andrew goodman bing ads connect toronto 2015 - slideshare
TRANSCRIPT
Sculpt Your Way to PPC Success:Maximize ROI by eliminating waste
Bing Ads Connect TOOct. 27, 2015Andrew Goodman
Marketing is everything?
Stumped? Try “sculpting” to reveal high intent interactions
7 ROI-Boosting Quick Wins
1) Getting keywords right: prioritizing match types2) Eliminate device waste3) Cut out geo-waste4) Kill bad ads (and understand why they’re bad)5) Suss out scary settings6) Anticipate seasonal lulls7) Let your campaign sleep at night? Leverage
dayparting
1. Get keywords rightby prioritizing match types
“Keyword dump,” or surgical precision?Build a better ad group
Prediction: this ad group is going to suck.
Step 1: Define your main “entity”.In this ad group, simply build around that.
Add some other match types.Also, add “buy words” & geo words.Memo: there is no perfect method!
The power of match types
Quick fix for a lame adgroup• A little elbow grease can make all the difference.• The original group had broad, poor keyword choices – paused or bid
down• Don’t dump tons of keywords in, but do add judiciously• Appropriate level of granularity• Use the keyword tools; pick and choose clearly-phrased queries• And does it reflect what’s for sale on the landing page?
Get detailed info on actual search queries
Search query report:A jumble of nonconverting queries, yikes.
Diagnose problem. Match types, negatives, mobile bid…?
2. Eliminate device waste.Normalize KPI’s by device?
Are some devices draining your budget?Run reports by device.
Yes, Google’s interface is moreintuitive here. (Also useful to set
baseline assumptions for adjustments.)
3. Cut out geo-waste
Root out those geo-culprits
Oh, no!Should we avoid these places?
Whole province vs. major cities – conversion rates May 1 – Oct. 12, 2015[Canada average: 3.00%]
Province Metro 1 Metro 2 Metro 3 Metro 4
Ontario 3.09% Toronto 3.32% Ottawa 3.35%
Quebec 2.60% Mtl. 2.98% Quebec 2.18% Laval 2.18%
BC 2.77% Vcr. 2.90% West Van 2.62% North Van 3.95% Whistler 9.33%
NB 2.95% Fred’tn 3.89% Moncton 1.93% Saint John 3.80%
Manitoba 2.73% Wpg. 2.65%
Geo-facts: Canada“Spending power of the creative class”?
Source: Statistics Canada, 2013• Looked at Median Total Income, by family type, by census
metropolitan area – couple families• Canada median family income, couple families: $84,080• In order of highest income: Ottawa-Gatineau, Calgary, Edmonton,
Regina, St. John’s, Saskatoon• Surprises include Greater Sudbury, Oshawa• In last place on list: Abbotsford-Mission, BC• Vancouver, Toronto likely quite polarized• Government & oil/commodities are major themes here for regional
economic prosperity – the latter now in flux!• Income doesn’t always correlate with e-commerce results, but quite
often does• Age, gender, family status, jobs, education, tastes, language matter
too• Most major metros on the list are above the average income
– Prosperity is in metro areas, not small town/rural
4. Kill bad ads(if they are indeed bad)
(and understand why they’re bad)
You win vs. the house wins:the ‘curved space’ issue
• Seek the rare genetic freak “double win”
Keep it simple: look at conv. rate first
Don’t be fooled: try a longer date rangeDouble win!!
FACTORS INFLUENCING EXPECTED ROI on PPC
5. Suss out scary settings
Look inside the box!
6. Anticipate seasonal lulls –What’s the best way to shift bid
stance “across the board”?
Don’t chase seasonal changes:get out in front of them
7. Always on, or sometimes off?
Should you bid adjust for time of day?• Optmyzr time/day performance visualization: 52 wks.• Metric shown: Conv. rate
Consider the perils of attributionvis-à-vis dayparting
Did we win?
Thank you!