maximize ppc campaigns

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Pay Per Click Campaigns

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Page 1: Maximize PPC Campaigns

Pay Per Click Campaigns

Page 2: Maximize PPC Campaigns

What Does Maximize Mean to You?

Page 3: Maximize PPC Campaigns

Identify – What You Want to Maximize

Reach

Impact

Sales

Efficiency

Keywords / Budgets /

CPC / Impression Share

CTR / CPA

ROI / CPA

Clicks / CPC / CTR

Page 4: Maximize PPC Campaigns

Before You Start Maximizing Know Your Constraints & Objectives

Search Volume

Competitive Position, Preference & Environment

Budget, Time and Results

Page 5: Maximize PPC Campaigns

Let’s Get Maximizing

Page 6: Maximize PPC Campaigns

Maximizing For

Devices

Page 7: Maximize PPC Campaigns

Mobile is Changing the Landscape Quickly

Jan Feb Mar Apr May Jun Jul Aug Sep

Mobile CPC’s (Singapore) Mobile Tablet

Jan Feb Mar Apr May Jun Jul Aug Sep

Mobile CTR’s (Singapore) Mobile Tablet

PC, 60%

Mobile, 30% Tablet,

10%

Mindshare Benchmark Performance Data Q3, 2012

Page 8: Maximize PPC Campaigns

Evaluate the Opportunity Closely

On Their PCs

Price 30%

Service Center 17%

Review 16%

Used / Preowned

14%

Spare Parts 13%

Dealership 5%

Rent 5%

On Their Mobile Devices

Price 38%

Service Center 19%

Review 14%

Used / Preowned

12%

Spare Parts 8%

Dealership 6%

Rent 3%

Page 9: Maximize PPC Campaigns

Stuff you can do on Mobile Search

Page 10: Maximize PPC Campaigns

Mobile / Tablet Devices Best Practices

1 Separate Campaigns for Mobile, Tablets & PC

2 Have different keywords for Mobile & PC

3 Use Radius Targeting for US targeted campaign

4 Use all extensions applicable.

Page 11: Maximize PPC Campaigns

Maximizing

Languages

Page 12: Maximize PPC Campaigns

Languages Play a Key Role

English

76%

Malay 24%

Malaysia

English

66%

Thai 34%

Thailand

English

58%

Bahasa

42%

Indonesia

English

87%

Filipino

13%

Philippines

Mindshare Paid Search Campaigns, 2011 ~ 2012

Indonesia Malaysia Thailand Vietnam

English Local 2 Languages

Search Behavior Composition Cost Per Click

Page 13: Maximize PPC Campaigns

Maximizing

Opportunity

Page 14: Maximize PPC Campaigns

Maximizing for Opportunity

Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share

Brand [Broad] 2% 12% 26% 72.54%

Brand [Exact] 1% 5% 20% 100.00%

Competitor [Broad] 7% 15% 3% 22.31%

Generic [Broad] 74% 52% 37% 89.07%

Generic [Exact] 16% 16% 14% 92.03%

Is there an opportunity to

expand or are you already

maximizing the coverage.

Are your spends

aligned to the right set

of keywords

Page 15: Maximize PPC Campaigns

Maximizing for Opportunity

Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share

Brand [Broad] 2% 12% 26% 72.54%

Brand [Exact] 1% 5% 20% 100.00%

Competitor [Broad] 7% 15% 3% 22.31%

Generic [Broad] 74% 52% 37% 89.07%

Generic [Exact] 16% 16% 14% 92.03%

So If You Really Wanted to Maximize

Page 16: Maximize PPC Campaigns

Do You Really Need to Spend More?

The Tipping point; beyond this your campaigns will start

to cost you more than what you have anticipated.

Page 17: Maximize PPC Campaigns

Investing more in SoIS – Worth the Effort?

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

Spend (SGD) CPC (SGD)

The reason why CPC’s goes up is because not always the

advertiser loses the search impression because of budget; but

also because of poor rank which is due to lower bids.

Page 18: Maximize PPC Campaigns

Do You Really Need to Spend More?

This the region your current campaign is performing.

This can be a stretched spends & expected performance which is less cohesive.

Thus, if you operate with higher budgets your CPA might be higher & more sporadic.

Page 19: Maximize PPC Campaigns

Using Advance Modeling to Find The Connection Sales Vs Daily Spend

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00

Sales

xBar

ybar

Poly. (Sales)

Sale

s

Daily Spend

Page 20: Maximize PPC Campaigns

Relationship between Sales + Clicks

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

0 500 1,000 1,500 2,000 2,500 3,000 3,500

Sales

xBar

ybar

Linear (Sales)

Sale

s

Clicks

Page 21: Maximize PPC Campaigns

Relationship between CPC + Sales

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20

Sales

xBar

ybar

Linear (Sales)

Sale

s

CPC

Page 22: Maximize PPC Campaigns

Maximize

Control

Page 23: Maximize PPC Campaigns

Use Auction Insights to Your Power

Do you really need to out bid your competitors?

Page 24: Maximize PPC Campaigns

The Keyword Match Type

Keyword Max. CPC Clicks Impressions CTR Avg. CPC Avg. position

Broad Match Keyword $10.00 262 19,027 1.38% $7.11 3.02

Broad Match Modifier Keyword $12.60 472 15,990 2.95% $8.93 2.23

By using BMM keyword type, we are able to optimize the campaign CTR and

Avg Position with a marginally higher CPC.

The keywords run in parallel for 30 days before switching to only BMM Match type.

Page 25: Maximize PPC Campaigns

Do Not Overkill your Account with Too Many Ads 20 messages per ad group is a strict no no!

No 56%

Yes 44%

Converting Ads Spend

250

400

20 32

Before After

Clicks Conv

Page 26: Maximize PPC Campaigns

Do You Really Need Long Tail?

Words Searches CTR CPC

1

2

3

4

5

6

Matured Markets SEA Markets

Markets like SG/MY/ID/TH/VN – are very different as compared to the markets

like US / UK / AU in terms of user behavior. Thus using Long Tail Keywords is not

always a good option in our region.

Page 27: Maximize PPC Campaigns

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Day of the Week Optimization

Page 28: Maximize PPC Campaigns

Hour of the Day

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Clicks Conv

One can Always

Argue – To keep

the campaign ON

or OFF

Emphasis is always on maximizing

of every dollar invested vs an always

open shop when no one is buying.

Page 29: Maximize PPC Campaigns
Page 30: Maximize PPC Campaigns

Some New Stuff we are testing

Dynamic Search Ads

Offer Extension Ads

Page 31: Maximize PPC Campaigns

Other Stuff we are using

Automated Rules Adwords Scripts

Page 32: Maximize PPC Campaigns

Page

Domination

Page 33: Maximize PPC Campaigns
Page 34: Maximize PPC Campaigns

In Summary

Reach

Impact

Sales

Efficiency

Keywords / Budgets /

CPC / Impression Share

CTR / CPA

ROI / CPA

Clicks / CPC / CTR

Page 35: Maximize PPC Campaigns

Happy Maximizing Your PPC Campaigns