Silicon Valley Convention Center | Room F

John ThyfaultVice President, Search & Social Media

MarketingBeasley Direct Marketing, Inc.

Twitter: @JohnThyfault

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PPC Rescue Session#OMSummit-PPC-Rescue

Session Agenda• When does your PPC account need rescuing?• Steps to success

– Are you testing– Check your tracking and site– Real return on investment analysis– Selecting the right targets– Work your quality score– Keyword level success– The myth of #1– Work the match types– Using all the targeting options– Extending your reach 2

About Beasley Direct Marketing

Beasley Direct Marketing, Inc. provides copywriting, design, programming, and consulting services for the following direct marketing channels:• Search  (PPC  and  SEO)• Email  Crea3ve,  Design,  Deliverability  

Audits,  and  Broadcast• Direct  mail  (with  and  without  PURLs)• Landing  Page  Design  (with  and  without  

PURLs)• Mobile• Video• Social  • Website  Design

• Catalog/eCommerce• Brochure,  White  Paper,  and  Guide  copy  

and  design• List  Building  and  CRM  Database  

Management• Telemarke3ng• Transla3on  for  all  of  the  above• Execu3ve  Dashboard  Tracking,  Repor3ng,  

and  Lead  Assignment    

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• Does your PPC account need a rescue?–Your costs have gone up–Your sales have gone down–You have no idea why

Help!, Somebody Help Me!

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It’s Not As Bad As You Think!

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“First Things First, But Necessarily In That Order” Doctor Who

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First Things First

• Do you have conversion tracking set up?• Has anything changed in your conversion tracking system?

– Technology on site (Ajax, Flash, Frames)– Business rules and assumptions for tracking suite

• Are you tracking more than one conversion type?• Have you looked at non-conversion metrics?

– Time on site/page– Bounce rate– Exit rate

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First Things First

• How are you measuring success and has anything changed?– Cost per sale/lead– Return on ad spend

• Are you looking at gross or net returns – Profit margin targets– Cost of goods sold

• Have you changed anything on site that could affect your conversion rates?

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Always Be Testing

• Set aside budget and time for an organized testing program• Statistics are your friend

– Learn about them or use a pre packaged program• Test EVERYTHING

– Keywords• Match types• Bids• Positions

– Ads– Landing Pages– Conversion funnels 10

Selecting The Right Target

• Are you trying to sell snow to Eskimos?• Know your customer and segment them into buying cycle

stages, demo and psychographic categories–Split your campaigns and ad groups to reflect

• Different messages for different people• Tightly focused ad groups with limited keywords and ads

• Have you been paying attention to mobile/tablet results?– 40%+ of users are using multiple screens on a weekly

basis according to the Pew’s Internet & American Life Project

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Quality Score - Live It, Love It!• What is your account’s average quality score? Your

campaign’s, your ad group’s?• Of your top targeted keywords, what is the average quality

score– Anything below 5 should be sending up red flags

• Small changes in quality score can impact your CPC greatly

• Quality score is impacted most by CTR– Have you added any new ads or changed the landing

page for your ad groups– Do you have historically low performing ad groups?

• Do they generate an acceptable ROAS at the end of the day? 12

Keywords

• Are you measuring individual keyword performance as well as aggregate?

• Do you know your top performing keywords?• Have you run a keyword details report in AdWords?

– Understanding the actual queries instead of the KWs being bid upon

• Do you use negative keywords? If you aren’t, START NOW!

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Targeting The Top Position

• Do you excessively go for the #1 position on the page?• How’s that working for you?• Is your ego getting in the way of your pocketbook?

– Cost– Conversions at the top vs. the lower slots

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Match Types

• Broad match, modified broad match, phrase match, exact match– motorcycle boots vs motorcycle shoes vs cycle shoes vs

bike shoes– Men’s boots vs women’s boots

• Strict or expanded phrase and exact match–Google, started in May 2012, changed phrase and exact

keywords will begin to trigger ads on close variants:• Misspellings, singular/plural forms, stemmings, accents, abbreviations

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Match Types

• Expanded reach Examples–Misspelling

•Waterproof sunblock = waterpoof sunblock – Plural variations

• Buy bollard covers = buy bollard cover – Stemming Variations

• Single serve coffee maker = single serving coffee maker

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Targeting Options• There are more targeting options than just geographic• Understand your customer’s buying behaviors

–Do they research and buy during business hours, if so, which ones

–Geo-targeting–Target by platform

• Mobile, laptops, desktops, lightweight browsers–Content/Google Display Network Targeting–Remarketing - Google has made this much easier now

with one code for all lists

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Day Part & Week Part Targeting

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Day Part & Week Part Targeting

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Look At Your Dimension Repots

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Segment Your Data

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Segment Your DataUnderstand Where You’re Successful

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Geo-Targeting

• Identify your audience and where they search• Target the right sized area

–Sunrise, AZ vs. Phoenix Metro• Use keywords to geo target

–Phoenix motorcycle shops–Phoenix Cycle Gear–Tempe motorcycle gear

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Use AdWords Extensions

• Location Extension• Product Extension• Product Listing Ads• Phone Extension• Sitelinks Extension• Social Extension

– Google 1+’s• Seller Ratings

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Are You Playing In The Display/Remarketing Sandbox?

• Different success metrics for different marketing channels• The display network and remarketing can be a great source

of traffic and revenue but they are not same as the search networks– Interruption marketing vs engaged marketing– Different messaging for different approach

• Google defaults to launching new campaigns on both the search and display networks. THIS IS NOT GOOD

• Did you allow Google to pick your sites?– Do you have any exclusions set up?– Have you looked at your placement report?

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Remarketing Best Practices

• Don’t stalk your poor customer• Limit impressions and time frame• Think through the implications of an ad following your

customer around the internet• Action based remarketing

– Abandoned carts– “You may also like” targeting

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Final Notes

• Every click on every ad and keyword can give you actionable information on your desired audiences.

• Mine the data that you are getting to understand your users. • Look for new uses and audiences for your product

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Bonus Stuff

• Joe Kerschbaum, of Clix Marketing, has a great little spreadsheet to run a quick PPC audit– http://bit.ly/10minuteaudit 28

Final Notes

• Gather data, analyze, plan, action - REPEAT! • There is a wealth of information that will allow you to slice

your data to get the best results at the right cost. Use it but have a set approach to prevent data overload

• Google and Bing are constantly changing and trying to improve their systems. You must stay on top of them. Your competitors are.

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Optimize Your Landing Pages With This Guide • Optimize your landing pages

with this 10-page, hands-on guide offering tips on:–Design–Personalization–Offers–Usability

h"p://www.BeasleyDirect.com/LandingPagesGuide.html

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Learn How to Optimize Your Emails

Learn how to optimize your emails for delivery through spam filters and for consistency across email browsers in this handy guide. Learn how to:

–Get your email around spam filters–Make your email look consistent

across browsers–Optimize your design for blocked

images and preview pane

h"p://www.BeasleyDirect.com/Email_marke?ng/EmailAuditGuide.html

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New Guide on Multichannel Marketing

Hot off the press, this new guide offers tips on how to save money and optimize effectiveness

h"p://www.beasleydirect.com/mul?channel_marke?ng/mul?channelmarke?ngguide.html

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Thank You!!

John Thyfaulthttp://www.beasleydirect.com/search_marketing.html

jthyfault@beasleydirect.com650-323-1881@JohnThyfault

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