advanced ppc and what google told us behind closed doors

46
Advanced PPC Frank Coyle & Joe Weller April 15 th , 2009

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http://www.pointit.com - This presentation discusses advanced PPC tactics, including expansion, conversion, measurement, and improvement

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Page 1: Advanced PPC and What Google Told Us Behind Closed Doors

Advanced PPC

Frank Coyle & Joe Weller

April 15th, 2009

Page 2: Advanced PPC and What Google Told Us Behind Closed Doors

About Point It!

• Seattle-based Search

Engine Marketing Firm

• Incorporated April 2002• Incorporated April 2002

• SEO & PPC

Page 3: Advanced PPC and What Google Told Us Behind Closed Doors

Point It Seminars

• Logistics

– This webinar will be recorded. Look out for an

email with link by end of week.

– Ask questions via the Question tool– Ask questions via the Question tool

• Heads up

– Point It SEM seminars beginning late May

– PPC, SEO, Landing page optimization

– Lookout for notice in May

Page 4: Advanced PPC and What Google Told Us Behind Closed Doors

Advanced PPC

Expansion

Conversion

Measurement

&

Improvement

Page 5: Advanced PPC and What Google Told Us Behind Closed Doors

Agenda

• Expanding keywords and search networks

• Plugging the leaks in the Sales Funnel

• Segmenting your results to improve

performanceperformance

• Keyword performance management

• What’s with the Google Quality Score?

Page 6: Advanced PPC and What Google Told Us Behind Closed Doors

Search Based Keyword Tool

Page 7: Advanced PPC and What Google Told Us Behind Closed Doors

Search Based Keyword Tool

Page 8: Advanced PPC and What Google Told Us Behind Closed Doors

Search Based Keyword Tool

Page 9: Advanced PPC and What Google Told Us Behind Closed Doors

Advanced Search

Page 10: Advanced PPC and What Google Told Us Behind Closed Doors

Google Insights for Search

Page 11: Advanced PPC and What Google Told Us Behind Closed Doors

Aggressive Content Expansion

• Find successful

content pages

• Test Image ads to

achieve more volumeachieve more volume

• Display ad builder

• Bid 3x to own entire

sponsored links box

• Look at it as a test

• Measure results and

decide if worth

continuing

Page 12: Advanced PPC and What Google Told Us Behind Closed Doors

Nov-Jan Spend Conversions CPA

Content Network $10,185 295 $34.56

Converting sites $1,851 295

Non-performing sites $8,392 0

Content Network Results

• 82% of cost yields zero conversions• 82% of cost yields zero conversions

• Site exclusion not being used

• Break out and track the content network performance separately

Page 13: Advanced PPC and What Google Told Us Behind Closed Doors

Performance Measurement Tip

• Tip: Report to senior management the cost

savings of excluding sites (as well as

improvements to traffic quality) on a

monthly/quarterly/annual basismonthly/quarterly/annual basis

Page 14: Advanced PPC and What Google Told Us Behind Closed Doors

Search Partner Expansion

Cannot bid separately on Search partners, always tied to Google Search

Page 15: Advanced PPC and What Google Told Us Behind Closed Doors

Expanding Search Partners

• Search partners data is aggregated

• No way of knowing which search partner is profitable

• Should you go direct to the partners?

• Use Google Analytics to dig deeper

Page 16: Advanced PPC and What Google Told Us Behind Closed Doors

Search Partner Performance

Page 17: Advanced PPC and What Google Told Us Behind Closed Doors

Example Domain Parking Site

Page 18: Advanced PPC and What Google Told Us Behind Closed Doors

Ensure High Quality

• Can block domain parking sites on Content

AND ON SEARCH NETWORK

Page 19: Advanced PPC and What Google Told Us Behind Closed Doors

Expansion Summary

• New Search based Keyword tool

• Google Insights for deeper searches

• Analyze the search partners before going

directdirect

Page 20: Advanced PPC and What Google Told Us Behind Closed Doors

Sales Funnel

Qualified

Unqualified

Sales

Hot

Page 21: Advanced PPC and What Google Told Us Behind Closed Doors

Tracking Performance with GA

• It’s not the LP it’s the Funnel that matters

• Set up goals in GA to create the sales funnel

• Finding where the process is broken

Page 22: Advanced PPC and What Google Told Us Behind Closed Doors

Google Analytics Funnel

Leak

Leak

Leak

Page 23: Advanced PPC and What Google Told Us Behind Closed Doors

Plug the Page Leaks in the Funnel

• Form field drop off

• Measuring what is clicked on & Analyzing user

interaction with site

– Google Analytics Site Overlay– Google Analytics Site Overlay

– Crazyegg.com

– Clicktale.com

Page 24: Advanced PPC and What Google Told Us Behind Closed Doors

Form Field Drop Off

High High

drop-off

at email

address

field

Page 25: Advanced PPC and What Google Told Us Behind Closed Doors

CrazyEgg.com

170 clicks RSS NewsFeed

Links

170 clicks RSS NewsFeed

Page 26: Advanced PPC and What Google Told Us Behind Closed Doors

ClickTale

• Watch movies of

website visitor actions

– Keystrokes, mouse

actions, etc.actions, etc.

