finding spend bleed

Finding Spend Bleed

@_SEANDOLAN | #StateofSearch

by: Sean Dolan | State of Search, 2016

Spend BleedWe regularly find up to 60% of spend

being wasted in new accounts.


Where We Find ItDayparting

Location-targeting

Site speed issues

Search term report


Dayparting


DaypartingEvaluating time of day performance

52-week lookback window:

Optmyzr.com


Day PartingEvaluating time of day performance

Optmyzr.com


Day PartingEvaluating time of day performance

Invert trend for bid modification.

Optmyzr.com


Location Targeting


Location TargetingSort Geography by CPA

Eliminate Bad Locations


Location TargetingGeographic Dimensions


Location TargetingRegion Conversions Cost/Conversion

England 16 $56.12Hawaii 26 $24.36North Dakota 148 $12.73Vermont 77 $12.72Alaska 29 $11.19Idaho 363 $9Minnesota 776 $8.81South Dakota 251 $8.8


Site Speed


Site Speed

Every second of load time, another 6% will bounce. At 4 seconds, almost 25% have already bounced.$10,000 revenue-per-day ecommerce site loses 220k each year for EVERY SECOND of load time.

Estimated 113 Billion U.S. local search queries in 2016, versus 86 Billion on desktop.


Site SpeedSite speed tools: Google Page Speed Insights, Gtmetrix, Pingdom, Web Page Test. Perception of speed is more important than objective speed.


The Illusion Of Time

Site SpeedLocksmith takes longer, gets better tip.

Blogger.com creates fake progress bar.

Coinstar fakes delay in coin counting.

Airlines increase distance to baggage.


Site Speed

.

Webpagetest.org


Search Term Report


Search Term ReportConsider the obvious.

Filter search query report to mine for negative keywords.Automate the mining process with our free script.


jobs, free, cheap, nude, torrent, ebay, craigslist, ideas, pictures, how to

Search Term ReportConsider the obvious


Search Term ReportSearch Term Filters



Clicks >= 50

Cost/conv > 250

Sort by cost/conv



Clicks >= 10

Conversions < 1

Sort by cost


Search Term ReportNegative Opportunity Tool


Download for free atPushFire.com/sos16

What Is An N-Gram?

In the fields of computational linguistics and probability, an n-gram is a contiguous sequence of n items from a given sequence of text or speech. The items can be

phonemes, syllables, letters, words or base pairs according to the application. The n-grams typically are collected from a text or speech corpus.


What does it do? Keyword Clicks Convsblue 20 3shoe 3 0pictures 3 0buy 4 2shoes 16 3free 7 0

Keyword Clicks ConvsBlue shoe pictures 3 0Buy blue shoes 4 2Free blue shoes 7 0Blue shoes 5 1



Sorted by CPA (1st Tab) – Home Investor



Sorted by CPA (1st Tab) - 3D Design



Sorted by Cost (2nd Tab) – 3D Design



Sorted by CPA (1st Tab) – Home Services



Sorted By Cost (2nd Tab) – Home Services



Raw Data Search (3rd Tab)– Home Services


Can Display > Search?

Promoting Events With Contest

Promoting Events

Pick A Winner

Pick A Winner

.58 CPC.53 CPC .77 CPC 1.18 CPC

How To Find Me

Sean DolanPresidentPushFire, Inc. Linkedin: linkedin.com/in/seanmdolanTwitter: _seandolanFree PPC Script: Pushfire.com/sos16


Sources• Mobile worthiness, 101 billion U.S. searches:

http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp• How load time affects you: https://blog.kissmetrics.com/loading-time/• Coinstar & Blogger perception of timing:

http://www.90percentofeverything.com/2010/12/16/adding-delays-to-increase-perceived-value-does-it-work/• http://blog.teamtreehouse.com/perceived-performance• The Truth About Download Time: https://articles.uie.com/download_time/

http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp

http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp

https://blog.kissmetrics.com/loading-time/

https://blog.kissmetrics.com/loading-time/

http://www.90percentofeverything.com/2010/12/16/adding-delays-to-increase-perceived-value-does-it-work/

http://www.90percentofeverything.com/2010/12/16/adding-delays-to-increase-perceived-value-does-it-work/

http://blog.teamtreehouse.com/perceived-performance

http://blog.teamtreehouse.com/perceived-performance

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