Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

PPC TUNE UP CLINIC
Beginner Track

Presented By Brian Jones
Senior Manager, Advertising Performance, Dealer.com

Vermont Web Marketing Summit, Nov 14, 2012

Bio

• 14 + yrs in digital marketing

• 10 yrs in search marketing

• Variety of industries & business sizes

• Find me at:
Conversions
– LinkedIn.com/in/BrianAllenJones CPL
– @BrianAllenJones ROAS
ROI


Quick vote

• How many of you are beginners?

• How many of you are intermediate?

• How many of you are advanced?


How to tune up your PPC advertising

• Account Structure • Organic Search

• Landing Pages • On-Site Search

• Search Query Reports • Bidding Strategies

• Ad Management


Account Structure


Account structure

• Largest impact on account
performance

• Impacts all other components


Campaigns

• The campaign is the
foundation of your success

• Do not confuse campaigns
with ad groups


Ad groups

• Ad groups create relevancy
– 5 – 10 keywords per ad group

– 2 – 3 ads per ad group

• Keywords
– Did you really exhaust all keywords?

• Ads
– What is the USP? What is the call-to-action?

– What are your competitors using?


3 tips when developing account structure

Tip #1: Do not rush campaign set up
Costly & time-consuming to restructure

Tip #2: Understand the function of campaigns vs. ad groups
Each have unique capabilities

Tip #3: What does the consumer see on the SERP?
Keyword or ad?

Spend appropriate amount of time on each


Landing Pages


Does your landing page strategy look like this?

Ad

Ad
Landing Page
Ad

Ad


Or more like this?

Ad Landing Page

Ad Landing Page

Ad Landing Page

Ad Landing Page


Results

Question: How do you measure PPC success?


Is it this?


Impressions
Clicks
CTR


Or is it this?


Conversions
CPL
ROAS
ROI


Search Query Reports


Quick vote

Do you mine your search query report?

• What is a search query report?

• I tried but it was too difficult and confusing

• Every few months

• Weekly


Keywords vs. search queries


How Can Search Query Data (SQD) Help You?

• Increase click thru rate

• Increase conversion rates

• Increase quality score

• Lower CPA


Search query evolution

• Search engine evolution

• User evolution


One billion searches
on Google every day;
and 16% of these
queries have never
been seen before


How to prioritize search query reports

• Sort by impressions and/or clicks

• Sort by conversions and CPA
– Add new targeted keywords

– Add keywords to exclude


Negative management

Warning before adding negatives

Does SQ drive Should it
No Yes Why
conversions? convert?


Ad Management


Ad testing

Creating Ad Copy
1. Choose the element of the ad you want to test (headline, CTA, etc.)
All other elements of the ads will remain identical.

Toyota of Boston Toyota of Boston
Shop Our Huge Toyota Inventory Shop Our Huge Toyota Inventory
Online & Save with our ePricing. Online View Current Specials.
www.DDCMotors.com www.DDCMotors.com


How does ad copy testing work?

Ad Rotation
2. Set ads to rotate evenly in AdWords
By default, AdWords will optimize your ads for clicks and start showing ads with a better CTR more often.
For ad copy testing, we need ads to rotate evenly so that we have even sample sizes for our test.



Measuring Results
3. Run ads for 3 – 4 weeks so the sample size can be large enough to
establish statistical significance.
Free online calculators help determine the winner.

EXAMPLE: SplitTester.com



Next Steps
4. Once the winner has been determined, the losing ad can be edited
to continue testing

Shop Our Huge Toyota Inventory WINNER Shop Our Huge Toyota Inventory
Online & Save with our ePricing. Online & Save with our ePricing.

Shop Our Huge Toyota Inventory LOSER Shop Our Huge Toyota Inventory
Online & View Current Specials. Online & View Lease Specials.


Audience quiz

Which ad has a higher CTR?
Ads

Toyota Bay Area
Huge Toyota Inventory @ Boardwalk
Your SF Bay Area Toyota Dealership
www.ToyotaBoardwalk.com

Toyota Dealer Bay Area
Your SF Bay Area Toyota Dealership


Audience quiz

Ads Clicks Impressions CTR
Toyota Bay Area
Your SF Bay Area Toyota Dealership 168 1,863 9.02%

Toyota Dealer Bay Area
Your SF Bay Area Toyota Dealership 118 1,652 7.14%


Audience quiz

Ads

Toyota Atlanta
Your Atlanta Toyota Dealership
Shop Us & Get Your Toyota ePrice
www.ToyotaMotors.com

Toyota Atlanta, GA
Shop Us & Get Your Toyota ePrice


Audience quiz

Toyota Atlanta
Shop Us & Get Your Toyota ePrice 168 1,863 9.02%

Toyota Atlanta, GA
Shop Us & Get Your Toyota ePrice 118 1,652 7.14%


Audience quiz

Ads

Ford Lease Specials
Shop Our Ford Lease Deals Online.
Hurry, Great Ford Leases End Soon.
www.FordMotors.com

Ford Lease Deals
Hurry, Great Ford Leases End Soon.
www.FordMotors.com


Audience quiz

Ford Lease Specials
Hurry, Great Ford Leases End Soon. 185 848 21.82%
www.FordMotors.com

Ford Lease Deals
Hurry, Great Ford Leases End Soon. 109 826 13.20%
www.FordMotors.com


Organic Search


Focus on the most important terms first

• Search queries that are generating significant traffic to your website

• Search queries that are generating sales and revenue

• Search queries that drive sales for high-margin products


On-Site Search


From these reports you can see

• How many of your visitors use the search function

• The search terms your visitors use

• How your visitors engaged with your site as a result of their searches


How to prioritize on-site search query reports

• Total number of searches

• Time on site

• Average pages per visitor

• Conversions


Bidding Strategies


How important is bidding?

• It ain’t last on my list by accident!

• If you do everything correct bidding becomes MUCH less critical

• Bidding is important for accounts that are:

– Poorly organized and managed

– Very mature large accounts with significant data


ROI Relevancy

Cost Per Quality
Click Score

Position


Different bidding strategies

• When developing bidding strategies consider the following
– Brand vs. non-brand

– Cost per lead vs. ROAS vs. ROI

– Attribution models

– Phone calls

– Core business vs. outliers

– Keyword intent


Thank You.
@BrianAllenJones
Brian.Jones@dealer.com
Linkedin.com/in/brianallenjones


Vermont Web Marketing Summit 2012: PPC & Facebook Ad Tune Up Clinic Brian

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