• Heatmaps

– How far do users scroll

down

– What part of pages do

they skip

• Form analytics

Page 27: Advanced PPC and What Google Told Us Behind Closed Doors

Sales Funnel Summary

• Plug the leaks

• Find the form drop off points

• Track visitor movements

Page 28: Advanced PPC and What Google Told Us Behind Closed Doors

Segmentation

Page 29: Advanced PPC and What Google Told Us Behind Closed Doors

Get some Focus

Source

Google, Yahoo, MSN, Ask.com, Direct, Other

Medium of Visitors

PPC, Organic, Referral

Site Behavior

# of pages viewed, site search, new vs. returning, time of day, geography

Purchase Behavior

Purchasers Non-Purchasers

Google, Yahoo, MSN, Ask.com, Direct, Other

Page 30: Advanced PPC and What Google Told Us Behind Closed Doors

Segmentation

Page 31: Advanced PPC and What Google Told Us Behind Closed Doors

Segmentation

• Segments: Quick Buyers, Slow Buyers, Average Buyers

• Behavioral Differences:– # of pages viewed: Average PPC buyers view 25 pages; spend 15

minutes on site, over 3x the site average (All Visitors)

– Site Search behavior: slow & Average PPC buyers use site search over 2x the site average (All Visitors)over 2x the site average (All Visitors)

– New vs. Returning: No new quick PPC buyers, slow PPC buyers are 80% return visitors, average ppc buyers are 60% returning visitors

– Time of Day: Time of purchase for 3 segments very similar: Sales Peak at 1pm for Quick buyers, 2pm for Average buyers, & 3pm for Slow buyers

– Geography: Buyers in 3 segments are evenly distributed throughout US

Page 32: Advanced PPC and What Google Told Us Behind Closed Doors

Keyword Performance Management

Page 33: Advanced PPC and What Google Told Us Behind Closed Doors

Save $$$ Immediately

1. Must be tracking conversions

– Lead capture, downloads, sales

2. Conversion analysis

3. Match type analysis

Page 34: Advanced PPC and What Google Told Us Behind Closed Doors

Conversion Analysis

• Find the top converting KWs

– 5% vs. 95%

– What to do about the 5% ?

– What to do about the 95% ?– What to do about the 95% ?

Page 35: Advanced PPC and What Google Told Us Behind Closed Doors

Top 10 Converting KWs

Keywords Conversions CPA

Computer Camp 390 $7.10

Cybercamp 366 $1.60

Cybercamps 328 $1.53

Top 6 KWs = 50% of conversions

Cybercamps 328 $1.53

Summer camp 274 $92.07

Technology camp 273 $12.34

Summer computer camp 178 $5.50

Computer camps 97 $12.78

Camp 71 $128.71

Tagged.com (Content network) 66 $132.68

Summer computer camps 59 $13.84

Page 36: Advanced PPC and What Google Told Us Behind Closed Doors

5 vs. 95

• Break the top 5% into separate LPs

– Of the top 5, there’s likely one that’s above all

others

• For the remaining 95%:• For the remaining 95%:

– Look at the bid prices and positions

– It could be the LP, not the KW/ads

– Perform the analysis before pausing

Page 37: Advanced PPC and What Google Told Us Behind Closed Doors

Nov-Jan # of KWs Cost Conversions CPA

Exact 8 $2,869 204 $14.00

Phrase 17 $704 56 $12.58

Broad 2,561 $31,724 849 $37.30

Total 2,586

Match Type Analysis

• Excessive use of broad terms

• Few campaign or ad group negative terms being used

• Examine broad searches to find popular search terms

• CPA out of control

Page 38: Advanced PPC and What Google Told Us Behind Closed Doors

Measuring Effect of Adding Negatives

• For a B2B Technology client, we noticed a

poor performing keyword (incident reporting

broad match)

• Previous 30 day period ($700 in cost, 4 • Previous 30 day period ($700 in cost, 4

conversions, $174 CPA)

• Used GA Raw Query Report to identify

negatives

Page 39: Advanced PPC and What Google Told Us Behind Closed Doors

GA Report to Add Negatives

OK

•Added

campaign

negatives using

this report

•Result following OK

OK

OK

OK

OK

•Result following

month: $165 in

Cost, $33 CPA &

5 conversions

•81% drop in

CPA

Page 40: Advanced PPC and What Google Told Us Behind Closed Doors

Quality Score

Page 41: Advanced PPC and What Google Told Us Behind Closed Doors

Quality Score Components

Heard at Google:

•CTR is most important

•About the interplay between these

three elements

•Performance (CTR) drives the •Performance (CTR) drives the

score, so

•Landing Page Content is NOT a

factor in Quality Score

•Keyword Matching Ad Text is

NOT a factor

Page 42: Advanced PPC and What Google Told Us Behind Closed Doors

Quality Score Benchmarking

Track

aggregate

changes in

Acct QS

over time

Track # of

keywords keywords

by QS

over time

QS

Indicator

Metric

Monitor

these

impressions

Page 43: Advanced PPC and What Google Told Us Behind Closed Doors

Summary

• Expand your KWs with the new Google tool

• Increase sales when you plug the sales funnel

• Gaining further insights with segmentation

• Cost savings with KW performance • Cost savings with KW performance

management

• QS is all about CTR

Page 45: Advanced PPC and What Google Told Us Behind Closed Doors

Point It Seminars

• Point It SEM seminars beginning mid-May

– PPC

– SEO

– Landing page optimization– Landing page optimization

– Point It Offices

– Evening sessions

– Lookout for notice in May

Page 46: Advanced PPC and What Google Told Us Behind Closed Doors

Survey Idea

• Avinash Kaushik, Analytics Evangelist @ Google

• 4 key questions:– How satisfied are my visitors?

– What are my visitors at my website to do?

– Are they completing what they set out to do?– Are they completing what they set out to do?

– If not, why not?

– If yes, what did they like best about the online experience?

• http://4q.iperceptions.com/

• Also: http://www.kaushik.net/avinash/