speed up ppc ad copy optimization
TRANSCRIPT
MAXIMIZE holiday sales a Kantar Media
Company
a Kantar Media Company
a Kantar Media Company
SPEED UP PPC AD COPY OPTIMIZATION
TO MAXIMIZE HOLIDAY SALES
a Kantar Media Company
Brought to you by:
MAXIMIZE holiday sales a Kantar Media
Company
AGENDA
MAXIMIZE holiday sales a Kantar Media
Company
• Introductions
AGENDA
MAXIMIZE holiday sales a Kantar Media
Company
• Introductions• Measuring Performance
AGENDA
MAXIMIZE holiday sales a Kantar Media
Company
• Introductions• Measuring Performance• Quickly Optimizing Ad Copy
AGENDA
MAXIMIZE holiday sales a Kantar Media
Company
• Introductions• Measuring Performance• Quickly Optimizing Ad Copy • Q&A
AGENDA
MAXIMIZE holiday sales a Kantar Media
Company
7
JOIN THE CONVERSATION
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Company
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Company
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JOIN THE CONVERSATION
@Boostctr
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Company
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JOIN THE CONVERSATION
@Boostctr@Adgooroo
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@Boostctr@Adgooroo#SpeedUpSEM
MAXIMIZE holiday sales a Kantar Media
Company
ROB LENDERMANCO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media• 15+ Years Industry Expertise
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media• 15+ Years Industry Expertise
• Featured Panelist at SIS, AdTech, SMX, and more
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
RICHARD STOKESCO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
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RICHARD STOKES• Founder & CEO of AdGooroo
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
RICHARD STOKES• Founder & CEO of AdGooroo
• Industry Thought Leader on Search Engine Marketing
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
RICHARD STOKES• Founder & CEO of AdGooroo
• Industry Thought Leader on Search Engine Marketing
• Author of:
Ultimate Guide to Pay-Per-Click Advertising (First and Second Edition)
and Mastering Search Advertising
CO-PRESENTER
MAXIMIZE holiday sales a Kantar Media
Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004
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MAXIMIZE holiday sales a Kantar Media
Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004
• Founded the Search Intelligence category in 2004
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MAXIMIZE holiday sales a Kantar Media
Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004
• Founded the Search Intelligence category in 2004
• World’s largest database of Search Marketing data• 50 Countries • 14 Search Engines• 2+ Million Advertisers
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MAXIMIZE holiday sales a Kantar Media
Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004
• Founded the Search Intelligence category in 2004
• World’s largest database of Search Marketing data• 50 Countries • 14 Search Engines• 2+ Million Advertisers
• 4,000+ users worldwide
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MAXIMIZE holiday sales a Kantar Media
Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004
• Founded the Search Intelligence category in 2004
• World’s largest database of Search Marketing data• 50 Countries • 14 Search Engines• 2+ Million Advertisers
• 4,000+ users worldwide• Part of Kantar Media, the
largest advertising intelligence company in the world
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Visualize, Prioritize
Measuring Performance & Taking Action
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HOW MOST PEOPLE DO IT…Assessing Keyword Performance
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HOW MOST PEOPLE DO IT…Assessing Keyword Performance
CTR CPC IMPRESSIONS
COST
AVG. POS.ROI?
