How To Create A Master PPC Management Plan

Joseph KerschbaumVice PresidentClix Marketing

New York | March 19–23

How to Create a Master PPC Management Plan

@joekerschbaum

New York | March 19–23, 2012 | #sesny

Tell Us About Yourself!

Introductions

Login toVivastream

@joekerschbaum


About Me

@joekerschbaum


About Me

4 SEM Agencies

6.5 Years

100s of Clients

1000s of Campaigns

????? of Keywords

1 Workshop

6 Books3 Dogs1 Cat

1 Wife1 Daughter

@joekerschbaum


About Me

@joekerschbaum


ImpressionsClicks

Click-through rateCost-per-click

Cost-per-thousand-impressionsAverage position

Conv. (1-per-click)Conv. (Many-per-click)

Cost-per-conversion (1-per-click)Cost-per-conversions (Many-per-click)

View-through conversionsConversion rate (1-per-click)

Conversion rate (Many-per-click)Impression share

Exact match impression shareImpression share lost (budget)

Impression share lost (rankings)Relative click-through rate

Phone impressionsPhone calls

Phone-through ratePhone cost

Call durationCall time

Average cost-per-callRevenue

Return on investmentProfit margin

Average order value

Profit marginAverage order value

Lifetime valueBounce rate

Pages-per-visitTime on site

% of new visits% of return visitsRevenue per click

Revenue per impressionValue per visitQuality score

Keyword quality scoreLanding page quality score

Landing page user experience

Why is this Workshop Important?

@joekerschbaum


Why is this Workshop Important?

@joekerschbaum


Ad text writingBidding strategy

Keyword research

Search query analysis

Negative keyword implementation

Landing page testing

Quality score

Site links

Product listing ads

Call extensionsImpression share analysis

Ad rotation

Ad delivery

Dynamic keyword insertion

Conversion optimizerTopic targeting

Interest category targeting

Remarketing strategiesEnhanced CPC

Google+1 utilizationMobile device targeting

Placement targeting

Product extensions

Persona targeting

Match type utilization

Landing page Quality Score

@joekerschbaum


Workshop Objectives

Create a Master Plan for…

Solid PPC Management Foundation

Effective Task Management & Prioritization

Concise Reporting & Clear Communication

Maintaining Motivation & Continuous Innovation

@joekerschbaum


Workshop Objectives

This master plan should help you…

Manage PPC accounts more proficiently

Get better results from your SEM efforts

Prioritize tasks more efficiently

Improve written & verbal communication

Make your life easier & happier!

@joekerschbaum


Workshop Agenda

Module 1Setting clear expectationsReporting/Communication scheduleRock-solid reliable trackingOptimization strategySetting goals

Module 2Task managementTactic prioritizationAccount structureScheduled maintenanceTrends & projections

Module 3Information accessibility Campaign automationClear communicationMeaningful reportsSuccessful meetings

Module 4Keep up with industry trendsStaying motivated Staying innovative Project management tools

@joekerschbaum


Workshop Rules of Engagement

PresentationDiscussion

Question & AnswerActionable Take-Aways

Worksheet

@joekerschbaum


6 online courses

@joekerschbaum


Paid Search Strategies

There are 8 modules covering:• Introduction to PPC

• PPC Basics• Implementing your Strategy

• Adwords Editor• Landing Page Design• Content Networks• PPC Optimization

• Post Launch Analysis

@joekerschbaum


Workshop Agenda

8am-8:20: Introduction8:20-8:55: Module 18:55-9am: COFFEE!9am-9:50am: Module 29:50am-10am: COFFEE!10am-10:50am: Module 310:50am:-11am: COFFEE!11am-11:40am: Module 411:40am-12pm: PPC Free-for-All!

@joekerschbaum


Module 1Building a PPC Foundation

Setting clear expectationsReporting/Communication scheduleRock-solid reliable trackingUtilizing reports in Google Analytics

@joekerschbaum


PPC Account Foundations

@joekerschbaum


Setting Proper Expectations

“What should our budget be?”

“How much do we need to spend?”

“Per month, what should we allocate for PPC?”

“What are your goals?”

“How many sales/leads do you need?”

“What is our current/target/acceptable CPA?”

Goal: 250 Leads

CPA: $100

Estimated Budget: $25,000

Set budgets & goals in “stone”

Cornerstone of all conversations

Fanatical focus on goals

@joekerschbaum


Setting Proper Expectations

Campaign Launch

Sustained Growth

Account Restructure

Continued Testing

Seasonal Fluctuations

Algorithmic Shifts

@joekerschbaum


Communication Schedule

Establish Frequency of Reporting

Establish Frequency of Meetings

Reporting• Regular Weekly Report

Meetings• Weekly Meeting for the First 6 Weeks• Determine Frequency Going Forward

Objective:Provide enough data for your boss/client to feel informed.

