Date post: | 22-Nov-2014 |
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Marketing |
Upload: | maria-corcoran |
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Hard Core PPC Tactics
Presented by: Maria Corcoran
Hard Core PPC Tactics
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67Accounts
42Countries
200,000Ads
20+Languages
540,000Keywords
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Are you hard core?
Are you where your clients are and serving them the most relevant experience possible?
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How to stand out in the crowd?Take advantage of all of the tools at your exposure
Ad extensions Additional avenues of exposure
Messaging consistent and on point
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Think you don’t need Ad Extensions?
Ad extensions are part of ranking algorithm! Bid + (expected CTR + LP + Ad + Extensions) =
Ad rankExample: extended headers 8 % increase in CTR Example: extended headers + Site Links + Call out extensions 13% increase in CTR
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Site Links and Call Out Extensions
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Additional Avenues of ExposureGmail Sponsored Promotions
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Video Annotations
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Why RLSAs?
Adobe Creative CloudReinvented tools for a moreIntuitive, connected way of creating.www.adobe.com/CreativeCloud
Creative Cloud & StudentsStudents save 50% when you prepay.$299/yr - Limited time offer.www.adobe.com/Student+Teacher
Creative Cloud for SMBsSpecial Promo: $39.99/mo 2 yr. lockin price. Hurry! Limited time offerwww.adobe.com/CreativeCloudforSMBs
Adobe Creative CloudGet Photoshop plus all creativetools. 40% off – act now!www.adobe.com/CreativeCloud
Student
Business
Trialist
Key Benefits No tag implementation on page integrated with
Adobe Analytics Full alignment with Display segments for remarketing End-to-end customer experience on the web Adobe Audience Manager (AAM) as rule builder
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Creative Cloud RLSA Configuration - tagging
Requires Google remarketing pixel on every page on site Audiences built in silo (display, email, site, etc) Requires unique pixel for each audience segment Adobe Audience Manager (AAM) as rule builder
Business segment (AAM)
Trait 1 Trait 2 Trait 3
Google tag Other
network tag Other
network tag
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On Point & Consistent Messaging
Personalization
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Search Monetization
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Big brother / Google
Encrypted Search Forced use of “close variants”
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Keyword Funneling
Account
Exact Campaigns
Phrase Campaigns
Modified Broad Campaigns
Broad Campaigns
Exact Keywords: Regular & Relevant Exact Close Variants
Phrase Keywords: Regular & Relevant Exact Close Variants
Modified Broad Keywords
Broad Keywords
Exclude Irrelevant Exact Close Variants
Negative Exact
Exclude Irrelevant Phrase Close Variants
Negative Phrase
Negative Phrase
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Keyword Funneling
Account structure and unique keyword research are extremely important
Reliance on Exact Match
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Optimization Workflow
Optimal Decisions (bids, budgets, ads targeting)
Publishers (e.g., search engines) Tracking cookies Advertisers 3rd party ……
Data collection
Impressions Positions Click Through Rate (CTR) Clicks Cost Per Click (CPC) Conversion Rate Revenue Per Click
Predictive models
Optimizer
Optimization engine
Constraints: budget, min bid, max bid, and etc.
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Traditional Metrics
Lead form submission
Trials/product downloads
Revenue Cost Of Goods Sold
Revenue per Impression
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Metrics Blend
Total time spent on the site over multiple visits
BouncesTotal page views across multiple
visits
Page views in the first visit
Time spent on the site in the
first visit
Portfolio A Portfolio B
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Better RPC and ROI: Adobe on Adobe
RPC ROI
+66.6%
+70.4%
Pre
Post
19.5%
5.7%
RPC ROI
Pre
Post
* * Daily spends are controlled in the analysis. Performance changes may also be partially attributed to other uncontrolled factors, such as seasonality, trending, special event (e.g., promotion, new product announcement), portfolio composition changes, and etc.** Effects of seasonality and other factors are partially adjusted through performances of similar portfolios in the same periods
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Traditional MetricsTargeting beyond Keywords
Intent + device + location + audience/demo
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Traditional MetricsAudiences NOT Keywords
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Targeting Network Distribution Match Type Distribution Device Targeting
Budgets Account Budgets Campaign Budgets Keyword Bid Strategy Pacing
Content Structure Ad Extensions Ads LPs
Paid Search Levers Auditing
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Lever Heartbeat Metric Standards Value
Structure Keywords/Ad Group <10
Structure Sitelinks/Campaign >4
Structure Negative Keywords/Campaign
>5
LP Relevancy # of unique LP Experience
>3
Ad Rotation Ads/Ad Group >3
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