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THE FAST & EASY WAYAssessing Keyword Performance
Your Goal for Each Keyword is High
Coverage & Top Position
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THE FAST & EASY WAYAssessing Keyword Performance
yoursite.com
Your Goal for Each Keyword is High
Coverage & Top Position
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THE FAST & EASY WAYAssessing Keyword Performance
yoursite.com Each dot is one of your
keywords
Your Goal for Each Keyword is High
Coverage & Top Position
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THE FAST & EASY WAYAssessing Keyword Performance
yoursite.com Each dot is one of your
keywords
Your Goal for Each Keyword is High
Coverage & Top Position
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THE FAST & EASY WAYAssessing Keyword Performance
yoursite.com Each dot is one of your
keywords
This keyword is showing up around
60% of the time
Your Goal for Each Keyword is High
Coverage & Top Position
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THE FAST & EASY WAYAssessing Keyword Performance
yoursite.com Each dot is one of your
keywords
This keyword is showing up around
60% of the timeOn average your ad appears just under the 4th
position for this keyword
Your Goal for Each Keyword is High
Coverage & Top Position
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BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem Keywords
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1High Position-High Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem Keywords
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1High Position-High Coverage2Low Position-High Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem Keywords
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3
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem Keywords
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem Keywords
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
ACTION: LOWER YOUR BID TO INCREASE COVERAGE
High Position-Low Coverage Keywords
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
ACTION: OPTIMIZE AD COPY
Low Position-Low Coverage Keywords
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
ACTION: INCREASE YOUR BID
Low Position-High Coverage Keywords
Optimize Ad Copy If Coverage Drops as
Bid Increases
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
NO ACTION REQUIRED
High Position-High Coverage Keywords
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43 High Position-Low Coverage
1High Position-High Coverage2Low Position-High Coverage
Low Position-Low Coverage
ALWAYS START IN #4 AND MOVE KEYWORDS CLOCKWISE TO #1
The Optimization Swoop
MAXIMIZE holiday sales a Kantar Media
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44Do I Need To Optimize Every Keyword?
MAXIMIZE holiday sales a Kantar Media
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45Do I Need To Optimize Every Keyword?YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWORD
MAXIMIZE holiday sales a Kantar Media
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46Do I Need To Optimize Every Keyword?YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWORD
yoogiscloset.com
MAXIMIZE holiday sales a Kantar Media
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47Do I Need To Optimize Every Keyword?YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWORD
yoogiscloset.comYour Site
MAXIMIZE holiday sales a Kantar Media
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48Do I Need To Optimize Every Keyword?
MAXIMIZE holiday sales a Kantar Media
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49Do I Need To Optimize Every Keyword?MAYBE NOT…
MAXIMIZE holiday sales a Kantar Media
Company
50Do I Need To Optimize Every Keyword?MAYBE NOT…
yoogiscloset.com
MAXIMIZE holiday sales a Kantar Media
Company
51Do I Need To Optimize Every Keyword?MAYBE NOT…
yoogiscloset.comYour Site
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OPTIMIZE AD COPYQUICKLY
MAXIMIZE holiday sales a Kantar Media
Company
Boost Media increases advertiser profitability by using a combination of
professional human optimizers and a proprietary software platform to
drive increased ad relevance at scale. Boost has delivered more than
$1 billion in optimized digital ads for 100+ enterprise brands.
MAXIMIZE holiday sales a Kantar Media
Company
YOU MAY BE WONDERING…
MAXIMIZE holiday sales a Kantar Media
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YOU MAY BE WONDERING…• How do I figure out where to test?
MAXIMIZE holiday sales a Kantar Media
Company
YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?
MAXIMIZE holiday sales a Kantar Media
Company
YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?• How do I measure my success?
MAXIMIZE holiday sales a Kantar Media
Company
YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?• How do I measure my success?• How do I know when to stop?
