maximize ppc campaigns
TRANSCRIPT
Pay Per Click Campaigns
What Does Maximize Mean to You?
Identify – What You Want to Maximize
Reach
Impact
Sales
Efficiency
Keywords / Budgets /
CPC / Impression Share
CTR / CPA
ROI / CPA
Clicks / CPC / CTR
Before You Start Maximizing Know Your Constraints & Objectives
Search Volume
Competitive Position, Preference & Environment
Budget, Time and Results
Let’s Get Maximizing
Maximizing For
Devices
Mobile is Changing the Landscape Quickly
Jan Feb Mar Apr May Jun Jul Aug Sep
Mobile CPC’s (Singapore) Mobile Tablet
Jan Feb Mar Apr May Jun Jul Aug Sep
Mobile CTR’s (Singapore) Mobile Tablet
PC, 60%
Mobile, 30% Tablet,
10%
Mindshare Benchmark Performance Data Q3, 2012
Evaluate the Opportunity Closely
On Their PCs
Price 30%
Service Center 17%
Review 16%
Used / Preowned
14%
Spare Parts 13%
Dealership 5%
Rent 5%
On Their Mobile Devices
Price 38%
Service Center 19%
Review 14%
Used / Preowned
12%
Spare Parts 8%
Dealership 6%
Rent 3%
Stuff you can do on Mobile Search
Mobile / Tablet Devices Best Practices
1 Separate Campaigns for Mobile, Tablets & PC
2 Have different keywords for Mobile & PC
3 Use Radius Targeting for US targeted campaign
4 Use all extensions applicable.
Maximizing
Languages
Languages Play a Key Role
English
76%
Malay 24%
Malaysia
English
66%
Thai 34%
Thailand
English
58%
Bahasa
42%
Indonesia
English
87%
Filipino
13%
Philippines
Mindshare Paid Search Campaigns, 2011 ~ 2012
Indonesia Malaysia Thailand Vietnam
English Local 2 Languages
Search Behavior Composition Cost Per Click
Maximizing
Opportunity
Maximizing for Opportunity
Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share
Brand [Broad] 2% 12% 26% 72.54%
Brand [Exact] 1% 5% 20% 100.00%
Competitor [Broad] 7% 15% 3% 22.31%
Generic [Broad] 74% 52% 37% 89.07%
Generic [Exact] 16% 16% 14% 92.03%
Is there an opportunity to
expand or are you already
maximizing the coverage.
Are your spends
aligned to the right set
of keywords
Maximizing for Opportunity
Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share
Brand [Broad] 2% 12% 26% 72.54%
Brand [Exact] 1% 5% 20% 100.00%
Competitor [Broad] 7% 15% 3% 22.31%
Generic [Broad] 74% 52% 37% 89.07%
Generic [Exact] 16% 16% 14% 92.03%
So If You Really Wanted to Maximize
Do You Really Need to Spend More?
The Tipping point; beyond this your campaigns will start
to cost you more than what you have anticipated.
Investing more in SoIS – Worth the Effort?
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Spend (SGD) CPC (SGD)
The reason why CPC’s goes up is because not always the
advertiser loses the search impression because of budget; but
also because of poor rank which is due to lower bids.
Do You Really Need to Spend More?
This the region your current campaign is performing.
This can be a stretched spends & expected performance which is less cohesive.
Thus, if you operate with higher budgets your CPA might be higher & more sporadic.
Using Advance Modeling to Find The Connection Sales Vs Daily Spend
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Sales
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ybar
Poly. (Sales)
Sale
s
Daily Spend
Relationship between Sales + Clicks
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Sales
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Linear (Sales)
Sale
s
Clicks
Relationship between CPC + Sales
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Sales
xBar
ybar
Linear (Sales)
Sale
s
CPC
Maximize
Control
Use Auction Insights to Your Power
Do you really need to out bid your competitors?
The Keyword Match Type
Keyword Max. CPC Clicks Impressions CTR Avg. CPC Avg. position
Broad Match Keyword $10.00 262 19,027 1.38% $7.11 3.02
Broad Match Modifier Keyword $12.60 472 15,990 2.95% $8.93 2.23
By using BMM keyword type, we are able to optimize the campaign CTR and
Avg Position with a marginally higher CPC.
The keywords run in parallel for 30 days before switching to only BMM Match type.
Do Not Overkill your Account with Too Many Ads 20 messages per ad group is a strict no no!
No 56%
Yes 44%
Converting Ads Spend
250
400
20 32
Before After
Clicks Conv
Do You Really Need Long Tail?
Words Searches CTR CPC
1
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Matured Markets SEA Markets
Markets like SG/MY/ID/TH/VN – are very different as compared to the markets
like US / UK / AU in terms of user behavior. Thus using Long Tail Keywords is not
always a good option in our region.
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Day of the Week Optimization
Hour of the Day
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Clicks Conv
One can Always
Argue – To keep
the campaign ON
or OFF
Emphasis is always on maximizing
of every dollar invested vs an always
open shop when no one is buying.
Some New Stuff we are testing
Dynamic Search Ads
Offer Extension Ads
Other Stuff we are using
Automated Rules Adwords Scripts
Page
Domination
In Summary
Reach
Impact
Sales
Efficiency
Keywords / Budgets /
CPC / Impression Share
CTR / CPA
ROI / CPA
Clicks / CPC / CTR
Happy Maximizing Your PPC Campaigns