#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
HOSTED BY:HOSTED BY: &
Steering an Automated Ship: How to Avoid Bidding
Pitfalls
#thinkppc
Presenters
• Jeff Baum– Senior Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– Hero Conf Speaker
– @jeffbaum71
• Marc Poirier– EVP & Co-Founder of Acquisio
– 17 Years Experience in Digital Marketing
– Master Fisherman
– @marcpoirier
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
#thinkppc
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
#thinkppc
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.
#thinkppc
Click to edit Master title style
AUTOMATION : AN OVERVIEW
#thinkppc
#thinkppc
• If this then that• Can be very flexible and powerful• Lets marketers bottle up their methodologies• Can also be very dangerous as most users are not
qualified to write rules that will improve results.– Statistics are key– Programming is important (boolean logic)– Marketing (obviously)
Rules
#thinkppc
• Extremely powerful and more flexible than most tool providers, also requires a profile that is hard to find.
• Some scripts are shared by marketers, opportunity to get started but also fraught with risk as the outcomes are unknown
• Opportunity to truly customize processes to work alongside existing
Scripts
#thinkppc
• Fundamental – this is required to call attention to issues
• Especially useful in large scale campaigns with a lot of moving parts
• Careful not to become immune (easy to start ignoring alerts if they’re not quite relevant)
Alerts
#thinkppc
• Black box – takes the control away from the marketer BUT this is a good thing when managing the money.
• Does not eliminate the need to have humans – au contraire!• NASA has a ton of humans on earth watching the
performance or any rocket, they stand ready to make adjustments if necessary. Same applies to us. You can let the algorithms run wild but you probably want to monitor results and make adjustments when you see unexpected results.
• Though we have pretty much every type of automation tool known to man, this is Acquisio’s speciality - BBM
Algorithms
#thinkppc
What is BBM?
Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets Across Campaigns while Adjusting Bids Automatically.
– Suppress CPC (also CPA, Avg. Pos. or ROAS)– Maximize Click Volume (also conversions or revenue)– Spend Maximum Budget Effectively
• Available to all Acquisio clients• Uses AdWords Conversion Tracking tags• No need to change account structure
BBM Delivers Optimal Results for AdWords.
#thinkppc
Click to edit Master title style
WHY DOES IT MATTER?
#thinkppc
#thinkppc Google Display Network ad engine
Tsunami Effect
Google Display Network conversion engine
AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume.
AdMetrica GDN CPA
Google Search Vol.
AdMetrica GDN Conv #
Aug 1
201
1
Aug 1
5 20
11
Aug 6
201
1
Aug 1
8 20
11
Sep 4
201
1
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
Sep 5
201
1
Aug 2
201
1
Aug 3
201
1Aug
5 2
011
Aug 4
201
1Aug
7 2
011
Aug 8
201
1
Aug 9
201
1
Aug 1
0 20
11
Aug 11
201
1
Aug 1
2 20
11
Aug 1
3 20
11
Aug 1
4 20
11Aug
16
2011
Aug 1
7 20
11
Aug 2
2 20
11
Aug 1
9 20
11
Aug 2
0 20
11
Aug 2
1 20
11Aug
23
2011
Aug 2
4 20
11
Aug 2
5 20
11
Aug 2
6 20
11
Aug 2
7 20
11
Aug 2
8 20
11
Aug 2
9 20
11
Aug 3
0 20
11
Aug 3
1 20
11
Sep 1
201
1
Sep 2
201
1
Sep 3
201
1
Google Search*(sweepstakes)
Conversions (sweepstakes)
$3.25
$3.00
$2.50
$2.75
$2.25
$2.00
$1.75
$1.50
$1.25
CPA(sweepstakes)
* Source: Google Trends
Google Search Activity
#thinkppc
• BBM tries to maximize the number of conversions • Works with a budget – and spends it very accurately• Because it generates more conversions for the same budget, it also delivers
lower CPA• Ideal for Advertisers who are seeking to improve ROI
• Many case studies, results vary• Ex: Large insurance company increased quotes by 64% and decreased CPQ
by 60% within days.
• Perfect for agencies who struggle to manage budgets accurately • Spending more money = increase in revenue• Improving results = happier clients increase budgets = increase in revenue• Ideal for agencies who work with SMB – budgets do not have to be large
for BBM to be effective, success with accounts that spend $15 per day or less.
