Advanced PPC Frank Coyle & Joe Weller April 15 th , 2009 About - - PowerPoint PPT Presentation

Advanced PPC

Frank Coyle & Joe Weller April 15th, 2009

About Point It!

• Seattle-based Search

Engine Marketing Firm Incorporated April 2002

• Incorporated April 2002
• SEO & PPC

Point It Seminars

• Logistics

– This webinar will be recorded. Look out for an email with link by end of week. – Ask questions via the Question tool – Ask questions via the Question tool

• Heads up

– Point It SEM seminars beginning late May – PPC, SEO, Landing page optimization – Lookout for notice in May

Advanced PPC

Expansion Conversion Measurement & Improvement

Agenda

• Expanding keywords and search networks
• Plugging the leaks in the Sales Funnel
• Segmenting your results to improve

performance performance

• Keyword performance management
• What’s with the Google Quality Score?

Search Based Keyword Tool

Search Based Keyword Tool

Search Based Keyword Tool

Advanced Search

Google Insights for Search

Aggressive Content Expansion

• Find successful

content pages

• Test Image ads to

achieve more volume achieve more volume

• Display ad builder
• Bid 3x to own entire

sponsored links box

• Look at it as a test
• Measure results and

decide if worth continuing

Nov-Jan Spend Conversions CPA Content Network $10,185 295 $34.56 Converting sites $1,851 295 Non-performing sites $8,392

Content Network Results

• 82% of cost yields zero conversions
• 82% of cost yields zero conversions
• Site exclusion not being used
• Break out and track the content network performance separately

Performance Measurement Tip

• Tip: Report to senior management the cost

savings of excluding sites (as well as improvements to traffic quality) on a monthly/quarterly/annual basis monthly/quarterly/annual basis

Search Partner Expansion

Cannot bid separately on Search partners, always tied to Google Search

Expanding Search Partners

• Search partners data is aggregated
• No way of knowing which search partner is profitable
• Should you go direct to the partners?
• Use Google Analytics to dig deeper

Search Partner Performance

Example Domain Parking Site

Ensure High Quality

• Can block domain parking sites on Content

AND ON SEARCH NETWORK

Expansion Summary

• New Search based Keyword tool
• Google Insights for deeper searches
• Analyze the search partners before going

direct direct

Sales Funnel

Qualified Unqualified

Sales

Hot

Tracking Performance with GA

• It’s not the LP it’s the Funnel that matters
• Set up goals in GA to create the sales funnel
• Finding where the process is broken

Google Analytics Funnel

Leak Leak Leak

Plug the Page Leaks in the Funnel

• Form field drop off
• Measuring what is clicked on & Analyzing user

interaction with site

Google Analytics Site Overlay – Google Analytics Site Overlay – Crazyegg.com – Clicktale.com

Form Field Drop Off

High High drop-off at email address field

CrazyEgg.com

170 clicks RSS NewsFeed

Links

170 clicks RSS NewsFeed

ClickTale

• Watch movies of

website visitor actions

– Keystrokes, mouse actions, etc. actions, etc.

• Heatmaps

– How far do users scroll down – What part of pages do they skip

• Form analytics

Sales Funnel Summary

• Plug the leaks
• Find the form drop off points
• Track visitor movements

Segmentation

Get some Focus

Source

Google, Yahoo, MSN, Ask.com, Direct, Other

Medium of Visitors

PPC, Organic, Referral

Site Behavior

# of pages viewed, site search, new vs. returning, time of day, geography

Purchase Behavior

Purchasers Non-Purchasers Google, Yahoo, MSN, Ask.com, Direct, Other

Segmentation

Segmentation

• Segments: Quick Buyers, Slow Buyers, Average Buyers
• Behavioral Differences:

– # of pages viewed: Average PPC buyers view 25 pages; spend 15 minutes on site, over 3x the site average (All Visitors) – Site Search behavior: slow & Average PPC buyers use site search

• ver 2x the site average (All Visitors)
• ver 2x the site average (All Visitors)

– New vs. Returning: No new quick PPC buyers, slow PPC buyers are 80% return visitors, average ppc buyers are 60% returning visitors – Time of Day: Time of purchase for 3 segments very similar: Sales Peak at 1pm for Quick buyers, 2pm for Average buyers, & 3pm for Slow buyers – Geography: Buyers in 3 segments are evenly distributed throughout US

Keyword Performance Management

Save $$$ Immediately

• 1. Must be tracking conversions

– Lead capture, downloads, sales

• 2. Conversion analysis
• 3. Match type analysis

Conversion Analysis

• Find the top converting KWs

– 5% vs. 95% – What to do about the 5% ? – What to do about the 95% ? – What to do about the 95% ?

Top 10 Converting KWs

Keywords Conversions CPA Computer Camp 390 $7.10 Cybercamp 366 $1.60 Cybercamps 328 $1.53 Top 6 KWs = 50% of conversions Cybercamps 328 $1.53 Summer camp 274 $92.07 Technology camp 273 $12.34 Summer computer camp 178 $5.50 Computer camps 97 $12.78 Camp 71 $128.71 Tagged.com (Content network) 66 $132.68 Summer computer camps 59 $13.84

5 vs. 95

• Break the top 5% into separate LPs

– Of the top 5, there’s likely one that’s above all

• thers
• For the remaining 95%:
• For the remaining 95%:

– Look at the bid prices and positions – It could be the LP, not the KW/ads – Perform the analysis before pausing

Nov-Jan # of KWs Cost Conversions CPA Exact 8 $2,869 204 $14.00 Phrase 17 $704 56 $12.58 Broad 2,561 $31,724 849 $37.30 Total 2,586

Match Type Analysis

• Excessive use of broad terms
• Few campaign or ad group negative terms being used
• Examine broad searches to find popular search terms
• CPA out of control

Measuring Effect of Adding Negatives

• For a B2B Technology client, we noticed a

poor performing keyword (incident reporting broad match)

• Previous 30 day period ($700 in cost, 4
• Previous 30 day period ($700 in cost, 4

conversions, $174 CPA)

• Used GA Raw Query Report to identify

negatives

GA Report to Add Negatives

OK

• Added

campaign negatives using this report

• Result following

OK OK OK OK OK Result following month: $165 in Cost, $33 CPA & 5 conversions

• 81% drop in

CPA

Quality Score

Quality Score Components

Heard at Google:

• CTR is most important
• About the interplay between these

three elements Performance (CTR) drives the

• Performance (CTR) drives the

score, so

• Landing Page Content is NOT a

factor in Quality Score

• Keyword Matching Ad Text is

NOT a factor

Quality Score Benchmarking

Track aggregate changes in Acct QS

• ver time

Track # of keywords keywords by QS

• ver time

QS Indicator Metric Monitor these impressions

Summary

• Expand your KWs with the new Google tool
• Increase sales when you plug the sales funnel
• Gaining further insights with segmentation

Cost savings with KW performance

• Cost savings with KW performance

management

• QS is all about CTR

Q&A

Email: frankc@pointit.com or joew@pointit.com

Point It Seminars

• Point It SEM seminars beginning mid-May

– PPC – SEO – Landing page optimization – Landing page optimization – Point It Offices – Evening sessions – Lookout for notice in May

Survey Idea

• Avinash Kaushik, Analytics Evangelist @ Google
• 4 key questions:

– How satisfied are my visitors? – What are my visitors at my website to do? – Are they completing what they set out to do? – Are they completing what they set out to do? – If not, why not? – If yes, what did they like best about the online experience?

• http://4q.iperceptions.com/
• Also: http://www.kaushik.net/avinash/