andrew goodman bing ads connect toronto 2015 - slideshare
TRANSCRIPT
![Page 1: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/1.jpg)
Sculpt Your Way to PPC Success:Maximize ROI by eliminating waste
Bing Ads Connect TOOct. 27, 2015Andrew Goodman
![Page 2: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/2.jpg)
Marketing is everything?
![Page 3: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/3.jpg)
Stumped? Try “sculpting” to reveal high intent interactions
![Page 4: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/4.jpg)
7 ROI-Boosting Quick Wins
1) Getting keywords right: prioritizing match types2) Eliminate device waste3) Cut out geo-waste4) Kill bad ads (and understand why they’re bad)5) Suss out scary settings6) Anticipate seasonal lulls7) Let your campaign sleep at night? Leverage
dayparting
![Page 5: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/5.jpg)
1. Get keywords rightby prioritizing match types
![Page 6: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/6.jpg)
“Keyword dump,” or surgical precision?Build a better ad group
Prediction: this ad group is going to suck.
![Page 7: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/7.jpg)
Step 1: Define your main “entity”.In this ad group, simply build around that.
![Page 8: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/8.jpg)
Add some other match types.Also, add “buy words” & geo words.Memo: there is no perfect method!
![Page 9: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/9.jpg)
The power of match types
![Page 10: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/10.jpg)
Quick fix for a lame adgroup• A little elbow grease can make all the difference.• The original group had broad, poor keyword choices – paused or bid
down• Don’t dump tons of keywords in, but do add judiciously• Appropriate level of granularity• Use the keyword tools; pick and choose clearly-phrased queries• And does it reflect what’s for sale on the landing page?
![Page 11: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/11.jpg)
Get detailed info on actual search queries
![Page 12: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/12.jpg)
Search query report:A jumble of nonconverting queries, yikes.
Diagnose problem. Match types, negatives, mobile bid…?
![Page 13: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/13.jpg)
2. Eliminate device waste.Normalize KPI’s by device?
![Page 14: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/14.jpg)
Are some devices draining your budget?Run reports by device.
![Page 15: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/15.jpg)
Yes, Google’s interface is moreintuitive here. (Also useful to set
baseline assumptions for adjustments.)
![Page 16: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/16.jpg)
3. Cut out geo-waste
![Page 17: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/17.jpg)
Root out those geo-culprits
![Page 18: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/18.jpg)
Oh, no!Should we avoid these places?
![Page 19: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/19.jpg)
Whole province vs. major cities – conversion rates May 1 – Oct. 12, 2015[Canada average: 3.00%]
Province Metro 1 Metro 2 Metro 3 Metro 4
Ontario 3.09% Toronto 3.32% Ottawa 3.35%
Quebec 2.60% Mtl. 2.98% Quebec 2.18% Laval 2.18%
BC 2.77% Vcr. 2.90% West Van 2.62% North Van 3.95% Whistler 9.33%
NB 2.95% Fred’tn 3.89% Moncton 1.93% Saint John 3.80%
Manitoba 2.73% Wpg. 2.65%
![Page 20: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/20.jpg)
Geo-facts: Canada“Spending power of the creative class”?
Source: Statistics Canada, 2013• Looked at Median Total Income, by family type, by census
metropolitan area – couple families• Canada median family income, couple families: $84,080• In order of highest income: Ottawa-Gatineau, Calgary, Edmonton,
Regina, St. John’s, Saskatoon• Surprises include Greater Sudbury, Oshawa• In last place on list: Abbotsford-Mission, BC• Vancouver, Toronto likely quite polarized• Government & oil/commodities are major themes here for regional
economic prosperity – the latter now in flux!• Income doesn’t always correlate with e-commerce results, but quite
often does• Age, gender, family status, jobs, education, tastes, language matter
too• Most major metros on the list are above the average income
– Prosperity is in metro areas, not small town/rural
![Page 21: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/21.jpg)
4. Kill bad ads(if they are indeed bad)
(and understand why they’re bad)
![Page 22: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/22.jpg)
You win vs. the house wins:the ‘curved space’ issue
• Seek the rare genetic freak “double win”
![Page 23: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/23.jpg)
Keep it simple: look at conv. rate first
![Page 24: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/24.jpg)
Don’t be fooled: try a longer date rangeDouble win!!
![Page 25: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/25.jpg)
FACTORS INFLUENCING EXPECTED ROI on PPC
![Page 26: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/26.jpg)
5. Suss out scary settings
![Page 27: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/27.jpg)
Look inside the box!
![Page 28: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/28.jpg)
6. Anticipate seasonal lulls –What’s the best way to shift bid
stance “across the board”?
![Page 29: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/29.jpg)
Don’t chase seasonal changes:get out in front of them
![Page 30: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/30.jpg)
7. Always on, or sometimes off?
![Page 31: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/31.jpg)
Should you bid adjust for time of day?• Optmyzr time/day performance visualization: 52 wks.• Metric shown: Conv. rate
![Page 32: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/32.jpg)
Consider the perils of attributionvis-à-vis dayparting
![Page 33: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/33.jpg)
Did we win?
![Page 34: Andrew goodman bing ads connect toronto 2015 - slideshare](https://reader035.vdocuments.net/reader035/viewer/2022070601/58827d751a28ab24788b5d01/html5/thumbnails/34.jpg)
Thank you!