Avoid overloading your boss/client with too much data.

Spend as little time as possible on regular reports (time is better spent working on the account!).

@joekerschbaum


Rock Solid Tracking

@joekerschbaum


adCenterURL Tagging forGoogle Analytics

Auto-tagging forGoogle AdWords

@joekerschbaum


Rock Solid Tracking

@joekerschbaum


Rock Solid Tracking

@joekerschbaum


@joekerschbaum


Rock Solid Tracking

@joekerschbaum


Summary – Action Plan

Set Proper Expectations Get buy-in on goals and budgets Focus on goals always Create a regular reporting schedule Create a regular meeting schedule Establish rock-solid tracking Implement conversion goals in Google Analytics Review cross-channel reports in Google Analytics

@joekerschbaum


Coffee Break

@joekerschbaum


Module 2Task Management & Prioritization

Account structureCampaign naming conventionsScheduled maintenanceTrend analysisProjection analysisTactic prioritizationAdWords filters, reports & alerts

@joekerschbaum


Account StructureSegment by Channel• Search• Display

Segment by Device• Laptop/Desktop• Smart phone• Tablet PC

Segment by User Intention• Research• Purchase

Segment by Geography

Segment by Product

Easier reportingFaster optimizationEfficient sortingReadily Transferrable

Display – Additional Segmentation

Segment by Ad Type• Text, Image, Video

Segment by Targeting Method• Keyword, Placement, Remarketing,

Topic, Interest

@joekerschbaum


Account Structure – Naming ConventionsChannel – Product/Service – Bidding Strategy

ExamplesSearch – Agricultural Equipment – CPASearch – Web Meeting Software – CPC

Display – Sony Camcorders – CPA

Channel – Campaign Theme – GeographicExamples

Search – Anxiety Disorders – USDisplay – Women/Publications/Blogs – Europe

Channel – Device – ProductExamples

Search – iPad – Agricultural EquipmentSearch – Computers – Agricultural Equipment

Search – Mobile – Hair Loss Supplements

Easier reportingFaster optimization

Efficient sortingReadily Transferrable

@joekerschbaum


Regular Maintenance

Weekly TasksBi-Weekly TasksMonthly Tasks

Weekly TasksReview bids & ad rankingsReview placement performanceReview search query performance

Bi-Weekly TasksReview ad split testsReview landing page tests

Monthly TasksReview geographic performanceReview campaign settingsReview campaign structureReview new ideas for expansion

@joekerschbaum


Projected Trend Analysis

Projected Stats

(Previous 7 Days / 7)*Days Left in the Month))+Month to Date

Normalized Stats

(Previous 7 Days / 7)*Total Days in the Month

@joekerschbaum


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Conversions

Conversions

TrendingAnalysis

Analysis Prioritization

@joekerschbaum


Top-Down Analysis

Campaign

Network

Ad

group

Ad text

Keyword

Site

Tactic Prioritization

@joekerschbaum


High CPA

Low CPA

ExtremeHighs & Lows


@joekerschbaum



@joekerschbaum



@joekerschbaum



@joekerschbaum


Information Accessibility

AdWordsFilters

@joekerschbaum


AdWordsFilters


@joekerschbaum


AutomatedReports


@joekerschbaum


CustomAlerts


@joekerschbaum



Optimize your account structure for faster, easier management Implement standard campaign naming conventions Establish regular campaign maintenance tasks Review trend analysis reports using stat averages Create projection formulas to gauge performance Run top-down analysis within campaigns Utilize automated reports, filters & custom alerts

@joekerschbaum


Coffee Break

@joekerschbaum


Module 3Reporting & Communication

Task managementCampaign automationAutomation lifecycleClear communicationMeaningful reportsSuccessful meetings

@joekerschbaum


Master Task List Management

One LocationEver-PresentNew Day =

New List

@joekerschbaum


Last ThingOr First Thing

Be SpecificTop 6More-or-Break 3

Mission CriticalClient Focused

Results FocusedEffects Other People

Hard Deadline / Promised


@joekerschbaum


Delegation –Can Anyone Else Do

this?

Get the Ugly One Done(or most important)3 Days = Bad

Important/UrgentVs.

Important/Non-UrgentVs.

