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Creating Linear Models that Lead to Successful PPC Campaigns

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Information about Creating Linear Models that Lead to Successful PPC Campaigns
Marketing

Published on February 27, 2014

Author: WebRankingSEM

Source: slideshare.net

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Creating Linear Models that Lead to Successful PPC Campaigns Presented by: James Svoboda @realicity SearchFest: #FAIL Free PPC Download: www.webranking.com/presentation Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

CONVERSIONS are KING Credit: askmewhenimnotbusy.tumblr.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

QS & CTR are QUEEN Credit: hellomagazine.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

What Are Linear Models? A linear model is an established or expected path that leads the target audience to a desired engagement action, at an acceptable conversion rate or cost, which takes into account elements that affect conversions. Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity

LINER ENGAGEMENT MODEL (LEM) Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

ELEMENTS of a LEM Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

Linear Example: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

AD #1: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

AD #2: women’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

SETTINGS & TARGETING Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity

LOCATION TARGETING & UNTARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

LOCAL SERP MATCHING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

LANGUAGE TARGETING Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

DAY, WEEK & MONTHLY TRENDS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

TIME OF DAY MATTERS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

KNOW YOUR DISTRIBUTION CHANNELS Search Partners Include: Amazon.com BestBuy.com Target.com Ebay.com Walmart.com Overstock.com Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

DESKTOP, TABLET & MOBILE TARGETING Do your MOBILE CONVERSIONS include Phone Calls? Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

KEYWORD MATCHING & BID LEVELS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity

Those aren't the Keywords you're looking for… Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

EXACT MATCH: [running shoes] running shoes = running shoes nike running shoes = nike running shoes womans nike running shoes = womans nike running shoes woman’s nike running shoes = woman’s nike running shoes • • • • • Same plural or singular matching Same word order Same punctuation No misspellings or alternatives No extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

PHRASE MATCH: “running shoes” running shoes = running shoes running shoes = nike running shoes running shoes = womans nike running shoes running shoes = woman’s nike running shoes • • • • • Same plural or singular matching Same word order Same punctuation No misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

BROAD MATCH: running shoes running shoes = nike shoe nike running shoes = nike horse shoes womans nike running shoes = shoes woman’s nike running shoes = mens sneakers • • • • • • Needs only loosely Match 1 Word in Keyword Any plural or singular matching Any word order Any punctuation Any misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

MODIFIED BROAD: +running +shoes running shoes = shoes for running nike running shoes = 2014 nike running shoe womans nike running shoes = nike woman running shoes woman’s nike running shoes = nike running shoe women • • • • • • Needs to Match All Anchored Words in Keyword Any plural or singular matching Any Same word order Any punctuation Any misspellings or alternatives + extra words in the query Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

1 WORD KEYWORDS: shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

2 WORD KEYWORDS: running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

3 WORDS: womens running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

4+ WORDS: womens nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

1, 2, 3 & 4+ Word Keywords  shoes   running shoes   womens shoes   nike shoes    nike running shoes    womens running shoes    womens nike shoes     woman’s nike running shoes Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

KEYWORD BID LEVELS VARY Keyword CPC running shoe $ 2.11 running shoes $ 1.35 womans running shoes $ 2.01 womens running shoes $ 1.81 womans nike running shoes $ 1.29 women nike running shoes $ 0.94 womens nike running shoes $ 0.91 nike womens running shoes $ 0.76 Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

KEYWORD MATCHING & BID LEVELS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

TIERED BIDS & KEYWORD GROUPS running shoes = $1.00 CPC for profit +running +shoes @ $0.75 [running shoes] @ $1.00 negative keywords: -nike, -nikes, - womans, -woman, etc. nike running shoes = $1.25 CPC for profit +nike +running +shoes @ $1.00 [nike running shoes] @ $1.25 negative keywords: -womans, -woman, -women, etc. womans nike running shoes = $1.50 CPC for profit +womans +nike +running +shoes @ $1.25 [womans nike running shoes] @ $1.50 Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

LINEAR CAMPAIGNS Visual CRO: Optimizing CTAs for Focused Conversions Download: www.webranking.com/presentation James Svoboda @Realicity

LINEAR CAMPAIGN STRUCTURE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

KEYWORDS -> AD -> LANDING PAGE Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

LINEAR AD GROUPS = HIGHER CTR & QS Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

MONITOR LOOSE KEYWORDS Repeat Searches will drain your budget over time. Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

WORST SCENARIO = 1 AD GROUP Ad Group Default Bid: @ $1.50 “shoes” “womens shoes” +running +shoes [running shoes] nike running shoes +womens +running +shoes [nike running shoes] +womans +nike +running +shoes [woman’s nike running shoes] Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda @Realicity

Linear Models that Lead to Successful PPC Campaigns THANK YOU! James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog download: www.webranking.com/presentation Creating Linear Models for Successful PPC Campaigns Download: www.webranking.com/presentation James Svoboda SearchFest – February 2014 @Realicity

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