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How to Recover from the Holidays Faster Than Your Competition

HOSTED BY: 8 PPC Tactics Not (Yet!) On Your Radar

HOSTED BY:

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Presenters

• Roopa Carpenter– Account Manager at Hanapin Marketing

– @RoopaCarpenter

• Rachael Law– Account Manager at Hanapin Marketing

– Blogger at PPC Hero

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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PPC Tactic #1

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#1: Watch out for those Mobile Apps:

• Are your display ads showing up on mobile apps?

• Here’s how you find out:• Display Network > Placements• Filter for Placements containing

mobile

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Why do we care?

• Each individual placement on a mobile app may not be costly

• However, if you calculate total cost for placements on all mobile apps, you may find that your throwing away a lot of cash.

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It’s Not Always About the Money

• CTR can suffer– Having additional impressions showing on mobile

apps affect overall CTR for Display campaigns• Conversion Rate and CPA – Getting clicks but receiving little or no conversions;

this will adversely affect conversion rate and CPA.

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How Do I Stop the Mobile Madness?

• Exclude mobile apps as a placement• Placement tab > add Campaign/Ad Group

exclusion

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PPC Tactic #2

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#2: Details On Your Display Placements

• I’m sure you are already auditing your display placements on a regular basis (..right?!) but you may not realize that you can exclude specific URLs on each domain

• If you have a placement that is bringing in conversions, but at a high CPA, it might be worth looking at the details

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#2: Details On Your Display Placements

• Select the problem placement and click See Details > Selected

• From here you can see pages within that domain that have performed poorly, so you can exclude them

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Why does this matter?

• It’s a simple yet widely overlooked trick that can help you spend your money more efficiently. You can cut specific placements without losing conversions to bring down CPA.

• Or, find placements that work really well!

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Maintain Relevancy

• Say you’re selling gourmet dog treats, and your ads are showing up on petfoodworld.com. You would think that’s great, right? But you’re actually spending a lot of money on petfoodworld.com/cat-lovers. Not exactly so relevant, is it? Exclude it!

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PPC Tactic #3

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#3: Target the Right Audience

• Do you know who you are advertising to in your Search campaigns?

• If people have already converted, do you still want to continue advertising to them?

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Why wouldn’t we want to do that?• Matters more to lead gen businesses where the

value is in the first conversion• Do you want to show your ads & waste

impressions on people who have already converted?– Think CTR

• Do you want people who have converted to click on your ad if there is no value in them converting again?– Think wasted spend

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Solution: Say Bye Bye to Converters

• Create an audience of converters– Shared Library >

Audiences– If you haven’t done so

already, add the remarketing tag to all pages of your site.

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Create an Audience of Converters

• After the tag is implemented, create a new remarketing list

• Let the list populate

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Exclude Converters from Search• In your Search campaign(s), click on Audience

tab• Scroll down to “Campaign audience

exclusions” and create new exclusion• Then from your remarketing list, select the list

that contains your converters.• Voila! Now your ads will only show to users

who have not converted.

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PPC Tactic #4

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#4: Frequency Capping

• Are users getting annoyed by seeing your display ads constantly?

• Find out by pulling a reach and frequency report from the Dimensions tab– Select Reach and frequency - Day

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How To Use The Data

• Once you download the data into Excel, you can create a pivot table (because who doesn’t love a good pivot table?!)

• In this example, when a user only sees the ad between 1 and 3 times a day, they are much more likely to convert

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Why Do We Care?

• By setting a frequency cap for your display campaigns, CTR and Conversion Rate increase

• You also save budget by not wasting any spend on clicks that are less likely to convert

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PPC Tactic #5

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#5: Want a Mobile Campaign?

• In the good ol’ days of PPC, you were able to bid solely on mobile, without having to opt into desktop. Well, those days are gone… or are they?

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Create a Mobile Campaign…sort of

• There’s still no way to bid on mobile only, but there may be a workaround.

• Solution: Create a duplicate search campaign.– Caveat: This will not work if the original campaign

is limited by budget (you’ll see why later)

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Duplicate as Your Mobile Campaign

• Once you set up your duplicate campaign, you reduce your desktop bids much lower than the max cpc bids in the original campaign.

• Then put a mobile bid modifier in place (preferably between +100% to 300%) in the duplicate campaign– Make sure to put a -100% bid modifier in the

original campaign

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An Example:

• In the original campaign, the keyword “money” has a max cpc bid of $.60, in the duplicate campaign the desktop bid for this keyword will be set to $.15.– Therefore, if a user on desktop searches for

“money” the original campaign will win out.– Remember that caveat: This only works if the

original campaign is not limited by budget & therefore is able to win out over the duplicate campaign.

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Example continued

• The mobile bid modifier in the duplicate campaign will be set to 300% times the new CPC (of $.15), so it will be $.60.

• If a mobile user then searches for “money” the original campaign will not compete because it’s not showing for mobile (remember the -100%).– The duplicate will then be able to show for mobile

users.

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It’s Not Exactly the Good Ol’ Days, But It’ll Do

• Although not ideal, this presents a way for you to control budgets and mobile bids ”separately” from desktop and tablets.