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW
MAXIMIZE holiday sales a Kantar Media
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HERE'S HOW1. Determine the right ad groups to test by volume
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
3. Collect data to determine test copy
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
3. Collect data to determine test copy
4. Write multiple variations of copy
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
3. Collect data to determine test copy
4. Write multiple variations of copy
5. Test and measure
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
3. Collect data to determine test copy
4. Write multiple variations of copy
5. Test and measure
6. Determine learnings
MAXIMIZE holiday sales a Kantar Media
Company
HERE'S HOW1. Determine the right ad groups to test by volume
2. Verify ad groups are worthy of testing
3. Collect data to determine test copy
4. Write multiple variations of copy
5. Test and measure
6. Determine learnings
7. Create more messages to test
MAXIMIZE holiday sales a Kantar Media
Company
3. Collect Data To Determine Test Copy
MAXIMIZE holiday sales a Kantar Media
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3. Collect Data To Determine Test Copy Understand which of your ad terms drive the most value
MAXIMIZE holiday sales a Kantar Media
Company
3. Collect Data To Determine Test Copy Understand which of your ad terms drive the most value
{KeyWord:Brand 2 Sale}Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com
{Keyword:Brand 2 Sale}Sale: Save on Beach Towels,Bedding & More at Brand 2www.brand.com
{KeyWord:Seasonal Sale}Find Kids' Bedding, Decor & More -Shop Brand 2® Today.www.brand.com
{KeyWord:Seasonal Sale}Find Seasonal Decor & More On Saleat Brand 2. Shop Now!www.brand.com
MAXIMIZE holiday sales a Kantar Media
Company
3. Collect Data To Determine Test Copy Understand which of your ad terms drive the most value
Calculate CTR and CPI of all ads containing
“Save”
{KeyWord:Brand 2 Sale}Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com
{Keyword:Brand 2 Sale}Sale: Save on Beach Towels,Bedding & More at Brand 2www.brand.com
{KeyWord:Seasonal Sale}Find Kids' Bedding, Decor & More -Shop Brand 2® Today.www.brand.com
{KeyWord:Seasonal Sale}Find Seasonal Decor & More On Saleat Brand 2. Shop Now!www.brand.com
Calculate CTR and CPI of all ads containing
“Find”
MAXIMIZE holiday sales a Kantar Media
Company
3. Collect Data To Determine Test Copy Understand which of your ad terms drive the most value
Calculate CTR and CPI of all ads containing
“Save”
Compare & Identify test opportunity{KeyWord:Brand 2 Sale}
Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com
{Keyword:Brand 2 Sale}Sale: Save on Beach Towels,Bedding & More at Brand 2www.brand.com
{KeyWord:Seasonal Sale}Find Kids' Bedding, Decor & More -Shop Brand 2® Today.www.brand.com
{KeyWord:Seasonal Sale}Find Seasonal Decor & More On Saleat Brand 2. Shop Now!www.brand.com
Calculate CTR and CPI of all ads containing
“Find”
MAXIMIZE holiday sales a Kantar Media
Company
Introducing Lexical Analysis
MAXIMIZE holiday sales a Kantar Media
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Introducing Lexical Analysis
MAXIMIZE holiday sales a Kantar Media
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Introducing Lexical Analysis
Lexical Analysis
allows advertisers to
identify top
performing and
underperforming
words and phrases
within their paid
search ad creative.
MAXIMIZE holiday sales a Kantar Media
Company
Introducing Lexical Analysis
Lexical Analysis
allows advertisers to
identify top
performing and
underperforming
words and phrases
within their paid
search ad creative.
Having insight on
exactly which
words resonate
with your target
audience is
crucial to
optimizing ad
creative.
MAXIMIZE holiday sales a Kantar Media
Company
Use Data To Generate Insights
MAXIMIZE holiday sales a Kantar Media
Company
Use Data To Generate Insights
MAXIMIZE holiday sales a Kantar Media
Company
Use Data To Generate Insights
MAXIMIZE holiday sales a Kantar Media
Company
Use Data To Generate Insights
MAXIMIZE holiday sales a Kantar Media
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4. Write Multiple Variations of Copy
MAXIMIZE holiday sales a Kantar Media
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4. Write Multiple Variations of Copy BUILD ON THE COMPETITION
MAXIMIZE holiday sales a Kantar Media
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4. Write Multiple Variations of Copy BUILD ON THE COMPETITIONShop Watches at NordstromShop Dozens of Designer WatchesFree Shipping on Orders Over $100www.nordstrom.com/watches
Shop Watches at Company NameShop Hundreds of Designer Watches Free Shipping on Orders Over $100www.companyname.com/watches
MAXIMIZE holiday sales a Kantar Media
Company
4. Write Multiple Variations of Copy BUILD ON THE COMPETITIONShop Watches at NordstromShop Dozens of Designer WatchesFree Shipping on Orders Over $100www.nordstrom.com/watches
