profit through performance by jared schroder
DESCRIPTION
SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - Profit Through Performance By Jared Schroder @J_Schroder Of Location 3 Media Read more on SEM at http://searchengineland.comTRANSCRIPT
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LOCATION 3 MEDIA JARED SCHRODER - VICE PRESIDENT DATA INTELLIGENCE & MAR-TECH
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LOCATION3 MEDIA PROFIT THROUGH PERFORMANCE
Integrated Digital Marketing
Agency
L3M PRO – Specializing in search
query based performance re-
optimization technologies
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There are over 4.7 billion search queries every day.
Of these, 20 percent haven’t been seen by search engines in the last six months (if ever).
And 70 percent have no keywords that match exactly with search marketing campaigns.
Source: Google, 2012
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Keywords are best guesses…
The truth lies beneath
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THE FOUNDATION Keywords, Match Types,
Negatives, and Structure
All Bid Optimization Algorithms
are inherently limited by the
strength of this foundation.
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IN THE WEEDS…
Data mining single queries, with
singular impact
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Make meaning of hyper fragmented data Unearth subtle positives Slash profit sinking negatives
QUERY THEME ANALYSIS
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Individually irrelevant…
Strength in numbers
Direction in
aggregation
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LOCATION3
TAKING AIM AT THE POSITIVES
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PORTFOLIO QUERY UNIVERSE ANALYSIS
(CPA Target * Conv. Totals) – Paid Cost
(Total Revenue / ROAS Target) – Paid Cost
P&L
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SUBTHEMES WITHIN THEMES
Theme – “Community”
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Example - Exact Match is 3.12 times more
effective at converting Impressions into
Actions than Phrase & Broad
Theme – “Community”
CTR * Conv. Rate * Base Imp.
Performance
Indicator
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BEWARE OF CANNIBALS
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LOCATION3 / A GOOGLE PARTNER
CHANGING THE LENS
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LONG TAIL CONVERTERS
UNDER THE MICROSCOPE
Efficiency of converting query
impressions
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QUERY UNIVERSE CLEAN UP
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MINING FOR LOSS LEADERS
Themes intertwine. Remove high conversion
volume themes from your analysis.
The cream of the crop will rise to the top.
Cost focus for efficiency
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MINING FOR QUALITY SCORE KILLERS
Two sides of the coin
Impression focus for quality
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Source: Jay Baer, Convince and Convert
Brand Pollution
Misspellings
Relevance & Intent
Geographic Complexity
COMPLICATING FACTORS
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GEOGRAPHIC COMPLEXITY
PROXIMITY = PERFORMANCE
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TAKING ONE GIANT LEAP ACROSS CHANNELS
BREAKING THE ORGANIC BARRIER
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ANALYZING IMPRESSION VARIANCE
ACROSS ORGANIC & PAID
Qualifying opportunity with feasibility
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PERFORMANCE. ELEVATED.
Isolate & Frame the positives
Themes within themes
Eye the Cannibals
The Negative Lens
Segment out Complexity & Pollution
END THE GUESSING GAME
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LOCATION3
Jared Schroder VP Data Intelligence & Mar-Tech Location3 Media Inc. P: 720-881-8526 E: [email protected]