campaign evaluation - ppc advertising
TRANSCRIPT
PPC CAMPAIGN
EVALUATION
PAY-PER-CLICK ADVERTISINGPPCPPC is an online advertising format that allows advertisers to display ads for their goods or
services when buyers enter search queries that are relevant to their business It’s called
“pay-per-click” because advertisers are only charged when a buyer clicks on their ad.
Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers
lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting
impactful revenue generating opportunities for which their direct competitors’ become
benefactors.
… WHAT IS IT…
…AND WHY DOES IT WORK?
AXIOM ADVISING
3
Buyer Stage: Research & Consideration
Pay-Per-Click Evaluation
PPC is effective because advertisers can target very
specific searches with very relevant messages & 89%
of web traffic generated is attributed to paid
Advertising.
PPC STRUCTURE
Campaign Level
Ad Group 1
Keyword 1 Keyword 2 Keyword 3
Ad Group 2
Keyword 1 Keyword 2 Keyword 3
Budget
Targeting
By goal or buyer stage
Bid
Ad Copy
theme
Match types
All KW related to ad group theme
PPC UX ANALYSIS
Step 1: User QueryWe target search queries using keywords
keyword: A word or phrase entered into a search engine in
an effort to get the search engine to return matching and
relevant results. Many Web sites offer advertising targeted by
keywords, so an ad will only show when a specific keyword is
entered.
Step 2: Search Engine Results Page
Google populates ads based off of who bid the highest and
who’s ad is the most relevant
Step 3: Landing Page Buyer clicks on a link and is directed
to your site
Step 4: ConversionThe buyer requestes a demo, or
leaves the site.
FACT Businesses with 7 or more landing pages get 4X more
leads than those with only a few landing pages.
PPC UX OPTIMIZATION TOP 5 IMPROVEMENTS
Optimize Bid Strategy:
the messaging and CTA can be aligned in a
horizontal or traditional cascade structure
a CTA and anchor button that directs user to the
tour.
Eliminate graphics to lessen page distraction
Minimize header and navigation bar for all paid
visitors. Then add EastMark’s logo within the
webpage.
Streamline page structure
Replace ads with new slight variants of best
performing live ads.
Tweak headline user intent,
to match your ads.
HEADLINE. TOUR MODEL HOMES FROM
HOMESUBTEXT: EXPEAINCE EASTMARK. TAKE
OUR ONLINE TOUR!
More Relevant Landing PagesNote: UnBounce has a scalable way to create a large
amount of landing pages and allows for dynamic
keyword insertion directly into the landing page.
COMPETITIVE PPC ANALYSIS
DELTEK
Note: PPC Estimates
The keywords we show you below are sorted by "domain’s most valuable" at the top. That means that the first set you see could be responsible for 40% of the domain’s clicks even though they are just a tenth of its total keywords. As
you view more results at the bottom of the page, you will see the subtotals grow along with the number of results. Since we don’t start with all of these results at once, these roll-up numbers are a projection of what the combined totals
will be. These are meant to help you compare the clicks and spending of one group of landing pages to another.
ONSCHEDULE PROCORE
PAGE
12
$9,500
Est. Monthly Budget
312
Est. Keywords
11/17
Est. Avg. Ad position
935
Avg. Monthly Clicks
$2,170
Est. Monthly Budget
80
Est. Keywords
7/10
Est. Avg. Ad position
312
Avg. Monthly Clicks
$19,400
Est. Monthly Budget
1,880
Est. Keywords
6/17
Est. Avg. Ad position
10,200
Avg. Monthly Clicks
KEYWORD & AD COPY ANALYSISYour top performing ad copy is delivered less than 45% of the time. And the third best performing ad has an
average position of 5. This flaw significantly impacts CTRs.
Ads most likely triggered from
broad match keywords
PPC OPTIMIZATION SOLUTIONTOP 5 Campaign Structure & Management IMPROVEMENT Strategy
1
RESTRUCTURE YOUR MCC
Create campaigns by objective. Create ad
groups by keyword themes then buying stage
Optimize Bid Strategy:
Aim for the 2nd to 3rd ad slot. It Will lower
CPC. Thus lowing CPL and CPA
Pause underperforming ads
Replace ads with new slight variants of best
performing live ads.
Create More Ad
Groups
Will improve ad copy and landing
page relevancy; Will improve
Quality Score, therefore lowing
CPC due to improved UX.
Pause Poor Keywords
perform a weighted quality score
analysis
Add Negative keywords
Negative KW/ KW Match Tip:
analyze search query report.
Excel pivot tables come in handy 5
Keyword Competition Suggested Bid Avg. Monthly Searches
construction project management software 99 $19.41 8,558
general contractor project management software 100 $11.63 633
construction schedule software 100 $34.37 3,556
construction scheduling program 85 $28.68 128
construction planning software 94 $32.14 1,255
construction scheduling software 100 $7.46 7,105
cloud construction software 100 $32.37 470
cloud based construction software 100 $36.42 240
GOOGLE KEYWORD ESTIMATES
PAGE 15
MULTI-LOCATION TARGETING
SEARCH VISUALIZATIONMULTIPLE DMAs
County State
Los Angeles County California
Orange County California
San Francisco County California
Harris County Texas
Cook County Illinois
King County Washington
Santa Clara County California
DuPage County Illinois
Will County Illinois
Brazoria County Texas
SINGLE LOCATION TARGETING
County
Harris County
Brazoria County
Montgomery County
Fort Bend County
Galveston County
Liberty County
Grimes County
Chambers County
Waller County
HOUSTON DMA SEARCH VISUALIZATION