how to revamp your mature, tired ppc accounts by susan waldes
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Breathing New Life Into A Tired Paid Search Campaign. PRESENTATION: How To Revamp Tired, Mature PPC Accounts - Given by Susan Waldes, @SuzyVirtual, SVP Client Services - Five Mill. #SMX #21BTRANSCRIPT
![Page 1: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/1.jpg)
How To Revamp Your Mature, Tired PPC
Accounts Susan Waldes, SVP Client Services at Five Mill
#SMX East NYC Oct 1st 2014
#SMX #21B @suzyvirtual
![Page 2: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/2.jpg)
A mature account can be a tired account
@suzyvirtual #SMX #21B A true story…
![Page 3: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/3.jpg)
Query Reports Tapped
@suzyvirtual #SMX #21B
![Page 4: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/4.jpg)
Ad Schedule Perfected
@suzyvirtual #SMX #21B
![Page 5: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/5.jpg)
Nothing to Talk About
@suzyvirtual #SMX #21B
![Page 6: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/6.jpg)
Reinvigorate by Exposing Hidden Data
@suzyvirtual #SMX #21B
![Page 7: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/7.jpg)
HHI Targets
@suzyvirtual #SMX #21B http://3qdigital.com/featured/household-income-targeting-adwords-yup/
![Page 8: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/8.jpg)
HHI Targets
Finding: CPL Varies by almost $30 from bottom to top HHI group. only ~1/2 of impressions are “known” Add bid modifiers on HHI groups
@suzyvirtual #SMX #21B
![Page 9: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/9.jpg)
HHI Targets
@suzyvirtual #SMX #21B
Further segmentation by device reveals more interesting insights
Use these findings to develop personas and targeting strategies
![Page 10: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/10.jpg)
HHI Targets
@suzyvirtual #SMX #21B
Test creative that highlights different value propositions for HHI groups
![Page 11: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/11.jpg)
RLSA Audiences
@suzyvirtual #SMX #21B
Layer “bid only” RLSA audiences onto your search campaigns
![Page 12: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/12.jpg)
RLSA Audiences
@suzyvirtual #SMX #21B
30 Day Previous visitors + converters compromise less than 1% of impressions 30% of previous visits and 50% of converted visits came back on brand
![Page 13: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/13.jpg)
RLSA Audiences
@suzyvirtual #SMX #21B
• Add bid modifiers (small impact) • Learned that converted visitors are a small but viable
GDN remarketing audience • Deprioritize (1% of impressions)
![Page 14: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/14.jpg)
Demographic Audiences
@suzyvirtual #SMX #21B
You need a rep to activate demographic audiences for search
Get a sense of demographics in GDN audiences
Click into a remarketing audience
![Page 15: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/15.jpg)
Demographic Audiences - Age
@suzyvirtual #SMX #21B
2/3rd unknown $28 delta between best and worst age range Best target is middle aged Use bid modifiers Landing page testing
![Page 16: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/16.jpg)
Demographic Audiences - Age
@suzyvirtual #SMX #21B
Isolating brand shows opportunity at better messaging and targeting for young audiences
![Page 17: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/17.jpg)
Demographic Audiences - Gender
@suzyvirtual #SMX #21B
Males have higher volume and better performance metrics Unknown performs relatively poorly – (consider bid modifier on unknown)
![Page 18: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/18.jpg)
Demographic Audiences
@suzyvirtual #SMX #21B
Create landing pages for gender and age behavior
![Page 19: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/19.jpg)
New Data - New Ideas - New Tests - New Things to Talk About
@suzyvirtual #SMX #21B
![Page 20: How To Revamp Your Mature, Tired PPC Accounts By Susan Waldes](https://reader033.vdocuments.net/reader033/viewer/2022051109/547e6a57b4795984508b4b2d/html5/thumbnails/20.jpg)
Thank You!!! Susan Waldes, SVP Client Services at FiveMill
Marketing
@suzyvirtual
www.linkedin.com/in/susanwaldes/