Budget Control and Bid Management = Optimal Results
#thinkppc
Rooter Cleaners
11/25/13-3/24/14 7/29/13-11/24/13
Clicks 1,127 358
Avg. CPC $13.27 $44.85
Cost $14,956.84 $16,057.53
Calls 340 230
Before BBMWith BBM
#thinkppc
Fence Installer
11/28/13-3/24/14 8/04/13-11/27/13
Clicks 4,281 1,762
Avg. CPC $5.68 $11.71
Cost $24,332.35 $20,635.08
Calls 766 175
Before BBMWith BBM
#thinkppc
Law Firm
11/21/13-3/24/14 7/21/13-11/20/13
Clicks 5,295 1,516
Avg. CPC $4.53 $13.12
Cost $23,988.09 $19,884.12
Calls 299 135
Before BBMWith BBM
#thinkppc
Fence Competitors
11/01/13-03/24/14 06/10/13-10/31/13
Clicks 10,370 6,684
Avg. CPC $2.03 $3.04
Cost $21,082 $20,333.02
Calls 478 305
Before BBMWith BBM
#thinkppc
Rare Coins
01/02/14-03/24/14 10/13/13-01/01/14
Clicks 161,079 71,688
Avg. CPC $0.28 $0.56
Cost $44,683.42 $39,993.28
Calls 2,470 1,681
Before BBMWith BBM
#thinkppc
Plumbing Experts
11/14/13-03/24/14 07/07/13-11/13/13
Clicks 2,542 1,425
Avg. CPC $9.83 $14.54
Cost $24,986.06 $20,722.67
Calls 972 536
Before BBMWith BBM
#thinkppc
Home Services
12/03/13-03/24/14 08/14/13-12/02/13
Clicks 2,248 1,302
Avg. CPC $11.59 $18.35
Cost $26,062.81 $23,889.83
Calls 909 519
Before BBMWith BBM
#thinkppc
Delta Plumbing
12/05/13-03/24/14 08/18/13-12/04/13
Clicks 2,102 1,686
Avg. CPC $17.96 $27.71
Cost $37,750.94 $46,726.37
Calls 1,152 829
Before BBMWith BBM
#thinkppc
Live Poll Question #3
What bidding solution do you use today?#thinkppc
a) Google Adwords Conversion Optimizer b) Marin Software or Kenshoo or Adobe or Ignition One solutionc) Acquisio Bid & Budget Managementd) None of the above
#thinkppc
Click to edit Master title style
CASE STUDY UPDATE
#thinkppc
#thinkppc 25
Case Study Update: Client Background
• For Profit School• 45 Locations • 15 States
Client Background Info
#thinkppc 26
Case Study Update: Client Background
Acquire as many leads as possible $200 Cost-Per-Lead $2,500 Cost-Per-Start
#thinkppc 27
Case Study Update: Client Background
Client Monthly PPC Budget
300K-400K per Month on Average Increases During Busy Seasons Budget Targets Constantly Change
#thinkppc 28
Last Time We Spoke
Preliminary results
Process of integrating BBM into the account
How we can manage BBM more effectively
#thinkppc 29
Today We Will Go Over
Updated Results
What Changed & What Have We Learned?
How We’re Managing BBM on a More Granular Level
#thinkppc 30
Case Study: Performance Update
Feb-Present Conversions & Cost Per Conversion: All BBM
Cost-per-Conversion Decreased 21.43%Conversions Decreased 44%Budgets Slashed in Campuses Where BBM is Live
#thinkppc 31
Case Study: Performance Update
Feb-Present Conversion Rate: All BBM
Conversion Rate Increased 29.20% Funneling Traffic to High Converting Programs Splitting Out Poor Converters into Separate Campaigns
#thinkppc 32
Case Study: Performance Update
Feb-Present CPC’s & Clicks Trend: All BBM
Avg Cost-per-Click Increased 1.20%Clicks have decreased 57.72%Reduced Budgets & Changing Program Mix a Factor
#thinkppc 33
Case Study: Performance Update
Cost-per-Conversion Decreased 36.59%BBM Conversions Increased 121%BBM Budget Larger in Comparison to Avg BBM Budget
Feb-Present Conversions & Cost Per Conversion: BBM Campaign
#thinkppc 34
Case Study: Performance Update
Feb-Present Conversion Rate: BBM Campaign
Conversion Rate Increased 67.40%High Conversion Totals HistoricallyBBM Has Alot of Historical Conversion Data to Work With
#thinkppc 35
Case Study: Performance Update
Avg Cost-per-Click Increased 6.58%Clicks Decreased 32.73%High Traffic Campaign. System Has A lot of Data to Work With
Feb-Present CPC’s & Clicks Trend: BBM Campaign
#thinkppc 36
Case Study: Changes & Learnings
• What’s Changed & What Have We Learned?
- Had To Reduce Spend in Campuses That Happened to Contain BBM Campaigns
- Forced a Strategic Review of BBM Program. Missed the Mark on How BBM Campaigns Were Budgeted
- Learned That Account Structure Directly Affects BBM Performance
- Paused Underperforming Ad Groups in BBM Campaign. Creating New Program Specific Campaigns
#thinkppc 37
Case Study: Moving Forward
• Managing On a More Granular Level
- Reduced Budgets To Make BBM Work More Efficiently
- Change Account Structure To Create Program Campaigns
- Regular Meetings with BBM Account Team
- Paused Underperforming Ad Groups in BBM Campaign. Creating New Program Specific Campaigns
#thinkppc
Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
b.) FREE Demo of the Acquisio Platform
c.) More information on BBM
d.) All of the Above
e.) No Thanks
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Get more information about Acquisio Bid & Budget Management www.acquisio.com/bbm
• Or Contact us Directly:• Webinar Feedback: [email protected]• Acquisio Contact: [email protected]