295.55 *100 = 66.25%

#thinkppc It’s All About the Context • When you have your NCC% in hand, you can then turn to see if this has a positive or negative effect on your account based on your account specific KPIs.

#thinkppc Some Examples: Client A • Client A is an ecommerce client that has ROAS goals. • The above graph measures NCC v. ROAS over a 14 week period. • There appears to be a clear relationship between NCC% & ROAS. • Someone managing this account can see that when NCC is 86% or greater, it tends to fall short of ROAS goals.

#thinkppc Client B: Ecommerce with ROAS goals 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 100% 200% 300% 400% 500% 600% 700% 1 2 3 4 5 6 7 8 9 10 11 12 ROAS % of NCC • NCC is measured against ROAS over a 12 month period • Unlike Client A, this relationship defies our expectation that efficient spend leads to increased return • The Aggressiveness Ratio for this account was around 4, suggesting that keywords should be cut. • However, putting in it context like the NCC does, you can see that this may not be the best approach.

#thinkppc Client C: Lead Gen. with CPL Goals 0% 20% 40% 60% 80% 100% 120% $0.00 $500.00 $1,000.00 $1,500.00 $2,000.00 $2,500.00 $3,000.00 1 2 3 4 5 6 7 8 9 10 11 12 CPL %NCC • So here NCC is measured against CPL over a 12 month period • There appears to be no tangible relationship between NCC and the CPL goal • This example reflect a mixture of an inverse and direct relationship, which highlights the volatile performance of this account. • Again, it’s all about providing context!

#thinkppc Live Poll Question #3 #3 – Which area of your account do you think needs more attention? #thinkppc a) Display (placements, etc...) b) Search (search partner network, bids, audiences, etc…) c) Keyword level optimizations (keywords, search queries, etc…) d) Mobile Devices

#thinkppc PPC Tactic #8

#thinkppc #8: Search Term Cross Pollution • What is it? – This happens when a particular search query is triggered by more than one keyword across multiple ad groups / campaigns • It’s a good way to see how organized your account is

#thinkppc How do I know? • Excel, of course! • First, pull a Search Query Report with the Keyword column enabled • Once you download the information in Excel, create a pivot table with the search term as the row label & count of keywords as the values

#thinkppc Let’s see an example: • In the example above, this particular search term is matching up with 24 keywords across 6 campaigns!

#thinkppc Why Does It Matter? • If you don’t have control over how your traffic is being funneled in your account, you lose the ability to show super relevant ad copy to your audience. • You are also better able to control CPA/volume when pausing keywords. Currently, pausing a keyword likely just funnels search queries to another keyword

#thinkppc How do I fix it? • Use embedded negatives. – This strategy works best when match types are separated into their own ad groups or campaigns. – Negative phrase  Broad – Negative exact  Phrase • Good negative strategy in general – Create negative keyword lists for all ad groups. Apply them as negatives to other ad groups.

#thinkppc There you have it! • Mobile Apps • Display Placement Details • Excluding Converters • Frequency Capping • Mobile Campaigns (sort of) • Search Partner Network • NCC / Aggressiveness Ratio • Search Term Cross Pollution

#thinkppc Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).

#thinkppc Live Q&A Time!

#thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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