industrial strength ppc - smx east - alex cohen of clickequations
DESCRIPTION
Learn how to scale large PPC campaigns with prioritization tips and technology.TRANSCRIPT
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
Figuring Out How To Scale is Sort of Like…
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In order to scale, you have to prioritize.
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Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
3 Simple Ways to Prioritize Big PPC Accounts
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3 Simple Ways to Prioritize Big PPC Accounts
1. Segregate Your Brand Keywords
2. Tackle the Tail with Technology
3. Automate Your Account Monitoring
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Segregate Your
Brand Keywords
#
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The Head Term Checklist
Improve Targeting
Value Segments
Appropriately
Satisfy User Intent
Review search queries weekly
Segregate brand keywords
Build a Match Type Keyword Trap
Organize campaigns for reporting
Maximize impression share
Test PPC/SEO cannibalization
Manually bid/review bid suggestions
Measure multiple goals
Test text ads
Tighten ad groups
Target and test landing pages
Optimize text ad continuity
Ensure offer continuity
Test new ad formats
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Let’s Pick One Segment
Brand Terms Are Different
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There are 4 Types of Brand Keywords
Brand – Pure
• sony, soney
Navigational Brand
• sony website,
www.sony.com
Brand – Related
• Howard Stringer
Brand Plus Keywords
• sony televisions
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Put Them In Separate Ad Groups
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Different Brand Keywords, Different Text Ads
Brand – Pure
• sony, soney
Navigational Brand
• sony website,
www.sony.com
Brand – Related
• Howard Stringer
Brand Plus Keywords
• sony televisions
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Use Broad & Advanced Match Sparingly
Exact
Phrase X Broad
Advanced
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Add Brand Terms as Negatives in Other Campaigns
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Tackle the Tail with Technology
#
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Find Opportunities with New Options in Google’s Keyword Tool
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Find Opportunities with New Options in Google’s Keyword Tool
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Review Ad Share, Search Share & PageAd Share = PPC Search Share = Organic Page
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Pick the Categories You Want to Expand
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Filter Your List for Volume, Competition & Share
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Download & Create New Campaigns
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Scrape Your Own Site to Build Out The Tail
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Automate Your Account Monitoring
#
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Google Analytics Custom Alerts
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Google Analytics Custom Alerts
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Google AdWords Custom Alerts
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Google AdWords Custom Alerts
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3rd Party Platforms
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43 Paid Search Marketing Tools1. Keyword Research
– Google Keyword Research Tool -https://adwords.google.com/select/KeywordToolExternal
– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery -
http://www.keyworddiscovery.com/– SEO Book Keyword Tool –
http://tools.seobook.com/keyword-tools/seobook/– Wordstream – www.wordstream.com
2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com
3. Display Research 1. Google Placement Tool – Instructions -
http://clck.it/placement-tool2. DoubleClick Ad Planner –
http://www.google.com/adplanner/3. Web Data Extractor - http://www.webextractor.com/
4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor – www.google.com/intl/en/adwordseditor/• adCenter Desktop - http://clck.it/9JbCPS
5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com
6. Testing & Personalization• Google Website Optimizer - www.google.com/websiteoptimizer• Omniture Test & Target - http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com
7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com
8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com
9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com
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More On These Topics
• Account Monitoring– http://www.kaushik.net/avinash/2010/06/leverage-web-analytics-
custom-alerts.html
• Head Keywords– http://www.clickequations.com/blog/2010/07/keywords-not-
equal/
– http://www.clickequations.com/blog/2010/03/st21-brand-keywords/
• The Long Tail of Search– http://www.kaushik.net/avinash/2009/04/googles-search-based-
keyword-tool-monetize-long-tail-search.html
– http://www.kaushik.net/avinash/2007/03/excellent-analytics-tip-10-how-thick-is-your-head-and-how-long-is-your-tail.html
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ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to manage all aspects of your accounts more easily
• Campaign management with bulk editing and easy-to-use optimization
• Powerful bid management createdwith experts from the Wharton School
• Best in class analytics for advanced and automated reporting
• And ClickEquations makes it all easy through Segments, Adviser, and Analyst
www.ClickEquations.com | @digitalalex
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ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com@DigitalAlex