Advanced PPC Frank Coyle & Joe Weller April 15 th , 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 Measurement & Conversion 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
Content Network Results Nov-Jan Spend Conversions CPA Content Network $10,185 295 $34.56 Converting sites $1,851 295 Non-performing sites $8,392 0 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 Unqualified Qualified Hot Sales
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 Links 170 clicks RSS NewsFeed 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 Medium of Visitors PPC, Organic, Referral Source Google, Yahoo, MSN, Ask.com, Direct, Other Google, Yahoo, MSN, Ask.com, Direct, Other Purchase Behavior Purchasers Non-Purchasers Site Behavior # of pages viewed, site search, new vs. returning, time of day, geography
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 over 2x the site average (All Visitors) over 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 Top 6 KWs = 50% of conversions Keywords Conversions CPA Computer Camp 390 $7.10 Cybercamp 366 $1.60 Cybercamps Cybercamps 328 328 $1.53 $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 others • 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
Match Type Analysis 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 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 • Added campaign negatives using this report • Result following Result following OK OK month: $165 in OK Cost, $33 CPA & OK 5 conversions • 81% drop in CPA OK OK
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 over time Track # of keywords keywords by QS over 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/
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