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PPC Tactic #6

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#6: Search Partner Network

• Google’s Search Partner Network is often a setting that is easily ignored, but performance can vary greatly between Google Search and the SPN

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Are you wasting your money?

• From the example above, we notice 2 things:• Holy cow! We spent $761 on the search

partner network, with 0 conversions!• The average position is often times much

lower on the SPN, skewing your overall average position

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What can you do about it?

• If you find that SPN performs well…– Unfortunately Google doesn’t allow you to target

the SPN separately from Google Search • If you find that SPN performs poorly…– Opt out!

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Average Position & SPN

• If average position on the Google search results page is something that you or your client feel strongly about or greatly affects performance, you can do bid changes using only the Google search avg. position, or cross referencing the two.

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PPC Tactic #7

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#7: % of Non-Converting Costs (NCC %)

• NCC % origin:– Difficulty in applying the Lin/Rodnitzky Ratio (aka

Aggressiveness Ratio) across various accounts

– Aggressiveness Ratio: How much more are you spending on research or discovery keywords than your core converting keywords.

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Aggressiveness Ratio Calculation

• How to Calculate the Aggressiveness Ratio

1. Pull a Search Query Report for the past 30 days (or any date range you prefer)

2. Filter the report for search queries that have converted at least once

3. = CPA of total search queries/CPA of search queries that have converted

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Aggressiveness Ratio Scale

• Scale:– Score of 1: Account is too conservative & needs

keyword expansion– Score of 2: Right balance between converting &

non-converting keywords– Score of 3 or more: Account is too aggressive &

needs to cut back on non-converting keywords

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Not All Accounts are the Same

• The Problem:– The Aggressiveness Ratio doesn’t account for

specific intangibles like goals or performance– Assumption that if there are performance issues,

then these are related to the excess keywords.– Provides more of an abstract way of looking at

your account rather than having specific numbers that you can use on a regular basis.

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Back to NCC%

• Rather than looking at numbers on a scale, lets calculate the actual % of non-converting spend.

• NCC %= Cost of non-converting keywords/ Total Search Cost *100

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NCC% is an Easy Calculation

• How to Calculate NCC% in the AdWords Interface:

• So NCC% = 195.81/295.55 *100 = 66.25%

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It’s All About the Context

• When you have your NCC% in hand, you can then turn to see if this has a positive or negative effect on your account based on your account specific KPIs.

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Some Examples: Client A

• Client A is an ecommerce client that has ROAS goals.• The above graph measures NCC v. ROAS over a 14 week period.• There appears to be a clear relationship between NCC% & ROAS.• Someone managing this account can see that when NCC is 86% or greater, it tends

to fall short of ROAS goals.

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Client B: Ecommerce with ROAS goals

1 2 3 4 5 6 7 8 9 10 11 120%

100%

200%

300%

400%

500%

600%

700%

0%

10%

20%

30%

40%

50%

60%

70%

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ROAS% of NCC

• NCC is measured against ROAS over a 12 month period• Unlike Client A, this relationship defies our expectation that efficient spend leads to increased return• The Aggressiveness Ratio for this account was around 4, suggesting that keywords

should be cut. • However, putting in it context like the NCC does, you can see that this may not be

the best approach.

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Client C: Lead Gen. with CPL Goals

1 2 3 4 5 6 7 8 9 10 11 12$0.00

$500.00

$1,000.00

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$2,000.00

$2,500.00

$3,000.00

0%

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CPL%NCC

• So here NCC is measured against CPL over a 12 month period• There appears to be no tangible relationship between NCC and the CPL goal• This example reflect a mixture of an inverse and direct relationship, which

highlights the volatile performance of this account.• Again, it’s all about providing context!

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Live Poll Question #3

#3 – Which area of your account do you think needs more attention?#thinkppc

a) Display (placements, etc...)b) Search (search partner network, bids, audiences, etc…)c) Keyword level optimizations (keywords, search queries, etc…)d) Mobile Devices

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PPC Tactic #8

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#8: Search Term Cross Pollution

• What is it?– This happens when a

particular search query is triggered by more than one keyword across multiple ad groups / campaigns

• It’s a good way to see how organized your account is

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How do I know?

• Excel, of course!• First, pull a Search Query Report with the

Keyword column enabled• Once you download the information in Excel,

create a pivot table with the search term as the row label & count of keywords as the values

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Let’s see an example:

• In the example above, this particular search term is matching up with 24 keywords across 6 campaigns!

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Why Does It Matter?

• If you don’t have control over how your traffic is being funneled in your account, you lose the ability to show super relevant ad copy to your audience.

• You are also better able to control CPA/volume when pausing keywords. Currently, pausing a keyword likely just funnels search queries to another keyword

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How do I fix it?

• Use embedded negatives.– This strategy works best when match types are

separated into their own ad groups or campaigns.– Negative phrase Broad – Negative exact Phrase

• Good negative strategy in general– Create negative keyword lists for all ad groups.

Apply them as negatives to other ad groups.

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There you have it!

• Mobile Apps• Display Placement Details• Excluding Converters• Frequency Capping• Mobile Campaigns (sort of)• Search Partner Network• NCC / Aggressiveness Ratio• Search Term Cross Pollution

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Need Help?

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

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