how top performer campaigns can radically change accounts...for better or worse
TRANSCRIPT
How Top Performer Campaigns Can
Radically Change Accounts…For
Better Or Worse
Lauren Rosner– Senior Production Specialist
at Hanapin Marketing
– PPC Hero Blogger– @lkrosner
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Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
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Or use the webinar question box to send us questions.
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Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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TopPerformer
Campaigns
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Account Structure
Campaign
● Ad groups segmented by match type
● Embedded negatives at ad group level
● Campaign-appropriate negatives
In Need of a Restructure?
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● Aggressiveness Scale
● Weighted Quality
Score against
Impression Share
● Geo analysis
How to build a Top Performer Campaign
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1.SQR2. Identify top queries3.Create SKAGS4.Add negatives
Let’s Break it Down!SQR
- Mine campaigns for well-performing queries
- This can include terms that are included in the account already as well as new terms
Identify Top Performers
- Identify what makes it a well-performing query
- What are your KPIs?
- What is volume like?
Create Skags
- Place your mined queries in their own campaign
- One exact match keyword per ad group
- Designate enough budget to these terms
Add Negatives
- Add exact match negatives to originating campaign
- Or if the top performing query already exists within the account, pause the original keyword
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When it works, it WORKS
180% Increase in
Conversions 12% Decrease in
CPA
13% Increase in CVR
13% Increase in ROAS
179% Increase in Total Conversion
Value
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Important!
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When It Fails
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Background Information• B2B• Steadily hitting Conversion and CPA Goals• Falling short of budget goals• Poor performance in display• Looking to expand performance in search
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Results
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What did I do?
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Steps to Keeping Your Sanity When it Fails
1. Double-check all settings2. Let it run if you can afford to let it run
3. Turn it off/revert changes4. Double-Check all settings
5. Analyze6. Try Again
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Key Takeaways
When It Works• Mine SQRs• Keep budget loose• Celebrate your
success
When It Fails• Give it time• Check settings• Revert changes• Monitor closely
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Always• Try new things• Expect the good,
be prepared for the bad
REMEMBER
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Hanapin (For accounts spending 15k+/month)
B. No Thanks!
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