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Keeping Your Edges Sharp:

Revisiting Fundamentals Of Paid Search

“Lessons Learned in Sochi”

by Jake Hoopes

Director of Online Marketing – ShowroomLogic.com

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Lessons Learned in Sochi

• The big don’t beat the small, the fast beat the slow

• Spot your landing

• Work on what matters most

• Be relentless

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Spot your landing

• Know where you are in relation to your market

• How and when does your business make money?

• Who are your customers?

• What are your primary sales cycles?

• What’s your lifetime value of a customer?

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Spot your landing

• Trends & Microtrends

• Hourly, Daily, Weekly, Monthly, Quarterly, Annual

• Current events

• Tectonic market shifts

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Spot your landing

*Tactical Tip:

www.google.com/trends/

• Other seasonal factors?

• tax season

• summer vacation

• holidays

• sports seasons

• back-to-school

• weather

• other trends?

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Spot your landing

*Tactical Tip: Google

Day Parting Your Ads

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Spot your landing

*Tactical Tip: Bing

Day Parting Your Ads

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Spot your landing

• Know where you want to end up

•Create clear and measurable actions

– Sales, Leads, Inbound Phone Calls

– Secondary goals/actions

•Ask good questions

– “What do I want to achieve?”

vs.

– “What do I want to learn?”

– Does my CPA vary by time of day? Day of week? By device? By ad position?

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Spot your landing

*Tactical Tip: use Segments & Dimensions

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Spot your landing

Segmented by Device

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Spot your landing

Bing Dimensions

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Work on what matters mostLook for Leverage

Conversion ActionSales Leads Phone Call Secondary

Visitor Behavior

Impression Share * CTR % = Visitors

Impression Share

Available Impressions

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Work on what matters most

Baseline

Impressions 100,000

CTR 1.5%

Clicks 1,500

CPC $2.14

Total Spend $3,210.00

Conv. Rate 5.5%

Conversions/Sales 82.50

Avg Value/ Conv. $75

Gross Sales $6,187.50

Gross Margin $2,977.50

Net Change na

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Work on what matters most

Baseline Scenario 1

Impressions 100,000 100,000

CTR 1.5% 1.0%

Clicks 1,500 950

CPC $2.14 $2.27

Total Spend $3,210.00 $2,156.50

Conv. Rate 5.5% 8.5%

Conversions/Sales 82.50 80.75

Avg Value/ Conv. $75 $75

Gross Sales $6,187.50 $6,056.25

Gross Margin $2,977.50 $3,899.75

Net Change na $922.25

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Work on what matters most

*Tactical Tip: Check out your impression share

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Work on what matters most

Baseline Scenario 1 Scenario 2

Impressions 100,000 100,000 125,000

CTR 1.5% 1.0% 1.5%

Clicks 1,500 950 1,875

CPC $2.14 $2.27 $2.04

Total Spend $3,210.00 $2,156.50 $3,825.00

Conv. Rate 5.5% 8.5% 5.5%

Conversions/Sales 82.50 80.75 103.13

Avg Value/ Conv. $75 $75 $75

Gross Sales $6,187.50 $6,056.25 $7,734.38

Gross Margin $2,977.50 $3,899.75 $3,909.38

Net Change na $922.25 $931.88

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Work on what matters most

Give me a lever long enough and a fulcrum upon which to place it

and I shall move the world.

-Archimedes

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Be relentless

–Anticipate the organizational resistance you’ll encounter

•Big companies – lack of control

•Small companies – spread too thin

•Agencies – implementation constraints

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Be relentless

– Break everything into small, bite-sized pieces

•Define goals, tests, and resources in specific terms

– “I want to test the messaging on our landing pages”

Vs.

– “I want to test [Headline B] against our current headline for a 7-day period because based on the ad performance data from last month this verbiage seems to resonate with our clients”

•Define desired outcome: justify why to you want to take this action

– Results: “to increase conversion rate”

– Learnings: “to learn which message to reinforce throughout the shopping cart experience”

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Be relentless

When the only tool you know how to use is a hammer...suddenly all your problems start looking a lot like nails.

• Get militant about gaining new tools & skills

• Design, UI/UX, markup

• Testing platforms

• Writing copy

• Client side and server side scripting

• Advanced ValueTrack tagging

• Google Scripts

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Be relentless

* Tactical Tip: Google Adwords Scripts

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What’s the #1 Lesson Learned from Sochi?

The Big Don’t Beat the Small, The Fast Will Beat the Slow.

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What’s the #1 Lesson Learned from Sochi?

The Big Don’t Beat the Small, The Fast Will Beat the Slow.