Shop Watches at Company NameShop Hundreds of Designer Watches Free Shipping on Orders Over $100www.companyname.com/watches
DIFFERENTIATE FROM THE COMPETITION
MAXIMIZE holiday sales a Kantar Media
Company
4. Write Multiple Variations of Copy BUILD ON THE COMPETITIONShop Watches at NordstromShop Dozens of Designer WatchesFree Shipping on Orders Over $100www.nordstrom.com/watches
Shop Watches at Company NameShop Hundreds of Designer Watches Free Shipping on Orders Over $100www.companyname.com/watches
Necklaces at JCPennyBuy Fine Necklaces For Less.Free Shipping Every Day at JCPenny. www.jcpenny.com/necklaces
Necklaces at Company NameFeel Gorgeous In Stunning Gems.Shop One-Of-A-Kind Pieces. www.companyname.com/necklaces
DIFFERENTIATE FROM THE COMPETITION
MAXIMIZE holiday sales a Kantar Media
Company
Build On Your Own Findings
MAXIMIZE holiday sales a Kantar Media
Company
Build On Your Own Findings
Watches at Company NameShop Stylish and Cheap Watches. Free Shipping Every Day.www.companyname.com/watches
WATCHES
MAXIMIZE holiday sales a Kantar Media
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Build On Your Own Findings
Necklaces at Company NameBuy Fine Jewelry For Cheap.Free Shipping Every Day.www.companyname.com/jewelry
Watches at Company NameShop Stylish and Cheap Watches. Free Shipping Every Day.www.companyname.com/watches
WATCHES NECKLACES
MAXIMIZE holiday sales a Kantar Media
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5. Test and Measure
MAXIMIZE holiday sales a Kantar Media
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5. Test and Measure • Track accurately
MAXIMIZE holiday sales a Kantar Media
Company
5. Test and Measure • Track accurately• Check frequently
MAXIMIZE holiday sales a Kantar Media
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5. Test and Measure • Track accurately• Check frequently• Record start dates
MAXIMIZE holiday sales a Kantar Media
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5. Test and Measure • Track accurately• Check frequently• Record start dates• Determine statistical significance
MAXIMIZE holiday sales a Kantar Media
Company
5. Test and Measure • Track accurately• Check frequently• Record start dates• Determine statistical significance• Look at multiple metrics
MAXIMIZE holiday sales a Kantar Media
Company
6. Determine Learnings
MAXIMIZE holiday sales a Kantar Media
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6. Determine Learnings• Look at the message and how it relates to the metric
MAXIMIZE holiday sales a Kantar Media
Company
6. Determine Learnings• Look at the message and how it relates to the metric• If the changes you made are working, it should show in
performance
MAXIMIZE holiday sales a Kantar Media
Company
7. Create More Messages to Test
MAXIMIZE holiday sales a Kantar Media
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7. Create More Messages to Test…But how long should I keep going?
MAXIMIZE holiday sales a Kantar Media
Company
7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant
MAXIMIZE holiday sales a Kantar Media
Company
7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is
small
MAXIMIZE holiday sales a Kantar Media
Company
7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is
small• If performance is at an acceptable level, let it run through the end
of the holiday season
MAXIMIZE holiday sales a Kantar Media
Company
7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is small• If performance is at an acceptable level, let it run through the end of
the holiday season• If an area of your account is failing, fail fast!
MAXIMIZE holiday sales a Kantar Media
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103Summary
MAXIMIZE holiday sales a Kantar Media
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104Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS
MAXIMIZE holiday sales a Kantar Media
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105Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do
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OPTIMIZING AD COPY
SummaryVISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do
MAXIMIZE holiday sales a Kantar Media
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OPTIMIZING AD COPY
SummaryVISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do
• Identify the Right Places to Work • Use Competitive and Internal Data to Make Decisions on What to Test• Understand the Impact of Testing So That You Don’t Jeopardize Having a
Good Season by Doing Too Much Testing
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Questions?
MAXIMIZE holiday sales a Kantar Media
Company
109Thank You!
Richard [email protected]
m@AdGooroo on
For More Information on
AdGooroowww.AdGooroo.co
om866-263-9900312-205-4260
Rob Lendermanrob.lenderman@boostmedia.
com
For More Information on Boost Media
800-771-9415
MAXIMIZE holiday sales