what $1 million has taught us about enhanced campaigns - jeff allen at smx advanced

WHAT $1 MILLION HAS TAUGHT US ABOUT

ENHANCED CAMPAIGNS

@JeffAllenUTJeff.Allen@hanapinmarketing.com

LOOKING AT EC’S ATTHE MACRO LEVEL

RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).

MOBILE IMPRESSIONS UP 9% & CLICKS UP 45%.

TABLET IMPRESSIONS

CLICKS UP 45%.

UP 48%

COMPUTER IMPRESSIONS UP 5% & CLICKS DOWN 13%.

BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS

PRE

MOBILE: 10.2% TABLET: 10.2%

BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS

PREPOST

MOBILE: 10.2% 16.8%TABLET: 10.2% 11.6%

WHAT DOES THAT MEAN FOR COMPUTER SPEND?

PRE: 79%

POST:71.6%

COMPUTER: +12%MOBILE: +40%TABLET: +13%

CPA UP ACROSS ALL DEVICES

“ENHANCED CAMPAIGNS ARE

BULL$#^%” – MATT VAN WAGNER

LOOKING AT EC’S AT

THE MICRO LEVEL

IDEAL ACCOUNT FOR EC:

• LOCATION SPECIFIC• MOBILE OPTIMIZED

• DAY PARTING

60 miles-5% adjust.

40 miles0% adjust.

20 miles+20% adjust.

Campus location

MOBILE BID MULTIPLIER -30%. BASED ON AVERAGE MOBILE TO DESKTOP CPA VARIANCE.

BUDGET ALLOCATION

PREPOSTCOMPUTER: 81% 74%MOBILE: 9% 16%

CPA MOBILE UP 25%, COMPUTER AND TABLET REMAINED NEARLY IDENTICAL.

No extra

leads in

target radius

9% INCREASE IN CPA

NO CHANGE IN

VOLUME OF LEADS

STRIKE THATREVERSE IT

28%A

FTERDELETING ALL

BID MODIFIERS

CPA DROPS

PROBLEMS:

• BUDGET ALLOCATION

• GARBAGE TRAFFIC

• HARDER TO SEE ISSUES

SOLUTIONS:

• MORE CAMPAIGNS

• MORE AD GROUPS

• …AND (hopefully) SOMEDAY SCRIPTS

INCREASE SEGMENTATION BEFORE USING MULTIPLERS

COMPUTER CPA SPIKED DUE TO CHANGES IN AVERAGE POSITION

avg. pos. change in impressions

1-1.5 +39%1.5-2 +19%2-2.5 -6%…3.5-4 -29%4-4.5 -32%

*Excludes Brand Terms

CAMPAIGN FARM SYSTEM

TIERED CAMPAIGNS

TYPELOCATION MULTIPLIER

MAJORS NONE(NEAR CPA GOAL)

FARMONLY DOWN(< -20% OF CPA GOAL)

PREPONLY UP(> -20% OF CPA GOAL)

All MOBILE IMPRESSIONS(avg. pos. = change in impressions)

1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%

*Excludes Brand Terms

MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL(avg. pos. = change in impressions)

1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%

*Excludes Brand Terms

IDEALLY, AD GROUPS WOULD HAVE ONE KEYWORD PER AD GROUP. KEYWORD LEVEL MULTIPLIERS WOULD RENDER THIS OBSOLETE.

TIERED AD GROUPS

TYPEDEVICE MULTIPLIER

MAJORS NONE(NEAR DESKTOP CPA)

FARMONLY DOWN(< -20% OF DESKTOP CPA)

PREP -100%(> -20% OF DESKTOP CPA)

USE BID MODIFIERS

SPARINGLY.CPA will spike if you use on high position keywords.

TIER CAMPAIGNS& ad groups based on performance.

More relevance, better results

Jeff AllenHanapin Marketing@JeffAllenUT

ENHANCED CAMPAIGNS#NAILEDIT