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Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from Foundational to Flexible
Presented by: James Svoboda @realicity
SearchFest: #FAIL Free PPC
Download: www.webranking.com/presentation
DEVELOPING A FOUNDATIONAL BID
STRATEGYHow much you bid for PPC traffic should be based on what you can reasonably afford to spend, based on what you reasonably expect to make.
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
WHAT CAN YOU SPEND PER CONVERSION?
Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
PRIMARY CONVERSIONS: SALES, LEADS & CALLS
Credit: U.S. Census Bureau, Ashley Porter, The Simpsons
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
EXPECTED CONVERSION RATES VARY
Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report
EXPECTATED COST-PER-CONVERSION
Average CPC / Expected Conversion Rate = Expected Cost Per Conversion
example:
$1.00 CPC / 5% ECR = $20 Conversions
If Target Spend/Cost Per Conversion = $20, then you can bid up to $1.00 Per-Click
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
MEASURE SECONDARY CONVERSIONS
Credit: mnsearch.org, Long Path Tool
KEYWORD MATCHING,ACCOUNT STRUCTURE
& BID LEVELS
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
Those aren't the Keywords you're bidding on…
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
EXACT MATCH: [running shoes]
• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• No extra words in the query
running shoes = running shoes
nike running shoes = nike running shoes
womans nike running shoes = womans nike running shoes
woman’s nike running shoes = woman’s nike running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
PHRASE MATCH: “running shoes”
• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• + extra words in the query
running shoes = running shoes
running shoes = nike running shoes
running shoes = womans nike running shoes
running shoes = woman’s nike running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
BROAD MATCH: running shoes
• Needs only loosely Match 1 Word in Keyword• Any plural or singular matching• Any word order• Any punctuation• Any misspellings or alternatives• + extra words in the query
running shoes = nike shoe
nike running shoes = nike horse shoes
womans nike running shoes = shoes
woman’s nike running shoes = mens sneakers
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
MODIFIED BROAD: +running +shoes
• Needs to Match All Anchored Words in Keyword• Any plural or singular matching• Any Same word order• Any punctuation• Any misspellings or alternatives• + extra words in the query
running shoes = shoes for running
nike running shoes = 2014 nike running shoe
womans nike running shoes = nike woman running shoes
woman’s nike running shoes = nike running shoe women
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
ACCOUNT STRUCTURE by WORD SEGMENTS
shoes
running shoes
womens shoes
nike shoes
nike running shoes
womens running shoes
womens nike shoes
woman’s nike running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
1 WORD KEYWORDS: shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
2 WORD KEYWORDS: running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
3 WORDS: womens running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
4+ WORDS: womens nike running shoes
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
KEYWORD CPCs & CONVERSION RATES VARY
Keyword CPC CR
running shoe $ 2.11 2%
running shoes $ 1.35 2%
womans running shoes $ 2.01 5%
womens running shoes $ 1.81 5%
womans nike running shoes $ 1.29 8%
women nike running shoes $ 0.94 8%
womens nike running shoes $ 0.91 8%
nike womens running shoes $ 0.76 8%
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
KEYWORD MATCHING & BID LEVELS
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
TIERED BIDS & KEYWORD GROUPS
running shoes = $1.00 CPC for profit+running +shoes @ $0.75[running shoes] @ $1.00
negative keywords: -nike, -nikes, - womans, -woman, etc.
nike running shoes = $1.25 CPC for profit+nike +running +shoes @ $1.00[nike running shoes] @ $1.25
negative keywords: -womans, -woman, -women, etc.
womens nike running shoes = $1.50 CPC for profit+womens +nike +running +shoes @ $1.25[womens nike running shoes] @ $1.50
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
CAMPAIGN STRUCTURE
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
HIGHER CTR, CR & QS
FLEXIBLE BIDDING
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
FLEXIBLE BID STRATEGIES
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
Enhanced CPC: Affects Everything
Uh, AdWords?... Where are all the Settings & Options?
Recommendation: Use only on Select Ad Groups
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
TARGET SEARCH PAGE LOCATION – Good
Recommendation: Use Only on Select Keywords
Good Settings & Options for Greater Control
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
MAXIMIZE CLICKS – AKA Give Google Control
Little Control with Settings & Options
Only Use on Select Ad Groups & Keywords
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
TARGET COST-PER-ACQUISITION Marginal Control with Settings & Options
Use only on Select Ad Groups, Good for Lead Generation
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
TARGET RETURN ON AD SPEND (ROAS) Marginal Control with Settings & Options
Use Only on Ad Groups & Keywords, Good for Ecommerce
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
BID ADJUSTMENTS BY AVERAGE PROFIT & LOSS
Keyword Segments (Ad Groups) Avg CPC
BidsAverage
CR Avg Cost Per Conv.
Avg Profit
Profit & Loss
Bid Adjust.
running shoe(s) $ 2.00 2% $ 100 $ 100 $0 -50%
womans running shoe(s) $ 2.00 5% $ 40 $ 100 $60 0%
nike womans running shoe(s) $ 1.00 8% $ 12.50 $ 100 $87.50 +200%
Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity
BIDDING STRATEGIES: from FOUNDATIONAL to FLEXIBLE
download: www.webranking.com/presentation
James SvobodaCEO WebRanking, Co-Founder MnSearch
t: @realicity e: [email protected] b: www.webranking.com/blog
Hero Conf – April 2014
THANK YOU!