Post on 22-Nov-2014
description
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Top 5 PPC Fails & paid social Opportunities
Game of Thrones Edition
Ryan Campbell
Account Director, Add3@_ryancampbell
Pull
Push
Marketing
Pull Marketing
PPC
SEO
In 2014 companies plan to spend $55.7 billion on search ads or 46% of total internet advertising dollars.
Push Marketing
PR
Social Media
Affiliate
Display
Mobile
PPC AD COPY TESTING FAIL
“A Lannister always pays his debts” - Tyrion
Google Expects an average of 9% click through rate in the top 3 positions
Conclusion
Analysis
Observation
Experiment
Hypothesis
Question
Scientific Method
Identify what elements you are testing
Too many or too little ads per ad group
# of ads to run = # of clicks per month / 100
Ad Templates For Low Volume
Use Statistical Significance
Use Scripts or Tools to Measure Performance
Stage Tests & Document Learnings
PPC CAMPAIGN AND AD GROUP ARCHITECTURE FAIL
“Chaos isn't a pit, chaos is a ladder…” - petyr
On average advertisers see an overall lift of 40% in clicks to their website when bidding on branded keywords
Set up and optimize separate branded keywords campaigns
Budget Weighted Impression Share
Share Lost to BudgetShare Acquired
Cookies
Campaign: Peanut Butter
Cookies
Ad Group: Mrs. Fields
Cookies
Ad Group: Buy Peanut
Butter Cookies
Campaign: Oatmeal Cookies
Ad Group: Mrs. Fields
Cookies
Ad Group: Buy Oatmeal
Cookies
Organize campaigns and give campaign and ad group names that are simple
PPC AD EXTENSIONS FAIL
“My mind is my weapon. My brother has his sword, King Robert has his warhammer, and I have my mind…” - tyrion
Wordstream estimates that only 30% of advertisers are using ad extensions
Using ad extensions in your ads will uplift click through rate around 10%
PPC DEVICE STRATEGY FAIL
“Those are brave men knocking at our door. Lets go kill them.” - tyrion
Mobile searches increased by 200% year over year and are set to outpace desktop searches this year.
PPC REGULAR OPTIMIZATION FAIL
“People have been swinging at me for years and they always seem to miss.” - Jamie
Login and optimize your account at a minimum weekly
RETARGETING FAIL
“Everyone wants something, Alayne. And when you know what a man wants you know who he is, and how to move him.” - petyr
Segment your audiences
Test unique and different offers
325% increase in form fills
Test Different Frequency Caps and Cookie Durations
PAID SOCIAL MEDIA OPPORTUNITIES
“I will be your champion” – Prince Oberyn
Adults spend an average of 21 minutes a day on Facebook
Comparing 2013 to 2014 there is an estimated 42% increase in digital ad revenue share for Facebook.
Ecommerce Client• CPA is 60% below
search• 5x ROAS• FBX 22%
conversion rate
B2B Lead Gen Client
Conversion rate 29% higher than paid search
App promotion on Facebook
Ryan Campbell
Account Director, Add3@_ryancampbell
Top 5 PPC Fails & paid social Opportunities
Game of Thrones Edition