Not Important/Non-Urgent


@joekerschbaum


Work in ChunksWork @ Your Best Times

Rinse & Repeat


@joekerschbaum


Optimization Automation

BidOptimization

Tips for CPA BiddingStabilized campaignsHigh volume capaignsNot an optimization technique Volume limitationNo ad scheduling bid modifications

@joekerschbaum


Optimization Automation

AutomatedRules

@joekerschbaum


Automation Lifecycle

Campaign LaunchOngoing Optimization

@joekerschbaum


Automation Lifecycle

Avg Postion CPC/Quality Score CTR/CPA

@joekerschbaum


Clear Communication

Assume They Know Nothing about PPCEstablish Definitions of PPC Jargon

They Don’t Know the Account Like You DoFocus on Mission Critical Stats

Give Stats CONTEXTProvide Next Steps for Campaign

Answer Questions “I don’t know” is an Acceptable Answer…

Followed up with, “I’ll find out.”

@joekerschbaum


Clear Communication – Stat Focus

ImpressionsClicks

Click-through rateCost-per-click

Cost-per-thousand-impressionsAverage position

Conv. (1-per-click)Conv. (Many-per-click)

Cost-per-conversion (1-per-click)Cost-per-conversions (Many-per-click)

View-through conversionsConversion rate (1-per-click)

Conversion rate (Many-per-click)Impression share

Exact match impression shareImpression share lost (budget)

Impression share lost (rankings)Relative click-through rate

Phone impressionsPhone calls

Phone-through ratePhone cost

Call durationCall time

Average cost-per-callRevenue

Return on investmentProfit margin

Average order value

Profit marginAverage order value

Lifetime valueBounce rate

Pages-per-visitTime on site

% of new visits% of return visitsRevenue per click

Revenue per impressionValue per visitQuality score

Keyword quality scoreLanding page quality score

Landing page user experience

@joekerschbaum


Clear Communication – Writing SummariesFocus on 3 most important stats

Provide context of important stats

List of tactics implemented in

previous month & upcoming tasks

@joekerschbaum


Tactics for Crazy Productive Meetings

1. Invite the Right People2. Start on Time, End on Time3. Determine Your Objectives 4. Pull all Statistics in Advance5. Provide Stats & Analysis6. Create an Agenda7. Prioritize Topics8. Communicate Clearly 9. Ask for Feedback10.Review Takeaway Tasks11.Keep it Short11.5 Utilize Repetition

@joekerschbaum



Create your own task prioritization plan Utilize campaign automation to save time Improve communication with

supervisors/clients Provide the meaningful reports and summaries Establish your own successful meeting plan

@joekerschbaum


Coffee Break

@joekerschbaum


Module 4Motivation & Innovation

Keep up with industry trendsStaying motivated & innovativeTeam teaching & learningProject management tool review

@joekerschbaum


Stay Informed – Keeping Up with Trends

@joekerschbaum


Stay Informed – Keeping Up with Trends

@joekerschbaum


Stay Motived – Continuous Innovation

Reading/Learning from Articles

Article Sharing

Active Reading (Tactic focused)

Group Discussion of Articles

Learning from Team Members

Switch/Review Each Other’s Accounts (Audits)

Group Presentations (Your own in-house SES!)

Declare “Office Expert” (Go-to People)

Motivation

Set Goals – Give Awards

Take Field Trips for Inspiration

Go to Conferences (local, regional, national)

@joekerschbaum


Stay Organized

@joekerschbaum


@joekerschbaum


@joekerschbaum


Project Management Software FeaturesAchieve visibility for all projects/accounts

Manage task lists

Maintain ongoing communication

Record campaign adjustments

Retain account strategy

Make You More Efficient

Make Your Life Easier

Make Account Optimization Faster

Make Communication Clear (& on record)

@joekerschbaum



Actively read blogs for continued innovation Build your own SEM library Make learning fun & interactive Learn from your team members Exchange accounts for auditing Establish a project management system that makes life better

@joekerschbaum


Workshop Objectives

Create a Master Plan for…

Solid PPC Management Foundation

Effective Task Management & Prioritization

Concise Reporting & Clear Communication

Maintaining Motivation & Continuous Innovation

@joekerschbaum


PPCFree-for-All!

@joekerschbaum


Paid Search Strategies

There are 8 modules covering:• Introduction to PPC

• PPC Basics• Implementing your Strategy

• Adwords Editor• Landing Page Design• Content Networks• PPC Optimization

• Post Launch Analysis

@joekerschbaum


THANK YOU!

Date post:	18-May-2015
Category:	Technology
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How To Create A Master PPC Management Plan

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