what's your audience thinking? 8 hidden ppc reports to find out by aaron levy

#SMX #13B @bigalittlea

“how I learned to stop worrying and love the segment button”

WHAT’S YOUR AUDIENCE THINKING?

8 HIDDEN PPC REPORTS TO FIND OUT


HI! I’M AARON! 11 years of digital-y stuff

senior team lead, sem at Elite SEM

#teamrumham

I teach at Drexel & UVM

@bigalittlea | [email protected]


Attributes• 31 y/o single white dude | fancy college • new home buyer (broke) in mid HHI zip. owns car• Philly resident, frequent traveler

Activities:• heavy mobile usage in AM/PM• hockey | golf | bowling on Sunday• mix of public transport/car/Uber/Lyft

Attitudes:• value-driven habits, semi minimalist• will save $1, waste $100• DIY-er, nostalgic, proud, loyal


Demographics – who we areGoogle knows allwe can find it now

Actigraphics – what we doGoogle knows somewe can find it with some help

Psychographics – why we do itGoogle’s guessing, so are we we can estimate it


agenda

who?where?when?why?bye!

#SMX #13B @bigalittlea#SMX #13B @bigalittlea

WHO DOES BETTER? GREATEST GENERATION OR DAMN MILLENIALS?

DO YOU KNOW WHAT GUYS LIKE? DO YOU KNOW WHAT THEY WANT


Demographic Performance Varies…. A Lot

CVR Female Male ??? Avg.

18-24 6.9% 5.8% 8.1% 6.5%

25-34 6.3% 6.0% 7.5% 6.3%

35-44 4.3% 4.1% 5.6% 4.3%

45-54 3.4% 3.1% 3.7% 3.3%

55-64 2.7% 2.3% 2.9% 2.6%

>64 3.3% 3.2% 3.7% 3.3%

? 3.6% 3.3% 3.3% 3.3%

Avg. 4.7% 4.4% 3.5% 4.2%

Clickshare Female Male ??? Total

18-24 8.6% 6.5% 0.4% 15.6%

25-34 6.9% 6.5% 0.9% 14.3%

35-44 5.6% 4.1% 0.6% 10.3%

45-54 4.7% 3.1% 0.4% 8.2%

55-64 3.2% 1.8% 0.2% 5.3%

>64 3.2% 2.0% 0.3% 5.5%

? 6.0% 4.5% 30.2% 40.8%

Total 38.3% 28.6% 33.1%

Why treat every member of the audience the same?


I KNOW WHO YOU ARE……BUT WHO ARE YOU


Demographics – who we areGoogle knows allwe can find it now

Actigraphics – what we doGoogle knows somewe can find it with some help

Psychographics – why we do itGoogle’s guessing, so are we we can estimate it

#SMX #13B @bigalittleaYou Can Use This Space for A Subtitle

WHERE



HOW FAR WILL YOU DRIVE TO A WAL MART?



Map Performance vs. zip distance (the hard way).



NEW YORK?

OR A NEW YORK STATE OF MIND?



“Location Of Interest” always seems to lose…

Clicks Spend CPC Conv CVR CPA

Location of Interest 14k $19.1k $1.37 2.0k 14.5% $9.51

Physical Location 64k $63.7k $0.99 9.1k 14.2% $6.99


WHEN DO YOU GET PAID?

WHEN DO YOU PAY YOUR RENT / MORTGAGE?


Day of Month Analyses Yield Curious Insights

CPA Ad Spend (indexed)

$148 $168 $104 $166 $87 $143 $71

$159 $107 $93 $92 $100 $184 $127

$172 $234 $154 $196 $77 $170 $98

$152 $212 $208 $195 $186 $154 $220

$248 $216

131% 134% 117% 96% 100% 83% 95%

101% 84% 111% 106% 73% 79% 74%

68% 57% 71% 60% 47% 62% 83%

74% 78% 95% 101% 142% 173% 181%

181% 142%

People more likely to get checking account early in the month, yet…


WHY WOULD YOU SEARCH ON A FRIDAY NIGHT?

WHAT ABOUT 2AM ON A WEDNESDAY?


WHO’S THE MOST BEAUTIFUL PERSON ON GAME OF THRONES?!?!?


HODOR REPORTS!

(HODDOW)


0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

HODDOW alone, not so valuableLots of drunken impulse searching, very little buying L


0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20


Computers Cost Mobile Cost Tablets Cost Computers CPA Mobile CPA Tablets CPA

HODDOWDEV, woooof that’s worse.


0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20


Computers tend to remain stableIf you break out the laptop at 2 am, you’re serious. Or you’re me.


0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20


Mobile has dramatic conversion swingsSmaller volume dropoff during “fun hours” is far less you break out the laptop at 2 am, you’re serious. Or you’re me.


0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20


Tablets at 2am? You’re killing timeOff hours for tablet are very, very off.


L


Does Voice Search Matter to You? …Should It??


Let’s play a game!How much more likely is a word to appear in mobile?

How? Near me + findSchedule/Book/AppointmentCall/phoneCan I & may I? Please?

2x1.7x

0.9x5x

3.2x∞



23%

39%

17%

8%

3% 4%3% 3%

25%

32%

16%

8%

3%

7%6%

4%

1 2 3 4 5 6 7 8+

There isn’t a huge proportion of natural language

Search queries. …yet.

Query length is shorter for desktop(79% of queries <3 words

vs. 73% on mobile


WOULDN’T IT BE GREAT TO PREDICT COMPETITIVE BEHAVIOR?


Auction Insights: Impression Share Over Time

Limited By Budget Broad Match


J F M A M J J A S O N D J F M

amazon.com honest.com huggies.com luvsdiapers.com pampers.com target.com walmart.com You

Large players dominate the report – they’re always there

Auction Insights: Entire category yields bland spaghetti.


Large players dominate the report – they’re always there

Auction Insights: Entire category yields bland spaghetti.


Minimizes noise of “always there” behemoths, start to guess strategy

Auction Insights: Core Exact terms yield vibrant spaghetti

J F M A M J J A S O N D J F M

amazon.com honest.com huggies.com jet.com luvsdiapers.com pampers.com seventhgeneration.com walmart.com You


bit.ly/bestpasketti

Auction Insights: Core Exact terms yield vibrant spaghetti


LEARN MORE: UPCOMING @SMX EVENTS

IT’S ALL ABOUT THE PEOPLE!

[email protected]

what's your audience thinking? 8 hidden ppc reports to find out by aaron levy

Marketing